Using an IMC Master’s Degree to Create Company Messaging

Creating a Unified Message Across Marketing Platforms

Christopher McCann, President at 1-800 Flowers.com, talks about the role of IMC in promotional campaigns for 1-800 Flowers.com.

At 1-800 Flowers, the objective of all marketing campaigns is to be integrated. Every marketing campaign is run making sure it is completely integrated across every customer touch point. For example, this past Valentine’s Day the main marketing message was “Wow her, don’t settle for less.”  Everything within this IMC marketing campaign contained the same “Wow” messaging, including the display advertising, showing product lines, email campaigns, direct messaging, etc. In the public relations department, there was a concentration on getting that messaging out there including working with celebrity football players at the Super Bowl. This was followed up with making sure that the small, unified message was delivered to the call centers. Call Center agents recommended the “Wow her this Valentines Day” campaign for customers looking for suggestions.

IMC marketing tactics are about taking an idea or marketing message and tweaking it to manifest a unified message in each marketing channel. At Marist College, IMC Master’s degree students are equipped with the knowledge to take an idea and create a unified message across the broad spectrum of marketing touch points in today’s advertising world.

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