integrated marketing communications
TRANSCRIPT
COME TOGETHER:Integrated Marketing Communications
Meet SarahDemographics:Early 30sMarried, no children
Geographics:House in the suburbsDowntown office
Behavior/Lifestyle:ArtsYogaBook club
A Day in the Life of Sarah
A Day in the Life of SarahWakes up, checks Facebook news feed, Twitter
Drives to work
Breaks at coffee shop
Lunch at desk, checking email, surfing ‘net
Drives to yoga
Yoga class with friends
Stops at grocery store
Stops for gas
Drives home
Checks the mail
Gets back online
Watches local news
Checks social media before bed
Facebook event and boosted post, Twitter post
Radio ad, billboard
Flyers, poster, table tents
Eblast, blog review, web and social media ads
Radio ad, billboard
Poster, word-of-mouth
Poster, in-store sponsor table
At-pump TV ad
Radio ad, billboard
Direct mail postcard, story in suburban paper
Eblast, web ads
TV ad, news story
Word-of-mouth - friends attend FB event
INTEGRATEDMultiple vehicles, multiple stages
INTEGRATEDTraditional, Nontraditional
Print, Digital, In-PersonInbound, Outbound
CAMPAIGNSTEPS
Target Audience(s)
Objective(s)
Channels
Message
Frequency
Measure/Evaluate
TARGET AUDIENCE(S)
WHY?
“When arts organizations find and attract the RIGHT audience for each artistic effort, more artists can CONNECT with audiences that appreciate and value their individual talents and ideas.”
-NAMP
OBJECTIVE(S)
Building AwarenessCreating InterestProviding InformationStimulate DemandDifferentiate ProductReinforce Brand
Increasing ParticipationTARGET AUDIENCE AUDIENCE-BUILDING
GOALRELEVANT FACTORS
Disinclined Diversify Perceptual
Inclined Broaden Practical
Current Audience Deepen Experience
Wallace Foundation Study
Attract new markets of non users
Diversify
Influenced by social groups, social experienceShaped by attitude toward the arts, perception of personal benefits and costs
Perceptual
Capture a larger share of existing market who are not currently participants
Broaden
Information about programsConvenienceCostTime
Practical
Intensify currentparticipants’ levelof involvement
Deepen
Personal transformationSocializationIntangible value
Experience
COMMUNICATION CHANNELS
PROMOTIONAL MIX
Communications ChannelsAdvertising
Social Media
Website
Public Relations
Blogging
Events
Sponsorship
TV/Radio
Sales Promotion
Direct & Database Marketing
Experiential Marketing
Telemarketing
GuerrillaMarketing
MESSAGEConsistency & Flexibility
ConsistentStay on message
Be true to your brand
FlexibleAdapt for medium (length, tone)
Adapt for audience (great date night, great buy)
Increasing ParticipationTARGET AUDIENCE AUDIENCE-BUILDING
GOALRELEVANT FACTORS
Disinclined Diversify Perceptual
Inclined Broaden Practical
Current Audience Deepen Experience
Wallace Foundation Study
FREQUENCY
7Rule of Seven
Write it down!
EVALUATE/MEASURE
Did it work?
Feedback/ surveys, anecdotal
Metrics/open rates, click thrus
Sales goals
ROI
Integrated Marketing Communications Examples
American Red Cross
Boston BalletThe Nutcracker
University of KentuckyTheatre & Dance
Escape to a fantasy world of heroes and villains.
Agnes is average. But when her teenage sister, Tilly, dies in a tragic accident, Agnes discovers Tilly’s Dungeons and Dragons notebook and sets off on an extraordinary adventure into the fantasy world of RPGs. She Kills Monsters is a witty epic with trolls, dragons, wizards and a “girl-nerd, the most uncommon form of nerd in the world."
“It will slash and shapeshift its way into your heart.” –The New York Times
April Season Announcement in 15-16 program
Summer Season Release, Eblast, Local Calendars
August Season brochure, Website, Eblast, Lobby posters
September Posters, Flyers
October Eblasts, Facebook Event, Press Release, Media Pitches, Event, Emails, Flyers, Yard Signs, Video
Social Media posts throughout - Twitter, Facebook, Instagram, Snapchat
Communication Timeline
CAMPAIGNSTEPS
Target Audience(s)
Objective(s)
Channels
Message
Frequency
Measure/Evaluate
