Integrated Marketing Communication

This presentation discusses the concept of integrated marketing communication (IMC) and its application in the hospitality industry, using Low Wood Bay Resort & Spa as a case study. It covers topics such as communication objectives, selection of communication channels, and the role of IMC plan in meeting communication objectives.

INTEGRATED MARKETING
COMMUNICATION

Table of Content
 Introduction
 Communication objective
 Selection and integration of the
communication channel
 IMC plan to meet communication
objectives
 Conclusion
 References

Introduction
Integrated marketing communication strategy helps the
organization to communicate their products and services with
customers to attract them to maximise their interest which force
them to use such services or products (Camilleri, 2018). This
presentation based on Low Wood Bay Resort & Spa which is
UK based and it covers the topic such as communication
objectives, selection of communication channel and how IMC
plan helps in meeting communication objective of resort.

Proposed communication
objectives
There are several objectives of communication because it helps
the hospitality organization such as Low Wood Bay Resort
and Spa to achieve business goals & objectives. Some of
them are as follow:
 Brand awareness
 Increase overall demand of services
 Effective leadership

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Brand awareness: In order to make their brand popular among
the visitors or guest, they need to follow digital marketing
strategy which helps in generating demand through
increasing brand awareness.

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Increase overall demand of services: One of the main
objectives of resort is to maximise the overall demand which
helps in increasing the popularity of their services. Demand
should be created by using appropriate techniques such as
Low Wood Bay Resort and Spa offer high quality services to
make their guest experience valuable.

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Effective leadership: In context of Resort, effective leadership
should be the proposed communication objectives where
managers should have such skills which help them to make
sound decisions to get success.

Selection and integration of the
communication channel
Broadcast media communication: It is a mass communication path
that relates to visual / voice information for use on a range of sites
(Valos and et.al., 2018). Broadcasting firms produce original
programming or buy licenses to air local and regional material,
such as entertainment, music programmes, talk shows, movies and
commercials.
Mobile communication channel: It can be used where a confidential
or more complicated message has to be transmitted to a person or a
small community.

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Personal communication: It is the face to face communication
channel where staff of resort directly communicate with the
guest and tell them about their hospitality.
It has been justified that, Low Wood Bay Resort and Spa should
adopt broadcast media communication channel to target their
audience. Through promoting their services and staff
efficiency by this medium helps the organization to achieve
their goals and objectives along with provide success.

IMC Plan to meets communication
objectives
With the help of integrated marketing communications (IMC) plan,
hospitality organization able to meet communication objectives
such as improving profitability, increase employee’s efficiency
and make their brand popular among the market.
 Effective promotional strategy:
 Sales promotions
 Social media marketing
 Public relations

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 Sales promotions: This strategy helps the managers of Low
Wood Bay Resort and Spa to meet communication objectives
of resort (Zahra, 2018).
 Effective promotional strategy: Hospitality organizations
should follow effective marketing or promotional strategy
which further beneficial in targeting audience who maximise
the demand as well as profitability.

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 Social media marketing: It is one of the most usable
marketing strategies which help the organization to
increase their products and services demand.
 Public relations: In order to get growth in the market,
public relation is essential to develop and it will be done by
the Low Wood Bay Resort and Spa to make their customer
loyal or understating their need regarding services.

Conclusion
It has been observed that, every
organization should maintain some
proposed communication objectives
which helps the hospitality firm to
increase demand of their services which
they offer visitors or guest or satisfy
them.

References
 Camilleri, M. A., 2018. Integrated marketing communications.
In Travel marketing, tourism economics and the airline product (pp. 85-
103). Springer, Cham.
 Valos, M.J. and et.al., 2018. Integrating online communities within
business-to-business marketing communications: an exploratory
study. Journal of Marketing Communications. 24(5). pp.450-468.
 Zahra, I. M., 2018. Integrated Marketing Communications (IMC): The
Interdisciplinary Concept. In Promoting Interdisciplinarity in
Knowledge Generation and Problem Solving (pp. 102-123). IGI Global.

Thank You