Developing Marketing Communication Plan: Island Beach Resort Case

This report presents an integrated marketing communication plan for Island Beach Resort, addressing its challenges in promoting products and services. The introduction emphasizes the significance of effective marketing communication for business success. The case study focuses on Island Beach Resort, identifying communication objectives such as raising awareness, building customer relationships, and enhancing brand image. The justification for these objectives highlights the need for digital marketing, wider reach, and effective service communication. The plan includes identifying communication channels like email, content, and social media marketing, along with analyzing the decision-making process of customers and implementing the plan. The conclusion reiterates the importance of marketing communication for increasing revenue and brand awareness. References include academic sources on brand relationships, marketing communication, and digital marketing strategies.

Integrated
Hospitality
Marketing
Communicatio
ns

INDEX
– Introduction
– Overview of the case study
– Communication Objectives
– Justification of objectives
– Integrated Marketing Communication Plan
– Conclusion
– References

Introduction
Marketing communication is an important function for all the
businesses in this era. A company requires to make sure that they are
effectively communicating their products and services to their
customers. Through the help of this they can fulfil all their goals and
objectives and run a sustainable business for a longer period of time
(Ahn and Back, 2018). It is essential to derive a proper
communication plan to understand needs of customer and fulfil it
efficiently.

Overview of the case study
The following case mentioned in this report is about Island Beach
resort which is looking for further development and various steps to
manage its communication effectively using digital media. There are
a number of companies and resorts in hospitality sector which
efficiently used digital media to communicate with their customers.
Island Beach resort is facing problem in communicating and
promoting their products as well as services in market.

Communication Objectives
It is required development of objectives for marketing communication by the event manager and
accommodation manager of resort. These objectives have to be attained by through the help of marketing
plan so that resorts can overcome their dilemma and earn profits in future. Below mentioned are all the
objectives for Island beach resort:
 The first objective for communication plan is to make sure that the customers of island beach resort are
well known about its existence.
 It is required to build relationship with customers so that company can gain their loyalty improve their
brand image and also maintain healthy relationship with customers. It will help in pursuing customers
for future and also company can earn goodwill true positive word of mouth from their loyal customers.

Justification for objectives
Above-mentioned are various objectives of communication plan which will be developed by event manager and accommodation
manager of island beach resort. Below is various justification for the objectives which have been formulated:
 In context of present scenario of island beach resort, it has been found out that company is not using digital marketing
effectively. It is necessary for company to make sure that they are using digital media as an effective tool in order to spread
awareness about their business. It is the best way for marketing communication in today's world as it requires less cost and
efforts along with low investment.
 Another benefit of using digital media platform in order to communicate their services to their customers is that company can
easily reach local as well as international guest. Web media have long reach and can communicate the required information to
a number of people at the same time.
 It will also help company to effectively share all the services they provide which include recreational activities, dining,
entertainment, tennis, shopping, security and so on.

Integrated Marketing
Communication Plan
There are a number of integrated marketing communication plan which can be used so that all the objective of communication can
be achieved effectively. When taking into consideration Island beach resort following is the marketing communication plan suitable:
Identification of marketing communication channel:
The first requirement for developing a marketing communication plan is identifying different methods through which the
information can be communicated in an effective manner. In the following case the resort is conducting two weddings which have
different event managers and different customers. The resort can use communication plan including email, content marketing as well
as social media marketing in order to attract a number of customers quickly.
– Content marketing:.
 Email marketing:
 Social media marketing:

Cont.…..
Following are some of the major criteria which are needed to be
analysed for development of communication plan:
– Audience-
– Content-
– Cadence-

Cont.….
Understanding decision making process of customers:
–In order to develop an effective communication plan, it is necessary for business to
understand the decision-making process of a customer. It will be beneficial for success and
growth of resort as well. This will help in analysing what are the issues and difficulties faced
by customers while receiving the services and how can company effectively enhance their
services in order to gain maximum customer satisfaction.

Cont.….
–Implementation of marketing communication plan:
–It is essential to make sure that the plan drafted is effectively implemented
including all the policies and procedures which have been formulated. Along with
this it is also necessary that organisation page much attention to all the services
provided by them to the customers in order to resolve all the queries and problems
of customers. this will help company in increasing customer satisfaction and also
make them loyal towards the resort.

Conclusion
From the following report it can be concluded that marketing
communication is one of the major functions which is required to be
used by every business effectively. It is important to increase profits
as well as revenues effectively for an organisation. This helps an
organisation to spread awareness about their existence as well as their
products and services to their targeted customers.

References
– Ahn, J. and Back, K.J., 2018. Influence of brand relationship on customer attitude toward integrated
resort brands: a cognitive, affective, and conative perspective. Journal of Travel & Tourism
Marketing, 35(4), pp.449-460.
– Góral, E., 2020, April. Standardization or Adaptation of Marketing Communication in Islamic
Countries Clothing Market? Case Study on Iranian Women. In ICGR 2020 3rd International
Conference on Gender Research (p. 251). Academic Conferences and publishing limited.
– Maulia, R.P. and Rosyad, U.N., 2019. Strategy Integrated Marketing Communication Brand
Cosmetics Make Over.
– Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.