Singapore MICE Forum – Masterclass on Integrated Communication
As part of this year’s 2017 Singapore MICE Forum, Felicity was commissioned by SACEOS to write and deliver a one-day masterclass on integrated marketing communications for the travel, tourism and business events industry.
Deliverables for the workshop included:
- What is IMC?
- What is the benefit?
- What are the latest trends in marketing?
- How to write an integrated communications plan?
- Measurement and evaluation
- The system and tools of IMC
Ten Singapore-based events professionals attended the interactive workshop, covering how to get more value from marketing communications strategies.
Key insights of the day centred on the way practitioners are the translators to the power of communications, asked to cut through more noise than ever before; a successful communication strategy is vital to better the brand experience for the audience; and, monitoring and evaluation are integral to providing ROI and “meeting clients where they are”, legitimising communications as an necessity in an organisation.
An attendee later shared, “I’d just like to say thank you for the amazing masterclass and leaving a lot for us to think about. There really is no one method that fits all. Instead, it’s a constant work to find out what works and what doesn’t, and just keep doing and practising.”
