How do you manage and coordinate your IMC plan with internal and external stakeholders?

An integrated marketing communications (IMC) plan is a strategic approach to deliver a consistent and relevant message to your target audience across different channels and platforms. But how do you manage and coordinate your IMC plan with internal and external stakeholders? Here are some tips to help you align your goals, expectations, and roles with your team, partners, and customers.

1 Define your objectives and KPIs

Before you launch your IMC plan, you need to have a clear vision of what you want to achieve and how you will measure your success. Your objectives and key performance indicators (KPIs) should be SMART: specific, measurable, achievable, relevant, and time-bound. They should also align with your overall business goals and marketing strategy. Communicate your objectives and KPIs to your internal and external stakeholders, and make sure they understand how they contribute to the plan and what they are accountable for.

Add your perspective

Sarah Turner

HubSpot specialist 🫶 CX and Customer First 📊 Data nosey parker 📈 Data led decision maker 🏃♀️ Agile working and leadership
Report contribution
In my experience, OKRs can work a treat as long as they're headlined right from the start. Each OKR has to be obvious and easy to consume. And repeat repeat repeat so that everyone heads in the same direction. They also connect high level thinking to the details

Like

2 Map your customer journey and communication touchpoints

Your IMC plan should be customer-centric, meaning that you should understand your target audience's needs, preferences, and behaviors at each stage of their buying journey. You should also identify the communication touchpoints where you can interact with them and deliver your message effectively. A customer journey map is a useful tool to visualize and analyze your customer's experience and expectations from awareness to loyalty. Share your customer journey map with your stakeholders, and explain how your IMC plan will address the gaps and opportunities along the way.

Add your perspective

Tom Claridge

Head Of Strategy, U - Studio
(edited)
Report contribution
Ideally this process of better understanding the customer should begin before you even set objectives and KPIs! Without that, you may be in danger of setting unrealistic objectives, or failing to understand the real opportunity.

Like

3 Choose your channels and tactics

Based on your objectives, KPIs, and customer journey map, you should select the most appropriate channels and tactics to execute your IMC plan. You may use a mix of online and offline channels, such as social media, email, website, blog, video, podcast, print, TV, radio, events, etc. You should also consider the budget, resources, and timeline available for each channel and tactic. Coordinate with your stakeholders, especially your external partners, such as agencies, media outlets, influencers, etc., to ensure that they understand your channel strategy and guidelines.

Add your perspective

Dustin York, Ed.D.

Communication & Innovation Strategist | Keynote Speaker | Associate Professor | Harvard Business Review Contributor | STL Business Journal 40 Under 40
Report contribution
In addition to careful channel and tactic coordination, it's essential to remain adaptable and open to experimenting. Continuous monitoring and analysis of your IMC efforts, coupled with a willingness to pivot when necessary is essential. As Mike Tyson said, "Everyone has a plan until they get punched in the mouth"

Like

4 Create and distribute your content

Content is the core of your IMC plan, as it conveys your message and value proposition to your target audience. You should create content that is relevant, engaging, and consistent across your channels and tactics. You should also follow the best practices and standards for each channel and format, such as SEO, copywriting, design, etc. Distribute your content according to your channel strategy and schedule, and monitor its performance and feedback. Collaborate with your stakeholders, especially your internal team, such as content writers, designers, developers, etc., to ensure that they produce and deliver high-quality content.

Add your perspective

5 Evaluate and optimize your IMC plan

Your IMC plan is not a one-time project, but an ongoing process that requires constant evaluation and optimization. You should track and analyze your KPIs and metrics, such as reach, engagement, conversion, retention, etc., to measure the effectiveness and impact of your IMC plan. You should also collect and use feedback from your stakeholders and customers, such as surveys, reviews, comments, etc., to identify the strengths and weaknesses of your IMC plan. Based on your findings, you should make adjustments and improvements to your IMC plan to achieve better results and outcomes.

Add your perspective

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

Add your perspective

Load more contributions

Integrated Marketing Communications Planning

How do you manage and coordinate your IMC plan with internal and external stakeholders?

1

2

3

4

5

6

1 Define your objectives and KPIs

2 Map your customer journey and communication touchpoints

3 Choose your channels and tactics

4 Create and distribute your content

5 Evaluate and optimize your IMC plan

6 Here’s what else to consider

Integrated Marketing Communications Planning

Rate this article

Thanks for your feedback

More articles on Integrated Marketing Communications Planning

More relevant reading