Integrated Hospitality Marketing Communications for Island Beach

This report presents an integrated marketing communication plan for Island Beach Resort, a small resort on the Florida Gulf Coast. The report begins with an introduction and communication objectives, focusing on increasing customer awareness through effective marketing strategies. It justifies the need for better online marketing, particularly leveraging digital media to promote the resort's services and activities. The plan outlines various communication channels, including content marketing, email marketing, and social media marketing, to enhance brand image and customer engagement. It emphasizes understanding customer needs and the decision-making process to tailor marketing efforts effectively. The report concludes by highlighting the importance of integrated marketing in the hospitality industry to meet consumer needs and attract customers through quality services and diverse marketing tools.

Integrated Hospitality
Marketing
Communications

TABLE OF CONTENT
 Introduction
 Communication objective
 Justification
 Integrated marketing communication plan
 Identify different marketing communication channels
 Implement marketing communication plan
 Conclusion

INTRODUCTION
The hospitality industry plays an essential role in context to create creative
products and services. They concentrates on accepting most effective and
appropriate way for promoting it for fulfilling their target audiences in a
adequate form. This written document is based on small resort which is
named as Island Beach which is situated in Florida Gulf Coast in the year
between 2009 and 2010. There are several services that are offered that
consisted recreational activity, dinning, bedrooms, shopping and many
more.

COMMUNICATION
OBJECTIVE
The description of some objective on
which the marketing
communication plan will focus:
 The main objective of
communication plan developed is
to aware the customers of Island
beach regarding the experience of
respective firm.

JUSTIFICATION
 At the time of explaining the current situation of Island Beach resort,
they are not using online marketing channels in effective manner to
communicate about their goods and services. For making better
communication they can use digital media which will assist in spreading
information about the services and facilities that are offered by them local
and global level.
 There are several adventure sports and entertainment activities that are
offered by Island Beach. At the time of communicating online venture,
they can utilise the interesting images of all this which will grab rapid
attraction of people.

INTGERATED MARKETING
COMMUNICATION PLAN
There are several integrated marketing communication plan in term of accomplish
objective of communication in adequate form. In reference to Island Beach
Resort, the firm should implement communication plan in appropriate manner
which is as below:
Identify diverse marketing communication channel- It is important for
company to find out several marketing communication method in order to
implement the plan in a better way. This resort organise host event associated to
wedding of a person that improve brand image of firm in market. There are
divers form that is utilised by organisation in order to use communication plan
like content marketing, email marketing and social media marketing to get
attention of number of people regarding its services.

IDENTIFY DIFFERENT
MARKETING
COMMUNICATION CHANNEL
There are several marketing communication channel that are used to
implement plan in effective form: Some of them as below:
Content marketing- It maximises the awareness about the products and
services of the company to consumer and takes effective decisions that
will be useful for venture.
Email marketing- It is used to transmitting accurate data of goods and
services that offered by respective hotel to its user.
Social media marketing- It is utilised to build effective relation with
consumer and also maximise the brand image and position in
marketplace.

CONTINUE...
Develop a marketing communication plan-For developing better marketing
communication plan, it is crucial for company to evaluate the requirements
of consumers in order to fulfil them. Along with this, the island beach
focuses on utilising Facebook, Email, marketing to make identification of
user’s needs to make maximisation in the sales and profit in upcoming
time.
Audience- It is important for acknowledgment of need and wants of people in
order to fulfil them. There are several promotional channels like Facebook,
Instagram ad email marketing to influence consumer towards services
offered by company.

CONTINUE...
Understand the customer decision making process- It is essential to
understand the consumer decision making activity in order to make
determination which will be effective for growth of hotel. Along with
this, it is crucial to recognize complexity that is suffered by customer in
relation to services that offered by them and assists them in solving their
problems to increase their satisfaction extent regarding their services and
facilities.

IMPLEMENT MARKETING
COMMUNICATION PLAN
Implement market
communication plan- It is
important to form effective
plan of action, policies and
procedures in order to
implement market
communication plan in an
efficient manner.

CONCLUSION
This has been summarised from the above mentioned content that the
hospitality industry plays and effective role in fulfilling consumer’s needs
by offering quality services. Along with this, there are several kinds of
marketing channels and tools that are used by the venture to create
awareness about its products and services so that will attract towards
them and take advantages of them.

REFERENCES
 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.
 Wongwiwattana, B. and Boonpienpon, N., 2019. An Appropriate Integrated Marketing
Communication for Thai Rice Barge Dinner Cruise Business in Bangkok. Veridian E-
Journal, Silpakorn University (Humanities, Social Sciences and arts), 12(6), pp.663-681.
 Costanzo, P.J., 2018. A course project designed to aid students’ understanding of the
structure of advertisements: an application of the who says what to whom over what
channel with what effect model. Atlantic Marketing Journal, 7(1), p.5.
