Integrated Marketing Communication Plan for Landmark London

This report analyzes integrated marketing communication (IMC) within the hospitality sector, focusing on Landmark London, a 5-star hotel. It evaluates the current marketing communication situation, identifies appropriate tools and channels, and designs communication objectives. The report justifies the selection and integration of communication channels, produces relevant content, and critically evaluates an IMC plan in relation to communication strategy, channel choice, and creative content. It further assesses the application of communication objectives within the marketing communication mix and overall hospitality business objectives, while also determining communication strategies and evaluating the success of monitoring the impact of the IMC plan, utilizing resources like social media, email marketing, and advertising to enhance customer engagement and achieve business goals.

Integrated Hospitality
Marketing
Communications

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
P1. Evaluation of current marketing communication situation and channels of the resort,
identification of tools and channels and method to be used........................................................1
M1. Critical evaluation of ways in which marketing channels of communication to be
integrated within the hospitality organisation to add values and also maximize resources for
making use of important marketing methods..............................................................................2
P2. Designing of communication objectives for the given hospitality organization situation
along with the justification of the selection and integration of the communication channel......3
M2. Evaluation of the application of communication objectives in relation to the marketing
communication mix and the hospitality business objectives.......................................................4
P3. Design as well as produce content appropriate for the channel as well as the
communication objectives...........................................................................................................5
M3. Determination of communication strategies used for purpose of helping to use and attain
the objectives. It also includes the channel and medium to use..................................................6
P4. Critical evaluation of an integrated marketing communication plan in context to the
communication strategy, channel choice and also the creative content......................................6
M4. Critique and review of the success that monitors the impact of an integrated marketing
communication plan.....................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Integrated marketing communication can be described as the planning process which is designed
for purpose of assuring to the customers for the product relevant to the person over the time. It is
an approach that includes different methods like personal selling, advertisement, sales
promotion, digital marketing and others (Adeola and Olaniyi, 2022). It is important for the
business in order to increase the awareness of product and services of the business. It enables
business for increasing the sales and profitability. This project report includes analysation of
Landmark London which is a UK-based hospitality organisation. It is an organisation that was
identified in the year 1899 in the UK. It is among the most iconic hotel of London. It is a 5-star
company which is offering premium services of its customers. This project report includes an
evaluation of the current marketing communication situation and channels of the resort,
identification of tools, methods and channels to be used. It includes the designing of
communication objectives for the given situation of hospitality organisation along with the
justification of selection and integration of communication channels chosen. It designs and
produces content appropriate to the channel and communication objectives. Moreover, it
critically evaluates an integrated marketing communication plan for purpose of communication
strategy, channel choice and relative content.
MAIN BODY
P1. Evaluation of current marketing communication situation and channels of the resort,
identification of tools and channels and method to be used.
Marketing communication can be described as the message as well as media to b used by the
marketer for purpose of communicating with its target market. It includes different types of
communication like advertising, direct marketing, sponsorship, social media and others. In the
current situation, marketing communication becomes a complex part of the business (Alam and
et. al., 2022). It helps businesses for purpose of sharing their message to their target audience. It
is important for the business as it allows them for purpose of deploying communication to the
target market.
There are different methods of communication to be used by businesses for different reasons.
These methods include different things which in the context of a person are mentioned below:
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Advertising: It is one of the sources of marketing communication that is used by a sponsor that
is used for purpose of getting the attention of the customers in the business. It is a source of
communication-related to ideas, goods as well as services. Advertisement is a method which
allows business allows businesses to teach to a broader audience and also helps to connect to the
identified sponsor, offering information in context to the products and service and also it
interpreting different features of the products in context to the needs and wants of the consumer.
There are four component of advertisement including strategy, evaluation, media and message
(George, 2021).
Direct marketing: It is the method of marketing used for purpose of seeking to attain specific
action among a group of consumers. It is a communication method in which the market takes
different formats like telemarketing, social ads and direct mail. It is used by businesses for
purpose of increasing the loyalty of the customers.
Social media: Social media marketing can be described as marketing that consist use of social
media platform as well as network for the purpose of promotion and marketing of product and
service of the company. It is one of the effective ways to promote offerings of the company of
different sizes. In the present scenario, a number of people are using social media platforms
which makes it easier for the business to interact with their customers and increase sales of the
business.
Personal selling: It is one of the methods to be used by the business for purpose of in-person
selling of products and services. It is one of the communications that is conducted by the sales
personnel in order to connect the buyer with the product of the company. It is important for the
business as it enables them to build a good relationship with the customers (Hu and Olivieri,
2021).
M1. Critical evaluation of ways in which marketing channels of communication to be integrated
within the hospitality organisation to add values and also maximize resources for making
use of important marketing methods
Marketing channel of communication are integrated by the business for purpose of attainment of
goals and objectives. It will increase the chances of success of the company as it is more
effective in comparison to individual communication channels. Integration of communication
channels helps businesses of Landmark London for the purpose of sharing resources and also
helps businesses to increase the value of marketing methods. Marketing is focusing on
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understanding the needs and requirements of the customers as it helps them for the purpose of
increasing the sales and profitability of the company. Hospitality company is serving customers
who not only belong to a single country but also from other counties. For this, the business needs
to integrate different resources and which is important for the company in order to increase the
awareness of its offering. These channels include social media, advertisements in the radio,
television and others.
P2. Designing of communication objectives for the given hospitality organization situation along
with the justification of the selection and integration of the communication channel
Objectives Specific Measurable Achievable Relevant Time
Bound
To
increase
the
awareness
of the
hospitality
service of
the
company
It is focusing on
developing a
different image of
the company and
allowing people
to know about its
offering of the
company
(Kyrousi,
Koronaki and
Zotou, 2022
).
It is a goal that
can be
measured by
the business by
analysing the
number of
customers
attracted to the
business.
It is a goal that
can be attained
by businesses by
using different
tools and
techniques of
marketing
communication.
It is relevant for
the business for
the purpose of
getting more
customers and
also for purpose
of increasing the
sales of the
company.
3
Months
To
increase
the
benefits of
the hotel
for the
visitors
and guest
It is a goal that is
focusing on
creating
differentiation in
the business.
It is a goal that
is measured by
including new
services
offered by the
company.
It can be
attained by the
business by
adding new
features and
services.
It is a relevant
goal for the
business as it is
essential for
them in order to
attract a number
of customers.
5
Months
3

In order to attained these goals, business needs to adopt one of the marketing communication
channels. Social media marketing is one of the effective marketing communication which is
adopted by the business Landmark London for the purpose of increasing the awareness of the
products and service. There are different types of social media platforms to be used by number of
people for purpose of their entertainment. Businesses of Landmark London can also be used this
platform for purpose of increasing the awareness of their product and service. These platforms
include Instagram, Facebook, WhatsApp, Snapchat, LinkedIn and others. All these platforms
allow the business to interact with their customers, understand their problems needs and
requirements and also to solve problems faced by the customers. It is one of the important
communication methods which allow businesses to connect with the customers and helps them
to build a positive relationship with the customers (Liu-Lastres, 2022).
Landmark London is a business that is using Email Marketing for purpose of promoting of the
offering of the company. It is one of the tools which is used by the business for purpose of the
customer of the list of companies to increase the awareness for new products, new services,
discounts offers and other things. It will allow the business of Landmark London for the purpose
of increase its engagement with their customers.
M2. Evaluation of the application of communication objectives in relation to the marketing
communication mix and the hospitality business objectives
There are different types of objectives of communication for their business as it helps business to
increase the awareness of their products and service and also allow them for the purpose of
includes new features of the business. It is important for them to differentiate their offering from
those of their competitor. The marketing communication mix includes different tools used by the
business for purpose of promoting of their offering to their customers. Objectives of the
hospitality business is also the same as they also want to increase the awareness of the products
and services of the company and also want to increase the sales and profitability of the business
(Mensah and Amenuvor, 2022). Landmark London adopts different types of a communication
methods in their organisation for purpose of increasing the awareness of the customers. It is a
business that is using social media as well as email marketing for purpose of influencing and
reminding customers about the offering of the company. Both of these methods allow business
managers of Landmark London to attain the goals and objectives of the business related to
communication mix.
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P3. Design as well as produce content appropriate for the channel as well as the communication
objectives
In order to design and produce the right channel of social media and also for attainment of
communication objectives, business needs to follow different steps. These steps provide
assistance to the business for a different reason. Explanations of these steps in the context of the
company of Landmark London is also mentioned below:
 In the first stage, business managers of Landmark London also need to develop goals for
social media marketing. It is also important for the business to align these goals of social
media marketing with the objectives of the business. The goal behind using of social
media marketing is to increase the number of customers with the company, increase the
engagement of customers with the company, improve their loyalty and create awareness
(Muritala, 2021).
 In order to develop any marketing plan, businesses need to undertint its target audience.
A marketing plan is developed for purpose of attracting customers and so before
developing any content for the business of Landmark London, it is important for them to
learn things about the audience.
 Business needs to consider the competition factor in their organisation for the purpose of
developing the strategy of the company. It allows them to understand ways in which
business is competitors are targeting the customers. On basis of it, Landmark London can
also develop their strategy which helps them to beat the customers in the race of
competition.
 The next step includes the social media audit in which business managers of Landmark
London is analysing their efforts about what is working and what is not. In this, the
business also identifies which audience is used by their target audience. On basis of this
information, businesses can ensure improvement in their operation process.
 After that, the business of Landmark London needs to set up an account and also needs to
improve its profit. It is also an important step that allows them for purpose of developing
an account that can be used by the company to interact with the customers (Ra and et. al.,
2021).
 It is the next stage in which businesses is finding out inspiration for purpose of posting
things about their products and services on their account.
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 Business managers of Landmark London need to ensure to create a social media content
calendar which allows them to post things about themselves on a regular basis.
Regularities is essential in order to engage the customers with the company.
 It is the stage which is focusing on compelling content which is according to the
preferences of the customers. It is important for the company in order to hold the
customer to listen and watch the content of the company regarding their offering
(Rakhmanov, Smykova and Rakhmanova, 2021).
 In the last stage, the business managers of the company are focusing on tracking the
performance. If they are not performing well, then in this stage, the business managers of
Landmark London needs to make the adjustment to the social media platforms
accordingly.
M3. Determination of communication strategies used for purpose of helping to use and attain the
objectives. It also includes the channel and medium to use.
There are different strategies to be used by the marketing managers of Landmark London while
using a communication channel. For this, they need to follow some specific strategies which is
important for them to engage the customers with them and also for purpose of increasing their
loyalties with the company. On basis of these strategies, it is also easier for the company to
attract new customers and increase the traffic on their websites and accounts. Some of these
strategies adopted by Landmark London are mentioned below:
 Making effective content according to the target audience which enables the business to
engage them for purpose of retaining the for long term.
 Use of the right words and terms is important for purpose of developing a positive
impression in minds of its target audience (Senanu and Anning-Dorson, 2022).
 It is also important for the business to ensure that they are including all information in the
marketing communication which enable them to share the complete information to its
target customers.
P4. Critical evaluation of an integrated marketing communication plan in context to the
communication strategy, channel choice and also the creative content
Marketing Communication Plan:
In order to develop a marketing communication plan, business managers of Landmark London
need to follow different steps which are mentioned below:
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Mission statement: It is one of the first stages in which business managers of the company is
setting the mission statement of the company. The mission of Landmark London is to offer
premium services to its customers for the enhancement of their overall experience (Song Ruan
and Jeon, 2021).
Identification of business objectives: It is another stage in which businesses identify different
objectives for the business. Landmark London business also has different objectives like
increasing the customers, expanding the reach of the business as well as its marketing share and
improving the loyalty of customers and others.
Identification of buyer: This stage includes identification of the target audience who are ready
for purpose of purchasing of offering to the company. Landmark London business is targeting
customers with premium income as they are offering premium services to its customers.
USP: It is the Unique selling proposition that helps businesses of Landmark London to
differentiate their services from other players in London (Suay-Pérez and et. al., 2022).
Creating effective message and positioning: It is one of the important stages in which business
managers of the company need to focus on developing the different content which will attract the
target customers, With the positioning process, it is easier for the business of Landmark London
to develop the effective positioning of the products.
Execution of marketing channel: It is the last stage in which managers of the company is
focusing on the execution of the marketing channel in order to attain the objectives of the
company.
Identification of marketing communication method:
There are different methods of marketing communication in the business which provide different
opportunities for the business. All these things are important for the business for the purpose of
increasing awareness of customers. Some of these methods of communication used by the
business of Landmark London include social media marketing and email marketing which enable
the business to attain its objectives (Twum, and Yalley, 2021).
Development marketing communication plan:
It is one of the stages in which a business needs to consider different factors. These factors in
context to Landmark London include audience, content and cadence. Audiences are the target
customers of the company, content is to be used by the business to engage its audience and
cadence includes ways in which the audience is understanding the message of the business.
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M4. Critique and review of the success that monitors the impact of an integrated marketing
communication plan
It is one of the important task for the business to develop an integrated marketing communication
plan but this process does not end with the development as it requires proper monitoring and
analysis. It is one of the important components of the business which enables for the purpose of
ensuring improvement in the plan for purpose of targeting its customer (Verma, Yadav and
Chikhalkar, 2021). It is important for the business to develop a plan which allows them to attain
the objectives and helps the firm to get success in the competitive marketplace.
CONCLUSION
From above mentioned project report, it can be concluded that integrated marketing
communication is one of the important approaches for purpose of business. It is essential for
purpose of increasing the awareness of the products and services which allows them for purpose
of increasing sales and profitability. There are different types of communication methods to
which businesses are integrating for purpose of attainment of their goals and objectives. It is also
important for the business in order to share its message of the company to its target market.
There are also different of objectives and goals set by the business and it is important for them to
attain these objectives for purpose of getting success in the marketplace. In order to share the
message of the business to its customers, the company needs to develop the appropriate content
for the business. The success of marketing communication channels depends on the right
content, so it is important or businesses to develop content according to the target audience of the
business. It is also important for businesses to develop an integrated marketing communication
plan which consists of information related to which steps to be taken in order to implement the
plan in the organisation. It consists of information related to channel choice, creative content as
well as a communication strategy.
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REFERENCES
Books and Journals
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Verma, S., Yadav, N. and Chikhalkar, R., 2021. An integrated measure of eWOM usefulness in
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