Integrated Marketing
Coordinating various marketing communication channels and tools (e.g., advertising, PR, digital, events) to deliver a consistent, unified message and achieve marketing objectives.
Proficiency Level
Level 1 (Follow)
- Follows specific instructions to ensure consistency in applying key messages or brand elements across simple assigned tasks (e.g., formatting an email signature, using correct logo on a flyer).
- Understands the core message of a campaign they are supporting with basic tasks.
- Uses project management tools to track completion of assigned low-level campaign tasks.
Level 2 (Assist)
- Assists campaign managers in coordinating logistical tasks across different marketing channels (e.g., booking ad space, compiling mailing lists, scheduling social media posts).
- Helps gather performance data (e.g., website clicks, social media engagement) from various channels into a consolidated report.
- Supports the maintenance of integrated campaign calendars and timelines.
Level 3 (Apply)
- Implements specific parts of an integrated marketing campaign across one or more assigned channels (e.g., managing the social media component, coordinating email marketing).
- Ensures messaging and branding are consistent across their assigned channels and align with the overall campaign plan.
- Monitors and reports on the performance of their assigned channels against campaign goals.
Level 4 (Ensure)
- Develops and manages integrated marketing campaigns, selecting the appropriate mix of channels to reach target audiences effectively.
- Ensures synergy and consistent messaging across all campaign elements (paid, owned, earned media).
- Measures overall campaign effectiveness against defined objectives and KPIs, optimizing based on results.
Level 5 (Strategise)
- Develops the organisation's overall strategic approach to integrated marketing communications.
- Determines the optimal allocation of marketing budget and resources across various channels based on strategic goals and audience insights.
- Ensures alignment of all integrated marketing efforts with the overarching brand strategy and business objectives.