News & Updates

News and Perspectives from Integrated Media Strategies

 

The brief from Smart Earth Seeds was to create an online marketing and support space for growers in Canada and elsewhere of a proprietary cultivar of camelina.  It is, in effect an online agricultural extension service for camelina.  Camelina is an oilseed that is a short-season crop suitable for the short Canadian summers and the proprietary cultivar is drought resistant as well as resistant to downy mildew, and black leg disease.  But it is not a well-known crop and the site was developed not only to market the benefits and value proposition of growing camelina, but also to provide support to farmers.

A custom-designed database and form was set up to gather information from interested farmers for grower profiles.  That information then becomes useful when addressing questions from the field and providing support to individual growers as well as for more general best practices. Integrated Media Strategies worked closely with Smart Earth Seeds to build a site that provides to registered growers a range of resources.  Registered growers are provided a username and password with which they can access the grower gateway which has:

Integrated Media Strategies works with towns, counties, state and national governments on economic development.  With so many locations to choose from, smart communications is key to promoting places as the location of choice for particular industries.  The field in which we have worked is primarily the 21st Century knowledge econonomy. These mean high-paid jobs to the winners.  The 21st Century knowledge economiy encompasses sectors such as biopharmaceuticals, renewable fuels, advanced manufacturing and healthcare - all fields where a specialized and highly-trained technical workforce is critical to sustained success and any hope of attracting multi-million dollar facilities. Marketing communications for economic development requires an ability to put together partnerships and consortia to work together on shared communications, set shared goals, and play nice - despite sometimes competing interests.

We have more than ten years of working in this field and a highly successful track record. Here are some multimillion dollar examples:

An example of the communications integration and change management facilitation provided by Integrated Media Strategies can be found in services provided to the Smithfield-Selma Chamber of Business.  The chamber is the largest chamber of commerce for the region south of Raleigh, NC and the Research Triangle.  It is a member-based organization with a small staff representing about 600 businesses in the region. 

The chamber wanted to integrate social media and content marketing into their communications processes. Their goals were to more effectively communicate with their members, better represent the interests of the business community, raise the visibility of the organization and its members, and grow its membership base.

 

b2ap3 large A A CAbbreviations and acronyms make our lives easier by packing a series of concepts or processes into a suitcase that is then easier to manage - but only if you know the term.  If you don't, you're being handed the equivalent of a communications dead weight.  Since much of the work we do is helping organizations and small businesses with communications change management and implementing communications programs internally, we watch our language.  Usually the concepts are easy to grasp once you understand the terminology, and at that point the abbreviations or acronym become a useful shortcut. Included in the table below are also some social media acronyms suggested by readers of this blog that have been prompted by Twitter's 140-character limit to pack more into that compressed method of messaging.  Click on the Read More for a table of acronyms and abbreviations and their explanation.

 

 

Canadian Maple LeafIntegrated Media Strategies provided specialist services to GDP Global for a contract to the Canadian Government's Department of Foreign Affairs, Trade and Development (DFATD) to review and make recommendations to improve direct foreign investment in Canada. The centerpiece of their marketing is a biennially-produced flagship publication, a coffee-table print document running to more than 70 pages. Integrated Media Strategies provided recommendations on how the DFATD could make their digital marketing more effective, using the publication as a point of departure. Because digital marketing is delivered online, we looked at a range of factors that included:

  • Web delivery of the document, which is PDF-based
  • The Invest in Canada website
  • Online approaches by competitor countries and U.S. states
  • Process and workflow implications for producing content, including the current print document versus digital, online content

 

b2ap3 large 20 social media iconsMany organizations which Integrated Media Strategies has helped know they need a plan to get set up their social media, but aren't sure where to start, or even why, other than everybody else seems to be doing it.  Social media for B2B makes good business sense, particularly when allied with content marketing. Content marketing is a marketing approach that uses the online content for marketing and social media provides a powerful mechanism for distribution and discovery that extends the visibility of your website.  It can also be highly cost-effective.

But many companies and organizations, both large and small, don’t know where to start when trying to build a social media presence.  Assisting organizations set up and successfully manage the content workflows for effective social media use is something Integrated Media Strategies does. Here are some pointers.

 

 

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