Today's marketing executives have at their disposal a wide variety of different communications media. How then should these different media be deployed in order to achieve desired results? With examples from both the association and for-profit worlds, this session discusses methods for planning your marketing communications strategy. Learn how to select among the different media and messaging platforms to achieve the ideal mix of marketing communication vehicles. Learn how other organizations are accomplishing their marketing objectives, including event, membership and product promotion, as well as improving brand image, by utilizing the appropriate marketing tools.