Integrated Marketing Communications Report: Lensbury Resort Analysis

This report provides an analysis of the integrated marketing communications plan for The Lensbury Resort. It begins with an introduction to marketing and its importance in persuading customers. The report outlines the communication objectives of The Lensbury Resort, including increasing brand awareness, attracting international customers, and enhancing sales. It then discusses the selection and integration of communication channels, focusing on the use of the website and social media platforms like Instagram. The core of the report presents an integrated marketing communications plan, detailing steps such as understanding the target audience, setting a budget, identifying the unique selling proposition, deciding on marketing communication methods, maintaining brand consistency, and executing the plan. The report concludes by emphasizing the significance of effective communication strategies for business success and summarizes the objectives, marketing channels, and integrated plan of The Lensbury Resort. References to relevant journals and books are included.

Integrated Hospitality
Marketing
Communications

Table of Content
 Introduction
 Communication objectives
 Selection and integration of communications channels
 Integrated marketing communications plan
 Conclusion
 References

Introduction
 Marketing is a function that helps to persuade
customers towards the organisation and promote
the brand. It is important to communicate with
the customers in an effective and efficient
manner (Anabila, 2020).
 The presentation is based on the resort that is
established in United Kingdom. In this report
there is discussion related to effectiveness of
communication channels that are used by the
Lensbury Resort.

Communication objectives
 It is seen that marketing objectives are the goals that the company want to achieve.
It is vital to set the objectives that are achievable and help to increase the customer
base by rising the awareness about the company. The objectives set by The
Lensbury resort are as follows:
 • To increase the awareness of brand and enhance social media impressions
by 10%
 • To provide customised services to the customers
 • To attract new international customers by conducting proper research
related to needs and wants of customers.
 • To enhance the sales by 5%
 • To measure customer loyalty by taking regular feedback by the customers

Selection and integration of
communications channels
 There are number of channels that can be used by the
organisation to attract the customers. The ways that are used
by The Lensbury resort to communicate with the customers
are discussed below:
 It is observed that The Lensbury resort will use their website
to communicate effectively with the customers. It is seen that
the customers always visit the website of organisation. The
first step that the customers take is to check the website of the
organisation. So the Lensbury resort has improvised the
website and made it creative so that they are able to attract
customers thereby (Dewnarain, Ramkissoon, and Mavondo,
2019).

Continue…
 In today’s time the best way to enhance the recognition
of brand is to have strong presence over social media
platforms. As most of the people are active on social
media and that is a place the customers can be given
information related to the organisation.
 It is seen that The Lensbury resort can use hashtag
campaign on Instagram that will help them to enhance
reach and attract more customers. The company can
make regular posts and the consistency will help them to
communicate with the customers (Irimiás and et.al.,
2017).

Integrated marketing
communications plan
 The steps that are being used by The Lensbury resort to
formulate an integrated marketing plan that helps to achieve
communication objectives is below:
 Understand And Know the Target Audience: It is the first step
in which The Lensbury resort will conduct a research related to
the customers. They will identify the group that they want to
attract and share all the information with.
 Set up A Budget Plan: It is important to know about the
finances and take decision at early stage. As it helps to work
according to budget and achieve the goals and objectives (Porcu
and et.al., 2019). It is important for The Lensbury resort to
consult the finance team and take effective decision related to
budget.

Continue…
 Identify the Unique Selling Proposition: It is the step in which the organisation
has to identify what makes them different from the competitions. In relation to
The Lensbury it is located in Thames in London. Along with that they provide
quality food as well as accommodation facility to the guests.
 Decide the Marketing Communication Methods: It is important step in which the
organisation selects the channels of marketing. In relation to The Lensbury Resort
they are going to use website as well as social media platform to communicate
with the customers. (Šerić, Ozretić-Došen, and Škare, 2020). It will be helpful to
attract the customers and regularly update them.

Continue….
 Maintain A Consistent Brand Element: While communicating with the customers
consistency is the key. So the company has to focus and keep charge on gthe
method that is used by them. It is seen that The Lensbury Resort will not change
the way of communicating with the customers. As it will help them to come in
eyes of customers and attract them in an effective manner.
 Execute: The marketing plan is ready and this is the stage to execute. It is the time
to get ready and use the strategies to communicate with the customers (Tasci,
2017). It is vital to communicate with the customers in an effective and efficient
way. The organisation should work as per the plans.

CONCLUSION
 From the above presentation it can be analysed that communicating with
customers is vital for every business. The better the communication strategy
followed by a business the more the company has reached and is able to earn
profits.
 Above is discussion related to the objective that are formulated by the resort to
communicate effectively as well as justification related to the marketing channels
that help the organisation to communicate in an effective manner.
 In the end of the presentation there is an integrated marketing plan that helps the
company to achieve its objective.

References
Books and Journals
 Anabila, P., 2020. Integrated marketing communications, brand
equity, and business performance in micro-finance institutions:
An emerging market perspective. Journal of Marketing
Communications, 26(3), pp.229-242.
 Camilleri, M.A., 2018. Integrated marketing communications.
In Travel marketing, tourism economics and the airline
product (pp. 85-103). Springer, Cham.