Making an Integrated Marketing Communications (IMC) Plan, or a Content Calendar, specifically for a not for profit (NFP)? Learn and get the best template here.

Integrated Marketing Communications or IMC for short is a critical component to a business organization. An IMC plan has the capability to assure that all promotional components and tools for the organization work together effortlessly. Moreover, it can create competitive advantage, boost sales and profits, while saving money, time and stress.[1] As a marketer, it is important to recognize its importance, and to master how to devise the most successful plan for your particular organization.

Over the past few months I had the opportunity to master my marketing capabilities. Once again, I was able to push my abilities to the limit. I happened to thrust my capabilities all under the guidance of someone I happen to have a high regard for, Andrea Niosi. Right from the onset, I knew the main task given by Andrea was going to be a challenge. For practice, throughout the past few months, the mission has been to create an IMC plan for the Vancouver Whitecaps organization. This is no easy feat. Its significance: in theory, my team and I were given a $3,000,000 budget for the plan. I had the privilege of working on this plan with three bright colleagues. In December, we present our completed plan to the Whitecaps organization in person at their beautiful office, in downtown Vancouver.

Naturally, a major part of this plan was a creative brief component. The creative portion to this mission was especially interesting. It was fun learning and growing our creative capabilities over these past few weeks. Humbly, I never knew I could be so creative.

Additionally, I was also able to create a content calendar for the first time.

More on the content calendar: a content calendar is a very important tool. It is a shareable resource that marketing teams can use to plan all content marketing activity. The benefit of using the calendar format, rather than just a long list of content to be published, is that you can visualize how your content is distributed throughout the year. This allows you to:

  • plan content around key events in your industry or important dates;
  • see where you have gaps in your content plan, with plenty of warning to line up more content;
  • and make sure you have your content ready in plenty of time to publish.[2]

In conclusion, a content calendar is a very important and useful tool that will in the long run make your life as a marketer that much easier.

The reason why I admire Andrea is because she influenced myself to be a better person. I was encouraged to choose a not for profit organization, or NFP for short, that I personally cared for, to make this tremendously useful content calendar for. Ultimately, I ended up becoming a Chief Marketing officer, or CMO for short, for a local NFP for the duration of the past few months, all because of Andrea’s positive intention. I was able to do the following for the NFP:

  • organization and implementation of a year-long Content Calendar, where I was to create all of the content,
  • offer imperative marketing advice and suggestions,
  • also, help raise awareness and funding by contacting various donors and foundations.

My experience gained while helping the NFP was tremendous. As we come near to the completion of 2014, it is difficult to get over how much I was able to learn all in this short period of time. Not only did I learn a great deal, but I also helped out the community. Overall, I feel extremely accomplished.

Are you enticed to create a content calendar now? Are you looking to create a content calendar for a NFP? The best template I found, specifically targeting NFP’s can be found at the following URL:

http://www.lightboxcollaborative.com/2014-editorial-calendar

Sources:

[1] http://www.multimediamarketing.com/mkc/marketingcommunications/

[2] http://www.convinceandconvert.com/social-media-strategy/how-to-build-a-content-calendar-plus-a-free-template-for-2014/

MRKT 4160: Business Development E-Portfolio – Personality Types

Throughout this course, I learned many key things that will help with my future career. However, among the many new things I learned, I found the following main element from this course very important to my future. The personality types element was definitely one of the most useful things that I was able to concrete into my mind.

The four personality types according to Carl Jung are:

Thinker: This person values logic, ideas, systematic inquiry. They need ample facts, data, and they want it to be orderly and logical.

Intuitor: This person values innovation, concepts, theory, and language. This person can be related to by referring to the bigger picture. Showing ample time and then stressing the time to help persuade them is helpful when dealing with them.

Feeler: This person is very people oriented. They are sensitive to peoples needs. They may have you wait for others before the meeting begins. They like to small talk. It is best to have the presentation for them in a personal environment; one must push the decision on them.

Sensor: This person values action. They prefer things done to be brief and to the point. They like looking at graphs and models. It is best to be verbal with them.

The activity Neil Tracey, our Professor, had us do in class was especially fun and interesting; it is something I will remember for a long time. We played a role-playing game where we entered a person’s office, and were to determine which personality type they were after viewing their office and chatting for a few minutes. I have now gotten the hang of identifying which personality types people are, a lot quicker.

Ultimately, it is extremely helpful knowing what personality style your potential customer is. If you know which style they are, you can approach them in an effective, well executed way, and in final hopefully increase the chances of gaining their business or account.

You should consider hiring me because by taking this course, I reliably demonstrated the ability to:

  1. Identify multiple contexts in which new business development exists
  2. Examine advanced selling, negotiation and strategic account management abilities
  3. Develop profitable client relationships
  4. Identify Business Model Designs and other mathematical techniques like IRR, NPV, ROI, Break-even, Ratio, and others.
  5. Mane the competitive landscape
  6. Recommend strategies for dealing with ethical challenges in a variety of sales contexts
  7. Assess legal contracts

Moreover, I built upon my current skill base and added the ability to quickly and efficiently identify personality types and execute an effective plan in how to deal with them accordingly.

KMA Industry Tour – November 21st 2013

Note: You can also find this blogpost on the Kwantlen Marketing Association (KMA) website.

“I loved it. I can’t wait to graduate and get into the real world.” – KPU Business Student

The industry tour held on November 21st was a great success! Thank you to everyone who came out and participated. Also, thank you to our generous hosts Concerto Marketing Group and Golden Lemon Creative – they are responsible for making this tour so informative and exciting. KPU students and members of the KMA witnessed what our lives may be like in the near future.

Here’s some information on our hosts:

Concerto Marketing Group

Concerto offers a full range of qualitative and quantitative research services. They’re a perfect balance of linking strategy, research and brand. They provide their clients with superb expertise and counseling in individual marketing disciplines.  Their belief is “knowing is better” this is adopted throughout their corporate culture and is seen through their work ethic. They provide full data; insight and analysis to their customers to better understand the market and consumer.  By building around these insights, Concerto is able to leverage the colours of psychology to connect emotionally with consumers.

Golden Lemon Creative

Gold Lemon is a group of engagers that manage various businesses social media campaigns. They focus on content creation, SEO, web design and profile management of all the major social media platforms. They service a diverse range of industries such as health & fitness, fashion, education and investment firms.

For this event, we were able to tour both offices and actually interact with employees and management. How cool is that? The tour was truly inspiring. Students were able to enquire and essentially ask any questions they had on their minds – directly, face to face. The students in turn received a satisfactory response immediately. Here’s a little taste of some questions asked:

- If you could go back to school, what would you do differently?

- Are the job opportunities better in Calgary or Toronto, compared to Vancouver?

- How do you deal with difficult clients?

- How are you able to find new clients?

- What was it like starting your own business? What were some difficulties you had to tackle?

Wouldn’t you love to ask these questions directly to a reputable business professional as well? Many students would.

Furthermore, Rob, partner and co-conductor of Concerto Marketing Group, stressed the importance of experience. He explained how schooling is necessary, but also how experience and networking are equally as important. He recommended that students try to network and gain some hands on experience.

All in all, we hope this post has enticed you to learn more about the industry tours we organize, please feel free to contact us if you have questions. Come out and share this experience with us. We are currently trying our best to organize as many of these tours as possible. Also, you are warned: the spots fill up fast – make sure you’re on our email list so you can register right away!

- Rajan Bains, Director of Events, Kwantlen Marketing Association

Managing the Communication Process

Now that this semester is finally coming to an end, I can proudly say, I have learned and accomplished a lot. Managing the Communication process was a very informative class. To be absolutely honest, I at first thought that this class would be an absolute breeze. I was undoubtedly wrong. In this post, I will be going over what I have learned thus far, how it applies to my managing the communication process class, and how I intend to use my newfound knowledge in the future. I have always been an excellent communicator, but this class put it into a whole new context. Fortunately, I am now proud to call myself an expert on managing the communication process.

 

As I consider a future career as a marketing professional, I must understand the importance and role of managing the communication process. There a certain factors you must always remember.

 

First of all, I learned, what the managing the communication process actually is in the business and marketing view. It is the management of communication between marketing and the following: community, shareholders, other internal company departments, external media (journalists, bloggers, etc), senior company management, agencies, current customers, and prospective customers, also who ever else there may be relative to each individual business.

 

It is true to say that I have learned a lot but no one really is an expert. I have learned that in my future career, I am still going to be a student. You must always be learning and adapting, chasing perfection. I do not think I will ever stop learning things as I develop. I learned that communication is a process, not an event. The communication must be received, retained, and recalled. You must be efficient and retain a valuable reputation in this industry. Reputation is important, and I intend on building an excellent one right from the beginning, in fact, I have already started. The digital world is forever changing, so should your creativity. To stay competitive you must be never boring – be bold. The future is changing rapidly, and there are untapped markets out there waiting to be devoured. If you want to get in, get in, and be the best at it. Be good at what you do.

 

There are eight main things to look at when focusing on integrated marketing communications.

 

  • What are you campaign/communicative objectives?
  • Who is your audience?
  • What is the current situation?
  • What are the objectives or what is your desired result?
  • What is the key message?
  • Which media or message method (channel) will you use?
  • How will you measure or track this?
  • Last but not least, what is the budget?

 

It is important to align all resources and points of contact. Also, be consistent over time. It is easy to loose focus and get off track. An example of consistency is to always use the same methods or even the same logo. When dealing with audience know which tone or method to use best. Your reputation is important, so know what your brands reputation is at the time. Implement controls while still empowering staff. November 20, 13 I went to a leadership speaker event at Cascades Casino in Langley, BC. Here the speaker, who was a graduate of Harvard Business School, spoke about empowering staff. He confirmed what I learned from Rajinder Singh, my professor at KPU – its important to have controls in place, but there should be a balance between trust and control. The speaker at the event shared his experience, as a managing professional, employee’s work harder when they know their boss trusts them. This is just an example of the importance of communication. How will you communicate you care, how are you going to communicate you trust? How will you communicate whatever you are trying to get across, and what is the best method?

 

Get into the targets mind. Try to see through their eyes. See what they are thinking and or doing, relative to your message. As a marketer, this is the view that I will try to utilize.

 

There are three main media options – paid, owned, and earned. Paid media is something you must pay for, example, broadcast (TV or radio), print, and online. Owned media is, like my blog here, websites, and stakeholder communication. Finally, there is earned media, earned media is what others say about you. These three media options must be utilized and effectively used, dependent on each campaign and situation.

 

Research and tracking is very important as well. In-depth research is required before you figure out what exactly is needed. Statistics and certain markets need to be tracked. This includes, data mining, primary or secondary research, qualitative and quantitative, and competitive activity. Watching what competitors do is a great way to get a feel of which direction they are going in and why. Many successful businesses benchmark, it’s a great way to make sure you are competitive in your market.

 

I would like to finish off with one of the most important thing I have learned thus far. Any marketing professional needs to be an expert in this: listening. It’s a customer-centric environment in today’s world. Especially when focusing on technology, the rapid change requires active listening. You must stay up to date and with the times. Know your listening skills and know where to improve. Try and stay up to date with current times as well.

 

I know, in my future career that I will use what I have learned thus far, effectively and efficiently.

This is my E-Portfolio

Here you will be able to get to know me a little more. I will maintain it dynamically over time and try to post regularly. I will be posting pictures, videos, or text posts that express my personality and workmanship. I will be able to portray myself, directly to you. This is my way of showcasing my abilities and personality. This E-Portfolio is an excellent method of communication between you and me. This is relative to a class I took at KPU. The class title was “Managing the Communication Process” – this in reality is my earned media. It can be easily shared and viewed by anyone. These postings will describe the person I am – I will be able to plan and build for the future; this element will give myself a broader opportunity, as well offer you, the viewer, the opportunity to gain the insight you desire.