This PowerPoint was used in a presentation to Kent State University PRSSA students on IMC.

1. Integrated Marketing Communications Ralph J. Davila Director of Public Relations Keathley Advertising Assembly Delegate Akron Area PRSA Chapter

5. IMC’s Objective Create an authentic experience that allows customers to identify with the brand on rational and emotional levels across all communications platforms Used with permission from Brett Turner, APR, of Jackson Marketing Group Emotional “ Our beliefs are the same” Loyalty “ I love the brand” Preference “ I prefer the brand” Awareness “ I am aware of the brand”

6. Elements of IMC Courtesy of Jackson Marketing Group

7. IMC 10-Step Process 1. Get commitment from senior management 2. Build your team of experts (Interactive, PR, media, etc.) 3. Have someone leading the charge 4. Plan (strategy, objectives, key messages, etc.) 5. Start integrating; Get buy-in from everyone 6. Let your teammates do their job and trust them! 7. Share information across disciplines (Update meetings) 8. Be flexible and listen to your team 9. Adapt and improve 10. Show off – Metrics; praise team; savings

8. IMC Case Study GE Project Plant-A-Bulb

9. Campaign Components Public Relations Media Planning & Buying Interactive Media Grassroots Initiatives Direct Marketing Social Media

10. Q&A Thank You