Developing an IMC Plan for Island Beach Resort's Marketing

This report provides a detailed integrated marketing communication (IMC) plan for Island Beach Resort. It begins by outlining the resort's communication objectives, which include increasing market presence, enhancing website traffic, gaining a competitive advantage, and creating an online presence. The report then justifies the selection of various communication channels, such as social media (Facebook, Instagram, YouTube), online channels (PMS), offline channels (newspaper, TV), and mobile applications. A comprehensive IMC plan is presented, including an executive summary, aims and objectives, a SWOT analysis highlighting strengths, weaknesses, opportunities, and threats. The report details the communication strategy, channel choices, and a budget allocation of $11,000 for marketing campaigns, focusing on social media advertising, campaign writers, and security funds. Finally, the report addresses monitoring and controlling strategies, including feedback mechanisms, to ensure the effectiveness of the marketing plan. The report concludes with a list of references used for research.

Integrated Hospitality Marketing
Communications

P2 Communication objectives as per situation
 There are many people who search for Island Beach resort but do not get the location of the Resort
within Florida due to the weak marketing communication channel but from now they want to increase
their marketing channel and for that they will also run the several marketing campaigns to represents
their presence within market. There are several objectives of the communication are given below.
 Communication objectives
 To focus presence within market and awareness among people
 To enhance the traffic on their websites
 Island Beach resort will develop have to post the more attractive articles with attracted keywords and
also need to develop the websites as it is beneficial as it enhances their traffic that will also brings new
consumers for them. If the Websites have good traffic that is vital for the business as well as have
attractive sites as it aids the people to reach resort websites as it creates a better article and at the same
time develop their website due to this main aims as well as objectives is to being more traffic to their
websites.

CONT..
 To gain competitive advantages within market
 Island Beach resort is unable to attract the people towards their Resort as most of the people are
unaware about their Resort. The goal of resort is to take the competitive advantages within market as
they have to make aware people regarding their marketing channel to attract more customers and
generate earn profit. They are also able to grow their business within the hospitality industry.
 To create online presence
 it is also an objective which will help in creating online presence of resort. they will promote various
services offered by them to people such as boating, food, swimming pool etc. this will help in
attracting people to avail services offered.

P3 Justification for picking the communication channel
 Island Beach resort provides several communication channel for the consumes that have several
benefits. Mention below are justification regarding such channel used are
 Social media
 Island Beach resort is also chooses a communication that have several types of the benefits but at the
same time it is useful for them to attract consumers to take events, holiday as well as other packs.
 They will also advertise their services and products on the social media such s as Instagram,
Facebook, YouTube and many more.
 So because of suing such online websites they can target the new consumers as they can post their
pictures of the events hat had taken place within their resorts, also they can also target any age group
people. Firm this they will creates good as their Resort.

CONT..
 Online channel ( PMS)
 Island Beach resort picking up such option as due to their technology system have the ability and also
make the firm's system better as well as also able to manage their actions.
 Online marketing channel are such where the consumers can check in and check out with the help for
such online channel.
 The Island Beach resort firms uses such channels as it is tied to the online marketing that take care
both the back house functions and also it makes them not to act as a merchant vendor as it will
capable to make new consumers as well as show presence within market as they are the one who can
operating their business.

CONT..
 Offline channel
 Island Beach resort use such offline channel as it also useful to spread messages to the people and also
make them aware regarding their resorts as well as services, it is one more way where the consumers
can be attracted and targeted.
 As by the help of the Newspaper they will advertise their articles as where the online websites address
is provided and also mention the discount arena.
 Also Island Beach resort is provides the advertisement to the T.V channel as it is the best way to attract
the consumers as more number of consumers are attracted by the T.V advertisement,
 Also they can expand their business due to this they can also expand their business as consumers can
come from any part of the country so there is high possibility to get the consumers from T.V
advertisement.

CONT..
 Mobile applications
 These applications are chosen by the firm as Island Beach resort services are luxury as well as
professional so they can own their own mobile application that will increase their goodwill as well as
also used as a marketing communication as consumers can book the rooms and provides review and it
is very easy also consumers can anywhere at their home, offices can see the attracted discounts so it is
very for them also.
 Websites
 Island Beach resort uses such channel as they want to do their business with full professionalism so
they need to create their own websites, and they had also did it. It is very attractive also but here the
main thing on the website is traffic as it will give them pain who are looking for the holidays so for
that Island Beach resort uses the trending keyword.

P4 IMC plan to meet goals and objectives
 In order to improve their marketing communication it is necessary for Island Beach resort to develop a
proper marketing plan. this is because it will allow them to set specific goals and objectives so that it
can be attained. Also, with help of plan the resort will be able to attract customers in effective way.
thus, plan is described as below :
 Executive summary
 In this marketing communication plan of Island Beach resort has been described along with aims and
objectives that has to be achieved. Also it is described about the swot analysis of company. Moreover,
the plan will show about communication strategy to be used such as channel choice, as well as creative
content to enhance the effectiveness. Besides this the budget require to implement plan has been
mentioned. At last methods of monitoring and evaluation has been explained.

CONT..
 Aim-
 To improve marketing communication channel to attract customers by increasing
presence in market
 Objectives-
 To create awareness in market
 To gain competitive advantage by retaining customers
 to increase traffic on website

CONT..
 Swot analysis
Strength
 Island Beach resort has provides various varieties at their restaurant as it involves
shopping, tennis, security, dining, entertainment, shopping, tennis and recreational
activities.
 Many people attracted Island Beach resort as it has nice location middle of the beach
where people can also come with friends as well as family to spend their holidays
together.
Weaknesses
 One of the biggest weaknesses of the Island Beach resort is that it is very hard to find the
Resort's location on google map because they are not utilizing proper marking channel
communication.
 Island Beach resort is a rental resorts as they have to pay rent that is around 1500 $ yearly
that is very costly as very few people came within resorts.

CONT..
 Opportunities
 At their workplace new implementation of technology within workplace gives opportunity so that it
can expand their business as well as also gives better facilities to their consumers.
 Effective communication channel can also gives their presence within marketplace so that it can attract
their consumers.
Threats
 There is very high competition within their industry that can creates threats for the Island Beach resort.

CONT..
 Communication strategy
 It plays a vital role for Island Beach resort as it require communicating with consumers to
use their products as well as services that aids them to accomplish goals and objectives.
The message that can be communicate by the Island Beach resort should be proper and
clear as firms needs to understand the needs and wants of the consumers.
 The resort is also aware about their targeted consumers such as their choice in food,
room ,security and anymore.
 Channel choice
 Island Beach resort will also pick the social media platform where they will have to run
their marketing campaigns. Firms also focuses on holiday packages for newly married
couples and students as they can enjoy at Island Beach resort as well as enjoy services as
well as accommodation.

CONT..
 Budget
 It requires a proper budget in order to implement plan. On basis of it, resources
are allocated and distributed. thus, budget estimated for plan is :
 The total amount used for marketing campaign will be $11000. In that $7000 will used for
regarding advertisement and promotion on the social sites such as Facebook, Instagram
and many more. Whereas $2000 can be used for campaign writer as well and also $1000
will be for security amount that can be utilized to spend.

CONT..
 Monitoring and controlling
 There is need to monitor and control plan so that it is ensured that activities are carried out in right
direction. then, on basis of it outcomes are measured with goals. here, monitoring will be done.
 Feedback
 One of the best monitoring and controlling techniques that can be used through Island Beach resort is
known as the feedback strategy as here firm will take feedback from their markets as they can see
their performance. This strategy also gives the positive result as Island Beach resort will get to know
that where they have to do improvement in their Resort.

REFERNCES
Books and journals
 Ike, L., 2018. Marketing: Traditional, Digital and Integrated. Xlibris Corporation.
 Holland, J., 2016. Social impact “buycotts”: A tool for innovation, impact, and engagement
to teach integrated marketing communications. Marketing Education Review, 26(1), pp.33-
38.
 Schultz, D.E., 2017. International marketing communication as the global marketing
change agent. Strategic International Marketing: An Advanced Perspective, p.117.
 Daryani, S. and Mohammadalizadehfard, S., 2018. The Effect of Integrated Interactive
marketing on the Profitability of Irancell Company. Mapta Journal of Mechanical and
Industrial Engineering (MJMIE), 2(2), pp.36-46.
 Rahman, M., 2016. Overall marketing plan/activities/strategy of Support Group.
 Nguyen, H., 2018. MARKETING COMMUNICATION PLAN FOR HO CHI MINH CITY
UNIVERSITY OF TECHNOLOGY (HCMUT) TO ATTRACT MORE INTERNATONAL
STUDENTS.

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