Properly executing an integrated market campaign (IMC) is the most powerful business tool. When done correctly, an IMC utilizes several tools to produce a seamless marketing campaign. Although an IMC uses a variety of traditional and new tools, it must maintain the campaign’s message and brand. One of the best examples is CNN.

It couldn’t have been easy figuring out how to maintain interest in a 24-hour news channel. Even after creating a steady audience, how could people ever feel engaged? It was imperative to lose the “talking head” Walter Cronkite stigma that news broadcasts emanate. In essence, keep everything the same but different. The product of constant research is the almighty CNN we know today.

CNN combines traditional journalism and marketing strategies with cutting-edge media.

1. Traditional news broadcasts. (CNN Newsroom)

2. Senior correspondents have scheduled programs catering to their speciality. (Larry King Live, The State of the Union with John King, etc.)

3. A cutting-edge website (CNN.com) filled with today’s social media technology.

4. Correspondent blogs – Viewers can read and respond/comment during live broadcasts. (Anderson Cooper 360 blog, Paging Dr. Gupta blog, etc.)

5. A Twitter feed – @CNN constantly updating with breaking news “tweets”.

6. CNN Mobile for news on cell-phones.

7. iReport – An online section where current news is sent to CNN from users via any media platform.

8. Podcasts – Audio and visual files that can be downloaded to any media player. (Fareed Zakaria GPS, Amanpour, etc.)

9. Multi-lingual options for non-English speakers.

10. The Big Wall – An enormous touch-screen which supplements news stories with visual support.

The combination of old and new tactics in a IMC allows CNN to reach the maximum audience and entice them to participate (Call to Action). Every piece fits with the brand and message. By providing so many ways to send and receive information, CNN dominates the news industry.

Tags: campaign, CNN, integrated marketing, marketing, pr, PR Scoup, public relations, social media, Social Media Issues, Social Responsibility, technology

This entry was posted on November 7, 2009 at 2:30 pm. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

Posted in Corporate Social Responsibility Public Relations Social Media Issues Social Responsibility Technology by Gabe Chesman View Comments