Integrated Marketing Communications Plan for Island Beach Resort

This report analyzes integrated marketing communications within the hospitality sector, specifically focusing on a case study involving the Island Beach Resort. It begins with an introduction to marketing communication and integrated marketing communication (IMC), highlighting the importance of creating a link between brand promotion activities. The report then outlines communication objectives for the resort, emphasizing the use of digital media platforms like Google, Facebook, and Instagram to reach target customers. Justifications are provided for the selection of these communication channels, emphasizing their effectiveness in driving market reach. An IMC plan is developed, including an executive summary, objectives (such as increasing sales revenue and achieving ROI), and STP (Segmentation, Targeting, and Positioning) analysis. Budgeting and monitoring/evaluation strategies are also discussed. The report concludes by summarizing the importance of a well-developed marketing communication plan for creating awareness and achieving organizational goals. References to relevant academic literature are included.

Integrated Hospitality Marketing
Communications
PART : B

Introduction
•Introduction
•Design communication objectives for a given hospitality organizational
situation
•Provide justifications for the selection and integration of communications
channels chosen
•An integrated marketing communications plan that effectively meets
communication objectives for a given hospitality organizational situation
•Conclusion
•Reference

Introduction
Marketing Communication refers to a technique that can be
used by organisation for the purpose of expression of
overall value to the customers who are being targeted by a
particular organisation. Integrated Marketing
Communication basically is helping in creating of a link
between all the activities that are related with
communication of and promotion of brand by a brand.
Present report is based on the case study related to a small
luxury: online distribution and the marketing dilemma.

Design communication objectives for a given
hospitality organizational situation
Integrated Marketing Communication is basically a plan that has organisation for the purpose
of data mining to understand different types of target customers that is being approached with
the help of use of such digital media marketing channels. In case of the present scenario the
island Beach Resort there is a dilemma that is faced by the accommodation managers which is
having relation with adoption of business marketing strategy and the communication plan

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1) For the purpose of enhancement of the marketing channel that have been adopted by the
island Beach Resort there is use of search engines like Google and Yahoo so that there can
be proper use of available online sites.
2) There must be adoption of adequate digital media platforms applications like Facebook
Instagram, Snapchat LinkedIn Twitter that can be used for the purpose of customer segment
that is making use of such social media platforms as a tool for searching on different
available sites before selecting a particular Resort.

Provide justifications for the selection and integration of
communications channels chosen
Justification:
It can be said that the most appropriate channel that can be used by the
island Beach Resort according to the provided information is marketing
channels efforts that are made by all the event managers and also
associated with accommodation managers. Installation with selection of
the online marketing channels that is digital media sources there is
justification of the selected channel by the island beach resort and this is
discussed below:
1) From the provided case study it can be understood that there is uses of a
successful approach for the purpose of driving of market but the
management is not sure about what are the results of using the
traditional marketing channels.

An integrated marketing communications plan that effectively
meets communication objectives for a given hospitality
organizational situation
Executive summary:
Strategic development plan is used for the purpose of
understanding the different short term and long term objectives
and that have to be achieved with the help of such plan. For this
there is requirement to search some objectives and then plan the
time period so that there can be use of available financial
resources in the optimum manner to achieve such specific laid
down objective.

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Objectives:
There are certain objectives by the beach Island Resort:
1) There has to be increase in the overall sales revenue by 10% in the quarter ending for the year
2020.
2) There must be 30% return on investment in the coming period of 5 years that have been
decided by the marketing department of the island beach resort.

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STP analysis
This is a analysis that is used for purpose of segmentation targeting and development of
positioning strategies to identify the target customers.
1) Segmentation:
2) Targeting:
3) Positioning:

The front office purpose inside a variety of
accommodations facilities
Budgeting:
There is a particular criterion of budget that has been set according to the available financial
resources. Search as for the island Beach Resort there is a five year plan that has been
developed that is mentioned below:

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Budgeting:
Budgeting is related with the financial resources that are required for adopting of the new
Strategies for the marketing department of the island Beach Resort for this purpose there is
a five year plan that has been made up by the organisations financial department and this
will help them in issues related with availability of resources. For Island Beach Resort the
five year financial plan is discussed below:

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Monitoring and evaluation:
There has been proper implementation of the plan there must be a monitoring and
evaluation of all the results that have been received after the due completion of the activity.
There should be a proper criteria that should be set for the purpose of achievement of set
objectives.