Analysis of Integrated Marketing Communication Plan: Galgorm Resort

This report provides an overview of an integrated marketing communication (IMC) plan for the Galgorm Spa & Golf Resort. It begins by introducing the resort and its offerings, followed by an analysis of communication objectives, which include building customer awareness, creating interest, and stimulating demand. The report then justifies the selection and integration of various communication channels to achieve these objectives. It outlines the components of the IMC plan, including an executive summary, objectives, and strategies (messaging, pricing, and communication). The report also covers budgeting, evaluation, and control mechanisms, such as marketing campaigns and KPI tools, used to measure performance and profitability. The conclusion emphasizes the importance of marketing in enhancing customer engagement and brand image through diverse communication channels like online marketing, advertising, and social media. References to relevant academic literature are also included.

TASK 3 AND TAS K 4
Integrated Hospitality
Marketing Communications

Introduction
About the company
Designing communication objectives for hospitality organisation situation
Providing justification for selection along with integration of selected communication
channels
Creating integrated marketing communication plan which meets objectives of
communication for the hospitality business situation
Conclusion
References
Table of content

Introduction
Integrated marketing communication assimilates aspects
related to marketing mix for promoting offerings
among audiences at right time as well as right place.
The presentation is about Galgorm Spa & Golf Resort
which is situated in UK for serving travellers or tourist
with effective facilities.

About the company
Galgorm Spa & Golf Resort is 4 star hospitality entity which is
set in 163 acres of lush park land involving River Maine
Flowing. It entertains its guests through recreational activities,
dining, entertainment, outdoor games etc.

Designing communication objectives for
hospitality organisation situation
Communication objectives are targets set by business for communication
purpose. All entities have communication objectives that guide them for
attaining success in having effective communication with their potential
and prospective customers. In this context, the designed communication
objectives for the resort are as follows:
To build awareness among customers
To create interest among potential client
To stimulate demand

Providing justification for selection along with
integration of selected communication channels
Managers of Hospitality Company selects and integrates communication
channels so that all the proposed communication objectives and business
objectives can be achieved promptly and effectively. In context to
Galgorm Spa & Golf Resort, justification for selection as well as
integration of communication channels chosen is as follows:
Assist the entity in all phases on achieving success in meeting
communication objectives.
Maximise business profits through attracting large people and
stimulating their behaviours for purchase.

Creating integrated marketing communication plan which
meets objectives of communication for the hospitality
business situation
Marketing communication plan and strategy
uses by firms for sharing information and
maintaining good performance in
challenging environment. In this,
strategies are formulated by management
for targeting market and attracting the
potential customers which helped to
increase the production and profitability.

Continue…
The marketing communication plan for Galgorm Spa and Golf Resort is
as follows:
Executive summary: Galgorm Spa and Golf Resort is a hotel that is
providing hotel services in wider range as it has many properties which
attracts customers and increase brand image.
Objectives: The objectives of Galgorm Spa and Golf Resort for
communication are as follows:
To integrate with customers and employees communication by using
effective communication.

Continue…
Integrated marketing communication strategy: Following
are the strategies that marketers of Galgorm Spa and Golf
Resort will be going to use for achieving communication
objectives:
Messaging strategy
Pricing strategy
Communication strategy

Continue…
Budgeting: The management of Galgorm Spa and Golf Resort set the
budget.
The managers are charging more amounts for further services such as
food and extra care that can help to maintain good performance.
Evaluation and control: For evaluating marketing communication plan
such organisation is using market campaign and KPI tool that helps to
measure the performance and increase the profitability

Conclusion
From the report marketing is main activity that uses by
organisation which helps to increase the customers and
maintain performance. Different marketing communication
channel such as online marketing, advertisement, direct selling,
social media and etc. that increase awareness and brand image.

References
Ge, J. and Gretzel, U., 2018. A taxonomy of value co-creation
on Weibo–a communication perspective. International Journal
of Contemporary Hospitality Management.
Tsai, W. H. S. and Men, L. R., 2017. Consumer engagement
with brands on social network sites: A cross-cultural
comparison of China and the USA. Journal of Marketing
Communications. 23 (1). pp.2-21.