Marketing Communications Planning

Overview

This workshop will show you how a well-structured integrated marketing communications plan ensures your resources are used effectively and efficiently. It will also help you understand how both online and offline channels work together to optimise multi-channel marketing campaign performance. We will show you how to achieve the optimal balance of brand building, generating product/service interest, creating product/service desire and delivering an action. You will benefit from a wide range of sector case studies, together with practical tools and techniques, that will help you improve your integrated marketing communications planning process.

We will help you meet the challenge of getting the channel mix across each stage of the customer journey, balancing a consistent and seamless customer experience while also optimising the mix of channels and communications content to meet the objectives at each touchpoint.

Who should attend?

This course is designed to help you develop an effective integrated marketing campaign planning process. It is suitable for anyone involved in B2C, B2B and Not-for-profit.

Learning outcomes

• Understand the advantages of integrated marketing communications planning
• How to use a proven, simple, six-stage approach to IMC planning
• Deliver a consistent brand identity and messaging across all channels
• Set organisational marketing and communications objectives that are measurable and quantifiable
• Understand how integrated multi-channel communications can drive behavioural change
• How audiences perceive value and how this can be used to shape your value proposition
• Use your value proposition to determine positioning and messaging
• Create and translate a communications goal and tasks into a powerful multi-channel planning brief
• Select communications tools and media based on their capabilities, your objectives and budget
• How to measure performance results of your integrated marketing communications and ROMI