Marketing Communication Plan for a Luxury Resort in Florida

This report provides an in-depth analysis of integrated marketing communication (IMC) within the hospitality sector, using Potters Resort as a case study. It explores various marketing channels, including advertising and social media, and their effectiveness in achieving communication objectives. The report examines an IMC plan, including its strategies, creative content, and channel selection, highlighting the advantages and disadvantages of different approaches. Recommendations are provided to enhance the resort's marketing efforts, such as utilizing online marketing communication methods and employing skilled professionals. The conclusion emphasizes the importance of communication channels in improving business performance, especially in raising profit and sales. The report also includes references to relevant academic literature.

Hospitality Integrated
Marketing
Communication
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Contents
Introduction......................................................................................................................................3
TASK A...........................................................................................................................................3
P1 Varioussort of marketing channels as well as how they serve communication objectives3
P5 Examination of integrated marketing communication plan with its strategy, creative
content as well as channel choice...........................................................................................4
TASK B...........................................................................................................................................6
Covered in PPT.......................................................................................................................6
CONCLUSION................................................................................................................................6
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Introduction
Marketing communication define as one of the most beneficial and effective tool assist a
business entity in order to create awareness about the brand at the competitive marketplace in an
appropriate and well defined manner. Almost each and every business entity adopts this method
for approaching their potential clients in the competitive market conditions. It has been said that
integrated marketing communication is one of the approach used by management team in order
to promote their goods and services. The current report is based on the provided case study
which is of a small luxury resort. The resort was established at the place named as Florida gulf
coast. In this report Potters Resort istaken as the base entity so that whole study will be
concluded in an appropriate manner. In this report, various sections are going to be discussed
which includes different sort of marketing channels with the view of how they serve the
communication objectives effectively. Apart from this, communication objective is formulated
for chosen resort as well as an effective recommendation is going to be given on the basis of
chosen integrated communication methods. Along with this integrated marketing communication
plan is going to be discussed along with the evaluation of all.
TASK A
P1 Varioussort of marketing channels as well as how they serve communication objectives
Overview:
The casestudy provides an overview about the positioning of Potters Resort as well as
how they adopt various modes in order to create their position at the marketplace by using
different sort of online channels. It has been analysed that there are various issues and challenges
which has been faced by various small & medium enterprises due to high competition available
at marketplace. The management team of Potters Resortgetting success to capture the
marketplace but are not sure about the elements taken at the marketplace. There are different
types of marketing channels used by business organisations to attain their objectives. Some of
these channels linked with online platform are going to be discussed as follows related to
hospitality industry:
 Advertising:It define as the most effective tool used by management team in order to
promote their products and services. All these tools assist in attracting customers towards them
which as a result leads towards the enhancement of overall sales of the entity. In reference to
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Potters Resort, the higher authority of the entity is used to reach the target market in a well
defined and systematic manner. Along with this, it is the tool which is cost effective and does
not require huge investment.
 Social media:Another effective tool used by management team in the present
environment is social media as large number of individuals are linked with social media
platform in the current environment. It is the method which includes Facebook, YouTube,
Instagram and many other platforms which is commonly used by each and every person in the
current era. In the present context of Potters Resort, itisthe method or tool used by owner of the
resort so that they can grab attention of customers across the whole wide world in a limited
period of time. It is said that an official page or websites are generated by resort owners in
order to promote their offerings. This as a result grab attention of large number of customers
towards them which as a result leads towards the attainment of organizational goals and
objectives in an effective and appropriate manner.
With the assistance of above mentioned marketing tools, it can clearly be said that all
these tools helps in creating awareness about the products and services offered by the resort to
their customers. It has also been said that determining these mediums assist in grabbing attention
of large number of customers towards them as it is cost effective and time effective. This as a
result increase the profit margins and goodwill of the company at the competitive marketplace.
P5 Examination of integrated marketing communication plan with its strategy, creative content
as well as channel choice.
At present use of internet or digital platform increases on a rapid basis as the use of
advanced technology help in fulfilling the needs and objectives of the company. It is identified
that aroundmore than a millions of peopleadopt internet inthe present environment as it helps
them in order to improve their knowledge and understanding about various latest information. In
the present context of PottersResort, it is veryessential for the top management team of the resort
that they must develop an attractive digital application so that it grab attention of large number of
customers. It has been said that developing an officialpage on Facebook and Instagram
increasesthe overall sales and profitability of the company. Some of the advantages aswell as
disadvantages ofthe company are going to be discussed as follows:
Advantages:
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Majoradvantages of the social media is thatit assist in promoting its products and services
throughdigital media which attract large number of customers towards them within stipulated
time. On the other hand, another advantage is that it is cost as well as time effective which
improves the level of revenue at the competitive marketplace. In the present context of Potters
Resort it is said that all these factors of social media assist in improving the brand image and
goodwill of the resort at the competitive marketplace in a positive and appropriate manner.
Disadvantages:
Apart from the advantages, there are some disadvantages of social media applications
which might reduce the whole performance of business organization in a negative manner.
Sometimes perception of people towards the offering can be negative which as a result influence
the overall goodwill and brand image of the resort in a negative way. Another disadvantage is
that people examine the review and feedbacks onwebsites which affect their mind-set which can
be both positive and negative. In the present context of Potters Resort, such actions affect the
whole performance and efficiency of the company in a negative or adverse manner at the
competitive marketplace.
Recommendationsand justification to the management team of the organisation
After examining each and every aspects it is said that managers of Potters Resort need to
improve some of their strategies and policies so that they can gain positive outcomes. There are
some suggestions which needs to be followed by the management team are going to be discussed
as follows:
 It has been recommended to the higher authorities of Potters Resort that they must
use all the online marketing communication methods which assist in developing
awareness and knowledge about the brand and its offerings to the customers. This as
a result leads towards the enhancement of profitability and revenue of the company
by increasing their sales.
 Apart from this, another suggestion given to the top management team of Potters
Resort is that they must high qualified and creative person who can easily handle all
the operations of the resort related to their online marketing in a well defined and
systematic manner.
 Inaddition to this, it becomes necessary for the management team to hire a candidate
who can operate a the digital function 24*7 so that all the queries and issues faced by
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customers can be solved within time frame and maintain a trust and healthy relation
ship with customers.
TASK B
Covered in PPT
CONCLUSION
From the above report it can be analysed that proper communication channels helps the
resort to improve the performance of the business. The resort uses advertising, social media,
public relationship and many more as marketing communication channel. The reports talk bout
the importance of social media in modern business and how it can gather hugs customer base in a
very small period of time. It helps in raising profit and sales in effective manner. Communication
standard are set so that actual performance can be compared with the desired one and deviation is
calculated so that manager can work on reducing or eliminating those deviation. The reports
discuss in detail about appropriate communication
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Reference
Books and journals
Mosca, F. and Casalegno, C., 2019. Managing Integrated Brand Communication Strategies in the
Online Era. Global Branding: Breakthroughs in Research and Practice: Breakthroughs
in Research and Practice, p.227.
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.
Sülük, S.B. and Aydin, K., 2019. Marketing Communications and Experiential Marketing in the
Context of Augmented Reality'. Contemporary Issues in Behavioral Finance
(Contemporary Studies in Economic and Financial Analysis, Volume 101). Emerald
Publishing Limited, pp.153-162.
Zahra, I.M., 2018. Integrated Marketing Communications (IMC): The Interdisciplinary Concept.
In Promoting Interdisciplinarity in Knowledge Generation and Problem Solving (pp.
102-123). IGI Global.
Nankali, A., Palazzo, M., Jalali, M., Foroudi, P., Amiri, N.S. and Salami, G.H., 2020. Integrated
Marketing Communication in B2B2C Area. In Beyond Multi-channel Marketing.
Emerald Publishing Limited.
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