Integrated Hospitality Marketing Communications: IMC Plan Analysis

This report delves into the realm of integrated marketing communications (IMC) within the hospitality sector. It begins by highlighting the significance of designing clear communication objectives, emphasizing the importance of brand awareness and effective information dissemination. The report then explores various communication channels, including personal, broadcast, and electronic methods, advocating for the strategic utilization of these channels to reach a wide audience. Furthermore, it outlines the components of an IMC plan, including customer analysis, brand identity development, and the setting of specific goals and objectives. Finally, it concludes with the importance of a marketing budget. The report emphasizes the role of IMC in achieving hospitality marketing goals and objectives, offering a comprehensive overview of key strategies and concepts. The report also mentions the use of electronic communication channels and the importance of a unique brand identity. The report also refers to the use of IMC in the Diamond Resorts.

INTEGRATED
HOSPITALITY
MARKETING
COMMUNICATIONS

TABLE OF CONTENTS
 Introduction
 Designing of Communication objectives
 Communication channels
 IMC Plan
 Conclusion
 References

DESIGNING OF
COMMUNICATION
OBJECTIVES
It is highly important for the organizations to design their communication
objectives. This is so because this helps them a lot in achieving the
desired efficiency as well as effectiveness in the operations. The
communication objectives set by the Diamond Resorts are as follows-
 Brand awareness- It is necessary for the hospitality organizations to
make sure that they create a right brand awareness which can manage to
attract the customers as well as clients towards them.
 Dissemination of information- It is equally important for the
organizations to disseminate the required information which they deem as
necessary for the customers.

CONTINUED…
 Change of attitudes- It is necessary for the businesses to identify a
change in attitudes of their customers and clients.
 Change of behavior- It is quite important for the organizations to make
sure that they can understand the change in the behavior of their
customers.

COMMUNICATION CHANNELS
There are various types of communication channels which can be used by
an organization. Some of them are as follows-
 Personal communication- In this type of communication, conversation
with the customer is held personally by speaking directly.
 Broadcast media communication- In this type of communication, TV,
Radio and Loudspeakers can be used by the organizations to
communicate with their various types of customers and clients.

CONTINUED…
 Mobile communication channels- In this type of communication, a
message are transmitted to a private group of individuals.
 Electronic communication channels- In this type of communication,
electronic mediums can be used.
 Written methods of communication- In this type of communication, the
right techniques can be used for interaction with customers.
Justification- Electronic communication channels should be chosen by
Diamond Resorts so that they are able to transmit their message to a wide
range of customers.

IMC PLAN
An IMC Plan is required to be developed by the organizations to make
sure that they are able to achieve their desired goals and objectives. The
process which can be used for preparing it is as follows-
 Analysis and identification of the customers- It is important for the
organizations to make sure that they can do an analysis and can identify
their various types of customers easily without problems and issues.
 Unique Brand Identity- It is quite necessary for the organizations to
make sure that they are able to build a unique brand identity which will
help them in achieving their various types of goals and objectives.

CONTINUED…
 Goals and Objectives- For the organizations it is important they are able
to set their goals and objectives without problems and issues. For
Diamond Resorts it is important so as to achieve their communication
objectives.
 Marketing plan budget- This is prepared by the companies to make sure
that their marketing activities are within the pre-planned budget as
forecasted by them.

CONCLUSION
From the above presentation, it can be concluded that hospitality
marketing helps a lot in the achievement of marketing goals and
objectives of hospitality organizations. Different types of communication
objectives can be designed by the organizations. Various channels can be
used for communication. IMC plan can be prepared for the achievement
of the desired communication objectives.

REFERENCES
 Gabrielli, V. and Baghi, I., 2016. Online brand community within the
integrated marketing communication system: When chocolate becomes
seductive like a person. Journal of Marketing Communications. 22(4).
pp.385-402.
 Taecharungroj, V., 2017. Starbucks’ marketing communications strategy
on Twitter. Journal of Marketing Communications. 23(6). pp.552-571.

Thank You