Get your MarCom in Sync


This 2011 Topshop campaign garnered an audience reach of more than 7.5 million

By: Kelly Choi

Integrated marketing and communications planning brings proven results. Take the successful example of Topshop’s ‘Wish You Were At Topshop’ campaign from 2011. Topshop integrated both online and in-store strategies which resulted in an audience reach of over 7.5 million and helped generate a year’s worth of social media activity.

However, you don’t need to be a large company like Topshop to make that big splash. A marcom strategy that is well in sync is the machine behind most successful campaigns, big or small. What does that entail?

Communication Channels Round Up
Suss out all of your available communication channels which could be online (eg., social media channels, website, email marketing, etc.) or offline (eg., print collateral, mass media advertising, in-store campaigns, etc.). Consider the market demographics for each and their level of activity to determine which would maximize audience reach and engagement the furthest. While it is important to integrate all channels, it is also important to allocate your time and resources wisely.

A Tactical Calendar
Create a daily, weekly, monthly, or annual communications plan that coordinates  each channel of communication with a specific timeframe and with a particular purpose in mind to achieve your desired outcome. This is a methodical way of sharing your message and also helps you avoid inconsistent messaging.

Consistent Messaging
This may be an obvious point but nevertheless an important one that needs to be emphasized. Your message should be consistent across all channels, be it, for example, the press release, flyer or tweet, so your audience gets the message loud and clear from all sides.

Consistent Design
This supports consistent messaging. Using the same design elements such as typography, format, colors, and graphics helps reinforce the strength of the message. For example, with a product campaign, consider incorporating your key design elements again and again for in-store posters and handouts as well as online banners and e-mailers. For company branding, we recommend using the same template for items such as letterheads, PowerPoint slides, and e-mail signatures.

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