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Integrated Marketing Communications

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Module

L.E.A.D. Learning Approach

Time

Learning Experience Summary

1

Set the Stage

Learn

:15M
  • Welcome and introductions
  • Summary of ANA Member benefits
  • Review L.E.A.D. learning approach
  • Review workshop objectives, expectations, roadmap, agenda

2

Customer Decision Journey: Stages

Learn

:15M
  • Learning objectives
  • Define customer decision journey (CDJ)
  • Learn about brand and customer insights that create an effective CDJ foundation
  • How mapping the CDJ helps you be more customer-focused

Experience

:15M
  • Best practices to create a CDJ template
  • Case study

Apply

:30M
  • Break-out team exercise: write CDJ stages
  • Groups report out
  • Summary/reflection on key learning points

 

Break

 

:15M

 

3

Customer Decision Journey: Touch Points

Learn

:10M
  • Learning objectives
  • Ever-increasing role of digital in the CDJ
  • How digital and other touch points within the CDJ drive engagement

Experience

:15M
  • Best practices to determine which touch points to include in each stage of the CDJ
  • Case study

Apply

:35M
  • Break-out team exercise: determine key touch points across CDJ stages
  • Groups report out
  • Summary/reflection on key learning points

 

Lunch

 

:45M

 

4

Customer Decision Journey: Messaging

Learn

:10M
  • Learning objectives
  • How to determine key messaging for touch points across CDJ stages

Experience

:15M
  • Best practices to prioritize messaging for touch points for CDJ stages
  • Case study

Apply

:35M
  • Break-out team exercise: determine key messaging for CDJ touch points and stages
  • Groups report out
  • Summary/reflection on key learning points

 

Break

 

:15M

 

5

Overcome Internal Integration Barriers

 

Learn

:15M
  • Learning objectives
  • Trends that have increased the need for integration
  • Internal integration barriers
  • Client / Agency integration barriers

Experience

:15M
  • Best practices to overcome integration barriers
  • Case study

Apply

:30M
  • Break-out team exercise: discuss your current integration strengths / weaknesses & reasons
  • Groups report out similarities or differences across their organizations
  • Summary/reflection on key learning points

 

Break

 

:15M

 

6

Develop IMC Process

Learn

:15M
  • Learning objectives
  • Integration process barriers
  • Client / Agency process barriers

Experience

:15M
  • Integration process best practices
  • Case study

Apply

:60M
  • Break-out team exercise: discuss your current integration process steps, disciplines involved, and leader for each process step
  • Groups report out similarities or differences across their organizations
  • Write individual action plans to optimize integration process at your organization
  • Group dialogue: each individual shares their action plan highlights

7

Learning Reflection and L.E.A.D. Action Plans

Discover

:30M
  • Instructor recap workshop highlights & key points
  • Group reflection and discussion on learnings
  • “Discover More” resources
  • Closing remarks
When
Begins:Monday, November 16, 2015 at 8:30am
Ends:Monday, November 16, 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.