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Marketing Communications Today Blog

      

About Marketing Communications Today

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, Data Marketing Communications and Digital 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.


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Design Thinking for Creative Problem Solving

Marketers are often faced with the task of being the innovation drivers for their organization, brand or clients. As the lead researchers, marketers are responsible for being experts in the industry, its key players and trends. This means when challenges arise, or changes need to be made to a brand or strategy, marketers must lead the charge.

While there are many unique approaches to problem solving, being creative with collaboration and brainstorming is key to unlocking effective insights. “Design Thinking” is a creative methodology that uses a human-centric approach to problem solving and innovation.

What are the benefits of Design Thinking?

Read Full Article: Design Thinking for Creative Problem Solving

Social Media Marketing Tips: Instagram Takeovers

This October marks 10 years since the launch of Instagram, the popular photo and video sharing platform that is now owned by Facebook. As of July 2020, the platform reports to have around one billion monthly active users, making it a key platform in social media marketing strategies for many brands and organizations. Understanding how to use Instagram, and specialized platform features such as Stories, is critical for reaching target audiences and catching consumers attention in an oversaturated social media landscape.

One creative way to utilize Instagram and the platform's Stories feature is by producing an Instagram Takeover.

Who uses Instagram?

Read Full Article: Social Media Marketing Tips: Instagram Takeovers

Pandemic Pivots

Katie Gilstrap is the founder of The Barre Boutique, a studio fitness center (recently sold to the Richmond Ballet), is a faculty member at Virginia Commonwealth University and serves as an adjunct instructor at the University of Richmond at the undergraduate, graduate and executive levels as well as at The College of William and Mary in the Online MBA program. Her teaching areas include marketing principles, marketing strategy, marketing research, services marketing, retailing and communications; and she regularly advises MBA thesis projects aimed at solving strategic dilemmas for locally headquartered companies.

In this episode of the Marketing Communications Today podcast, Katie shares insights about how the COVID-19 pandemic has permanently impacted the world of marketing.

Amy Teller: How has the marketing world in particular been impacted by the pandemic?

Read Full Article: Pandemic Pivots

Pathways to Success – Coalitions, Caucuses and Strategic Partnerships

Advocacy is best played as a team sport, and policymakers love it when there are multiple winners on a bill, regulation, project or appropriations request. Knowing this, I have learned to be open-minded regarding working with like-minded partners, strategic alliances, coalitions or caucuses to convey key messages and garner support for our causes.

There are times when one must go it alone, but my first strategy is to consider partnering with others who are interested in achieving a common goal. This path offers more resources, new and multi-faceted arguments for action and diverse relationships that can help maximize chances for success.

The alternative — and I have been there — is to have our policy or communications pitches rejected due to lack of funding, industry infighting, partisan bickering, unwillingness to collaborate or confusing, uncoordinated messaging and outreach.

Read Full Article: Pathways to Success – Coalitions, Caucuses and Strategic Partnerships

How Podcasting Took Me From Marketer to CEO

Lindsay Tjepkema is a 2016 alum of the WVU IMC master's program and has spent nearly twenty years in B2B marketing. In 2018, as the VP of Brand and Content at a global enterprise SaaS company, she launched a podcast as part of the brand's integrated marketing strategy. That podcast would not only make a big impact on the brand, but would forever change the trajectory of Lindsay's career.

In launching that podcast, Lindsay saw both a shocking gap in the market and a massive opportunity for brands, which led her to start a software company, Casted, that would empower marketers to harness podcasts - and the conversations within them - as foundational parts of their integrated marketing strategies.

In this podcast, Lindsay will talk about the transition from marketing leader to CEO of a venture-backed tech company. She'll also dig into the important role podcasts play in the next generation of brand strategy.

Read Full Article: How Podcasting Took Me From Marketer to CEO

Meet the WVU Marketing Communications Class of Fall 2020

Each semester the WVU Marketing Communications program is excited to welcome a new group of individuals into the MCNetwork. The WVU Marketing Communications graduate student population consistently varies in their levels of experience and expertise, with some just completing their undergraduate studies to those holding senior-leadership positions at the worlds most elite agencies and brands. Each students brings unique style and perspective to the program.

Meet some of the students who will be joining the WVU Marketing Communications Network in the early fall semester:

M.S. Integrated Marketing Communications Specialization in Public Relations Leadership

Read Full Article: Meet the WVU Marketing Communications Class of Fall 2020

Event Planning During the Current Health Crisis

Due to the current global health crisis and concerns around the spread of COVID-19, events, both large and small have been canceled across the United States. Where does the industry go from here? How has event planning changed and adapted? In this podcast, Deidre West, director of special events and celebrity relations at the Children’s Health Fund, will discuss her experience navigating this new reality.


Michael Lynch: Could you tell us a little bit about Children's Health Fund and your role?

Read Full Article: Event Planning During the Current Health Crisis

Instagram Reels: What Marketing Communications Professionals Need to Know

With security concerns about the popular short-form video application TikTok trending, the Facebook owned social platform Instagram has created a new short-form video feature called “Instagram Reels.” The feature was released in the U.S. last week and could potential become the “new TikTok” with government officials questioning banning TikTok unless it is acquired by a U.S. based company.

Here is what you need to know about the new feature:

What is an Instagram Reel?

Read Full Article: Instagram Reels: What Marketing Communications Professionals Need to Know

COVID Kick-Off: Hyping Virtual Fans

The suspension of sports has disappointed fans all over the world. As the sporting industry looks to relaunch games, how do the marketing pros keep their fans hyped in a potentially virtual realm? Join special guests Kelsey Berg, Manager, Digital Media Content Creation for NHL and Matthew Perl, Director of Marketing & Broadcasting for the Oakland Athletics to learn about the marketing strategies around a COVID impacted sports industry.

How has COVID-19 impacted sports marketing tactics:

How do you engage fans who aren’t in the stands?

Read Full Article: COVID Kick-Off: Hyping Virtual Fans

Alumni Feature: Careers in Marketing Communications

Marketing communications spans across all industries, meaning there are a vast number of career opportunities for those with expertise in the field. With so many options, it can be difficult to choose what type of position is the best fit for an individual job seeker. Learn from some of the WVU Marketing Communications alumni the functions of their career and how their graduate degree support their professional development.

M.S. Integrated Marketing Communications

Public Relations Manager, K9s For Warriors

Read Full Article: Alumni Feature: Careers in Marketing Communications