Integration:It’s More Than Just Marketing

Sean WilliamsLake Communicators

April 14, 2010

Definitions

1. Integration: The act of forming, coordinating or blending into a functioning or unified whole.

2. Integrated Marketing: Strategy aimed at unifying different marketing methods such as mass marketing, one-to-one marketing, and direct marketing.

3. Integrated Communication: A comprehensive plan that evaluates the strategic roles of a variety of communication disciplines – advertising, public relations, personal selling, and sales promotion – and combines them to provide clarity, consistency, and maximum communication impact.

Definitions from Merriam-Webster online dictionary, Business Dictionary.com

Media Relations

Direct Mail

Web

Advertising The Grapevine

Employee Comms

Marketing Manager Communications

Objectives

True Integration

• Doesn’t subordinate one department to another.– Marketing is transactional – exchange for value– Sales is just one measure of success– Stakeholders may have differing objectives

Integration

• Doesn’t have to be formal• Isn’t necessarily a precursor to consolidation• Can offer significant economies of scale

CommunicatorsObjectives

Communications!

Open Communication in Crisis

• Daily conference call among all internal communication representatives (then weekly)

• Monthly expanded staff meeting including all of them in person

• Corporate Communication attendance in Retail, Private Banking and Commercial Bank communication meetings

• Reported to SVP Corp Comm with sitrep

Coordination at Goodyear

• VP-level dotted line reporting for non-North America tire businesses

• Established consistent planning process worldwide (w/VP accountability mechanism)

• Ideas shared across geographic business units• Event calendar to improve coordination • Corporate leaders visit pan-European PR

conference

Collaboration at National City

• Marketing enlists Corp Comm to work on Real Stories campaign with Retail Communications

• Corporate Comm works with other groups on materials development

• Retail Comms asks Corp Comm for help on retail investment material development

• IR, Corp Comm, Law, form cross-functional team with agency for financial release, etc.

CommunicatorsObjectives

Communications!

The Three “C’s”

• Communication

• Coordination

• Collaboration

If it’s not broken…

• Keep your focus on the desired outcome• Don’t “Build Empire”• Estimate potential cost savings correctly• Enlist, don’t preach

If it IS broken…

• Do your homework• Think of externalities • Don’t assume you’ll lead the team• Ask for help

Integration:It’s More Than Just Marketing

Sean WilliamsLake Communicators

April 14, 2010Sean@CommunicationAmmo.com

216.333.1615@CommAMMO