Integrated marketing has always been important, but even more so in the age of the internet and social media.
Last weekend’s #ImInWorkJeremy campaign demonstrated that there’s a lot you can learn about integrated marketing from campaign groups.
Health Secretary Jeremy Hunt found himself at the wrong end of a social media trend over the weekend after he suggested that the NHS had a ‘Monday to Friday culture’.
Unsurprisingly, his comments were not well received by thousands of health professionals who work weekends and long shifts.
Lauren Mullen, a trainee doctor, started the #ImInWorkJeremy selfie campaign, and it didn’t take long before thousands of medical professionals joined her in expressing their frustration at the health secretary’s comments.
Keep Our NHS Public
We are currently working with campaign group Keep Our NHS Public (KONP) to design and develop a new website, which will help them continue to gain support.
Over the weekend KONP retweeted tweets using the #ImInWorkJeremy hashtag. Encouraged people to join in. Shared news articles and useful blog posts, and encouraged people to KONP and show their support.
The privatisation of the NHS is something many people feel very strongly about. KONP’s Campaigns and Media Officer Alan Taman explained that a 360 approach to communications is vital for gaining public support.
“This demonstrates without question the critical importance of having ‘joined-up’ communications and an accompanying strategy to plan them with,” Taman said.
“It’s not about the press release any more; it’s not about the website blogs; it’s not about tweeting and Facebook posts: it’s about ALL of them. If you want to engage the public over something as important and as dear to them as the NHS, you need to take a 360 degree view of communications and craft your messages to fit. This is the NHS we’re trying to save – people need to know every way they can.”
We certainly can’t argue with any of that. Whether you are a campaign group, a charity, or a business, you cannot carry out marketing activities in isolation.
All of your social media and marketing efforts need to support each other across all marketing platforms. To get your message and brand across. Whether someone sees you on a TV advert, in a local newspaper, on social media, receives an email from you, or somewhere else.
Taking an integrated approach to marketing means that your marketing efforts are more consistent. They will work more effectively to encourage your audience to do what you want them to do.
In the case of KONP, they are encouraging people to support them and show that they don’t want the NHS to be privatised. They’re doing that by approaching all of their marketing activities with the same message.
To do that properly, you need to have a thorough understanding of your brand, and your key message. Whether that’s fighting to keep the NHS public. Providing your client’s with high-quality training that will help businesses grow. Selling indestructible dog toys. Baking and selling delicious cupcakes, or something else.
To find out more information about KONP and find out how you can show your support, visit their website.