1. Best Practices for Managing Integrated Campaigns Lisel Cherry CME Group

2. 2 The importance of integration It’s Simple Everyone knows how busy we all are. Continuity and integration is critical to ensuring that your message is going to be heard and understood. Not doing so creates customer confusion or even worse, lack of awareness. With the number of marketing messages we all see on a daily basis, consistent, singular messages communicated in an eye catching yet smart way is critical.

4. One Creative Brief and Objective

5. Identify your target audience and understand what they want/need to know

6. If working with outside agencies, try and use one

7. Campaign Kick-off with full team

8. Communicate comprehensive results3

9. Integrated Campaign Examples

11. Teaser e-mail (sent prior to the direct mail)

12. Web landing page

13. Sell Sheet

14. Banner ads5

15. Example #1Euro-denominated E-mini S&P 6 Teaser e-mail Web Landing Page Direct Mail Collateral

17. Direct mail hit 100 key targets and customer’s called us to thank us!

18. Over half of the 100 targets clicked through the teaser email and signed up for our online subscriptions7

20. Online advertising

21. E-mail that linked to online video

22. Conference participation through moderated panel

23. Translated collateral and signage8

24. Example #2E-micro Forex Campaign 9 Signage Online Advertising Collateral Web Landing Page

26. Cost per lead - $111.14 (down 72% from 2008)

27. Web site metrics:

28. 6th top ranked product page during the time period

29. Over 8,000 unique visitors

30. Over 10,000 page views10

32. Focus on the audience and the message that you want them to understand. This should not change much from vehicle to vehicle.

33. Consistence includes creative. There should be only one look and feel for a campaign that stems from the overall corporate brand.

34. Communicating results is necessary to maintaining/growing your budget.11