Integrated Marketing Communication Plan for Island Beach Resort Report

This report provides a comprehensive analysis of integrated marketing communication within the hospitality industry, using the Island Beach Resort as a case study. It begins with an introduction to marketing communication and outlines key communication objectives, such as customer retention, brand awareness, information dissemination, planning, and coordination. The report justifies the selection and integration of various communication channels, including advertising, sales promotion, personal selling, public relations, and online platforms. It then details a market communication plan, emphasizing the importance of identifying the target audience, selecting the right channels, developing a consistent brand image, and collecting relevant market information. The conclusion summarizes the significance of the hospitality industry in economic development and its benefits for small and medium enterprises. References to key academic sources are also included, making it a valuable resource for students and professionals alike.

Integrated Hospitality
Marketing
Communication

 Introduction
 Communication objectives within hospitality industry
 Justifications for selection and integration of channel
 Market communication plan
 Conclusion
 References
Table of content

Marketing communication involve use of different channels and
emphasise on delivering efficient and effective messages to targeted
users which help in achievement of goal within respective time period.
In other words, the marketers involve several means to convey a
message to a potential user and persuade them to buy the product.
Introduction

Setting goal is priority for every
business as it help in accomplishment
of task in a short span of time so that
it could help SMEs to maintain proper
coordination and also develop a sense
of team spirit among the group
members
Communication objectives within
hospitality industry

In the context of Island Beach Resort, various communication objectives are
presented as follows:
 Retention of existing customers: This could be done through direct mail as
retaining customers help in increasing investment opportunities and boost the
sale as well as enhancing the positive reputation across the globe.
 Creating brand awareness: the message sent by the marketing manager of
Island Beach Resort in such a manner like use of colour scheme, logo and
graphic design which attract the large number of users from different
nations
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 Rendering an effective information: This is one of the important objective
that is undertaken by the manager of Island Beach Resort is to provide an
information regarding all services or facilities rendered by the hospitality
industry.
 Proper planning: Planning in advance and deciding an appropriate course
of action in a proper time period help in accomplishing of task
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 Proper organising and coordination: This is very important as there
should be proper authority relationship among the superior and
subordinates
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Effective communication plays an
important role in an organisation as
it ensures completion of task within
a limited period of time and also
emphasise on improving the
efficiency and effectiveness. Proper
planning and coordination in Island
Beach Resort ensure greater success
in future and also promote the
growth.
Justification for selection and integration
of channel

 Advertising: This is an appropriate mode of communication as it involves
paid form of exchange through journals, magazines, newspapers,
television and many more which provide a greater flexibility.
 Sales Promotion: this involve the use of various offers and attractive
incentives so as to gain the attention of customers from different location.
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 Personal selling: This method involves personal mode of
communication in which salesperson directly interact with customers
and provide all necessary information regarding it.
 Public relation: In this strategy, an organisation creates a positive
image with public in the marketplace and also its main objective is to
support the business campaign directly or indirectly.
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 Online platforms: There are several online platforms such as Facebook,
Instagram, tweets and blogs which is considered as one of the effective
modes of communication.
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The effect of colour, design and logo also play a significant role as it is useful
in rendering information regarding the products or services offered within
hospitality industry. In the context of Island Beach Resort, it uses an
attractive art and colourful display which create an incredible image in the
minds of consumers and also grab their attention.
Marketing Communication Plan

In the context of Island Beach Resort, integrated market communication plan
is presented below:
 Identify the target audience: This is the first and foremast step to identify
the potential users which can be done on the basis of demographic.
 Choose the right channel: It is essential for firm to choose an appropriate
channel which ensure future success.
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 Developing a consistent look: the visual are design, page layout, logo,
colour designs fascinates the users a lot.
 Collection of relevant information: after analysing the above factors, it is
essential for firm to collect necessary information through market research,
nature of competitors and many more which create a brand awareness.
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From the above information, it can be summarised that hospitality industry
play a significant role as there are lots of changes that are taken place and it
provide an enormous opportunity and also help in economic development.
Also, it provides greater economy of scale to small and medium enterprises
and also it provides good accommodation facilities and emphasise tourist to
spend more on business areas.
Conclusion

Blakeman, R., 2018. Integrated marketing communication: creative
strategy from idea to implementation. Rowman & Littlefield.
Bruhn, M. and Schnebelen, S., 2017. Integrated marketing
communication–from an instrumental to a customer-centric
perspective. European Journal of Marketing.
Patti, C.H., and et.al., 2017. Improving integrated marketing
communications practices: A comparison of objectives and results. Journal
of marketing communications, 23(4), pp.351-370.
References

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