Development of an Integrated Marketing Communication Strategy

This document discusses the development of an integrated marketing communication strategy for a low-volume resort. It explores various marketing channels and their contribution to communication objectives. The document also highlights the importance of integrating marketing channels to add value. It critically evaluates an integrated marketing communications plan in terms of communication strategy, channel choice, and creative content. Additionally, it provides insights into designing communication objectives for a given hospitality organization.

Development of an
Integrated Marketing
Communication
Strategy

Table of Contents
INTRODUCTION...........................................................................................................................1
MAINBODY....................................................................................................................................1
TASK 1............................................................................................................................................1
Introduction.................................................................................................................................1
Evaluation of various marketing channels and their contribution in attainment of
communication objectives...........................................................................................................1
Integration of marketing channels of communication to add value............................................3
Critically evaluate an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content.........................................................4
Conclusion..................................................................................................................................5
TASK B...........................................................................................................................................6
Design communication objectives for a given hospitality organisation.....................................6
Provide justifications for the selection and integration of communications channels chosen....7
The integrated marketing communications plan that effectively meets communication
objectives for the resort...............................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
The concept of integrated marketing, marketing, simply put, is defined as the process of
integrating various advertising tools and channels, and does it in an organized way and offers its
customers smoother information across all communication channels. The goal of an integrated
marketing communications system is to ensure that all forms of communication and messages
are connected to each other. This report is based on the communication strategy that will be used
in low-volume resort. The resort was selected for this report, in a Mount Ephraim, a resort
located in a town that was a rural area in the UK, in recreational areas, surrounded by greenery,
and provides wedding service facilities close to residential properties (Zhao and et. al., 2021).
The hotel offers free self parking, daily housekeeping, weeding services and a luggage storage.
The report includes an assessment of the marketing channels that will serve the institution and its
role in achieving communication goals. In addition, this paper will present a link between the
goals and objectives of a comprehensive marketing communication plan. The integrated
marketing communications system was tested in terms of communication strategy, select channel
and creative content.
MAINBODY
TASK 1
Introduction
Mount Ephraim Resort, can take advantage of all available marketing channels to leverage
the market in a sustainable business model, and will be more competitive than its competitors.
Marketing is an important part of enterprise management of the day to make sure that consumers
are aware of their conscious awareness. Therefore, after testing and evaluating various marketing
channels and how they convey the purpose of Mount Ephraim Resort was also discussed
(López-Tenorio and Romero, 2020). In addition, compliance tracking also shows the ability to
analyze research for hospitals that have a communication strategy regarding channel selection
and creative content.
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Evaluation of various marketing channels and their contribution in attainment of communication
objectives
The Hospitality businesses use a number of marketing channels to communicate with their
customers and achieve their marketing goals. The main reason for this is multiple marketing
channels is to attract different form of people based on their age, incomes, and cultures. The
classification of marketing channels plays an important role in ensuring that communication
goals are achieved. The marketing channels that will be used by the Mount Ephraim Resort is
based on the center needs to obtain communication of the following purposes:
A social media marketing:
In this marketing channel uses different social networking platforms such as Twitter,
Facebook, Instagram, Reedit and much, much more to communicate with customers and promote
the products or services offered by the company. The most important role of social media
channels in communication strategies for building relationships with consumers. In the respect of
the Mount Ephraim resorts believe that they can build an ethical relationship with their
customers through direct contact with the consumer. In addition, companies can gain
transparency by providing consumers with information about their business activities (Eze,
Chinedu-Eze and Bello, 2020). As for the establishment, sustainability, which is one of the most
critical issues related to the hotel business, can be stimulated by providing consumers with
information about the sustainability practices adopted by the company, through social media
platforms. Social media marketing helps in the right place to keep in touch with our CSR
initiatives that have been launched at the Resort, and answer questions about various queries on a
personal level.
Merits
One of the most effective ways to use this marketing channel in the world is to find a
communication goal, that is, in an area to communicate directly with consumers at a high
professional level. In addition, social media content, such as custom images (cgi), gives the
company the right to have vivid and authentic conversations with the consumer. This is not only
the ability of a company to share information, but also to build relationships with the client
through a well-honed dialogue and without the power of the business.
Demerit
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The use of social networks is a sales channel, as an important communication channel
provides many effects, including a lower rate of return in the investment market. And social
media channels don't produce immediate results when it comes to communication and
development. The worst thing that can affect Ephraim's mountain land and the communication
goals that will be used in the media as a marketing channel is what these forums express by
default (Gabbianelli and Pencarelli, 2020). A negative social media post attracts a large amount
of negative advertising for the company, which can increase the risk of unwanted communication
in the mountainous area of the Mount Ephraim Resort.
E-mail Marketing
It is a marketing channel that can be used by hotel companies, for example, in the Mount
Ephraim Resort can use the email listing which they gather in form of queries form to
communicate with the consumer. This includes sending commercial e-mail messages to
customers who are part of the company's e-mail list and express their consent to receive well-
verified e-mail messages. With e-mail marketing as a channel to connect, the Mount Ephraim
Resort is able to effectively engage with a large number of consumers in a cost-effective way. In
addition, it allows the company to be careful that each customer sends information to the person
sending it based on your shopping history and travel interests (Gerritsen and Olderen, 2020).
This can help establish successful communication with the company for specific customers and
influence the sales goals that drive the company's sales. This is a marketing channel for purchase
communication purposes, as well as exposure to direct buyer action, in order to reach a specific
location, subscription, direct purchase.
Merits
The best way to use e-mail marketing as an important channel to achieve the goal of
communication is that it is very expensive. Developers will be able to use this marketing channel
to communicate with customers, such as a couple's wedding, business travelers, and others.
Demerits
The worst thing about using email marketing is the communication channel with consumers,
since most of the message will be removed by the spam filter and will not reach the consumer. In
addition, email marketing and communication via e-mail marketing are restrictions, the company
may be forced to send an official email.
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In the world of telecommunications, both are good marketing channel Mount Ephraim
Resort, as it will help them determine how to connect with a large number of consumers in an
efficient and effective way.
Integration of marketing channels of communication to add value
Integrating the various marketing channels that are used for communication helps Mount
Ephraim Resort, and the goal is to provide value to consumers by understanding the interests of
consumers and increasing the level of communication with the customer, specifically designed
for the entire customer trip. Located at the very center, it is able to make a smoother
communication experience and integrate marketing communication channels. This gives the
company valuable consumer data that will be used to create personalized messages for each
customer (Adeola, Muogboh and Fatoki, 2020). This will help not only create a space to attract
consumers, provide services according to their needs and interests, but also create trust between
the buyer, and on-site factories, offer the most efficient and effective real estate. This will help
the Resort build a loyal customer base by offering customers added value and using the media to
be effective.
Critically evaluate an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content
As a marketing and communication program that was created in order to introduce sales of
the Mount Ephraim Resort. Effective planning should be carried out by reviewing all relevant
functions. For visitors, their loved ones, as well as to increase the strength of their appearance, as
well as to combat weaknesses. But the strategy is the same for all types of audience, which has
been tested on many ways to identify strengths and weaknesses. This uses communication,
strategy, marketing, communication systems and channel selection, as well as bundled with
creative content.
Communication Strategy
An important strategy is used by Mount Ephraim Resort advertisers to better market their
clients and their interests. The resort used its limited resources in the best possible way to choose
the most effective way to interact with advertising on the site on a large scale. Thus, at Mount
Ephraim Resort, the center has introduced client-marketing tools for reliable marketing research,
research tools, and evaluation requirements for our clients. This strategy can be very useful in
small commercial products that are aimed at reducing the target people. However, the main
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marketing strategies that can limit a company's product type and damage its market expansion
plans are. Therefore, in order to expand your business faster, you should use your resources to
sell it to a wider audience (Šebestová and Šebestová, 2020). In addition, Mount Ephraim Resort's
communication strategy will focus on using the most advanced and innovative advertising
techniques applied at their favorite wedding restaurants in the first half of the year, which means
that the advantage of this strategy is more in line with the law, it is obvious that traditional
advertising does not go to the UK market. It's the same with social media ads.
Channel Selection
Mount Ephraim Resort and hospitality programs use a number of different channels
related to their products and services in the market. Communication channels that will be used
for sales and marketing, which in itself will introduce you to the development of marketing,
storage and use of active social advertising aimed at specific groups. Developing sales will help
Mount Ephraim Resort and Resort, you'll have to find out. A large number of customers who are
still young and need to make sure that the stock market is the best in business, starting from the
early days of their birmingham store. The Public relations department will promote both tourism
and maintaining a positive image of the company, and announcing them to be able to help you
achieve the goal of reaching customers to be more effective. Also, it was in a business without
digital marketing, it doesn't work at the moment, so Mount Ephraim Resort, Resort was chosen, a
digital media channel, and an interactive customer engagement channel, and focused on
customers, and this seems like a good solution, as a lot of young people in the UK market use
this media channel, and it is very popular around the world.
Creative Content
A creative strategy is created to provide a foundation or prepare a plan to start a new
advertising project or campaign. It determines not only which parts of the marketing message,
but also who needs to be released and what needs to be shown. Mount Ephraim Resort offers
important steps to take in the creative elements of your marketing strategy. To pay for the lack of
art, Resources used, marketing, and pick them up at a convenient location on the Birmingham
Street (Collins, 2020). Mount Ephraim Resort is located in a good location, with the launch of a
unique space to help them deliver customers to their destination. Unique marketing and sales can
lead to a large amount of public in connection with the product. In addition, create a content
strategy for Mount Ephraim Resort in Birmingham, with plans to update the logo and corporate
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identity that is in harmony with target group. This can affect the identification of a significant
market segment using the product.
Conclusion
Thus, from the above section which shows how Mount Ephraim Resort develops a
marketing strategy for its new locations, evaluates and analyzes all available marketing channels.
In the above case, you should not use the marketing and communication strategies of Mount
Ephraim Resort, given the three elements that rely on the choice of communication channel and
communication strategy for creating creative content for effective marketing and public
engagement for their products and services in their respective territories.
TASK B
Design communication objectives for a given hospitality organisation
Marketing and communication goals, which allows resort to create an integrated marketing
campaign to increase the effectiveness of the Mount Ephraim Resort, expand its functionality,
use appropriate channels, with the main goals of marketing and communication strategy are as-
Notifying the visitors about the opening of the two weeding venue on the international level
One of the main goals of the project is communication, the goal is to expand knowledge
about the future placed in a new location. It is the marketing communications system that will do
everything possible to make sure that there will be a lot of mistakes in the store in the next few
days. In order to promote new products, special discounts in marketing and advertise to
customers by offering for the first time, it will allow you to hold a competition for Mount
Ephraim Resort in accordance with the competition.
Detailed information
A crucial role in marketing communication, the system was used to advertise products
and services that can be offered by Mount Ephraim Resort (Nankali and et. al., 2020). Therefore,
in a marketing communications system, the main task is to inform the consumer that there is a
reporting system, as well as an effective marketing system to attract new customers to the
products or services offered.
In order to raise awareness about the wedding venue
Mount Ephraim Resort is the main problem on the market. This is due to the unprecedented
confusion that is being compared to major industrial companies such as the InterContinental
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Hotel Savoy hotel and Hilton. Tourism awareness and increasing chances of a local market being
known as a resort area in the UK. This can be achieved through marketing and communication
systems by adopting a quality assurance system
Provide justifications for the selection and integration of communications channels chosen
As a marketing and communication program that was created to launch the new Hythrop
Park and Resort program through the new digital media. In order to increase brand awareness in
the Asia-Pacific region, it is necessary to choose a communication channel for social media
marketing and SEO (Holmes, 2020). The reason for this is the use of telecommunications
marketing (channel, i.e. drive in the mountainous country of Ephraim, and resort to it to interact
effectively with the product, tools and resources of the Center, and at a lower cost. With the
spread of the Internet and its distribution, a profitable marketing campaign has emerged.
Promotion and image creation on the Internet can be divided into two categories, one of which is
aimed at using a search engine that provides convenient online product availability, and in
addition to the corresponding search results. Part of advertising in Social media, including
advertising in social networks. The product is controlled by social media platforms for
advertising and announcements, the time of their arrival in England. Assuming this record can be
used to determine the expected sales of a new region in the first place.
The main advantage of online advertising is the ability to target ads based on targeted
profiles and experience from the past, that is, to do much more online advertising than their
offline counterparts. The reason for the growing number of e-mail marketing is the choice of
consumer opinion, that is, through this marketing channel, with the appropriate domain, you will
be able to interact with personalized offers prepared for each client, maximizing the client's
rapprochement for repeated visits. In addition, the ships will be in contact with the customer to
resolve any issues and future owners of Sydney (Singarimbun and Karlinah, 2020). The reason
for using content, marketing on social networks and on the company's website is to create an
image of the British brand, and it is these channels that offer the consumer a first look at the
factory.
The integrated marketing communications plan that effectively meets communication objectives
for the resort
Background:
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Mount Ephraim, a British Surface Resort, the company is located in the city, and provides
wedding services, as well as daily home, parking, and travel services to clients. It is very
important for the company to use existing communication skills such as email marketing, social
media marketing, and improve your SEO marketing efforts and expand communication
technologies to ensure that communication goals are met, now in the US in
Integrated marketing communication plan goal
 Expand product knowledge with foreigners in developed countries, Asian countries,
 Channels that were selected for social media marketing and SEO purposes.
 Encourage consumers to return.
 Channels that were selected for marketing purposes, e-mail and chatbots
 Improve the brand's image as a symbol of British values.
 Marketing channel for content marketing.
Understanding target audience
Knowing the target audience is the first step in creating a Mount Ephraim Resort that is
the best in marketing and communication programs (Hotels and Anthropomorphic, 2021). This
section is devoted to analyzing the consumer's personality and past sales, as well as marketing
data (currency rates included in prices, etc.), if the total size of the lead, as well as customers is
small.
IMC Component:
Social Media Marketing:
The company will need to leverage its Facebook social media accounts and expand the
presence of multilingual social media platforms to reach an external audience in Asia. In
addition, companies will be required to work with local tourism leaders, connect factory facilities
to the recipient.
SEARCH ENGINE OPTIMIZATION
Mount Ephraim resort is located in the United Kingdom, which should use search engine
marketing to raise awareness of products in a foreign country.
Email marketing
This process involves using email marketing to communicate with existing customers and
inform them about the degree of influence on their decisions about the company's ratings.
Chatbot:
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This technology helps Mount Ephraim Resort for maintaining constant communication
with potential and existing customers, be able to attract and retain customers.
Content Marketing:
Develop content marketing capabilities that will help you have powerful transportation
companies at any moment of power and create a brand friendly brand (Beede, 2020). It involves
using digital platforms, social media, and a website to create a liquid product of British origin.
Budget:
The budget for this along with several programs, pays no income tax, financial, as the
main investment is to build a digital presence for foreign clients, as well as hiring content writers
to have any problems with products, and interact with influential people. The total budget of this
program is 4 million euros.
Time:
The period of time required for this program is a two-year period.
Tactics:
The main strategy of this plan is to collaborate with local leaders and create a global
market system for foreign buyers, but the link to the image is of British origin. Also, focus on the
individual communication strategy of the program.
Implementation and monitoring
The system will be used and managed by digital marketing teams, a team that is not
focused on social media, content marketing, e-mail and SEO. The plan should be regulated by
the relevant KPIs for digital marketing.
Measurement:
Measure the effectiveness of global social media pages to attract foreign investors, and
discover all online investment opportunities in all regions. Measuring SEO performance in
Google analytics. With the growing adoption of e-offers, its discounts are an important factor
used to measure the effectiveness and effectiveness of e-mail marketing, consumer behavior
(Popescu, 2020). For content marketing, this is a norm that is filled with the number of actions,
and a lead is generated on each post.
CONCLUSION
The above study states that marketing communications is about getting people to know
about products, as well as giving them products and getting them to buy their products and
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services. In this process, it helps potential customers understand the benefits and prices offered
by the company, products or services, and at the same time creates customer trust and confidence
in the drug's trust and confidence, and thereby strengthens the relationship between the customer
and the product. The report goes on to detail the purpose of marketing, communication, and
marketing communication strategies to create well-planned marketing and communications for
the company.
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REFERENCES
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Marketing. Emerald Publishing Limited.
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Communication Tools. In Principles and Practices of Small-Scale Sport Event
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Collins, S.M., 2020. Social Dialogic Listening: Connecting Marketing Activity to
Strategy (Doctoral dissertation, The University of North Carolina at Charlotte).
Eze, S.C., Chinedu-Eze, V.C. and Bello, A.O., 2020. Some antecedent factors that shape SMEs
adoption of social media marketing applications: a hybrid approach. Journal of Science
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Gabbianelli, L. and Pencarelli, T., 2020. Exploring some marketing practices in management
consulting firms: evidence from small service firms in Italy. The TQM Journal.
Gbadamosi, A., 2020. Buyer behaviour in the 21st century. Entrepreneurship Marketing:
Principles and Practice of SME Marketing, p.72.
Gerritsen, D. and Olderen, R.V., 2020. Events and marketing communication. Events as a
strategic marketing tool, (Ed. 2), pp.67-87.
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Management and Business, 2, p.117.
Hotels, A. and Anthropomorphic, A.I., 2021. Developing Digital Marketing. Artificial
intelligence (AI), 125, p.127.
López-Tenorio, P.J. and Romero, J., 2020. Investors’ response to advertising: the role of
media. Journal of Marketing Management, 36(15-16), pp.1505-1526.
Nankali, A., and et. al., 2020. Introduction. Beyond Multi-channel Marketing, Emerald
Publishing Limited, Bingley, pp.243-245.
Popescu, C.A., 2020. Chatbots as Marketing Communication Tool. FAIMA Business &
Management Journal, 8(3), pp.62-75.
Šebestová, J. and Šebestová, D., 2020. Consumer Behaviour and Private Donations: The Effect
of Marketing Communication and the Reputation of Non-profit Organisations.
In Perspectives on Consumer Behaviour (pp. 319-338). Springer, Cham.
Singarimbun, K. and Karlinah, S., 2020. Strategic Marketing in Indonesian Radio Companies:
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Zhao, L., and et. al., 2021. Data Architecture of Monitoring Platform for Marketing Operation
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