An integrated marketing strategy is a powerful way to build awareness.
Marketing a consistent message across multiple media allows them to work together, with each tactic building on one that came before. Layering tactics amplifies your message and ensures it reaches the widest audience possible. It’s especially effective when focused on a culminating point like an event or a deadline. The keys to success are: planning, consistency, and data!
Here are the six critical aspects of a successful integrated marketing campaign:
- Your Audience – Who are you trying to speak to? What is most important to them? If you’re not sure, start by asking your current families.
- Your Message – Develop a clear message (a reason to believe), a compelling look, and a direct call to action that is consistent across all of your tactics.
- Your Tactics – Select elements based on what’s worked in the past, new ideas, your budget, and your capacity. Have a consistent way to collect conversion data for each tactic.
- Your Sequence – Decide the order you want to deploy each tactic. Consider an inside-out approach: start with internal audiences and work your way out to the general public.
- Your Calendar – Working backwards, build out a development and launch plan for each tactic. Be sure you know how much lead time is required, especially for print pieces.
- Measure, Measure, Measure – Both in real-time and at the end of your campaign, make the time to understand what worked, what didn’t, and how you can improve.