Integrated Marketing

It's a Brand New Day!

Are You a One-man Marketing Team?

A one-man marketing team is a BIG job! The key to navigating this role successfully is going to be understanding how to win friends and influence people! It’s knowing how to sell the solution to a problem and not your marketing ideas.

If you are one-man content marketing team, what are some ways that you can motivate or incentivize others to help your marketing efforts?

A content marketer with a limited budget may find that asking from business units other than marketing departments is necessary to create additional content (Didner, Pg. 18, 2014).  One way to do this may be to team up with a department who shares a similar goal as yours. One example, which I briefly discussed in my initial discussion response to professor Didner, is in a college the sales (or admissions) departments may have a need to increase enrollments in a specific program and the marketing department has a non-program specific promotion goal. One way to compromise in this situation would be to incentivize the admissions department to allocate budget funds to help create program-specific content, which will allow both departments to accomplish their goals.

Since the budget for content creation may be overlooked or assumed to reside in other line items such as web marketing, events, lead generation, advertising, and so on (Didner, Pg. 18, 2014), the content marketer should make it a priority to be included in the marketing planning process (ideally of course). Content marketing is about educating and influencing people before decisions are made (Didner, Pg. 21, 2014). To be specific, a content marketer can do this by being proactive and anticipating the other department’s needs. By being proactive and anticipating a solution to a problem they may be experiencing, I will be building trust and an alliance between the two departments. Once the trust is established, when ideas are presented in the planning process, they may be more likely to accept them as they will ‘trust’ that we are all on the same team. Help your customers connect the dots they don’t see. The customers in this example are your internal customers, and it is the content marketer’s job to help the departments to connects the dots they don’t see by matching their departmental needs (or goals) to your content marketing plan. When conducting your content marketing efforts, it is important to align your marketing and sales team to create and execute your campaigns to get maximum results (Hausman, 2017).



Didner, P. (2014). Global Content Marketing: How to Create Great Content, Reach More Customers, and Build a Worldwide Marketing Strategy that Works.

Hausman, M. (2017). 5 Tips for aligning content marketing with a measurable sales ROI. Retrieved from:


The Internet of Things (IOT)

The Internet of Things (IoT) – where machines and devices ‘talk to each other’ through sensors – is driving innovation and providing practical solutions to everyday problems (IMC619, 2016). That means thinking about products not just as something to sell once and have done with it, but as a continuous feedback loop of improvements, data and customer service. It means thinking about products as a source of data, and even as a subscription service (Ghosh, 2015). This report will discuss how IoT will provide value to businesses through improved employee performance and greater efficiency. This report will also discuss how IoT will increase the information available to consumers, and as a result, IoT will cause everyday consumer behavior to change.

IoT Provides Value to Businesses:

Leaders and employees at all levels of organizations are changing the way they receive feedback in order to improve the quality of information (Edwards, & Ewen, 1996). People are asking for performance feedback from those in their own circle of influence, that is, those with knowledge of their work behaviors, as well as from their supervisor. This information that comes from many asking for and getting information from people that are more honest, reliable, and valid than traditional appraisals from the supervisor only. Moreover, feedback from these multiple sources has a more powerful impact on people than information from a single source, such as a supervisor (Edwards, & Ewen, 1996). The IoT will change this process for managers and businesses. IoT will provide real-time data to not only business owners and managers, but also to the employee themselves. Employees can track and monitor their behaviors and production levels without relying on feedback from managers. The most frequently studied construct by far is job satisfaction. Locke described job satisfaction largely as affect: ‘a pleasurable or positive emotional state resulting from an appraisal of one’s job or experiences’ (Fisher, 2010). The IoT will provide businesses improved productivity and greater efficiency by increasing job satisfaction and redesigning the job process.  Human productivity applications include the use of augmented-reality devices such as goggles through which data can be displayed to guide the performance of factory workers. Using IoT data, companies can also redesign jobs and processes for greater efficiency and effectiveness. And IoT technology can help mobile workers in the field to stay connected and work more effectively (IMC619, 2016).

The IoT also provides value to businesses in spaces where consumers engage in commerce (IMC619, 2016). The IoT not only has the capability to optimize inventory levels, which provides greater efficiency, but it also means thinking about products not just as something to sell once and have done with it, but as a continuous feedback loop of improvements, data, and customer service. Consumers today want more of a personalized experience, and they have already changed the way we are doing business as well as the way we are marketing to them. Businesses are no longer reaching customers with one-way communications. Consumers today want an experience, not just a purchase. Consumers have a more positive attitude toward interactive marketing communication than toward one-way communication. Consumers also have a more positive attitude toward relationship personalization than toward classical transactional relationship. If IoT is adequately implemented, interactive communication that enables relationship personalization could result in substantial savings for companies and could lead to a significant increase in satisfaction for consumers (Vlasic, & Kesic, 2007).

IoT Affects Consumer Behavior:

 The IoT offers consumers and businesses a vast amount of information and data points. Information has already changed the way businesses and consumers engage. The IoT will provide even more information and it continues to change consumer behavior. Information availability has increased consumers’ informedness, the degree to which they know what is available in the marketplace, with precisely which attributes and at precisely what price. Consumers can now optimize their choices. Firms can now optimize their selection of offerings. Consumer choice drives corporate selection, corporate selection drives consumer choice, and both are driven by greatly enhanced information (Clemons, 2008). By blending physical and digital realms, the Internet of Things (IoT) vastly expands the reach of information technology (Mckinsey, 2015). The expanded reach of information will again drive consumer choice and will begin to enable new business models. For example, remote monitoring enables anything-as-a-service. The Internet of Things has the potential to fundamentally shift the way we interact with our surroundings. The ability to monitor and manage objects in the physical world electronically makes it possible to bring data-driven decision making to new realms of human activity (Mckinsey, 2015).

The IoT not only creates value for businesses and affects consumer behavior it also creates a digital portrait of yourself. Using IoT systems to convince healthy people to change their living habits and to help sick patients adhere to doctors’ prescriptions (Mckinsey, 2015). In many cases, having this digital portrait of yourself is a really powerful tool for reflection and change (Green, 2014).


            In 1597 Francis Bacon stated that “knowledge itself is power” and Nelson Mandela, in the same vein, said in 2003 that “education is the most powerful weapon we can use to change the world” (Baggaley, Calleja, Marum, & Marum, 2013). The Internet of Things will generate an immense amount of data points and information for businesses, consumers, and personal use. It will change the way consumers behave, and it will force business models to change to meet the new consumer demands. IoT will change the way people live, the way people communicate, the way people do business, and ultimately the way products and services are marketed.



Baggaley,R., Calleja, J. M., Marum, L., & Marum, E. (January 01, 2013). Knowledge is

power; information is liberation. Bulletin of the World Health Organization, 91, 12.)

Clemons, E. K. (January 01, 2008). How information changes consumer behavior and

how consumer behavior determines corporate strategy. Journal of Management Information Systems, 25, 2, 13-40.

Edwards, M. R., & Ewen, A. J. (1996). 360° feedback: The powerful new model for

employee assessment & performance improvement. New York: AMACOM.

Fisher, C. D. (December 01, 2010). Happiness at work. International Journal of

Management Reviews, 12, 4, 384-412.

Ghosh, S. (2015). How Absolut Vodka will use the Internet of

Things to sell more than ‘static pieces of glass’. Retrieved from:

 Green, P. (2014). Putting magic in the mundane (Enchanted Objects).

Retrieved from:

IMC619 (2016). West Virginia University. Week 4 lesson: The internet of things and new

delivery methods. Retrieved from: (2015). Executive Summary: Unlocking the potential of the internet of

Things. Retrieved from:

Vlasic, G., & Kesic, T. (June 01, 2007). Analysis of Consumers’ Attitudes toward

Interactivity and Relationship Personalization as Contemporary Developments in Interactive Marketing Communication. Journal of Marketing Communications, 13, 2, 109-129.

Its Only Stalking If it’s after 3am, Right?

Privacy in Emerging Media

The days of someone following three cars behind you, peeping into a window, or even watching you from across the street with binoculars are long gone… but not in a good way!!

Now, we as consumers, are being tracked with every click, every phone call, every picture, every road trip, every store visit, every pharmacy pick-up, and even every single bottle of wine purchased! Yes. It really is true! Consumers are being profiled and their personal data is being sold to a black market stock trade.

By WHO, you ask? Your best friend! Your most trusted assistant! Your most personal and intimate companion! Your SMARTPHONE!!!

Mobile devices can reveal precise information about a user’s location that could be used to build detailed profiles of consumer movements over time and in ways not anticipated by consumers. Companies can use a mobile device to collect data over time and “reveal” the habits and patterns that mark the distinction between “a day in the life”, and “a way of life.”

“I would never consent to that!” So you think anyway! In fact, you have probably already unknowingly consented to this through your mobile provider!! Service providers are not always forthcoming with what data they are collecting, how they are collecting it, and where it is being used.

You ask: “Isn’t There Laws to Protect me?!?!” No, not really! The Federal Trade Commission (FTC) could enforce adherence to the codes if companies adopted them, but since adoption is voluntary, there is no guarantee companies would adopt the resulting codes (United States, 2012).

Don’t be scared. Be SMART, and start reading everything!

5 Keys to a Successful Mobile App

5 Keys to a Successful Mobile App:

  • Test & Market the App- Don’t just jump on the band wagon. Not every company needs a mobile application. CMOs should adopt a culture of data-driven decision making and build their app incrementally (Olenski, 2015). It’s essential to attract a first batch of users to test metrics and understand the real value of each user before continuing with more systematic campaigns (Larizadeh, 2013).
  • Gain User Acceptance- User acceptance is essential for the success of any [mobile application]. Low levels of user acceptance, software design that does not match the end-user environment, and/or unforeseen challenges such as irregular power availability. These challenges are often attributable to a lack of understanding by the software developers of the end users’ needs and work environment (Vélez, Okyere, Kanter, & Bakken, 2014).
  • Be Compatible- Consumers today use a broad range of mobile devices, and you never know which specific type of device a customer will be using (Relander, 2015).
  • Be Connected- Applications need must connect to data from numerous back end systems (Lopez, 2015). Consumers who receive email marketing want their email addresses to be recognized and connected to the mobile app.
  • Engage with the End Consumer- Don’t make the mistake of treating mobile as a one-way street (Redsicker, P. 2012). Consumers, especially millennials, derive value from being engaged in product development, advertising, social interactions, and other facets of the marketing process (Fromm, & Garton, 2013).

Sample Shooting Script- Non-Fiction


Writer: Nichole Mitchell

Nonfiction Form. No VO.


Opening Audio
2;53;17 Life is challenging enough. Life just brings with it everyday challenges to begin with, and my goal is to allow these children to enter the world with no more challenges than everybody else has.


PAUSE Pause Leading into the introduction



Music Cue: Endorphin Release


In my practice, I do primarily cleft lip and palate repair, craniosynostosis repair, as well as facial trauma.


2;17;02 As you go through your training, which is very extensive, I sort of narrowed the scope of my interest, and I found that I was most passionate when I operated in the head and neck region.
2;56;23 It was really distinct to me.

I wanted to be more focused. That’s my personality.


2;48;13 I am the only plastic surgeon here on Long Island who dedicates their practice to pediatric craniofacial surgery.

What makes my practice unique is that

2;20;22 I very rarely see my patients in an exam room. I think it makes them nervous. And the majority of my exams that I have to do, I can do with them sitting on my couch in my office, and then they can play with their toys and their siblings can play with the toys while I speak to the parents about the nuts and bolts of what we have to do going forward.


2;49;17 I connect with the kids.

I never wear a white coat in the office. It scares them.

They come to my office and they have a playroom to play in while I’m examining them and they don’t know I’m examining them.


PAUSE Leading into the Middle




Music Cue: Law of Attraction Hypnosis


My commitment to the field, I think, is also in not only operating and taking care of these children, but also in contributing either new techniques or even just reporting outcomes, which is very important in any specialty. So I’ve been involved and will continue to be involved in many of our national meetings, like the American Society of Plastic Surgery, the American Cleft Palate, and Craniofacial Society.


2;41;44 I think the onus is on the physician to stay current in our field and I think a way of doing that is attending these meetings and not only attending them but participating in them by presenting our work, getting feedback from our colleagues, if you don’t get input from your colleagues nationally or internationally, I think you’re doing yourself and your patients a disservice.


2;24;02 And also, I’m able to work with my partners.
2;24;46 Here, we have a residency program where we’re training residents and fellows, so I think when you’re around young people and you’re training them, it forces you to stay current with all of the techniques.


2;38;43 In addition to treating these craniofacial disorders here in this country, I’ve also done some traveling with medical missions as do some of my partners. I’ve gone to Vietnam with Project Vietnam which was just a wonderful experience and it’s something that I would like to continue to do on an annual basis. I think it helps everyone just maintain perspective.


2;44;43 It’s not only important to me to be involved internationally, like going on these medical missions, but I’d also like to be involved locally as well.

I currently sit on the board of a pediatric charity, a local charity on Long Island that started on Long Island, and basically its application to my patients is very important which is why I joined. It deals with bullying that children go through from when they’re little — so when they’re made fun of, perhaps the way they look — and it also extends to cyber bullying that a lot of the teenagers go through.


PAUSE Leading into the ending.



Music Cue: Happiness Hypnosis


One of the most satisfying things is not only seeing the effect that I can have on the family as a whole and the parents and bringing the baby out from the operating room and having the parents hug me and cry and be thankful for the change that was made, but also when the kids are a little older and they can talk to me and they come in and at one point, they come in crying to me saying, “The kids at school are making fun of me,” and then after surgery they come back and they’re smiling and they’re not crying anymore and kids aren’t teasing them anymore.


2;34;16 Life is challenging enough.

To have the stigma of having a deformity, a congenital deformity, can have an unbelievable impact on kids and how they eventually develop as young adults.

It’s hard to see them go through that, and if I can make any difference and help them It’s just wonderful.


Brand Position: Personally connecting with patients.



Sample Creative Briefs


There are many different ways to write a creative brief. This is considered one of the most important documents (in my opinion), and yet we spend the least amount of time on it. Why is that? The creative brief should be written in a simple and focused format to allow for easy understanding.

Here are two examples I have written to give you an idea of how to write a creative brief.

Creative Brief #1

Key West Institute for Plastic Surgery


What is known about the product and its history?

Dr. Lesson is a double board-certified plastic surgeon in both plastic and reconstructive surgery.  He has over twenty-one years of clinical experience. All procedures are done in a hospital with highly qualified professionals, the doctor includes a year of post-surgery follow-up visits (if needed) at no additional costs. Breast augmentation continues to be the top cosmetic surgical procedure and has been since 2006 (ASPS, 2013). Research also shows that 2.6 million cosmetic procedures were done on women between the ages 30-39 in 2013 (ASPS, 2013).

Whom are we talking to?

Dr. Lesson would like to increase the volume of breast augmentations and implants being done in his office. The focus will be on women between the ages of 24-35 living in the Florida Keys and Miami area.

 What do they currently think?

Procedures in Key West, FL are too expensive and can be done much cheaper in Miami, FL.

What is the negative associated with the product/company?

The cost.

The recovery time.

The fear of having surgery.

 What’s the brand?

“Destination: A New Me”

Dr. Lesson would like to later be known all over the country as the destination plastic surgery spot. In order to do that, we will start with the locals in the Keys and in Miami. Key West is known for its relaxation and with this brand, we will partner Dr. Lessons skills and abilities with the well-known relaxation and vacation spot of Key West in people’s mind. People can not only come to Key West to escape the “city of Miami” but to also escape their insecurities.


 Creative Brief #2

Flagler College- Tallahassee

What is known about the product and its history?

Flagler College is a prestigious private school located in St. Augustine Florida. The college was founded in 1968. In 2016, has been ranked #6 in the 2016 edition od Best Colleges. Flagler College opened a branch campus on Tallahassee Community College campus in 2000 to provide graduating students the opportunity to attend a private college at state school prices. Students who attend Flagler College get the benefit of small class sizes and career-focused education at a much lower cost.

 Whom are we talking to?

Students who have completed an Associate’s degree with a minimum 2.0 GPA, and who are seeking a bachelor’s degree in business, accounting, strategic communications, or early childhood education.

Since the branch campus is located on the Tallahassee Community College Campus, Flagler College- Tallahassee can only accept students who have completed an associate’s degree with a minimum 2.0 GPA. Flagler cannot compete with the community college’s enrollment, so although the Flagler College in St. Augustine can accept freshman, the Flagler College-Tallahassee can only accept Juniors.

The community college also has partnerships with other private colleges on campus. Flagler College and the other private colleges such as St.  Leo, Barry University, St. Thomas University, Embry Riddle all offer different degrees and are not allowed to compete with one another as part of a partnership agreement.

 What do they currently think?

Flagler College is not a “name brand” school. Flagler College will not look as good as Florida State or FAMU on their resume.

 What is the negative associated with the product/company?

Limited program options.

No college life (i.e. a football team, sororities, fraternities, etc.)

 What’s the brand?

Affordable private education- Current

Outsmart College- My idea

(Students can live in Tallahassee and take advantage of the FSU/FAMU parties while getting their education, staying out of debt, and living better)


Presenting A Creative Approach

Video Production Pic

In my first blog post, I spoke about creating a “brand experience”. This is most effectively done through telling a story. Consumers are experiencing brands in a whole new way with the advancement of digital media.

Consumption experiences have been theorized as personal and subjective experiences that people go through, ones that are often laden with emotionality for the consumer, i.e. a hedonic search for fantasy, feelings, and fun. The consumption experience is no longer limited to certain moments of truth (purchase and use), pre-purchase activities (stimulation of a particular need, search for information, assessment, etc.) or post-purchase activities (assessment of satisfaction) (Caru, & Cova, 2004). They are experienced through videos, films, and digital devices. If you want consumers to experience your brand, you must tell a good story!

Stories are linear. First this, then that, then that other thing. Stories are made out of pieces of information presented in a sequence (Menick, 2016). Creating a branding video requires a storytelling strategy that gives viewers bits and pieces (aka shots and clips) of information presented in a manner that is a little bit misleading, which allows the viewer to discover new information in each shot leading into the end discovery of the “brand”.

So, where exactly does an excellent “branding video” start you ask?? A marketer, an idea, and a story pitch… that’s where.

Here are two great examples of commercials who have created an excellent branding videos and an example of how I would have pitched the story before the video was made. Take a moment to read my story pitch before viewing the video. Once you have watched the video, tell me what you think of my story pitch. Did it match up? Did it make you want to view the video? Did It effectively “sell” you on the idea of the brand?

The Guinness Wheelchair Basketball piece:

Story Pitch:

Envision a basketball in mid-air heading towards the hoop. Next, you see a group of men playing from wheelchairs. One scores! Yes, victory! Next, one tips his wheelchair but gets back up.

The narrator: Dedication, loyalty….

The game ends. All the men, except one, stand up.

The Narrator: Friendship….

They leave the gym together. The bartender pours a craft of Guinness.

The Narrator: The choices we make reveal the true nature of our character….

(Branding: Guinness builds character)


Durex: #Connect

Story Pitch:

Let’s show people how being addicted to their devices are affecting their sex life. Let’s interview couples of all different kinds and ask how and where they use their device to reveal the truth of how often it’s used in the bedroom.

Next, let’s offer a “new breakthrough” on how to use your device to improve your sex life. The “breakthrough” will be: Introduction of the off button!

The couples laugh and share a moment of truth.

(Branding: Durex connects couples.)


Carù, A., & Cova, B. (April 04, 2008). Small versus big stories in framing consumption experiences. Qualitative Market Research: an International Journal, 11, 2, 166-176.

Menick, S. (2016). West Virginia University. Lesson 3: Stories, and movies are linear. Retrieved from:

Creating a “Brand Experience” in Digital Storytelling

Digital Story Telling

We (as consumers and marketers) hear the term brand all of the time, but what exactly does that mean? Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand’s design and identity, packaging, communications, and environments. Brand experience affects consumer satisfaction and loyalty directly and indirectly through brand personality associations (Brakus, Schmitt, & Zarantonello, 2009). This blog post will highlight three examples of commercial that are not literal by creative choice. These three examples focus on the brand experience and not the product itself.

#1 Nike

The story (the plot):

In this Nike commercial, a young boy is jogging slowly in the middle of a road. The young boy is overweight, but he appears to be determined to lose weight (or to be great as the commercial suggests). He is jogging on a road in what appears to be mid-west America with nothing but land on both sides of the road and rusted mailboxes on the left. He also appears to be in possibly a middle or lower class family wearing a dull white T-shirt and dull white average shoes and possibly basketball shorts- Nothing fancy.

In the commercial, the boy is a good distance away from the camera and as the narrator describes how greatness isn’t anything more than average and that “we are all capable of it”, the boy continues to jog closer to the camera.

The strategy:

This is a great example because Nike did not highlight any of their products (that I could tell anyway). If the boy was wearing Nike clothing and shoes, it was not obvious to me. The producer concluded the commercial with the brand’s positioning statement and the Nike logo.

This commercial was shot to emphasize the brand. It reinforces how Nike represents all of us who want to strive for “greatness”.  It touches on emotions too as it shows an average boy determined to beat what so many Americans struggle with—Obesity

The Brand Positioning Statement:

Nike made the brand positioning statement in this commercial obvious (to me). It was “Find Your Greatness”. It seemed obvious to me because of the narrator’s emphases on how we are all capable of greatness and the commercial ended with the phrase “Find Your Greatness” and a Nike check mark.

#2 Bernas

This company is a partner in the paddy and rice industry who is involved in the importation, warehousing, distribution, and marketing of rice in Malaysia (Berhad, 2016).

The Story (The Plot):

In this commercial, the viewer is presented with a dramatic scene of a mother begging her son not to leave. Then the viewer is taken on a three minute and seven-second journey of a very traditional Asian father resenting his son for being a teenager and not following traditions such as respect and hard work. The teenage boy is staying out late, doesn’t care about family time with his father watching tv as he is on the phone with friends instead. The father and son have a huge fight, the son leaves the house, and then falls at the work site losing the ability to use his legs. The father remembers how he had to teach his son to walk as a baby and begins to help his son walk again.

The Strategy:

The producer of this commercial doesn’t show the rice importing company name or describe the importation process at all until the end. The producer created a short drama to really draw viewers in and connect with them emotionally. Thought the commercial the family is brought together by dinner time and it shows the traditional Asian meals being served with rice as the main staple.

The Brand Positioning Statement: 

The commercial ends with the phrase “Gong Xi Fa Cai” on the screen and a narrator saying “Family is forever”. Then the company name and logo is presented.

#3 Chevy

The Story (The plot):

This commercial starts out showing the viewer a girl in the veterinarian office with an aged dog. Her under eyes are red from crying and she is affectionately petting her dog. Next, the commercial takes the viewer on an intimate look at her life with her dog. The producer shows you how her dog was there when she started college and when she graduated. The dog was there when she had her first kiss, and when she experienced a break up. It shows you how her dog has always been there for her.

The Strategy:

Thought this commercial there are subtle shots which include a vehicle, but the Chevy symbol doesn’t appear until 44 seconds into the commercial. When she first learns to drive, the camera catches a glimpse of the steering wheel with the gold Chevy Logo. The focus of the commercial is not on the car, it is on the girl’s life events and how her dog was by her side through all of them.

Brand Positioning Statement:

The commercial ends with a prominent shot of a Chevy, a little girl taking home her first dog, and a phrase that reads “A best friend for life’s journey”. The brand positioning statement could be seen as “A Reliable Car”.


Creating a brand requires creating an image, a thought, a feeling, an experience for your viewer. Most of us end up thinking too much about primary product features or benefits. We don’t think enough about the brand experience. This is the real world of how consumers experience your brand, which includes far more than the features or benefits that attach to a given product or service (Greenfield, 2003). These three examples show how people experience the brand (i.e. the average person striving to be great, dinner bringing a family together, and a girl experiencing life with her reliable best friend by her side). They are not literal by choice because they want the viewer to experience the brand not just see the features and benefits.




Berhad (2016). Bernas at a glance. Retrieved from:

Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (May 01, 2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?. Journal of Marketing, 73, 3, 52.

Greenfield, A. (January 01, 2003). Brands That Get Noticed: Want to know what makes a brand stand out? Try looking through a consumer’s eyes. Marketing Research, 15, 28-31.

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