Integrated Marketing Campaign Blueprint

Chapter 9 | Channels, Tools and Ecosystems

Chapter 9: Integrated Campaign Blueprint

Key Takeaways - Integration amplifies impact: A consistent message across coordinated channels outperforms disconnected tactics. - Start with DPRI outcomes: Every decision should connect to measurable digital outcomes. - One content piece, four PESO types: High-value content can be adapted across owned, earned, shared, and paid media. - The Te-A-Me principle: Great campaigns have a core insight that works across all channels.

Digital PR Blueprint

This presentation provides a comprehensive framework for planning integrated campaigns.

An integrated marketing campaign is one where all marketing and PR efforts work together. Instead of separate plans for social media and PR, you have one connected plan. This ensures your audience hears a consistent message everywhere, building recognition and trust.

The Campaign Blueprint

A Simple Blueprint for an Integrated Campaign

  1. Set a Clear Goal: Define exactly what you want to achieve (e.g., 1,000 sign-ups).
  2. Know Your Audience: Be specific about who you are reaching and where they spend time.
  3. Craft Your Key Message: Create a single, powerful idea to communicate.
  4. Choose Your Channels: Map your tactics across the PESO model.
  5. Create and Repurpose Content: Adapt a central piece of content for different platforms.
  6. Set a Timeline: Define the key phases of the campaign.
  7. Measure Your Results: Track progress against your initial goals.

One-Page Campaign Brief Template

Use this structure to outline your campaign: - Campaign Name and Objective - Target Audience and Key Message - Core Content (Owned) - Earned Media Angle - Shared Media Hook - Paid Media Target - Primary KPI and Timeline

Chapter 9 Toolkit: Building Your Blueprint

Exercise: PESO Integration Mapping

For a fictional product launch, map how one piece of owned content (like a research report) becomes earned media, shared social content, and paid ads. Define which of the 22 digital terms you will track for each element.

DPRI CONNECTION

In an integrated campaign, each PR activity should produce multiple digital outcomes. Integration ensures that earned media does not happen in a vacuum but is amplified by all other channels to drive measurable business results.

Next: The final step in integration is the hub. Chapter 10 explores how your website functions as the operational center for all your Digital PR activities.