THIS PORTFOLIO WAS CREATED TO EXHIBIT MY THOROUGH UNDERSTANDING OF CONSISTENT, COHESIVE, AND INCLUSIVE MESSAGING IN THE PROFESSIONAL INDUSTRY. THIS COLLECTION OF IMC ARTIFACTS VALIDATES MY APTITUDE FOR SUCCESS AS A CREATIVE DIRECTOR FOR A VARIETY OF DIGITAL COMMUNICATIONS. PROFESSIONAL COMMUNICATION HAS BECOME MORE COMPLEX THAN EVER BEFORE. LOOKING BACK ABOUT 30 YEARS AGO, BRANDS COMMUNICATED THEIR VALUES, GOALS, AND NEW OFFERINGS THROUGH PRINT ADS AND TELEVISION COMMERCIALS. NOW THAT THE INTERNET IS MORE PROMINENT THAN EVER BEFORE, PRACTITIONERS ARE USING IMC TO CAPTURE THE AUDIENCE AND COMMUNICATE EFFECTIVELY, CONSISTENTLY, AND INCLUSIVELY. INTEGRATED MARKETING COMMUNICATIONS IS DEFINED AS, “A STRATEGY FOR DELIVERING A UNIFIED MESSAGE ACROSS ALL THE MARKETING CHANNELS YOUR BRAND USES. IT PROVIDES CONSISTENCY WHEREVER CUSTOMERS CHOOSE TO INTERACT WITH A COMPANY” (MARKETO, 2020, PARA 3). INTEGRATED MARKETING COMMUNICATION IS DEMONSTRATED THROUGHOUT MY PORTFOLIO BY USING ALL AVAILABLE MEDIA PLATFORMS TO COMMUNICATE IN A COHESIVE, STRATEGIC MANNER. THE ARTIFACTS INCLUDED REPRESENT IMC PRACTICES BECAUSE THEY SHOW MY UNDERSTANDING OF ALL IMC THEORIES AND HOW TO COMMUNICATE THOSE THEORIES IN ACTION. BY INCLUDING ARTIFACTS THAT COMMUNICATE A STRATEGIC MESSAGE, I CAN CONNECT TO THE MARKET CONSISTENTLY, EFFECTIVELY, AND INCLUSIVELY. COMMUNICATION REPRESENTS DIFFERENT MEANINGS TO DIVERSE AUDIENCES, SO WE NEED TO TAKE INTO CONSIDERATION OUR AUDIENCE, THE GOAL OF OUR COMMUNICATIONS, AND THE RHETORIC WE USE TO GIVE MEANING TO OUR COMMUNICATIONS. “RHETORIC REFERS TO THE STUDY AND USES OF WRITTEN, SPOKEN, AND VISUAL LANGUAGE. IT INVESTIGATES HOW LANGUAGE IS USED TO ORGANIZE AND MAINTAIN SOCIAL GROUPS, CONSTRUCT MEANINGS AND IDENTITIES, COORDINATE BEHAVIOR, MEDIATE POWER, PRODUCE CHANGE, AND CREATE KNOWLEDGE” (WHAT IS RHETORIC?, N.D.). VISUAL RHETORIC IS THE USE OF SYMBOLS THAT ARE NON-VERBAL TO GENERATE MEANING TO OUR COMMUNICATIONS AND PERSUADE. I CAN CAPTURE MY INTENDED AUDIENCE THROUGH THE USE OF WORDS BY APPLYING RHETORIC. BY APPLYING VISUAL RHETORIC, THE USE NON-VERBAL SYMBOLISM GIVES MEANING TO MY COMMUNICATION AND PERSUADES. INTEGRATED MARKETING IS USING ALL MEDIA VEHICLES AVAILABLE TO REACH YOUR TARGET AUDIENCE IN AN EFFECTIVE WAY. BY INCLUDING THESE ARTIFACTS INTO MY PORTFOLIO, I AM SKILLED TO COMMUNICATE MY UNDERSTANDING OF THE USE OF IMC.
