This presentation outlines tips and tricks of building integrated marketing campaigns.

1. Building an integrated campaign from the strategy up. + Bumble Bee Foods + Geary Interactive + WD-40 Company

2. Introductions + StephaneBardin, Bumble Bee Foods + Shelley Callahan, Geary Group + Vanessa Newkirk, Geary Interactive + Paige Perdue, WD-40 Company

3. Lay of the land

4. So what’s the hold up?

5. Integration from a strategy perspective

6. Evolution in planning paradigm Marketing plans must answer the questions: + Where do consumers want to engage with us? + Where do we want to engage with them? + How can we make it easier to engage with us?

7. Strategy development tips + Acknowledge the need for integration + Think beyond short term campaigns + Elevate your tracking/ analytics expectations + Hold everyone on your marketing team accountable for integration

8. Integration from a media perspective

9. Evolution in planning paradigm Digital media plans must answer these questions: + How can we share intelligence between media disciplines? + Do all media channels support a uniform message? + Can consumers find us when/ where they want? + How can we track their behavior to make smarter marketing/ business decisions?

10. Challenges

11. Tunnel vision

12. Solution Lead strategically, not tactically + Bring everyone together during an initial kick off to plan in a strategic and integrated fashion + Leverage media disciplinary experts (e.g. social media)

13. Fragmented reporting

14. Solution Integrate reporting and assign media channel KPIs + Segmented reports do not illustrate the big picture

15. Accountability

16. Solution Every discipline affects a marketing ecosystem, so everyone is accountable for output. + Attach goals to various departments and make sure everyone is onboard with the integrated marketing plan. + I’m on a horse: Do you think the social media and video teams for the Old Spice campaign planned in isolation?

17. Scenario planning

18. Solution + Plan for every iteration of a campaign and don’t sell yourself short. + Before you initiate a campaign, take pause to see any gaps that are easily overlooked when you’re knee deep in execution

19. Key integration points + Paid search and SEO + Display and paid search + Online and offline + Social and paid search + Email and social + Website + EVERYTHING…

20. Tips and tricks + Plan strategically + Integrate + Optimize!

21. Bumble Bee Foods and WD-40 Company Stephane Bardin Paige Perdue

22. Q&A slideshare.net/gearyinteractive