Development of an Integrated Marketing Communication Strategy

This document discusses the development of an integrated marketing communication strategy for Hythrop Park Resort. It analyzes various marketing channels and their communication objectives. It also critically assesses a combined marketing communications plan in terms of communication strategy, channel selection, and creative content.

Development of an
Integrated Marketing
Communication
Strategy

Table of Contents
INTRODUCTION...........................................................................................................................1
PART A...........................................................................................................................................1
Introduction.................................................................................................................................1
TASK 1............................................................................................................................................1
P1.Analyses the various channel of the marketing and in what way they serve communication
objectives....................................................................................................................................1
TASK 4............................................................................................................................................4
P5 Censoriously assess an combined marketing communications plan in context to the
strategy of communication, selection of the channel and the creative content...........................4
Conclusion..................................................................................................................................6
PART B............................................................................................................................................6
TASK 2............................................................................................................................................6
Introduction.................................................................................................................................6
P2 Scheme communiqué substances for a assumed hospitality organizational state..................6
P3 Make available explanations for the variety and addition of communications channels
chosen..........................................................................................................................................7
TASK 3............................................................................................................................................8
P4 Generate an integrated marketing plan of communication which is best efficient in
fulfilling the communication purpose of Hythrop Park Resort...................................................8
Conclusion..................................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is an important aspect in any hospitality business as it assist the business in
communicating with the targeted customer. So it has become crucial for business to know about
the communication strategy which business would use in to commercialise the product and
service in the market. Hythrop Park Resort is countryside restaurant with historic touch wedding
venues which are managed by the event manager. Moreover, Hythrop Park Resort also providing
the accommodation facilities that one can avail with the weddings or even with their informal
visit (Nozdreva and Churakova, 2021). Therefore, following report is prepared to develop
understanding about the marketing communication and techniques used within the Hythrop Park
Resort.
PART A
Introduction
Hythrop Park Resort should use all marketing channels at their disposal in order to gain the
competitive advantage, operate the market with a viable business model, and have a competition
advantage over their competitors. Marketing is an important aspect the business activities of the
company today, ensure that consumers are aware of their awareness. A range of different
marketing channels was used. Therefore, following assessment presents and evaluate the various
integrated channels used in order to achieve the communication strategy goals of Hythrop Park
Resort were discussed too. Moreover, following part also outline the ability to analyse hospital
case study involving communication strategy regarding to the channel choice and creative
content.
TASK 1
P1.Analyses the various channel of the marketing and in what way they serve communication
objectives.
Being as Event manager at Hytrop Park Resort which one of the luxurious countryside resort in
UK one of the most important reasonability is to access the different ways by which the resort
can involve in the marketing communication with motive to encourage its product and service in
the market which reach or attract the large customer in a short time (Ma, 2021). However, it is
also responsibility to assess the different types of communication channel and determine the
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methods in which they aid as the message mix for the objective of the resort. It is a technique of
reaching prospectus with goods and services, including the sales procedure and bringing them to
the consumer in a timely manner so that a company can now use supplementary than one type of
marketing channels depending on the customer nature and regional needs.
The variety of the channel of the marketing used by Hythrop, as well as the buyer views
of the resort. Furthermore, different marketing media differ in their relative strengths and
weaknesses according to the precise aim of the marketing plan. Therefore, it is overbearing that
resort evaluate the stronger and weaker point to them. (Okumus, and et. al, 2020). The foremost
aim if these channel of communication is to appeal the consideration of the customers of the
company, to attract the brand, products or services of the company, to develop the attention amid
them to stab the products or services of the brand, to convince or convince the customers that
they need it. Creating an option to purchase the company’s products or services and lastly
executing measures to turn prospectus into end customers. Various marketing channel for
Hythrop Park Resort are as following-
Print the media Newspapers
Newspaper use has declined sharply in the last few decades, nevertheless, newspapers are
still popular. In certain groups of people, especially the elderly. Also, this method of marketing is
not very expensive (Pisicchio and Toaldo, 2020). So, Hythrop Park Resort can use this marketing
channel to access specific market statistics. Magazines
Like newspapers, stock markets and, as a result, their popularity has diminished very much.
However, they still have established customer bases, because many of the target audience of
Hythrop Park Resort are still using this source hence, Hythrop Park Resort can be achieved by
choosing this marketing channel. And, a lot Magazines switched to online formats; Therefore,
advertising in newspapers can be helpful the organization also reaches out to online media. Billboards
Bilboards were a great way to advertise themselves and their use has not diminished in
addition to the increase in many advertising sites It can be used for marketing at busy city
intersections and for large areas of great interest groups of people should be identified. Hythrop
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Park Resort can use prominent advertising boards market their advertising campaigns, introduce
new products about the two new wedding venues and increase store falls. Posters and pamphlets
Posters positioned in projecting places and brochures disseminated to the community are
still in use with many organizations advertising themselves. This is one of the common practice
advertising, particularly in local companies with imperfect resources, and when cast-off
appropriately, it will provide the most beneficial results to Hythrop Park Resort.
Telecommunications Media TV
TV commercials are the most powerful form of advertising used Hythrop Park Resort today,
because of their great ingenuity. Anyway, of course it is often the most expensive form of
advertising, especially in the highlands. Therefore, the cost of Hythrop Park Resort must be
considered before deciding to use television Ads should be used effectively as they have limited
resources.
New digital media Social media
The consumption of the Internet and the proliferation of social media platforms are a major
factor in marketing attempts to convert it into online media. There is a social media application
in the UK have risen in current years, and are expected to grow in the future. Therefore, there are
great probable for companies to take full advantage of this approach. It is possible, and expand
the scope of their markets. And, unlike traditional advertising methods, Publicity on social media
can be cast-off to target precise crowds of people With the removal of these social networks a lot
of user data, it creates More expensive than traditional advertising methods (Neves, 2020).
Therefore, social media networking is a great way to improve the business awareness and the
brand engagement with the customers. Moreover, Social media marketing is more economical
source of adverting for hospitality business as every person visit their resort has social media
networking in their device and this is quite option to reach the millions just by single post. Content marketing
Content marketing is new way of communication medium in this digital world because many
time a relevant content can generate leads for Hythrop Park Resort rather than of any endorsed
celebrity or influencer but a little content which used with the emotional marketing campaign can
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do greater job for them. Content marketing is rapid growing marketing trend which help Hythrop
Park Resort to increase their brand awareness and speak about their promotional mix more
effectively way then any before. Company website
Consumers today spend most of their daily lives online, so look for information they need
online. Therefore, Free Vendors can use their website as marketing media. The best ways to
make search engines can help attract customers searching for relevant information online will
help a company grow their customer’s base. SEO tool can be used by Hythrop Park Resort to
improve the website ranking and visibility so that website can reach to extend audience.
Public Relation
PR's role is to build a hotel's reputation and protect it from damage. Marketing and
Hythrop Park Resort hope to succeed, while managing to minimize the options of a web world.
PR in the hospitality industry can help Hythrop Park Resort business in many ways. Hotel PR
activity is a very operative advertising tool for producing visibility and perception for a personal
property orof the resort.
TASK 4
P5 Censoriously assess an combined marketing communications plan in context to the strategy
of communication, selection of the channel and the creative content
A marketing communications program was established to introduce Hythrop Park Resort
sales in Birmingham. Effective planning is done by carefully considering all the relevant
regulatory factors. It is for guests, their preferences as well improved the strength of the species
and addressed its weaknesses (Carvalho and de Sousa Paiva, 2020). However, the strategy can be
the same for all form of audience it has been tested in many respects to determine its strengths
and weaknesses. For this purpose the communication strategy of the marketing communication
system and its network selection and creative content attached to it.
Communication Strategy
A important tactic used by Hythrop Park Resort marketers is to arcade themselves
competently their consumers and interests. The Resort has used its limited resources wisely
choosing the most effective means of communicating with advertising rather than using it on a
large scale
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Sales products. Therefore, Hythrop Park Resort used a customer marketing approach advanced
resources for reliable market research and needs assessment for their customers. This strategy
can be very helpful for small commercial products, namely focus on less targeted individuals.
However, basic marketing use strategies can limit the company's product type and damage their
market expansion programs (Gonzalez, Gasco and Llopis, 2020). Therefore, in order to expand
their activities speed, they need to use their resources to market a wider audience. Moreover,
Hythrop Park Resort communication strategy focused on using the advertising ways in more
prominent and new way for launching their new wedding venues in Birmingham so in doing this
communication strategy is valid moreover, it has found that the traditional advertising has not yet
left the hospitality market of UK. Thus they are still effective for resort communication
marketing advertising.
Channel selection
The Hythrop Park Resort hospitality marketing program effectively uses a variety of
channels market by contacting their product and services. The Communication channels used by
a resort to market themselves they introduce the development of marketing, maintaining and
implementing effective public relations Ads targeted to certain groups. Sales development helps
a Hythrop Park Resort get one. A large number of customers are still young and they will ensure
a better market Stock from the start of their Birmingham store. The Department of Public
Relations will assist resort to maintain a good public image and advertising can help them to
reach goal is to reach the customer base with great success (AL-Shammari, Bandar and Shamran,
2021). Moreover, business without digital marketing is null in this modern time therefore
Hythrop Park Resort chosen one digital channel that is social media and other interactive channel
for customer engagement in order to target the customer and this seems good choice as many of
the youths population in hospitality market of UK is using this media and this platform has great
popularity across the world.
Creative content
A creative strategy is like a framework or plan prepared before the launch of a new
advertising project or campaign. It not only explains what parts of the marketing message are,
but also determines who to convey, and what tone. Hythrop Park Resort has taken important
steps to incorporate creative elements into it marketing strategy. Pay for the lack of art used in
the marketing plan Resources and take them to a convenient location in the Birmingham
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wedding venue. Hythrop Park Resort has put itself in a good position by introducing a unique
sales point, the purpose was to help them drive customers to their venues (Bonilla Quijada and
et. al., 2021). A different development sales can lead a lot to the audience associated with his
product. Also, creates content strategy for Hythrop Park Resort Birmingham plans to review its
logo and branding to suit the intended audience (ElShafei, 2020). This is possible contribute to
helping the brand capture an important segment of the market. Still, Hythrop Park Resort can use
additional digital methods in their marketing. New social media marketing strategies engage
consumers in a more integrated way also it creates the portrayal of the resort product and service
offering to the guests in those 2 wedding venues.
Conclusion
From the above conducted part, it has been discussed that Hythrop Park Resort when
forming the marketing strategy for their new venues they first need to evaluate and analyses the
available marketing channel and then create the communication marketing strategy for the
business. The above case study disused that marketing communication strategy of Hythrop Park
Resort consider the three points that is communication strategy, channel choice and the content
strategy for creating an effective marketing communication for them to attract the audience
towards their product and service across their venues.
PART B
TASK 2
Introduction
For integrated marketing process in the resort Hythrop Park Resort need to formulate the
integrated marketing communication objectives that would act as the guidelines for achieving the
goals of the communication marketing plan which will be discussed below
P2 Scheme communiqué substances for a assumed hospitality organizational state
The advertising communication purposes intended to make the integrated marketing
campaign of expand Hythrop Park Resort. The resort is successfully expanding its operations and
utilizing appropriate marketing channels The main objectives of the marketing communication
program include
Informing visitors of the upcoming Hythrop Park Resort in Birmingham,
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One of the core objective of choosing the designing the communication objective is to
inform the upcoming visitor about the new wedding venue. To promote this, special discounts on
marketing and advertising offers for first-time customers, which will provide a competition to
Hythrop Park Resort margin over its rivals.
Information
The most important role of the marketing communication program is to announce the
product and services range offered by Hythrop Park Resort. Thus, marketing communications
program performs the key function of informing the consumer that there is report venue, and an
effective marketing plan attracts new customers to products or services
Increase brand awareness
Hythrop Park Resort has a significant shortfall in the market. This is because
unparalleled ambiguity compared to industry giants like InterContinental, Savoy and Hilton.
Therefore, marketing involves enhancing the brand as part of the communication program
(Kumar, Malhotra and Srivastava, 2021). Increase awareness of the resort and increase the
chances of being recognized locally market as a notable resort in UK. This can be achieved
through marketing communication plan by promoting the quality assurance process implemented
by brand and quality
Retention of the prospectus for encouraging repeat purchase behavior
Every marketing plan is designed not only for the acquisition of new prospectus to the
brand but to retain and enhanced the repeat purchase behavior. This objective mainly focused on
the advertising aspect only.
P3 Make available explanations for the variety and addition of communications channels chosen
The marketing communications program was developed to introduce the new wedding
venue of Hythrop Park Resort uses four main communication channels in Birmingham, it
includes-
Sales promotion
Sales promotion is a way to motivate customers by offer customer’s special discounts and
coupons, i.e. usually an effective tool and brings a significant number of customers. In addition
to effective sales promotion techniques, such as customer loyalty programs is more effective for
customer engagement.
Public relations
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A hospitality sector image helps determine its success in the market. Any unfavorable
comments or rumors will greatly affect its operations and its market share. This is especially true
for such as Hythrop Park Resort aims to expand its market share to the new region (Antonova,
Ruiz-Rosa and Mendoza-Jiménez, 2021). Thus, resort needs to maintain an effective public
relations department.
Advertising
Promoting is the finest known method of marketing communications of companies use it
to increase their brand recognition and ensure that the number of customers increases
Revenue. For Hythrop Park Resort there will be advertising Marketing is the primary basis for
introducing their brand in Birmingham. Advertising by Hythrop Park Resort widely secret into
two classes Traditional media:
Customary advertising methods cast-off by Hythrop Park Resort comprises of newspaper,
advertising, television and radio advertisements and outdoor hoardings. They reach a lot of
people because they use these advertising methods. However, they do not have the method to
target ads to definite statistical groups, and It is therefore a less effectual means of advertising.
 New Digital Media:
The penetration of the internet has provided another means of the advertisement .one of
which focuses SEO, that assures flexible brand identification on online and appear above search
results for relevant probes. Additional rising latest media of promotion is social media ads
(Murad, Al-Kharabsheh and Al-Kharabsheh, 2021). One of the foremost means of the utilisation
of the Internet is to promote the among the large group easily in cost effective manner, that make
advertisement via online far off more well-organized in comparison to the existing traditional
means of advertisement.
TASK 3
P4 Generate an integrated marketing plan of communication which is best efficient in fulfilling
the communication purpose of Hythrop Park Resort
Understand target audience
Getting to know target audience closely is the paramount step in establishing the best
marketing communication system for Hythrop Park Resort. This phase involves analyzing the
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buyer's personalities, past sales and marketing data (exchange rates, sorn rates, etc.), as well as
the overall scope of target lead / customer statistics.
Set a budget plan
Finally, the manager is responsible for developing the marketing strategy / marketing
communications plan and accounting for all the steps involved in the process (Singh and
Dhankhar, 2020). To accomplish this the marketing communications plan must be in line with
the company’s budget, which includes the ideas of the company’s CFO.
Identify unique sales proposal
It is essential to accept and use strategic differences to stand alone in the company of
companies. It is important to know what sets Hythrop Park Resort apart from the competition -
the uniqueness that sets Hythrop Park Resort product or service apart from other products on the
market.
Define marketing contact methods
An important part of developing and implementing a strong marketing communication
strategy is defining strategies for creating strategies, such as sites and style. But the first step in
this process is for a company to define clear marketing goals / objectives needed to improve its
marketing system.
Channels for advertising
While marketing and advertising are important to increase brand awareness, increase
sales, and generate interest, it is often beneficial for a Hythrop Park Resort to use unique
channels or sites for advertising (Nozdreva and Churakova, 2021). Using specific channels for
the marketing of advertising products can help ensure that important information reaches the
right target audience in the best possible way.
List the key success metrics
A set of successful metrics is needed to calculate the success of Hythrop Park Resort
marketing communications effort, which can be recorded, analyzed and used to design future
optimization strategies.
Conclusion
This section has outlined the communication marketing objective and jurisdiction of the
integrated marketing communication programed for Hyhrop Park Resort along with an
appropriate marketing communication plan.
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CONCLUSION
From the above carried out study it has been concluded that the marketing communication is
about making audience or targeted segment knowingness of their services. Even so, integrated
marketing communication mix is well efficient process which supports in the getting insight of
the targeted customer advantage and offered values by a company's products or services and at
the same time builds customer loyalty and trust to the brand or company, thereby consolidation
the affiliation amid clients and resort. Following report also discussed the communication
marketing objective and marketing communication strategy to conduct well planned marketing
communication process for the company.
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REFERENCES
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Qian, J., and et. al., 2021. Progress of hotel corporate social responsibility research in terms of
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