Integrated Hospitality Marketing Communications Plan Analysis Report

This report provides a comprehensive analysis of integrated marketing communications (IMC) within the hospitality sector, focusing on the Lowry Hotel as a case study. The report begins by surveying various marketing channels, including advertising, social media marketing, public relations, and digital marketing, and evaluating their roles in achieving communication objectives. It then critically assesses how these channels are linked to deliver value and maximize resources. Furthermore, the report examines the development of communication goals, channel selection, and the creation of an IMC plan aligned with a specific hospitality organization's objectives. The analysis includes an evaluation of the success of the IMC plan's monitoring and effects, emphasizing the importance of understanding customer decision-making processes and the execution of marketing communication strategies to effectively convey messages to target audiences. The report also covers topics like content and email marketing, evaluating the effectiveness of different channels in order to enhance productivity and profitability.

Integrated Hospitality
Marketing Communications

Table of Contents
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
PART A......................................................................................................................................3
TASK 1......................................................................................................................................3
M1 Critically evaluate how marketing channels of communication are linked across a
variety of hospitality businesses to deliver value and maximise resources...........................5
TASK 4......................................................................................................................................5
P5 Evaluate a marketing communications strategy, channel selection, and creative content
in the context of an integrated marketing communications plan...........................................5
M3 Examine and evaluate the success of the integrated marketing communications plan's
monitoring and effect.............................................................................................................7
CONCLUSION..........................................................................................................................8
Books and Journal..................................................................................................................8
PART B......................................................................................................................................9
INTRODUCTION......................................................................................................................9
MAIN BODY.............................................................................................................................9
TASK 2......................................................................................................................................9
P2 Develop communication goals for a detailed hospitality company..................................9
P3 Explain why you chose the communication channels you did and how you plan to
combine them.......................................................................................................................10
M2 Examine how the communication purposes relate to the marketing communications
mix and the hotel's business objectives................................................................................10
TASK 3....................................................................................................................................11
P4 Create an integrated marketing communications plan that aligns with a specific hospitality
organization's communication objectives................................................................................11
CONCLUSION........................................................................................................................11
Books and Journal................................................................................................................12

INTRODUCTION
Marketing communication is the process that includes various types of marketing
channels so that they can convey their message to their customer. The communication
concept helps the company to get appropriate information and data about the company. It also
helped the company to gain more opportunities and create more customer base so that we can
enhance their efficiency and effectiveness in order to overcome the threats and uncertainty
factor. The marketing communication concept caters and adopts several techniques in order
to communicate with their clients and enhance the productivity of the organisation. The Tools
and techniques which are used by the organisation in order to communicate and promote their
activities in the hospitality sector is public relation, social media marketing, advertising
and many more. This report going to consider the Lowry hotel that is situated in United
Kingdom and caters several kinds of services and facilities to their clients in order to get
more opportunities Police Stop along with this this project going to analyse various kinds of
marketing channels that are used by the organisation in order to enhance their productivity
and get more opportunities. Moreover, this report going to evaluate about the Integrated
Marketing structure and strategy of the company in order to communicate with their clients.
MAIN BODY
PART A
TASK 1
P1 Survey the numerous marketing channels available and how they might assist a range of
hospitality firms in reaching their communication objectives.
There are so many types of marketing channels that is used by the company so that they can
convey their message to their clients and accomplish their objectives and goal in order to get
more opportunity and get more success.
Advertising this is the tool or the method in order to promote the product and
services which are provided by the organisation and also help the organisation to attract
engagement and sales of the company(Liu, and Chapleo, 2017). Advertisement is the concept
that comes in several forms like interactive video, banners, newspaper and include
several features in the market place. The major in of the advertising concept is to persuade
remained in inform the clients about the company. Advertising is the process which help the

company to create awareness of the brand products and services which are provided by them
to stop it also help the company to announce about the new services and products and educate
their clients about the attributes and benefits of their new services and the product which are
launched or introduced by the organisation. The Lowry Hotel are using advertising concept in
order to make their clients and their prospect aware about the features and benefits which are
provided by the company. Advertising concept also supports the organisation to enhance the
visibility of the company in the Marketplace and also support the company to attract partner
so that they can expand their business.
Social media marketing is the tool which uses social media platform and website in order to
promote their products and services which are provided by the organisation. In other terms it
refers to use I am the option of social media networks to market in order to promote their
products and services. It also help the organisation to get a part in order to engage with their
existing consumer and reach with new ones and also allowed the organisation to promote
their Desire and culture. The organisation is using social media platforms and marketing tool
to connect with the audience and build the brand image and enhance their profitability and
sales. The major social media platform which is used by the organisation in order to
communicate with their clients is Instagram, Twitter, LinkedIn, Pinterest, YouTube, and
many more. The social media platform also help the organisation to identify the needs and
requirements of their clients in order to provide amended facilities and achieve their goals
and objective so that they can get more success and opportunities.
Public relation is the activity and practice of deliberately managing and handling the spread
of the information among the person and Organisation. It also help the organisation to save
their organisation image in order to build the brand image and spread the message of the
company which are develop or formulate by them to stop it also help the company to
minimise the impact of negative publicity. Public relation is the concept of the platforms that
is adopted by the company so that they can enhance their brand awareness in front of their
client. It also support the Lowry hotel to get appropriate data that is linked to the positive
aspect about the company would stop it also helped the company to get hurt and build
affective connections with their clients so that they can generate more productivity and
efficiency in the organisation. Relation also support the organisation to develop and
formulate positive environment in the company in order to make their services different for
stock it also support the organisation to get more competitive advantages.

Digital Marketing Digital marketing concepts it aligns online based Technologies and
internet in order to promote their products and services. Another term digital marketing is
also known as online marketing in order to promote its brand and to connect with more
customer by using internet and other forms of digital communication marketing is the
concept which includes email social media marketing web based advertising test is a
marketing channel (Muntazah, 2020). There are several times of digital marketing which are
used by the organisation their Search Engine Optimisation, pay-per-click, social media
marketing, content marketing, email marketing Analytics. It is also very effective process
in order to promote their services and craft image in cent of their customer to stop it also help
the organisation to be more competitive advantages and people of communication in their
consumers and Organisation.
M1 Critically evaluate how marketing channels of communication are linked across a variety
of hospitality businesses to deliver value and maximise resources.
Marketing communication is the concept of integrated communication marketing with
the hospitality sector for stop it helps the company to develop their value and resources of the
company and also help the company to enhance their capability in order to overcome the
threats which are facing by the organisation. This is the very effective process in order to
enhance the brand Awareness of the company in front of their clients so that they can
enhance their productivity and profitability. Marketing Communication also support the
company to examine about the needs and requirements of the customer by the help of their
marketing Communications so that we can get more success and opportunities in order to
accomplish their goals and objectives which are decided by the organisation. In context of
Lowry hotels there using several times of marketing communication channels so that we can
identify the problems of their customer and make them capable to solve them.
TASK 4
P5 Evaluate a marketing communications strategy, channel selection, and creative content in
the context of an integrated marketing communications plan.
To enhance the Integrated Marketing Communication the organisation I using several
methods of communication so that they can effectively use the marketing Communications

plan full stop in order to examine about the marketing communication method the company I
needed to analyse about their target and potential consumer and also their required to identify
about the target market so that they can collect appropriate information and formulate
appropriate strategy according to the requirements (Ndungu, Kinyanjui and Abayo, 2020).
There are several kinds of channels which are used by the company that are mentioned
below:
Social media marketing this is the effective communication channel which I used by the
company so that they can promote and upgrade their services and amenities that are created
by the company so that they can get more success and opportunity in order to overcome the
challenges and threats.
Email marketing which is also very effective concept of the market communication method
that is used by the organisation so that they can convey their message and provide appropriate
information about the organisation to their consumer. It is very important for the company to
engage more customers so that they can enhance their productivity. The email marketing is
the process which helps the company Lowry hotel to enhance positive comment at their place
in order to enhance their profitability and sales of the company.
Content marketing this is the platform which helps the company to get and provide
appropriate and relevant information about the company. Content marketing include several
methods in concept like content video, video marketing, blogs in many more. These all
kinds of platform help the company to develop their connection with their customer and get
several information about the customer in order to take appropriate decisions.
Developing marketing plan it is very essential for the organisation to develop Marketing
Communication plan so that they can develop marketing strategies accordingly in order to
convey their message to their target and potential customer. The hotel Lowry is focusing on
developing communication plan strategy so that they can convey their message to their
potential customer.
Audience it is very essential for the company to examine about the potential customer
who is much interested in the company and wants to enjoy their facility. The organisation is
adopting several methods in channel so that the organisation can examine about their
potential audience which help the company to get more.

Content it is very important for the organisation to identify about their content on the
basis of their potential slides. In order to identify their content according to their potential
audience the organisation are needed to adopt a database of their consumer so that they can
help the company to enhance their effective contents for the company (Park, Kim and Kwon,
2016).
Examine the process of customer decision making Integrated Marketing
Communication is the process that help the organisation to include several understanding
concept on the basis of the neat and Desire of the customer so that accordingly the
organisation can take and made their decision. This procedure helps the company to take
relevant and effective decision so that they can satisfy the requirements on needs of their
customer. In order to make relevant and effective decision the organisation adopting several
kinds of steps that helps the company to identify about the problems which are facing by
them. In order to examine and determine about the issues of the company the Lowry Hotel
are required to conduct appropriate resources so that they can overcome the problems.
Execution of the marketing communication strategy this is the last a factor is tab
that are adopted by the organisation so that they can implement their Marketing
Communication plan to identify an agreement about their messages that is delivered to their
potential customer for stop this marketing communication can help the company to identify
that their message is delivered on the time or not. To deliver their messages the organisation
adopts types of Tools and techniques that support the company to execute their Marketing
Communication plan(Wang, Kim and Malthouse, 2016).
From the above mentioned embolization it has been identified that the company
Lowry Hotel are using several communication strategy in order to communicate with their
potential audience and get more success and opportunities.
M3 Examine and evaluate the success of the integrated marketing communications plan's
monitoring and effect
Marketing communication is the processes which help the company to get more
success and convey their message in order to create more customer base to work the
organisation to stop it also support the company to enhance their productivity and efficiency

in order to get more competitive advantages and become more popular and capitated in the
Marketplace. Along with this the organisation I using several communication marketing tools
so that they can provide effective information about their company in order to overcome the
threats (Perčić, Perić and Kutlača, 2019).
CONCLUSION
From the above Mentioned report it has been concluded that hospitality sector is very
effective and provide several services to their potential customer in order to get more success.
In context, of Lowry Hotel there using several kinds of marketing communication strategy in
order to convey their message to their potential customer so that they can enhance their
productivity and efficiency and get more competitive advantages.
REFRENCES
Books and Journal
Liu, G., Ko, W.W. and Chapleo, C., 2017. Managing employee attention and internal
branding. Journal of Business Research, 79, pp.1-11.
Muntazah, A., 2020. INTEGRATED MARKETING COMMUNICATION STRATEGY
PADA LEMBAGA ZAKAT DPU DAARUT TAUHIID. Aksara Public, 4(4), pp.35-
45.
Ndungu, E.N., Kinyanjui, W.N. and Abayo, R., 2020. Social network marketing type and
sales performance of real estate sector in Kenya: A survey of real estate companies
in Nairobi. International Academic Journal of Human Resource and Business
Administration, 3(9), pp.75-89.
Park, E., Kim, K.J. and Kwon, S.J., 2016. Understanding the emergence of wearable devices
as next-generation tools for health communication. Information Technology &
People.
Perčić, K., Perić, N. and Kutlača, Đ., 2019. The adoption of internet media as marketing
innovations in Serbia. Management, 24(2).

Wang, B., Kim, S. and Malthouse, E.C., 2016. Branded apps and mobile platforms as new
tools for advertising. The new advertising: Branding, content, and consumer
relationships in the data-driven social media era, 2, pp.123-156.
PART B
INTRODUCTION
Integrated Marketing Communication is a process that refers to the Tools and
techniques which are used by the company so that they can develop their brand image in the
Marketplace. It also support the company to enhance their communication power in order to
get more competitive advantages and create more customer base towards the company for
stop this report going to illustrate on the Lowry Hotel that is situated in United Kingdom that
is based on hospitality sector for the company features several types of service and amenities
to their potential customer in order to enhance their productivity and proficiency (Angelidou,
2016).along with this this report going to illustrate about the marketing communication
strategy which support the company to achieve their goals and objectives on the particular
time frame.
MAIN BODY
TASK 2
P2 Develop communication goals for a detailed hospitality company.
There are various kinds of purpose which are decided by the company so that they can
convey their message to their potential customer (Grubor and Jakša, 2018). There are aims
and objectives which are adopted and decided by the company so that they can communicate
with their customer and find solution of their problems.
Providing information it help the company to convey at to treat information about their
company so that the potential customers can identify information which is regarding to the
company and choose the services accordingly (Hollensen, 2018).
Brand awareness the hotel Lowry using various kinds of communication strategy so that
they can develop more brand awareness in front of their potential clients to stop it also help
the company to increase their brand image and get more success in order to become
successful.

Inspiring information this information means that the organisation is providing very
attractive and amended information regarding their Hotel so that we can get more attention of
their potential audience and enhance their profitability and productivity in order to become
successful.
P3 Explain why you chose the communication channels you did and how you plan to
combine them.
The company Lowry Hotel is adopting social media marketing in order to
communicate with their customer and to enhance their productivity and brand image towards
the potential audience. There are various kinds of advantages of using communication
channels that are below mentioned:
 It supports the company to enhance their brand recognition and also help them to
increase their profitability and efficiency.
 Social media is the platform which helps the company to overcome the threats and
become more effective in order to get more competitive advantages (Nugraha and
Wahid, 2018).
 It also supports the company to get appropriate information about their customer so
that they can formulate their Strategies and plan accordingly in order to fulfil the
requirements of their customer.
 By using social media platform the company makes them capable to connect more
consumers towards the brand in order to increase their efficiency and profitability.
Along with this it also help the company to communicate with their potential
customer and build effective relationship with them.
M2 Examine how the communication purposes relate to the marketing communications mix
and the hotel's business objectives..
Communication objectives are applied by the organisation in order to achieve their
goals and objectives. Communication may is the concert which help the company to identify
the requirements of their customer and fulfil them accordingly. It also supports the company
to develop and improve their brand image so that they can get more information about their
customer and increase their profitability. This is the concept which also supports the company
to enhance their productivity and accomplish their goals and objectives in order to become
successful.

TASK 3
P4 Create an integrated marketing communications plan that aligns with a specific hospitality
organization's communication objectives.
There is an Integrated Marketing Communication plan which has the company to
accomplish their communication goals in order to get more competitive advantages.
 It is required for the Lowry hotel to develop mission statement so that we can
identify the mission and accomplish them according to the marketing plan. Mission
statement support the organisation to formulate the marketing plan accordingly and
accomplish their goals and objectives in a very appropriate manner
 It is also very important for the Lowry hotel to examine about their objectives and
purpose of the company so that they can formulate their plans and strategies in order
to accomplish them. In order to accomplish their goals and objectives the organisation
are needed to develop teamwork in the organisation in order to get more positive
outcomes.
 It is also very important for the company analyse about their potential and effective
buyers so that they can analyse about the target customer (Pinarbasi and Akpınar,
2020).
 In order to identify the unique selling proposition of the company are needed to
adopt us because it help the organisation to examined about their communities in
order to get more competitive advantages and success for the future.
 To develop effective communication Strategies and positioning the organisation are
needed to target their audience and develop effective strategy.
 It is also very important for the company to execute and implement marketing
planning so that they can achieve their goals and objectives in a particular time
frame.
CONCLUSION
From the above mentioned report it has been concluded that Integrated Marketing
Communication is a much amended strategy which are required by the organisation to
develop them in order to get more competitive advantages and enhance their productivity and
profitability. It also supports the company to create more customer base and develop their
brand image towards the potential customer.

REFRENCES
Books and Journal
Angelidou, M., 2016. Four European smart city strategies. Int'l J. Soc. Sci. Stud., 4, p.18.
Grubor, A. and Jakša, O., 2018. Internet marketing as a business necessity. Interdisciplinary
Description of Complex Systems: INDECS, 16(2), pp.265-274.
Hollensen, S., 2018. Marketing management. Pearson UK.
Nugraha, Y.A. and Wahid, U., 2018. Brand Value of Outdoor Products through New Wave
Marketing. Papers of communication, mass media & society 2018, p.30.
Pinarbasi, F. and Akpınar, H.M., 2020. Transformation of Marketing With Technology: Case
Approach for Artificial Intelligence. In Handbook of Research on Strategic Fit and
Design in Business Ecosystems (pp. 144-165). IGI Global
.