Development of an Integrated Marketing Communication Strategy

This report discusses the development of an integrated marketing communication strategy for Desklib, an online library for study material with solved assignments, essays, dissertation etc. It covers the current marketing channels and communication situations, evaluation of marketing channels of communication integration, communication objectives, content marketing and social media marketing channels, and more. The report also includes SMART objectives for the company, design and production of appropriate content, and communication strategies to achieve organizational goals.

Development of an
Integrated Marketing
Communication
Strategy

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................3
Current marketing channels and communication situations along with methods used by
hospitality company................................................................................................................3
Evaluation of marketing channels of communication integration within hospitality company
in order to add value and increase resources..........................................................................4
Judgement, how marketing channels contributes in enhancing value in hospitality industry in
order to demonstrate communication objectives....................................................................5
Communication objectives for organisational situation along with justification for selection
and integration of communication channels ..........................................................................5
Content marketing and social media marketing channels .....................................................6
Justification ............................................................................................................................6
Application of communicational objectives in context to marketing communication mix and
objectives of hospitality business. .........................................................................................6
Formulation of communication objectives for company with SMART objectives .............7
Design and produce content appropriate channel along with communication objectives. ....8
Communication strategies that can be used in attaining objectives......................................9
Evaluation of integrated marketing plan in context to communication strategy and in creative
content..................................................................................................................................10
Importance of review of success of monitoring along with impact of integrated marketing
communication plan.............................................................................................................11
Recommendation to improve marketing communication plan for maximisation of revenue for
in order to successfully meet both business and communication objectives. ......................11
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Integrated marketing communication may be defined as the process which can be used in
unifying various marketing communication elements such as audience analytics, business
development principles, advertising and public relations into a brand identity which remains
same across various marketing media channels which helps in delivering unified message to
customers by using different channels in order to attract potential customers (Blakeman, 2018).
It ensures two way communication between customer and company. Customers feedbacks must
be addressed in time as rendering quality service can attract new customers. It is not only
important for business to business but also for interacting with customers. This project report is
based on Intercontinental Hotels and resorts, a British multinational hospitality company
headquartered in Denham. This project report will cover marketing channels and situations along
with tools and methods. In addition to that, it will cover how marketing channels of
communication helps in adding value in organisation along with communication objectives with
justification. At last, it will cover integrated communication plan with and strategies to achieve
organisational goals.
TASK
Current marketing channels and communication situations along with methods used by
hospitality company
Marketing channel may be refereed as media or message and media which are used by
marketers in order to interact with customers and businesses. Th core aim for marketing
communication is to stimulate customers for switching their thoughts and perception in order to
change brand, service or product. Marketing communication methods can be used in enhancing
customer relationship as well as in capturing new target customers. By personally
communication with customers, it helps in understand their needs and providing service and
product to fulfil their expectation (Bruhn and Schnebelen, 2017). There are various marketing
channels used by management of Intercontinental Hotels and Resorts so that they can recover
from impact of pandemic. The marketing channels for Intercontinental Hotels and Resorts are
discussed below.
 Digital marketing -It is one of the most effective and cheapest marketing tool used by
every business industry. Companies can run flashy and eye catching ad campaign so that

they can attract new customer base and generate more profit. By collecting data from
various sources, companies can engage with customers and can facilitate in meeting
expectation. There are various digital marketing tools which helps companies in
identifying customer needs and providing them with quality service or product to fulfil
expectation. Intercontinental Hotels and Resorts uses digital marketing as it becomes
easier to engage with larger customer base which can be difficult by using traditional
marketing method (Patti and et.al.,2017). Many customers posts wrong reviews which
lower down brand image of company.
 Social media marketing -Most of the audience are available on social media platform and
it becomes easier for company to communicate with its customers. It facilitates two way
communication between company and customer. Intercontinental Hotels and Resorts
have social media profile by which it communicates with customers by taking feedbacks
in order to create insight for better decision making. By creating engaging content, it help
company bin making aware about company's offerings and services.
 Establishing public relations -It is important for every company to maintain healthy
relation with its customers. It makes customer loyal towards company. By establishing
relation with customers it can help in elevating marketing of company by sharing
customer's experience by referrals or word of mouth (Kucukusta, Perelygina and Lam
2019).
 Direct marketing -It is one of the most common use marketing method used by many
companies in order to target customer and to fulfil organisational goals. The marketing
team of Intercontinental Hotels and Resorts sends offers and discount coupons to their
loyal customers so as to make them influence to visit hotel once.
Evaluation of marketing channels of communication integration within hospitality company in
order to add value and increase resources
The marketers of Intercontinental Hotels and Resorts integrates with all marketing channels in
order to attract customers to visit their hotels. By integration communication with customers, it
allows company in increased branding value. It will also help company in increasing customer
base by capturing potential customer by influencing them to avail their services. As social media
marketing is one of the most commonly digital platform used by both customers and companies
and it becomes easier to engage with wider range of customer. Company can promote its

products and services globally by using digital tool. In the era of digitalization, it contributes a
valuable contribution towards making company more productive and efficient. By giving quality
services, better customer support, regular client experience helps in elevating brand image of
company. Advertisement plays an important role in every industry as it makes aware people
about company's offering and services. By this, company can generate more profit by engaging
with more and more customers. So it can be said that social media platform is bets marketing
tool used by company in order to save overall operational and advertisement cost and time.
Judgement, how marketing channels contributes in enhancing value in hospitality industry in
order to demonstrate communication objectives
Communication objectives majorly focus on determining attitude of customers towards
company's image such as credibility and customer satisfaction (Wang, 2018). Social media
communication channel is most effective marketing method of Intercontinental Hotels and
resorts to communicate with customer by engaging with reviews and feedbacks. It also
facilitates in defining communication objectives to its key stakeholders.
Communication objectives for organisational situation along with justification for selection and
integration of communication channels
Communication objectives may be defined as long term goals and objectives where management
focus on intending brand value of company. It helps in determining behaviour of customer such
as number of visits and spending power. The core aim of marketing objectives of
Intercontinental Hotels and Resorts is to convince, compete and communicate so as to gain
competitive advantage in hospitality industry. In today's dynamic business world, it becomes
difficult to remain competitive due to cut throat competition.
 Compete – It helps Intercontinental Hotels and Resort in remaining compete in
hospitality industry as it offers unique customer service experience by rendering quality
services at reasonable price (Caputo, Evangelista and Russo, 2018). But by opting
effective marketing communication channels, it makes company in attracting potential
customers by offering quality service in order to generate higher profit along with
increased brand value of company.

 Convince -On this objective, company mostly rely as it influences guest to visit again by
providing quality service experience in order to make them loyal towards company. It can
be done by using digital technology and by bringing new innovative ideas in their
services which creates a sense of attention among people and they try to visit hotel once.
 Communicate -It is important to have a two way communication so that it can be
beneficial for both guest and hotel. It used digital platform such as social media platform
and company's website.
Content marketing and social media marketing channels
Social media and content marketing channels are used by marketers of Intercontinental Hotels
and Resorts in order to achieve communicational objectives and to wider horizon of brand image
of hotel. It is important to make effective and engaging marketing content which should include
all relevant and essential information about hotel for purpose for posting on social media in order
to expand customer base (Koçyiğit, 2022). It also use promotional marketing so that it can make
wider customer base and by using engaging content so more and more customer can visit.
Justification
Social media marketing is cheapest and most effective marketing method in order to reach larger
customer base along with saves overall cost. Taking feedback personally makes it complex for
company to make decision. But by collecting data from various digital platforms, it makes it
easier to create insight from collected data which can help marketers in taking effective decision.
It will help company in establishing a healthy relationship with its customers in order to make
them loyal towards company.
Application of communicational objectives in context to marketing communication mix and
objectives of hospitality business.
It has been analysed that communication objectives facilitates in effective communication
about company's brand so that it can gain competitive advantage in dynamic business
environment. It makes customer influence to avail their product or service and company can
retain by rendering better customer service experience. The marketing communication mix may
be defined as all communication tools by which marketers of Intercontinental Hotels and Resorts
uses such as email marketing, social media marketing, advertisement and direct marketing so as
to use for accomplishment of organisational goals. It is important to formulate effective

marketing strategy so that company can take advantage of it and may attain objectives effectively
and efficiently. It may include various tools which enhances effectiveness and productivity of
company along with adding value to customers which improves customer experience. By using
these tools, marketer can use for meeting communication objectives and to generate profit along
with rendering quality service (Patti and et.al., 2017). It can help company in attracting potential
customers along with existing customer. Formulation of effective strategy can help in organising
all resources which contributes in accomplishment of organisational objectives.
Formulation of communication objectives for company with SMART objectives
It is important to formulate effective marketing objectives in order to make it easier to attain
organisational goals. Due to pandemic, hospitality industry have affected strongly because of
restrictions in tour and ravelling. Government have imposed restrictions on social gatherings too
which negatively impact on Intercontinental Hotels and resorts. The main objective of hotel is to
make aware people about their services and to try their services. The objectives must fulfil all
customer demand as well as contributes in increased profitability. There are various aspects
which are needed to be consider while formulating organisational objectives. The marketing
objectives are discussed below.
 Relevant information -It is important to collect information which is viable and authentic
or will impact negatively in decision making. By collecting correct information, it can
help in better decision making and makes it easier to attain organisational goals (Juska,
2021). Along with this information, all information given on various sources such as on
social media handles and digital platforms may be correct and company should not
provide false information to customers. As company have provides all correct
information on its websites regarding cleanliness and hygiene which makes it easier for
customer in making decision whether to opt hotel or not. Marketing content must be attractive -It is important to have strong and attractive
marketing content which pushes customer to engage with. It will creates a sense of
curiosity and influences in such a manner that they visit hotel once. In order to get clarity
in objective of marketing communication, the approach of SMART objectives can be
helpful.

Specific Measurable Action Relevant Time bound
Creating better
and engaging
content
Its effectiveness
can be measured
by taking
feedback from
almost 50
responses.
It is needed to
creates 6 content
in order to attract
customers.
It can be found
helpful as it helps
management in
developing better
content.
It will take 2
months to
accomplish this
objective.
Post content It can be
measured by
creating insights
of 300 responses
based on
comments and
likes.
Management
have to post
engaging content
atleast 3 in a
month.
It is relevant to
company's goals
as it can aid in
accomplishment
of objectives.
In order to
accomplish this
objective, 2
months can be
taken into
consideration.
Design and produce content appropriate channel along with communication objectives.
By producing engaging content, it can help Intercontinental Hotels and Resorts in attracting
customer by using effective marketing mix and by achieving communication objectives .
Following are some essential aspects which are needed to be taken into consideration
 Produce engaging content -The marketers of Intercontinental Hotels and Resorts
produces customer engaging content for posting on social media by using simple
language and to make brochure including flashy and eye catching vivid images which
grabs attention of readers. For making content marketing, they uses video and GIF along
with collage images of happy customer and their testimonials which brings innovation
idea to company. All the pictures and video must cover important aspects of hotel.
 Must cover all relevant details -It is important to cover all details of hotel such as
hygiene, cleanliness and safety features so that it becomes easier for customer to choose.
It must cover an overview of all activities of company.
 Logo Modification -Logo reflects company' s brand images and plays an important role
in elevating brand value. There are various software which can help company in

modifying eye catching logo by using 3D technology and attractive font style in order to
make attractive for marketing channels. Company can use images of customer so that it
can create a sense of excitement among people for visiting hotel once.
 Tagine modification -The content must have all relevant details of company such as food,
room services, sustainable operations and hygiene activities along with positive
feedbacks of customer. By modifying taglines can help customer in understanding motto
of company and also facilitates in competing with competitors along with encouraging in
better service experience by Intercontinental Hotels and Resorts.
Communication strategies that can be used in attaining objectives
There are various communication strategies which can help company in engaging with its
existing as well as with potential customer. It can help company in accomplishing objectives
within time frame period. The communication strategy may include three key elements which are
needed to be considered such as The target, The message and The Medium. All these elements
are discussed below.
 The Message -The marketers of Intercontinental Hotels and resorts use vivid and clear
picture with clearly states message of their services. They use various sources such as
pictures, video and GIF to convey message to their customers. It can help them to make
customer customer about company's offering and in fulfilling brand objectives.
 The Target -It is important to set target audience so as to eliminate extra cost. Company
targets travellers and to people who are fond of lavish hospitality services. By targeting
right audience, it facilitates management in taking effective decision which contributes in
attainment of goals effectively and efficiently.
 The Medium -There are various marketing channels which company can use in order to
engage with customer and can convey message to targeted audience. In case of
Intercontinental Hotels and Resorts, it uses social media marketing for spreading
awareness of company's offering by running ad campaigns containing flashy and vivid
images which grabs attention of people (Blakeman, 2018). It will also help company in
gaining competitive advantage so as to generate more profit.

Evaluation of integrated marketing plan in context to communication strategy and in creative
content
It is important to formulate effective integrated marketing communication plan which can help
company in expanding customer base by using tools which enhances customer relationship.
Channel choice content is discussed below.
 Communication strategy -The marketers of Intercontinental Hotels and Resorts
formulates effective communication strategy so as to promote services which involves
company's goals along with providing way to accomplish them. It makes it easier for
company to allocate available resources in such a manner which yields higher return in
form of increased customer and enhanced brand image of company. It is important to
conduct market research so as to know about recent trends and market situation along
with its pros and cons. As trends can impact on company's operation either in positive or
negative manner. Negative impact of trends can be minimised by anticipating existing
strategy or by taking corrective measures. It facilitates in increased profitiabuility of
company along with increased customer base. Along with its positive aspects, it have
some demerits too which pushes back management of small companies to opt this option.
It includes increased operational cost and time consuming too which can affect on
company's profitability and productivity.
 Channel Choice -The marketer of Intercontinental Hotel and Resorts opt content
marketing and social media marketing for marketing communication plan so that it can
communicate with its potential and existing customers. It will help company in reaching
to target audience at low cost along with increased brand value. Along with effectiveness,
it is time consuming too as it is needed to have perfect content writer who have ability to
influence people by producing engaging content. It can be used in promotional activities
over social media platforms and on company's website (Schultz, 2018).
 Creative content -There are various professional in Intercontinental Hotels and Resorts
which produce engaging and effective content for promotion of brand. It uses marketing
mix to meet expectation of customers and by rendering quality services. Apart from
positive aspect of content, it have negative aspects too which are crucial to be taken into
consideration. It can be minimised by modifying logo and taglines which makes company
unique from competitors and elevates brand value. It is needed to have tech expert who

have knowledge about graphics and visualisation in order to make perfect logo which
suits to company. But it increases cost too as it is costly to hire tech expert. It consist a
series of chain which is needed to be followed for making changes in company's logo and
modification in tagline. Training is needed to be provided so that company can use digital
channels effectively.
Importance of review of success of monitoring along with impact of integrated marketing
communication plan
There are various tools which can be used to evaluate performance of Intercontinental Hotels
and Resorts such as KPI and benchmarking. It can be used to assess performance of company so
that it can take corrective measures for promoting growth of company. It set ups standards and
then compares actual performance with actual results in order to evaluate performance. It is
important to measure effectiveness of resources so that action could be taken to improve
performance. It can be done by filtering reviews, comments and likes in order to create insight of
collected data. It can be beneficial for company in improving its services by monitoring its
activities. By implementing marketing plan, it is needed to take corrective measures so that
company would not face negative indication in future. Digitalization help in making work easier
and quicker and leads to increased cost and time (Bruhn and Schnebelen, 2017). Company is
lacking in digital skills and it is important to improve in order to make easier for attainment of
goal.
Recommendation to improve marketing communication plan for maximisation of revenue for in
order to successfully meet both business and communication objectives.
It is needed for Intercontinental Hotels and resorts to conduct market research of latest trends in
order to understand market. By conducting marketing research, company can take advantage and
generate higher profit. Company should demonstrate every specific facility that it is providing. It
have to improve its services and focus on digital technology to engage with more and more
customers. Company have to use digital marketing effectively so that it can attract larger
customer base which contributes in accomplishment of organisational goals.

CONCLUSION
From the above project report, it was concluded that marketing communication plays crucial role
in making company more profitable by engaging with larger customer base. It involves various
elements such as public relation, direct marketing and sales promotion in order to convey
message to targeted audience. Intercontinental Hotels and Resorts uses social media marketing to
communicate and deliver message to entire audience. It is important to formulate effective
strategy which contributes in accomplishment of organisational goals. By using latest
technology, company can utilise its resources in an effective and efficient manner. It facilitates in
creating insights which can he helpful for management in decision making.

REFERENCES
Books and Journals
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Bruhn, M. and Schnebelen, S., 2017. Integrated marketing communication–from an instrumental
to a customer-centric perspective. European journal of marketing.
Bruhn, M. and Schnebelen, S., 2017. Integrated marketing communication–from an instrumental
to a customer-centric perspective. European journal of marketing.
Caputo, F., Evangelista, F. and Russo, G., 2018. The role of information sharing and
communication strategies for improving stakeholder engagement. In Business models for
strategic innovation (pp. 25-43). Routledge.
Juska, J.M., 2021. Integrated marketing communication: advertising and promotion in a digital
world. Routledge.
Koçyiğit, M., 2022. New Communication Strategies and the Future of Advertising Narration.
In Research Anthology on Social Media Advertising and Building Consumer Relationships (pp.
78-85). IGI Global.
Kucukusta, D., Perelygina, M. and Lam, W.S., 2019. CSR communication strategies and
stakeholder engagement of upscale hotels in social media. International journal of contemporary
hospitality management.
Patti, C.H., Hartley, S.W., van Dessel, M.M. and Baack, D.W., 2017. Improving integrated
marketing communications practices: A comparison of objectives and results. Journal of
marketing communications, 23(4), pp.351-370.
Patti, C.H., Hartley, S.W., van Dessel, M.M. and Baack, D.W., 2017. Improving integrated
marketing communications practices: A comparison of objectives and results. Journal of
marketing communications, 23(4), pp.351-370.
Schultz, D., 2018. Redirecting Our Communication Objectives. Journal of Current Issues &
Research in Advertising, 39(3), pp.222-225.
Wang, J., 2018. Strategies for managing cultural conflict: Models review and their applications
in business and technical communication. Journal of Technical writing and
communication, 48(3), pp.281-294.