Regardless of the size or type of business, the development and implementation of an integrated marketing communications plan is critical to ensuring an organization’s success. An integrated marketing communications plan includes the tools, resources and budget that serve as a roadmap for an organization’s communications strategies and outlook. 

 

An organization hired LCA to create an integrated communications plan. For the first phase of the plan, LCA outlined the formative research process, which involved situational and organizational analyses as well as a SWOT (strengths, weaknesses, opportunities and threats) analysis. The second phase of the plan focused on strategy development, and the third phase encompassed communications tactics and goals, which included blogs, e-mail messages, news releases and ads. The last stage of the plan outlined the measures that were used to evaluate the plan, which included monitoring and recording social media followers and usage, website usage and blog comments.​

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The client lacked the time and personnel to develop the plan and found that by outsourcing the plan development to LCA, it was able to focus on other time-sensitive priorities.