Evaluating IMC: A Case Study of JW Marriott Hotel's Strategies

This report provides a comprehensive analysis of integrated marketing communication (IMC) within the hospitality industry, using JW Marriott Hotel as a case study. It identifies current marketing communication tools and channels employed by JW Marriott, including advertisement, social media marketing, direct marketing, and sales promotions, and evaluates their effectiveness in achieving communication objectives. The report also examines the hotel's communication objectives—communicate, convince, and compete—and justifies the use of content marketing and social media marketing channels. Furthermore, it assesses the integrated marketing process, reviewing the success of JW Marriott's IMC plan in enhancing brand awareness and customer engagement. Desklib offers this assignment solution and a wide range of study resources for students.

INTEGRATED MARKETING COMMUNICATION

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Task 1..........................................................................................................................................4
P1 Identify the current marketing communication and channel for understanding the different
tools, methods and channels in use.............................................................................................4
M1 critical analysis of the way by which marketing channel of the communication integrated
with the hospitality organisation for maximising the resource in the marketing models...........7
Task 2: ........................................................................................................................................7
P2 Design the different communication objectives in context with the organisation and
justification of the chosen communication channel: ..................................................................7
M2 Analysis of the communication objectives with respect to the marketing communication
mix and different business objectives ........................................................................................9
Task 3: ......................................................................................................................................10
P3 Designing of the suitable content for increasing the communication objectives.................10
P4 evaluation of the integrated marketing process in context with the channel, creative content
and communication strategy.....................................................................................................10
M4 review of the success of integrated marketing communication plan:.................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Integrated marketing communication is the set of process which integrate the elements of
the marketing communication and increase the image of the organisation in the by optimising the
relationship with the stake holders. The integrated marketing communication unite the different
factors of the marketing communication which increase the business development by increasing
the social media targets, public relations, brand identity etc. The integrated marketing
communication is act as the multidisciplinary fields and focus on both new media and traditional
methods (Faizah, Whitburn, Karg and Turner, 2020). The integrated marketing communication
is the very important tool for the business in the modern world. The concept of integrated
marketing communication had developed by the Schultz in the 1980s. The main aim of the
integrated marketing communication is to develop and enhance the promotion of the brands and
services to the end user for long term survival in the markets. The hospitality industry needs
proper integrated marketing for generating the high revenue which enhance the economical
development. The given report has chosen the JW Marriott Hotel for describing the Hospitality
integrated marketing communication. The JW Marriott Hotel had established in the 1984 in
Washington, D.C. The hotel has expanded their services in the different countries in the forms of
hotels and resorts. The JW Marriott hotel provides the service of the lodging, staying, food
facilities beverages, clubs and meeting halls (AlAwadhi and Al-Daihani, 2018). The report has
focused on the different communication strategy and their objectives for increasing the different
marketing plan.
MAIN BODY
Task 1
P1 Identify the current marketing communication and channel for understanding the different
tools, methods and channels in use
The different types of marketing tools has used by the business for increasing the target
and objectives of the current markets. Direct advertisement, brand promotion, using of social
media and many other ways are very important communication tools in the integrated marketing.
The development in the current market is very difficult because of high level of competence and
dynamic nature of the markets. The use of different trending innovative and emerging methods
are very important tools for increasing the demands of the brands in the markets. The Hotel JW

Marriott has used the different essential innovative tools, methods and techniques for increasing
their integration in marketing communication (Pereira and et. al., 2018). The different tools used
by the JW Marriott hotels in order to achieve their targets and increase their marketing
communication are as described below:
 Advertisement: This is the tool in the marketing communication which has used by the
hospitality business for grabbing the attention of the customers towards their brands and
services. The advertisement process is also helpful in increasing the high revenue of the
business. The advertisement process increase the image of the brand in the markets. The
Hotel JW Marriott promotes their brand by different advertisement methods which
includes the mobile advertisement, display advertisement. The hotel has also developed
different modes of advertisement like organising the campaigns, seminars which increase
the business to business and business to consumers communications. The hotel has also
increased their brand promotion by different poster and printed media methods. The main
aim of the different advertisement tools in the marketing is to attract the customers
towards their different products and services (Todorova and Zhelyazkov, 2021).
 Social media marketing: The social media marketing is the way of promoting the
products, services and brand by use of different social media tools. This is very important
tool in the integrated marketing communication. The modernisation and development of
technology has increased the dependency of the people on the social media, so social
media marketing enhance the product development in the markets. The use of different
social media tools like Facebook, Instagram, twitter and you tube channels helps the
business to interact with large of number of people for increasing the sales in target
markets (Ratten and Thompson, 2021). The JW Marriott hotel has launched their own
social media page and websites for advertisement of their services in the large market
area. The company post the videos and pictures of their hotels, parks , gardens,
swimming area and more place to their websites and pages for attracting the more
customers to stay in their hotels. The hotel has also made their you tube channel where
they show their live videos of the weekend facilities to the peoples.
The marketing communication methods for the hotel:

The marketing communication methods is the way of communicating the targets markets
by the company or any business organisation with the use of different media and messages. The
different marketing communication process which has used by the hotels are as follows:
 Direct marketing: The direct marketing is the process of communication to the
customers without the involvement of the third party. The direct marketing increase the
door to door sell and reduce the online sell. This marketing do not very expensive but it is
time consuming process (Adeola and Olaniyi, 2022). The direct marketing is very
measurable and affordable process. This marketing process increase the personal
relationship between customers and business. The marketing principles is based on the
effective marketing principles and increase the long term relationship with the customers.
The JW Marriott has focused on direct marketing by providing the booklets, brochures
and magazines to their customers for increasing the interest of the customers towards the
hotels. The direct marketing process has helped the capabilities of the JW Marriott hotels
to connect with the clients personally in order to understand the preferences and taste of
the clients for improving their services.
 Sales promotions: This is very important tool in the market communication which
increase the revenue and enhance the extra values to the sales staff and customers in very
short time. The sales promotion increase the demand of the customers towards the
products and services. The JW Marriott hotel has used different techniques for sales
promotions which includes the posters, coupons, premiums and rebates. The sales
promotion increase the loyalty of the brands and customers. The hotel has developed their
sales promotion in paid forms which encourage the people for visiting in the hotels.
Different channels of marketing communication:
 Telemarketing: The telemarketing is the tool in marketing channel which creates the
direct relationship of the products and services to their customers through the telephone,
internet and fax (Liu, 2018). The telemarketing consist of the different types which
includes the lead generation, sales calls, outbound calls and inbound call. The JW
Marriott has developed their telemarketing channel in very effective way for increasing
the performance of the organisation. The telemarketing service has developed the brand
image of the hotels in the markets.

 Billboards: The billboards is the large poster which has used for advertisement of
products and services. This is a kind of hoarding which display the benefits, offers of the
products and services. This is very affordable and easy way of attracting the customers
towards their brands by single advertisement process (Elder and Lees-Marshment, 2019).
The JW Marriott has developed their billboards in very attractive manner. The hotel
change their billboards time to time according to their discounts and different offers for
grab the attention of the large number of the customers. The Billboards has played very
helpful role in targeting the customers and increasing the profitably of the hotels.
M1 critical analysis of the way by which marketing channel of the communication integrated
with the hospitality organisation for maximising the resource in the marketing models
The integrated channel of the communication is very helpful in analysing and evaluating
the performance of the organisation or industry. The different marketing channel of
communication is very efficient way in targeting the markets by understanding the taste and
demands of the customers (Ryan, 2020). The JW Marriott hotel has focused on different social
media platforms, direct marketing, billboards for increasing the customer base in order to
achieve the values. The different marketing communication has developed the different strategies
for giving the optimum output in terms of products and services by utilising the proper resources.
Task 2:
P2 Design the different communication objectives in context with the organisation and
justification of the chosen communication channel:
Communication objective is the way of gaining the brand value of products and services
in certain period of time. The communication objectives is the long term goals of any
organisation. The communication objectives focus on the gaining of the competitive advantages
by communicating, convincing and competing process.
 Communicate: The communication objectives of the JW Marriott hotel is to provides the
specific and accurate information regarding their brands to the customers. The specific
information regarding the brands not only create the brand awareness in the market but
also motivate the customers and attract them to visit in the hotels and experience the
service of the hotels.

 Convincing: The main aim of this communication objectives is to convince the
customers for revisiting in the hotel through the best customers services and best delivery
of products to their customers. The hotel JW Marriott has used different new
technologies, innovative ideas, digital marketing for convincing their customers in order
to increase the market position of the goods and services. The promotion of the brand by
the hotel is the good way of convincing and it help in grabbing the large number of
people towards the hotel.
 Compete: The JW Marriott hotel has developed the effective tool for competing with the
other firms and hotel which provides the same kind of services to the customers in the
same market area. The JW Marriott has used attractive billboards, offering different types
of discount and premium policy for attracting the large number of customers (Abeza, and
et. al., 2020). The hotel has focused on the speciality of their products and services for
long term sustaining in the markets.
Content marketing channel and social media marketing:
The hotel JW Marriott marketers use the different social media and content marketing
channel for increasing the brand awareness of their products and services as well as in achieving
the communication objectives. The Hotel Marriott invites the celebrities and other popular faces
for promoting their brands and enhancing the customer base toward their brands. The hotel has
used different social media platforms for promoting the services and products of their hotels by
posting the photos and videos. The hotel has also developed their channel and websites for
posting the contents, adding the blogs of the hotels for building the good position in the
marketplace (Fenton and et.al., 2019).
Justification process:
The modern era has increased the involvement of the people on social media. The people
are more active on the different social media platforms for connecting the different peoples. The
hotel JW Marriott has targeted the social media marketing for targeting the large number of
peoples at the single point of time. The social media marketing is very fast and less expensive.
The JW Marriott hotel has also focused on the content marketing because of more involvement
of the youth and influencers towards the content marketing. With the help of content marketing
the hotel influence the influencers for visiting the hotels. The both social and content marketing

process is helpful in increasing the brand values and profitability of the Marriott hotel in the
marketplace.
SMART goals:
Goals Specific Measurable Achievable Relevant Time bound
The hotels has
to focus on the
meetings and
events for
increasing the
profitability.
This specific
objective is
helpful in
creating the
image of the
organisation
by organising
the different
events.
The number of
proper
organised
events by the
hotel measure
the success of
the objectives.
The use of
different
marketing
tools help the
hotel in
achieving their
targets (Fill
and Turnbull,
2019).
The organising
of the different
events of the
company,
marriage and
many more
events
increase the
profits of the
hotels.
1.5 years.
The goals is to
provide the
best service to
the
international
visitors.
The focus on
the
international
visitors help in
the
development
of the hotels in
future.
The evaluation
of the
international
sales help in
measurement
of this
objectives.
This objective
can be
achievable by
providing the
best and
unique service
to their
customers.
This goal is
helpful in
increasing the
performance
of the hotel
which help in
attracting the
other
customers
also.
8 months.
M2 Analysis of the communication objectives with respect to the marketing communication mix
and different business objectives
The communication is very effective process for any organisation because it help in
creating the brand image as well as help in competing with their competitors. The different tools
of the marketing like social media, direct marketing, emails and websites and many more can be

opted by the organisation for targeting their objectives. The effective strategy in the marketing
help the Hotel JW Marriott to proper utilise their resources. The communication objective also
assist the hotel in targeting their customers as well as achieving their business goals by focusing
on the social media marketing.
Task 3:
P3 Designing of the suitable content for increasing the communication objectives
The success of hospitality industry is based on the appropriate and suitable content. The
suitable content help the hotel in increasing their revenue by increasing the customer base. The
different strategy which has used by the JW Marriott hotel in making the suitable contents are as
follows:
 Covering of all the details: The content which has produces by the JW Marriott hotel
should cover all the important information and details which is related to the brands,
products and services of the hotels. The hotel should use different language for producing
their contents in order to grab the customers of different demographics. The content
should be availability in very easy and understandable language. The JW Marriott hotel
organise the meetings for making the proper strategy and plan before producing the
content.
 Focus on effective content: The effective content is very useful for the organisation in
order to run the business smoothly. The hotel JW Marriott has developed their separate
department for producing the effective content (Klein and et. al., 2020). The hotel has
recruited the well trained employees for writing the creative content which help the
company in attracting the customers and increasing their revenues.
 Modification of logo: The logo of the company should be clear and thoughtful. The
company should develop the logo which recognise the brand name properly. The hotel
JW Marriott has chosen the trade mark for developing the logo which create the positive
impact on the business of the hotels.

P4 evaluation of the integrated marketing process in context with the channel, creative content
and communication strategy
Integrated marketing process is the way of collecting the different market strategies for
increasing the promotional marketing. The integrated marketing communication process targets
the customers and also help the organisation in taking the effective decision.
Different marketing communication methods:
 Content marketing: The content marketing help the JW Marriott hotel to target the large
number of customers by providing them the online content, video content, blog content
and premium content. The different types of the content which has used by the Marriott
hotel assist the hotel in gaining the advantage by understanding the preferences of the
customers.
 Email marketing: The email marketing is less time consuming marketing tools which
provides the all updated information to the customers (Maalla, 2019). The email
marketing help the JW Marriott hotel to increase their relations to the existing customers.
The hotel update all the information regarding new policy, discount and other offers to
their customer.
Development of the marketing communication plan:
The marketing communication plan is develop for increasing the marketing initiatives
and following point are taking into the consideration in the development of marketing
communication plan:
 Focus on content: The content help in development of marketing the communication
plan because content play very important role in connecting with the customers. The JW
Marriott has developed their content in pdf and downloading format in their websites in
free for grabbing the customers towards their products and services.
 Target the audience: The JW Marriott has used different ways for targeting the
customers. For targeting the youth the hotel has focused on different social media
platforms such as Facebook, twitter and websites. The hotel has focused on content
writing and magazines for targeting the old people and women.
 Cadence: IN this step the consumers recognise the functioning steps. The hotel gets
assisted by the automation techniques for the collection of data. For example the hub

spot can analyse the customer regularly by utilising the information forwarded by the
hotel JW Marriott (Isensee and et. al., 2020).
Understanding of the decision making by the consumers:
Under this process the consumers needs must be the first preference of the hotel instead
of other competitors present in the markets. The different stage which has used by the hotels are
as follows:
 Awareness process: This stage focus on the problems of the customers by understanding
their demands.
 Consideration Process: This stage help the Marriott hotel in developing the new
technologies for minimising the issues of the customers.
 Decision process: This stage help the Hotel Marriott to strategies the best approach for
making the effective decision.
Implementation of the plan related to the marketing:
 Automation software: The automation software help the JW Marriott hotels in checking
the gross sales and security of the hotels. The hotels has developed their automation
software for enhancing their performance by acquiring the informations from different
channels (Cheah and et. al., 2019).
 Make calender: The calender help the hotel in keeping the record of the shared content
to their customers. The calender of the JW Marriott has safe their data and records by
using the proper calender.
M4 review of the success of integrated marketing communication plan:
The integrated marketing communication has played very important role in developing
the brand image in the markets. The hotel JW Marriott has used different integrated marketing
communication plan through the online or offline methods for targeting the customers and
development of their brand image. The hotel has provided the services to the clients as per their
requirements by taking the help of integrated communication marketing plan. The hotel JW
Marriott has used the KPI ( Key Performance Indicator) for checking the attainable and realistic
effect in the performance of the hotel.