INTRODUCTION
This two-day course is designed for people who want to perfect or increase their knowledge of the communications mix. Dealing with both above and below the line, online and offline communications in addition to planning and measurement tools, this course offers a truly holistic view of marcomms.
IS IT RIGHT FOR ME?
Ideally suited to all those who are involved in the planning, development or implementation of the communications strategy. This includes above and below the line media, digital and paper-based. It is particularly beneficial in giving an overview of the media landscape and identifying the benefits of an integrated approach to marketing communications.
LEARNING OUTCOMES
The program will help participants:
Undertaking a Marketing Communications Audit
- The key elements of the audit
- Review the marketing communications plan from the key stakeholders’ point of view
- Stages in the development of the communications plan
- Sources of strategy
The Communications Process
- The communications mix
- Use digital and conventional media
Communications Development Framework
- A structure for planning and implementing marketing communications
- Media and creative choices
Media Choice
- Media neutral planning
- Understand the changing media landscape
- Use social media, blogs, and Twitter
Creative and Media Strategy
- Get the creative strategy right
- Match the medium and the message
- Create the media campaign
Online vs offline communication
- The strengths of online and offline media
- Use the most appropriate medium
- Develop an integrated communication plan
The Importance of Brand
- Understand brand equity and brand positioning
- The power of the brand
- Build brand loyalty
Integrated Marketing Communications
- The benefits of an integrated communications strategy
- above, below, through and on the line
Reviewing Creative Proposals
- Understand what makes effective creative work
- Feedback positively to creative people
Budget Setting and Control
- Manage the budget
- Set the time scales and responsibilities
Communication Plan Evaluation Communications Audit
Pre-course Activity
Please bring along to the course examples of your company's communications.
WHAT WILL I LEARN?
By the end of this practical course you will be able to:
- Understand the interaction of the communications mix.
- Know how the communications process works.
- Use the appropriate communications tools.
- Understanding the roles of online and offline media.
- Use above, below, through and on the line effectively.
- Get the best value from the communication spend.
- Campaign analytics and evaluation
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