Integrated Marketing Communication Plan for Island Beach Resort

This report analyzes the application of integrated marketing communication (IMC) within the hospitality industry, using the case study of a small luxury resort, Island Beach Resort, facing online marketing challenges. The report evaluates various marketing channels, including advertising, social media, public relations, sales promotion, and direct marketing, assessing their suitability for different communication objectives. It critically examines an IMC plan, considering channel choices, creative content, and communication strategies, with a focus on the strengths and weaknesses of the resort's current approach. Recommendations are provided to improve revenue, enhance customer engagement, and optimize the use of digital media and online platforms. The report emphasizes the importance of setting clear communication objectives, selecting appropriate channels, and measuring the effectiveness of marketing investments to achieve desired outcomes and increase brand visibility. The study highlights the significance of adapting to changing technology and the need for a well-defined marketing communication plan.

Integrated Hospitality
Marketing
Communication
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Table of Contents
Introduction......................................................................................................................................3
TASK A...........................................................................................................................................3
P1 Evaluate different types of marketing channels and how they serve communication
objectives within a range of hospitality organisations...........................................................3
P5 Critically evaluate an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content....................................................5
TASK B...........................................................................................................................................8
Covered in PPT.......................................................................................................................8
Conclusion.......................................................................................................................................9
REFERENCE.................................................................................................................................10
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Introduction
Marketing communication is basically a technique that can be adopted by organisation for
expressing the overall message to the target segment of customers. Integrated Marketing
Communication is the emerging concern that is helping in linking all the activities that are
related with communication. The present report based on the case study of small luxury Resort:
Online distribution and marketing dilemma (Petersen., Kushwaha. and Kumar, 2015). It is based
on the highland beach resort present on the Florida gulf coast that is having access to pristine
beach. current report is based on the utilisation of the online marketing channels and different
types of tools because of poor planning and bad choices in the field of outsourcing of web design
and Optimisation. Business practices have independently led to Resort not utilising the online
available platforms as a marketing communication tool and that leads to lower visibility. There is
discussion of different types of marketing channels that can be used by organisation and Critical
evaluation of marketing channels. Where is map of communication objective and justification of
a communication channel so that a particular communication plan can be created.
TASK A
P1 Evaluate different types of marketing channels and how they serve communication objectives
within a range of hospitality organisations
Overview of the case:
The present study is basically related with overall positioning of the island beach resort and how
this plant can develop different ways to create a effective position in the market with the help of
online available channels. Small and medium enterprises specially are facing high amount of
challenges because of the how much downturn has resulting into pressure on overall prices
across this industry. There is requirement of a particular plan that can help in solving the overall
marketing dilemma (Singh, and Singh, 2017). In the present case study the resort was successful
in driving the market but management was not sure about how this was happening. So in context
of future the management and employees recognise that there is of some modern marketing
channels as the traditional marketing channels have become outdated. So there has been
increasing need of some online reference and management team of the organisation to track
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different types of marketing channels. Different types of marketing channels that are available
for hospitality organisations are discussed below:
1) Advertising:
It is the tool that is used for attracting customers with the help of conveying uses of the
different services and products offered. It can be on any type of channel that can be used such as
with the help of print media electronic media according to convenience of a particular
organisation.
2) Social media:
Social media sources are increasing usage of internet there is important use of such social media
platform for the purpose of content marketing as content can easily be shared on such online
platforms. In the present case study of island Beach Resort there was no particular website that
has been built by this brand that has lead to different customers not being able to approach this
brand in a successful manner (Taoand Wilson, 2015).
3) Public relations:
This method is very helpful in making a indirect communication with the customer so
that a particular unattractive image can be created for the customers to enhance their level of
satisfaction. The island Beach Resort this is not much useful as small luxury resort and it is not
possible to maintain such public relations.
4) Promotion of sales:
This is also a very attractive method that can help in enhancement of the revenue of a particular
organisation. Island beach resort can use this method by providing appropriate coupon discounts
so that customers can be attracted towards them in case of peak season where people are having
preferences for budgeted Resorts to spend their vacations (Valos, and et.al 2017).
5) Direct marketing:
It is a very effective method that can help organisation indirectly pitching the Says by
promotion of the products with the help of direct mail or custom text to their present base of
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customers for persuading the prospective customers. In case of island Beach Resort this strategy
is very useful as they can use the data of their existing customers for the purpose of approaching
am personally and sending them customised mails and offers so that they can feel important and
this can help them in attracting these type of already visited customers who are there part of the
overall loyal base of customers.
Above Discussed are some of the communication channels that can be that can be used by the
island Beach Resort for the purpose of maintaining and increasing their sales and having more
visibility for their prospective customers. Online visibility of the website is the major issue that is
faced by such luxury small Resorts like Island beach as they are not able to highlight the
importance of their resorts and different facilities that they are offering to people. so, adoption of
any of the above discuss marketing communication channels is very important in order to
approach their customers and highlight the innovative features that are possessed by this resort as
compared to other similar type of resorts. Also apart from this new innovation that is made by
this brand related to accommodation facilities and area for building that in this resorts in
increasing its choice for their customers.
P5 Critically evaluate an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content
It can be said that with the usage of Internet and changing Technology there can be the most
preferable online available sandal for Island beach resort is social media platforms and
development of their own websites on such application (Ots, and Nyilasy, 2015). So there has to
be a detailed Evaluation of the channel of communication that can be adopted by the island
beach resort is discussed below:
Strength:
Island beach resort use of different social media platforms in order to promote the immunities
and facilities that are being offered by them this is a type of direct marketing tool which will held
this brand in creation of a Unique Identity for their customers and also held in approaching the
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customers directly with the help of customised meals on messages with the help of different
posts that they are going to create on social media platforms (Luxton, Reidand Mavondo, 2015).
Weakness:
There has been a associated weakness that has been faced by Island Beach Resort such as the
choice of Property Management was related with the online provider that was offering
backhouse functions online marketing function. But there has been a contractual relation with the
online marketing provider that is not acting as a merchant or vendor (Lee, and Coughlin, 2015).
This property was making use of a call centre for the purpose of answering calls when reception
was closed. This lead to Resort answering and accept In The certain hours of the day and was
closed at 11:00 p.m. So the current reservation system was not much helpful for this resort and
there has to be overcoming of the weaknesses and the new has to be adopted by island beach
resort.
Another major issue was the repeatedly same calls from similar persons as the resort was not
able to keep a differentiation of the contacts from one time cause of the reputed college that lead
to wastage of lot of time. There is a need to overcome this weakness by keeping a track record of
people who are and wasting the time of the front office department.
Critical evaluation of the overall marketing plan:
Marketing Communication plan has a basic into capitalising the brand value of a
particular organisation by using the available tools of promotion (Keller., 2016). It is very
helpful in making customers be more aware about different products and services that can lead to
stimulation of sale and increasing the profit. It can also help in identification of the
communication objective for a specified direction for achievement of goal. It can also lead to
affect the performance of organisation by persuading of their customers and increasing the
visibility of a brand.
Recommendations to organisation and justification:
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1. For increasing the overall revenue and enhancement of customer ways Island beach resort
can use different marketing channels of communication and such channels are
recommended in order to make effective communication. Also the new segment of the
resort that is for the planning of weddings so attractive segment that must be highlighted
in the overall marketing campaigns (Blakeman, 2018). It will help in increasing the
attractiveness of the resort and maximization of the bookings for such events also.
2. According to the provided case study it has been identified that there has been no proper
determination of the overall conversion rate of calls to exact bookings and not related
with the collected details date of reservation that are being made by each channel of the
marketing or communication that has been already adopted by this resort. Hence there is
a requirement to make sure that there is a proper system to at least measure the results
that have been drawn from the overall investment that is being made by this resort in
terms of hiring of different marketing and communication channels (Batra and Keller,
2016).
3. Digital media sources and Internet is a very effective source that is used by this beach
Resort for the purpose of increasing their present marketing sources and promotion of the
brand. So there is a need to make successful differentiation and then appropriate
responses to any type of email request for personal mail request that have been done by
the prospective customers must be taken into account at early so that customers have not
to wait and this can help in enhancing their level of satisfaction from the starting of their
connection that is build up with their customers by the Island beach resort.
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TASK B
Covered in PPT
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Conclusion
From the above discussed aspects, it can be concluded that the organisation have to develop
objectives for marketing communication plan that can help them in creation of awareness related
to the products and services. To be made only after setting up of adequate communication
objective and on basis of such objective a particular channel of communication has to be
selected. The present scenario of Resort there was a dilemma related to which marketing channel
must be adopted and it was concluded that the best available channel is the media channel that
can be used by this organisation for the purpose of enhancement of their overall sales and also it
can help in making the customers aware about the new segment of waiting that has been adopted
by this resort. Integrated Marketing Communication can help in making plans and evaluation of
strategies on the basis of certain tactics that have been developed along with the financial budget
that has in smooth functioning of all the activities that are part of the marketing communication
plan.
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REFERENCE
Books and Journals
Batra, R. and Keller, K.L., 2016. Integrating marketing communications: New findings, new
lessons, and new ideas. Journal of Marketing, 80(6), pp.122-145.
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield
Keller, K.L., 2016. Unlocking the power of integrated marketing communications: how
integrated is your IMC program?. Journal of Advertising, 45(3), pp.286-301.
Lee, C. and Coughlin, J.F., 2015. PERSPECTIVE: Older adults' adoption of technology: an
integrated approach to identifying determinants and barriers. Journal of Product
Innovation Management, 32(5), pp.747-759.
Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), pp.37-46.
Ots, M. and Nyilasy, G., 2015. Integrated marketing communications (IMC): Why does it fail?:
An analysis of practitioner mental models exposes barriers of IMC
implementation. Journal of Advertising Research, 55(2), pp.132-145.
Petersen, J.A., Kushwaha, T. and Kumar, V., 2015. Marketing communication strategies and
consumer financial decision making: The role of national culture. Journal of
Marketing, 79(1), pp.44-63.
Singh, O. and Singh, K., 2017. Formulation of value proposition for digital marketing strategy in
startups. National Journal of Multidisciplinary Research and Development, 2(2), pp.45-
52.
Tao, W. and Wilson, C., 2015. Fortune 1000 communication strategies on Facebook and
Twitter. Journal of Communication Management, 19(3), pp.208-223.
Valos, M.J., Maplestone, V.L., Polonsky, M.J. and Ewing, M., 2017. Integrating social media
within an integrated marketing communication decision-making framework. Journal of
Marketing Management, 33(17-18), pp.1522-1558.
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