Integrated Marketing Communications

Business dynamics in the fast-emerging digital environment has made corporates to keep changing business strategies, while at the same time aiming at Return on Investment (RoI) and Value for Money (VfM). This applies across board whether the funding is from development partners or from trading of goods or services. Approaches have varied from Business to Customer(B2C) or Business to Business (B2B). In the NGO sector, this can be translated as engagement with the community or development partners or with other development players that include the government. Messaging therefore has to be crisp, coordinated and consistent.

The packaging of content therefore has to be well planned, effectively delivered and planned. This applies in campaigns be it at health communications, mitigation of the shocks that come with civil strife, natural disasters like floods. A new paradigm, the 360 degree frame has emerged where information has to be shared through a complimentary approach where TV and Radio compliment the placement of content on social media and vice versa, with experiential media spices the desired message. Community media like folk messages, play a key role when a campaign has to be owned by the communities and therefore inculcates the spirit of ownership that assures project sustainability.

Messages that will run on TV and Radio must be pre-tested with the intended audience, the targeted community who will also interact with the change agent through social media and other forms of engagement like public hall meetings. Campaigns accorded Integrated Marketing Communications will thrive long. Integration makes it cost effective.

It is an apt approach in longitudinal studies, thus ensuring the change agent of sustained monitoring of impact.

• Development and execution of campaigns
• Market surveys
• Brand awareness
• Product launches
• Customer satisfaction surveys