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IMC Strategy & Implementation

The American Marketing Association defines Integrated Marketing Communications (IMC) as “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.”

Few agencies or consultants are implementing IMC to its fullest capability. Bonnie Harris is one of the only IMC experts who understands the complete continuum of IMC - from creating measurable objectives, to cross-channel strategies, to the best sets of linked tactics and continuous campaign improvement through longterm and iterative measurement.

The usual steps carried out in an IMC campaign include:

  • IMC analysis of the brand and its primary competitors.
  • IMC Report Card™ – Download a sample IMC Report Card here.
  • Identification of primary messaging channels for brand, organization or person.
  • Identification of core strategy statement and adaptive messaging.
  • Measurable objectives and cross-channel strategies including
    • Traditional and online earned media
    • Advertising
    • Online marketing including email marketing
    • Content marketing and social media
    • Thought leadership
    • Industry/Brand specific strategies
  • Project timeline including deliverables and specific tactics
  • Measurement and reporting

Most IMC campaigns blow traditional marketing out of the water in terms of results. The key lies in continuously finding and implementing strong strategies and linked tactics. Interested in learning more about IMC? Follow the Wax blog here.