This report provides a comprehensive analysis of the integrated marketing communication plan designed for the Island Beach Resort. The report begins with an introduction to integrated marketing communication within the hospitality industry, emphasizing the importance of cohesive messaging across all channels. The main body of the report focuses on the communication objectives of the resort, including establishing understanding, stimulating interest, developing repeat purchase behavior, and establishing customer relationships. It then justifies the selection and integration of communication channels to build trust, ensure cost-effectiveness, improve internal morale, eliminate confusion, and maintain top-of-mind awareness. The report details the marketing communication plan, including situational analysis, budget determination, the implementation of integrated marketing communication programs, analysis of the communication process, evaluation, mentoring, and control, as well as the review of the marketing plan. The conclusion reiterates the need for the resort to create a strong online presence and effectively utilize various promotional tools to achieve its desired outcomes and maintain a competitive edge. The report highlights the strategic importance of a well-structured and integrated marketing communication plan for the Island Beach Resort's success.
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