STRATEGIES FOR CREATING AND EXECUTING EFFECTIVE INTEGRATED MARKETING PROGRAMS Chris Faust VP of Communications PFS Marketwyse

Key Benefits of Integrated Marketing Greater collaboration & knowledge sharing Enhanced consistency & communications Increased productivity, decision making & speed to market Reduced costs & operational overlap Deeper alignment of vision, values and goals Speaking with “one voice” Faster feedback loop Stronger relationship with customers / partners

Case Study: CCFA Understand target audiences Understand internal structure, roles & responsibilities Form a powerful guiding coalition Understand past successes & “landmines” Develop an integrated marketing & communications mix that’s budget appropriate Consider a phased approach Create small wins Promote successes & recognize all contributors

General Timeline of Integration Started with PR Conducted communications audit Developed communications guidebook Added 64-page quarterly magazine

General Timeline of Integration Added marketing communications Annual report Brochures Fact sheets Website Events Chapter support & advertising to come

Results to Date Double-digit growth past two years CCFA distributes more than one million pieces of literature annually. CCFA's Web site receives over 100,000 visitors and over 400,000 page views each month. CCFA's membership program reaches at least 1 out of every 17 patients (vs. the Arthritis Foundation with 1 out of every 81, or the Juvenile Diabetes Research Foundation with 1 out of every 432). CCFA has experienced a 34% increase in membership since Nearly 37% of U.S. gastroenterologists are CCFA physician members. 82 cents of every dollar spent towards supporting mission The American Institute of Philanthropy gave CCFA an "A" rating in its most recent watchdog report CCFA also consistently meets the standards established by the Better Business Bureau Wise Giving Alliance.

STRATEGIES FOR CREATING AND EXECUTING EFFECTIVE INTEGRATED MARKETING PROGRAMS Chris Faust VP of Communications PFS Marketwyse