At mStoner, we believe:
Branding is storytelling. Storytelling is branding. And integrated marketing communications (IMC) is the process through which your stories reach your audiences.
What Is IMC?
Integrated marketing communications is a customer-centric approach to creating a unified and seamless experience for individuals when they interact with a brand. IMC attempts to meld all aspects of marketing communications so they all work together as a unified force. It is a process designed to ensure that all messaging and communications strategies are consistent across all channels and are centered on your audiences.
Let’s unpack the most important elements of this definition:
When an organization embraces and implements IMC in the true sense of the definition, everyone benefits. The experience is better for your audiences, brand perception increases, you’ll build more brand trust and loyalty, your communications efforts will be more efficient, and you’ll see a higher return on investment (ROI) for your efforts.
Sounds like exactly what you need and want to do, doesn’t it? So what stops colleges and universities from implementing an IMC approach?
Institutions are rarely wired for IMC. The four major barriers to successfully implementing IMC at colleges and universities are:
The six steps of building your brand ideal include:
Institutions need to discover — or, for many, rediscover — their core values and then find the shared space among their audiences’ values and the values that drive the institution. In that shared space exists enormous opportunity for elevating messages beyond statistics, rankings, athletic accomplishments, and other attributes that all institutions can claim.
Once the brand and core values are articulated, the IMC planning process can begin.
According to Don and Heidi Schultz in their book “IMC, the Next Generation,” the five steps in the IMC planning process are:
If you recall:
Branding is storytelling. Storytelling is branding. And integrated marketing communications (IMC) is the process through which your stories reach your audiences.
Storytelling is imperative if you want to build an enduring brand for your college or university.
If you’re ready to level up, consider mStoner’s Digital Storytelling course. You’ll learn key storytelling principles, concrete planning steps, measurement best practices, and brand-building principles to ensure storytelling is at the heart of your marketing and communications.
The temptation with IMC, as with storytelling, is to trumpet the concept without embracing and enacting the discipline. Your story — and your brand — are well worth the effort.