Integrated Hospitality Marketing Communication for Island Beach Resort

This report examines the integrated marketing communication plan of the Island Beach Resort, focusing on its transition from traditional to digital marketing strategies. It evaluates various marketing channels, including advertising, social media, public relations, and direct marketing, assessing their effectiveness in reaching potential customers and achieving communication objectives. The report critically analyzes the resort's marketing plan, considering the strengths and weaknesses of social media promotions, data security concerns, and the importance of a well-defined communication strategy. It also provides recommendations for improving the resort's marketing efforts, emphasizing the need for effective communication to increase customer awareness, maximize sales, and leverage technological advancements like the internet and social media for promotion. The report underscores the importance of an integrated approach to marketing, including the need for managing the marketing efforts to reach organizational goals and objectives.

Integrated Hospitality
Marketing
Communication
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Table of Contents
Introduction......................................................................................................................................3
TASK A...........................................................................................................................................3
P1 Evaluate different types of marketing channels and how they serve communication
objectives within a range of hospitality organisations...........................................................3
P5 Critically evaluate an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content....................................................5
TASK B...........................................................................................................................................7
Covered in PPT.......................................................................................................................7
Conclusion.......................................................................................................................................7
REFERENCE...................................................................................................................................9
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Introduction
Marketing is defined as the department in the organisation which takes care about promotions
and advertising of products and services. It is very important for the companies to manage the
advertising of company in order to increase the sales of company. The function of marketing is
one of the most important part of the company because profit and revenue can be increased by
focusing upon working of marketing. There are different ways by which companies can do
effective marketing.it is the responsibility of companies to choose the best strategy for marketing
and reaching the potential customers and increase revenues. Integrated marketing
communication is defined as the concept which focuses upon the working of different activities
present within the company for managing promotions and advertising of products and services.
A good communication plan is developed in order to handle and manage the process of meeting
potential customers. A good marketing communication plan is required for maintaining the
promotion and advertising of products effectively which will help in increasing sales of
company. The following report is based on island beach resort which is using traditional way of
marketing and now it will be adopting digital way for marketing its services. This report will
provide information about market communication plan of luxurious resort naming Island beach
resort. This is located on Florida gulf coast and there explanation about different business
practices used for marketing the services of resort. There is also discussion regarding
communication objective as well as justification in order to have a proper channel of
communication.
TASK A
P1 Evaluate different types of marketing channels and how they serve communication objectives
within a range of hospitality organisations
Overview of the case:
The present report is based upon case which includes information about marketing strategies
adopted by Island beach resort. Earlier the management of island beach resort was using
traditional way of marketing. Now, the organisation is adopting new ways of marketing like
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digital media. For doing so it is important to develop an effective communication plan. This is
associated with managing as well as handling the problems related to marketing and meeting the
requirements of customers. Island beach resort was using traditional way of marketing earlier
and now it is adopting digital media for advertising the services. when restart was using
traditional marketing strategies, there is loss of profit and sales of company. The island beach
resort has adopted social media in order to promote and advertise the services. There are
different ways by which resort can use digital media in order to promote the facilities and
services provided by the luxurious resort. Some of the ways for digital marketing are described
below –
 Advertising - it is a marketing tool which is very important it for the companies in order
to attract potential customers. the management of island beach resort must focus upon
advertising the services and facilities through digital media as it can help in reaching a lot
of customers in less time. A good advertising will help in in meeting organisational
objectives and goals easily. There are Various ways for using digital media for marketing
the services offered by Island beach resort are mentioned below
 Social media -social media is one of the major change that has been developed in the
marketing field. nowadays people are using social media so it is very easy to promote the
services and facilities on social media websites and attract attention of a number of
customers. there are lot of social media websites which can be used by Island beach
resort to promote its discount offers and luxurious services. Please include Instagram,
Facebook, Twitter Snapchat, etc. social media websites are the most convenient way that
can be used by this resort for increasing the sales and profit of the organisation.
 Public relations - these are defined as the need of organisation to develop good relations
with customers in order to increase sales of company. Public relations are defined as
marketing plan and strategy adopted for managing the promotion of services of island
beach resort to customers.
 Direct marketing - concept of direct marketing is referred as the way which can be used
by organisations to market the product or service directly to the customer. This includes
providing information about discount and offers through email, in person, messages, etc.
This effect decision making process of customers and attract them towards the services
offered by the company. In context of island beach resort, it can be very beneficial to use
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direct marketing for providing information about the luxurious services offered by Island
beach resort.
From the above mentioned points, it is analysed that there are lot of opportunities that can be
used by Island beach resort to increase sales and awareness about the luxurious resort services.
It is very important for the management of this resort to promote the services effectively so that
there is awareness about the luxurious stay that can be provided to the customers. Digital media
marketing is one of the major issue among the organisations in the hospitality sector. Nowadays,
it is very easy to put on videos and images of the resort so that customers can know each and
every detail about the resort and they can choose their decision regarding visiting the resort
properly. social media has some advantages as well as disadvantages and hence, do organisations
have to use it wisely so that there are no problems in marketing through digital media. There is
requirement of good marketing communication channel for increasing the awareness of
customers regarding new services provided by resort.
P5 Critically evaluate an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content
There is a lot of technological advancement within business environment and hence, it is
very important for Island beach resort to use the new technology that is internet for promoting
the services and products properly. Internet has become the most important way that
organisations must focus upon while promoting the products and services to potential customers.
The management of island beach resort is working upon promoting the luxurious services and
facilities on social media as it will help in growing attention of lot of customers in less time. It is
essential for Island beach resort advertise and promote the services effectively so that it will be
easy to grab attention of customers. The use of social media for marketing is trending in the
business environment and it is also beneficial for companies to market the products by investing
less amount of money. strength and weakness for using social media promotions and advertising
is mentioned below
 Strength - social media is one of the important and very common tool which is used by
different people today for searching regarding any product or services before buying it.
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hence, it is an opportunity for the organisation to promote their products and services
more on social media so that customers get all the information they required before
buying the product or service. There is need of effectively promoting the services on
social media because there are more than 50% of population which uses social media in
order to get information regarding the service or product. Traditional way of marketing
required lot of investment and on the other hand, digital media marketing does not
require a lot of investment. It takes only time and efforts for preparing good websites and
portfolios of the service provided by Island beach resort.
 Weakness - while promoting the services of island beach resort on social media, there are
chances of data leakage as there are some people which can misuse the information
provided on internet about the service and facilities provided in in iron beach resort.
There is need of managing the services offered by resort in order to have proper
managing and handling of marketing promotions. The island beach resort has to choose
property in order to establish the business. This property can be e on the contractual
relation. Use of online marketing requires call centre in which there is no reception. Also
this resort has to work 24/7 in order to book the orders of customers. There was problem
faced by staff members as call centre got a lot of calls from same customers with
different issues. In this way, it was not easy to solve problems and queries of other
customers.
Critical evaluation of overall marketing plan
Marketing communication plan is referred for managing as well as handling the data and
information regarding the resort. proper marketing plan has to be developed in order to promote
the services offered by this resort in effective manner. The attainment of goals and objectives is
required by the customer for managing the working of organisation effectively. The organisation
performance is related to the way in which marketing is done. in context of island beach resort, It
is seen that management is focusing upon marketing through digital media which is a very good
option for managing the sales and profit of company.
Recommendations to organisation and justification
from the above discussion, it is concluded that marketing is one of the most important function
which can be an opportunity as well as threat if not done correctly. In context of new Island
beach resort, it is saying that it good marketing is done by the organisation so that it is easy to
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manage sales and profit. Marketing is done properly so that potential customers can be
effectively reached for managing the work properly. in the given case, resort has to manage two
events which included weddings and there must be proper management for both a wedding
events. These weddings can be opportunity for the resort to increase the number of customers of
resort by promoting the luxurious services and facilities online.
In context of island beach resort there is requirement of determination as the overall conversion
rate of calls to exact bookings are not clashing with the details that are collected from the
reservation date. Overall investment of the organisation has to be managed property in order to
proper management of tea resort functioning.
Technology advancement and internet are two major elements in the marketing field which have
to be managed properly in order to reach organisational goals and objectives. It is very
important for Island beach resort to have good marketing so that lot of customers can be attracted
and sales can be maximized. There are various ways that are used by management for promoting
the products and services properly. these are related to differentiation of services by reaching the
customers effectively and providing them service which is different from other such companies.
The main objective of island beach resort is to increase the number of customers by using social
media marketing. Being the accommodation manager of island beach resort, there is
responsibility for developing and effective marketing communication plan so that sales can be
increased in less time.
TASK B
Covered in PPT
Conclusion
From the above discussion it is analysed that effective communication plan is required by
the companies in order to maximize their profits.it is essential for the organisation to do the work
in proper manner so that there are no issues while handling the promotions and advertising of
service and products. In context of island beach resort, there are various ways that can be used by
management for marketing the services effectively.
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REFERENCES
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