How to build an integrated marketing plan in 3 easy steps

1. HOW TO - create an
Integrated Marketing
Campaign –
3 easy steps
Fedelina Madrid
623-224-0842
FMC Principal
dfmadrid1126@gmail.com

2. STEP 1
UNDERSTAND THE PLAN GOALS
Questions:
Strategic Goal
What do you want to
accomplish ?
What resources, priorities
and measurement tools do
you need ?
How will today’s plan support
growth, retention, loyalty and
product advancement for
tomorrow?
• Must - Satisfy Market Need
• Must - Increase ROI
Situation Analysis
• Define Mission: Build Brand or
Revive Stagnate Brand
• Understand Resources : People,
Budget, CRM, Channels, etc.
• Build call-to-action: Lead Generation
• Analytic and Measurement
Scalable Objectives (3-year)
• Increase Marketshare today and
tomorrow
• Grow Retention & Loyalty

3. STEP 2
CHANNELS AND RESOURCES
 Coordinate - team, agency,
(strategic & creative resources)
People
 Set up analytics, CRM &
research
Data
Channels
Content
ID
Policy &
Procedure
 Get executive support, budget
and timeline
(communicate this support )
 Set up policy, procedure, and
compliance protocols
Support
 Establish Channels
(web, social media, traditional
media, champion network
(partner, affiliate, community,
etc.)

4. STEP 3
CHAMPION AND EXECUTE PLAN
Build Plan
• Plan Approval
• Get folks on-board
• Make support compulsorily
Decision
Path
• Have CEO champion your cause
• Establish collaborator meetings
• Announce clear decision maker
Collaboration
• Be a clear decision maker
• Set “pencils down”
timelines
• Provide reports
• Celebrate completion

5. Let me know how your campaigns progress!
Fedelina Madrid
FMC Principal
@fedelinamadrid – twitter
dfmadrid1126@gmail.com
623-224-0842- mobile
Marketing consulting practice with more
than 15 years of achievement in
delivering innovative global strategies to
grow performance for industry-leading
clients across a range of business
sectors.
_______________________________________
Experience includes work with:
First Data Corporation
Western Union
Apple Computer
General Electric
Berkshire Bank
Eduk Group
And more …