Integrated Marketing Communications

This event is over.

#	Module	Length	Takeaway / Content Summary
	Introductions, Overview	:30M	Workshop deliverables Define four types of integration: vertical, horizontal, external, internal Roadmap & agenda
1	Importance & Benefits of IMC	:45M	Define IMC and how it has evolved IMC trends, benefits, importance Case study: IMC sustained success Exercise: identify and prioritize challenges to implementing IMC at your company and translate to action steps
2	Vertical Integration	1H:00M	Relationship between corporate objectives (e.g., vision, purpose, values) and brand/marketing Trends & benefits of aligning with corporate objectives Case studies: aligning brand & marketing with corporate objectives through strategy and activation Exercise: develop a strategic framework to align brand and marketing with corporate objectives
	Morning Break	:15
3	Horizontal Integration	1H:00M	Role of marketing organization to deliver IMC Evolving marketing roles and organizational models Digital organizational trends & best practices to integrate across internal disciplines Case studies: marketing reorganization to integrate and drive growth Exercise: identify one key opportunity within your marketing organizational model to drive IMC
	Lunch & Break	1H
4	External Integration	1H:15M	Definition and benefits of seamless integration How the consumer decision journey (CDJ) has evolved & how best practice CDJ’s facilitate IMC Role of external partners/agencies to create seamless integration including best practices, process tips & agency integration models Case studies: seamless integration that drives relevance and engagement Exercise: develop a CDJ
5	Internal Integration	:45M	Engage employees with IMC through change management Best practices for change management (mindset + behavior) Leverage all internal disciplines to drive change Top 10 tips to integrate internally Case studies: support organizational transformation and new brand roll-out Exercise: develop high level change management plan
	Break	:15M
6	Action Plan	1H:00M	Develop action plan template Refer to exercise dialogue and templates from modules #1-5 Develop IMC action plan with milestones using “Stop-Start-Optimize” template Summary & wrap up

When

Begins:	Tuesday, March 24, 2015 at 8:30am
Ends:	Tuesday, March 24, 2015 at 5:00pm

Where

Reed Smith
599 Lexington Avenue
22nd Floor
New York, NY 10022

Instructor: Dina Shapiro

Dina Shapiro is the founder of Yorkville Consulting, a firm that provides clients with marketing capabilities training and helps them be world-class marketers by developing insightful brand strategies. Dina has worked inside Fortune 125 companies such as Citi and Alcoa, and top global agencies such as BBDO and JWT, at a 50/50 split throughout her career. She has experience across a wide range of industries, including financial services, corporate, retail, consumer packaged good, sports, travel & tourism, business-to-business, and industrials. She looks at a client’s business with curiosity and fresh perspective, to bring clients out of their everyday and open them up to new and relevant insights and connections.

Dina is a member of the ANA Faculty, and she has received top industry awards such as two Gold Effies, Cannes Lion, and an Honorary Webby. She has judged the Effies twice. Dina holds an M.B.A. from Boston University and a B.A. in Economics from George Washington University.

Upcoming Classes