You know Papi Shank, but do you know MoisesMNY?

Moises Morales

Though I’m a musician at heart, creating art is what I love to do — whether it’s audio, visual, physical, and/or experiential. And as Steve Jobs once said, “…the only way to do great work is to love what you do.”

As a music artist I’ve traveled the world and performed in front of thousands as Papi Shank, The Urban Latin Pop Sensation. But it’s the integrated marketing communications specialist in me that spearheaded the campaigns, which resulted in domestic and international tours, as well as mainstream radio airplay. Still, though I have over 10 years of real world experience in web and traditional marketing communications, and integrated campaigns, I wanted to broaden my horizons.

So why did I choose to get a degree in IMC?

When I decided to pursue a second degree, I knew it had to be something I love, something I’m passionate about, (and like my Music Production degree), something creative yet applicable to the business world. Communication, like music, requires creativity. Though the levels of creativity differ, it is this freedom to be expressly creative that has drawn me to Integrated Marketing Communications (IMC).

Communication is an essential part of our everyday lives. Whether personal, or business related, communication is vital to success. Just being able to speak or write effectively isn’t enough. In this visually driven society — where the amount of Instagram followers and likes can have a substantial effect on success — a picture can be worth more than a thousand words. Usually this only occurs when the design elements are married with the copy. The beautiful marriage between the graphic artist and the copywriter is one that can be found everywhere; from something small like a holiday greeting card, to the billboards in Times Square — the flashing lights may catch your attention, but it’s the emotional experience triggered by the artistic expression that stimulates the mind. This relationship between art and emotion can be applied across all communications tools — including: advertising, public relations, sales promotions, and even a simple conversation — to generate creative solutions to many problems.

Unfortunately, Baruch College doesn’t offer this specific major, so I created an IMC Ad Hoc major, which combined courses from Weissman’s Business Communication Major (with Specializations in both Corporate and Graphic Communication), and Zicklin’s Marketing Major, and can now efficiently communicate my thoughts and ideas, as well as the organizational goals of any enterprise through my comprehensive understanding of the marketing mix’s promotional tools.

What is Integrated Marketing Communications?

Different promotional methods reinforce each other, and deliver a consistent message, tone, look and feel, to achieve business objectives. Public relations creates the brand; advertising defends the brand. But, before a company attempts to market products and/or services (in order to get it to the end-user), they must create a corporate identity that supports their brand identity and improves their brand image. This begins with their logo, which must identify and distinguish their company in the marketplace, while communicating something about their company. Equally, each of us is our own brand. For me, it’s through the art of words and visual representation of my imagination, that I am granted self-expression — bringing my inner world into the outer world of concrete reality. There are many ways to see and interpret the world. Unfortunately, not many of us can communicate our perspective.

Through case study experience I’ve acquired the ability to evaluate, and then make recommendations for improving a company’s internal operational, personal, and external operational communications, based on my interpretation of the research findings. I’ve learned how PR supports organizational objectives, reputation management and brand development. And, I’m able to compliment my PR efforts with the artistic skills I developed during my graphic communication courses.

Now what.

Whether creating music or being part of a “marketing team” for another artist or company is in my future, my need to be creative, coupled with my strong sense of leadership and initiative, is why I designed the Integrated Marketing Communications Ad Hoc major, and graduated from Baruch College in January, 2016 with a 4.0 GPA.

Granted the concept of IMC is relatively new, but with this degree I’m currently pursuing new possibilities and seeking out new creative opportunities for me, in not only the music industry, but also the entire entertainment, fitness, and or tech industries — as well as in business marketing in general.

If you'd like to see some of my IMC work, visit: www.MoisesMNY.com