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Overview

Marketing communications, whatever the media used, cost time and money. This workshop will show you how a well thought-through communications plan ensures your resources are used effectively and efficiently and how all the tools, techniques and media work together to drive the customer journey. We will show you how to achieve the optimal balance of brand building with sales activation in your campaigns and demonstrate the power of collaboration, amplification and a ‘No Dead Ends’ philosophy.

Who should attend?

You may have specialised in one communications discipline and now need to take an overview. Perhaps you have moved to a managerial role and now need to create your first plan. Or maybe you have been planning communications for some time and simply want to reflect on your approach and gain some fresh ideas, robust tools and templates.

Learning outcomes

• Understand why fragmentation of media channels requires an integrated approach to communications planning
• How to use a proven, simple, six-stage approach to IMC planning
• Set organisational (business), marketing and communications objectives that work together and can be measured
• An understanding of how integrated communications can drive behaviour change
• Adopt an approach to thinking about how your audiences perceive value and how this can be used to shape your value proposition.
• Use your value proposition to determine positioning and messaging.
• Create and translate a communications goal and tasks into a powerful IMC planning brief
• Select communications tools and media based on their merits, your objectives and your constraints (such as budget).
• Measure the performance of your integrated marketing communications using outcome metrics and return on investment criteria.

Course Dates

Start Date Days Location
24 Oct 2019 1 London
 
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28 Nov 2019 1 London
 
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06 Feb 2020 1 London
 
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04 Mar 2020 1 London
 
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02 Apr 2020 1 London
 
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14 May 2020 1 London
 
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24 Jun 2020 1 London
 
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Course Director

Vanessa Moon

Vanessa Moon’s experience in marketing, brand, insight and integrated communications stretches over 28 years. Her reputation has been built across a variety of agency and client roles and longstanding project, training and consultancy work that includes clients such as Taylors of Harrogate, Yorkshire Tea, Asda, Avon, BBC Studios, Kraft, KP, Bacardi-Martini, Haymarket, Xerox, Zava, TFL, Lloyds and Legal & General to name a few. She has trained and consulted international brands across EU, EMEA, Latin and Central America, held roles on several Marketing Excellence Councils, is currently a CIM faculty director and a course director at Oxford College of Marketing and director of Brand Usability. She is a popular guest speaker and facilitator and is consistently recognised as engaging and inspiring - with the knack of simplifying training tools and templates in ways that make them relevant and easy to implement for the business. Vanessa encourages marketing with social purpose.

Enquire

To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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