“Everything I Really Need to Know About Life & Work, I Learned Playing Softball, Exploring Alice in Wonderland, and Feasting on the Film Fantasia”.
Integrated Marketing Communications or IMC for short, demands thinking strategically across a broad spectrum of communication areas and this requires a core competence in marketing communications. IMC provides a strategic method for both establishing and maintaining relationships with stakeholders over time. IMC is a process that involves strategic message coordination across departments, units, functions, up, down, and across all areas of an organization including the C-Suite. In short, IMC requires the adoption that THE WHOLE IS GREATER THAN THE SUM OF ITS PARTS. There are three key components to the IMC model: Message Consistency, Interactivity, and Mission Marketing. But how? Below you’ll find a visualization of the process I led along with our leadership team, to implement the IMC way to transform the internal culture at the Arlington Heights Park District.
“If we don’t know where we are going, then it doesn’t matter which road we take. But, we may lose audience/customers taking the wrong path.” — inspired by the Chesire Cat
In 2011, we took a collaborative approach to defining how we wanted to position the Arlington Heights Park District in the minds of the community and its competitors. We worked with staff across all levels to developed a shared vision of how we were going to proactively position our brand personality in the minds of residents. Click through to read a few chapters of our AHPD In Wonderland game plan.