Island Beach Resort: Integrated Marketing Communication Report

This report examines the integrated marketing communication (IMC) strategies employed by Island Beach Resort, a small-to-medium enterprise (SME) located on Florida's Gulf Coast. The report begins by evaluating various marketing channels, including direct marketing, advertising, social media, public relations, and sales promotion, and how these channels serve communication objectives within hospitality organizations. It then focuses on the IMC plan of Island Beach Resort, critically evaluating its communication strategy, channel choices, and creative content. The analysis includes a discussion of the resort's approach to establishing a strong brand image, facilitating customer behavior, building customer relationships, and managing sales volume. The report concludes with an overview of the effectiveness of the IMC plan in achieving the resort's marketing goals, emphasizing the importance of a customer-centric approach and the use of information technology to gather and disseminate information. The report highlights the importance of effective communication in achieving long-term goals and maintaining sustainability within the hospitality sector.

Unit-33
Integrated Hospitality
Marketing Communication

Table of Contents
Contents
INTRODUCTION...........................................................................................................................1
TASK1.............................................................................................................................................1
Evaluate different types of marketing channels and how they serve communication objectives
within a range of hospitality organizations............................................................................1
Critically evaluate an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content....................................................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
The integrated hospitality marketing communication is the tactics and that is used by the
hospitality industry in order to work with the customer centric approach. It will get performed
and boost up by the support of the information technology and on the basis of that the
information will get collected as from the customers database and in that the clear and
transparent message will get provided to all by making the effectual coordination (Banerjee,
2018). The role of integrated marketing communication is to get sure that the brand positioning
and values will remain synergetic and in that the common message will get circulate in the by
using the techniques by which the different in between the product will get established in
systematic manner. This report is based on Island Beach Resort that is located in Florida Gulf
Coast and access to a pristine beach, and this SMEs resort is located on an island that accessed
by boat or ferry. This report includes the different type of marketing channels and an integrated
marketing communication plan.
TASK1
Evaluate different types of marketing channels and how they serve communication objectives
within a range of hospitality organizations
The marketing channels have worked with the primary purpose to fulfil the gap in
between user and the producer of the products as it facilitates the transaction and exchange. It
might have happen in between the parties that are located in the local areas or whether in the
different nations. It includes the set of activities that is needed while transferring the goods and
services as from the production to the consumption. The marketing channel is also known as the
distribution channel as from which the product will get place in the hand of the guest and
customer with more effective and efficient manner. The marketing channel of the hospitality
industry as like Raithwaite Estate will based on different categories that are as defined below as:
 Direct Marketing: It is related to the selling and manufacturing of the products and
services and includes the modern sales, one-to one demonstration, personal contact
arrangement as well. It is a method that helps the Island Beach Resort make the direct
relation with the customers by promoting their goods and services as directing from the
text messages, mail etc that get pitch up the sales and profit of the business (Buhalis,
2018). It is more helpful for the Island Beach Resort as with they get spread more
1

awareness in the market about the different new services that get offered by them and
make easier for the customer as well to get know about the resort and to collect the
relative information as well.
 Advertising: It is the platform under which the Island Beach Resort get attract the
customer with more convincing approach and provides adequate information that their
usable data by which customer easily get connect themselves. Island Beach Resort as
performed this as from the radio, print media, television and from many others platform
as well. Island Beach Resort has uses this while promoting their new package and
services under this have publish the weekly magazines and some television advertisement
as from the local channel by which get connect with the larger number of customers.
 Social media: It is the communication channel as from where the Island Beach Resort
have more appropriately get shared their relative information as more quickly and fast as
well (Camilleri, 2018). Island Beach Resort has their own website and also manages their
pages as well as of in different media platform and from their keep promoting their
services by which their reach will become wider and attractiveness towards the customer
also get larger. As most of the people get used the social media and also spend most of
their time while using it thus it access it being more easy and flexible too by which it is
easy for the Island Beach Resort as well while making the strong interconnectivity with
the customers.
 Public relations: It is the most vital part for all the business to get makes the public
relation as it is the major key factor behind the success and the failure of the business. In
this the companies would make the direct and the indirect relation in context of
communication and with this make the better image and transform more values, belief,
trust by which the level of customer satisfaction will get up-raised and with their
improvement will also get enhanced. The Island Beach Resort has always try to make the
healthy relationship with the customer and for this have make the fruitful relation that
get made by the marketing department by which the chances of visitors visit will get
more enhanced and thus better changes will get induced in satisfactory manner.
 Sales promotion: It is also be more needed as well as essential part for the business and
with this they get manage the promotional strategy by which more sales will get
increased by which better profit will get gained by the business (Dewnarain, 2019). It is
2

more supportive to the Island Beach Resort as with this they have accomplish their short
term goals and objectives within the timely manner and has the huge impact on the
success and development of the business. In this the Island Beach Resort will provide
extra offers while online booking of the services and also offer the occasional discounts
and coupons by which customer will also get attract towards their offerings.
The communication is the being more vital within the business and helps to attain the long
terms goals while maintaining the sustainability and success. The Island Beach Resort makes the
communication objectives and with that target the larger customer and with that get achieved
their goals within the timely manner. The objective of the communication will get vary as from
the condition and the requirement of the business and with this the company has to make more
suitable changes with more adequacy (Gomez, 2019). Island Beach Resort has also made the
market research before setting the marketing objectives with the communication objective and
that is as defined below as:
 Establish Services image: It is being the vital objective of the business and under this
the business must have launch the new services and circulate the different needed
information about the relative products and services by which the customer will get the
easy and smoother access. Island Beach Resort make advancement in their services and
with this have communicate the different benefits by which more effectiveness and
efficiency of the business will get more developed. It has been used to clarifies services
will get promoted under which the working performance and productivity will get
increasing.
 Facilitate customer behaviour: It is always be the preference of the companies and
under this spread more clarity about the demand of the customer and that keep on
changing as per passes of the time. It is more needed to attract the customer in order to
satisfying the need of them and in parallel make sure that the purchasing power will also
get influenced and under this satisfy the emotion, anxiety, feeling, humour and many
other behaviour by which uses the promotional activities and advertisement to make
strong communication.
 Establish customer relation: The effective relation in between the customer and the
company is more essential to get maintain and under this the sales of the business will get
improvised in order to enhancing the purchasing ability of the customers (Inanc–Demir,
3

2019). Island Beach Resort makes the clear objective and provides the most liable
services and ads up the required basis as per the requirement and in this offer the direct
marketing by which the loyal customer base will get developed.
 Manipulate sales volume: The sales volume will get enhanced while making the suitable
communication with the customer and make the innovation and changes as per
accordingly. In this the Island Beach Resort will measure the increased and quick
changes by which they have used the sales promotion technique and with support of it
they get develop the effective sales.
Critically evaluate an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content
The integrated marketing communication plan defines the capitalised value of brand and
act as the promotional tools of the business (Krizanova, 2019). It is a plan through which the
customer will make the easiest reached towards the products and services that get served by the
Island Beach Resort by which they get stimulate more sales and better profit. Island Beach
Resort will make the communication objective and under that make their target to gain the
specific outcomes and with the basis of overall scenario the marketing standard will get
standardised by the resort. It also helps to gain the attractive competitive advantage with support
of it make effectual decision making that support to take the market edge in systematic manner.
It will allows to leverage the several component about the marketing by which the need of the
customer will get addressed and incorporates with the creative briefs, campaign messaging,
market research, strategic planning, budgeting, ROI, audience segmentation to achieve the better
and positive impact of the marketing.
Communication strategy: The integrated marketing communication plan will compensate
the customer as by working on the creative and innovative theme through which the consistent
marketing has been performed and it is basically managed with the support of different online
mediums as like the social media platform, advertisement, promotional activities, newspaper
pamphlets etc. It is more intensive process as the Island Beach Resort get the multiple rewards
and with the use of effective plan the sales will get increased by which the profit margin will also
get more developed. In this the stronger relationship will get maintained and with this Island
Beach Resort streamline with seamless development of the resorts Laurie, 2019). The Island
Beach Resort will uses the social media support as it is the most active platform by which the
4

working ability and capability of the resort will get developed by which more significant aspects
will get attained.
Channel choice: The Island Beach Resort has uses the different communication channel
and under this more of the have make the certain objectives and to accomplish that is smooth
manner the different distribution channel as from where the working standard and the flow of
information will get emphasised. In this the Island Beach Resort make the objectives first and
then the communication criteria will get established under which all the services and innovation
that get implement by the resort will simply get transformed to the customer by which ease of
understanding rate will get enhanced (Obinwanne, 2019). In this the different channel as like the
sales promotion, direct marketing and the promotion from which have target the larger customer
within the less period of time by which more and more people get know about the resort and
make their choice by which profitability will get increases.
Creative content: It is more needed that the content those get circulated or get provided to
the customer in order to make their sources even more creative. In this the Island Beach Resort
get sure that their appropriate information about their advanced services will get collectively
transferred to the customer and that is the amalgamation of all the activities that get performed
within the resort. The content must be more précised and more than that it is more effective by
which it directly hits the mental level of the customers.
5

CONCLUSION
It has been concluded from the above report that the integrated marketing communication
has been used by the business in order to circulate the similar kind of information in the market
or directly to the customer about the different products and services that get served and offered
by the business. There are different types of marketing channel as that get served the
communication objectives of the hospitality industry and with this they have circular the better
information and services to their customers. In addition to this summarised an integrated
marketing communication plan that will define its relation with the strategy, channel choice and
the creative content.
6

REFERENCES
Books and Journals
Banerjee, S. and Mandal, K., 2018. Advertisement vs societal based marketing communication:
An empirical analytic comparison vis-a-vis profit contribution. Indian Journal of
Marketing, 48(6), pp.7-21.
Buhalis, D. and Leung, R., 2018. Smart hospitality—Interconnectivity and interoperability
towards an ecosystem. International Journal of Hospitality Management, 71, pp.41-50.
Camilleri, M.A., 2018. Integrated marketing communications. In Travel marketing, tourism
economics and the airline product (pp. 85-103). Springer, Cham.
Dewnarain, S. and et. al., 2019. Social customer relationship management: An integrated
conceptual framework. Journal of Hospitality Marketing & Management, 28(2), pp.172-
188.
Gomez, M. and et. al., 2019. An integrated model of social media brand engagement. Computers
in Human Behavior, 96, pp.196-206.
Inanc–Demir, M. and Kozak, M., 2019. Big Data and Its Supporting Elements: Implications for
tourism and hospitality marketing. In Big Data and Innovation in Tourism, Travel, and
Hospitality (pp. 213-223). Springer, Singapore.
Krizanova, A. and et. al., 2019. The Effectiveness of Marketing Communication and Importance
of Its Evaluation in an Online Environment. Sustainability, 11(24), p.7016.
Laurie, S. and Mortimer, K., 2019. How to achieve true integration: the impact of integrated
marketing communication on the client/agency relationship. Journal of Marketing
Management, 35(3-4), pp.231-252.
Obinwanne, C.O. and Ukabuilu, E.N., 2019. Utilization of Integrated Marketing Communication
Tools for Brand Recognition and Sales in Hotels. Journal of Hotel Management and
Tourism Research, 4, pp.29-38.
7