integrated marketing campaign presentation

The campaign inspired a purple theme, which took over the company's Facebook and Instagram accounts. Along with this social media content, influencers sent the palette and began to upload their reviews on YouTube .

For this launch, a variety of social tactics were used. A matching social campaign, user-generated hashtag, YouTube recommendations, and a revolving landing page contributed to where the campaign was distributed.

Pro-Tip: When you know where your audience spends their time, like the team at Melt, you can reach them with a diverse, omnichannel strategy.

8. Brew Dr. Kombucha, “Love Wins”

"In May 2020, Brew Dr. Kombucha released its signature kombucha with limited-edition colorful, rainbow-wrapping for Pride Month," HubSpot writer and Principle Marketing Manager Caroline Forsey recalls.

"The wrapping has the lifeline number to The Trevor Project printed directly on it — the company partnered with The Trevor Project and supports the organization through proceeds of its limited-edition kombucha."

"Along with the limited-edition wrapping, the company created a dedicated landing page for #LoveWins and supported Pride Month with the #LoveWins hashtag across its social channels."

Forsey continues, “Ultimately, I chose this campaign as one of my favorite integrated campaigns of 2020 because I was inspired to see this brand uplift and inspire communities while giving proceeds back to an incredibly worthy cause.”

What We Like: The brand chose a social movement that was important to them, Pride, and celebrated it with this integrated campaign.

This tactic brings awareness to a social cause a respected organization, and enhances a celebration.

Get Started With Integrated Marketing Campaigns

can help increase brand awareness, generate leads, and delight customers. The best-integrated marketing campaigns have an omnichannel approach, encourage audience engagement, and hopefully improve your brand reputation.

The only way to truly create an integrated marketing campaign is to have a marketing plan template to help you identify the proper channels, budget, and strategy for your campaign.

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Integrated Marketing Definition, Uses, and Examples

Integrated marketing lets businesses deliver a cohesive narrative about their brand and achieve greater impact with their campaigns. With more channels available than ever to influence buyers, it’s critical to maximize the impact these outlets have as much as possible.

Marketing through multiple channels also introduces a challenge. The more you use, the harder it becomes to ensure messaging is consistent. This is where a solid integrated marketing strategy can help.

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In this integrated marketing guide, you’ll discover:

What is integrated marketing, why use an integrated marketing strategy.

• Guidelines to creating an integrated marketing strategy
• A step-by-step guide to creating an integrated marketing plan
• Integrated marketing campaigns done right: three examples
• Frequently asked questions

Integrated marketing is a strategy for delivering a unified message across all the marketing channels your brand uses. It provides consistency wherever customers choose to interact with a company.

Without an integrated marketing strategy, you risk delivering mixed messages or communicating in a disconnected voice. This can make your brand seem fragmented and disorganized to your customers.

For example, whether a customer is viewing marketing content on desktop or mobile, the experience and message should remain the same. Likewise, a customer who asks questions through an automated chatbot on your website should receive the same service as someone who has a call with a real sales representative.

Given the complexity of digital marketing channels, integrated marketing doesn’t typically happen without focused planning and effort. The investment is well worth it, however.

A solid integrated marketing strategy offers several advantages that can make your marketing operation more effective.

Create a consistent narrative.

We’re exposed to more than 350 ads a day , but only about one-third of them attract even a few seconds of our attention. Of those ads, very few will be remembered even a day later.

One way to ensure that your ads and other marketing resources make a lasting impression is to integrate them into a consistent narrative that can be implemented across multiple delivery channels.

Prospective customers will recall a billboard ad better when its content reminds them of another ad they saw on their favorite website. They’ll be even more likely to engage with ads that mirror interactions they may have recently had with your brand on social media.

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Improve marketing campaign performance.

Greater consistency within your brand’s narrative, associated with integrated marketing, leads to better overall campaign performance.

Companies that lead in marketing results are 1.5 times more likely to have an integrated technology solution in place that helps them convey the same narrative across their channels.

Reduce costs and increase value.

Integrating your marketing channels can also reduce the costs of creating marketing content, by allowing you to reuse the same content across different channels. If you have a brand mascot, for example, you can use images and video of the mascot in both online and offline marketing media .

You can also distribute the same talking points to sales representatives in different locations or at different events, to synchronize your messaging. Not only are practices like these more effective due to narrative consistency, they help to reduce your overheads as well.

Create a better customer experience.

It’s not just marketers who benefit from integrated marketing plans. Customers will also appreciate the consistency and predictability that come with a unified brand narrative.

The added familiarity makes it easier for them to understand what you do and how you can help them. In this respect, integrated marketing goes hand-in-hand with omnichannel marketing as a way to provide the most satisfying customer experiences.

Now let’s look at how to craft an integrated marketing strategy that delivers these benefits.

How to create an integrated marketing strategy.

Follow these guidelines when crafting your integrated marketing strategy for the best results.

Combine your marketing channels.

You can integrate your marketing channels in multiple ways. Some common approaches might include:

• Using the same visual elements in different contexts.
• Ensuring consistent language when talking about your brand.
• Taking a multi-channel approach to a marketing campaign — tying in TV ads with social media, for example.

Use multiple strategies to combine marketing channels, but be sure to choose strategies that make the most sense, based on your marketing needs and resources. If some of your channels are visual — such as online and television ads — but others are not, it will be harder to use your visual elements to achieve consistency.

Likewise, if some channels are interactive and others are outbound-only, you should choose marketing content and strategies that work for each. Your approach to combining marketing channels should also reflect which buying cycle stages are being reinforced.

If your campaigns focus on top-of-funnel lead generation , sending a consistent message about brand value and the types of solutions you offer will be most important.

In contrast, middle-of-funnel resources might focus on addressing common sales objections across different channels. This means you can send a consistent message on this theme to audiences who are aware of your brand and need to be moved toward conversion.

Collect and analyze customer data.

Your integrated marketing plan should be driven by data about your customers’ behavior and be updated regularly in response to new data. By collecting and analyzing data from all your marketing channels, you can identify which channels are most effective.

This also helps to determine where you may need to invest more resources to make your messaging more consistent. If data shows that one channel is under-performing, for example, that could be a sign that it lacks the messaging consistency present in other channels.

The KPIs for data collection and analysis will vary, depending on your industry and which marketing channels you deploy. In general, here are some key data points to focus on:

• Exposure. How many prospects are exposed to marketing resources in each channel?
• Engagement. How many prospects actively engage with resources in each channel?
• Repeat engagement. How often does the same prospect re-engage with a resource after viewing it initially? Do repeat interactions take place across different channels, or within the same one?
• Peak engagement periods. What times of day, days of the week, or seasonal periods see the highest engagement over different channels?
• Buyer journey status. How do levels of engagement vary across buyer types? Are you seeing more interactions from new leads, than from buyers who are further down in the sales funnel?

It’s often difficult to know which marketing strategies will be most effective for integrated marketing before you launch a campaign, so test your content in advance.

Marketing technology brands offer A/B testing capabilities where you can send variations of your content to determine which variables are effective. For instance, images, colors, or product offers can be tested to see which have the highest impact on your audience.

Lean into inter-department expertise.

Given that integrated marketing spans multiple channels and involves an array of different resources and platforms, it’s important to loop in other departments across your business. Your marketing and sales teams are an obvious choice here, as they play a key role in determining how to execute your integrated plan ⁠— aligning them is key .

Think wider too. Why not draw on the example of your software development team as well? They may be able to advise you on the types of digital marketing resources that can be created moving forward.

Coordinating with multiple stakeholders will help provide you with a broader view of how you can attend to more of your customers’ needs more effectively.

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Use a marketing automation platform.

Manually managing the many variables and data sources involved in integrated marketing would be incredibly difficult and time consuming.

Instead, make use of a marketing automation platform that can help you:

• Track KPIs across channels
• Engage customers
• Measure ROI
• Identify the most promising leads

Craft an engaging narrative.

At the core of integrated marketing is a compelling and engaging brand narrative. The marketing messages you deliver in each channel should build upon each other and educate your audience as they continue to interact with your brand.

The story could be about:

• The history of your brand
• Customer success stories
• A fictional narrative around a brand mascot

Whatever the approach, the goal should be to convey a narrative that customers want to keep following. They should also learn more about it as they engage and re-engage across different channels.

A step-by-step guide to creating an integrated marketing plan.

To get sign-off on your integrated marketing campaign, you need to create a rock-solid plan first. Here are a few tips on how to do it.

Step 1: Establish SMART goals.

Planning your integrated marketing starts with a simple question ⁠— what do you want to achieve?

This could include:

• Launching a new product
• Reaching new audiences

To ensure your goals are clear, justifiable and achievable, make each goal SMART. SMART stands for:

• M easurable
• A ttainable
• T ime-bound

Setting out your goals in this framework can help you justify them. You can also benchmark your goals against key KPIs like engagement, website traffic, conversions or sales.

Step 2: Outline your marketing channels.

Next, think about how you plan to approach your campaign. What are the best channels for your goals and how will you approach your audience within these platforms?

Your campaign might include inbound marketing , outbound or a combination of both.

Inbound marketing normally includes:

• Blogs, articles or thought leadership
• Social media
• Website content

Outbound covers traditional, often non-digital marketing such as:

• Direct mail

However you choose to approach your campaign, include a wide range of channels to reach as wide an audience as possible.

Once you have these channels nailed down, think about how best to reach your audience. For example, Instagram and LinkedIn may have a different demographic, using the platform for a different purpose.

Similarly, a radio or TV ad may suit a certain audience more than your website SEO content. You’ll need to tailor your messaging to each channel and specific audience segment, all while making sure they’re consistent with the rest of the campaign.

Step 3: Assign responsibilities.

Depending on the size of your operation and resource, you may also wish to assign manager responsibilities for each channel. This not only helps you manage a large task but can also put an expert at the helm of each channel.

Getting this step right is crucial. The right people assigned to the tasks they’re qualified to manage and execute can make an integrated marketing plan much more cohesive.

Step 4: Create a content plan.

Next, it’s time to plan and create your content. It’s important to have messaging and creative assets that are tailored to all the essential marketing channels and tied together.

A quick example. If you’re launching a TV ad, plan shorter social media videos, messaging and more to bring your campaign together.

Once you’ve created your assets, it’s time to plan your schedule. Create a detailed plan of where and when you’re rolling out each individual message. Your plan is also a good place to record key results and metrics as they come in.

Engagement, sign-ups and conversions are often the main KPIs of your campaign, but don’t forget to think about the next steps. Make sure you have an infrastructure to manage new leads and convert them into customers. This is often where joining up with other departments like sales comes into play.

Step 5: Prepare for liftoff.

Now you’ve got your goals, platforms, audiences and content planned out, you’re almost at launch. Time to plan out how to capture the data each day, week, month or year.

Having this in place ensures you’re ready to learn from your campaign and adjust it in real time. Marketing automation platforms, like the ones we discussed earlier, are a great tool for this.

Integrated marketing campaigns done right: 3 examples.

No matter the size of your marketing team and budget, which vertical you operate in, or what audience you’re trying to reach, you can build a successful integrated marketing strategy by following the practices described above.

But how would that look in the real world? Here are three examples of businesses who have implemented successful integrated marketing plans.

1. CenturyLink builds a single source of truth for marketing.

For CenturyLink, a global provider of telecommunication services, finding a cross-channel approach to marketing was essential.

The company services high-profile business clients, as well as millions of everyday customers. To stay on top in a competitive field, CenturyLink needs to reach these disparate audiences with tailored marketing messages.

But with eight separate organizations under the CenturyLink banner and a decentralized marketing force, creating effective campaigns was a struggle.

To address these audience and business needs, CenturyLink leveraged marketing automation tools to build a “single source of truth for marketing”. This could be used by its teams to coordinate activities across all channels, from automated emails and audience segmentation to in-depth reporting.

By centralizing data from multiple channels within a single hub, CenturyLink was able to maintain a consistent message while executing broad, multi-touch campaigns.

The results speak for themselves.

Within one year, CenturyLink’s new automated, integrated marketing plan:

Influenced around $2.6 million in-year revenue impact

Saved $1.2 million for its consumer and business segments.

Included Marketo Engage touch points in 70% of deals

2. PFL breaks down marketing silos.

PFL, a provider of print sales-enablement services, faced a significant challenge as it sought to optimize its marketing strategy ⁠— a siloed marketing architecture. Previously, the company had a different marketing strategy for each channel, which made it difficult to deliver a consistent narrative.

With the help of a marketing automation solution, PFL was able to break down those silos and replace them with an integrated marketing operation. Now the company achieves marketing consistency across:

• Direct mailing
• Other marketing channels

They’ve seen incredible results on their email campaigns, including:

27% increase in email opens

204% increase in email response

16% decrease in unsubscribers

3. Panasonic: joined-up marketing leads to customer growth.

Panasonic is known for cutting-edge technology, from electronic car batteries and media production equipment to everyday household cameras. Whether you’re at home or the office, look around ⁠— you’ll likely see a Panasonic product.

Until recently, many of Panasonic’s B2B products acted as their own businesses, with separate development, sales and marketing functions and customer databases. Though they have an enormous customer pool, Panasonic saw potential to reach more people and provide a more personalized experience .

With Marketo Engage, Panasonic Business Europe rolled all its outreach into one platform. It now runs 1,500 Marketo Engage campaigns each year, with increasingly personalized emails, event invites and newsletters to a growing customer base and prospect list. Meanwhile, a new LinkedIn and webinar approach has seen them branch into new fields with great success.

Automating, driving engagement and generating social media leads on a single platform, Panasonic were able to double marketing-attributed sales in a matter of years.

Frequently asked questions about integrated marketing.

What is the definition of integrated marketing.

Integrated marketing aligns your channels to provide a consistent impression of your business. It provides a seamless experience across disparate audience touchpoints to avoid mixed messaging or a disjointed brand voice.

With an integrated marketing approach, you can:

• Provide a consistent narrative
• Reduce costs
• Improve performance

What is an example of integrated marketing?

An example of integrated marketing could simply involve maintaining consistent branding, tone of voice, colors and fonts across different platforms. Another example could be a cross-channel tie-in for an advertising campaign.

Whenever you’re delivering a unified message across your marketing channels, you’re practicing integrated marketing.

What is the goal of integrated marketing?

The goal of integrated marketing is simple ⁠— to give your customers a clear, cohesive message, regardless of how they interact with your brand. This helps your company come across as consistent, professional and relatable. It can also ensure your messaging is portrayed clearly.

Integrate your marketing efforts and realize the benefits.

As you can see from these real-world examples, developing an effective integrated marketing strategy is well within reach if you use the right technology.

Integrated marketing campaigns can deliver more effective results at a lower cost. However, if you’re trying to manage integrated marketing operations manually, you’re fighting a losing battle.

With Marketo Engage , a comprehensive marketing automation solution, you can streamline your integrated marketing plan and scale it to function across as many channels as you need to support.

Marketo Engage makes it easy to centralize marketing analytics, manage profiles for multiple lead types, and deploy marketing content across multiple channels quickly and automatically.

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10+ Examples of Awesome Integrated Marketing Campaigns

Deliver a unified brand message to your target audiences without having to spend a six-figure budget. Explore the power of integrated marketing campaigns and turn viewers into buying customers.

It was 2019, when Microsoft ran an integrated marketing campaign with Carlsberg.

And it was an instant hit.

Integrated marketing is essentially a message-focused approach that combines everything from print and digital advertisements, sales promotions to public relations and even social media outreach activities.

Marketing leaders are 1.5 times likely to go for Integrated Marketing.

The essence of Integrated Marketing campaign lies in the fact that despite the cross-platform variance in execution, the coherence of the message is retained all throughout.

In this blog, not only are we going to tell you what a perfect integrated marketing campaign should look like, but also provide relevant examples to illustrate the point further.

What more could a marketing enthusiast ask for?

So without further ado, let’s deep-dive into the world of integrated marketing.

What is an Integrated Marketing Campaign?

Aristotle had rightly said that the whole is more than the sum of its parts, especially when it’s done right.

This more or less describes the concept of integrated marketing.

But more than asking “What is an integrated marketing campaign?”, the question that marketers should be asking themselves is, “Can integrated marketing be done right?”

Alas, the answer to the latter is tied to the former.

So we’ll begin by first trying to define Integrated Marketing.

Integrated marketing can be defined as a strategy for providing a cohesive, holistic brand narrative across all platforms where the brand chooses to advertise . Integrated marketing ensures brand consistency regardless of where buyers would want to connect with it.

Usually, integrated marketing involves one or a combination of the following:

• Paid media (involves direct marketing, physical advertising, internet advertising, and scheduled broadcast advertising)
• Owned media (such as on-site UX, customer service, social media, and direct messaging through mobile and email)
• Earned media (this involves traffic derived by content marketing, organic search, influencer outreach , and PR)

Why Go for an Integrated Marketing Campaign?

You may believe that your marketing strategy is the world’s finest, but the fact is that almost everyone will dismiss it very soon to get on with their lives if they just encounter it once.

You must integrate your message and drive it home across several platforms if you want to create a longer-lasting effect.

An integrated marketing strategy that focuses on a key theme across all media is critical. This is why having cohesive messaging across all mediums is so important.

12 Best Integrated Marketing Campaign Examples

A business must target a variety of demographics across several channels to guarantee that a brand’s campaign is recognized and communicates to the right people in all the appropriate places.

Given below are some of the best examples of integrated marketing campaigns that you can learn from.

Take a look!

1. Think Small by Volkswagen

The challenge at hand was to boost Volkswagen vehicle sales in the US. Even 15 years after World War II, it was still hard for Volkswagen to sell German commodities in the US market, especially since the automobile itself was considerably smaller than what the target customers were already using.

Rather than ignoring the major source of contention, the campaign accepted it and capitalized on the automobiles’ small size by encouraging its consumers to “Think Small” – the name for their campaign in 1959.

The campaign’s duration demonstrates its success since it appeared in prominent print publications and newspapers throughout the country.

After proving so effective in print, the concept was successfully adapted into TV advertisements, billboard campaigns, and even radio promotions.

Key Takeaways :

• Keep the campaign message simple
• Turn around your product’s limitations into a campaign

2. The Truth is Hard by New York Times

The New York Times was in trouble with declining subscribers and diminishing confidence in the news. This well-known newspaper needed to find new strategies to gain universal trust.

That is when they devised the “The Truth Is Hard” campaign, one of the most effective integrated marketing campaigns, launched for the first time on 26th February 2017.

In 2018, The New York Times published a simple video demonstrating the clarity of news production in its office.

Viewers were engaged and challenged to make them consider what truth meant to them.

With the world grappling with widespread refugee crises and conflicts, the second phase of the campaign demonstrated what journalists must undergo to provide truthful news.

This content was distributed around the world after sponsored social media campaigns were launched.

As a result, subscriptions to the Times skyrocketed. Indeed, its subscription base rose by 100%, improving the public’s perception of the well-known newspaper.

• Rake in current public sentiments for your campaign
• Synchronize the outdoor and digital campaigning

3. Wasssup by Budweiser

The Super Bowl is where television ads come to dream big. In the year 2000, “ Wasssup ” had the opportunity to catch the imagination of legions of football enthusiasts. And it certainly did not squander its opportunity!

The commercial depicted buddies repeating this line over and over while sipping Budweiser and enjoying a football game.

The “ Wasssup ,” greeting made its way into the pop culture of the time, prompting spoofs and memes. The ad was imitated by media figures such as Katie Couric and Howard Stern.

Despite the fact that the internet was still in its early phase, the brand became a pioneer by directing viewers to the website.

On the website, visitors could learn how to say “ Wasssup ” in over 30 different languages! With this new marketing campaign, only one phrase increased visitors to Budweiser’s website and sealed the marketing campaign’s efficacy.

Key Takeaways:

• Strike a buzzword that your audience can relate to
• Deliver what your audience wants from your brand

4. This is Wells by Wells Fargo

Wells Fargo is a financial services behemoth and the third-largest bank in the world. Despite the fact that it had been plagued by claims of fraud, the firm looked towards integrated marketing as well as rebranding initiatives to regain the confidence of its stakeholders and consumers in 2017.

Wells Fargo used its integrated marketing platforms to create a well-optimized campaign to appeal to its target demographic.

All effective marketing approaches emphasized the intersection of human sentiments combined with cutting-edge technology, which was critical to changing Wells Fargo’s overall customer experience.

Take, for instance, the playlists curated by Wells Fargo to promote and familiarize their customers with their financial services.

These videos were specially designed to not only establish Wells Fargo’s credentials as a reputed bank but also to dispense important financial information to its customers.

Key Takeaways

• When handling negative customer feedback , design a campaign showing an acknowledgment of past mistakes and the steps taken for course correction
• Impart valuable information of digestible viewability, if possible

5. Get a Mac by Apple

This series of commercials that debuted in 2006 featured humorous characters, each representing the two computer manufacturers (PC Vs. Apple). The goal was to persuade consumers to shift away from a PC, to a Mac, an upcoming competition.

The advertisement format was comically aggressive, but also lighthearted and humorous. Furthermore, Apple portrayed itself as the good guy, always encouraging PC to relax a bit.

• Focus on the experience, product features can follow later
• Minimize straightforward messaging, create as much enigma as possible
• Prioritize visual storytelling

6. Breaking2 by Nike

Nike live-streamed their marathon in under 2 hours as part of their marketing campaign for their new product – the Zoom Vaporfly Elite in 2017. It was aired live on Twitter and Facebook, as behind-the-scenes images were posted on Instagram.

They recruited three athletes – Zersenay Tadese, Eliud Kipchoge, and Lelisa Desisa – for the race, made it simple for fans to track with their hashtag #Breaking2 , and even developed a unique Nike shoe emoji.

While sprinting is undeniably appealing to Nike’s core sports demographic, the campaign’s theme of unleashing a yet unachieved human potential resonated with a far larger audience. Countless were motivated by confronting the status quo, stretching human potential to its limits, and providing anybody with internet access a literal front row ticket to the thrilling race.

• Adopt boldness and endeavor to push boundaries
• Ensure the maximum possible exposure within the limits of the budget

7. Transfarency by Southwest Airlines

Southwest Airlines’ brand messaging has always talked about its low fares while delivering great customer value. However, that overarching brand message had become increasingly harder to maintain with the evolution of rival airlines competing.

To counter that, Southwest unveiled its new “Transfarency” campaign in 2015 to reiterate its traditional claim of being the greatest bargain in the sky.

The campaign communicates its value proposition across television, print, radio, and digital platforms.

This campaign was devised by Austin’s GSD&M advertising agency, where it even went on to create a special “minisite” for comparing the fares of Southwest Airlines as compared to those of its rivals.

• Create appeal through value proposition
• Be customer-centric throughout the campaign
• Feature the organization’s real employees to send the message farther home

8. Go Places by Heineken

In 2016, Heineken launched its inaugural “Go Places” campaign, with the goal of emphasizing the firm’s distinct culture and perspective to potential workers.

The initial marketing initiative invited people to participate in an engaging interview – a type where the participants could “choose their own adventure” with the outcome being their professional strengths.

After completing the interactive quiz, participants were handed over their findings and urged to use their LinkedIn profile for applying to jobs.

• Create a personalized audience experience
• Interactive integrated marketing campaigns are the future of marketing
• Employ real use cases wherever possible

9. Be more dog by O2

This diverse campaign released in 2013 included outdoor and digital applications, such as geo-specific mobile advertising, in addition to television and theatrical releases.

The O2 priority app is a marketing strategy in and of itself, allowing customers to purchase exclusive experiences and tickets before anybody else.

O2’s integrated marketing strategy is so brilliant that it not only attracts customers with its quirky nature but also provides them a bit extra in the shape of prioritization.

• Use humor and quirk for effective campaigns
• Leverage the product’s features to provide a sense of exclusivity

10. On the Road by Waze

Waze used their data to create a sponsored marketing campaign in partnership with the New York Times in 2017.

The data revealed fascinating patterns about how we drive, what we drive, and where we drive. The business incorporated quiz functions to evaluate the reader’s knowledge of driving patterns, which makes this campaign even more interactive.

• Collate market research with personalized results to drive individual value home
• Crowdsourcing can reap amazing benefits
• Collaborate with big brands to maximize the scope of marketing

11. Chicago’s Field Museum Campaign

Brands may be both culturally as well as commercially significant, as demonstrated by the Field Museum’s integrated marketing approach that connected people with the world of art in order to promote their specialized exhibit attendance in 2018.

Paid digital media along with traditional advertising (like outdoor billboards) were used with social media posts declaring surprise “pop-up” art locations.

Furthermore, several videos were recorded of people interacting with the exhibits. All of this created a holistic marketing experience that made onlookers desirous of visiting the museum to satiate their cultural appetite.

• Prioritize interactivity and creativity in your campaigns
• Try to garner engagements through smartphone and out-of-home campaigns

12. House of Innovation by Nike

Nike produced a mixed-media artwork product that was displayed in the midst of their main store in New York City in 2019. The artwork depicts historic sporting incidents created by sports persons using Nike.

It connects the worlds of branding, art, marketing, and technology.Furthermore, the entire flagship store provides a completely unique shopping experience for customers.

People may create their own footwear, and there is a floor dedicated to customized garments, where customers can alter colors, emblems, and even switch out fabrics and mix two separate items of clothing for formulating a completely new personalized product for themselves.

• Sometimes tangible, real-life objects themselves can be great marketing tools
• Make the most of your chosen platform to drive home the message

Lastly…

Social media marketing is one of the most crucial aspects of an integrated marketing campaign. Yet, with Integrated marketing being as complicated as it is, the complexities of social media marketing can get unbearable!

But don’t you worry, we have just the right tool for you to get your social media marketing affairs in order. If you are looking to take your marketing campaigns to the next level, try SocialPilot .

With its comprehensive analytics, social media scheduling , and streamlined communication features, you wouldn’t have to go anywhere else for your social media marketing needs!

Frequently Asked Questions

🌟 What is an integrated marketing campaign’s key approach?

An integrated marketing approach recognizes that clients aren’t limited to a single channel of marketing. At the same time, the campaigns must have outstanding characteristics in order to stand out from the crowd. Consumers will identify your brand irrespective of whether they see it online or in print.

🌟 What is the biggest advantage of an integrated marketing campaign?

The customer of today needs multi-level engagement from brands. Customers use an average of six touch-points, up from just two touch-points, before finalizing their purchase. It validates the need to have an integrated marketing approach where you interact with customers from multiple sources.

🌟 What is the difference between digital and network marketing?

Digital marketing is the subsidiary of a Pull marketing approach in which you strive to attract clients’ awareness and interest. Network marketing is something of a Push marketing approach in which you need to actively reach out to your customers in order to sell your products.

🌟 What is “Promotion” within the context of integrated marketing?

Promotion is one of the five marketing elements of an integrated marketing strategy. Promotion within the marketing realm involves personal selling, advertising, sales promotion, direct marketing, and publicity as pertinent practices.

🌟 What is the first step of an integrated marketing campaign?

The situational/contextual analysis is the first stage of the planning process for an Integrated Campaign. A SWOT analysis, as well as an internal and external environmental study, may also be included.

About the Author

Chandraveer Singh

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The Integrated Marketing Campaign Toolkit

Align siloed marketing teams and create breakthrough integrated marketing campaigns with this toolkit from Drift & Asana.

Introduction

Growing pains – every business has them. and as your marketing team grows, it’s easy to lose sight of the goals that matter. it starts slowly: silos form as marketers execute on a million different things at once. busy work increases. then, before you know it – and despite everyone giving 110% – you’re falling behind on your numbers..

We’ve all been there. Back in 2019, Drift’s marketing team was growing fast. It was an exciting time, but also a challenging one. As the team grew, more and more signals were crossed.

It became clear that we needed a better way to tie activities together, roll those activities up to revenue, and create more cohesion overall.

That cohesion came in the form of integrated marketing campaigns.

Using integrated marketing campaigns, we turned our siloed teams into one unified marketing machine. Today, even after transitioning to become a remote-first company , Drift Marketing is more aligned than ever.

Now, we’re sharing how we did it and how you can too.

Written in collaboration with Asana, the leader in work management, this toolkit offers best practices and templates for managing integrated marketing campaigns and growing marketing teams.

In this book, you’ll discover:

• A complete breakdown of the integrated marketing campaign framework
• Best practices for managing your marketing team’s strategy and shifting priorities
• An integrated campaign launch kit and UTM builder to help you measure, track, and analyze your integrated marketing campaigns
• Templates and steps to operationalize your marketing campaigns, offers, activities, and calendars

What Are Integrated Marketing Campaigns?

In asana’s anatomy of work index report, survey respondents said they spend 60% of their day on “work about work” as opposed to meaningful work. that includes busy work like searching for information, communicating project updates, and chasing down deliverables from illusive coworkers. sounds exhausting, we know (because we’ve been there too)..

But employees aren’t the only ones feeling stretched thin. For marketing managers, getting siloed teams on the same page can be like herding cats.

With integrated marketing campaigns, marketing leaders can action and align their teams, create consistency around processes, and minimize frenzied deadlines. Integrated marketing campaigns also help:

• Bring together different channels to maximize your content’s reach
• Create a cohesive go-to-market (GTM) strategy across channels
• More easily roll-up marketing activities to revenue

Integrated marketing campaigns use a hierarchical approach to help you identify core themes, personas, and deliverables so you can execute a more effective marketing strategy.

The Anatomy of an Integrated Marketing Campaign

Below is an illustration of an integrated marketing campaign hierarchy.

A campaign is the top-layer of an integrated marketing campaign. Campaigns ground the tactics, programs, channels, and offers below it. Marketing teams typically run more than one campaign at a time.

Programs live underneath campaigns and focus on a specific target audience and core theme. In an integrated marketing campaign model, you may have campaigns that run longer than a quarter, with programs shifting more frequently. Below programs are offers . Offers draw buyers into your marketing funnel and provide additional value for customers. Offers can be events, ebooks, webinars, or other related collateral.

Finally, you have channels . Channels are how you deliver your offers and marketing narratives to the world. Not every channel will be right for every offer. For example, say you’re running a customer campaign and one of your offers is a customer-specific virtual event. In that case, you probably wouldn’t promote the event heavily across your social media channels. You’d take a more surgical approach via email or have your customer success team reach out personally to invite customers to attend.

Marketing teams will always tailor the integrated campaign process to fit their needs. What’s important is that your team is aligned around shared activities and working in lockstep to drive results and pipeline. Even Asana and Drift have slightly different takes on who owns what in an integrated marketing campaign. Still, our objectives are the same: the unification of our go-to-market strategies and marketing teams.

Additionally, depending on the bandwidth of your team, the number of integrated campaigns you run per quarter will differ. And that’s okay! Integrated marketing campaigns should reduce extraneous work and rally everyone around the marketing activities that will have the biggest impact on your goals. Avoid overstuffing your calendar with too many demands, and be critical of bandwidth during the planning process.

Align Integrated Campaign Content with the Buyer’s Journey

The buyer’s journey has become increasingly complex. Today, the average number of stakeholders in a B2B sale is 6.8 . And with the advent of new technologies and digital channels, the amount of potential touchpoints has also grown.

Programs address the personas and ideal customer profiles (ICP) within an integrated campaign, as well as the channels they frequent.

But this framework doesn’t show whether you have the right content for buyers throughout their journey. To avoid messaging gaps in your integrated marketing campaigns, consider embedding buyer journeys into your planning process. You can then bucket offers into different stages of this journey, like in our example below.

The Integrated Marketing Campaign Planning Process

An integrated marketing campaign planning process defines the steps and responsibilities of marketers within an integrated campaign. this process should narrow down a campaign’s programs, offers, and tactics, and give hard deadlines for deliverables..

There are several high-level milestones this planning process should follow:

• Hold a quarterly leadership meeting to discuss core themes in go-to-market messaging
• Create and share program narratives with the marketing team
• Identify campaign offers for each program based on these narratives
• Choose the marketing channels and tactics to get offers in front of the right audience
• Have leadership review and approve programs and offers

Below is an overview of the owners, participants, and activities that happen at each of these milestones. Owners here will depend on your marketing team’s structure, so adjust accordingly, and then share the planning process with your team.

Quarterly Leadership Huddle

At this first stage of the planning process, marketing leaders from product marketing, demand generation, content marketing, and more get together to agree on the upcoming quarter’s themes.

Start this discussion by looking at past program performance and the current company roadmap. Using all these insights, agree on the core themes your campaigns should cover to meet your revenue goals.

Create & Share Program Narratives

Once your marketing executives sign off on the campaigns and themes, product marketing becomes the leader for stage two.

Product marketing creates the program narratives shared with the rest of the team. A program narrative is a detailed document that describes the programs under a campaign. This document includes go-to-market messaging across each stage of the marketing funnel .

At Drift, we structure our program narratives with broad messaging that gets more and more granular:

Marketing and sales use this document to tailor their conversations, campaign collateral, and messaging for buyers. Once this document is created, product marketing walks through these narratives with the other teams.

You might be wondering: Why product marketing? Drift and Asana are both technology companies. Our product marketers have the best insight into our personas, current market trends, and future product innovations. For those reasons, it makes sense then that product marketing would define our program narratives in unison with marketing leadership.

For your organization, it might make more sense for a different team to take the lead on narratives. Just be sure at least one person or one team is in charge of narratives at this point.

Identify Integrated Marketing Campaign Content & Offers

Now that your team is aligned on messaging, it’s time to get tactical.

At this stage, the demand generation team takes over and loops in content marketing and creative. Together, they decide what offers they need for each program based on both themes and the predetermined pipeline goals.

Schedule Channels & Tactics

Once offers are finalized, demand generation identifies the channels and tactics that will drive people to these offers – and help the marketing team hit their pipeline goals.

For example, what emails need to be scheduled? What ads need to be created to extend the reach of a campaign? What can we do to get the right people to see this content?

Review & Approve Integrated Campaign Plans

As a final gut check, marketers should present their completed plan to leaders for final sign-off. This is a simple, but crucial milestone in the integrated campaign planning process. After all, how many of us have dealt with unrealistic deadlines and expectations in the past? This final check will mitigate moments like that.

During this step, leaders should:

• Make sure deadlines are realistic : Integrated marketing campaigns cover most marketing activities, but not all. For example, if a large website redesign process is planned for that same quarter, your creative and content teams might not have the bandwidth to execute on other planned offers.
• Double-check that the programs will meet pipeline goals : Everything must roll up to revenue. Teams should forecast to ensure their plan will help them do that.
• Identify any messaging gaps or missed opportunities : Does the plan hit all the right personas, value propositions, and audiences?

It’s easy to dismiss this step as nothing more than red tape. But alignment becomes that much more important as your marketing team grows.

Still, having all of this information scattered between slide decks and Google Docs is not ideal. Especially because things don’t always go according to plan.

Delays happen. Projects move. And jumping between tabs to update the whole team is not a great use of your time. Next, we’re sharing how to take what you learned in this chapter and operationalize it for your marketing team.

Operationalizing Your Integrated Marketing Campaigns

How do you go from planning to seamless execution cutting down on the “work about work” with centralized integrated campaign management is key..

Whether you’re in office, working from home, or coordinating with teams around the globe, for a truly integrated marketing campaign you need work management .

What is Work Management?

Work management is a systematic approach to organizing a company’s workflows – like projects, ongoing processes, or routine tasks. It’s about coordinating people and work across all levels of an organization, ensuring everyone has the information they need to tackle the work that matters most. Sounds like it was made for integrated marketing campaigns, right?

To implement a work management system, most organizations use a work management tool, like Asana , which becomes the single source of truth for everyone involved in the campaign – from adjusting timelines to assigning project managers to sharing work.

Although tasks like checking email and searching for documents may seem like small annoyances, they actually cut into a lot of your team’s time. This significantly hampers their ability to produce meaningful work without stress. As mentioned earlier, respondents in Asana’s Anatomy of Work Index spend around 60% of their time on busy work (i.e., unnecessary meetings and status checks). That leaves only 26% of their time left for skilled work – like running a webinar or writing an eBook – and only 14% of their time for strategy.

Plus, with the sudden rise of distributed work in 2020, respondents shared that a quarter of deadlines were missed, and 87% of knowledge workers reported working late to make up the difference. Something’s got to give if teams are going to stay motivated, happy, and productive.

Keep Your Integrated Campaign on Track with a Work Management Tool

Once you and your team have finished the campaign planning, it’s time to create step-by-step processes in your work management tool. Work management tools, like Asana, provide greater transparency and accountability around projects and deadlines.

Create Accountability Across Campaigns

Integrated marketing campaigns are a team effort. This is especially true when a team is remote or distributed across offices. For example, when you run a demand generation campaign with multiple offers, like an ebook , webinar, and blog post, you need several specialists to help execute, from content marketers to campaign managers.

When everyone is working out of the same single source of truth, it’s easy to track who is doing what and by when. To create accountability across a campaign, assign tasks with owners and due dates. Clear responsibilities and deadlines help people stay on top of their own work, eliminate duplication, and allow everyone to move faster in the same direction.

Stay on Schedule with Clear Timelines

Try as you might to keep multiple integrated marketing campaigns on schedule, things don’t always go according to plan.

When this happens you need a way to pinpoint overdue work across all of your campaigns so you can quickly follow-up with collaborators and adjust schedules accordingly. For example, when you’re working on an ebook, if the copy isn’t finished on time, the design team’s timeline will have to change.

With a work management tool, you can easily get a bird’s-eye view of all tasks and zoom into those that are incomplete or past due. From there, you can click into each task to ping the assignee for an update. A timeline view is especially useful to see how due dates align – or don’t – so you can act accordingly.

Cut Down on Email with Regular Status Updates

Campaigns have a lot of moving pieces. And stakeholders like to keep tabs on how projects are going. Instead of providing status updates to individual team members through email, we recommend publishing weekly or bi-weekly status updates in your work management tool.

Keeping progress updates centralized in a work management tool allows you to proactively flag at-risk or blocked work before it affects deadlines. You can also highlight recently accomplished milestones, and add links to resources or new documents. And because your stakeholders are already project members, publishing an update will automatically notify all of them at once.

Monitor Multiple Integrated Marketing Campaigns in a Central Portfolio

When planning multiple integrated marketing campaigns, you need a way to stay on top of status updates. Instead of calling for endless check-ins or guessing how work is progressing across all of your projects, we recommend creating a central portfolio in your work management tool to monitor all of your team’s campaigns in one place. Portfolios offer a high-level view of each campaign’s progress, recent status updates, and your team’s bandwidth – all in real-time.

Work management tools are helping teams everywhere work better together. But how can you track progress and performance across campaigns post-launch?

Create Reporting Consistency with an Integrated Marketing Campaign & UTM Builder

Nothing is more frustrating than opening up Salesforce and seeing 10 different naming conventions for the same piece of content.

At the very least, this kind of poor housekeeping results in inaccurate reporting. At worst, it hurts your long-term marketing strategy. To avoid this, you need to standardize naming for campaigns, programs, and offers in your CRM. (We can hear your marketing ops team cheering now.)

When naming your integrated marketing campaigns, use a format that identifies key information quickly. For example, your naming convention could include the following:

Once you have your naming conventions down, marketers should use Urchin Tracking Module (UTM) tracking links across channels. UTMs track the clicks and performance of offers across five different parameters: traffic source (i.e., utm_source), medium, campaign (i.e., utm_IntegratedCampaigns), content, and keyword terms.  

There are several websites you can use to build UTM tracking links. Though we suggest creating your own UTM and campaign builder.

Feeling organized yet? We hope so. So far you’ve learned how your team can operationalize and transition marketing activities into a work management system. Now, it’s time to go one level deeper and start creating your own templates.

Creating Integrated Marketing Campaign Templates

Staying organized – even as your team and priorities grow – is a challenge without the right tools – even for the most type a among us. that’s why templates are so valuable..

At Drift, we use templates to:

• Align our marketing team around the same processes so we don’t miss any critical steps
• Standardize and roll out quick process changes to the entire marketing team
• Create a consistent and unified go-to-market message
• Capture our marketing team’s tried-and-true campaign processes and minimize busy work

Streamline your integrated marketing campaigns with these pre-built Asana templates:

Integrated Campaign Programs Template

In the template below, we break down an integrated marketing campaign example by programs and offers to get a holistic view of each marketers’ contribution to a campaign.

In the Overview section of this project, you can attach program narratives or write narratives directly into Asana. (Just remember to make these documents accessible to other relevant go-to-market teams, like sales.)

Content & Offer Templates

Blogs. eBooks. Webinars. Advertisements. Events. There are a lot of moving pieces behind an integrated marketing campaign. And each offer has its very own to-do list. By templating these processes you can align teams to make sure everyone has the bandwidth to get the work done.

Let’s look at a few integrated marketing campaign examples. Below is a Drift eBook template used to launch the very book you’re reading right now! Meta, we know.

Each subtask has an assigned directly responsible individual (DRI), deadline, and to-do list. Here, we’ve also layered on dependencies. In Asana, dependencies tell your team “you can’t start step two without finishing step one.”

Once we finish writing the book draft and check the “Content Book Writing” subtask off in Asana, the Drift creative team will be notified that they can start design. Operationalizing your process in this way reduces “busy” back-and-forth work and gives visibility into a project’s status.

Templates become more essential as offer complexity grows. Take events, as one integrated marketing campaign example. From speaker contracts to promotions to post-event follow-up – events , even on a small scale, are a lot to manage. By linking templates to team calendars you can ensure no steps or deadlines slip through the cracks. The more detailed and granular you can get with templates the better.

Channel Calendar Templates

Your marketing department likely includes teams specifically responsible for managing channels in your marketing mix like blogs, emails, and social. To keep these channels up-to-date with a steady flow of content – and everyone on your team aligned on what’s going out when – channel calendar templates are your best friend.

For example, here we have a social media calendar. A social media calendar template gives you a bird’s-eye view of all your upcoming and past social posts.

You can keep all of your work connected and automatically up-to-date across your integrated marketing campaign by adding the same task to multiple projects. For instance, if your integrated marketing campaign includes a blog post to promote an eBook, create a task for the blog post and add it to the Integrated Campaign Program, Content Offer, and Blog Calendar projects in Asana. When you update the task – whether it’s changing the due date or posting a comment – all three projects will automatically show those updates in Asana.

Meeting Templates

Work management tools are great for reducing busy work. But that doesn’t mean you should stop meeting as a team all together.

We’ve all been victims of meandering meetings that “could have been an email.” Ensure your meetings are more actionable by using a meeting template. With an agenda plugged into the meeting template, everyone can walk (or dial) into the meeting knowing what will be discussed – and leave with a clear idea of next steps. For example, brainstorm meetings are great, but often feel less actionable. Having a place to source your ideas for these meetings creates more structure:

With so many marketing teams working in different locations these days, meetings are a good way to get aligned on the big picture and feel more connected while you’re at it:

If your marketing team is agile, there’s a template for daily standup meetings, too. Even if your team isn’t running agile methodologies, brief daily standup meetings can be useful as you get closer to campaign launch day.

How to Make These Integrated Marketing Campaign Examples & Templates Your Own

Managing an end-to-end integrated marketing campaign requires meticulous attention to detail. That’s why we recommend capturing and tracking all of your integrated campaign information with custom fields so you can easily search for and surface projects throughout the planning process. For example, at Asana, the campaigns team uses custom fields to indicate each task’s priority and approval stage.

Every marketing team is unique and has its own way of doing things. So you can modify any of the templates we shared above to make them your own. The Drift team, for example, uses custom fields to connect individual offers to programs and campaigns, share live URLs, and notate offer types.

If you don’t see an Asana template for a campaign process or offer that your marketing team runs, you can always create your own custom template .

Final Thoughts

Congratulations! You’re well on your way to becoming an integrated marketing campaign expert.

Although integrated marketing campaigns are complex, they don’t need to be a headache to pull off. With a solid framework and a work management tool, any marketing team can align and move together seamlessly towards the same end goals.

We hope you put the learnings from this guide to work to keep your marketing team action-oriented and aligned.

About Drift

Drift is a Revenue Acceleration Platform that helps companies engage in real-time, personalized conversations with the right customers at the right time, so they can build trust and accelerate revenue. More than 50,000 businesses use Drift to align sales and marketing on a single platform to deliver a unified customer experience.

About Asana

Asana helps teams orchestrate their work, from small projects to strategic initiatives. Headquartered in San Francisco, CA, Asana has more than 89,000 paying organizations and millions of free organizations across 190 countries. Global customers such as Accenture, Danone, Sky, Spotify, and Viessmann rely on Asana to manage everything from company objectives to digital transformation to product launches and marketing campaigns.

Small Business Trends

15 integrated marketing campaign examples to inspire your strategy.

Getting good leads is one of the top marketing challenges. As such, there are many good reasons for your small business to look at integrated marketing. Exploring integrated marketing campaign examples can provide valuable insights and inspiration. With a blend of different marketing strategies, these campaigns offer a cohesive and effective approach to promoting your brand.

In this article, we’ll explore 15 integrated marketing campaign examples to inspire your strategy, showcasing how various businesses have successfully harnessed the power of integration in their marketing efforts.

What is an Integrated Marketing Campaign?

According to Hubspot ,

“Integrated marketing is any marketing campaign that uses multiple channels in execution. For example, you might see a popular new donut flavor in a commercial, then drive past the donut shop to see posters of the donut. And if you flip through Instagram once you get to your destination, you might see a GIF on your feed, displaying the donut.”

Mark Schmukler, the CEO and Co-founder of the Sagefrog Marketing Group, adds to that by saying, “Integrated Marketing combines both outbound, traditional marketing with inbound marketing and other tactics to promote accelerated success in businesses.”

That means you can and should use social media to promote a live event where you’re highlighting your goods and services. After all, what better way to fill the hall with prospects than by reaching out to them directly on Twitter or Facebook?  Still, that’s just one possibility because integrated marketing builds a bridge between online marketing and it’s more traditional print and PR cousin in a variety of ways.

Here’s a related word about integrated marketing communications from the Division of Outreach at the University of Mississippi

Integrated Marketing Campaign Examples

Here are 15 examples of great integrated marketing campaigns that work by combining content, digital and website marketing with traditional marketing methods like PR.

 Old Spice: Smell Like a Man

This heads up our list not only because it was integrated with great videos and social media but solid copywriting for the complete package.  This integrated marketing campaign held your attention first and sold you later.

GoPro: Be a Hero

A great example of a small start-up that took off is when GoPro launched its recent campaign, “Be a Hero.” It uses a variety of outdoor ads, brand-related sponsorships, and even a firefighter’s original video.

Always: #LikeAGirl

Designed to further a cause rather than promote a product, Always, a feminine hygiene brand, ran its #LikeAGirl campaign. The video’s jumping-off point worked with the hashtag to spark a debate centering around gender equality.

SFPCA: Condoms For Pets

You read that correctly!  San Francisco Society For Prevention Of Cruelty To Animals ran this ad to highlight the need to spay and/or neuter your pet in 2015, but it stands up. They developed a website and a brochure filled with these mock condoms.

Mike’s Hard Lemonade: “Mikehacks”

Another blast from the past if you consider 2015 all that long ago, the Mikehacks videos for Mike’s Hard Lemonade included a barbeque-in-a-can of the beverage and paired this with in-store retail displays.

Snap Inc.: Spectacles

Another great example of integrated marketing with a twist, Snap Inc. understood the possibilities and how to blend brick and mortar with online efforts. The company placed “Snapbots” in select cities. These were actually vending machines for Snap Inc.’s Spectacles product , and people posting on social media while they waited in line caused the buzz to intensify.

H&M: ‘Come Together’

Here’s proof positive that the old blends well with the new as far as integrated marketing is concerned. This interesting and innovative Christmas ad featured Adrian Brody and brought old-school star power to cyberspace and YouTube.

Levi Strauss & Co: Ready To Work

Documentaries about rebuilding efforts in a rundown steel town across multiple media sources made this campaign an integrated marketing gem. It was real Norman Rockwell stuff that stuck a chord.

Volkswagen: Kombi’s Last Wishes

When Brazil closed the last assembly line for the Volkswagen Kombi in 2013, they decided to host an “unlaunch.”

The company asked people who had bought the vehicle to place stories about their experiences on a special website.

The campaign spurred a worldwide conversation across various mediums and was promoted with a series of well-placed ads reflecting the truck’s “last wishes.”

Pret A Manger: Customer Outreach

Natural food store Pret A Manger actually asked their customers what they wanted and then acted on it. When they asked for input on recipes and menus, they got it to the extent that feedback has been shared worldwide. Seeing your menu items in print after you’ve posted them and having that kind of input engages both customers and prospects. The integrated campaign didn’t stop there, either. The company opened a second vegetarian location in London last month with 20 new items on the menu. There are plans to crack the U.S. market in the future.

Southwest Airlines: Transfarency

The airline started this campaign three years ago, and it’s still working for them. Stressing customer education online even got them some ink. 

Cancer Research UK

They covered all the bases for a good cause here. The campaign drive even reached all the way back to print and television, combining everything with a digital presence. The campaign asked people to leave something in their will for cancer research. The TV angle featured cancer survivors and scientists.

LinkedIn: “In It Together”

You might not have expected it, but this social media giant launched a campaign with a TV spot under the banner– In it Together , last year. It was especially interesting because it highlighted a number of businesses with videos shot in black and white documentary-style footage. Outdoor ads, video spots and, of course, videos were just a few of the other tools they implemented.

ESSC- “Change the Way You See Disability”

Easterseals  Southern California makes the list and does good things with its integrated marketing campaign that features the people who benefit from it. “Don’t Exclude. Include.,” is just one of the slogans used across several platforms like social media and outdoor ads.

Intuit: “A Giant Story”

A great narrative video that personalizes our digital world with a character invented by an entrepreneur is at the center of this integrated campaign. This is a bold move that marks the very first branding campaign for this titan in the corporate world.  The company recently said they were looking to target the 750 million people globally who work for themselves, so small businesses should be looking at this campaign carefully to see what the takeaways are.

Building a Cohesive Brand Voice Across Multiple Platforms

Building a cohesive brand voice across multiple platforms is crucial in the realm of integrated marketing. A consistent brand voice helps in reinforcing your brand identity, creating a memorable impression, and fostering trust among your audience. When your message is uniform across various channels – be it social media, print, television, or digital platforms – it amplifies your brand’s presence and cements your place in the consumer’s mind.

A cohesive brand voice starts with a clear understanding of your brand’s core values, personality, and the message you want to convey. This understanding should be the foundation for all your communication. For instance, if your brand is playful and youthful, this should reflect in your social media posts, advertisements, email campaigns, and even in customer service interactions.

Moreover, consistency in visual elements like logos, color schemes, and typography across platforms reinforces brand recognition. For instance, Coca-Cola’s iconic red and white color scheme and its distinct font style are recognizable across any medium, making the brand instantly identifiable.

Furthermore, adapting your message to fit different platforms while maintaining the core essence is key. The tone on a professional network like LinkedIn might differ from that on a casual platform like Instagram, but the underlying message and brand values should remain consistent.

Incorporating user-generated content and customer feedback into your campaigns can also ensure authenticity and relatability, further strengthening your brand voice. By staying true to your brand’s essence across all platforms, you can build a strong, trustworthy, and recognizable brand identity.

How to Start an Integrated an Integrated Marketing Campaign

If you’re thinking, “Where do I sign up?,” follow these steps to get started designing and executing a successful integrated marketing campaign:

• Determine the Overall Objective of the Campaign : Understand the primary aim you want to achieve with the entire campaign.
• Select Marketing Platforms and Define Individual Goals : Pick the best mediums to reach your audience and set specific targets for each.
• Customize Your Approach to Different Channels by Understanding Your Audience : Recognize who you want to engage and adapt your strategy for each channel.
• Appoint Managers for Each Channel : Depending on your marketing team’s size, individual members or entire teams may oversee different channels. In a multi-channel campaign, it’s crucial to identify who will be responsible for aligning each channel with the overall campaign goals.
• Create Adaptable Content and Consistent Messaging : Design clear and uniform messages, along with versatile visual content that can be modified for different channels.
• Plan Your Lead Collection Strategy : Identify the methods for gathering and handling leads generated during the campaign.
• Initiate, Monitor, and Refine Your Campaign : Activate the planned elements, continuously assess the results, and adjust as needed to enhance the outcomes.

Below is a table that outlines the key steps for starting an integrated marketing campaign if you’d like to mark things off checklist-style:

Integrated Marketing Photo via Shutterstock

GoPro became a big name because of the idea. Other action cameras came after that but they took the crown for being first.

They have great marketing people, no doubt.

Great list, Rob! I think GoPro’s marketing approach is great too. It can be a tricky to perfect the art of integrated marketing campaigns. In a multi-media world that we live in, new media and old media sit alongside one another, sometimes competing, other times working collectively. Thanks for sharing!

Thanks Brooke. I really liked the idea of promoting events with social media.

It is good to take a look at these and find some inspiration for your next marketing campaign.

A successful campaign not only captures people’s imagination but has the right strategy to make it stick. The company creates such strong brands and stories that all of its media can appear to work seamlessly. Integrated marketing has target a range of audience across different platforms to ensure a brand’s campaign doesn’t go unnoticed and speaks to the right people in the right places.

A successful campaign not only captures people’s imagination but has the right strategy to make it stick. The company creates such strong brands and stories that all of its media can appear to work seamlessly. Intergrated marketing has target a range of audience across different platforms to ensure a brand’s campaign doesn’t go unnoticed and speaks to the right people in the right places.

Thanks for sharing this info with us.

Appreciate you sharing, great article post.Really looking forward to read more. Cool,keep posting.

Your content always helps me to go next level, thanks for sharing such an informative article, keep posting.

I am new to digital marketing. I do know it is a field I would like to enter. You are a really big help. Thank you!

Brilliantly explained! Thanks to you that i have understood the role of Digital Marketing in the present world and its various aspect.

I love this website so much, you guys are doing a very good job. I have bookmarked it already.

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Home PowerPoint Templates Shapes Integrated Marketing Communications PowerPoint Template

Integrated Marketing Communications PowerPoint Template

Integrated Marketing Communications PowerPoint Template  is a professional presentation which provides a set of Shapes, PowerPoint Icons and Diagrams featuring integrated marketing practices.

The term  Integrated Marketing Communication (IMC)  is used to reference the application of consistent brand messaging through different traditional and non-traditional marketing channels, applying different promotional practices to reinforce each other.

In the current digital era, Marketers are designing more sophisticated marketing campaigns across traditional marketing channels. This campaigns involve Retail, News, Television, Radio and static advertising, combined with digital marketing channels as websites, Search Ads, Banners, Backlinks, video and several online advertising options over Apps.

The user can find in this PowerPoint template Icons for Radio, TV, Events, News, Magazine, Communication Horn. The concepts of listening and observing, market research, consumer research, marketing idea, event calendar, marketing planning, effective strategies, community, team are mapped to shapes showing a working team. Also it provides metaphors for Marketing work as planning, coordination, collaboration, communicating, task managing, rules, goals, strategy, achievement, mastery, fun, level-up, idea, progress, appreciation, risks.

The user can find traditional retail POS shapes combined with digital purchases. Concepts as Amplified word of mouth can be described with the bullhorn shape and word clouds.

For Integrated content strategies the user can use the following Flat PowerPoint Icons

• Touch screen
• Web development
• Social media marketing
• Affiliate marketing
• On page SEO
• Off page SEO
• Keyword research
• Pay per click
• Indexing keywords
• Places optimization
• Market automation
• Content calendar
• Video marketing
• Viral marketing
• Inbound marketing
• Sitemap optimization
• Website promotion
• Web analytics
• Email marketing
• Social engagement

The User can combine traditional shop clipart with shapes representing modern digital marketing practices and create presentations that appeal to global audiences. Impress your audience with the Integrated Marketing Communications PowerPoint Template.

You may also like:

• Go To Market Strategy PowerPoint Template
• Marketing Radar Charts for PowerPoint

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• Search Impact Life Cycle PowerPoint Diagram

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Integrated campaign presentation, free google slides theme and powerpoint template.

Things are changing in the world of marketing, where new approachs are being used to better communicate the same message through different channels. Develop a strategy and tell it to your colleagues by showing them these slides, edited with your own content beforehand! Simplicity is the key here, and that can be applied to the palette: it's composed of white and salmon.

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• 100% editable and easy to modify
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High School

Integrated marketing campaign-service.

The Integrated Marketing Campaign—Service includes a campaign that is related to any service or intangible product. Examples may include pet services, golf lessons, health care services, salons, restaurants, amusement parks, etc.

Participants

Written entry page limit, appear before a judge, present campaign, interview time, sponsored by:.

Essential Elements

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DECA prepares emerging leaders and entrepreneurs in marketing, finance, hospitality and management in high schools and colleges around the globe.

The Ultimate Written Event Guide

Before serving as the 2018-2019 High School Division President, he was an international finalist, earning second place in the International Business Plan at ICDC in Anaheim. Andrew Weatherman took home DECA glass and now he’s taking the time to share his insider secrets with you.

Stage 1: Finding The Right Event

Let’s start by addressing the elephant in the room: written events aren’t for everyone. They’re a super fun and different way to compete, but they sure aren’t suited for the average member. Written events are a process, and they require months of preparation, all-nighters, and a lot — a lot — of research. If you love solving a challenging problem on your feet, then I’d advise staying away from written events (go for role plays!). However, if you like having a prepared plan and the opportunity to rehearse, go ahead and try a written event!

Think a written event is for you? Great! Before you dive in and begin planning your paper, you must decide which event to compete in! The great thing is that DECA’s Competitive Event series offers a plethora of exciting events to chose from. Unfortunately, you can only pick one. In my opinion, choosing the right event is the most overlooked but vital part of the competition process. DECA breaks the written events into four categories: Business and Operations Research Events, Project Management Events, Entrepreneurship Events, and Integrated Marketing Campaign Events. Want to check out all DECA’s competitive event options? Take a look at the complete list in the DECA Guide. In this article, I’ll summarize each written event and add a little commentary. For more details, head to www.deca.org/compete.

Business and Operations Research Events 

Events in this category have a maximum page limit of 20 pages and allow for a single competitor, a partnership, or a team of three. There are five events that fall under the Business Operations Research umbrella: Business Services, Buying and Merchandising, Finance Operations, Hospitality and Tourism Operations, and Sports and Entertainment Operations. Business Operations Research events provide you the opportunity to conduct research with a local business/organization and present your findings to a judge at competition. These events follow a topic that changes from year-to-year. Business Operations Research events are a great way to connect with local business and understand how they work! If you like business research and strategy, Business Operations Research is a great fit for you!

Project Management Events

In my home association of North Carolina, Project Management events are the Holy Grail; if you want to prove that you are the best competing chapter, a great way to do that is to tackle the Project Management events. Like BOR events, Project Management events have a maximum page limit of 20 pages and allow for a single competitor, a partnership, or a team of three chapter representatives. There are six events that fall under the Project Management umbrella: Business Solutions Project, Career Development Project, Community Awareness Project, Community Giving Project, Financial Literacy Project and Sales Project. Project Management events provide the amazing opportunity to engage chapter members in school-wide/community-wide activities that cover the specific event. Many chapters already put on amazing school/community activities, and the Project Management events allow you to showcase your chapter’s awesome outreach/impact! I always recommend chapters of any size to pick an event and go for it! If your chapter is up to the challenge, you can do all six events! If you like event planning and management and want to have a tangible impact on your school or community, try a project management event!

Entrepreneurship Events

My favorite written event category, Entrepreneurship Events give you the opportunity to “explore entrepreneurial concepts from idea generation, business planning, to growing an existing business.” Unlike Business Operations Research and Chapter Team events, however, the events that fall under the Entrepreneurship umbrella have different rules from one another. The Innovation Plan is the shortest written event available, clocking in at a maximum page limit of five. The Start-up Business Plan is an intermediary, having a maximum page limit of eleven. While the Franchise Business Plan, Independent Business Plan, Business Growth Plan, and International Business Plan have a maximum page limit of 10. Unlike all other written events, though, the Business Growth Plan has strict rules on who can compete; since this event involves crafting a detailed growth plan and strategy for a business owned by a DECA member, all competitors must be “documented owners/operators of the business — a parents’ business does not qualify.” All events, though, allow for a single competitor, a partnership, or a team of three. Having a budding affinity for the world of entrepreneurship, I instantly gravitated towards these events. My sophomore year I competed in Start-Up Business Plan, and my junior year I competed in International Business Plan. If you have any interest in entrepreneurship, I highly recommend looking into these events!

Integrated Marketing Campaign Events

This is a new event this year! The Integrated Marketing Campaign Events provide an opportunity for the participants to demonstrate promotional knowledge and skills needed by marketing personnel. There are three different events within IMC. Event includes a campaign that is related to any sports and entertainment event and/or company event. Product includes a campaign that is related to any hard/soft line retail products including e-commerce. Service includes a campaign that is related to any service or intangible product.  These events have a maximum page limit of ten pages and allow for a single competitor, a partnership, or a team of three. If tests aren’t your thing, I recommend staying away from these events. The test will factor into your overall score, and a low test score could spell doom for your Glass hopes. If you are a strong test taker who wants to compete in written events but still wants a taste of series events (and has an interest in the marketing field), definitely check these events out!

So Which Is Right For Me?

Now that you have familiarized yourself with the numerous written events offered, you are probably overloaded with potential options and don’t know which to pick. Surprisingly, this is a great problem to have! Unfortunately, there is no binary solution. No formula, advice, etc. can make that decision for you. Go with your gut; ask teachers and fellow members, but the end decision is yours, so own it.

“Choose something you are passionate about. The less passionate you are about your topic, the less productive you will be.”  –Ben Smith; Wisconsin DECA VP of Event Management.

When I decided to compete in a written event my junior year, it was a no-brainer: I love presenting and researching, so of course, I had to go the written route! The tough decision, though, was what event to pick. I knew I had to go for an entrepreneurship event so that automatically narrowed the field. The previous year, I competed in an ten-page event, and I thought that limit was too restrictive, so I had to go for a twenty-pager. Honestly, the decision was only between two events — Independent or International. Like I said, I love researching, and I really wanted to squeeze the most out of this event as I could. That said, I chose the International Business Plan because it gave me the opportunity to research the culture and business/entrepreneurship environment of another country.

Stage 2: The Core

Now that you have a better understanding of what written event you’d like to compete in, we can move onto the skeleton of your event: the core member(s). This is the stage that you DO NOT WANT TO SKIP. You can slack on any other stage and produce a winning project, but if you chose to slack on this stage, then you can kiss your Glass hopes bye.

Team or No Team — That is The Question

Every DECA written event allows you to compete solo, as a partnership, or as a group of three. Like every project or idea, the team is the backbone and will make or break everything. Choosing your team, or not choosing one, is the single most important decision you will make during your project. Your partner/group members, though, must be from your home chapter.

Flying Solo — Pros and Cons

If you are the type of person who wants absolute control over every aspect of your project, this is the route you need to take. Personally, I chose to fly solo. If you lack innate self-initiative and are a weak presenter, I urge you to not even consider this option. Flying solo feels great — you never have to deal with conflicting schedules, you can work on your own time, and you make every decision. But, that also opens you up to some pretty (potentially) devastating negatives. When it comes to presenting, you have the full load of work; you can’t rely on someone else to cover certain parts. When it comes time to make a decision, you have full say, so if you don’t consult outside help, you’re getting a very biased view. You have no one to hold you responsible to any deadline, and if you start to lose interest, you will have to find a way to reel yourself back in.

Teaming— Pros and Cons

If you have a strong core of one or two chapter members that possess wildly different (applicable) skill sets and mesh well, forming a team with those members is a great way to go. From the paper standpoint, the team route (when executed well) decreases the workload and dependence of all members. From a presenting standpoint, each member can cover certain parts of the pitch, which should allow for better (and impressive) flow and transition (plus you can wear matching outfits, and that’s pretty cool). However, this route also opens itself up to (potentially) devastating negatives: team communication has to be at maximum level during the project (I recommend Slack if you have a team of three); arguments can break out over trite team decisions. If done well, teaming can be a perfect option, but any slip up during the project could spell doom to all of your hard work. Tred with caution.

I recommend setting aside a few weeks at the start of school to survey new DECA members and observe returners (summer changes some people). If you take this step early, there is absolutely no reason to rush to rash and impulsive decisions. If you decide to form a partnership or team, take a week to just talk — doesn’t have to be about DECA. No matter the skillset or promises offered by anyone, you must mesh well with your team (this isn’t necessarily a start-up; no need to be a Steve Jobs). Also, a word of wisdom: I’ve gotten burned by (looking back) ludicrous promises by teammates. Don’t be blinded by outlandish promises; they are almost always too good to be true.

Stage 3: Planning and Research

Do not, I repeat, DO NOT, think you are too good or too smart for planning and research. If you have that mindset, stop reading right now. Even though I have harped on the importance of research and planning, I have purposely left this stage relatively short. Find the methods that work best for you/your team.

I’ll be honest — I’m the most unorganized person you’ll ever meet. I’m not a big planner. That said, I still had a rough sketch and timetable for my event. It wasn’t much, and it doesn’t have to be much. A simple print-out of the event guidelines, a few dates/ranges scribbled here and there, and that was it. I’m a driven guy, so I could count on that drive and desire to win to push me. If you need a little more planning (this works well with teams, but can also work well for a single person), try Trello — a free online to-do board where you can collaborate with others, assign tasks, set due dates, and add notes. I’m not a big fan of agendas, but many groups find it very helpful to set a meeting agenda whenever they are going to be working on the project. 

For a Glass-worthy paper, you will spend twice the amount of time researching than you will actually writing the paper. That said, researching is supremely important. I still have a folder on my computer full of PDFs from research for my IBP, paper revisions, audio from meetings and calls, charts and graphs, etc. I even found an amazing e-book with a few chapters especially pertinent to my paper, emailed the publishing company, and received a hard copy (free of charge) in the mail a couple of weeks later. When I conducted research, I always brought a notepad with me, so I could jot down any tidbits, figures, etc. that could’ve brought potential benefit to my paper. I get easily distracted, so to combat this during my paper time, I went to my local library to do all of my work. I think this helped a ton when it came to getting stuff done in an efficient manner, and I would recommend you (or your team) find a quiet “paper place,” somewhere you go when it’s time to finally get down to business.

"Thoroughly document your [research] while it’s going on. You won’t remember everything you did when trying to write about it.”  –Lena Kellogg; LV DECA President

Stage 4: The Paper

After weeks (read: months) of planning and researching, it’s finally time to start seriously drafting your paper. A word of advice: don’t get too attached to your first (or second or third) draft; it won’t be great. As a serious competitor, you need to channel your inner critic; try to read your paper through the lens of that advisor and make changes just as a harsh third-party would. That’s how winners work. 

A quick pro tip: no matter if you’re working alone or as a group, enlist the help of your advisors, friends, trusted family and outside sources to give you feedback on your paper. However, make sure to explain to them that they need to be 100% honest in their critical feedback. People you know will often give you sugar-coated advice, and this will do more harm to your project than good. 

How Important Is My Paper?

Depending on your event, your presentation and paper score may vary. The paper in a 20 pager will count for 60% of your score, making the paper that much more important. Below is a chart that breaks it all down. Credit to Annie Hulse of Oakton DECA (VA).

Executive Summary (ES)

This is the most important part of your paper! Judges won’t always have time to read your entire paper, so they will read your summary in-depth and skim the rest. Therefore, it is paramount to have a killer ES. I can’t stress this enough. 

Start with a bang, sell the problem and solution (but hit hard on the problem), and focus on what makes you stand out. 

When writing the summary, which should be done after everything else is complete, imagine that your ES is the only thing your judge will read (because it could be), and you need to sell them on your idea with that ES alone.

Let The Score Sheet Be The Blueprint

You may have been told that a certain section isn’t important. You might think, “Oh, by rearranging these sections, I’ll certainly stand out!” That’s a common thought, but also an erroneous one. 

You should be in a committed relationship with the guidelines of your event. Read them before writing, then again while writing. Read them between drafts and before bedtime. Know the guidelines better than the people who wrote them. This is a competition, and the guidelines were provided for a reason. Judges are sticklers for judging a paper off the guidelines. A vital thing to do at this moment would be to print out the guidelines of every event that you are considering. In your paper (and presentation) include the exact vocabulary from the rubric and guidelines in your writing.

Content or Appearance

An age-old debate between researchers and perfectionists: should my paper be content heavy or aesthetically pleasing? Personally, I have seen more success from a hybrid. Include the most important details, and be thorough on those details for every section. Elaborate on the vital portions, but don’t slack on the visuals. Include meaningful, colorful graphs to break up large chunks of text. When appropriate, substitute text for bullet points or flow charts. Once you decide on a logo and font, maintain a consistent color scheme and font usage. Make sure, though, that you don’t add visuals just to add them. They should add substance to your paper. A respectable content-to-visual ratio for every page is roughly 75:25.

Penalty Points

Penalty points can literally ruin everything. In my state, if you get more than 10 penalty points on your paper, you can kiss the top 10 goodbye. Triple-check your paper for penalty points before you submit it, and enlist the help of a few classmates. 

Some common mistakes that lead to penalty points are as follows: exceeding the number of pages, leaving out a section, not having all pages numbered, not using current guidelines (see, I told you guidelines were important). Penalty points are awarded for careless errors, and they’re very easy to avoid if you pay close attention. 

Stage 5: The Presentation

No matter how good your final paper is, the presentation will be the single factor that differentiates you/your team from the competition. Most associations require that papers be submitted a few weeks prior to the state conference. If this is the case, focus on your paper until the due date — don’t even think about your presentation. Once you’ve turned in the paper, turn your full attention to the presentation. 

Script or No Script?

When it comes to presentations, there is the inevitable question of whether to script it out or not. Honestly, this is a personal decision. It is often said, though, that if you are going to memorize your presentation all the way through, you need to have it down to the “Happy Birthday” level, meaning you would be comfortable belting out your script in the most stressful situations. 

Make your presentation aesthetically pleasing! A nice tool to use to create materials (if you aren’t fluent in Photoshop) is Canva. At competition, you’ll find that PowerPoints are the outliers. A lot of competitors opt to go the trifold, or more obscure, path. However, the time you take to set up and take down your materials counts in your total time, so practice setting up and taking down before showtime. 

While visuals can certainly help your overall presentation, they should be appropriate and engaging. When presenting, you should interact with your visuals in a way that makes sense. If you are using technology, don’t count on WiFi or outlets. When I presented, I used a traditional PPT and a clicker. I also made business cards with my name and company logo, and I handed the judge a card before I wrapped up. Nice touches like this definitely leave an impression on your judge. Think of the exterior things that could go wrong on the day of your presentation. Prepare back-ups or alternatives so that there are no disasters that could derails all of the work you’ve put into your final project.

Judge’s Questions

You have 15 minutes to give your pitch. However, you shouldn’t use the whole time presenting. After your pitch, the judge(s) will likely have some questions. These questions are not meant to trick you. The judge will usually ask for clarification on parts that you glossed over or will ask in-depth questions on a certain topic. While you’re not obligated to leave time for questions, it’s always recommended. I ran tight on time during my final IBP pitch at ICDC, and I have always wondered if that was the difference between first and second. Learn from my mistakes – leave the time. 

Don’t be nervous when answering questions. You are the authority on the subject. No one should know your problem, market and solution better than you. One way I prepared for questions was by pitching to others and fielding questions from them. There will likely be parts of your presentation that make perfect sense to you but confuse someone else. 

When answering questions, give a concise but full answer: don’t spend too much time on any one question, but make sure to completely answer the judge’s question. Most importantly, have a respectful tone when answering. I know, you probably feel like you covered that section that the judge is confused about very well, but a rude or impatient tone will not support your cause. 

Discussion Questions

Classroom connection, career cluster:, instructional area(s):, performance indicators:.

DECA Competitive Events: Use of AI

As artificial intelligence continues to evolve, it can be a tremendous tool to help companies and organizations enhance their productivity and work. However, the use of generative AI also comes with significant caution and ethical considerations.

Competition Power Moves: Mastering Body Language

Effective body language can enhance your message, captivate your audience and leave a lasting impression. Let's explore the importance of proper body language when presenting and review pro tips to excel in DECA competition.

Top 5 Tips for Prepared Events

DECA's prepared events require a written project and a prepared presentation, and some require participants to take a career cluster exam. As you begin working on your prepared event for the year, check out these five tips to help you throughout the process!

Your Guide to Understanding DECA ICDC's Competitive Event Process and Transcripts

If you're looking for more information on DECA's International Career Development Conference competitive events process and transcripts, look no further! Explore these frequently asked questions and answers.

DECA prepares emerging leaders and entrepreneurs in marketing, finance, hospitality and management in high schools and colleges around the globe.

Competitive Events

Find Your Event

Competition Success

Online Practice Exams

Vocabulary Flipcards

Performance Indicator Flipcards

Video Library

Chapter Name

Integrated Marketing Campaign-Service

The Integrated Marketing Campaign—Service includes a campaign that is related to any service or intangible product. Examples may include pet services, golf lessons, health care services, salons, restaurants, amusement parks, etc.

Career Opportunities

Maple Cares

The Maple Corporation is a telemedicine platform that provides virtual healthcare for patients wishing to skip the hassle of physical clinic visits. Through the company's website and app, registered users can instantly connect with a doctor using any online device, around the clock. The company hosts an online platform featuring a network of 500+ licensed physicians from various disciplines. Using Maple's website and mobile app, registered clients can instantly connect with a doctor by text or video call to receive consultation services much like an in- person appointment.

Each participant will be given a 100-question, multiple-choice, marketing cluster exam. Each exam question is linked to a specific performance indicator within an instructional area. In the case of team entries, the scores of each participant will be averaged to produce a single team score.

Sample Exams

Exam blueprint.

The chart below shows the number of items per instructional area for the 2023-2024 exams used at the district level, chartered association level and the International Career Development Conference.

EXAM STRATEGIES

The exam blueprint is your best friend.

Use the exam blueprint to focus your preparation efforts. You may prioritize studying instructional areas with the higher number of questions listed the blueprint.

Keep Expanding Your Knowledge

As you advance in competition, exam items become more specialized to the Career Cluster. Therefore, you should start with an understanding of general business concepts in the Business Administration Core and build on the knowledge within the Career Cluster of your competitive event.

Review Your Work

Don’t just take the exam! After you take the exam, compare your answers to the exam’s key. If you incorrectly answer a question, re-read the question, note the correct answer, and then read the descriptive key. The descriptive key explains the correct answer and why the other answers are incorrect. This will also help you understand the performance indicator addressed in the exam question.

Focus Your Efforts Where They Need To Be

Each exam question is linked to an instructional area. For each incorrect answer, tally the instructional area it matches. If you are noticing a pattern of incorrectly answering questions within particular instructional areas, spend more time learning the knowledge and skills within those instructional areas. Spend more time reviewing the performance indicators under those instructional areas.

Form Study Groups

Because there are only seven DECA exams, chances are high that some of your fellow chapters are taking the same exam as you, even if they are in a different competitive event. Use this opportunity to form study groups. You could consider taking the exam together and discussing the questions and answers. You could even divide and conquer to prepare study materials to help understand performance indicators.

Get In The Mode

Recreate the testing scene. Find out from your chapter advisor the setting for your exam during competition. Will you be taking the exam online through an electronic device prior to the competition, or  using pencil and paper on-site during the competition? Find out how long you will have to take the test. Then try to replicate the setting using a practice test and using the same time frame you are given in competition.

Develop a Study Schedule

Make sure to study and prepare on a regular basis. Plan a study schedule and calendar leading up to your competition. Do not study right before you take the test. Instead, concentrate on being calm and confident in yourself when taking the exam.

Test Taking Techniques

When taking the exam, use these general test taking techniques:

• Familiarize yourself with the format.
• Read the question. Think about the answer.
• Read all choices before choosing your answer.
• Eliminate choices you know aren't correct.
• If you get stuck, circle and come back.
• Always take an educated guess.
• If time allows, review your work. ‍

Remain Positive!

Be confident. Refrain from engaging in negative discussions with other members prior to the exam, such as “I’m so nervous – I don’t know if I studied enough.”

Sample Role-Plays

Instructional areas.

Each role-play focuses on a primary instructional area. For each role-play, a majority of its performance indicators will focus on that primary instructional area. The following instructional areas may be used in this event's role-plays.

ROLE-PLAY STRATEGIES

Key elements.

The following key elements are always a part of each role-play scenario. Understanding the format and style of the role-play will help you become familiar, feel comfortable and easily identify the key elements so you can maximize your time developing your solution.

• Participant Role
• Company and Brief Description
• Deliverable
• Instructional Area

Performance Indicators

• Meeting Location

The performance indicators are your guide to a focused presentation! Apply them to the situation because they are always based on a real-life situation. Use industry knowledge that you have researched before competition to supplement what you know about your performance indicators. This helps demonstrate your proficiency.

What's the Ask?

At the end of any role-play situation, you are presented with what the judge is looking for from you. Make sure you address what the judge is asking while incorporating the performance indicators. You will want to wow your judge with your solution while explaining it by incorporating the performance indicators.

Communication is Key

Speak clearly so that the judge can understand what you are sharing with him/her. You have time to talk about your performance indicators within the situation—don’t rush and take the chance a judge didn’t hear you talking about something. Be natural and comfortable in your role in the situation. Nonverbal communication can be just as important as verbal communication. Smile and be confident to help demonstrate your professionalism.

Be Creative and Stand Out

Be calm, be professional and be enthusiastic. Don’t be scared of your competition. There are many creative ways to approach a role-play, and no one way is necessarily right, so focus on adding your own creative twist to what you do. Don’t just have a “Plan A”; exceed expectations by having options for your judge to select from if the situation calls for it. Setting yourself apart through innovation, creativity and quality ideas is the key way to stay in a judge’s mind long after all the competitors have finished presenting. What can you bring to the presentation that no other competitor will show your judge?

Connect with the Judge

Take time to make sure your judge is following your thoughts. You can ask your judge questions to make sure he or she has understood what you have shared. Near the end of the role-play, the judge will likely ask you questions. When you are preparing your presentation for the role-play, you may anticipate what questions the judge may ask. However, if you need a minute to consider the questions before answering, say so in a professional manner. This reflects your respect of his or her position and your desire to share an informed answer.

Speak the Language

When speaking with the judge, be as professional as possible, while still being personable and accessible. This means using accurate industry terminology when the situation calls for it. Do not be afraid to use sophisticated or rich vocabulary—with­out sounding like you’re just trying too hard to impress, because, of course, you still want to be relatable, friendly, and down-to-earth.

Make a Good Impression

Be friendly, make eye contact and give a firm handshake when you first meet your judge. Do not wait for them to introduce themselves; rather, take the initiative. While you might be nervous and feel awkward, taking initiative shows that you truly are mature, confident and comfort­able. Also, adhere to the dress code, because you come across as much more professional if you really do look like a business executive. You may also consider the career area in which you are competing. For example, as a competitor in Apparel and Accessories Marketing, you may want to wear something that will reflect an interest in fashion or a more creative point-of-view, without being outrageous. You want to leave a good impression with the judge, and of course, be rememberable.

WRITE IT LIKE  YOU MEAN IT

Participants in the Integrated Marketing Campaign Events will develop an integrated marketing campaign of no more than 45 days in length for a real event, product, or service. The body of the written entry must be limited to 10 numbered pages, including the appendix (if an appendix is attached), but excluding the title page and the table of contents.

WRITTEN ENTRY GUIDELINES

The written entry must follow the specifications provided in the Written Entry Guidelines section of the DECA Guide for the competitive event. In addition to the Written Entry Guidelines, participants must observe all of the standards on the Penalty Point Checklist. These standards are designed to make competition as fair as possible. Additionally, the Written Event Statement of Assurances and Academic Integrity Form must be signed and submitted with the entry.

Sample Written ENTRY

Written entry strategies, content is king.

The written entry is the foundation of your competitive event. It's your outline for your project or plan, and represents your process to achieving your outcome. Choosing the right written event and the right company, event, idea, product or topic is so important, because you want to be passionate about the work you will endeavor in this process. Be thoughtful when making your decisions using some of these key considerations:

• Is there enough data accessible?
• Can I get information I need from the company or about the product, event or idea?
• Are there real people I can engage with or enlist the help and expertise of?
• Is this cutting edge or has the potential to be?

First, But Last

The executive summary is one of the most important parts of your written entry. Not only is it likely to be one of the first parts of your entry the judge reviews, it also provides an overall summary of your entry. It should be dynamic, concise and effectively highlight the main points of your written entry all while including a call to action. Often, it is best to write the executive summary last so that you can identify the most relevant components to include. Some tips for an effective executive summary include:

• Start with a bang.
• Identify the problem solution and opportunity.
• Focus on what makes you stand out.
• Sell don't just tell.
• Include data and finances.
• Use graphics and formatting as appropriate.
• Imagine this is the only thing someone would read.

Review, Edit, Proofread

Once you have completed your written entry, review it against the written entry guidelines and written entry evaluation form to ensure you have addressed each item. If you believe items are missing or need improvement, revisit your written entry and improve those areas. You may also wish to ask consultants to read your written entry against the criteria and provide feedback. Often, that is the best way to determine if your written entry is clearly understood by someone other than you as the project creator(s). In addition, you should edit and revise your written work so that it is well-organized, professional, logical and error free.

Avoid Penalty Points

Penalty points can cause you to lose your chance for advancement quickly! Many times, they can easily be avoided. Some of the most common reasons for penalty points include:

• Not using the current year’s event guidelines.
• All participants or advisor not signing the Statement of Assurances.
• Leaving out sections in the body of the written entry.
• Having too many pages. Double check the number of pages allowed in your written entry.

Give your entry to a trusted advisor or peer to review against the Penalty Point Checklist.

PRESENT WITH PIZZAZZ

The participants will present the campaign to the judge in a 15-minute presentation. The judge is to assume the role a client who will assess the participants’ campaign proposals. The presentation begins immediately after the introduction of the participants to the judge by the adult assistant. Each participant must take part in the presentation.

PRESENTATION GUIDELINES

Each participant may bring a copy of the written entry or note cards pertaining to the written entry to use as reference during the presentation. Only visual aids that can be easily hand carried to the presentation by the actual participant(s)will be permitted. The participants themselves must set up the visuals. Wheeled carts, moving straps or similar items may not be used to bring visuals into the area. Set up time is included in the total presentation time. Participants must furnish their own materials and equipment. No electrical power or internet connection will be supplied. Alternate power sources such as small generators are not allowed. Sound may be used, as long as the volume is kept at a conversational level. Materials appropriate to the situation may be handed to or left with judges in all competitive events. Items of monetary value may be handed to but may not be left with judges. Items such as flyers, brochures, pamphlets and business cards may be handed to or left with the judge. No food or drinks allowed. If any of these rules are violated, the adult assistant must be notified by the judge.  

Presentation Strategies

First things first.

Consider your presentation your time to highlight the most important parts of your competitive event. In every case, you're trying to sell the judge that your idea, concept or plan is the best. Start with that in mind, and develop an outline for your presentation. Your ultimate goal is for the judge to choose your presentation. Consult the presentation evaluation rubric in the DECA Guide to ensure that your presentation includes information for all of the scoring criteria. You may also consider visual aids and if you'll use technology — but make sure they are relevant and meaningful to your presentation.

Brand Yourself A Winner

When creating your project and delivering your presentation, you are essentially developing a brand for yourself and your ideas. Make your presentation’s brand attractive and easy for your judge to remember by wrapping it in a strong visual package. Tie together all the elements of your project, from the charts and graphs of your written document, to your slide backgrounds, to the shirt you wear with a signature element, such as a particular color palette or pattern.

Stop, Look, Listen

A great portion of your presentation’s success isn’t dependent on what you say, but how you say it. Like any good speech, the judge may not recall every statistic, market segment or promotional idea that you deliver, but they will remember how you made them feel. That’s where confidence in your delivery comes in. Being excited, nervous and anxious about your presentation can cause your rate of speech to increase rapidly, making your words fly by in a blur. Always remember the power of pause. When practicing your presentation, incorporate pauses into your phrases. This will create a dramatic, ear-catching effect to keep your judge attentive to your presentation, plus it will emphasize important points and information. 

Eye contact is another way to connect with your judge. Locking eyes shows confidence in the points you’re delivering and is another way to keep your judge engaged in your delivery.

A memorable part of your delivery that will greatly affect how your judge feels is your tone of voice. Your tone should vary depending on the subjects you’re covering in your presentation. For example, presenting a charity that your Community Giving Project supports may be most effective with a serious, earnest tone, yet in sharing your creative marketing  ideas for an Integrated Marketing Campaign event, an excitable, vibrant tone would be great for expressing your creativity. No matter what tone you use, make sure you vary your expression. Nothing will lose a judge’s attention more than a flat, boring delivery that gives them no feeling about your topic. 

While relying on your innate ability to “wing it” is never recommended for competition, writing down paragraphs of perfect phrases, word-for-word, doesn’t guarantee that your presentation will turn out trophies either. Note cards are a handy tool to remember specific numerical data and exact quotes, but using them as a crutch for your memory could reduce your confident delivery, especially in form of eye contact with your judges. Instead, commit your presentation to memory as best as possible. If you thought it, developed it and wrote about it, you should be able, with a bit of practice, to present it well. Use your visual aid to help guide your talking points, with illustrations, diagrams or other images to help cue your words. 

Just because you reach your last slide doesn’t mean it’s time to thank your judge, shake hands and flee the room. The time after your formal presentation is crucial for further interaction with your judge. Take this opportunity to clarify parts of your presentation, show more of your personality and impress your judge with an ability to provide thorough answers to any questions they may have. The best way to flawlessly answer these questions is to prepare for them in advance. Use your advisors and peers as practice judges for your presentation, and request that they each ask you at least three follow-up questions to your presentation. You begin to become more confident delivering answers off-the-cuff and will begin to learn the most commonly asked questions of your presentation. Should your judge not immediately ask any questions, ask for them! 

To leave even more of an impact on your judge, provide them with a handout before you walk out the door, such as a brochure or outline. Use this strategy to highlight important takeaway points from your presentation, further brand yourself and your ideas, and keep a presence in front of your judge, even long after your final handshake. Make sure to have a final statement or call to action to show your judge that you’re interested in following through.

INSIGHTS INTO THE INDUSTRY

Industry trends are patterns or current happenings that occur within a specific industry. Keeping up with the industry helps give you a pulse on issues and trends that are affecting the industry. This knowledge can help you develop creative, relevant and timely solutions for your competitive event.

19 Digital Marketing Solutions to Boost Brand Content and Loyalty

How marketers are working to mitigate ai issues, will ar mirrors become a new marketing focus, 7 digital marketing trends, popular brand expands product lineup, dtc brands entering warehouse clubs, astrology being used to grow a brand, refurbished products attract gen z, conquer the competition.

Not only do these interactive competition preparation tools help you expand your industry terminology, understand performance indicators and check your comprehension through exam items, they also help you prepare for DECA competition!

Expand your vocabulary

Broaden your knowledge

Check your comprehension

DECA Direct Online is your source for competition tips and career insights. Check out these articles and more on DECA Direct Online as you prepare for competition.

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The ultimate written event guide, 4 things you must remember while public speaking, finding your deca competition soul mate.

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