Marketing Communication Plan for Island Beach Resort, Florida

This report provides a comprehensive analysis of the integrated marketing communication strategies employed by the Island Beach Resort, a small luxury beach resort in Florida. It begins with an introduction to marketing communication channels and tools, emphasizing their role in attracting customers. The report then delves into the specific marketing channels utilized by the resort, including online channels like property management systems and reservation systems, as well as tools like Google Analytics, websites, social media, and mobile applications. The report evaluates the communication objectives of the resort, such as increasing website traffic, gaining a competitive advantage, and creating an online presence. Furthermore, it justifies the selection and integration of these communication channels, detailing their respective benefits and effectiveness. Finally, the report concludes with a marketing communication plan designed to help the Island Beach Resort achieve its marketing objectives within the competitive hospitality market.

Integrated Hospitality
Marketing Communications

INTRODUCTION
The marketing communication uses different different marketing channels and tools in
combination. A marketing communication channels focus on the any way a business
communicates a message to their desired market. Indirectly companies use the marketing
channels to attract customers, so they can take their services and product. A marketing
communication tool can be annualized from personal selling, advertisement, direct marketing ,
communication, social media and promotion to the public.
This report will cover the cases study of small luxury report which is beach resort in
Florida where they provide varieties of services to their customer like , swimming, food ,
surfing etc. This report will evaluate the different type of marketing channels and how they
service communication objectives to this company (Dudo and Besley., 2016). It will also design
the communication objectives in the context of small luxury resort. This report will provide
and justify for the selection and integration of the communication channels chose. In the end of
this report will cover marketing communication plan for the small luxury report, so they can
meet their marketing objectives for the given hospitality situation in the market where they are
operating their business.
LO1
P1- Types of marketing channels which provide range of communication objectives
There are many marketing channels which are useful for the Hospitality industries to
expand their business sand they can aware customers about their product and their services.
small luxury report is also using the many different channels to take the competitive advantages
in the market, and they can attract the customers. Here are some of the channels which are used
by the small luxury report-
Online Channels (PMS)
A property management system which is the software applications fro the operations of
the hospitality accommodation and the commercial residential rental properties. It helps to
manage the functions of the Hotels and small luxury resort is also using this application as the
marketing channels where their customers can Check in- Check out, and they can book their
hotels on this online application. The Island Beach Resort choose this application because This
system is tied to an online provider which offers both back of the house functions as well as
online marketing provides that does not act as a merchant vendor.

Reservation system (NAVIS)
This is an services and software program which is developed by the Bend, Oregon
company. As part n of this program, the NAVIS Rezforce entity is incorporated. The RezForce
system offered 24/7 availability capturing after hours and busy/no-answer calls and passed any
uncooked leads to the resort (Hänninen, and Karjaluoto., 2017). In conjunction with this service,
The Resort used Escapia agent/system, an online PMS that describes itself as a vacation property
management software and online marketing solution. This provider offers a complete package
for SMEs that can include web design, back-of-the house functions and web marketing.
Google Analytic
The Google Analytical is the measurement tool, which helps to measure the
advertisement and the performance of the online campaign. This shows that how companies
campaign is performing on the online channels and also helps to provide accurate data related
to the marketing. The Island Beach Resort also added this to their list which help them to
analysis of the the resort and lodging statistics allows evaluation of the return on the
investment Island Beach Resort was receiving from the expose to their provide.
Online website
Online website which allow the customers of the Hospitality industry to know about
their company and their services which they provide to the customers and this is also useful for
them to book their accommodation services and also see the review by their customers on the
online booking site. Island Beach Resort also added the website where people are able to book
resort for the event, party or the vacation. Company use the attractive design which and easy
booking so the customers do not have to0 face the problems during the booking and taking the
hospitality experience.
Social media
This is the best way to advertise and promote the companies product and their services.
Island Beach Resort use the social media to run their campaign and attract customers to spend
their summers in their Resort. This is usefu8ll for them because its less costly and easy to use
and they can also target the people who are actually instead and looking for the Holiday,
vacations and party etc. they are targeting the customers on the basis of their income of the age
group between 25 to 40 because of the people in this age group look for the holiday planing
with their family or the people who are just married. This will provide this company their

objectives, and they will able to create good name and show their presence in the market and
people will be aware about their Island Beach Resort and people will not be trouble top search
their resort.
Mobile application
Mobile applications are also used by the any Hospitality organizations where they use
their own or the take help or the other (Jitmun and Kuwornu., 2019). This is best marketing
communication channels, Island Beach Resort is also using the Mobile application where they
provide services like booking, information about the company etc. they are also having connect
with the other sites which book boo the hotels orb they are related to the Hospitality industry
where Island Beach Resort have to give some commission for the customers.
P2- communication objective as per the situation
Most of the people who search for the Island Beach Resort but does not get the
location of the Island Beach Resort in the Florida because their marketing communication
channels are weak and by now they want to improve their marketing channels and for that they
will also run the marketing campaign to show their presence the market. Here are their
communication objectives -
Communication objectives-
 To show presence in market and aware people about the Island Beach Resort.
Justify
people are not aware about the Island Beach Resort and they are able to get any kind of
the information about them so the Island Beach Resort wants to show their presence and aware
people about their services and their resort by using the varieties of marketing communication
channels.
 To incense the traffic on their website
Island Beach Resort will develop there website and and post the attractive articles with the
treading keywords, so they can increase their traffic which will also bring new customers for
them. Website can have a good traffic but it is important for the business to have the attractive
website and also the keyword which ca take people to reach to their website, so they will
create better article and develop their website because their main goals and objective is to bring
traffic at their website.
 To gain competitive advantages in the market

Island Beach Resort main aim is to take the competitive advantages in the market. They were
not able to take competitive advantages because they were not able to attract and aware people
about their report but the marketing communication channels will help them, to get the new
customers, and they will able to earn the profitability which will also lead the Island Beach
Resort to take the competitive advantage sin the market, and they will able to show their
presence and expand their business in the hospitality industry (Johansson and Kask., 2017).
 To Create online presence
Island Beach Resort was proving various facilities to their customers which people always
dream about., like varieties of the activities boating, swing, food swimming pool, tennis courts,
volleyball, two restaurants, a coffee shop, and a convenience store and y more where people can
enjoy their holiday and the best this about in their location which is n middle of the Ocean, and
they were performing well in the past years but there were many people who were not able to
find their resort so now their plan is to show their presence online so people can easily find
them and take the varieties of activities and enjoy with their family and their friends.
 To show presence in market and aware people about the Island Beach Resort.
Justify
people are not aware about the Island Beach Resort and they are able to get any kind of
the information about them so the Island Beach Resort wants to show their presence and aware
people about their services and their resort by using the varieties of marketing communication
channels.
P3- Justification for chosen communication channels
Island Beach Resort choose a varieties of communication who have the different
different benefits but their main objective is provided platform to the Island Beach Resort.
Here is the justification of the channels choose by the Island Beach Resort
Social media communication channel
Justification
Island Beach Resort choose this communication channel for the advertisement or the run
their campaign. This is useful for them to attract customers to take their Holiday, event and
many other packs (Laenens, Mariën and Broeck., 2018). They will advertise their product the
services on the popular social media channels like Facebook and twitter, so they will able to

make the new customers. This will aware the people and they will able to create their name in
the market as the well recognized brand.
Google analytical ( Justification )
This will be useful for the company to see the performance of the company in the
market on their all the performs. It will provide the accurate data about how company is
performing and where they are getting the better traffic. This is easy to use and they can also
see how many people are watching their campaign, website a any many more. As per their
analyzable where they will get to good response Island Beach Resort can give their importance
their more as compare to the other channels.
Website (Justification)- Island Beach Resort choose this channels because if they want do
their business professionally then they should have their own website and it should be
attractive but the main things is traffic on the website which will provide them customers are
looking for the Holiday paining. To attract those customers company have to use the trending
key wort on their site so if any persona style for the beach resort then their name also can be
visible in front of them.
Online Channels (PMS) (Justification )
Island Beach Resort choose this option because this technology system have the
capability and it will make the companies system better and help them to mange their
activities. Marketing channels where their customers can Check in- Check out, and they can
book their hotels on this online application (Lipowski and Bondos., 2018). The Island Beach
Resort choose this application because This system is tied to an online provider which offers
both back of the house functions as well as online marketing provides that does not act as a
merchant vendor so they will able to make new customers and company can show their presence
in the market where they are operating their business.
Offline channels (Justification )
Island Beach Resort is also using the offline channels fro the marketing because they
are also helpful to spread message to the people, and they can aware people about their resort
and services which they are providing to their customers, so they will able to Attract the
customer. They will advertise their hotels on the newspapers and articles where people can
reach to their website and book the report for their holiday and Island Beach Resort will also
use the TV channels advertisement because it is the best way of the advertising their company,

and they can expand their business because customer will come from the all over the country
so the possibility is very high to get customers through TV advertisement.
Mobile application (Justification )
Mobile applications for the advertisement chosen by the Island Beach Resort because
they want are professional in the business and the services are also luxury so their own mobile
application will increase their reputation, and they can use it for the marketing communication an
customer can book the report and put their reservation.
LO3
P4- Integrated communication marketing plan of the company
Executive summery
This marketing communication plan will cover Island Beach Resort for effective
marketing communication (Maag, Bosshard and Anderson., 2019). It has been covers
communication strategy , channel choice and creative content to increase effectiveness.
Aim
“Aim of the Island Beach Resort is to use marketing communication channels to show
their presence in the market and attract customers“
Objectives
 To show presence in market and aware people about the Island Beach Resort.
 To incense the traffic on their website
 To gain competitive advantages in the market
 To Create online presence
Situation Analysis
SWOT Analysis
Strength
 Island Beach Resort has nice location middle of the beach where people can come with
their family and spend their vacations.
 They are providing varieties of services at their resort including recreational activities,
tennis, shopping, dining, entertainment, and security.
 Luxury services at the affordable prices which can satisfy needs and demand of the
customers.

Weakness
 Its hard to find their location on the google map because they are not using proper
marketing communication channels.
 It is an rental resort, so they have yo pay the rent which is around 1500 $ yearly which s
costly because very less people come in their resort (Muhammedrisaevna, Bayazovna
and Kakhramonovna., 202).
 Bad economic conditions are effecting their business.
Opportunities
 Effective communication channels can provide them their presence in the market which
will attract the customers.
 Implementation of the technology at their workplace can provide them opportunity to
expand their business and provide better facility to their customers.
Threats
 Competition in the Hospitality industry is very high which can create threat for the
Island Beach Resort
Communication strategy
Communication strategy plays necessary role for the Island Beach Resort where they
need to communicate with the customers to take their product and services which can helps
them achieve their objectives and their goals. The message which they will communicate with
the customer should be clear and proper so people can understand what they want to
communicate with their customers. They should always aware about their target audience , it
means they should know who they want to show their advertisement.
Channel Choice
Island Beach Resort will choose the social media platform Facebook where they will
run their marketing campaign. This will be based on the Holiday packages fro the students and
newly married couple who can enjoy at the Island Beach Resort and take services and
accommodation from them.
Creative content

Island Beach Resort can make their content creative if they will write the message
clearing and give pointed information about their Holiday packs. People always want to save
money and they look for the discount packs so Island Beach Resort can take advantages of this,
and they can also provide discount to their customers which they have show on their campaign
message (Payn Peltier and Barger., 2017).
Budget
Budget of the marketing Campaign will be around 10000. 7000 will be used for the
promotion and advertisement on the Facebook and 2000 for the campaign writer and create an
another 1000 will be extra and security amount which can be used if it is needed to spend.
Monitoring and controlling
Feedback
Island Beach Resort will use the feedback strategy in which they will take the feedback
from their markets, and they can see the performance of the marketing campaign. This is one
of the best controlling and monitoring techniques which can be used by the Island Beach Resort
and set positive result.
LO4
P5- communication strategy, Channel Choice, creative content
Communication Strategy
Communication strategy of the Island Beach Resort will be “ be Specific in which they
will communicate the specific message related to their business, and they will also offer the
understandable statement which can be easy to understand and people will understand what
message Island Beach Resort want to provide. Company will identify the audience which they
have to target their plan will be focus on the objectives which they have to gain through the
marketing communication. A marketer of the Island Beach Resort will also use tactical plans
and measurement tools to analyze the marketing communication plan.
Channel Choice
Island Beach Resort will use the digital marketing plan , in which they will run their
campaign on the Facebook and other social media platform. This is useful for the company
because they can easily target people as per their age and their interest. One more benefit from
the social media channel is that they can analyze the data about their campaign and they can

know how many people have seen their advertisement and traffic on their website after the
campaign on the social media platform.
Creative Content
Island Beach Resort will write their message with the highlighted points so people can
understand the main content of the message, and they will also write about the discount they
will get if they will take the holiday plan from the Island Beach Resort. Clear information will
be used full for them to understand and it should be attractive like proper designing will be
need ed to the Island Beach Resort to run their marketing communication campaign.
CONCLUSION
As per the report has been covered the cases study of small luxury report which is beach
resort in Florida where they provide varieties of services to their customer like , swimming,
food , surfing etc. This report has been evaluated the different type of marketing channels and
how they service communication objectives to this company. It also has been design the
communication objectives in the context of small luxury resort. This report has been provided
and justify for the selection and integration of the communication channels chose. In the end of
this report has been covered marketing communication plan for the small luxury report.

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