Integrated Marketing Communications for Heythrop Park Resort Analysis

This report provides an analysis of the marketing communication strategies employed by Heythrop Park Resort, a hospitality establishment located in Oxfordshire. It begins by defining marketing communication and its significance in attracting customers, then proceeds to evaluate various marketing channels, including advertising, public relations, and direct marketing, and how they are utilized by Heythrop Park to achieve their communication objectives. The report then critically evaluates the resort's integrated marketing communications plan, focusing on its communication strategy, channel choices, and creative content. It examines the role of advertising in creating awareness, persuasive marketing in changing customer perceptions, and public relations in maintaining a positive brand image. The report also explores the effectiveness of direct marketing, particularly through social media, in reaching customers and gathering feedback. The analysis concludes by summarizing the key findings and emphasizing the importance of a well-integrated marketing communication plan for the long-term success of the resort.

Integrated Hospitality
Marketing Communications
(Part A)

Table of Contents
INTRODUCTION...........................................................................................................................3
Evaluate different types of marketing channels and how they serve communication
objectives within a range of hospitality organisations...........................................................3
Critically evaluate an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content....................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing communication is defined as such channels and ways which are used by the
businesses in order to provide message to their potential customers regarding services or
products provided by them. This way attraction can be created towards customers and leads the
company to have high customer portfolio (Blakeman, 2018). The present report is based on
Heythrop park resort which is situated in Oxfordshire. Heythrop park is famous for their 18th
century elegance which is meeting standard style of 21st century as the resort is providing
venues for weddings, golf course which gives the 4 star ratings to the resort. This report is
differentiated into two parts under which in first part various types of marketing channels are
explained along with preparing of marketing communication plan.
Evaluate different types of marketing channels and how they serve communication objectives
within a range of hospitality organisations
Marketing channels are associated with people and organisation and such activities which are
used in order to distribute various services and products to ultimate customers. These channels
are helping the business to acquire higher customers’ attention and to prepare such
interconnected network which could lead to transfer products in direct or indirect manner. In
the context of hospitality using marketing channels are effectively creating such flow in the
market by which services of marketer can reach out to customers (Hänninen and Karjaluoto,
2017). For Heythrop park as the organisation is serving in providing resort services to their
customer so they are using various marketing channels so that to get attention of their
customers and their support in systematic manner. Under this manner Heythrop park is using
such marketing tool for aligning their business objectives and the same are elaborated as under:
Advertising: Advertising is the paid form of communication in which a particular
sponsor draws attention of public in order to make positive buying decisions. Advertising is one
of the oldest forms of communication and promotion but in recent decades this form has been
changed in enormous manner in which inclusion of internet has been seen. There are various
forms of advertising such as print media, digital media and many more. For Heythrop park the
major role of advertising is to provide knowledge to their customers as in context of service
offerings by them in order to tempt them and enhance customer footfall. Informative

advertising provides awareness in customer regarding organisational offerings so that related
benefits can be attained. In this manner for Heythrop park using informative advertising would
be highly beneficial as this leads the company to acquire higher customer and profits as well.
On the other hand Persuasive marketing is defined as such type of marketing which helps
customer to change their perception so that they can take chances to try new brands and their
products and services. With the help of persuasive marketing Heythrop park can acquire such
customers those are prone towards using new brands of their products and services.
Advertising is the method of communication which creates credibility and legitimacy so that to
reach out to larger population. With the help of advertising Heythrop park can repeat message
in smaller intervals so that message can be recalled by customers and brand awareness can be
build up. In current time advertising has merged with digital platform and providing perfect
impression to individual (Dejnaka, 2017). The major objective of advertising communication
media is to reach out to maximum number of customers so that higher frequency can be
attained and in continuous manner sales or customer footfall can be increased.
Public relations: Public relations are defined as the process of maintaining positive image in
front of customers so that beneficial results can be exerted with communities. PR activities are
playing significant role for a business in which positive associations can be given to target
audience so that sales can be enhanced. In the context of Heythrop park, with the help of using
PR as marketing communication channel may lead them to strongly influence potential
customer to use their services. Public relation is the tool set which helps in spreading such
information to public so that opportunities for damaging market image can be avoided. For
Heythrop park this is a wise decision to strengthen relationship with public so that positive
image within marketplace can be obtained which is helpful for long term survival of the
organisation (Yoga, Korry and Yulianti, 2019). There are various PR tools which can be used
by Heythrop park in order to meet their business objectives such as sponsorship, crisis
management and many more. In current time crisis management is one of the significant tool
which can be used by Heythrop park in order to overcome from the disruption of COVID so
that emergency situation can be dealt in most appropriate manner.
Direct marketing: Direct marketing is one of the significant tools which can be used by
organisation so that to meet business objectives in appropriate manner. In direct marketing there

is no mediator involved which makes it easier to communicate with public in direct manner.
This method is helpful in taking out such desired feedbacks from public which is helpful in
enhancing service quality. The major purpose of direct marketing is to reach out to public in
direct manner so that most relevancies can be created with needs and demands of customers. In
recent time social media marketing is one of the influential modes of direct marketing in which
customers can be communicated in digital manner and their behaviour can be analysed in order
to get productive results. In this digital age people are highly active over social media so using
social media campaign Heythrop park can acquire attention of customer in such a way that it
can be aligned with organisational objectives. This is a highly effective method which can be
used by Heythrop park to meet their objective in low cost using a common channel experiences
and opinions of customers can be obtained and the same can be enhanced as well. Digital
marketing is highly interactive in nature due to which data can be gathered under this in highly
synergic manner. In order to lead market in this digital ground online presence is highly
required so with the help of social media Heythrop park can foster communities and acquire
proper edge of the market.
In this manner using such channels of communications Heythrop park can lead to attain
marketing objectives of the business in such a way that sustainability can be attained in
appropriate manner. Using various promotional schemes Heythrop park can acquire attention of
customer and reach to their ultimate marketing objectives. This has been observed that in
current time people are highly concerned about their ease and comfort so taking advantage of
this Heythrop park can provide customised services to their customers so that distinct position
in the market can be attained.
Critically evaluate an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content
Heythrop Park could be helpful for the business to serve their customers in such a
manner that strategic objectives can be attained and long term sustainability can also be attained
along with gaining edge in communication channels. This plan is associated with market
segmentation, targeting and using appropriate budget module so that to take monitoring and
controlling measures (Bayazovna, 2020). The new marketing communication plan is only
focused over such external segment by which they can use social media as channel of

communication and establish communication with them and take appropriate actions to
persuade them for making positive purchasing decisions. In the context of hospitality industry
this is imperative to hold such degree in the business so that customers can be communicated in
direct manner in which needs and demand of customers can be met in effective manner. In
current time trend of social media as this method of communication is highly emphasised over
dealing with customers in direct manner so that analysis of their needs and expectations can be
performed. For a business there are two types of major stakeholders such as internal and
external so using communication strategy could be helpful in meeting goals and objectives of
the business in such way that all dimensions can be covered. The current marketing
communication plan helps Heythrop park to attract and communicate with their customers so
that higher market edge can be attained. In the current era of digitalisation in order to gain
customer interest using social media channels could be advantageous for Heythrop park for
attracting customers and reshaping market dimensions.
In order to initiate such communication plan budget is the foremost step which is
required to be exerted by Heythrop park so that to attain their marketing objectives. In current
time implication of COVID may impact the marketing budget of the organisation and in this
way sales and profits can be enhanced by meeting such objectives. The major feature of
marketing budget is to be cost effective so that to attain objectives in economical manner and to
bring focus over the brand and accumulating team efforts so that to acquire prominence. The
trend of using internet is increasing in aggressive manner within current time so using
innovative social networking websites could be helpful for Heythrop park to acquire their
objectives in most possible manner (Nugroho, 2018). On top of taking marketing decision
comfort and ease are the two major concepts which are undertaken by customers.
In order to align the same there are different factors which are obtained by customers and to use
these factors as advantageous aspect Heythrop park is required to use these information within
existing market so that to grab customer attention. So in this manner social media and website
should be the prior focus of Heythrop park to establish effective communication with their
customers. Before initiating collecting information this is imperative that Heythrop park is
focused over providing customised services to their customers so that huge range of customer
can be attracted. The top authority and managerial team of the organisation is required to focus

on creating such creative content which helps in rendering such effective communication with
customers so that mind-set of customers can be changed (Ibrahim, 2016). The company is
providing various services which are being offered with heavy discounts so that large range of
customers can be attracted. Besides this with the help of websites and blogs Heythrop park is
trying to stay connected with their customers and establish communication in most effective
manner.
CONCLUSION
From the above detailed information this can be concluded that there are various
channels of communication that can be used by businesses in order to communicate with
existing and potential customers. On the other hand as in current time customers are focused
into satisfying their needs and demands in easy and customised manner so in this regard
businesses are putting higher edge over such plan of actions so that appropriate edge can be
attained in the market. Communication plan is regarded as such strategy which is associated
with such tactics that can be used to generate positive market image of the business. Marketing
communication is used in order to ensure that appropriate message is being delivered to the
customers so that overall brand image can be increased.

REFERENCES
Books and journals
Bayazovna, G.N., 2020. Marketing communication strategy and its essence. Вопросы науки и
образования, (1 (85)).
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Dejnaka, A., 2017. Technologization of marketing communication–new trends. Annales
Universitatis Mariae Curie-Skłodowska, Sectio H Oeconomia, 51(2), pp.59-68.
Hänninen, N. and Karjaluoto, H., 2017. The effect of marketing communication on business
relationship loyalty. Marketing Intelligence & Planning.
Ibrahim, M., 2016. Evaluating hotel websites as a marketing communication channel: A
dialogic perspective. Information Development, 32(3), pp.718-727.
Nugroho, A., 2018. The Hospitality Marketing Communication Attribute. A Case Study
(ahrhbali (Hard Rock Hotel Bali). Journal of Marketing and Consumer Research, 50.
Yoga, I.M.S., Korry, N.P.D.P. and Yulianti, N.M.D.R., 2019. Information technology adoption
on digital marketing communication channel. International journal of social sciences
and humanities, 3(2), pp.95-104.