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Creating An Integrated Marketing Communications Plan

People make purchases based on connections they have with a particular product or service. That’s why we focus on creating strong connections between our client’s offerings and their target markets to establish long-term relationships between buyers and offerings. Through extensive review and understanding of our client’s needs and vision, we identify the elements that appeal to the target audience and develop an integrated marketing portfolio of advertising, events, public relations and promotions to capitalize on them. In today’s hectic times, we all struggle with limited resources; be it time, money, or manpower.

Taking the time to plan an integrated marketing communications (IMC) will help you better allocate these precious and limited resources. To help our readers better understand the process we have put together a checklist for you to follow. Here it is:

A Model of the Integrated Marketing Communications Plan

  • Review of Marketing Plan
    • Examine overall marketing plan and objectives
    • Role of advertising and promotions
    • Competitive analysis
    • Assess environmental influences
  • Analysis of Promotional Program Situation
    • Internal analysis
    • External analysis
  • Analysis of Communications Process
    • Analyze receiver’s response processes
    • Analyze source, message, channel factors
    • Establish communications goals and objectives
  • Budget Determination
    • Set tentative marketing communications budget
    • Allocate tentative budget
  • Develop Integrated Marketing Communications Program
    • Advertising
    • Direct marketing
    • Interactive/internet marketing
    • Sales promotion
    • Public relations
    • Personal selling
  • Integrate and Implement Marketing Communications Strategies
    • Integrate promotional mix strategies
    • Create and produce materials
  • Monitor, Evaluate and Control IMC Program
    • Evaluate program results/effectiveness
    • Control and adjust strategies

If you’re interested in learning more, contact us, and we will be happy to send you our whitepaper on the subject.

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Discussion

  1. Angela

    That’s a great detailed checklist you have provided. Appreciated.

    Comment — March 12, 2008 @ 6:11 pm

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