From the Amelia Island Agency Summit session,"Integrated Marketing: How to Make It Work," with Alison Kennedy.

Editor's note: Nextel's Ted Moon was unable to attend. Alison Kennedy led this session.

One of the biggest challenges of integrated marketing is determining how to incorporate just the right amount of diverse media. An example of the right combination is Sprint/Nextel's cutting-edge campaign to keep mothers engaged.

The carrier worked with Scripps to develop an integrated program that would meet their TV, mobile and online objectives. They sought to encourage mobile mothers to interact with the Sprint/Nextel brand beyond just making phone calls.

The result was a holiday program that created a grocery list page on users' cell phones. The list featured hard-coded tabs on 1,200 specific recipes that were available to be sent to their grocery list. The program enabled mothers to have a specified grocery list in hand while grocery shopping. Due to its success, the program was renewed for 2006.

In this podcast, the two masterminds behind the program will walk you through details of the strategy, execution, visual and measurement components.

Note: Our podcast theme was written by Derek K. Miller. Visit him online at penmachine.com.

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Speaker(s): Alison Kennedy, director of NY interactive sales, Scripps Networks

Format: 33:50, 11.7 MB, MP3