Integrated Marketing Campaign Execution Seminar. Developed by marketers for marketers

October 7 & 8, 2020
9:00 a.m. – 11:30 a.m. ET (each day)

Member: $645
Non-member: $845


CM logo Earn 2.5 CM
CPD credits



Learn the core building blocks of a successful integrated marketing campaign execution.

In a world where an integrated marketing strategy now encompasses everything from mass to targeted 1:1 communications across a growing variety of channels, and campaigns build around a digital hub, there are a lot of pieces to keep straight. Marketers are expected to understand data and technology, remember to consider keywords for search, and execute a TV ad all at the same time. This seminar will walk through the different key considerations and elements of success you’ll need to oversee any campaign execution. Several different examples from a range of industries and non-profits will be used to demonstrate best practices and areas of opportunity, and a case study will carry through the day to showcase breakthrough digital integration and customer engagement.

You Will Learn


  • Fundamentals of the digital ecosystem and digital sales funnel
  • How to leverage data and technology as the core building blocks of your campaign
  • Landing page / microsite best practices
  • Importance of a customer journey map
  • Integrated execution essentials
  • Channel-specific execution tips (Radio, TV, OOH, Print, Social, E-Mail, Search, DM, Digital)
  • Leveraging PR to expand the idea
  • Foundation of the project brief
  • Building a Workback Schedule
  • Analytics and Optimization Considerations

You Will Benefit From:

  • Increased confidence in your ability to execute a successful integrated campaign
  • A better understanding of how all the pieces fit together
  • Hands-on approach to writing a successful brief, aligning teams around a common workback schedule, and identifying key opportunities or roadblocks
  • Insight into best practices and key considerations as you review campaign execution

Who Should Attend


  • Marketing coordinators and managers overseeing campaign design and execution
  • Agency account managers, coordinators and project managers
  • Single focus marketers seeking to understand different pieces of the marketing mix
  • Individuals looking to gain an edge on taking their marketing to the next level


Vicki WaschkowskiVicki Waschkowski
Marketing Leader, Instructor, Speaker

With over 20 years experience, Vicki brings a passion and energy to marketing, with a particular focus on all aspects of digital marketing. She started out as a co-op student in Direct Marketing and CRM while completing her Honours BBA at Wilfrid Laurier University. Since then she has grown that passion for 1:1 and digital marketing as part of an integrated marketing ecosystem, and continues to build out new opportunities to marry data, technology and creative brilliance in award-winning campaigns and proven business strategies.

Vicki grew through the ranks of account management on the agency-side at Rapp Collins, FCB, MacLaren McCann, Kenna, and The Marketing Store, driving strong acquisition and loyalty results for a number of clients across financial services, automotive, not-for-profit, retail, travel/tourism and B2B. On the client side, she has lead all Digital Marketing initiatives for Boston Pizza International, including website, app, e-commerce, social media and loyalty/CRM efforts. With the CMA, Vicki has served on the NFP Council, Vice-Chair of the Digital Marketing Council, judge for the CMA Awards, recurring Digital Marketing certification instructor, content development & instruction of the Chartered Marketer program, and lead of Integrated Marketing seminars.

Seminar Cancellation Policy

Cancellation of registration must be received in writing (e-mail is acceptable) no later than fifteen (15) business days prior to the date of the seminar in order to receive a full refund. Cancellation of registration received within fourteen (14) and four (4) business days of the seminar will be subjected to a refund, less 10% of the registration fee to meet administrative costs. No refunds or credits will be given for cancellations made three (3) business days prior to the seminar. If you registered for a seminar but are unable to attend, substitutions are welcome anytime at no extra cost.

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