Integrated Marketing Strategy

Before spending a single dollar on a publication or a website, you need to figure out what you want to say, to whom and for what purpose. Once you identify the consumers who are most likely to become customers, you want to make sure your marketing efforts reach them. With a sound strategic plan, you can take aim and achieve your key marketing goals.

A brand magazine's aesthetic appeal and portability helps build your relationship with your customers. At the same time, the web's interactivity keeps customers connected to you via dynamic content, customized email and electronic newsletters. The real opportunity in relationship marketing today lies in creating synergy between these offline and online publications.

We call it Integrated Custom Publishing—moving readers from print to electronic publications and back again. By synchronizing your messages across media, you create a cycle of interaction with your customers and consistency in your branding. This interaction leads to personalized customer communications. Here's how it works:

Print publications (brand magazines, print newsletters)

• Purpose: build brand awareness and connect with customers
• Opportunity: drive traffic to your website

Online publications (websites)

• Purpose: create a point of interaction between you and your customer
• Opportunity: entice customers to sign up for a customized email newsletter

Email (newsletters, alerts)

• Purpose: offer customized communications, products and services to specific groups and individuals
• Opportunity: encourage subscriptions to your print-based media and drive traffic to your website

Integration delivers brand value at every turn, as coordinated content, design and production standards reinforce your brand identity. As you deepen the conversation on multiple fronts, you improve your bottom line in the most basic way—by earning the lasting loyalty of your best customers.