Marketing Communications Today is a resource for marketing communications
professionals filled with industry research, marketing trends, and career
information about integrated marketing and data-driven communications.
Fueled by the academic innovation coming out of WVU’s own Integrated Marketing
Communications and Data Marketing Communications programs, these articles
will provide both aspiring learners and seasoned marketing professionals
with better insights into what’s now and what’s next in marketing and communications.
As the holiday season draws near, Pinterest may be the first thought of many moms and millennials looking to "pin" recipes for family parties and catch up on the latest fall fashions. But what about your brand? How are you using Pinterest? Are you using it at all?
In a small organization, communications and marketing might be the same person
or team. As a company grows, marketing and advertising might reside under one leader,
while communications reside under another leader. Communications might prioritize
public policy, issue management, earned media and brand reputation. Marketing and
advertising might be focused on brand awareness, sales revenue, customer relationship
management, and conquest sales. How do you stay integrated when you’re matrixed
differently and reside in different locations?
Whitney Drake, Senior Manager of GM Brand & Story Bureau at General Motors,
joins us to answer these questions.
Nathan Pieratt: How do you stay integrated when you’re matrixed differently
and reside in those different locations?
Whitney Drake: Communications is a huge part of it. Such as asking questions,
making sure you have the right people at the table, and understanding what everyone
does, versus assuming you know what other people do.
I had the good fortune to be part of a client-agency team that announced last week
the design of a new “Salute Our Veterans” potato chip bag that, once on the store
shelves and available online, will help boost the global efforts of the
United Service Organizations (USO).
So, I had been thinking about going back to graduate school for a while and couldn't
really find the perfect fit and then, after speaking with some co-workers that
had already completed the program and also doing a little bit of research on my
own, I found the integrated marketing communications program. I looked into the
coursework and found that it looked like it was going to be the perfect fit for
me and where I was with my career so I was really excited about that.
I think all of it, the curriculum especially. I really enjoy the fact that the faculty
are all over the United States, so they have a lot of hands-on information to give
you and a lot of practical approaches. They're very much on top of their game and
the coursework is very up-to-date and very relevant. It has a heavy focus in creativity,
which is the side of marketing that I'm very interested in and that I that I use
in my job every day.
The Creative Brief is the blueprint of a marketing communications effort. It provides
guidance and vision for all the disciplines required to construct a successful
integrated campaign—Research, Strategy, Account Management, Creative, Media, Production,
PR, Social, Search, and Experiential. Unfortunately, most briefs are poorly crafted,
overly long and often ignored. An effective brief, by contrast, inspires collaborative
excellence among all involved in the process. In an era when brands bring together
multiple agencies to execute an integrated campaign, clear and effective Creative
Briefs are more important than ever.
Jim Copacino, the co-founder and chief creative officer of
Copacino+Fujikado, joined us on our
Marketing Communications Today podcast
to share how to write creative briefs effectively and why it is important.
What is a creative brief?
Jim Copacino: I think every marketing communications team, in agencies
or on the client-side, has some form of creative brief. It’s a document that serves
as a blueprint for a communications effort. In essence, it outlines the communications
objective, the target audience, and it gives us a point of view about the content
and tone of the message. So it's really a starting point for a campaign or for
a marketing program.
It was a dark and stormy night. IMC discussion posts had been written, replies
completed early, and thoughts of assignments due on Monday were being put on hold
for the evening. Students gathered dressed in their best costumes to celebrate
the only day of the year scarier than the capstone project deadline – Halloween.
At this party, you can tell just by the costume what each student is studying. Because
just like Halloween garb, a student’s Area of Emphasis is a reflection of their
interests and personalities.
Empowering brands and inspiring people to think differently – this is how Mary Prevost has approached her 16 years of work in the public relations industry. Nurturing meaningful relationships is key to Prevost’s success – from internal executives and colleagues to external target audiences and media. Prevost’s vast experience spans both agency and client-side work and she’s helped clients of all sizes, from Fortune 500 companies to startups and non-profits.
Her specialties include both B2B and B2C strategic communication, content marketing, media relations, writing, social media planning and execution, crisis communication, brand development, event planning, and internal communications/team building.
When people ask about me about myself, one thing I always mention is that I love
I love to see new places, meet new people, and take a ridiculous number of pictures.
In the past week, I traveled to South Beach, Miami, Florida and stayed in a hostel
with eight of my best friends
— picture eight girls in a room packed with bunk beds.
Here at West Virginia University's Reed College of Media, our online graduate students have always proven to be high-achieving, however, some of our students truly do go above and beyond: MeetKaitlin Ingram.
Kaitlin is a Marketing Manager at SC Johnson in Charlotte, North Carolina. As a 2013 graduate of the Integrated Marketing Communications (IMC) master’s program, Kaitlin had already obtained a strong skill set in creating IMC campaigns. But she wanted to take a deeper dive into the data behind marketing campaigns and decided to enroll in the Data Marketing Communications (DMC) graduate program this year.