Don’t Buy This Jacket

Hello from the great IMC beyond. I’ve regained the 15-30 hours of my life each week that were devoted to IMC for most of 2010 and 2011, yet somehow 2012 feels just as busy. My job search continues, even as I’ve been lucky to pick up some contract work and consulting gigs to stay busy, earn a little money, and keep my skills fresh.

Networking is a critical part of any job search today and so I decided to get involved with PSAMA, the local Seattle chapter of the American Marketing Association. My membership materials arrived this week, including my first copy of Marketing News magazine. I flipped through the issue over dinner and, frankly, expected it to be just another trade publication — nothing special. And then, this image stopped me cold:

You may have seen or heard about this ad back around Black Friday. I was too busy with Campaigns to notice much of anything in the outside world at the time, so I’m glad I found this interview with Rob BonDurant (pdf) of Patagonia. BonDurant seems to have a bit of a disdain for the M in IMC, but it’s still safe to say that the lessons from this ad — which ran just one time in just one newspaper — have implications for PR, direct marketing, cause marketing, storytelling, and probably a few other areas of IMC.

Click on the image and the article link, then let me know: Had you already heard about this ad? Do you think it’s possible for a retailer to convincingly encourage reduced consumption of its products?

IMC versus MBA?

A few weeks back I was asked the question “How does the IMC compare to an MBA program and which one do you think is better?” So I thought I would share my response to those out there that still may be evaluating which masters level program is right for them.

MBA programs

MBA programs will give you a broad understanding of all areas of business. They tend to have a heavy focus in accounting and finance with just a few high level overview courses in marketing. If you plan on going into a general business career and plan on being in the administration, accounting or finance areas – then an MBA is likely right for you. However, if you plan on focusing in marketing, an MBA will leave you short. As one person indicated “I have an MBA and while that gives me the ability to think through business processes and strategy, it didn’t make me a great marketer.“

Integrated Marketing Communications (IMC)

IMC is completely focused on marketing. You will have a well-rounded degree that covers every aspect of marketing, including all of the traditional marketing approaches (PR, direct marketing, promotions, media analysis, market research etc) as well as all emerging media (mobile marketing, social media marketing, web metrics/seo etc). You will also be able to get specific in the areas of marketing that you would like to specialize or create focus in (health care marketing, sports marketing, cause marketing, multicultural marketing). For those that are really interested in the creative side, you can even choose courses in creative concepts, storytelling, interactive media, and visual information design.

You have the ability to really strengthen your competitiveness for your career goals. You will be competitive and stand out against MBAs that are applying for a marketing position. 

So why the IMC program at West Virginia University?

There are certainly not as many IMC programs to choose from as there are MBA programs. So here are a few things that I think make the IMC program at WVU strong:

• The program is constantly progressing to include new courses as the field changes and grows. Political marketing, internal brand communications and entrepreneurship are just a few of the new courses being added at the time of this post.
• The professors bring real-life experience. These professors are not stuck in the classroom teaching only textbook material. While we all understand the importance of basic concepts that are taught in textbooks, they can’t compare to the real life situations that occur only on the job. The grounded concepts provided by the textbooks coupled with the experience of years in the field (of some pretty stellar brand names) is something you won’t find everywhere.
• The flexibility. Life is busy, we are all juggling multiple things between families, jobs and courses. The ability to take a masters program online and fit it into your own schedule is a huge advantage. This program also has a lot of dialogue with classmates and professors on a weekly basis giving you the same interactions that you would have in the classroom setting.
• Credibility. Seeing that this program was offered from an accredited university and not just an online program was important to me. I wanted to know that my Masters Degree would always be viewed as an advantage and did not come from an online program that ceased to exist some day.

So there you have it – why I think the IMC is a far stronger program than an MBA for those looking to focus on a marketing career.

Almost There!

The Late Spring term is about to begin, and that has me thinking about where I’ll be next year at this time: preparing for IMC 636, my final course in the IMC Master’s program. That’s right – a little over one year until I have a WVU diploma to hang up next to my Bachelor’s Degree from Walsh University.

Truly, the time has flown by, but when I think about where I was in 2010, when I started the program, it seems like such a long time ago. After all, I was juggling two part-time marketing jobs, living at home, and dreaming of a day where I’d be working one full-time job.

I’ve come a long way since then, and that’s directly related to the IMC Program. The fact that I am working toward a Master’s Degree no doubt helped me find my current full-time endeavor. The added confidence, new friends, and unbeatable connections have changed my life as well.

Of course, in one year, as I’m working toward finishing my final class, I’ll be looking back to 2012 thinking how much I’ve learned in the past year.

You Are Really an Expert

When you position yourself as an expert with useful information for people, your marketplace will always have a need for that information. You have successfully pulled people into your funnel, you have their attention, and now you need to do something great for them.

Are we really an expert? As students of new media and individuals passionate about all things related to marketing and communication, can we really call ourselves an expert? Do we have our own clout that increases our value?

The answer is a resounding, “Yes!”

You are an expert. Yes you…reading this blog post.

Why? You might ask?

Because of the simple fact that you are interested in a particular niche and have amassed the necessary know-how and skills to share what you love whatever that might be. In his clever and value-filled book UnMarketing: Stop Marketing. Start Engaging, Scott Stratten offers us some good advice in regards to being an expert.

You may not be the expert in the field, but you can certainly be an expert.

What is stopping you from calling yourself one of the experts in your field? Being an expert is not an official designation. You don’t get a certificate in the mail, nor do you get a cookie. You are an expert when you say you are one.

That’s it! All it takes is a simple affirmation and recognition that you have a particular set of skills and knowledge that bring value to others. In our case, this takes the form of social media know-how or the ability to create masterful pieces of content on the subject of integrated marketing communications.

Go ahead, don’t be afraid to call yourself an expert.

Direct Marketing…it’s everywhere!

I’m in Week 7 of Direct Marketing and for the past seven weeks, I have paid more attention to my “junk” mail than I ever thought possible. Pieces that I would have typically thrown away, I’m reading word for word, and I’m thankful for it (I’m sure the senders are, too!).

At work, I had a hand in a big direct mail piece we sent promoting Camp Invention, so the class truly coincided with a project for work which increased my appreciation for the IMC Program.

I’m also a big fan of Celebrity Apprentice, which premiered this past weekend. If you’ve seen the show before, you know that the premise features celebrities participating in fundraising and/or direct selling tasks. This weekend’s episode was quite interesting and filled with business strategies and marketing. 

Before entering the Direct Marketing virtual classroom, I didn’t think I knew much about the subject. Turns out, everywhere I look, whether it be my mailbox, my to-do list at work, or one of my favorite reality shows, direct marketing is everywhere!

Feedback and Evaluation

I’ve worked for West Virginia University Printing Services for almost ten years and last year was the first time I’ve ever participated in an employee evaluation. Based on my co-workers reactions you’d have thought they were conducting inquisitions.

I was in the minority as I was actually looking forward to an evaluation after nine years on the job. I wanted to know how I was doing. I actually wanted to receive feedback on what I was doing right and what I needed to improve upon. I know the biggest difference between myself and some of my co-workers is that I want to improve while they’re just happy to be “left alone” to “do their jobs”. I appreciate constructive criticism, especially as it relates to my IMC coursework.

One of the most frustrating things I experienced during my undergrad years was to receive grades on classwork without any explanation of what I did well and what I needed to work on. I’m currently taking IMC 616 Direct Marketing and the feedback in this course, as well as my previous five classes, has been invaluable for understanding, evaluating and improving my work. So I wonder, if I find feedback useful for improving my work wouldn’t my professors appreciate some feedback in order to improve theirs?

At the end of each course every IMC student is provided with the means to provide feedback regarding the course they are currently taking. These evaluations give the IMC staff and professors the information they need to adapt, modify and improve the educational experience for future students. Sadly, many students do not take the time to complete these evaluations.

Do yourself, your professor and future IMC students a favor by completing the course evaluations at the end of this nine weeks as well as your future classes. Your honest evaluation will be greatly appreciated.

If you are a current or former IMC student do/did you complete the course evaluations for your IMC classes? If not, why?

Inspiring Times for Design and Communications

“The internet, at this time in history, is the greatest client assignment of all time. It’s offering you a blank check and asking you to come up with something fascinating and useful that it can embrace en masse, to the benefit of everyone” (Koczon, 2012)

Design and Communications are the tools of the modern day farmer. We have the potential to plant seeds of prosperity, impact, and progress or the seeds of complacency, distraction, and destruction.

We are enabled as communicators and powered by design to deliver good. The internet is a platform and not the panacea that some make it out to be. One aspect of the digital landscape that is garnering immense attention is the proliferation of apps.

Take Instagram: it’s one of the most popular services on the “web” and the entire experience is controlled not by some HTML pages, but rather by an iPhone app. Twitter and Facebook are just as popular—if not more so—via native apps for various platforms (iOS, Android, Mac, Windows, etc.) than they are on the browser-based web. As “web designers,” we have to start realizing that our job is no longer solely to produce sites, apps, and pages built in HTML, CSS, and JavaScript. We have to expand our definition of what the “web” is. More and more, the “web” is not a platform. It’s a service with clients on many platforms. Wired Magazine called it the “death” of the web. I call it an evolution. (Croft, 2011)

“Clients on many platforms” sure sounds like integrated marketing communications.

Those who specialize in bringing orchestration to chaos in customer touch points will enhance experiences and drive meaningful interactions. We as consumers make this a difficult task with our constant motion and desire for that which is fresh, creative, and inspiring.

We can call it the “spring” semester if you’d like…

It’s ironic that we’re in the Spring semester, yet, where I live in Ohio just got pounded with 4+ inches of snow this past weekend. The snow allowed me to prepare for Week 3 a little earlier than usual and do some well-deserved relaxing. I’m currently in my last core class, Direct Marketing, and have experienced some of the best discussion board posts I’ve seen since starting the program in May 2010! It is fun to be in a class where a large majority of the names are ones I’ve seen at least once before in a previous course.

The fact that we’re in the Spring semester also has me looking forward to actual spring season which will (hopefully) be here before we know it.

Behind all that snow are my favorite outdoor tennis courts. In just a few months, the snow will be gone and I'll be able to enjoy them once again!

When the weather is bad, are you encouraged or discouraged to get a jump ahead on your schoolwork?

The last assignment

It was a nice feeling this week to ignore the fact that IMC classes have started up again…because I’m done! Yes, I finished the Campaigns class at approximately 4:52 a.m. on Christmas Eve and received word yesterday that my diploma is in the mail. As good as that feels, I’ve had one last assignment hanging over my head and it’s one that I gave to myself: a promise to follow-up to my July blog post about mobile marketing. I’m well aware that I’m the only person in the world who remembered that I was supposed to do this, but what can I say? I’m a man of my word. Here goes:

from CNET

The march towards mobile continues unabated. The number of smartphone users has increased more than 8 percent since my last post, with 1.5 million new devices activated every day during December and almost 7 million more on Christmas Day. I think it’s safe to say that well over 100 million people in the US now have smartphones. So, what does this mean for marketers?

Back in July, one of my commenters pointed out that mobile has raised consumer expectations for convenience and simplicity. I agreed with her at the time and do so even more now. My experience in IMC 629 – Mobile Marketing convinced me that this is the case and my beliefs have been reinforced now that I’m working as a contractor for a start-up that actually makes mobile survey and audience response software. Consumers take for granted that online services will appear in a mobile-friendly format — either in an app or a mobile browser — and will quickly abandon your service if it doesn’t function as promised.

Another reader commented that marketers must put their best foot forward (my words) and provide an effective, condensed version of their brand and/or messaging for the mobile audience. This is an area where I believe that we still have a ways to go as IMC practitioners. QR codes seem to be everywhere, for example, even though less than 10 percent of consumers are scanning them.

But, I was so busy finishing up the IMC program this holiday season that I probably missed some good mobile campaigns (I started my Christmas shopping on the afternoon of Dec. 24). Please leave a comment if you’ve come across a mobile campaign or marketing app that caught your attention in the past few months.

With that, I can now say that I’ve fully completed everything I set out to do in the IMC program. Phew! I am looking forward to staying on as a blogger and student ambassador for a few more months, though, so I’ll see you all back here again soon.

Cutting Edge of Communications

First, a little about me. Now this is not something that comes easy. As a new media connoisseur, talking about myself lies within the realm of shameless promotion but here goes nothing. I believe it’s a hidden rule somewhere to avoid using “I” when engaging in the development of audience centered content. But please humor me while I break all the rules or at least a few.

I recently was invited to become a WVU IMC Blog Ambassador which I am truly excited about. It’s an opportunity for me to practice my content writing skills and share my experience in what is a cutting edge program at West Virginia. (By the way…wasn’t that an awesome bowl game blowout!)

I recently graduated from the University of Phoenix with a Bachelor’s in Communication and am working on starting my own strategic brand consulting agency (HUB 81) aimed at helping clients share their story with the world through IMC. This program gives me the tools and validation to take such an entrepreneurial leap. Being able to attend a school on the East Coast while residing in California is cutting edge in itself but let’s talk about the real reason I’ve reached this point in my professional and educational endeavors.

Consumer touch points are fragmented. Individuals and organizations are tasked with the unique challenge of communicating with people in a variety of settings from mobile phones and printed materials to broadcast radio and digital websites. Everyone has a story to tell. The difficult aspect of communications is choosing the correct channel through which to share your story. The medium might be the message but these days it can be difficult to decide on the best form of audience interaction.

This is exactly why my participation in the WVU IMC program has been so rewarding, insightful, and engaging. With five classes under my belt, filling the shoes of a communications specialist in today’s new media arena doesn’t seem so farfetched. It feels good knowing that course-by-course (or even DQ by DQ) we are building a strong marketing and communications toolkit powerful enough to handle the challenges of the field.

Consumers are constantly on the run but thanks to the knowledge of the core principles of IMC it’s not so hard to keep up.

Many of today’s businesses are playing catch up as they strive to become acclimated with the new school of marketing and communications. Fortunately for IMC students, we are several steps ahead!

Doesn’t it feel great to be at the forefront and cutting edge of communications?

Yes, indeed.