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Definitions Integration:The act of forming, coordinating or blending into a functioning or unified whole. Integrated Marketing: Strategy aimed at unifying different marketing methods such as mass marketing, one-to-one marketing, and direct marketing. Integrated Communication: A comprehensive plan that evaluates the strategic roles of a variety of communication disciplines – advertising, public relations, personal selling, and sales promotion – and combines them to provide clarity, consistency, and maximum communication impact. Definitions from Merriam-Webster online dictionary, Business Dictionary.com
Media Relations Web Employee Comms Objectives Marketing Manager Communications Direct Mail Advertising The Grapevine
True Integration Doesn’t subordinate one department to another. Marketing is transactional – exchange for value Sales is just one measure of success Stakeholders may have differing objectives
Integration Doesn’t have to be formal Isn’t necessarily a precursor to consolidation Can offer significant economies of scale
Open Communication in Crisis Daily conference call among all internal communication representatives (then weekly) Monthly expanded staff meeting including all of them in person Corporate Communication attendance in Retail, Private Banking and Commercial Bank communication meetings Reported to SVP Corp Comm with sitrep
Coordination at Goodyear VP-level dotted line reporting for non-North America tire businesses Established consistent planning process worldwide (w/VP accountability mechanism) Ideas shared across geographic business units Event calendar to improve coordination Corporate leaders visit pan-European PR conference
Collaboration at National City Marketing enlists Corp Comm to work on Real Stories campaign with Retail Communications Corporate Comm works with other groups on materials development Retail Comms asks Corp Comm for help on retail investment material development IR, Corp Comm, Law, form cross-functional team with agency for financial release, etc.