Integrated Marketing Communications (IMC) is a consistent method of communicating with customers that blends advertising, public relations, and marketing strategies. IMC allows an organization's branding plans to be promoted through well-planned, dependable messaging across all communication outlets. Case studies show how Signs By Tomorrow has helped schools and hospitals implement effective IMC strategies through customized signage and graphic solutions that provide a unified look and reinforce key messages. IMC benefits include reaching target audiences through varied communication methods and achieving visible results.

1. Integrated Marketing
Communications
For Schools, Hospitals & Other Institutions
Signs By Tomorrow USA, Inc.
www.signsbytomorrow.com
877-728-7446

2. What is Integrated Marketing
Communications?
A consistent method of
communicating with your customers,
Integrated Marketing Communications
(IMC) blends advertising, public relations
and marketing strategies. Using IMC,
cohesive communication goals work to
promote your school, hospital or other
institution in the most effective manner
possible.
IMC allows your branding plans to
shine via well-planned, dependable
messaging. Rather than relying on various
departments within your organization to independently reach goals, IMC brings the collective
efforts of sales, marketing and operations together for maximum results.
From sales presentations and websites to display materials and advertising,
well-designed IMC seamlessly executes message delivery through all communication outlets.
Your unified IMC messages include corporate identity such as letterhead and signage, point-of-
purchase, print collateral, direct marketing, PR, sales promotion and events.
IMC Up Close and Personal
IMC is customer-driven and involves planning your message. By focusing your efforts
with IMC, you spend more time building core brand values. This emphasis adjusts the
advertising, marketing and PR endeavors to reflect brand awareness and ultimately customer-
driven dialogue.
With the Internet changing the way business is conducted, ensuring effective IMC is
more complex than ever. Because even if you primarily do business online, you will find
occasions when you need to integrate your online presence with face-to-face marketing
opportunities afforded by trade shows, promotions or events. Smart marketing choices lead to
brand success and IMC reinforces this important point of crucial, long-term unified
communications on the web—and off. Whether through the Internet or in-person interaction,
a well-crafted IMC plan leads customers through the sales process by giving timely reminders,
updated information and special offers designed to spur action and keep your business top-of-
mind.
Case Study: Kings Ridge Christian School
When Kings Ridge Christian School, a
private middle and high school, approached Signs
By Tomorrow Alpharetta, GA for help
implementing an architect’s wayfinding signage
recommendations, owners Kathleen Peneguy and
Joey Costanzo swung into action. The school
needed something developed quickly and
inexpensively, but wanted a high-end look.
Working within the school’s budget, Signs By Tomorrow designed a temporary signage solution
that the school liked so much, it has become a permanent display system.
2

3. Abiding by the strict signage regulations of the area,
Signs By Tomorrow was able to develop an elegant,
affordable wayfinding signage solution that subsequently led
to many more projects for the school. Building on the success
of the wayfinding sign system, Signs By Tomorrow has since
designed multiple types of custom graphics for the school
including window decals, exterior building graphics, room
signs and more that provide a consistent look and give the
campus the feel of a unified community.
“It’s our job to complete the projects with full understanding
of the client’s needs and SBT develops relationships with them.”
Kathleen Peneguy, Signs By Tomorrow Alpharetta
Case Study: Alpharetta High School
Signs By Tomorrow Alpharetta also works closely with Alpharetta High School to ensure
consistent IMC strategies for their custom signage and displays.
The Signs By Tomorrow team first developed
solutions to address a confusing campus entrance and
difficult traffic flow. Since there were no blueprints of
the existing traffic system, Signs By Tomorrow
Alpharetta used Google Maps to generate screen shots
of the campus and create a graphic blueprint of the
campus. Next the design team held a roundtable with
the school’s administrators to identify key campus
locations and traffic patterns using the newly created
map. Smaller versions of the map were produced with
“You are here” notations. With distribution in strategic
locations, the new maps alleviate traffic concerns and
have significantly improved visitor relations.
Here again the success of the wayfinding signage
project led to additional projects for the school. Applying
sound IMC principles, Signs By Tomorrow has delivered on
numerous requests: senior graduation, fundraising and
sponsorship signs, roster boards, concession signs and logos
are examples of IMC graphic solutions in place at the school.
Signs By Tomorrow Alpharetta follows a checklist for
each school project that reviews the scope of each project,
including the signage location, the budget, the wish list, the
size/fonts, lighting, and how often signs or projects will be replaced.
“We develop a good relationship and rapport to determine
realistic visual communications.”
SBT owner Joey Costanzo
3

4. Case Study: Atlantic Hospital
But schools are not the only institutions
that utilize IMC. Signs by Tomorrow Iselin, New
Jersey partners with Atlantic Hospital on
consistent, focused branding efforts. When
Atlantic Hospital management first approached
Signs By Tomorrow Iselin, they wanted to replace
the outdated, redundant signage with a custom,
fresh and engaging solution.
More than just signs and graphics, SBT is
providing a complete Integrated Marketing
Communications solution that includes custom
logo design for the hospital as well as specifics
such as signage color scheme, font size, Braille
and other graphical elements.
Sanchay Agarwal, director of sales and marketing at Signs by Tomorrow Iselin, is at the
hospital so frequently overseeing the large, ongoing IMC project, hospital staff joke he must be
a hospital employee. Agarwal works closely with the hospital’s legal, marketing and facilities
departments as well as upper management to determine the project needs and the budget and
to ensure all involved parties are on the same page.
Signs By Tomorrow delivers
Atlantic Hospital’s comprehensive IMC
solution. This means SBT creates,
produces and installs all custom graphics
and signage in a turnkey fashion. Just a
phone call away, SBT Iselin responds
quickly to the hospital’s needs no matter
how urgent or last minute the request.
7 Reasons to Use Integrated Marketing Communications
1. Reach: IMC gives customers a variety of communication methods.
2. Niche: Center your IMC on target audiences with your messaging.
3. Impact: You can achieve the “wow” factor with a message that won’t be forgotten.
4. Access: 24/7 Internet access allows increased access to goods and services.
5. Results: The delivery of IMC is strong visuals that achieve big results.
6. Media: IMC relies on multiple forms of communications to relay your marketing.
7. Delivery: Find the best method of delivery with Signs By Tomorrow IMC advice.
4

5. Benefits of Integrated Marketing Communications Delivery
Signs By Tomorrow custom graphics, printing and signage centers can assist you with
all of your communication needs. As different customers require different solutions, Signs By
Tomorrow works with your budget to plan the most effective IMC plan possible.
To help you select the right visual communications vehicle/sign materials, Signs By
Tomorrow can guide you on issues including LED or neon lighting, rigid or flexible material,
longevity, colorfastness, durability, maintenance, reflectivity, size, adhesive, sustainability, UV
protection, anti-graffiti protection and more.
And because Signs By Tomorrow’s own in-house marketing department follows an IMC
plan to develop materials to reinforce our position as a valuable partner and resource for all
your visual communications needs, we know firsthand the challenges you face and can
recommend the solutions that are right for you.
It’s the perfect time to reevaluate your company’s marketing plan and ensure that you
have an integrated approach designed to deliver maximum results. And remember, your local
Signs By Tomorrow graphics, digital printing and sign making center is always available to help
deliver consistency across all your marketing channels.
Signs By Tomorrow USA Inc., 8681 Fulton Dr., Columbia, MD 21046
877-728-7446, www.signsbytomorrow.com
5