In Focus | Campaign Marketing

Early on in his race for Florida state representative, Clint Barras had to sit down and “have a heart-to-heart” with his campaign manager, a “print” person who had a rather traditional notion of how to run a campaign. “Look I graduated in IMC [Integrated Marketing Communications], and there’s no way I’m going to put all our budget into mail,” Barras said. “Because if I lost, I would forever kick myself that I didn’t apply all the knowledge I learned.” Instead, Barras is spending more than half of his budget on digital advertising. Here, he talks with IMC Faculty Director Wendy Zajack about how today’s campaign advertising—think everything from yard signs to state-of-the-art videos—is an example of truly “integrated” communications.  [Editor’s Note: Georgetown does not endorse candidates for political office.]