Low Wood Bay Resort & Spa: Integrated Marketing Communication Plan

This report discusses integrated marketing communications (IMC) within the hospitality industry, focusing on the importance of setting communication objectives and selecting appropriate communication channels. It highlights the need for leadership to display sound communication skills to drive business success and generate demand through effective marketing techniques. The report justifies the use of personal, broadcast media, and mobile communication channels, recommending broadcast media for Low Wood Bay Resort & Spa to maximize profits by creating awareness of its services. Furthermore, it emphasizes the creation of an IMC plan involving advertising strategies, sales promotions, public relations, and social media marketing to achieve marketing and promotion goals. The report concludes that hospitality businesses must strategically use marketing to target customers, set achievable communication objectives, and select appropriate channels, leveraging an IMC plan to meet marketing objectives. The document is available on Desklib, which provides past papers and solved assignments for students.

Integrated Hospitality Marketing
Communications

Table of contents
 Introduction
 Communication objectives
 Justification for selection and integration of communication channels
 IMC Plan
 Conclusion
 References

Communication objectives
Communication objectives are required to be set up by the organizations.
This is so because this will allow achievement of various types of goals and
targets in the future time period. These objectives in the context of Low
Wood Bay Resort & Spa are as follows-
 Leadership- The leaders have to display sound communication skills to
make sure that the business achieves success. In the context of Low Wood
Bay Resort & Spa the leaders need to make sure that the resort has good
business and earns higher level of profits in the future time period.

Continued…
 Demand Generation- Another objective of communicating is to generate a
demand in the market. This is to ensure that the demand is generated using
the right techniques.
 Awareness- Another objective which communication serves is to create
awareness among the people. This can make sure that the people are aware
about the business. This is important for Low Wood Bay Resort & Spa
because this will lead towards creation of demand in the market.

Justification for the selection and
integration of communication channels
There are various types of communication channels which can be used by the
organizations. These are as follows-
 Personal Communication- This is a channel through which the
communication can happen Face to Face. This can be used by the managers
of Low Wood Bay Resort & Spa so that they are able to have a direct
communication with the customers.
 Broadcast Media Communication- In this channel, the communication
can happen through the use of Broadcast Media. This can be used
effectively to target customers in the long-range. Thus, Low Wood Bay
Resort & Spa can make use of it so that it is able to target the right
customers to earn the profits.

Continued...
 Mobile Communication Channels- In this channel, the communication
can happen through the use of mobile. This can be used in the right manner
by the businesses in the hospitality sector for targeting the right customers
and increasing their level of profits.
Justification- Low Wood Bay Resort & Spa should make use of Broadcast
Media Communication to target its customers. In this way, it can make sure
that it is able to make them aware about the services provided by it and can
use this channel for maximizing its profits.

IMC Plan
In an IMC plan, the various types of strategies are put into action by an
organization to achieve better results in the marketing and promotion
efforts. This plan can be used by Low Wood Bay Resort & Spa so that it is
able to use the strategies effectively and efficiently to get the desired
results. The steps it will use in the IMC planning process are-
 Creating advertising strategy- Creation of advertising strategy is quite
important to make sure that the business is able to communicate regarding
the products and services which it is offering.
 Sales promotion- Sales promotion is important because the customers
have to be attracted to make sure they buy a product or avail a service.

Continued…
 Public relations- Public relations is quite important because this leads to
building of a network with the people.
 Social media marketing- Social media marketing is becoming very
essential nowadays.

CONCLUSION
From the above presentation, it can be concluded that hospitality
businesses have to use the right marketing strategies to target the
customers. They need to set communication objectives which are required
to be achieved and they need to select a communication channel helping
them in achieving objectives. Additionally, an IMC Plan can be prepared so
that the right tactics can be adopted by the organization for achieving its
marketing objectives.

REFERENCES
 Porcu, L., Del Barrio-Garcia, S. and Kitchen, P. J., 2017. Measuring
integrated marketing communication by taking a broad organisational
approach. European Journal of Marketing.
 Seric, M., Saura, I. G. and Mikulic, J., 2016. EXPLORING INTEGRATED
MARKETING COMMUNICATIONS, BRAND AWARENESS, AND
BRAND IMAGE IN HOSPITALITY MARKETING: A CROSS-
CULTURAL APPROACH/ISTRAZIVANJE INTEGRIRANE
MARKETINSKE KOMUNIKACIJE, SVJESNOSTI O MARKI I IMIDZA
MARKE U MARKETINGU U UGOSTITELJSTVU: KROS-
KULTURALNI PRISTUP. Trziste= Market. 28(2). p.159.

Thank You