Evaluating Integrated Marketing Communications at Island Beach Resort

This report provides a comprehensive analysis of the integrated marketing communications (IMC) plan for Island Beach Resort, focusing on the period between 2009 and 2010. It evaluates various marketing channels, including direct marketing, advertising, personal selling, sales promotion, and digital marketing, and assesses their effectiveness in achieving communication objectives. The report examines the design of communication objectives, justifications for channel selection and integration, and the creation of an integrated marketing communications plan. Furthermore, it critically evaluates the IMC plan in relation to communication strategy, channel choice, and creative content, offering insights into how the resort can enhance its marketing efforts and achieve its business goals. The report also explores the importance of understanding the target audience, conducting a situation analysis, setting marketing communication objectives, and determining the budget. Finally, it highlights the significance of setting specific, measurable, achievable, relevant, and time-bound (SMART) objectives to ensure the success of the marketing plan.

Integrated Hospitality Marketing Communications

TABLE OF CONTENT
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
TASK 1......................................................................................................................................3
P1 Evaluate different types of marketing channels and how they serve communication
objectives within a range of hospitality organizations...........................................................3
TASK 2......................................................................................................................................5
P2 Design communication objectives for a given hospitality organisational situation........5
P3 Provide justifications for the selection and integration of communications channels
chosen.....................................................................................................................................5
TASK 3......................................................................................................................................5
P4 Create an integrated marketing communications plan that effectively meets
communication objectives for a given hospitality organizational situation...........................5
TASK 4......................................................................................................................................6
P5 Critically evaluate an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content....................................................6
CONCLUSION..........................................................................................................................8
REFERENCES...........................................................................................................................9
Books and Journals................................................................................................................9

INTRODUCTION
Hospitality sector plays an important part in order to generating various innovative
goods well as services. They focus on adopting most suitable way for promoting it for
satisfying their target viewers in an effective manner. This report is carried upon a resort
called Island Beach which is located in Florida Gulf Coast in year between 2009 and 2010.
There are various services provided by this resort that included dining, recreational activity,
bedrooms as well as shopping and so on. Following resort is conducting and hosting various
events along with weddings which is bringing revenues and fame to business. In this
assignment, there are various kinds of marketing channel is adopted for achieving goal as
well as objective in given period of time. In addition to this, it is also essential use to
communication plan for making efficient strategies, policies as well as procedures that helps
in providing better services to its customer in order to satisfy its potential customers.
(Banerjee and Mandal, 2018).
MAIN BODY
TASK 1
P1 Evaluate different types of marketing channels and how they serve communication
objectives within a range of hospitality organizations
There are various kinds of channels of marketing which are used for achieving
communication objective within hospitality industry. Marketing channel is considered as a
process in which the good is transfer from producer to its and user in indirect as well as in
indirect manner. In other words, it has been stated that it is a medium through which transfer
of product as well services are possible. In context of Island Beach Hotel, they use different
kind of channels for providing better services to its customer during the period of time. Their
main purpose is to increase sales as well as profitability level in future period of time by
satisfying its customer at marketplace. There are various types of marketing channel which is
used to attract large number of customers at marketplace that is going to be mentioned below:
Direct marketing channel: In a direct marketing channel, product as well as services
is transfer from producer to their consumer directly. In this process there is no agent or
intermediary get involved in order to provide services in a better manner. In context of Island

Beach Hotel, they use direct distribution of channel in order to provide ready food to its end
user in direct manner. It is the cost-effective manner method for these kinds of small hotels
and increases sells as well as profitability level in future period of time. A number of
different services are given by this resort which can include restaurants, accommodation and
so on. This will increase the brand image of organisation. The introduction of different events
and hosting them in their premises is also helping resort to fulfil the requirements of
customers. (Bruhn and Schnebelen, 2017).
Advertisement: Advertisement is a paid form of non-presentation of idea, goods and
services by an identified sponsor in order to attract large number of customers at marketplace.
In context of island beach, they adopt advertisement channel such as newspaper, television,
outdoor posters in order to attract large number of customers toward their services provided
by them. It helps in reaching large number of individual people in short span of time and also
it helps in increasing experience level of customer towards the services provided by Island
beach within hospitality sector. In addition to this, it helps in increasing sales as well as
profitability level in future period of time. Apart from this it helps in increasing loyalty and
trust of customer towards the services provided by firm such as dining, bedroom, recreational
activity etc. various events organised at resort helps it to attract large number of customers in
the competitive environment.
Personal selling: Personal selling is also considered as a procedure in which the
salesperson of the organization wants to interact with its user via face to face in order to
aware them regarding the benefit features as well as services which is provided by Hotel
within hospitality sector. Main objective of hotel is to resolve the problems in quick manner
for increasing loyalty as well as trust of buyer regarding services provided by the business
organization. The main motive of Island beach is to attract large number of users towards
services provided by them in order to retain them for a long time.
Sales promotion: For sales promotion it is necessary for company to offer incentive,
discount free sample in order to provide services in an effective manner. It is necessary for
company to motivate individual person for the services provided by them for increasing sales
and profitability level in future period of time. There are various techniques which is used by
Island beach for promoting sales which included free gifts, discount on price, free samples as
well as vouchers in coupon for attracting large number of customers towards services
provided by them (Ferguson, 2016).

Digital marketing: Digital marketing is considered as a process in which the
organization uses different tools as well as technique with latest technology for attracting
large number of customers towards various services provided by Island Beach resorts within
hospitality sector. Their main purpose is to increase the experience level of customer towards
the services provided by them.
From above-mentioned channel, it has been analysed that Island Beach Hotel use
direct marketing channel, advertisement, personal selling as well as sales promotion in order
to serve the food to its customers in direct manner there is no intermediary involved in order
to provide better services to its customers during the period of time. Their main focus is to
retain customer for a long period of time. For this purpose, they provide discount to its
customer in order to increase their experience level in future period of time. In addition to
this it helps them in increasing success and growth of business in upcoming period of time
and also increases the trust and loyalty of customer for the services provided by small
luxurious hotel. It also adds assistance in increasing brand value and reputation of hotel in
front of customer within hospitality industry.
TASK 2
P2 Design communication objectives for a given hospitality organisational situation.
Covered in PPT
P3 Provide justifications for the selection and integration of communications channels chosen
Covered in PPT
TASK 3
P4 Create an integrated marketing communications plan that effectively meets
communication objectives for a given hospitality organizational situation.
Covered in PPT

TASK 4
P5 Critically evaluate an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content.
It is important for business organization to make effective plan, strategy as well as
policies in order to gain competitive edge over its competitors within hospitality sector. In
addition to this, it is important to adopt smart objective in relation to Integrated Marketing
Communication which is going to be mentioned below:
Understand your target: It becomes necessary for business organization to know the
need and want of consumer in order to provide them product which is needed by them it
helps in increasing sales in future period of time. It also helps in creating positive image and
goodwill in front of customer at marketplace (Šerić, 2017).
Development of situation analysis: In this process the Island beach resort focuses on
adopting SWOT analysis for assessing business environment for achieving competitive
advantage of rival firm within hospitality sector.
Determination of marketing communication objectives: In this stage the manager
focuses on considering the objective they want to accomplish during the period of time. It
helps them in gaining mission as well as vision in future period of time.
Determination of the budget: In this level, the management teams of Island Beach
Resort focus on maintenance of budget that helps in assessing requirement of finance in
future period of time. It aids assistance in performing different activities and task of business
in an efficient manner.
Strategies and tactics- Herein, the manager makes effective strategy policy as well is
procedures in order to bring innovative ideas within business in future period of time (Seric,
Saura and Mikulic, 2016).
Evaluation and measurement: During planning it is important for manager to
identify goal and objective is required to be smart it must be specific measurable as well is
achievable in less time period. It helps in increasing sales as well as profitability level in
future period of time. There are various elements in order to achieve smart objective which is
going to be mentioned below:

Specific: It is necessary for organization to make the objective which is specific as
well as unique that helps in gaining competitive edge over competitors in industry.
Measurable: Furthermore, it’s essential for organization to determine the objective in
order to monitor as well as control the progress and performance of planning process in an
effective manner. It also helps them in accomplishing objective in short span of time.
Achievable: They make the objective which must be achievable in future period of
time such as the sales will be increased by 20% in 3 months which must be achieved in less
time period within hospitality sector (Turner, 2017).
Relevant: The goals which are set by organization must be relevant that helps in
achieving goal and aim in short span of time.
Time bound: It is the responsibility of Management team to observe the goal as well
as objective must be e achieved in less time period. It is necessary to manage time in
organisation not completing task in time would lead to damage the brand value of
organisation.
Also, through the make use of Integrated Marketing Communication strategy plan
they will take care of fact that how this decision will be build and when will be they adopted
in difficult situation. Furthermore, it will be advantageous for them to go through IMC plan
so that issues as well as conflicts get resolved in future time period (Yılmaz and Coşkun,
2016).
CONCLUSION
With the help of this report, it can be clearly concluded that the hospitality sector is
playing an important role in order to generate innovative goods and services. In addition to
this, there is various kind of marketing channel for achieving the objective related to
communication in the given time. It increases revenues and profits of the organisation in
future period of time. Apart from this it is important to generate a good Integrated marketing
plan which will help in achieving all the goals of organisation as soon as possible. At last, it
helps in analysing this plan for making effective strategy policy and process which are related
to communication in a specific time period.

REFERENCES
Books and Journals
Banerjee, S. and Mandal, K., 2018. Advertisement vs societal based marketing
communication: An empirical analytic comparison vis-a-vis profit contribution. Indian
Journal of Marketing, 48(6), pp.7-21.
Bruhn, M. and Schnebelen, S., 2017. Integrated marketing communication–from an
instrumental to a customer-centric perspective. European Journal of Marketing.
Ferguson, D.L., 2016. Customer relationship enhancements from corporate social
responsibility activities within the hospitality sector: Empirical research from
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Gao, Y.L., Mattila, A.S. and Lee, S., 2016. A meta-analysis of behavioral intentions for
environment-friendly initiatives in hospitality research. International Journal of Hospitality
Management, 54, pp.107-115.
Gursoy, D., 2019. A critical review of determinants of information search behavior and
utilization of online reviews in decision making process (invited paper for ‘luminaries’
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Hospitality Management, 76, pp.53-60.
Iacovou, C., 2016. An analysis of social media marketing strategies and best practices of
hospitality and tourism organizations (Doctoral dissertation, Northcentral University).
Kim, S.H. and Lee, S.A., 2020. The role of marketing communication mix on Korean
customers' coffee shop brand evaluations. Journal of Hospitality and Tourism Insights.
Pisicchio, A.C. and Toaldo, A.M.M., 2020. Integrated marketing communication in
hospitality SMEs: analyzing the antecedent role of innovation orientation and the effect on
market performance. Journal of Marketing Communications, pp.1-20.
Šerić, M., 2017. El análisis de la comunicación integrada de marketing en la empresa hotelera
según el perfil del hotel y del huésped. Revista de Análisis Turístico, (24), pp.54-66.
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.
Turner, P., 2017. Implementing integrated marketing communications (IMC) through major
event ambassadors. European Journal of Marketing.
Yılmaz, H. and Coşkun, İ.O., 2016. New toy of marketing communication in tourism:
Gamification. In e-Consumers in the Era of New Tourism (pp. 53-71). Springer, Singapore.