The document outlines an agenda for an integrated marketing communications (IMC) training session. The day-long session is split into a morning and afternoon session. The morning focuses on IMC strategy and includes discussions on defining the problem, setting goals and targets, profiling targets, and establishing the brand role. The afternoon focuses on developing the IMC idea and its execution, including how the idea will be experienced. As an exercise, participants are given a brief to address cyberbullying in the Philippines and asked to develop an IMC strategy, idea, and execution plan to present to their peers.
5. AM: STRATEGY
1. INTRO AND ICEBREAKER 9:00-9:30
2. IMC: WHAT IS IT? AND WHY DO WE NEED IT? 9:30-9:45
3. HOW DOES ONE GO ABOUT CREATING IMC? 9:45-10:00
COFFEE/CIGARETTE BREAK 10:00-10:15
4. PROBLEM DEFINITION 10:15-10:45
5. THE GOAL/RESPONSE 10:45-11:00
6. TARGET PROFILING 11:00-11:30
7. BRAND ROLE 11:30-12:00
LUNCH 12:00-1:00
6. PM: IDEA + EXECUTION
8. THE IDEA 1:00-1:30
9. HOW THE IDEA WILL BE EXPERIENCED 1:30-2:00
10. CASE WORK BRIEFING 2:00-2:30
11. CASE WORK 2:30-4:30
12. PRESENTATION TO PEERS + FEEDBACK 4:30-5:30
8. WHAT IS YOUR UNDERSTANDING OF
“INTEGRATED MARKETING COMMUNICATIONS”?
9. “A management concept that is designed to make
all aspects of marketing communication such as
advertising, sales promotion, public relations, and
direct marketing work together as a unified force”
“An approach to brand communications where the
different modes work together to create a seamless
experience for the customer and are presented with
a similar tone and style that reinforces the brand’s
core message.
10. THERE ARE MORE WAYS THAN EVER
FOR PEOPLE TO EXPERIENCE A BRAND
22. A PRACTICAL DEFINITION OF IMC
A SOLUTION TO A CLIENT’S BUSINESS PROBLEM
THAT USES DIFFERENT FORMS OF COMMUNICATION
TO CREATE A SEAMLESS EXPERIENCE OF THE BRAND
44. There are different levels of problem
Business Eg. Profit margin is too low to sustain share price
Marketing Eg. Price premium unsustainable
Diagnosing
the right Brand Eg. User imagery is wrong
problem is
essential
Communication Eg. No awareness of the product range
Channels Eg. Can’t afford TV
Creative Eg. People don’t understand the advertising
45. HOW WE DEFINE THE PROBLEM
DEFINES THE SOLUTION NEEDED
46.
47. BUSINESS PROBLEM
“DOT HAS A TARGET OF 5M TOURIST ARRIVALS FOR 2012”
MARKETING PROBLEM
“TOURISTS SEE TRAVEL TO THE PHILIPPINES
AS GRUELING, NOT ENJOYABLE”
COMMUNICATION PROBLEM
“WE NEED TO CHANGE THE TARSIER AND
DEVELOP AN ENGLISH TAGLINE”
53. ROM SALES ARE DECLINING
WHY?
ROMANIANS PREFER IMPORTED CHOCOLATE BRANDS
WHY?
THEY THINK THESE BRANDS ARE COOLER
WHY?
THESE BRANDS ARE AMERICAN AND ROM IS ROMANIAN
WHY?
THEY’RE DISILLUSIONED WITH ALL THINGS ROMANIA
54. QUICK EXERCISE
“IN THE NEXT 12 MONTHS, WE WANT
TO GET OUT OF THE TOP 10 OF THE
WORLD’S WORST AIRPORTS”
62. CLIENT BRIEF
CONVINCE INDIAN MEN WHO ARE ALREADY RELUCTANT TO SHAVE TO
BUY A RAZOR THAT’S 10x MORE EXPENSIVE THAN TRADITIONAL BLADES
PROBLEM
INDIAN MEN BELIEVE THAT HAVING FACIAL HAIR MAKES THEM MORE
MASCULINE, AND THEREFORE MORE ATTRACTIVE TO WOMEN
FROM TO
I DON’T SEE THE NEED SHAVING MAKES ME MORE
TO SHAVE ATTRACTIVE TO WOMEN
63.
64. EXERCISE
THE 4As WANTS TO GET MORE YOUNG PEOPLE
INTO ADVERTISING AS A CAREER
PROBLEM?
GOAL?
67. “NOTHING IS SO POWERFUL AS AN INSIGHT INTO
HUMAN NATURE...WHAT COMPULSIONS DRIVE A
MAN...WHAT INSTINCTS DOMINATE HIS ACTION.
IF YOU KNOW THESE THINGS ABOUT A MAN YOU
CAN TOUCH HIM AT THE CORE OF HIS BEING.”
BILL BERNBACH
74. WHO?
AUSTRALIANS WHO ARE MORE WARY
OF BANKS AFTER THE GLOBAL RECESSION OF 2007
THEY ARE SO WARY OF BANKS THAT THEY BELIEVE
THE TOP 4 BANKS OF AUSTRALIA
ARE IN COLLUSION WITH ONE ANOTHER
75.
76. EXERCISE
THE 4As WANTS TO GET MORE YOUNG PEOPLE
INTO ADVERTISING AS A CAREER
TARGET PROFILE?
84. WHAT CAN THE BRAND SAY? WHAT CAN THE BRAND DO?
“IF YOU SURRENDER, YOU BRING CHRISTMAS TO THE
CAN BE HOME WITH YOUR REBELS SO THEY REALIZE
FAMILY THIS CHRISTMAS” WHAT THEY’RE MISSING
85.
86.
87. WHAT CAN THE BRAND SAY? WHAT CAN THE BRAND DO?
“EXPLORE THE BIGGEST TURN REGULAR PEOPLE
COUNTRY IN THE WORLD” INTO EXPLORERS
88. EXERCISE
THE 4As WANTS TO GET MORE YOUNG PEOPLE
INTO ADVERTISING AS A CAREER
WHAT COULD THE 4As DO?
109. “We have to rethink what we call media.
Media used to be simply a way for brands to target consumers, but today,
media is the way that people are engaging with the world around them.
I believe the best brands will become media themselves:
the places, spaces, experiences people choose to spend time with.”
Lee Clow
TBWA/Chiat Day
110. RESIST THE IMPULSE TO START WITH
MEDIA/TOUCHPOINTS/CHANNELS
(THAT COMES LATER)
125. THE AMBITION
REDUCE THE INCIDENCE OF CYBER-BULLYING
IN THE PHILIPPINES BY 50% IN THE NEXT 3 YEARS
THE BRIEF
RAISE GREATER CONCERN AMONG FILIPINOS
ABOUT THE DANGERS OF CYBER-BULLYING
126. YOUR DELIVERABLES
STRATEGY
(PROBLEM, GOAL, TARGET, BRAND ROLE)
IDEA
EXECUTION
127. 2 HOURS TO WORK
10 MINUTES TO PRESENT
1 WINNER
YOUR PEERS AS THE JUDGES
