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Integration:It’s More Than Just Marketing
Sean WilliamsLake Communicators
April 14, 2010
Definitions
1. Integration: The act of forming, coordinating or blending into a functioning or unified whole.
2. Integrated Marketing: Strategy aimed at unifying different marketing methods such as mass marketing, one-to-one marketing, and direct marketing.
3. Integrated Communication: A comprehensive plan that evaluates the strategic roles of a variety of communication disciplines – advertising, public relations, personal selling, and sales promotion – and combines them to provide clarity, consistency, and maximum communication impact.
Definitions from Merriam-Webster online dictionary, Business Dictionary.com
Media Relations
Direct Mail
Web
Advertising The Grapevine
Employee Comms
Marketing Manager Communications
Objectives
True Integration
• Doesn’t subordinate one department to another.– Marketing is transactional – exchange for value– Sales is just one measure of success– Stakeholders may have differing objectives
Integration
• Doesn’t have to be formal• Isn’t necessarily a precursor to consolidation• Can offer significant economies of scale
CommunicatorsObjectives
Communications!
Open Communication in Crisis
• Daily conference call among all internal communication representatives (then weekly)
• Monthly expanded staff meeting including all of them in person
• Corporate Communication attendance in Retail, Private Banking and Commercial Bank communication meetings
• Reported to SVP Corp Comm with sitrep
Coordination at Goodyear
• VP-level dotted line reporting for non-North America tire businesses
• Established consistent planning process worldwide (w/VP accountability mechanism)
• Ideas shared across geographic business units• Event calendar to improve coordination • Corporate leaders visit pan-European PR
conference
Collaboration at National City
• Marketing enlists Corp Comm to work on Real Stories campaign with Retail Communications
• Corporate Comm works with other groups on materials development
• Retail Comms asks Corp Comm for help on retail investment material development
• IR, Corp Comm, Law, form cross-functional team with agency for financial release, etc.
CommunicatorsObjectives
Communications!
The Three “C’s”
• Communication
• Coordination
• Collaboration
If it’s not broken…
• Keep your focus on the desired outcome• Don’t “Build Empire”• Estimate potential cost savings correctly• Enlist, don’t preach
If it IS broken…
• Do your homework• Think of externalities • Don’t assume you’ll lead the team• Ask for help
Integration:It’s More Than Just Marketing
Sean WilliamsLake Communicators
April 14, [email protected]
216.333.1615@CommAMMO