Integrated Marketing Communication Plan for Franklin Hotel, London

This report provides an evaluation of integrated marketing communication channels within the hospitality industry, using the Franklin Hotel in London as a case study. It assesses current marketing communication situations, identifies various tools and channels, and integrates marketing communication channels to add value and maximize resources. The report also defines SMART objectives for the Franklin Hotel, justifying the selection and integration of marketing communication channels. Furthermore, it discusses appropriate content for each channel, communication strategies to achieve objectives, and the evaluation of an integrated marketing communication plan, critically showing its relation to the communication strategy, channel choice, and creative content. The report also touches upon monitoring the success of integrated marketing communication and its impact on the Franklin Hotel.

Integrated
Hospitality
Marketing
Communications

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Evaluation of current marketing communication situation & channels, and identification
of tools, channels and the various methods.................................................................................3
M1. Integration of marketing communication channels within a range of hospitality
organisations to add value and maximising resources making use of the marketing models.....5
P2. Communication objectives for chosen hospitality organisational and justification for the
selection & integration of marketing communication channels..................................................5
M2. Evaluating the use of marketing communication objectives related with marketing
communication mix & hospitality organisation..........................................................................8
P3 Appropriate content for the channel and marketing communication objectives...................8
M3. Communication strategies to achieve objectives with channel and media. It includes
social media, channel and content issue......................................................................................9
P4. The evaluation of an integrated marketing communication plan which critically shows the
relation to the communication strategy, channel choice, creative content (Pass Criterion)......10
M4. Monitoring the success of integrated marketing communication and its impact..............12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Integrated marketing communication involves that how any company can
promote its products or services in the market. It is often known as IMC. It is basically
useful for brand promotion. In IMC, all processes involved in the marketing
communication work closely to enhance the sales profit(Raja, 2020). Integrated
marketing communication includes various aspects such as brand awareness, customer
experience, promotional tool and communication tool etc. In context to Franklin Hotel, it
is luxury five star hotel located in London, United Kingdom. This report is based on the
hospitality industry that includes various integrated marketing communication channels
and methods. It will further explain about the SMART objective approach to meet
organisation objectives. At the end, the marketing plan will be defined to achieve the
company's objectives.
TASK 1
P1. Evaluation of current marketing communication situation & channels, and
identification of tools, channels and the various methods.
Marketing communications refers to process involved the interaction between the
target market and the organisation. There are various types of marketing tools used for
marketing communication such as social media marketing, print media, online
marketing and personal selling etc. In case of The Franklin Hotel, the tool used by the
company for brand promotion as follows:
 Influence marketing: It is widely using marketing tool for brand promotion. It
includes various social media tools for influence marketing such as Facebook,
Instagram, Snap chat, Twitter and many more. For influence marketing there is a
celebrity is selected for brand promotion (Kaur, Arora and Bali, 2020). In this
celebrity can be any people with huge following such as athletes, footballer and
actors etc. They become the brand ambassador of particular company by
promoting its products or services by posting the company's products or services
on the social media platforms. The Franklin hotel is adopting this marketing
strategy to attract the target people. The company also using influence marketing
to deliver the information regarding their services availability.

 TV ads and print media: It is also most effective way of communication. The
Franklin Hotel is giving advertisements in the television to aware people about its
brand and services in the market(Qureshi, 2021). It is the most expensive way of
marketing. It is due to that it targets most of the audience. Print media includes
kind of offline way of marketing with the help of newspaper, magazines etc. The
franklin hotel is also giving advertisement in the newspapers and various
magazines to target customer in particular segment. It is most effective way for
targetting particular segments due the newspaper availability in different region is
also different.
Channels and methods of marketing communication
 The Franklin hotel is having the combination of both modern and traditional
channels. The traditional or conventional channels of marketing communication
is independent of modern technology tools but it is very prominent for hotel
industry. Many top class hotel are solely using such technique(John and
De'Villiers, 2020). It is due to the fact that their targeted customers are different
classic individuals as they do not rely on modern methods to identify that in which
hotel they want to stay. The traditional techniques includes sending the mail
physically and inviting the high class famous individuals as a guest by the
Franklin hotel. And giving advertisements in the high classics magazines such as
given in the planes.
 The modern channel used by the Franklin hotel is a kind of media marketing
campaigning which includes social media ads, online websites ads etc. Such
type of digital advertisements helps Franklin hotel to reach out to more people
who are living outside the country and wants to come London for vacation. It is
also helpful to know about the feedback of the people through means (Arrigo,
2018). The most important thing about media campaigning is that the company
can identify that how many people have seen the ads and how many shown
interest in this. It is basically company can track the ads with the help of various
analytical tools. Such campaigning can be done using sending emails to targeted
customers, social media posts, inviting influential individuals for brand promotion,
celebrity marketing and blogs etc.

M1. Integration of marketing communication channels within a range of
hospitality organisations to add value and maximising resources making
use of the marketing models.
Integrated marketing communication plays a significant role to enhance the
performance of the company. The marketing communication mix helps the hotel
industry to understand the customer needs and their desires. With the help of marketing
communication the Franklin hotel is analyisng the customer more effectively to place the
advertisement accordingly. It directly impacts on the overall performance of the
company such as it increases the customer base and then the profitability. It is due to
that such marketing tools is most effectively deliver the messages to the targeted
audience. It poses various advantages such as cost effectiveness, accessibility to larger
customer base, improves efficiency and profitability.
TASK 2
P2. Communication objectives for chosen hospitality organisational and
justification for the selection & integration of marketing communication
channels.
In this SMART objectives approach can be used to identify the organisation
objectives. SMART objectives refers to the Specific, Measurable, Achievable, Relevant
and Time bound. Defining this approach helps to analyse that whether the goals are
attainable within the specified period of time bound. SMART approach is used many
organisation around the world to ensure the objectives time frame (Kitchen, 2020). In
case of Franklin hotel, it is also using this SMART approach in the organisation and can
be defined using the table given below:
Objectives Specific Measurable Achievable Realistic Time bound
To
enhancing
the
company's
brand image
in market by
The Franklin
hotel taking
specific
decision to
defining the
objective.
It explains
that whether
the goal can
be achieved
or not. It also
enables to
The defined
goal to
enhance the
brand image
of the
Franklin hotel
It is also
considered
as that how
goal is
relevant to
the
One month

inviting high
influential
individual in
the hotel.
The
company is
inviting high
class
individuals
such as
athletes,
celebrity etc.
as a guest in
order to gain
the attention
of many
people.
track the
progress.
The
company is
also
analysing the
performance
that celebrity
invitation
getting the
attention of
people or
not.
by inviting
high class
individual is
perfectly
achievable. It
is due to that
company is
inviting such
individual as
a guests.
company's
objectives. It
is totally
realistic and
relevant to
the objective
as that
company can
approach to
the high
profile
individual by
organising
events in the
hotel.
To increase
the overall
profit by
organising
maximum
number of
events in the
Franklin hotel
The objective
of organising
the maximum
number of
events is to
increasing
the
profitability. It
is that when
there is
maximum
number of
event
organised.
There will be
maximum
The goal is
easily
measured as
the maximum
number of
events
contribute to
maximum
profit. It can
be measured
by various
analytical
tools that
measures
how many
people
The goal can
be achieved
by adopting
effective
marketing
strategy such
as social
media
campaigning,
influence
marketing,
through
websites and
advertisemen
ts. The
Franklin hotel
It is
completely
relevant to
the defined
objective and
easily
achievable
with the help
of effective
marketing
strategy.
Effective
marketing
strategy can
help to gain
the customer
Six month

number of
people's
gathering
that directly
impacts on
the
company's
image and
profitability.
booked the
hotel through
mode and
their activity.
can offer
various
discounts on
organising
events in
their hotel.
This can help
to increase
the events in
the hotel.
attention and
encouraging
them to
organise
events in the
hotel.
There is a selected marketing communication channel as mentioned below:
Digital media marketing
One of the major tool of the marketing is digital media marketing. It is using
almost every organisation in all sectors. Digital media marketing refers to promoting the
products or services with the help of digital media such as social networking sites,
Google ads, email marketing, content marketing and many more. The main purpose of
Franklin hotel to use digital medial marketing is that every person is somehow using
internet therefore it becomes easy to target customer globally (Alananzeh, Tarhini and
Algudah, 2018). The company can create interactive websites to engage people and
gain attention of them. The digital media marketing uses various analytical tools to track
the advertisements and engagement such as:
 Social media optimization(SMO): One of the important tools to generating
leads through various social media platform with the help of using effective
keywords. Effective keywords help to place the ad the at the top in the feed. This
optimization technique is specifically used for social networking sites such as
Facebook, Snap chat, Twitter and Instagram etc. It is helpful for the company to
increase the customer engagement by defining effective keywords. The Franklin
hotel is utilising this technique to know more about customer such as their
interest and choices. By identifying such information about the customer
company can specifically target the customer based on the their interests.

 Search engine optimization(SEO): It is often considered as SEO, it is quite
similar to the social media optimization with some differences such as it is used
in Google Adword and other search engine Adword (Hanlon, 2019). The Franklin
hotel is taking benefit of this technique to place the advertisements on the
various websites with the help of Google Adword. Search engine optimisation
helps the company to increase the rank of their websites by introducing the
appropriate keywords. The company can place image ad, text ad and audio ad
on the various search engine to gain the attention of maximum people. And it
also helps to analysing the customer data that how many customer clicked on the
ad and their engagement time on the ad. With the help of such data company
can target the specific audience who has shown interest to the offering.
M2. Evaluating the use of marketing communication objectives related with
marketing communication mix & hospitality organisation.
As discussed earlier about the marketing communication objectives related to
marketing communication mix that how it is beneficial for the company like the Franklin
hotel. This marketing communication techniques helping the company in many ways
such as it increases the customer engagement on the websites, increases sales growth,
increases profitability etc. The company uses digital media marketing strategy to further
enhance the brand image of the hotel with the help of social media optimization and
search engine optimization. Hence, it helps the organisation to identify the investment
plan to further the providing luxurious experience to the customer at the hotel.
TASK 3
P3 Appropriate content for the channel and marketing communication objectives
It is necessary that company's objectives is delivered perfectly to the target
audience. To deliver the objectives or information to the customer it requires suitable
and effective content for it. It further requires suitable channel to deliver content
effectively to the people (Das, 2021). As the discusses earlier company is using
effective marketing strategy such as content marketing, digital marketing as effective
channel of communication. In reference to Franklin hotel, company is providing better
and effective content by considering various factors as following:

 Clear and concise: The content should be clear and concise that is easy to
understand by the target audience. The content should be relevant to the
objective provided by the company. The company is doing proper research of the
market to provide the appropriate content to the particular market segment.
 Use of effective tag line: One of the most essential part of content is to
introducing effective tag line. The tag line should be like that it directly connect to
audience. It is due to the fact tag line of any company reflects its brand image. It
is like it relates with the products or brand at the same time.
 Attractive logo: Every organisation have its own logo. Similarly the Franklin
hotel also has its logo. The logo represents the brand name and brand image.
People first see the logo of the company so that logo should be like it attracts the
people. Logo includes the company name, company type or company's initials
as well. The attractive logo gains the attention of more people. The company is
focusing on creating effective logo that encourages people to visit company's
websites.
M3. Communication strategies to achieve objectives with channel and media. It
includes social media, channel and content issue.
Communication strategies are those strategies used in any organisation to
achieve the company's objectives. The marketing communication channels used by the
Franklin hotel are social media networking sites, billboards, print media, digital
marketing, email marketing and many more. One of the most effective tool used by the
organisation is digital media marketing (Kliatchko, 2019), it is due to the fact that it
covers large number of audience. Online medium becomes the more effective as
compared to other form of marketing communcatio9n channels. The company also
gaining the advantage of word of mouth by providing the customer oriented or
customized facility in the hotel for the customer. Therefore customer attracts the
customer in this case. It can be achieved by providing the services that satisfy the
customers. Satisfied customer more likely to tell about the services to the their friends
and relatives, hence they promoting the brand individually. It is considered the most
beneficial way of communication strategy.
TASK 4

P4. The evaluation of an integrated marketing communication plan which
critically shows the relation to the communication strategy, channel choice,
creative content (Pass Criterion)
IMC the Integrated Marketing Communication is an plan which collaborates and
promotes marketing function where the targeted customer of Franklin Hotel receives
consisting brand messaging via many marketing channels to move various customers
through the decision-making process.
Classifying the different Marketing communication Methods- The franklin Hotel
needs to target the customers and then to receive the information, collect all the facts
and implement the research on the problem which needed to be solved.
 Content Marketing- The hotel need to make the content available through blog
content, pop ups, video marketing and dynamic online site content which can be
useful for the customer to be connected and read more about the Franklin hotel
before they decide anything.
 Email Marketing- Helps the present customer to be connected through more
useful and unique content (Halli, 2020). The Hotel should always focus on the
present customers and how to keep them engaged through content. The hotel
needs to also understand that there is not always compulsory to generate new
customers, but also be quick and impactful in creating to new content on the
correct time and place.
 Social Media Marketing- this helps the Franklin Hotel to set its relationships and
develop brand awareness. When we altogether connect email marketing and
content marketing with digital marketing to utilize the social media result by
connecting to targeted customers on the social media.
Originate the Marketing Communication Plan- After the marketing plan the hotel
needs to connect with the customers.
 Audience- The persona of a customer will define the channels which is use to
engage like if the customers persona is young generation than we can use
texting or Instagram.

 Content- Through this Hotel can be connected to the customer continuously. Like
if firm want some new customers for the Hotel Franklin some top-funnel offer,
pop-up, checklist are listed on your site.
 Cadence- The Hotel Franklin needs to understand how often the customers need
to receive the information. This information is provided to the customer through
social media, emails etc. but need to know this that this pop-up information
should be limited not too much.
Gather the customer decision-making process- Needs to solve the customer's
problem and to understand the solving process which will help in decision-making
expedition.
 Awareness Stage- In this stage research is done to analyse the problems
of the consumers and to the potential solutions.
 Consideration Stage- In the Second stage the firm concentrate on the
solution of the problems with the help of different methods and approaches.
 Decision Stage- In the last stage the Hotel Franklin make a shortlist of the
solutions of problem faces by the customer and come to one concluded
solution and make the decision.
Concluding the Marketing Communication Plan- This last step shows the result.
 Calender- Reflects the content which the consumer is sharing when and
where and then it can used by the firm at the right time and place.
 Automation Software- This is the type of software used to show the whole
sales-process which is combines with CRM. This program helps the firm
to reach to the targeted consumer easily.
 Analyze- It focuses on the capabilities of the Hotel Franklin and solve the
problems of the audience to bring their attention towards the firm.
 Always Trending- With new tactics and tool always needs to stay ahead
in the marketing industry and targeted consumer choose the Hotel
Franklin in front of the competitors.

M4. Monitoring the success of integrated marketing communication and its
impact.
For creating the impactful integrated marketing communication, the company is
following various modes of communication to achieve the desired objectives. This
effective mode of communication of integrated marketing helps company to accomplish
the higher sales growth, higher profitability and higher customer base etc. Some of the
communication modes are content marketing, blog writing, digital marketing and email
marketing etc.
CONCLUSION
From the above mentioned report, it is concluded that how integrated marketing
communication helps company to enhance the profitability. It includes the different
marketing channels and methods used by the company. It further explains how digital
marketing tool used to achieve the company's goals along with the SMART objective
approach for goal identification.