Create an Integrated Marketing Communications Plan That Highlights the Best of Your Brand

Integrated marketing communications is the process of bringing together multiple disciplines for a cohesive overall objective, in order to accomplish your business goals. The best integrated marketing communication plan would be one that not only highlights the best qualities and features of your brand but also shows how they are meant to serve everyone who may come across them.

An integrated marketing communication plan is a strategy that combines all the different forms of communication that a company has, to create an overall marketing campaign. The “integrated marketing communication plan example” is a great way to show your brand at its best.

Customers should have a consistent experience whether they connect with your company online, on social media, or in person.

The vision, beliefs, and ambitions of your business should be reflected in everything, from the brand voice to the visual design.

The term used for this strategy is integrated marketing communications (IMC).

Integrated marketing communications are growing more and more significant as more and more consumers utilize three or more channels to study a company.

Why do integrated marketing communications work so effectively, and what are they? These questions will be addressed in this blog article, along with some advice on how to develop your own integrated marketing communications strategy.

Integrated Marketing Communications: What Are They?

Creating a consistent message and brand identity that consumers will recognize across all media is the aim of integrated marketing communications.

This calls for a coordinated approach including all facets of marketing, from sales and customer service to public relations and advertising.

Customers need to have the same experience, for instance, whether they see your product advertised on TV, hear about it on the radio, and then go to your website.

Each channel should assist the others while maintaining consistency with your message across them all.

Why is this crucial?

You need to make sure your message is being heard loud and clear in a world where 77 percent of B2B customers spend time researching products online and purchase frequency is 250 percent greater on omnichannel than single-channel purchasing.

By combining all of your marketing initiatives into a single coherent strategy, an integrated marketing communications plan will assist you in achieving that goal.

A chart comparing the order rate between single channel and omnichannel marketing campaigns.the variation in order rates between single channel and omnichannel sales.

Why Integrated Marketing Efforts Are Successful

Because they provide a consistent message across all platforms and reinforce it with each engagement, integrated marketing communications strategies are effective.

With this kind of marketing, you can manage the dialogue around your company and make sure that your target market is exposed to the same message everywhere they come into contact with your company—whether that be via paid advertising, social media, or even in person.

Additionally, since you may employ existing content and assets across many channels, integrated marketing communications campaigns are sometimes less expensive than single-channel initiatives.

Principal advantages of an integrated marketing communications strategy:

  • reach more people than with single-channel interactions
  • Maintain brand awareness across all mediums.
  • Enhance audience trust by using consistent message and marketing efforts.
  • Reusing content and assets may help you save money.

As if that weren’t enough, a study published in the Harvard Business Review indicated that multichannel shoppers spend 10% more online and 44% more in-store than single-channel shoppers.

Examples of Integrated Marketing Communications

Do you need help finding your next successful integrated marketing communications campaign? For ideas, look at these samples.

“Whassup?” by Budweisers Campaign

In 1999, the Budweiser “Whassup?” advertising campaign debuted during Monday Night Football. Characters from the campaign answered the phone and mumbled, comically “Whassup?”


By pointing visitors to its website when the internet was still in its infancy, Budweiser became a pioneer.

Visitors to the website might discover how to pronounce “Whassup” in more than 30 different languages! Only one word from the new marketing campaign boosted website views for Budweiser, proving the effectiveness of the integrated marketing communications effort.

The campaign was successful and won both the Grand Clio and the Cannes Grand Prix. The term was also used in well-known works of popular culture, including Scary Movie (2000), Friends (2003), The Simpsons (2002, 2005), and Ant-Man and the Wasp (2008).

Budweiser revived this commercial for the 2020 Super Bowl with the pandemic-themed remake “Whassup again?”


Campaign “AnyWare” from Domino

Domino’s Pizza is a further example of an integrated marketing communications strategy that was successful.

To Domino’s developed AnyWare, which enables consumers to purchase pizza using a variety of platforms such a tweet, SMS, Ford Sync, Smart TVs, and smartwatches, in an effort to boost digital orders.

Every new method of ordering was announced in a separate news release that directed readers to the DominosAnyWare.com website.

Additionally, Dominos started a nationwide TV ad campaign in 2015 with famous people praising their preferred ordering method.

The AnyWare campaign has produced 2 billion earned media impressions as of this writing, which includes appearances on The Today Show, Jimmy Fallon, and The Ellen Show. The brand had a 10.5 percent increase year over year thanks to the TV commercials.

An image of an Apple Watch with a Domino's pizza tracker on the screen. Campaign “Anywhere” from Domino’s.

the film The Martian

A prologue campaign was developed to raise awareness and anticipation for 20th Century Fox and Ridley Scott’s “The Martian” cinema premiere in 2015.

Building box office anticipation for the forthcoming movie was the aim of the “The Martian” prologue promotion.

A multi-channel integrated marketing communications plan was developed to be used with, but not limited to, social media, video, celebrity endorsements, and conventional PR and marketing initiatives.

The advertisements included a mock episode of Neil deGrasse Tyson’s StarTalk from the year 2035, a Mark Watney-starring Under Armour campaign portraying him as a superathlete of the future, and fake NASA film depicting each actor undergoing psychological testing before entering space.

The Martian had the second-highest fall opening of all time and debuted at the top of the charts. Additionally, it topped the box office charts in the US for four4 weeks.


How to Write a Marketing Communications Integrated Plan

Here are some crucial actions you must do if you want to develop an integrated marketing communications strategy that showcases the greatest aspects of your business.

1. Identify Your Audience

It’s crucial that you spend the time getting to know your audience before you begin creating your communications strategy.

Think on demographic elements including age, race, gender, income, and locality. Also think about education level. Consider behavioral and psychological characteristics next, such as values, interests, and hobbies.

Take into account demographic parameters including age, gender, race, education level, income, and location. Remember to include psychological and behavioral characteristics like values, interests, and pastimes.

You may improve the outcomes of your marketing effort by developing a customer profile that is especially targeted to your ideal client.

You could have more than one client profile for a particular campaign in certain circumstances. You could sometimes have many consumer profiles for a single campaign. In such instance, segmenting your audience would be crucial so that you may customize your message for each group.

If you’re promoting a new line of eco-friendly cleaning products, for instance, you could have two different consumer profiles: one who is interested in cost savings and the other who is interested in protecting the environment.

You may develop an integrated marketing communications strategy that showcases the greatest aspects of your business by tailoring your message to each demographic.

Establish a Budget

Let’s face it, your first integrated marketing communications campaign may not be able to afford to employ Neil deGrasse Tyson, NASA, and Under Armour.

But it doesn’t exclude you from developing an effective message.

Setting a reasonable budget and allocating your resources in accordance with it is crucial.

If money is tight, concentrate on producing excellent content that can be shared through a variety of ways.

Look for high-profile collaborations, influencer marketing, and other paid media options if you have a bigger budget.

Make sure you have a detailed strategy for how you will spend your money and what your spending restrictions are in both scenarios.

3. Describe Your Unique Selling Proposition (USP)

Understanding what makes your brand distinctive is one of the most crucial aspects of developing an integrated marketing communications strategy.

  • What can you provide that nobody else can?
  • What skill do you possess that no one else does?

You may create a compelling unique selling proposition (USP), which will be a crucial element of your communications strategy, by responding to these questions.

Make sure your USP is prominently displayed in all of your marketing materials after you have identified it.

It should be the thread connecting all of your communication channels and delivering a clear message to your intended audience.

Your USP may be, for instance, “Premium and comfortable automobiles offering exceptional engine performance” if you are a luxury automobile manufacturer like Audi.

Make sure this message is apparent in all of your marketing materials, including your ads, social media postings, website content, and other written materials.

The greatest sneakers for sports and fitness may be your USP if you offer running shoes like Nike.

Once again, this message has to be the same across all of your communication channels.

Consider carefully developing your USP as it will serve as the cornerstone of your integrated marketing communications approach.

A venn diagram depicting the difference between what your customers want and what your business does well. In order to develop a successful integrated marketing communication strategy, use your unique selling proposition.

4. Select the Platforms You’ll Employ

You need to choose the channels you’ll utilize to reach your target audience after you’ve decided who you’re speaking to and what you want to say.

Every company will have a distinct solution, but some typical choices include:

  • email advertising
  • social networking sites (Facebook, Twitter, Instagram, LinkedIn)
  • Aadvertising (digital and traditional)
  • marketing with content (blog posts, infographics, eBooks)
  • Tradeshows and events
  • PR and media outreach

You must choose the precise strategies you’ll use on each platform after selecting your overall channels.

Will you mainly depend on paid advertisements or organic postings, for instance, if you’re utilizing Facebook to reach your target audience? What kind of material would you put in your newsletters if you use email marketing?

By asking oneself these kinds of questions, you may develop a more thorough and successful IMC plan.

4. Messaging Design

The manner you actually connect with your audience will change based on the platform you’re utilizing, even though your brand voice has to be consistent across all platforms.

For instance, the language you use in a Facebook advertisement will vary from the language you use in an email newsletter.

Depending on whether you’re aiming to increase awareness, get leads, or make sales, your tone may also differ.

As you establish your content schedule and begin to fill it with message that is consistent with your brand language and the objectives of each individual piece, keep this in mind.

Here are two instances from the shoe brand No Bull, which employs various communication strategies in Facebook advertising as opposed to tweets.

An IPhone screen showing a Facebook ad of sneakers. a No Bull Facebook advertisement sample.

About to take on the week like… Congrats on a great finish in Dubai, Tola!#IAMNOBULL #JustTheHorns #BehindTheHorns pic.twitter.com/RqlABILona

— NOBULL (@justthehorns) December 16, 2019

6. Set your objectives and targets.

You nearly have everything in place to begin implementing your IMC strategy, but first you must establish some objectives and goals. Think about the following:

  • What do you hope your integrated marketing communications strategy will accomplish?
  • Are you attempting to expand your reach externally?
  • How about intra-office communication?
  • Do you have a specific target demographic in mind for your message?

You may track your progress by giving numbers to your goals. If one of your objectives is, for instance, to raise brand recognition, you may gauge this by counting the number of internet mentions your brand gets.

Or, if you want to increase customer happiness, you may conduct a post-purchase survey of your clients.

Other objectives can be:

  • email subscriptions
  • Social media engagement and followers
  • website visitors
  • conversions or sales
  • Making calls
  • ticket sales and event registration

It’s time to start implementing your integrated marketing communications strategy once you have certain objectives and targets in mind.

7. Monitor and improve

Once your integrated marketing communications plan is in motion, it’s critical to monitor results and make adjustments as needed.

Analytics are essential for determining what is and is not functioning.

Keep an eye on the objectives and KPIs for your campaign and make any required adjustments. Do not be hesitant to make changes if you are not getting the desired results.

As an example, consider that your integrated marketing communications strategy includes an email campaign.

You may wish to monitor metrics like:

  • Rates of Oopen
  • rates of click-through
  • rate of unsubscribe

You may want to think about altering your email subject lines or content if your open or click-through rates are poor.

Or, if your unsubscribe rates are greater than usual, it can be a sign that your audience isn’t interested in the information you’re producing.

It’s crucial to continuously test and gauge how well your campaigns are doing so you can make the required modifications to guarantee success. You’ll be able to develop an integrated marketing communications strategy that showcases the greatest aspects of your brand by doing this.

Plans for Integrated Marketing Communications: Frequently Asked Questions

Describe the meaning of integrated marketing communication.

An method to marketing known as integrated marketing communication employs all facets of a business’s communication channels to present a consistent message.

What advantages can integrated marketing communications plans offer?

An integrated marketing communications strategy has the advantage of ensuring that a company’s marketing initiatives are coordinated to present a consistent message.

Which five integrated marketing communication formats are there?

Your product or service may be marketed in one of five ways. They are public relations, advertising, direct marketing, online marketing, and sales promotion. These strategies may all be used to provide a seamless marketing strategy.

Plans for integrated marketing communications increase ROI?

By ensuring that all marketing initiatives coordinate to present a consistent message, integrated marketing communication strategies may really assist increase ROI. This will raise brand recognition and customer retention, which will boost revenue and earnings.

Integrated marketing communications plans: A Few Last Words

Any business must have an integrated marketing communications strategy in order to succeed.

You can make sure that all of your marketing initiatives are coordinating to convey a consistent message by developing a strategy that defines the primary methods for promoting your business and product.

Increased brand recognition and consumer loyalty may follow, which may boost revenue and earnings.

The final outcome? a more prosperous business that is better equipped to compete in the market of today.

How have integrated marketing communications been successful for you?

Consulting with Neil Patel


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The “elements of integrated marketing communication” is a plan that highlights the best of your brand. The plan should include marketing, public relations, and advertising.

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