BENEFITS TO YOU
Deliver powerful ideas that drive business results built on clear customer understanding, integrated across multiple tools and delivered across most relevant points of impact.
Plan more strategic marketing communications that achieve your objectives and improve the return on spend
Structure, integrate and manage your efforts in smarter ways to give you competitive edge
Challenge your current ways of working with refreshed thoughts around the planning and briefing frameworks provided
Select tools and media based on their strengths, ability to meet your tasks and objectives and any constraints such as budget.
WHO SHOULD ATTEND?
This course is designed for you if you have responsibility for communication planning and execution. You may have specialised in a particular communication discipline and are now looking to take a broader view or create your first integrated plan or refresh your approach. It is suitable for Marketing Executives, Brand and Communication Managers and for all those seeking to improve their approach to structuring and co-ordinating marketing communications.
WHAT YOU’LL LEARN:
Understand why fragmentation of the communications industry requires an integrated approach to communications planning
Use a simple, six-stage approach to planning
The critical role of customer insight and brand insight in driving effective IMC efforts
Setting objectives and goals for IMC – and alignment of communication goals to marketing objectives
Getting to a great IMC planning brief (challenges and overcomes)
Select communications tools and media based on their merits, your objectives and your constraints (such as budget)
Measure the performance of your communications using outcome metrics and return on investment criteria