Integrated Marketing Foundations and Campaign Strategy

In this lecture I’ll revisit the importance of standing out from the noise, similar to traditional integrated marketing, brands needed a way to get in front of consumers, build loyalty and convert them. Due to the channel noise and distractions we have today, we need to do the same thing.

In this lecture you’ll learn the most important aspects of integrated marketing and why integrated marketing campaigns can make such an impact.

In this lecture, you’ll learn how to outline a strategic integrated marketing campaign.

In this lecture, you’ll learn how to leverage research, data, and insights to help inform your campaign strategy.

In this lecture you’ll learn how to write a clear and concise campaign overview or summary statement.

In this lecture you’ll learn how to write a campaign objective and set the goal for your campaign.

In this lecture, you’ll learn how to set clear KPIs for your campaign, so you know exactly what metrics you’re measuring and will be able to track and analyze your campaign’s performance.

In this lecture, you’ll learn how to define your target audience, so you know exactly who you’re trying to reach with your campaign.

In this lecture you’ll learn about audience segmentation so you can further personalize your campaign message and channels and increase loyalty and conversion with your target audience.

In this lecture you’ll learn how to finalize your campaign timeline and why it’s so important to your overall strategy.

In this lecture you’ll learn how to select the right marketing channels for your campaign. This is my favorite part of campaign planning because it’s when you can really envision your campaign coming to life.

In this lecture, you’ll learn how to set KPIs for each channel so you can track how each performed, and how collectively they perform to reach your overall campaign goal.

In this lecture, you’ll learn how to map out your campaign plan and show each day what is expected to happen channel by channel and how they all come together to bring your campaign to life. By the end of this lecture you’ll have a detailed campaign plan you can share with channel owners so they know exactly how to set up your campaign.

In this lecture you’ll learn about audience and program suppression so you can launch a successful integrated campaign without conflicting messaging that confuses customers.

In this lecture you’ll learn how to finalize your campaign assets for each channel, so you can begin working with creative teams to bring your campaign to life.

In this lecture you’ll learn how a good creative brief can make or break your campaign. By the end of this lecture you’ll have a full understanding of the importance of a creative brief and will be ready to get started.

In this lecture, I’ll walk you step by step through the core elements of a creative brief. 

In this lecture, I’ll review tips on how to tell a consistent and compelling narrative across multiple channels and maintain a consistent brand identity for your campaign.

In this lecture, you’ll learn how to run a successful kick off so you can align key stakeholders on your campaign strategy and timeline, and be prepared for a successful campaign launch.

In this lecture, you’ll learn how to give constructive creative feedback that will excel your campaign and help you build a strong relationship with your brand team or creative agency.

In this lecture, you’ll learn the key tasks that will help you stay organized and hopefully stress-free during your campaign launch.

In this lecture I’ll discuss how to gather the results and insights you need to analyze your campaign. By the end of this lecture you’ll be ready to get started in your summary process.

In this lecture, I’ll walk you step by step through your campaign analysis so you know how well it performed against your goals and KPIs.

In this lecture, you’ll learn how to package your results and analysis so you can share it with your manager, team and broader company. It’s time to show off all the great work you’ve done!