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In Pursuit of Integrated Marketing Communications

Report from the Marketing Committee

IllustrationThe adult day service sector and NADSA are growing! Given the variety of marketing activities necessary to support this exciting growth, the Marketing Committee has identified the opportunity to develop an Integrated Marketing Communications (IMC) approach.

Integrated marketing communications refers to “a strategic marketing process specifically designed to ensure that all messaging and communication strategies are unified across all channels and are centered around the customer” (The Journal of Integrated Marketing Communications). Hallmarks of good IMC are a comprehensive, coordinated plan that includes multiple elements of marketing communications (e.g., advertising, public relations, social media, digital marketing, special events), consistent brand messaging, and relationship-building through being customer-centered. In response, the Committee has begun the process of developing a broader, integrated marketing communications approach for NADSA, and expects to be able to report on the IMC approach and next steps in the coming months. The first step in this process is to complete a marketing audit which is currently under way.

—By Terry Z. Fishler, Chair, Marketing Committee