Creating successful integratedmarketing communicationscampaigns by planning for them7 CPD hoursCoursecode1233Level AdvancedDuration1 dayVenues and datesLondon201126October 201218January 06June12SeptemberPrice£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated coursesßManaging MarketingCommunications (p71)ßMarketingCommunicationsMasterclass (p71)Moredatesandtobookonlinewww.cim.co.uk/1233Overview This course will help you plan integrated marketingcommunications that deliver. It will show you howa well thought-through communications plan,which demonstrates how all the tools, techniquesand media will work together, will ensure yourresources are used effectively and efficiently.Benefits to you and your company You will think about the communicationsenvironment you operate in and the research andanalysis you need to plan effectively. You willpractice setting objectives that give your plandirection and review a six-stage plan framework.You will refresh your thinking on a range ofcommunications tools, techniques and media.Organisations will benefit from having a teammember who has a firm understanding of theimportance of setting objectives, the strengthsand weaknesses of a range of communicationstools, techniques and media and how these canwork together to best advantage.Who this course is forYou may have specialised in one communicationsdiscipline and now need to take an overview.Perhaps you have moved to a managerial roleand now need to create your first plan, or maybeyou have been planning communications forsome time and simply want to reflect on yourapproach and gain some new ideas.What you will learn ßUnderstand why fragmentation of thecommunications industry requires anintegrated approach to communicationsplanning.ßUse a simple, six-stage approach to planning.ßSet organisational (business), marketing andcommunications objectives that work togetherand can be measured.ßAdopt an approach to thinking about how youraudiences perceive value and how this can beused to shape your value proposition.ßUse your value proposition to determinepositioning and messaging.ßSelect communications tools and media basedon their merits, your objectives and yourconstraints (such as budget).ßMeasure the performance of yourcommunications using return on investmentand customer lifetime value.Learning approachßMix of presentation and interactive, group-based activities.ßDelegates will work their way through theplanning process using a real-life case study.ßA clear plan structure and templates will beprovided for each activity to aid learning.ßThe structure and templates can be adaptedand used as part of a planning framework inthe delegates' own organisations.Writing an Integrated Marketing Communications Plan70Training bookings and advice +44 (0)1628 427200An in-depth exploration ofpublic relations 21 CPD hoursCoursecode0072Level AdvancedDuration3 days Venues and datesLondon201216-18MayMoor Hall, Berkshire201107-09September201222-24February12-14SeptemberManchester201115-17NovemberResidentialPrice£1,975+ VATCIM Member price£1,777+ VATWhat's includedTuition, course materialsand full boardaccommodationNon-residentialPrice£1,775+ VATCIM Member price£1,597+ VATWhat's includedTuition, course materials,lunch and refreshmentsMoredatesandtobookonlinewww.cim.co.uk/0072Overview Participants will learn about every facet of PR onthis practical three day course, from creating aplan, dealing with the media and writing greatcopy to using PR agencies and evaluating activity.Benefits to you and your company You will gain greater confidence to run a pressoffice, present the PR function to seniormanagement and deal with the media. Thiscourse will enhance your ability to plan PRcampaigns strategically, always with theorganisational objectives in mind.Your organisation will have a more strategic,integrated view of PR. It will benefit from a greaterawareness of the current forces and trends in thePR arena, and from a realistic understanding ofwhat PR can and cannot achieve.Who this course is for Those with a new or developing presence in a PR role, perhaps with an existing knowledge ofmarketing. Those who might wish to move intoPR and those who feel in need of a refresher inthe profession. What you will learn ßCreate a PR plan for your organisation.ßUnderstand how the media works and howbest to work with them.ßUnderstand how PR fits into the overallorganisational structure.ßPrepare for and deliver a professional mediainterview.ßCreate a crisis management plan.ßWrite proficient copy for the media.ßEffectively evaluate your campaigns.ßAppreciate the challenges and opportunities ina successful PR career.ßGet the best from your PR agencies.Learning approachßInteractive approach to learning, full ofbreakout exercises and examples.ßTailored to delegates' individual businesschallenges and scenarios.ßCritique of real life press releases andcollateral. ßCase studies of successful PR campaigns.SuccessfulPublic RelationsMarketing CommunicationsResidential option
Make your marketing communicationsproduce better resultsOverview Most organisations waste money on marketingcommunications because their activities arefragmented and their messages are irrelevant. Effective marketing communications requires aclear understanding of objectives, carefulplanning, co-ordination of the rightcommunications tools, development of themessages, a strategic and tactical approach andmeasurement of results. This course shows youhow to manage those factors. Benefits to you and your company You will improve your ability to managecommunications tactically and strategically, andimprove the return on your expenditure. Yourprofile amongst colleagues and senior managerswill be enhanced along with an understanding ofhow to integrate communications within themarketing mix. This course will enable you to structure, integrateand manage communications so that yourcompany can achieve its marketing objectives.This in turn will allow you to compete successfullyagainst companies with bigger budgets. It willalso allow you to test and measure results so thatyou can avoid wasteful spending and developcampaigns that are cost effective. Who this course is forThis course is for marketing/communicationsmanagers and executives aspiring to amanagement role. It is also for others whobelieve that their marketing communications areinsufficiently structured and co-ordinated.What you will learn ßUse marketing communications strategicallyand tactically.ßCreate meaningful objectives.ßIdentify key issues in marketingcommunications.ßTarget communications accurately.ßUse the correct mix of promotional tools toachieve objectives.ßCo-ordinate communication activities bothinternally and externally.ßDevelop and deliver the right messages.ßWin the support and co-operation of salesteams.ßConstruct a marketing communications planand budget.ßMeasure the effectiveness of the marketingcommunications.ßSelect, brief and evaluate agencies.Learning approachThe course will be delivered using formalpresentations, discussions, practical exercisesand case studies. Delegates will have theopportunity to ask questions at any point duringthe course.Managing MarketingCommunicationsBook onlinewww.cim.co.uk 71Marketing Communications21 CPD hoursCoursecode0020Level AdvancedDuration3 daysVenues and datesMoor Hall, Berkshire201107-09November201208-10February06-08JuneManchester201218-20SeptemberResidentialPrice£1,975+ VATCIM Member price£1,777+ VATWhat's includedTuition, course materialsand full boardaccommodationNon-residentialPrice£1,775+ VATCIM Member price£1,597+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated courseßMarketingCommunicationsMasterclass (p71)Moredatesandtobookonlinewww.cim.co.uk/0020Creating cut-through strategiccommunicationsMarketing CommunicationsResidential optionMasterclassResidential optionOverview This fast-paced masterclass helps you plan,create, assess and manage communicationstrategies. Particular attention is given to thestrategic and executional imperatives that areessential for great communications, in addition tocreating and assessing creative work usingmixed and new media.Benefits to you and your company This in-depth programme provides both skillsand experience in devising high levelcommunications strategies and creating andassessing creative ideas and messages. It willequip you with the confidence and 'best practice'tools to plan, create and evaluate strategiccampaigns for your brand, product ororganisation. It also provides practical guidelinesfor setting budgets and managing internalaudiences and agencies. Effective customer communications can have amassive impact on a product or organisation'sbrand image, presence, reputation, market shareand ability to command a premium. As customercommunications are invariably high cost,managing the strategic communications processwell can have a significant positive effect onprofitability. It can also influence the attitudes andbehaviour of colleagues and shareholders andenhance your own personal worth. Who this course is forAs a masterclass, this course is designed fordelegates with several years of managementexperience. Specifically those responsible forplanning and managing marketingcommunication strategies for products, servicesor organisations.What you will learn Skills and 'best practice' tools to create anddefine a communication strategy and thendevise communications that will cut-through andpersuade. Specifically how to:ßConstruct a communications strategy and plan.ßEstablish budgets and targets.ßDesign appropriate messages.ßAssess communications ideas.ßSelect appropriate media options.ßManage the communications process fromdevelopment to implementation.ßManage internal stakeholders, agencies andacross media.Learning approachßHighly interactive and participative course.ßA variety of individual, paired and groupexercises which enable delegates to discoverand learn by doing.ßReal life based exercises to help youunderstand key strategic communicationprinciples, what really works and gainexperience using powerful thinking andcreative communication tools.14 CPD hoursCoursecode0061Level MasterclassDuration2 daysVenues and datesMoor Hall, Berkshire201115-16September201202-03February03-04May22-23AugustResidentialPrice£1,815+ VATCIM Member price£1,633+ VATWhat's includedTuition, course materialsand full boardaccommodationNon-residentialPrice£1,715+ VATCIM Member price£1,543+ VATWhat's includedTuition, course materials,lunch and refreshmentsMoredatesandtobookonlinewww.cim.co.uk/0061Guy TomlinsonGuy is a brand marketingand communicationsexpert who has led awide range of brand,marketing and strategyprojects for world leadingbrands in consumergoods, media and B2Bmarkets. He has heldmarketing director andbusiness planningmanager positions atcompanies includingBoots, Procter andGamble andPricewaterhouseCoopersbefore founding his owncompany in 2005. He isco-author of the highlyacclaimed book, TheMarketing Director'sHandbook.