STRATEGIES FOR CREATING AND EXECUTINGEFFECTIVE INTEGRATED MARKETING PROGRAMS

Chris FaustVP of Communications

PFS Marketwyse

Key Benefits of Integrated Marketing

Greater collaboration & knowledge sharing Enhanced consistency & communications Increased productivity, decision making & speed to

market Reduced costs & operational overlap Deeper alignment of vision, values and goals

Speaking with “one voice” Faster feedback loop Stronger relationship with customers / partners

Case Study: CCFA

Understand target audiences Understand internal structure, roles & responsibilities

Form a powerful guiding coalition Understand past successes & “landmines” Develop an integrated marketing & communications

mix that’s budget appropriate Consider a phased approach Create small wins Promote successes & recognize all contributors

General Timeline of Integration

Started with PR Conducted communications audit Developed communications guidebook Added 64-page quarterly magazine

General Timeline of Integration

Added marketing communications Annual report Brochures Fact sheets Website Events

Chapter support & advertising to come

Results to Date Double-digit growth past two years CCFA distributes more than one million pieces of literature

annually. CCFA's Web site receives over 100,000 visitors and over 400,000

page views each month. CCFA's membership program reaches at least 1 out of every 17

patients (vs. the Arthritis Foundation with 1 out of every 81, or the Juvenile Diabetes Research Foundation with 1 out of every 432).

CCFA has experienced a 34% increase in membership since 1996.  Nearly 37% of U.S. gastroenterologists are CCFA physician

members. 82 cents of every dollar spent towards supporting mission The American Institute of Philanthropy gave CCFA an "A" rating in

its most recent watchdog report CCFA also consistently meets the standards established by the

Better Business Bureau Wise Giving Alliance.

STRATEGIES FOR CREATING AND EXECUTINGEFFECTIVE INTEGRATED MARKETING PROGRAMS

Chris FaustVP of Communications

PFS Marketwyse