defining integrated marketing communications

Presented for UMKC Bloch School by Justin Goldsborough (@jgoldsborough)

How working with a PR agency can help marketing management achieve their goals

Justin Goldsborough

justin.goldsborough@fleishman.com

Twitter: @jgoldsborough

Blog: www.justincaseyouwerewondering.com

LinkedIn: http://www.linkedin.com/in/justingoldsborough

816.512.2236

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Today’s Agenda >A bit about me>Digital landscape>Defining IMC>Channels>Measurement>Case study: Dominos Pizza> In conclusion>Q&A

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A bit about me…

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World Headquarters

250+counselors specializing in public relations, digital, creative and research

2000+ employees | 80 offices20 languages | 28 countries

of clients served by more than one office

Best Multinational Agency of the YearThe Holmes Report, 2010 B-to-B Communications Brand

Marketing Consumer Marketing Word-of-Mouth Food and

Agribusiness Social and Digital Crisis Management Moms

Mobile Research Retail Multicultural Nutrition

Behavioral Change Internal Communications Reputation

Management

Public Relations Customer Relationship Management

Media Services National Advertising Agencies

Global Advertising BrandsSpecialty Communications

ST. LOUIS PROFILE

OUR WORLDWIDE NETWORK

THE LARGEST FOOTPRINT IN NORTH AMERICA CLIENT SATISFACTION

COLLABORATIVE CULTURE

INDUSTRY RECOGNITION

OMNICOM FAMILY

PRACTICE GROUPS

93%say they would recommend FH

90%

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Digital landscape

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Press Releases

Pitching reporters Fact

sheets

Events

Virtual worlds

Search engine marketing

Buzz Web 2.0

Citizen journalism

MySpace

Social Media

Flogs

Publicity

Promotions IR

Brand Development

Viral marketin

g

Tivo

Social networking

Metaverses

Folksonomy

Content optimization

Online editorial outreach

Syndication

Flickr digital

Consumer-generated content

Reputationmanagemen

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Public affairs

Coalitions

Third party spokespersons

Grassroots

Mobile marketing

Advergaming

YouTube

Direct Mail

Employeecommunications

RSS Blogs

Wikis

Tagging

Podcasting

Wireless

Facebook

Advertising

traditional

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Reaching the right eyeballs, not all eyeballs

New Math:

5,000 people who sought out your

message are more

valuable than 5 million who

didn’t.

Your brand here

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Citizen journalists

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Professionals

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Trust factor

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Defining IMC

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IMC is…

The coordination and integration of all marketing communication tools,

avenues, functions and sources within a company into a seamless program that

maximizes the impact on consumers and other end users.

-- Wikipedia

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What are your customers saying?

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Are you a silo slayer?

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Do you see the lines blurring?

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Advertising

Brand Assets

Personal Selling

Public Relations

Direct Marketing

Sales Promotion

Integrated Communications

•Web sites•Blogs•Podcasts andVideos•Mobile/WAP

•Sponsorships•Television•Radio•Outdoor•Print Ads•Search / Banners / Imbedded Content

•Contests / Sweeps•Coupons•Incentives•Point of Purchase

•Telemarketing•Field Sales•Presentations / Demonstrations

•Events / Webinars•Media Relations•Online Outreach•Word of Mouth•Product Integration•Social Networks•Video/Photo Sharing Sites•Wikis/Wikipedia•Tagging

•Direct Response•Physical Mail•Email•Mobile / TXT

Paid Media Earned Media

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SharedObjectives

IMC Toolset (P.E.S.O.)

Knowledge

Preference

Transactions, advocacy

Awareness

Perceptions

Behavior

Earned Owned

•Wikipedia•YouTube•Flckr•Tagging

•Wikipedia•YouTube•Flckr•Tagging

•Media Relations•Blogger Relations•Word of Mouth•Tagging

•Media Relations•Blogger Relations•Word of Mouth•Tagging

•Websites / Blogs•Facebook / YouTube•Podcasts / Videos•Wireless App•Direct Mail /Email•Events / Demos•Point of Purchase•Contests / Sweeps

•Websites / Blogs•Facebook / YouTube•Podcasts / Videos•Wireless App•Direct Mail•Email•Events / Demos•Point of Purchase

•Sponsorships•Television / Radio•Direct Response•Print Ads•Outdoor•Search Marketing / Online Banners•Imbedded Content / Website Integration

•Websites•Wireless App•Events / Demos•Telemarketing•Point of Purchase•Contests / Sweeps•Coupons / Incentives

•Sponsorships•Television / Radio•Direct Response•Print Ads•Outdoor•Search Marketing / Online Banners•Imbedded Content / Website Integration

•Sponsorships•Television / Radio•Direct Response•Print Ads•Outdoor•Search Marketing / Online Banners•Imbedded Content / Website Integration•Mobile / TXT

Paid

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the anatomy of a plan

1. situation 2. goals and objectives3. audiences4. messages5. strategies6. tactics – where IMC manifests7. measurement

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Channels

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Search

10 billionSearches a month

80 percent

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Media and influencers

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345 millionMonthly visitors

100 millionMonthly users

750 millionMembers

100 millionMonthly users

200 million

Social media

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50%

Mobile

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Measurement

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> To what degree have we created exposure to content and message?

Exposure Engagement Influence Action>Who is engaging

and interacting with our content? How and where?

>Have we influenced perceptions and attitudes of the target?

>What actions, if any have the target audience taken?

A New Model for Social Media Measurement

Non-Financial Impact Possible Financial Impact/ROI

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Case study: Dominos Pizza

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Much worse than The Noid!

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Dominos Ramon was listening, responding

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Then Dominos listened, responded

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Pizza turnaround campaign

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Sales on the rise

14%

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In conclusion…

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Q&A

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Thank you!

Social Media Strategy

Justin Goldsborough

justin.goldsborough@fleishman.com

Twitter: @jgoldsborough

Blog: www.justincaseyouwerewondering.com

LinkedIn: http://www.linkedin.com/in/justingoldsborough

816.512.2236