This workshop shows how a well-structured integrated marketing communications plan ensures resources are used effectively and efficiently. It explains how online and offline channels work together to optimise campaign performance and how to balance brand building, interest, desire and action across the customer journey. The session draws on sector case studies, practical tools and techniques, and introduces ways to use AI tools to support insight and planning where relevant.
You will learn how to manage the channel mix at each stage of the customer journey and how to deliver a consistent experience while optimising channels and content to meet objectives at every touchpoint.
This course is suitable for those looking to develop an effective integrated marketing communications planning process across B2C, B2B or Not-for-profit contexts.
- Understand the advantages of integrated marketing communications planning
- Use a simple six-stage approach to IMC planning
- Deliver a consistent brand identity and messaging across channels
- Set clear and measurable marketing and communications objectives
- Understand how integrated multi-channel communications influence behaviour
- How audiences perceive value and how this shapes your value proposition
- Use your value proposition to guide positioning and messaging
- Create a concise multi-channel planning brief
- Select communications tools and media based on capabilities, objectives and budget
- Measure performance results of integrated marketing communications and ROMI
- Apply AI tools where appropriate to support channel planning and message optimisation
Speak to one of our specialist learning advisers about making a group booking and discuss how your business can work with CIM to achieve your marketing goals
Call us on +44(0)1628 427 360
Brilliant! I feel like I've learned absolutely loads in the space of one day, the course leader made great efforts to ensure everyone stayed engaged and had plenty of opportunities to share ideas and participate, very impressed.
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Speak to one of our expert learning advisers to understand more about this course, how it fits into your CIM learning journey and how we can help you with group bookings.
Phone: +44 (0)1628 427 360
Email: training@cim.co.uk
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