Key Benefits of Integrated Marketing :
Key Benefits of Integrated Marketing Greater collaboration & knowledge sharing
Enhanced consistency & communications
Increased productivity, decision making & speed to market
Reduced costs & operational overlap
Deeper alignment of vision, values and goals
Speaking with “one voice”
Faster feedback loop
Stronger relationship with customers / partners
Case Study: CCFA :
Case Study: CCFA Understand target audiences
Understand internal structure, roles & responsibilities
Form a powerful guiding coalition
Understand past successes & “landmines”
Develop an integrated marketing & communications mix that’s budget appropriate
Consider a phased approach
Create small wins
Promote successes & recognize all contributors
General Timeline of Integration :
General Timeline of Integration Started with PR
Conducted communications audit
Developed communications guidebook
Added 64-page quarterly magazine
General Timeline of Integration :
General Timeline of Integration Added marketing communications
Annual report
Brochures
Fact sheets
Website
Events
Chapter support & advertising to come
Results to Date :
Results to Date Double-digit growth past two years
CCFA distributes more than one million pieces of literature annually.
CCFA's Web site receives over 100,000 visitors and over 400,000 page views each month.
CCFA's membership program reaches at least 1 out of every 17 patients (vs. the Arthritis Foundation with 1 out of every 81, or the Juvenile Diabetes Research Foundation with 1 out of every 432).
CCFA has experienced a 34% increase in membership since 1996.
Nearly 37% of U.S. gastroenterologists are CCFA physician members.
82 cents of every dollar spent towards supporting mission
The American Institute of Philanthropy gave CCFA an "A" rating in its most recent watchdog report
CCFA also consistently meets the standards established by the Better Business Bureau Wise Giving Alliance.
STRATEGIES FOR CREATING AND EXECUTINGEFFECTIVE INTEGRATED MARKETING PROGRAMS :
STRATEGIES FOR CREATING AND EXECUTINGEFFECTIVE INTEGRATED MARKETING PROGRAMS Chris Faust
VP of Communications
PFS Marketwyse