Integrated Marketing Communications
Developing and implementing marketing messages and strategies that optimize the communication of the organization's brand to target markets.
Level 1 Demonstrates introductory understanding, directing people to the appropriate source for further information.
BEHAVIORS
- Describes at a basic level integrated marketing communication strategies.
- Explains organizational standards as they relate to communication.
- Applies integrated marketing communications principles, practices and tools to own work when developing simple print and digital marketing communications products.
- Researches alternative forms of marketing media to identify cost, reach and penetration.
- Proofreads and edits a variety of documents.
- Arranges effective distribution of marketing materials.
QUESTIONS
- Tell us about a time when you developed print and electronic marketing promotional communication products.
Probing Questions
* How did you consider different elements of branding and marketing in your work?
* What specific tools were available and how did you use them?
* What was the product/service you were developing the communications material for?
* What communication products did you produce and how were they received?
- Please describe a situation where you had to identify alternative media tools.
Probing Questions
* How did you approach the task?
* What information did you include in your analysis?
* Who was the recipient of the information?
* What were the results?
Level 2 Applies the competency in common situations that present limited difficulties, working with a moderate level of guidance.
BEHAVIORS
- Develops content for marketing communications materials (marketing brochures, trade materials, packaging, etc.).
- Ensures that marketing communications are consistent with the brand and organizational standards.
- Tailors marketing communications to reflect the marketing medium being used and the target audience.
- Advises on techniques needed to ensure marketing communication materials are directed towards target users.
- Monitors social, economic, and political trends that might have an effect on the organization, making recommendations to enhance the organization's image based on those trends.
QUESTIONS
- Describe a time when you prepared content for press releases, media kits, Q&A materials, etc. in support of the promotional activity.
Probing Questions
* What was the marketing situation, target audience and the product or service involved?
* How did you determine the main messages to be conveyed?
* What was the primary content of the release and media kit?
* What process did you go through to develop Q&A materials?
- Outline a challenge you have faced where you were required to modify communications material to suit a particular marketing medium and target audience.
Probing Questions
* What marketing medium did you need to use?
* What was special about the target audience?
* What did you do to the material to make it appropriate for the chosen medium?
* Was the effort successful and what made it successful?
Level 3 Applies the competency in the full range of typical situations, requiring guidance in only the most complex or new situations.
BEHAVIORS
- Develops effective integrated marketing communication plans aligned with the marketing communication strategy.
- Liaises with external agencies and other service providers for the production and distribution of communication materials (e.g., printers, creative agencies, media buyers, etc.)
- Oversees planning groups to select communication media (e.g., radio, television, newspapers, Internet, etc).
- Creates processes to ensure that agency schedules and budget commitments are met.
QUESTIONS
- Tell us about a time when your organization required you to develop and execute an effective marketing communications plan.
Probing Questions
* What elements did you include in your plan?
* What were the communications materials you developed?
* How did your plan contribute to the marketing communications strategy?
* What communications measurement activity was included in the plan?
- Describe a situation in an organization where you were the key liaison with external agencies and service providers for promotional and communication materials.
Probing Questions
* Describe the steps you took to establish working relationships with external providers of communications materials?
* What external bodies did you make use of and for what services?
* What performance criteria or key performance indicators did you create to help you manage the relationship?
* What incentives did you establish to encourage solid performance from your service providers?
Level 4 Applies the competency in new or complex situations and advises others.
BEHAVIORS
- Manages integrated marketing communication strategies and budgets.
- Sets quality standards for integrated marketing communications.
- Provides expert marketing communication advice and guidance on the organization’s integrated marketing initiatives.
- Evaluates the effectiveness of integrated marketing communication activities, tools, media and campaigns.
- Anticipates trends and directions and recommends ways to adapt them to the organization’s environment.
QUESTIONS
- Tell us about a situation where you were responsible for implementing the organization's marketing communications strategy.
Probing Questions
* How did you ensure consistency of message throughout the organization's marketing-related groups?
* What communications material did you develop in support of the organization's branding and product positioning strategies?
* How did you establish the necessary budget to develop and implement marketing communications strategies?
* What tactical decisions did you make to implement the communications strategy?
- Outline a time when your responsibilities included establishing and monitoring quality standards for marketing communications.
Probing Questions
* What quality factors were important to your organization?
* What review processes did you put in place to monitor individual marketing communications?
* What marketing activities fell under your area of quality control responsibility?
* What actions did you take when you found that certain communications activities or materials were not up to the organization's quality standards?
- Describe a time when you needed to recognize future marketing communications approaches and adapt them to your own organization's situation.
Probing Questions
* What specific trend or new approach did you identify and implement in your own organization?
* How did you maintain your own knowledge with respect to changes in the marketing environment for products/services related to your organization's market participation?
* How did you adapt your marketing strategies to meet the changing market for your company's products/services?
* What marketing activities did you identify for change as a direct result of analyzing trend in marketing communications?
Level 5 Develops new approaches and methods in the area. Is recognized as an expert within the organization.
BEHAVIORS
- Develops an integrated marketing communication strategy aligned with overall marketing strategy.
- Scans the environment for technologies that have the potential to impact the organization's marketing communication strategies.
- Identifies and leverages marketing communication synergies with outside organizations.
- Allocates and controls resources within scope of integrated strategies.
- Develops integrated promotional planning processes, across all channels and categories of business.
QUESTIONS
- Tell us about a time that you were needed to identify technology changes that could have a significant impact on your organization's communication strategies.
Probing Questions
* What was the technology that caused you to modify the communications strategy?
* What broad changes did you make or recommend to the marketing communications strategy?
* How did you present this transformation to senior management for approval?
* What was the impact of this exercise on the organization's overall business plans and/or objectives?
- Tell us about an opportunity you had to cooperate with outside organizations in the area of marketing communications.
Probing Questions
* What were the other organizations and how did you work with them?
* What synergies resulted from this mutually beneficial relationship?
* What steps did you take to establish and monitor this relationship?