Integrated Hospitality Marketing Communication Plan: A Case Study

This report provides an analysis of integrated marketing communications within the hospitality industry, focusing on Norbreck Castle Hotel as a case study. It evaluates the hotel's current marketing communication situation, identifies key tools and channels, and assesses their integration to add value and maximize resources. The report also designs communication objectives, justifies channel selection, and develops a detailed integrated marketing communications plan with SMART objectives. Furthermore, it emphasizes the creation of appropriate content for chosen channels and communication objectives, including modifications to logos, taglines, and the incorporation of hygiene practices. The plan integrates various marketing tools, such as digital and social media marketing, to enhance brand value, increase customer base, and achieve business objectives.

Integrated Hospitality
Marketing
Communications

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Task 1..........................................................................................................................................3
Task 2..........................................................................................................................................6
Task 3..........................................................................................................................................8
Task 4..........................................................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
The integrated marketing communication have named as the procedure which is used for
mix marketing communication factors such as public relation, social media. Principles of
business development, analysis of audience and advertisement of brand which will be constant in
various media channels. This defines concepts of integrated marketing communication for the
selected enterprise which is Norbreck Castle Hotel which is an enterprise for hospitality located
in Blackpool, Lancashire. This was a large private country house built in 1869, in the year 1912,
Shorrock made a public company and expand this building in many phases, adds ballroom,
swimming pool and solarium(Blakeman, 2018).
The project covers many marketing channels and this is going to serve the
communication objective for the hospitality enterprises. In addition to this the highlights of
communication objectives for the appropriate channel and integration along with justification.
Moreover this will cover the produce and design of suitable content for communication objects
and channels. In the last this will demonstrate the skills which critically evaluate the case study
of hospitality which includes choice of channel, communication strategy with creative content.
MAIN BODY
Task 1
 Evaluation of current marketing communication situation and channels of firm and
identifying the tools, channels and method in use
The marketing communication is referred to message and media which markets for
hospitality enterprise use to communicate for the product and service with target segment. This
have many marketing communication which are direct marketing, sponsorships, traditional
marketing, social marketing with the presentation through which marketers will promote the
brand. In Norbreck Castle Hotel the situation of marketing communication situations were for
operate the business operations at large scale in Lancashire and make large customer base due to
their better quality hospitality service. They desire to increase the customer base for earning
profit and overcome the losses which they suffer at the time of Covid-19(Dahiya, and Gayatri,
2018). As per frequent change in trend, taste and environment the industry face huge
competition. The organisation make huge investment for their marketing as they use social media
marketing channel, holdings, traditional marketing and many more for the promotion of services

to add value for the customer. This have many factors which affect operations and marketing
for Norbreck Castle Hotel, in this the management uses SWOT analysis which assist them for
determination of good or bad are given below-
Strengths
 Great brand name
 Function at big scale and vast client
base
 Advanced skilled worker
Weaknesses
 Fewer Worldwide presence
 Fail to maintain accurate Hygienics in
Hotel
Opportunities
 Growth in new marketplace
 Advanced technology for marketing
and operations
Threats
 Effectual valuation policy of
competitors
 Dynamic situation and market
conditions
This have many kind of marketing communication channel which marketers of Norbreck
Castle Hotel use for improve the marketing and increase the effectiveness to reduce weakness
which are as follows-
Direct marketing- This is most effectual marketing channel in this the marketers know for
the target segment and their objectives and services to make an effective content. The marketers
of Norbreck Castle Hotel utilize the marketing channel for loyal customer base through sending
them items on discount, special offer and services so they can visit the enterprise again and
enhance the experience.(Fan, and, et. Al., 2021).
Advertising- The professional of this hotel utilise marketing channel and spent a lot of
money for promotion of their hospitality service on T.V, News Paper, radio, hoardings and any
other for attracting huge number of consumer. This is expensive or effective as need for contract
of advertisement agency to run, add the brand on various platform effectively for increasing
share of market.
Social media marketing- This is common and effective channel of marketing in recent
world as every enterprise use this for reaching the targeted audience in few period of time. This
is cost effective and easy for using the promotional tool which assists marketers of Norbreck

Castle Hotel for promotion of service in bigger market at lower cost. There are various social
media platform which are Facebook, YouTube, Instagram, LinkedIn which invite or influences
for promotion, places ads on blog and site which attract the tourist.
Public relations- This is one of the most effective traditional approach which assist the
enterprise to enhance the customer base at minimal cost. As the regular client of organisation
promote the service which customer will experience and this helps in order to increase their
experience. In Norbreck Castle Hotel, many of the client recommend genuinely in order to
experience services of the organisation which meet their needs.
 Critically evaluate how marketing channels of communication are integrated within a
range of hospitality organizations to add value and maximize resources making use of the
relevant marketing models
According to above discussion this will develop the Norbreck Castle Hotel integrated and
marketing channel for communication in effective manner which will increase brand value and
increase the resources. The marketers of Norbreck Castle Hotel utilize direct marketing which
give benefit to them for increasing the customer base and save cost or resources of finance.
They also use marketing of social media for communication of large number of people, which
save their time and cost to promote global service at a (Hoque, Hashim, and Azmi, 2018).
works very well for Norbreck Castle Hotel as they provide smooth customer support, best
service, consistent client experience which assists them in enhancing brand image. Furthermore,
the advertisement assist an organisation in building brand image and market value in this
industry and this leads in enhance the profit in future also. The marketing communication
channel for social media is effective for Norbreck Castle Hotel to promote hospitality service for
saving the cost and increase customer base.
 Make valid judgments about how marketing channels add value using specific hospitality
organizational examples to demonstrate how they serve communication objectives
The objective of communication focus on determination of attitudes for client towards
hospitality service, brand for customer satisfaction or credibility. So, social media marketing
communication channel is effective for Norbreck Castle Hotel to promote services of hospitality
in saving the cost and increase of customer base. This also assist them for define the
communication objective which compete, communicate and convince their stakeholders.

Task 2
 Design communication objectives for a given hospitality organizational situation and
provide justifications for the selection and integration of communications channels
chosen
The objective of communication were referred to long tern goals and aims in which
marketers were intended for increase the value of brand in time. The objective of marketing
determines behaviour for client like purchase rate, their visit and request for information. The
objective of main marketing of Norbreck Castle Hotel for convince, compete and communicate
in order to competitive gain and advantages in hotel industry.
Communicate- The objective of communication for Norbreck Castle Hotel for properly
communicate, accuracy of targeted customers for brand and hospitality service. This assist them
in spreading awareness for brand and encourage individual for experience and visit the services.
Compete- As this aids Norbreck Castle Hotel for effectively compete and consistently in
the market as the organization offer service in same market. Through effective communication of
marketing channel of Norbreck Castle Hotel able to attract targeted customers, assist in
differentiate services, make good brand image which assist in serving long.
Convince- This communication objective of Norbreck Castle Hotel will convince the
visitors for visit again through providing good quality service and content which increase the
experience. Through using ideas of innovation and new technology they will promote service
which derive attention of public which try and visit the resort and enjoy. As this assist the
enterprise for meeting desired goals in effective manner and gain positive market position.
Social media marketing and content marketing channels
The marketers of Norbreck Castle Hotel will use marketing content and marketing
channel of social media to achieve communication objective and spread awareness for brand in
all over world. Through making proper and effective content this consist of information about
Norbreck Castle Hotel to post it on social media account they increase the customer base. They
can also invite the influences for promotion and marketing so, many of the individual were seen
the offers, service and make decision for visit(John, and De’Villiers, 2020).
Justifications
The marketing of social media assist the marketers of Norbreck Castle Hotel in reaching
large number customer at a place, this save time and cost for these activities. In this the content

marketing is popular now days and attracts youngsters to visit place at once this will increase
value of brand and company's profitability.
 Evaluate the application of the communication objectives in relation to the marketing
communications mix and the hospitality business objectives
This will evaluate objective of communication is effective communicate for the
organization and brand which compete with competitors and convince people which target
customer for buying services and products. The communication marketing mix is refer to all the
tools of communication which marketers of Norbreck Castle Hotel use as email, social media,
advertising, direct marketing and many more for communication with customers to achieve the
goal of enterprise. The strategy of effective marketing have more than two tools which increase
effectiveness of enterprise and add customers value which will enhance the experience for
meeting the desires. From use of these tools the marketers will meet objective of communication
which assist for achieve the goals of business for maximum profitability and share of market.
Create a valid and detailed integrated marketing communications plan that appropriately
integrates multiple communication channels, has SMART objectives and tactics to meet the
overall marketing and business objectives
Marketing communication plan
The plan of marketing for Norbreck Castle Hotel include many marketing tool and
channel as digital marketing, social media through developing the website for promotion of
services in the world for meeting objective of business. Through using SMART objective this
will make proper plan which meet organization and communication objectives.
Specific Measurable Actionable Relevant Time bound
For enhancing
customer base
and market share
This is
measurable
through
comparison of
number of visitors
in current month
with previous
one.
As using
technology of
digital marketing
and promote
social media.
This is relevant
for Norbreck
Castle Hotel to
enhance the brand
value and
profitability.
Two month

Convince people This is
measurable
through Norbreck
Castle Hotel to
saw the number
of visitors and
tourists visit the
hotel after covid.
Through inviting
the influencers for
record all the
activities of
hygienic service
in video.
This is relevant
for Norbreck
Castle Hotel as
many people will
decide to visit
after seeing the
video of influence
which enhance
the brand value.
Three month
Task 3
 Design and produce content appropriate to the channel and communication objectives
The marketers Norbreck Castle Hotel makes effective content through modifying mix
marketing in achieving the objective of communication.
Make effective content- In Norbreck Castle Hotel , for digital marketing they furnish
effective content which uses simple language, make prospectus attractive through addition of
colours, pictures and shapes which describe the activities in detail. For marketing content they
will make video, post college pictures and GIF which innovate the way form using the
transactions which cover all areas of hotel.
Cover all details- This make video for how the members of staff will conduct the practice
for maintain proper hygiene, sanitize every time, use mask for increase experience of customer
and create safe environment for them(Kim, and Lee, 2020).
Modify logo- This modify the logo through using 3D technology, font, colors, symbol
and many more which will make this more attractive for channels. Marketing channel of social
media in which they can add more pictures of customers on social media which will make or
convince the people for visit the place.
Modify Tag lines- The content have to be clear and necessary detail will describe for
food, sustainable operation, service, taste, positive feedback and hygienic activities of the
customers. They will modify the tag line from using single line with appropriate words and this
assists the enterprise for compete with competitors and encourages individual for experience
which lead in increase of costumer base and brand value of Norbreck Castle Hotel.

 Determine the communication strategies which can be used to help achieve the objectives
The strategies of communication includes the effective content in which the marketers of
Norbreck Castle Hotel will utilize social media marketing for achieving objective of business.
This communicate strategies which includes three elements which are the message, the medium
and the target which follows-
The message- The marketers of Norbreck Castle Hotel will use content of social media
account in meaning full video, clear image, clients comment and many more which will clearly
convey message for customer about the brand which meets the objective.
The Target- They will clear the targeted audience, such as the people who are ready for
paying the cost of service, tourist and youth for spreading awareness for hospitality service form
PR(Kisiołek, Karyy, and Нalkiv, 2021).
The Medium- They will use good marketing channels as social media marketing for
convey message for many offer, innovation, discount and new projects of Norbreck Castle Hotel
for convince customer to visit again as to gain advantage of competition in market.
Task 4
 Critically evaluate an integrated marketing communication plan in relation to the
communication strategy, channel choice and creative content
The Norbreck Castle Hotel Integrated Marketing Communications Plan is outlined above
and describes how Norbreck Castle Hotel marketers will promote or communicate about their
services to a target audience in the global marketplace to create an effective communication
strategy, channel choice and creative content that is as follows are:
Communication strategy- At the Norbreck Castle Hotel, the markets develop a
communication strategy to promote their services to the target market, in which they describe the
company's goals and how they achieve them, what they mean to their organization and much
more. As they develop strategies to reach customers without doing research on current trends and
market situations, which also has advantages and disadvantages(Munsch, 2021). As it helps
them to get more customers compared to before which leads to an increase in their profitability,
but the negative aspect of their strategy is that it also increases their costs and time consumption
which affects their productivity. Channel choice- The Norbreck Castle Hotel marketer
chooses content marketing and social media marketing for their marketing communications plan
to let a large number of people know about their services. As it helps them to reach their target

audience at a low cost, which increases their brand value and market share, and reduces the cost
of marketing activities. But it takes a lot of time to search for perfect influencers and designers to
design their content, websites and profiles that delay their promotional activities to achieve the
business goals.
Creative content – At Norbreck Castle Hotel, the professionals strive to create effective content
for the promotional element of their marketing mix to effectively achieve their desired goals. It
has been critically assessed that there are some positive and negative points of their content that
affect the business operations. Making changes to their prospectus, logo and tagline will help
them attract public attention and achieve the success of their new innovation to increase their
brand equity. On the other hand, this also affects the budget of Norbreck Castle Hotel, as it needs
to hire a specialist who has extensive knowledge of 3D technology to create an effective logo. It
also increases the cost of printing a new logo, creating covers and slogans, and provides training
for their marketers on how to use digital technology in advertising.
 Critique and review the success of monitoring and impact of integrated marketing
communication plan
To evaluate the management of the Norbreck Castle Hotel's marketing plan, use various
tools such as key performance indicators and benchmarking so that they make corrections while
working on the growth plan. As they use the Key Performance Indicator to measure how digital
marketing channels add value to their services and help them increase their effectiveness in a
dynamic market. By recording the number of viewers, screen flow, comments on their post, likes
on their websites and number of followers. Norbreck Castle Hotel has been verified to be
successful after implementing their marketing plan as throughout the process they make
corrections from time to time which results in an increase in their client base(Porcu, and, et. Al.,
2019). However, in some areas they also faced difficulties such as conflicts or disagreements
between stakeholders about which channels to use for advertising. Due to a lack of digital skills,
they make many mistakes that increase their costs and time. Not knowing much about how to use
digital technology measurement tools, management measures the success of its communications
marketing plan.
 Recommendations for improving the marketing communications plan to maximise
revenue and successfully meet both communication and business objectives

Norbreck Castle Hotel marketers and professionals are advised to do proper research on
the recent market conditions such as customer expectations, post-COVID policies and more to
create a plan to convince people to visit their hotel(Rėklaitis, and Pilelienė, 2019). They also
need to train their employees to use digital technology effectively and make changes to achieve
communication and business goals. By reaching out to influencers, bloggers and celebrities for
content marketing that can save them time or costs and help them engage more with customers to
increase brand equity. You can also add other services like online booking and payment to make
it convenient for the customers to visit the hotel after COVID.
CONCLUSION
In this report this has been concluded that the marketing communication includes
different elements as public relation, direct marketing, social media marketing, advertising, sale
promotions and many other for meeting the effective objects of the business. The objective of
communication for organisation of hospitality will include convince, compete and communicate
for the stakeholder which enhance the share of market. This can be effective strategy of
communication, main content and utilization of most effective marketing channel for enhance
the customer base. Through using of advanced technology and provides training for the members
of staff a organisation of hospitality will meet the business or objectives of communication.

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