Integrated communication campaigns are a critical tool in the marketing toolbox that target specific audiences across a blend of paid media, earned media, and social media . They can drive sales, increase client involvement, build community, or establish and maintain brand identity. With thoughtful planning, these coordinated, persuasive messaging programs can also be deployed to solve communication problems for a brand or organization.
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Integrated communication campaigns are a critical tool in the marketing toolbox that target specific audiences across a blend of paid media, earned media, and social media . They can drive sales, increase client involvement, build community, or establish and maintain brand identity. With thoughtful planning, these coordinated, persuasive messaging programs can also be deployed to solve communication problems for a brand or organization.
Integrated communication campaigns are a critical tool in the marketing toolbox that target specific audiences across a blend of paid media, earned media, and social media . They can drive sales, increase client involvement, build community, or establish and maintain brand identity. With thoughtful planning, these coordinated, persuasive messaging programs can also be deployed to solve communication problems for a brand or organization.
In this specialization you will learn how to plan, implement, and evaluate integrated communication campaigns for your own organization or business. This is the “quick and dirty” version of communication campaign planning. You will become familiar with strategies and tools to organize advertising and public relations campaigns to communicate with target audiences about your company. You will emerge from this specialization with a communication campaign plan for your organization, including objectives, strategies, and tactics.
What's inside
Three courses
Integrated and Strategic Communication Campaigns
Integrated and Strategic Communication Campaigns
Understanding the Campaign Components
(2 hours)
Understanding the Campaign Components
(2 hours)
How to Implement and Evaluate Communication Campaigns
(5 hours)
How to Implement and Evaluate Communication Campaigns
(5 hours)Learning objectives
- Design an integrated communication campaign based on relevant research that meets the communication objectives and includes reporting and evaluation.
- Reflect on brand architecture and how the purpose of the campaign affects communication strategies.
- Understand how to implement campaign tactics according to strategy.
- Visualize and practice campaign planning in its entirety.
- Design an integrated communication campaign based on relevant research that meets the communication objectives and includes reporting and evaluation.
- Reflect on brand architecture and how the purpose of the campaign affects communication strategies.
- Understand how to implement campaign tactics according to strategy.
- Visualize and practice campaign planning in its entirety.
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