Integrated Hospitality Marketing Communications

This presentation discusses the effective integrated marketing communication plan for Island beach resort in Florida, including communication objectives, selection of communication channels, and budget.

INTEGRATED HOSPITALITY
MARKETING COMMUNICATIONS
TASK B

INTRODUCTION
 Effective marketing plan refer to multi channel marketing strategies, tactics and
methods use by firm to communicate and advertise target market. Situational analysis,
budget and target market are the key components of this plan.
 The present presentation is based on Island beach resort established on Florida.
 This assignment will represent communication objectives of firm and also clarify
selection and integration of communication channels select.
 Furthermore, this study will justify effective integrated marketing communication plan
that efficiently meets objectives for firm.

Proposed communication objectives for firm
 Here, four key objectives for Island beach resort created that can be achieved by
implementing and using appropriate tools or strategies which is quite essential and
beneficial for the success of business.
 To increase profitability and productivity of business
 To identify target potential consumers
 To assure that target market would be international more than just national & local
clients.
 To gain competitive advantages within hospitality industry

Justification for integration and selection of
communication channels chosen
 Social media-In recent time, it is one of the most useful marketing communication channels used by
millions of companies to communicate with their target group of people.
 Email-Along with above communication channels, Island Beach resort can use email marketing that is
also beneficial in term of increasing consumers base, profit margin and revenue rather than before.
 Blogs-It is third communication channel that Island beach resort can be utilized to achieve their set
objectives in systematic manner. It is a digital marketing communication channel that gives firm
opportunity to elicit fair and frank opinions & discussion from consumers and potential market that is
definitely interested in resort and their products as well as services.
 Mobile marketing-The last communication channel is mobile marketing, Island beach resort can form
their own business application through this management can communicate with people determine their
needs and requirements as well as make reservation in advanced.

Integrated marketing communications plan that meets
communication objectives of Island beach resort
Vision-
 The vision of Island beach resort is to provide excellent hospitality services through
their core value.
Mission-
 To be recognizable by products and service quality standard and to be consistent in
promotion of consumers services and excellence development.

Target market
STP-
 Before developing any plan or strategy related to marketing Island beach resort should target their
consumers by using effective model like segmentation, targetting and positioning (STP). They need to
decide who are their target markets, map them on Psychographic and demographic level. Then decide what
benefits are to guest and why they can use product.
 Segmentation-
 Targeting-
 Positioning-

Marketing communication methods-
 Social media marketing-
 Content marketing-
Tactics-
 After analysis above things, it can be said that social media marketing and mobile
marketing is the best options or communication methods for Island Beach resort.
 It makes firm able to gain attention of target consumers, generate profitability
and build their position at international level.
 By using social media marketing company can achieve their third objective as
they can assure by checking consumer profile that person belongs to abroad.

Budget
Basis Cost £
Marketing specialist 500
Conduct Market research 300
Hire Skilled and talented workers 450
Cost for using communication methods 600
Training and development 250
Total cost 2100

Evaluation of integrated marketing plan success
 It is the final step of integrated marketing communication plan that helps to evaluate
growth of Island beach resort.
 It can be done by using social media metrics and by analysing online traffic on websites
with use of google analytics that permit firm to track engagement with some items.
 Company can use Agorapulse as great social analytics methods that can help firm to
identify their best content and see what people need.

CONCLUSION
 From above discussion it has been summarized that Island beach resort effectively
achieved their set objectives by creating and implementing integrated marketing
communicate plan.
 By using effective and relevant communication methods firm communicate with their
target audience and drive them towards visiting resort with family.


REFERENCES
 Busche, L., 2017. Powering content: building a nonstop content marketing machine. "
O'Reilly Media, Inc.".
 Ismail, A.R., 2017. The influence of perceived social media marketing activities on
brand loyalty: The mediation effect of brand and value consciousness. Asia Pacific
Journal of Marketing and Logistics, 29(1), pp.129-144.
 Yang, K., Min, J.H. and Garza-Baker, K., 2019. Post-stay email marketing implications
for the hotel industry: Role of email features, attitude, revisit intention and leisure
involvement level. Journal of Vacation Marketing, 25(4), pp.405-417.