Instructors: Dr. Don E. Schultz
Professor Emeritus-in-Service, Integrated Marketing Communications Department at Northwestern University

Heidi F. Schultz
Adjunct Lecturer, Integrated Marketing Communications, Northwestern University and Executive Vice President, Agora, Inc.

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Keys to More Integrated and Effective Brand and Marketing Communication—and Better Returns on Your Marketing Investment...in a Marketplace Run Amok

To effectively communicate with customers in today's noisy and demanding "push" and "pull" communications marketplace requires new and unique approaches and methodologies, professional discipline, intense focus, sharp tools, management commitment. In this seminar, two pioneers of the Integrated Market Communications (IMC) approach outlines a step-by-step customer-centric process to help you build an integrated, Next Generation IMC program that insure direct, measurable impact to the bottom line.

The Association of National Advertisers (ANA) has, for the second year in a row, named Integrated Marketing Communication (IMC) as the top challenge facing their members. In an online/offline, digital/analog, short-term/long-term, sales-driven or brand-oriented marketplace, integration and alignment have become the critical issues for all marketing communication managers. This seminar is based on the global, cutting-edge approaches the Schultzes have developed through their global consulting and teaching assignments around the world.

Objectives

This seminar will help participants increase their return on business-to-business brand and marketing communication investments by making the communication process more systematic, integrated, targeted, and accountable for business results.

If you have ever been asked the four dreaded questions about marcom:

How much should we spend/invest?
What tools should we use?
What return will we receive?
Over what period of time will these returns occur?

This seminar is for you. It provides the answers, the tools, and the rationale you have been needing.

Who Should Attend

Marketing and marketing communications managers, brand and product managers, sales managers with marketing communications responsibilities, strategic planners, information technology managers, and new product development managers.

Content

The seminar is based on the text Next Generation IMC text by Don and Heidi Schultz. This is the update on the basic IMC text developed by Schultz, Tannenbaum, and Lauterborn in the early 1990's. It moves IMC into the 21st century by focusing on how integrated processes can improve and impact the organization's entire communication program. This seminar will feature the new issues of value-based communication approaches, generating management commitment, brands and branding, global communication development, measurement of communication impact to interface with the Balanced Scorecard and Six Sigma initiatives, and the critically important area of internal communication and branding.

The focus will be on the development of hands-on IMC processes that participants can take home and put into practice immediately. Several global case studies will be used to illustrate processes and procedures. You'll also work through the "5 Step Process" for planning measurable, effective customer-centered communication investments.

A sampling of the content included will be:

IMC in the Business-to-Business Marketplace

• Marketing communication in transition--from "push" to "pull" to "alignment"
• Redeveloping managerially relevant communication processes
• Shift of information technology--using the Marketing Diagonal
• Developing brands, branding, and brand communication management in an online and offline world
• Relating the concepts to your organization and building an organizational structure that "fits"

Basics for New Planning and Measurement Process

• From functional activities to process planning
• The IMC Planning Matrix
• Planning and measuring incremental value
• Understanding short-term and long-term returns
• Relating the concepts to your organization

Developing a Five Step IMC Process for Your Firm

Step One —Using Behavioral Databases to Understand Customers and Prospects

• Relating the concepts to your organization
• Where is your data?
• Identifying relevant customers

Step Two —Identifying and Valuing Customers and Prospects

• Measuring income flows
• Relating the concepts to your organization
• Identifying customer value

Step Three —Developing and Delivering Messages and Incentives

• Brand audits and brand contact analysis
• Understanding incremental value
• Relating the concepts to your organization

Step Four —Estimating/Measuring the Return-on-Customer-Investments

• Spreadsheet analysis of returns
• Short-term measures
• Marketing mix modeling

Step Five —Budgeting and Allocation of Finite Resources

• Measuring long-term brand value
• Your brand as long-term intellectual capital
• Building a brand scorecard

Relating IMC to Your Organization

• Barriers to integration
• Results of benchmark and best practices studies
• Getting buy-in to IMC across your organization

Developing Next Generation IMC Value

• Developing internal branding and communication programs
• Aligning IMC with Balanced Scorecards and Six Sigma requirements
• Aligning product and SBU brands with the corporate brand
• Gaining management buy-in for your program
  
  

Format

The two-day seminar starts at 8:30 a.m. and ends at 5:00 p.m. each day. The seminar combines lecture and discussion, real-world cases, and team exercises. With limited attendance, there is ample time for extensive discussion and interaction. All materials for the seminar will be provided.

Instructors

Dr. Don E. Schultz is Professor Emeritus-in-Service in the Integrated Marketing Communications Department at Northwestern University. He was the lead author of the landmark IMC text, Integrated Marketing Communications, Putting It Together and Making It Work. His text Measuring Brand Communications ROI was published by the Association of National Advertisers in 1997. Communication Globally: An Integrated Marketing Approach was released in April 2000. Raising the Corporate Umbrella is the latest word on corporate communication planning and measurement (2001).

Heidi F. Schultz is Executive Vice President of Agora, Inc., a marketing and branding consulting firm based in Evanston, Illinois. She is also a lecturer in Northwestern University’s Department of Integrated Marketing Communication where she teaches a graduate course in Building Brand Equity. She has over two decades experience in media management, direct marketing, market research, and strategic planning. She has worked with clients in the areas of publishing, tourism, hospitality, restaurant, retail, industrial products, technology and financial services, and specializes in the strategic marketing communication planning, branding, and the application of database information to integrated marketing communications programs.

Schultz is a frequent speaker on integrated marketing and brand communication and conducts training sessions for corporations, marketing service providers, and media organizations. She is the co-author, along with her husband Don Schultz, of several articles and columns on IMC, brands and branding. In 2003 the couple completed two books, “IMC: The Next Generation” published by McGraw-Hill, and “Brand Babble: Sense and Nonsense About Brands and Branding.” published by South-Western/Thomson Publishing.

Cost

ISBM Member: $1,500
Non-Member: $2,500

Cancellation Policy

Up to 30 days prior —no fee
Between 29 – 15 days prior —$100 fee
Within 14 days prior —full conference fee due
All substitutions within 14 days prior to the seminar will be subject to a $50.00 administrative fee.

Contact Us

Paula Dorminy or Gary Holler
Phone: 814-863-2782
Fax: 814-863-0413
E-mail: isbm@psu.edu