In today’s ever changing world of communication, the merging of traditional public relations, television, radio, mail, and print advertising with modern web marketing and social networking is as essential to effective marketing as a credit card is to retail sales. My team communicates over many different mediums to reach our diverse audience because each person has their preferred and trusted information sources. Although, some might find the multitude of available channels daunting or even frightening, I am excited at the opportunity to target our messaging and reach people with information where they are most comfortable and thus receptive to listening. We speak to the I-95 morning commuter with radio that we could never reach with daytime TV, but utilize syndicated TV to speak to the work from home parents. Whereas the senior who reads the morning paper each day studies our message carefully, the college student might not. Yet that college student might be receptive to blogs or social networks. We have found that the trick is to diversify, adapt, and execute quickly. Thus, iCan Media strives to be innovative in identifying new sources of media, while giving serious consideration to connecting source to listener.

Changing mediums call for changing messages and packaging; a message that materializes into a picture or sound in-sync with the audience’s natural rhythm will be better retained. As a young company with the, ‘best of the best’ individuals comprising the team, we combine established expertise with modern technology and thought processes to produce the novel communications and delivery that drive our success. What does this mean? Start with campaigns that fuse traditional branding with measureable direct response, sprinkle on some killer websites, add a side of social networking and top off it all off with good old fashioned public relations. Now adjust the copy/content to speak to focused ages, genders, educational and income levels. Who are we missing? Because we are passionate about the messages we choose to endorse and stringent in our due diligence, excellence is the only option.

A current media campaign that does not incorporate social networking sites, the birthplace of today’s grass root movements, is virtually archaic. Our friends, affiliates, connected partners, and linked associates comprise a major channel from which we disseminate information quickly to large volumes of people. All of our campaigns involve life changing core concepts such as, “access to health insurance for everyone” a message that is in the forefront of American politics and media; therefore, the social networks, blogs, and forum posts allow us to freely communicate and share the importance of this concept while promoting our clients products. These community meeting places are as critical to our success as plastic displays were to my great grandfather’s media company in the 1920’s and we are actively maximizing the opportunity.

-GS

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