Integrated Marketing Communication Plan: Island Beach Resort Report

This report provides a comprehensive analysis of an integrated marketing communication plan designed for the Island Beach Resort. It delves into various aspects of marketing, beginning with an introduction to integrated marketing and its significance in creating a unified brand experience. The report examines different types of marketing channels, including social media, social bookmarks, and search engines, and how they serve communication objectives. It then outlines an integrated marketing communication plan, focusing on the strategy of communication, channel choice, and creative content. The analysis includes recommendations such as using Google Analytics, leveraging digital marketing options like pay-per-click, and harmonizing marketing channels for effective coordination. Finally, the report presents an integrated communication plan with an executive summary, company overview, and situation analysis, highlighting the resort's strengths, market trends, and the importance of adapting to technological advancements in the hospitality industry. The report emphasizes the need for the resort to enhance its online presence, target specific consumer groups, and retain customers through various strategies.

INTEGRATED
HOSPITALITY
MARKETING
COMMUNICATIONS

Contents
INTRODUCTION...........................................................................................................................3
Task 1...............................................................................................................................................3
Different types of marketing channels and how they serve communication objectives..............3
Integrated marketing communication plan in relation to the strategy of communication,
channel choice and creative content............................................................................................4
Task 2...............................................................................................................................................6
Integrated Communication Plan..................................................................................................6
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Integrated Marketing is an approach to creating a unified and seamless experience for consumers
to interact with the brand/enterprise; it attempts to meld all aspects of marketing communication
such as advertising, sales promotion, public relations, direct marketing, and social media,
through their respective mix of tactics, methods, channels, media, and activities, so that all work
together as a unified force. It is a process designed to ensure that all messaging and
communications strategies are consistent across all channels and are centered on the customer.
This report highlights the factors such as types of marketing channels and they way they serve
the objectives of communication. Plan of integrated marketing communications and the activities
taken under it so that they can achieve their goals and objectives (Heller, 2016).
Task 1
Different types of marketing channels and how they serve communication objectives
It is important for the Island Beach Resort to meet the criteria of distribution channels and these
aspects will help them to enhance their reach and increase their visibility to the audience they
want to target. There are various channels of distribution which is available on the internet which
could be utilized in an efficient manner so that website of the resort can also be developed. Many
people who use internet on daily basis have seen its growth. Everyone is aware of the traditional
methods that are used online such as newsletters, electronic press releases but there are also some
channels that are unconventional on the web (Geraghty and Conway, 2016).
Social networks-
The current trend of this aspect is to interact socially on internet. This is done so that they
can stay there for a long time. Many of the companies are looking for acquiring these platforms
because of the influence it leaves on people. If the resort treats platforms such as Facebook and
Myspace as their channel of distribution then they will reach to more people and increase the
awareness of the website.
Social bookmarks-

It helps the user to store the information of the things they like or dislike on the internet.
These bookmarks are created by those who understand the content of the website. This is why it
is necessary for them to develop their website so that users share their experience and enhance
the visibility of the site (Yılmaz and Coşkun, 2016).
Social media-
Resort also has the option to take use of this aspect such as You Tube, Flickr as a
medium which increase the generation of web traffic. This platform generates most of the
revenue from distribution channels for major networks and other companies of media. By
partnering with You Tube resort can have two way interactions with their potential customers
and they can share them the details about the packaging.
Blogs-
Island Beach Resort can use this channel of distribution to build a base of customers
which is loyal. This aspect will help them to share the recent and updated information about their
events and deals that they are going to use.
Browser extensions-
Browser extensions are basically search engines that are customized. This allows to gain
easy access to the website of the company. It offers functionality that links them to their favorite
browser. It is an effective channel of distribution for both the business and the customers as it
increases visibility for both the parties.
Search engines-
Many of the users found the website of the resort through search engine which is not in
the case of Island Beach Resort. For this approach to work they need to use the aspect if search
engine optimization and search engine marketing so that they are able to attract the target
audience at your page. Also this will improve the visibility of the website (Kharouf and et.al.,
2019).
Marketing channels serve communication objectives within island resort hotel.

There are various and different channels available for the use of resort but the channel
selected by them was website which needs to go under development so that they are able to
attract and retain their target audience.
Integrated marketing communication plan in relation to the strategy of communication, channel
choice and creative content
Information communication technology is the subset of information technology that focuses on
the role and area of communication which are unified. This also leads to integrations of
computers and telecommunications. Other than this they also develop the software that is used
from the internet and mobile phones and all of this works with the help of networks that are
wireless. It is necessary for the Island Beach Resort to imply these measures. There are many
benefits which can help the resort to save their resources such as time and money. This way they
will be able to increase the level of engagement between their partners and clients. It is because
of this aspect that the resort is able to connect with different users at the same time and deliver
them the message so that they can deal with different companies. This aspect has made it cheaper
for the Resort which has removed the cost incurred that is being set on messages. In order to take
the effective use of information communication technology they need to develop their website
and implement the proper strategies of optimization so that they can use it effectively (Porcu, del
Barrio-García and Alcántara-Pilar, 2017). This also makes the management of the resort
understand the importance of culture so that they can respect it and share their views on it with
their clients. It is necessary to take the help of web designer and computer programmers if the
leaders of the resort want to serve on the mark and make an impression with their online services
it are necessary that they apply these measures. There are some drawbacks of complying with
ICT which can affect the sales of the resort and lead to negative image of their brand in the eyes
of target audience such as issues of privacy and security. As there are many hackers who steals
the personal data of the business which is a risk as it contains all the information about the
employees and the finance being used. Email which contains the transactions of business can be
hacked which will affect the sales. There are viruses, Trojan and malware, it is necessary that
measures of safety are taken against these aspects. ICT is streamlining the process of business
which has increased the business but lead to another measures. For instance computers are
replacing humans and this is affecting the overall aspect of employment in the field of human
resources. Also it needs to be keep in mind by the management of the resort that any incident or

wrongdoing can lead to affect the image of resort as there are many influencers who critics and
share negative things about the place. This is why it is necessary to save themselves for the
platform of social media and in any case a proper response must be prepared and shared so that
the impact of these causes can be reduced (Inanc–Demir and Kozak, 2019).
Channel choice-
In order to run their campaign they take the help of social media and plan it with digital
aspects such as Instagram, Facebook and several other platforms. This aspect makes targeting
different age of consumers easy because of the habitual use of them on these aspects. They easily
get influence by the pictures or videos that are uploaded online. It is necessary that resort is
aware of the consumption pattern, their likes dislikes, wants and preferences of their customers.
It is considered as best way to take out the information and analyze it so that they can make
necessary changes in it.
Creative content-
The content that is written by the Island Beach Resort is clear and precise with headings
and bullet points which make it easily understandable for the consumer. Other than this all the
terms and conditions of the deal are highlighted so that all of the confusions can be cleared from
that. This is also done to share the deals and packages to the target audience. It is done on behalf
of the different types of consumer groups as couples which are married will get different deals in
comparison with deals that are given to bachelors. But information provided by the resort is
presented in a clear way so that meaning of the message and the reasons behind it are clearly
understood.
Recommendations-
 The resort has the option to use Google Analytics as this will help them to keep a check
on traffic generated and visited to their website. This data collected will help them to gain
insight about the effectiveness of the channel of communication used in the aspect. On
the basis of these changes they need to implement the strategy and plan set for it.
 There are other and many more options of digital marketing which can be availed by
digital marketing such as pay per click which will help them to incur revenue with every

click on the website. This way they will be able to generate more traffic and learn the
skills of attracting more people to their place which will help them to increase the rate of
conversion.
 Island Beach Resort offers their regular clients deals in packages such as discount,
membership card and other extra benefits in order to retain them for a long period of
time. This way they will be able to gain the aspect of competitive advantage.
 It is necessary that management of the resort works on harmonizing the channels so that
they can coordinate all the channels of marketing in an effective manner (Ali and Allan,
2017).
 They can easily evaluate the results of channel of individual marketing and on the basis
of it they can make the necessary changes to it. This will help them in services of
marketing so that they are able to target their audience effectively.
 They can promote their services with the help of video marketing such as virtual reality 3
D images so that they can create a video and they can be easily promoted on the channels
of Instagram, Facebook, You Tube. Other than this by working and improving their
website they will be able to increase their reach.
Task 2
Integrated Communication Plan
Executive Summary
The plan of integrated marketing communication focuses on the customers and the ability
of the company to serve them as they can be influenced. Through the development of integrated
marketing communication it is necessary for the resort to increase the appeal of the brand and
make it more powerful so that they can fulfill the mission and the objectives of them. This will
build the brand in an effective manner. This report will cover the plan of the resort in order to
reach customers and increase the level of revenue.
Company Overview-
Island Beach Resort has the strength to attract people and operate a decent amount of
business. It is because of their location and the audience they target they are able to do this.

Island Beach Resort also wants to change their channel of marketing used with the focus on
changing of channels which are related to landscape distribution. It is necessary that they comply
with the advanced level of technologies and this will be available for both the employees as well
as the clients of the resort. Also it is necessary that they work on changing the channel of
distribution (Albinsson and et.al., 2020).
Situation Analysis-
Hotel industry is considered as one of the highest revenue generating business and most
of them are successful depending on the viability of the factors. The aspect of globalization has
been beneficial for this sector as it has increased the level of disposable income in their hands.
This increases the level of development for the people dealing in the hotel industry and by
forecasting properly they will be able to achieve significant growth.
On the other hand after the analysis of consumer pattern they have seen a slight
increment in the area of travelers that prefers luxurious trip. They follow the recent trends such
as second honeymoon, adventure trips etc. the more they are focusing on increasing the level of
security standards more they are observing the increase of female travelers.
SWOT Analysis
Strength Weakness
 Accessibility to the location and the
resources they possess are the biggest
threat of the resort.
 It is designed in a eco friendly manner
and follows all the protocols which
causes no harm to environment
(Holland, 2016).
 The strategy of communication of
resort is not up to the mark.
 The level of activities undertaken for
marketing and promotion is low.
 They lack in the area of training and
development which is an important
aspect.
Opportunities Threats
 They have the opportunity to follow up
with the trends such as second
honeymoon, adventure tourism etc.
 They can grasp the area of getting more
 After Brexit the sector of tourism and
hospitality has seen a downfall.
 It is necessary to take the use of new
and advanced methods of technology in

female travelers.
 In order to work on expansion they
need to attract people from different
countries such as China, Russia etc
because of their spending power which
will be beneficial for the resort.
order to safeguard their interests.
 The political environment of the
country keeps on fluctuating which can
affect the business of the resort.
 There is high level of competition
which needs to be ensured as it is
affecting the decision of entering into
different markets.
Objectives of business
 To increase their revenue by a minimum of 10 per cent.
 Increase the sales by attracting young travelers from 15 per cent.
 Take a shift in the strategy and attract older generation.
 Increase the reach and awareness of the brand by 20 per cent.
 to work on increasing the occupancy of the resort by 10 per cent.
Objectives of communication
 Take the use of strategies such as public relation and advertising so that they can increase
the reach of the audience they have targeted so that they can build better base with their
consumers.
 Improve the methods of appeal and appearance on platforms of social media so that they
can communicate better with the targeted audience.
 It is necessary to link or associate with 25 per cent of the consumers in order to enhance
the value of the brand (Ndizera, 2018).
Marketing mix of communication
The strategy of communication will focus on increasing the identity of the brand along
with the needs and wants of the customers and the value of the brand. This will help them to
assess a distinct strategy of the brand among the segment they serve.
Theme of Campaign

After the assessment of selecting the channels of media for communication the essence of
the brand is delivered with the theme that highlights best holiday packages, levels of luxury and
glamour. Apart from this resort will also offer advantages that are sustainable with the help of
their computers which are based on the attributes that offer high quality services and accessibility
of it (Duffett, 2017).
Short commercials-
They communicate the idea on the online platforms in order to run a campaign and
collecting the data so that they can measure the rate of response of the audience they have
targeted. This will help in creating the contents for digital aspects and working on making the
connection stronger so that they can increase the traffic and focus on the development of website.
Social media
This aspect will help them to increase the awareness of the brand among their target
audience and serve as a luxury hotel and resort and present themselves in the same manner on
social media. It is necessary that management partner up on this and focus on increasing the level
of engagement with customers and increase the followers so that they can build the training
programs for employees as well as retain the customers.
Instagram-
These are some of the tools used by the Island Beach Resort in order to make the
strategies of marketing powerful. It is necessary that tie up or sign up with celebrities in order to
influence the image of brand in a positive manner. They can also use hash tags and describe the
event in that.
Blog
This will be useful for sharing the message and promotional offers. Other than this details
can also be shared such as event, wedding or luxury travel packages as this way they will be able
to attract a lot of people. Also they need to work with the agency of PR so that they can
determine the scope of work (Manika and Gregory-Smith, 2017).
SEO-

It stands for search engine optimization and it will help them to enable with pay per view
or click and manage the reputation of the business online. The range of the services of these
aspect depends on the seasonality of the business and actions taken by competitors.
CONCLUSION
From the above studies it has been concluded that it is necessary for Island Beach Resort to work
with the things that are advanced and modern so that they can make their strategies effective and
keep a check on their performance. If they are not able to get expected response then they can
see where they are making the fault and necessary steps can be taken in order to overcome that.
These aspects which are highlighted in the report will help the Island Beach Resort to increase
the awareness of the brand and attract a lot more people in order to increase more sales and
generate more revenue. Also they need to make sure that they understand the needs and wants of
target audience before planning or taking a decision for implementation of strategy so that
decision taken is right.

REFERENCES
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