Report: Integrated Marketing Communication for Island Beach Resort

This report analyzes the integrated marketing communication (IMC) plan for the Island Beach Resort. It begins by outlining the resort's communication objectives, which include building a strong brand image and attracting customers through various services like dining, recreation, and rental services. The report then justifies the selection of specific communication channels, such as direct marketing, social media, advertising, and public relations, emphasizing their role in creating a competitive advantage and driving revenue. The IMC plan focuses on market research to establish clear goals, followed by strategies to target a wider customer base and satisfy their demands. The conclusion highlights the importance of accommodation services and the front office department's role in managing guest relations. The report references several academic sources to support its findings, providing a comprehensive overview of IMC strategies within the hospitality industry.

Integrated Hospitality
Marketing
Communciation

Content
 Introduction
 Communication objective for the resort
 Justification for selection and integration of communication channel
 The integrated marketing communication plan
 Conclusion
 References

The integrated hospitality marketing
communication plays the vital role in
the success of the business as it helps
to deliver the unified information to
the users as from the different
channels and it enhances the chances
of attraction of the customers.
Introduction

Communication objectives for the resort
The communication is being more
essential part for all the businesses as
it helps to transfer the better
information as from one party to other
by which the better connectivity will
get maintained and under this long
terms profit will get gained in timely
basis.

Continue…
• Establish product image: The Island Beach Resort provides the better
range of services to their customers as like tennis, shopping, dining,
recreational activities, security and entertainment as well. They also
provides the rental services to get manage the transportation in island
as other equipment as well like the jet skis, fishing equipments, boats,
kayaks by which the try to fulfil the demand of the customers. It helps
them to make the better and positive brand and product image.

Justification for selection and integration of
communication channel
The different communication channel has been chosen by the Island Beach
Resort and with this they have uses the direct marketing, social media,
advertising, public relations, sales promotion and that all is to develop
the customer base with the better generation of revenue. The integrated
communication marketing channel helps the Island Beach Resort to gain
the better competitive advantage and with more profit will get gained by
the stakeholders as like employee, customers, guest etc

Continue…
• It is most needed that the focus will get maintain to the
advertisement that get be the part of promotional activities and
with this communication channel the larger number of
customer will get targeted. It will used to develop the better
innovation by which the customer demand will get satisfied
and also analyse the benefits of the different products and
services that get served by the resort.

The integrated marketing communication plan
The integrated marketing communication plan helps the Island Beach
Resort by which their performance will get more improvised and
by this they could easily attain their goals and objectives in timely
manner. The Island Beach Resort will make and formulate the
different plans and in this first the market research will get
conducted by which the clear goals will get established by which it
is easy to perform the marketing function and operations.

Conclusion
It has been concluded that the accommodation service is being more
important for the visitor and have play the crucial role in the
economic development of the country. The different grading
system will get balance to differentiate the services of the guest. In
addition front office department play vital role to manage and deal
the connection with guest.

References
• Pearson, D. and Perera, A., 2018. Reducing food waste: A practitioner
guide identifying requirements for an integrated social marketing
communication campaign. Social Marketing Quarterly, 24(1), pp.45-57.
• Porcu, L. and et. al., 2019. Analyzing the influence of firm-wide integrated
marketing communication on market performance in the hospitality
industry. International Journal of Hospitality Management, 80, pp.13-24.
• Šerić, M., Ozretić-Došen, Đ. and Škare, V., 2019. How can perceived
consistency in marketing communications influence customer-brand
relationship outcomes?. European Management Journal.

Thank You