Using IMC to Build Brands & Solid Social Media Strategies, Google AdWords

Hello IMC Students,

Here's a synopsis of what we're up to this week.

CLASS THIS WEEK 

Since Team Suzy's client is coming in today, Monday (2/28), we will (as my e-mail to you confirms), hold another client project workshop today. If you haven't read the e-mail on what Teams Serendipity and Diaspora are doing today, please do so now. 

On Wednesday (3/2) we will have our Google AdWords discussion. (See bottom of this message for the links you must review between now and Wednesday's class).  I'll also be posting the "Ted Case" later on today, but it WON'T be due as your syllabus states (3/4), rather, I'm pushing that assignment to 3/11.
 Obviously, we need the extra time so we can focus on the Google Online challenge and any tying up any other loose ends before we forge full steam ahead with the AdWords campaign.

On Friday (3/4), I'd like you all to log-on and familiarize yourselves with the student dashboard and other such marketing tools in the Online Challenge. You'll have time to also read the "Ted Case" and to prepare your responses by that following Friday (3/11).

QUICK NOTES: USING IMC TO BUILD BRANDS  & STRENGTHEN SOCIAL MEDIA

As we've discussed previously, there's no such thing as a valid social media strategy without proper brand identity. As many of you know in working in your teams and with your three clients, you  must first have a clear understanding of what the business stands for- and overall, what the overall brand promise is.

Just as you wouldn't begin a print campaign without a clear statement and appropriate research, the same process holds true for any IMC strategy integration either in print, TV, radio or online publishing, advertising, etc. Consistent messaging between Facebook, tumblr, Twitter and the web are what your clients and their consumers expect. So, too, is understanding tone and logo usage across the spectrum of your marketing communications efforts. As visitors discover what your business has to offer, they begin to explore your online presence (web, blog, Facebook, tweets, video, etc.)  It is hoped that after this exploration, they build affinity with your product and/or services. From this you work hard to ensure that this enjoyment leads to sales and opportunity for further engagement. From there you continue to build the brand promise through quality customer service and attention to detail.

So that you can be fully prepared for Wednesday's (3/2) discussion, please take note of the links below. Kindly print out the Student Academic Guide or have it available on the computer for continuous reference throughout the Google Online Challenge.

90 sec overview of Google AdWords
Google Student Academic Guide

Please let me know any questions arise between now and then- either about the campaign, your clients or anything else that resonates and/or brings up questions.

Best,
Michelle