Marketing Channels and Communication Objectives: Island Beach Resort

This report provides a comprehensive analysis of the marketing communication strategies employed by the Island Beach Resort, a small luxury beach resort in Florida. It examines various marketing channels, including online platforms like PMS, reservation systems (NAVIS), Google Analytics, and websites, as well as social media and offline channels. The report evaluates the communication objectives of the resort, such as increasing website traffic, enhancing market presence, and gaining a competitive advantage. It justifies the selection of specific communication channels and details an integrated marketing communication plan, including a SWOT analysis, communication strategy, channel choices, and creative content. The aim is to demonstrate how the resort utilizes these channels to effectively communicate with its target audience, attract customers, and achieve its business goals within the competitive hospitality industry. The report also covers the importance of online presence, customer engagement, and the use of trending keywords to optimize website traffic and booking rates. The report is designed to show how the Island Beach Resort uses marketing channels to increase their market presence and attract customers.

Preparing for success

TABLE OF CONTENTS
 Introduction
 Main Body
 Conclusion
 References

INTRODUCTION
Introduction
• The marketing communication uses 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

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.

To Be Continued........
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.

To Be Continued........
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.

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 Be Continued........
 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

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.

To Be Continued........
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.

To Be Continued........
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.

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

To Be Continued........
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

To Be Continued........
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.

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

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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