Grange Farm Park: Integrated Marketing Communication Analysis Report

This report provides a comprehensive analysis of the integrated marketing communication (IMC) plan for Grange Farm Park, a UK-based hospitality organization. It begins with an introduction to IMC and its importance in the hospitality sector, highlighting key elements such as PR, marketing plans, and web strategies. The report then explores various marketing channels, including advertising, personal selling, sales promotion, and social media marketing, evaluating how each serves communication objectives. Part A assesses the different marketing channels and their impact on communication objectives. Part B focuses on designing communication objectives, justifying the selection and integration of communication channels, and creating an integrated marketing communication plan to effectively meet these objectives. The report concludes with a discussion of the designed IMC plan and its potential impact on Grange Farm Park's brand promotion and customer engagement.

Integrated Hospitality
Marketing
Communications

Contents
INTRODUCTION...........................................................................................................................3
PART A...........................................................................................................................................3
Different types of marketing channels and how they serve communication objectives..............3
Evaluate integrated communication plan in relation to communication strategy, channel choice
and creative content.....................................................................................................................5
PART B...........................................................................................................................................7
Design communication objectives for hospitality organisation...................................................7
Justification of selection and integration of communication channels........................................8
Create integrated marketing communication plan that effectively meets communication
objectives.....................................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Integrated marketing communication is the term which is being used by many of the
organisation in order to promote their brand and communicate effectively with the customers. as
this will help the organisations in achieving their goals and objectives. There are some of the key
elements that can be used by organisation in order to promote their promote and make effective
communication (Aggerholm, and Andersen, 2018). This can be PR plans, marketing plans and
web strategies which can be fit in the organisation. Many of the hospitality sector is using
integrated eating communications because they are in need of more effective and efficient way of
communication with their guest and customers. it can be said that integrated marketing
communication helps the organisation in building strong relationship with the customers and also
helps in creating profitable brand. The hospitality organisation which is taken in this report is
Grange farm park. It is described as the “home from home” holiday. They serve to cater of every
type of customers like business man, couples, families etc. hotel is locating in less than 2 miles
from bustling seaside resort. This report includes various types of marketing channel and
marketing communication plan. Then consist of designing of communication objectives and
selection and integration of communication channels. Then it includes IMC plan.
PART A
Different types of marketing channels and how they serve communication objectives
As a marketing manager at the organisation of Grange farm park, it is operating in UK. It
becomes the responsibility of marketing manger to find out those ways which can engage
customers in order to promote their products and services. They could do promotion through
such marketing channel which could helps them in gaining more customers.
Marketing communication is a process of making customers and people aware about the
products and services company is going to promote (Arrigo, 2018). This process helps the
customers in understanding of the benefits of the products and services organisation is going to
sell. The main purpose of a communication channel is to persuade customers, attracting the
attention of potential customers to an organization's brand, product or service, increasing their
interest in trying the brand's product or service. A company needs its products and services and
executes actions to create a desire to purchase products and services and ultimately convert

prospects into end customers. Marketing communication channels include direct marketing,
advertising, public relations, sales promotion, and personal sales.
Marketing communication channels which are being used in the Grange farm park, is
discussed below:
 Advertising: Advertising is referring to the paid from of marketing communication
channel as it can helps the hotels in selling of their products and services, making
promotion of their brand, and making customers aware about the benefits of the products
company is going to sell (Benedek, Fertő, and Molnár, 2018). It can be done through
magazines, television, and newspaper etc. in context of Grange farm park hotel, they are
using digital displays, social media and internet and bill board in order to promote their
brand in most effective manner. By this they can engage most of the customers in span of
time. Company is making use of celebrities in order to make their promotion so that more
customers could enhance. There can be benefits and drawbacks of advertising in the
company. pros of advertising are that it helps in reaching with large number of customers
in very small number of time and it helps in increasing image of the products and services
company is trying to sell. Then cons of the advertising are that it lacks feedbacks of the
customers sometimes and it can be less persuasive than that of personal selling.
 Personal selling: It is the next marketing channels that can be used by hotel in order to
make personal contact with customers. Personal sales are called the sales process. In this
process, company representatives, or more precisely, the hotel sales staff interact face-to-
face with customers, and provide customers with information about the company’s
benefits, characteristics, advantages, prices, and attributes. This serves the
communication goal in an effective way because people get answers immediately and
solve their queries immediately, which increases the loyalty and trust of customers to the
company's products and services. Pros of personal selling is that the selling person could
customize their messages according to the behaviour customers and needs of the
customers. Then it is considered as dual way of marketing at both customers and selling
person could interact each other (Buhalis, and Sinarta, 2019). The cons of this are that it a
very few in numbers and not used by many of the hotels. And its cost is considerably
high as compared to other communication making channels.

 Sales promotion: Promotions include different communication activities designed to
provide customers with rewards or add value to ensure immediate sales of the company's
products and services. This process helps attract customers and encourages them to
purchase the company’s products and services, thereby immediately stimulating the high
sales rate of the company’s products and services. Promotional techniques include gifts,
free samples and price discounts, vouchers and coupons, etc. to customers. advantages
are that the results can be measured easily and it helps in encouraging customers towards
their brand. Then cons of this marketing channels are that it is a short term action and
attract large number of customers. and also, it is very expensive.
 Social media marketing: As now a days many of the people are using social media in
order to promote the products and services and being successful in the market (Fotouhi,
and et.al, 2019). They should have to gain more customers trust nd heir loyalty. In
context with Grange farm park hotel, they are using social media marketing
communication channels to promote their brand and engage with customers in most
effective way. Customers on the social media are searching for more entertainment and
new hotels and this can benefits hotel to generate awareness and making relationships
with the customers. company is having their website which could enhance their
customers and they are uploading various images and videos on that to attract customers.
also, by using social media strategy, hotel mangers could listen to the complaints of
customers and improve on solving their issues.
Evaluate integrated communication plan in relation to communication strategy, channel choice
and creative content.
Integrated communication plan is the plan that is made by organisation in order to
implement their communication strategy in the market. The integrated marketing communication
plan is defined as the process of guiding the organization to provide customers with information
about the organization's products and services through various marketing channels to improve
brand awareness and customer base.
Communication strategy: The communications strategy is the strategy that includes
internal communications, communication goals, communication plan and the target audience
(Han, and et.al., 2019). The target audience of resort or hotel is the most attracted social media
person who are most involves in social media and digital media so that they could search more

about the company and makes their organisation more profitable. Then another are loyal
customers who have visit in last 5 years in the hotel. For them there is a loyalty card members
and social media subscribers and connecting with sales.
The communication goal for the hotel is to generate media and influencer interest in launch.
They generate more awareness of the brand in front of their loyal customers and make demands
in front of potential customers (Hole, Pawar, and Bhaskar, 2018). By transferring digital mail
and digital targeting, hotel could target more customers.
Channel choice: the choices of communication channels is used in the hotel discussed
below:
 Content marketing content communicates the content-related content and premium
content services, connecting customers and connects to the client, and in relation to
business marketing that connects customers and business knowledge before they make
any of the decisions. This is used by Grange resort to gather more customers and make
communication with them.
 E-mail marketing is an effective way to use Grange farm park Resort to increase the
participation of customers from organizations. Through this marketing channel, existing
future customers provide information about products and services to customers and
provide information on customer rights. Effective email marketing facilitates
organizations to achieve growth and development purposes. Email marketing helps the
hotel in developing their standards in front of customers and making their promotional
also in most effective way. Then this is to be provided to customers after visiting their
hotel to take their feedbacks in valuable way. By this customer could even make
complaints and tell issues related with them.
 Social networks marketing is also used by the Grange farm park Resort to extend
effective relationships with customers and acquire information about customers and
improve brand awareness through traffic in different social networking accounts that you
will. Social networking helps in engaging more with the customers and ask their issues
and complaints related their menu items and other facilities.
Creative content: In the hospitality industry content marketing remains an important way to
connect and interact with guests as part of their online journey (Key, and et.al., 2020).
Consumers spend more time visiting websites to plan outings, visiting an average of 38 sites

along the way. Comparison of information and prices is the first tool at the start of the research
process, followed by the 'inspiration phase' where customers can be swayed by ideas on where to
go and what to do. From catchy text in email campaigns to ads delivered through podcasts,
online magazines, blogs, and VR, we share four examples of creative content that work. The
online magazine is the ability to inspire and reach valuable content to the customers through
blogs and magazines. So, this becomes most effective way in communicating better with the
customers inside and outside the hotel. Resort is pressing articles of their hotel in magazines with
striking imaginary like promoting hidden gems in the surrounding area and scenery. This acts as
a luxury resort and target more audience (Kim, Takashima, and Newell, 2018). Then podcast
promotion, several brands have looked at audible avenues to connect with consumers and gain
consideration. Storytelling through podcasts has become a popular way for businesses to connect
in a different way, targeting listeners rather than viewers. Grange farm park resort podcast series,
where hosts talk about traveling the world with stories that spark curiosity, broaden horizons and
bring the imagination to life.

PART B
Design communication objectives for hospitality organisation
Communication objectives are referring to as the goals for messages and programmes of
communication. This is used for identifying the target audience, evaluating results and craft
messages. It is described as the broad term which is used in some of the areas like sales,
marketing, knowledge, public speaking and creative works and management and leaderships.
There can be certain communication objectives which are being used in Grange farm park resort.
These are discussed below:
 Leadership: Leadership is the best communication objectives which is to be used in
resort by managers of resort. It is the process so getting people move into the same
direction in which everybody is ging towards the achievement of common goals. As
helps the employees and staff members in developing their productivity and able to
achieve their organisational objectives.
 Motivation: Motivation is another communication objective that can be used by
organisation in order to motivate their employees in most efficient way (Li, Larimo, and
Leonidou, 2021). Managers of the resort should have to be make people motivate towards
their work so that they could achieve organisational objectives. Motivation helps the
employees in improving their work and productivity and also feels better. By this, they
may retain more in the organisation and this results in reducing of employee’s turnover of
the resort.
 Knowledge: This is another way of designing communication objectives for the
hospitality organisation. As in these employees are being provided by training and
development method. Managers should have to convey knowledge to the staff members
so that they could develop more increase their skills and learning bout the task which is
signed to them. This training should be provided to all employees whether they are new
or old.
 Attracting customers: Hotel should attract customers by doing some campaigns and
making promotion of their products and services in most effecting way and by this
customer will be more attracted towards the brand.

Justification of selection and integration of communication channels
There can be certain communication channels that re being used in resort to make
engagement with the customers and employees both (López-Pérez, and et.al., 2019). For
selecting of the appropriate channels, the company has to make their internal and external
analysis. There are certain steps of selecting better channel discussed below:
 Social media networks: Social media network are the channel which is being used by
Grange resort in order to share their viewpoints, engaging with the customers and
handling their complaints and making some of the improvements. Further, this helps in
building engagement nd making awareness and creating a dialog for them. There are
some of the examples are Blogs, Twitter and YouTube and Instagram etc.
 Central communication: This is another channel which can be used by resort to update
and inform about the large groups and the issues related to the initiative and customers
related problems. So, there are some of the advantages of using this achene in
communication plan is that it is scalable- as it can be measured and it also reaches with
the multiple stakeholders. There are some of the examples through which this channel
can be used as from press release, emails, intranet post and memo etc.
 Enabling advocates: This is next best communication channel that helps in maintaining
reputation of the management and an organisation itself (Mahmud, and et.al., 2020). It
helps in reaching out to the targeted audience and spreading viral message. There are
some of the advantages of using this communication channel is that it is a trusted source,
consist of high resonance and high stickiness. Some of the examples of using this
communication channel is employees, suppliers and customers.
Create integrated marketing communication plan that effectively meets communication
objectives
The integrated marketing plan is the plan which is to keep in the mind and promote product
and service (Petroccia, and et.al., 2018). It helps in maintaining budgeting and allocating
resources required for them. There is an integrated marketing plan seen below:
Summary of marketing plan: To increase the global expansion of the organisation and
increase its number of visitors.
Features: Grange farm park is a luxury resort which is described as the “home from
home” holiday. Also, it serves variety of food and beverages to the customers. this is basically a

golf club. Also, they are providing online booking for the hotels (Grange farm park, 2020). Then
the Stables is open for the indoor and outdoor dining and also for takeaways. The table can be
reserved for up to 6 people from different families, or for any number of people from two
families. Tables can be reserved for any number of guests. All guests over 16 years old could
scan the QR code or fill in the tracking form upon arrival. It is strongly recommended to book in
advance. Then stalls have provided a warm welcome and are a great place to gather with family
and friends to celebrate a big meal, drink coffee and homemade cakes or just enjoy overlooking
of the beautiful lake.
Target market: Hotel is having their target market are those people who are more
engaging in the social media so that they could get more details about the resort and also it is for
those people who loves to play golf. this provides luxurious facilities to the customers and
provides best food and beverages.
Comparing with competitors: There can be various competitors of the hotel. For which
hotels should have to make their products and service unique in order to target more audience
and increase their reputation in the market.
Tools and techniques: the tool and techniques of communication channels can be used by
hotel to target their audience and make improvements in their products and service (Su, and
et.al., 2019). Different communication channel and marketing channel are being used by hotel to
promote their brand and solve customers’ complaints.
Implementation of the communication plan: Once the marketing communication plan is
ready, the organization implements it in the organization. The execution process has several
steps, such as assessing whether your content has reached the target customers and appropriately
impacting them. Grange farm park uses different automation software to correctly execute the
plan and ensure the scope of the organization's information to target customers and provide them
with appropriate product and service information (Tidström, Ritala, and Lainema, 2018).
CONCLUSION
From the above it can be concluded that integrated marketing communication is the most
important for every organisation as in context with Grange farm park hotel, they are using
various marketing channels in order to enhance customers towards their brand. There can be
evaluation of integrated marketing communication which is being used in many of the

organisation. In this hotel the case is taken and ho the company is using those marketing channel
in most efficient way is discussed in the case study. As there are certain communication
objectives that could enhance customers base and increase their profitability as well.
Communication channel helps the hotels in making promotional and becoming more competitive
in market.

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Online
Grange farm park, 2020. [online] Available through < http://www.grangefarmpark.co.uk/the-
stables/ >