Creative Briefs
Clear direction that turns an idea into focused creative work.
Branding Every Story into a Message
“Good IMC is delivering the right message, to the right audience, at the right time.”
Steve Shaner
Welcome to ImageMarCom.com! This blog site is a culmination of my years of integrated marketing communication services. Much of what you will read and learn here has been gleaned from my education, training, research, and professional experience.
As defined by the American Association of Advertising Agencies, integrated marketing communications, “recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines and combines them to provide clarity, consistency and maximum communication impact.”
Integrated Marketing Communication is an approach to achieving the objectives of a marketing campaign, through a well-coordinated use of different promotional methods that are intended to reinforce each other.
I believe that the following content of these blog posts can help you strategize, create and implement better integrated marketing communications practices for the ultimate purpose of selling more stuff (goods and services) and making more money.
Check the IMC Blog
Latest Posts
That’s not my Job!
No matter how much you make, you still need to work hard, honor your commitments, and do what you agreed...…
Read More ➔The Job I Lost that Changed My Life
At more money than I had ever made before, I thought I had finally arrived. I was given the title...…
Read More ➔The Quick and Easy or the Hard and Profitable
“Success in sales is as simple as A-B-C,” or Always Be Closing! Those are the words from the movie Glen...…
Read More ➔My Professional Profile
I am a practitioner and professor of all things media and communication principles. I earned a bachelor’s degree in Mass Communication from Harding University and a master’s degree in Integrated Marketing Communications from Roosevelt University in Chicago.
I started my career in the news and advertising distribution business when I took a job at age 11, as a Paper Boy! Since then, I’ve worked in radio, television, newspapers (this time as an owner), photography, social media, direct marketing production and sales. I’ve also founded and operated two different advertising/marketing agencies.
In 1985 I founded Shaner-Barger Advertising in Little Rock, (a general creative and classic production agency that also included media placement). In 2002 I created Image Marketing & Communications, an integrated marketing communications consulting firm that specialized in print production for digital and direct marketing.
Through all of my past experience, understanding the value of storytelling has been at the forefront of my professional expertise. Even more so, storytelling is vital to marketing a message for advertising, public relations and direct sales purposes. Storytelling is simply the foundation of good marketing communications.
In 2008 I was recruited to be an assistant professor of mass communication at Harding University. For the next 12 years I taught classes and advised advertising and public relations majors before retiring in 2020. Now I’ve moved into my consulting years; writing, blogging and advising on the best practices that a lifetime of media management has taught me so I can share that with you.
“By far and away, my greatest accomplishment and satisfaction has been teaching, mentoring, and training young professionals in old school, and new media ways of integrated marketing communication.”
Steve Shaner, M.S.-IMC
How I Work
The Roles I’m Known For
My work brings together storytelling, teaching, consulting, and presentation coaching. Each role supports the same goal: helping people communicate with greater clarity and confidence.
A Professional Storyteller
A Professor
A Communications Consultant
A Speaker & Presentation Trainer
Services
I love to write and produce
Branding Guidelines
Visual and messaging standards that keep communication consistent.
PowerPoint Presentations
PR Tactics
Practical tools for media outreach, public messaging, and visibility.
Public Speaking Preparations
Coaching, presentation structure, and support before you step in front of an audience.
Decades of Experience, A Lifetime of Stories
With decades of experience in public speaking and consulting, I help individuals refine their craft and bring their ideas to life. My approach focuses on clarity, connection, and impact—helping you speak with purpose and leave your audience inspired.
Here are some of the ways I can support your growth as a speaker:
- Professional coaching for public speaking
- Marketing collateral and handouts
- Public speaking techniques
- After speech evaluations
Reach out today, and let’s take your speaking skills to the next level.
Contact Me Today
Testimonials
Tania Salgado
Marketing
Team Lead
Professor Shaner played an important role in helping me build a strong foundation for my career in the IMC industry. His guidance helped me secure my first job and approach new challenges with confidence. I am grateful for the knowledge and perspective I gained from his mentorship and consultations, which have made a significant contribution to my professional development.
Mason Burcham
Digital Content
Strategist Matmon
Steve Shaner wasn’t just my advertising professor; he is a mentor who has truly shaped my understanding of Integrated Marketing Communications. His unique ability to make everything click, combined with his passion and inspiration, has left a lasting impact on many, myself included.
Matt Tate
Executive Vice President
Capital Rivers Connect
When I first met Professor Shaner, I was aimlessly moving through my college journey. At the time, the landscape of higher education was shifting from teaching traditional print journalism to focusing on online media skills, and our university, was in a time of transition. Steve instantly and always treated me with respect, encouraged my creativity in his classroom, and offered invaluable career guidance when I needed it most—especially during a time when I was still figuring myself out.
Meredith Palmer
Agency Owner and Artist
Palmer Creative Studio
Professor Steve Shaner is a master networker with an entrepreneurial ‘why not’ attitude that opens doors and inspires bold action. Steve Shaner doesn’t just give advice—he builds confidence, connects people, and helps launch careers. He leads by example, proving that resilience, vision, and bold decision-making can change everything. He’s the kind of mentor who quietly changes lives.
Tara-Ann Dugan
Marketing Insights Lead
Meta
Steve Shaner was my professor in graduate school as I pursued an MS in Integrated Marketing Communications. Steve’s insights and highly engaging teaching style have had a lasting impact, with principles that I learned from Steve enduring throughout my career of over 20 years in CPG, Foodservice, Retail, and Tech. His dedication to developing and providing strategic counsel to marketing professionals is undeniable—he genuinely wants to see companies and others succeed.
Velvet Hall
Enterprise Project Manager Lead
ListEngage
When I look back at my college education and consider what had the most impact on my academic growth, I consistently consider Professor Shaner. His ability to seamlessly integrate real-world examples into the classroom creates an engaging, agency-like environment that fosters both creativity and critical thinking. He not only provides constructive feedback but does so with respect, encouragement, and a genuine enthusiasm that makes learning both fun and meaningful.
Nik Hiles
Manager of Marketing Strategy
Root+Beta
Steve Shaner's real-world experience and extensive education provided me with a foundational knowledge of Integrated Marketing Communication. I found this knowledge combination and his downright passion extremely valuable and applicable. Due to my time in his classes, I now work in marketing strategy with confidence and a competitive edge.
Dave Hamel
Ad Agency Creative Director
I met Steve Shaner when he was studying for his Masters; he was in the capstone course I taught. I should have known that Steve would go on to teach. He was the inquisitive one in the class, the one with new ideas, the student who led thinking among his group. It has given me great pleasure to know that Steve has carried the torch to open the world of IMC to others.
Neal Moore
Former Agency Creative Director and Marketing Consultant
Steve Shaner understands where theory and practicality meet. His work experience and academic background will be valuable for those who seek his wise counsel.” Steve believes in teaching that results in practical knowledge. His new website will be a valuable tool for students and professionals.
Dale Taylor
Agape Asia Network
Executive Director
Steve Shaner's knack for storytelling and branding have been a huge blessing to our organization. His expertise led us to a new brand identity and has since helped us connect with potential donors in a fresh way.
