• Sarah Goodlaxson

Integrated Marketing Communications: A Weekly Journal

Updated: Mar 17

This journal is being kept to communicate what has been learned week-by-week in Integrated Marketing Communications; a MS Marketing course at the University of Denver's Daniels College of Business. Additional insights will be shared from any curiosities that the class may ignite and uncover.



Sarah Goodlaxson at DU Daniels college of business
"Back to school, back to school... to prove to dad I'm not a fool!" - Billy Madison

Week 1 Insights


At times, first day lectures do not garner a massive amount of marketing insight as we are slowly immersing ourselves into the structure and expectations of a grad-level course. However, I was pleasantly surprised on day one when we immediately launched in to lecture. I enjoyed the content shared about Content Marketing, especially the following.


Content Marketing should be from the SME's perspective.


The week prior to our first day of class, I started an internship in Global Marketing and had been asking myself the very same question about subject matter experts. For context, my direct supervisor is a PhD engineer and the Director of Strategic Global Marketing. I have found his education and career path extremely interesting seeing that he's gone from engineering (product creation) to marketing and wondered why/how that would happen.


Not even two weeks into this internship and, especially for the team I'm on that's quite new comparative to the overall corporation, I understand that there could not be any other choice for who would fill that seat. My boss is a top SME in his space. For the type of content that needs to be created at this point in the overall life and longevity of the business, he is the one to bridge the gap between R&D, product development, bus dev goals and marketing. From creating owners manuals and technical product content to hosting technical training webinars - there is no one else who could successfully market B2B in this space than a PhD engineer. I feel very lucky to have been chosen for this team.


While it may have been simply fortuitous that my question from a week before was answered during day one of class (we may never know), I'm very excited to see what fortunate information and insights will be taught throughout the remainder of the course!


Week 2 Insights


Campaign playbooks and marketing playbooks galore!


What an incredible week. I LOVED the campaign playbook which is broken down into four distinct parts:

  1. Planning a campaign

  2. Running a campaign

  3. Measuring a campaign

  4. Social media tools

At the start of my career I was one of the only people at my agency with a "classically trained" marketing background. I often felt like I was learning on my own and searching and researching every minute of every day to ensure that I was doing my job to the best of my ability. The campaign playbook that we received as part of this weeks content is exactly the type of resource that I'm absolutely obsessed with.


I particularly thought that, for me, the "measuring a campaign" portion of the campaign playbook was useful as in all of my workplaces, things have been rather fluid and change with the wind. Because I thought this content was so useful, I have outlined my favorite parts of the presentation below for this week's journal entry and future use.


Planning a Campaign


man doing marketing
To run a successful campaign it's imperative to plan, plan, plan!

Why do timelines matter?


In order to run a successful campaign, the start date and end date must be set and include a detailed timeline. The timeline will need to include a comprehensive list of everything that's needed and when (who does what, by when)! A detailed timeline assists with a 360 view of the entire campaign, as well as ensures marketers have planned well in advance. Must-haves are:

  • Asset Production

  • Amplification

  • Distribution

  • Measurement


Assets and formats

What assets will you need in order to create or commission the campaign? You must be aware of asset timing:

  1. Before the campaign: teaser + promotional assets

  2. During the campaign: documentation + amplification of events

  3. After the campaign: retrospective assets + the afterlife of the project

Third party agreements

When working with third party agencies, artists, or freelancers/contractors, it's important not define expectations clearly in advance:

  1. What logos and usernames need to be included in digital content

  2. Who has the rights to reproduce assets post-campaign

  3. Who gets access to analytics and social media platforms? Can access be shared with all parties or a portion? If working with a larger corporation, will legal be involved?

  4. How many Tweets, posts, or IG stories are expected about the project/campaign?

  5. How often should content relating to the campaign be shared?


Social media platforms

girl holding phone, glasses, coffee
Deciding which channels and platforms to utilize in your campaign can be a make or break moment.

Not all social media platforms need to be, or should be, used in a campaign in order to distribute content. Depending on which platforms are currently being utilized, it may be imperative to set up new properties or denote which platforms will be used.


Running a campaign

Content Calendar

An obvious must-have!


Channel Planning

In order to tell the overarching story of the campaign, it's important to plan channel mix well. WIth the right mix, and the right messages pushed out at the right time, each channel can work to compliment the others. For example:

  • Facebook is great for longer form content, video and conversations

  • Twitter is great for short, shareable content and live Tweeting

  • IG is great for powerful visual assets and video, like Reels

  • Paid media is great for driving specific traffic to a specific destination

  • Email + PR is great for reaching journalists and influencers

  • Blogger partnerships and cross-posting/promotion is great in order to reach new audiences and networks


Measuring a Campaign


Why create a measurement framework?

Measurement frameworks, with KPIs assigned to objectives and an awareness of the type of metrics you're looking to measure is one of the most important parts of any campaign - digital or otherwise.


Measurement frameworks allow marketers to analyze the performance of campaigns against previously-defined KPIs. Plus, measuring the performance of your campaign gives marketers the opportunity to clone successes and avoid future failures.

Difference between metrics and KPIs

  • Metric: a measurement that's used to quantify a component of content performance. For example, visits, visitors, time on page, shares, likes, or email signups.

  • KPIs: key performance indicators show how well content is performing against a key strategic goal or objective. For example, growing consideration of installations or increased brand awareness.


Analyzing Performance

Why is analyzing performance important? Easy. We need to be able to create more content that performs well, optimize content that's not performing to expectation, understand what a brands target market needs or wants, and last (but certainly not least) to refine the overall content strategy.


Thinking audience first

In order to think "audience first" we must consider the marketing funnel, which looks like this:

I also love Donald Miller's, Building a StoryBrand, which is all about how to craft your messaging with the audience in mind! Always remember, your customers and clients are the heroes - not you!


Week 2 Conclusion

All in all, another incredible week with extremely valuable marketing insights. Onward to week 3!


Week 3 Insights


I appreciated the "integrated" content that was covered this week, especially pertaining to events and sales promotions. A few resources that I'd like to keep handy are as follows:

An Integrated Approach to Marketing

As someone with a history in digital marketing, I have balked at employers or organizations who have solely relied upon inbound marketing and neglected the outbound. I have found that without a large marketing budget for paid digital ads, it is next to impossible to create, launch and implement a highly successful inbound marketing strategy - something that has been a point of contention between me and agency CEOs in the past.

"Give me an ad budget and I can make anything happen, but force me to work with a bare-bones marketing budget and your success will never reach the heights you're hoping to achieve."

I specifically remember a time with one agency CEO where I was told that if I was "just better" at my job there would be "no need for a marketing budget at all" and that I should "be able to fill a pipeline digitally through creating content alone." That was a fun job.


Mapping the Customer Journey


The content in our week 2 module was actually one of the exact reasons I chose to come to DU. I've been looking forward to learning more about customer journey mapping and applying that knowledge!

customer journey mapping
The customer journey should also extend to include the experience with your company post-purchase.

Remember: taking too narrow of a view of the customer journey will make the effort less-than-successful. You must be focused on how prospects and current customers interact with your brand across five major touchpoint.

  1. Website

  2. Outbound Marketing

  3. Sales Team

  4. Customer Support

  5. Brand Presence on Owned Channels

Helpful IMC Content This Week

In addition to the above material, the Sales Promotion Strategies for Marketers article and 10 Tips on How to Run a Virtual Event were helpful for our client project. I plan on using the scarcity principle that was mentioned in the sales promotion strategies article in our campaign suggestions. This is a concept that was nice to see again as we covered it in Consumer Behavior last quarter.


To conclude, and answer the last question asked in the weekly journal prompt under Week 3 - Class Schedule & Requirements, there is nothing thus far that I'm struggling with and we are not having any challenges. Looking forward to Week 4!

Siberian husky
Photo: My Siberian Husky, Kovu, keeping me company while I study.

Week 4 Insights


General Thought #1: Week 4 brought some great progress on our final project with our client (who we'll call CWC for the purpose of this public blog). We had a great meeting with CWC, honed in on our general campaign strategy, and received go-ahead from the client regarding campaign direction and our target market. I'm really excited to see what our team will come up with as a final product when we deliver the end-project to CWC!


General Thought #2: I also thought that Tuesday's guest speakers were incredible. I connected with both Stacy and Lisa on LinkedIn, too! I've always wondered exactly what TV producers do so it was incredible to gain insights from the very person who's produced two of my favorite HGTV shows - House Hunters and House Hunters Renovation! I'm fairly certain I've seen every single episode (what a way to spend my life, huh?).


General Thought #3: It has been incredibly interesting watching all of the videos from Professor Meyers. I haven't had him yet during the program and when/if I do, I'm going to feel like I already know him, which feels like the grad school equivalent of creeping someone online before you meet them and then asking them how their third cousin once removed that lives in Montana is. ;)

"The average human being has an attention span that's less than a goldfish, so unless we're marketing to some goldfish, we're probably in trouble." - MM

What Was Useful This Week

I haven't been in Google Trends for quite a while, so seeing the video regarding Google Trends and Keywords again sparked an idea that I may be able to use in my internship. We're currently running AdWords and YouTube campaigns, with great success in Canada and California - but I've been looking for additional insights regarding the two markets and their performance. Utilizing Google Trends to drill down into which geographic locations are most interested in our products/topics may help with optimization when launching new campaigns with iProspect.


I also liked the idea of combining a CTA banner ad in the right-hand video menu display on YouTube while you're video ad plays on-screen. Especially if that CTA banner ad opens in a new tab, rather than directing the viewer away from the video they were wanting to watch, that would be an incredibly useful combination of ads to test.

I'm still wondering about consumer sentiment as it relates to skippable vs non-skippable ads. I wonder if there's any consumer behavior research testing this? Re: my friend has mentioned before that she hates ads and, even if the ad is a product/service/brand she loves, she feels mad for forcing her to watch an ad in the middle of a video. She also pays for YouTube Red, so that's not an issue for her anymore - but I'm curious about consumer sentiment as a whole. (This might be another reason for me to get my PhD so I can answer all of my questions myself. Hah! But in the meantime, I'll look through Mintel and Statista to see if I can find anything.)


Either way, great article once again from Hubspot: YouTube Ads for Beginners: How to Launch & Optimize a YouTube Video Advertising Campaign


As part of our homework this week we created:

All of these things will need to be officially formalized before handing them off to the client, of course, but it's a great start!


Looking forward to week 5!


Week 5 Insights


I absolutely LOVED the video interviews with Patrick Gaston and this week's journal entry will focus on capturing notes from those interviews. Corporate Social Responsibility is a huge area of interest for me as I move into my next career phase - and learning how to properly communicate the good my company is doing in the world. While some companies may focus on philanthropy, other companies may focus on inclusion and diversity what are the main points of CSR to consider?


According to Patrick Gaston, CSR has three main points:

  1. People (Human Capital)

  2. Planet (Environment)

  3. Probability (Bottom Line)

"If we don't get it right, there's a real exposure to companies reputations. If we do get it right there's an opportunity to be successful in many, many ways." - Patrick Gaston

I also loved Patrick's perspective on Black Lives Matter in saying that he's seen things change in 2020 that he never thought he would see in his lifetime and I completely agree with him that we need to figure out how this progress we've made (which is not enough and we have to keep pushing) keeps going.


"What is the boardroom doing to address this in a long-term, more consistent and holistic basis?" - Patrick Gaston

What is Ethical Leadership?


"Ethical leadership to me is to be informed, self-aware, to understand your stakeholders and respond to them, to do the right thing not only when people are looking but when people aren't looking, to make tough decisions when you need to, ensuring you're complying with local, state, national, and global laws and polities.


It also means that you have to understand your responsibility towards people who help you make money ie your customers. What are you doing in the communities that your customers come from? Are you helping in poverty situations?


How are you treating the very people who help your company succeed - your employees and investors?


All of these go back to strong values, purpose, and producing strong results for your people and for your communities.


You also have to know when you're wrong, learn from your mistakes, and make amends to move on." - Patrick Gaston


What are Purpose Driven Brands?

If you think of a company, like Google or Coca-Cola, what comes to mind when you think of those companies? If you think of a company that you really value - like Apple - what do you think that company stands for?


"It's all about improving lives, it's about education and economic development." - Patrick Gaston

What do you think about companies embracing social advocacy?

"It's a choice that a company has to make. I think it's critical and if you're not doing it you might be able to have short-term success in the short-run but you're missing opportunities in the long-run to connect with your shareholders. I think it's a key success factor for any company."


How important do you think it is that companies/brands promote their social good?

"80-90% of companies publish a Corporate Social Responsibility Report and that's really critical, but before you do it make sure you have your house in order. Make sure your brand really does stand for something - are you really purpose-driven? The goals and objectives that you set and communicate to the public, you have to be ready to meet and succeed those goals on a continuous basis and scale it so that it continues to grow in the future. In the end, ALL of these things must come together in order to have a truly purpose-driven brand that stands for Corporate Social Responsibility."


Both of these videos with Patrick Gaston were very insightful and will help me in the future! Thanks for inviting him to be part of our class!


Week 6 Insights


Once again this week, my favorite part of class was the guest speaker. We met Thomas Dahl from Bounteous and he gave us a look into what Bounteous is doing for their clients, like Dominos Pizza. I've been paying attention to Dominos Pizza marketing for over a decade, as one of my first clients and large projects out of undergrad was to launch Jet's Pizza in the St. Louis market.


I love the pizza tracker that Dominos created, so it was awesome to hear from someone that currently works with the company and that Bounteous had something to do with that technological development! Since Dominos Pizza launched that tracker I've noticed a lot of other apps and companies doing something a little similar. DoorDash, for example, now has their own tracker so you know where your food is at all the time, and I love Lyft/Uber and the cute little car that you can watch when waiting for your ride, or while in your Uber on the way to the destination.



I also liked the videos from Michael Meyers. A few notes from those videos:

  • People aren't searching for an amazing brand, they're searching for a specific product or service.

  • schema.org

  • Robots.txt user agent* = gives permission to any bot that comes to this robots.txt page to crawl and return results for what's specified here

  • What to disallow: thank you pages, any pages you don't want to show up. If you do this wrong "your entire world will come crashing down" - Michael Meyers

Voice Search Stats

  • 50% of all searches by 2020

  • 1 billion voice searches per month

  • 41% started in the last 6 months