Integrated Marketing
Integrated marketing is the process of matching the right mix of messages with the right mix of media at the right time to inform and motivate desired action from key audiences. Integrated marketing has vertical as well as horizontal dimensions. Within an operating group, such as enrollment management or institutional advancement, the right mix of direct marketing, public relations, print materials, advertising, and web interaction can have a major positive impact on the goals of the group. Horizontally, when marketing messages, visual identity, and mix of media are applied with a sensible amount of consistency, all communications efforts not only achieve the tactical goals for which they are intended, but they also combine to build a cohesive brand and identity.
To help operating groups and entire institutions effectively apply integrated marketing, we:
- Research current perceptions among key target audiences and help identify desired institutional goals (knowledge, attitude, action) regarding each audience;
- Assess current marketing plans, audit the current practices in the use of messaging and media targeted to those audiences, and inventory the mix of internal/external resources and funding being applied to marketing initiatives;
- Inventory, as appropriate, the integrated marketing approaches of benchmark competitors;
- Conduct brainstorming sessions that better integrate the ideas and efforts of service providers used by the institution.
Based on our research and analysis, we deliver:
- An integrated marketing plan that – by audience – frames targeted goals, key messaging, mix of media, production and release schedules, and associated budgets;
- Recommendations on the mix of internal and external resources that will provide the most economical and effective return on investment in implementing the plan;
- Creative collaboration with design, interactive, public/media relations, and advertising personnel.
Key outcomes addressed:
- More engagement with, and desired actions from, target audiences
- More effective use of limited resources and budgets
- More cohesive branding and identity
- Greater productivity through repurposing of materials and messaging
- More timely communications in ways desired by key audiences