Marketing Communication Report: Highland Beach Resort Case Study

This report provides an in-depth analysis of integrated marketing communication strategies within the hospitality sector, specifically focusing on a case study of a small luxury resort, the Highland Beach Resort. The report begins with an introduction to marketing communication and integrated marketing communication (IMC), emphasizing the need for a well-defined communication plan. It then outlines communication objectives tailored to the resort's situation, followed by a justification for selecting digital media channels, such as online marketing and search engines, as the primary communication tools. The core of the report presents an IMC plan, including an executive summary, measurable objectives (sales enhancement and ROI targets), and a STP (Segmentation, Targeting, Positioning) analysis to identify the resort's target customers. Furthermore, the report addresses budgeting, outlining a five-year financial plan, and emphasizes the importance of monitoring and evaluation, including internal audits and social media tracking. The conclusion reinforces the significance of a strategic marketing communication plan and proper channel selection for creating brand awareness and driving business growth.

Integrated Hospitality Marketing
Communications
PART : B

Introduction
•Introduction
•Design communication objectives for a given hospitality organizational
situation
•Provide justifications for the selection and integration of communications
channels chosen
•An integrated marketing communications plan that effectively meets
communication objectives for a given hospitality organizational situation
•Conclusion
•Reference

Introduction
Marketing communication is basically a technique that can be adopted by organisation for
expressing the overall message to the target segment of customers. Integrated Marketing
Communication is the emerging concern that is helping in linking all the activities that are
related with communication. The present report based on the case study of small luxury
Resort: Online distribution and marketing dilemma. It is based on the highland beach resort
present on the Florida gulf coast that is having access to pristine beach.

Design communication objectives for a given
hospitality organizational situation
Integrated Marketing Communication plan basically has every organisation for data mining
some of the components that can help in achievement of specifically down objective.
Formulated based on the market resource that have been conducted by the marketing team of
the organisation. Use of the present scenario of and beach resort it can be said that there has
been a big dilemma related to the accommodation managers to design a business marketing
strategy for communication plan for the organisation.

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1) To enhance overall marketing channels that is presently used by the island Beach Resort
by referencing of the online marketing channels that have to be verified and prove to be
very effective along with search engines such as Google and Yahoo.
2) To make use of certain digital media strategies as a tool for promotion of tan and
Communication of the different types of effective services that are being offered by the
small luxury Resort.

Provide justifications for the selection and integration
of communications channels chosen
Justification of the selected channel:
It can be said that according to the discussed points the most suitable channels for the island
beach resort is the digital media channel that can help in proper integration of the event
managers and Accommodation managers so that the marketing managers are able to
make a plant that is complying with overall objective search areas of this resort. In
regards with this some points are discussed as below:
1) Use of digital media as a tool will help the marketing manager in use effective technique
that will help in saving of resources for the island beach resorts as they are having most
limited resources being a small scale Resort.

An integrated marketing communications plan that
effectively meets communication objectives for a given
hospitality organizational situation
Executive summary:
Marketing plan is very helpful for any organisation and development of some specific
Strategies and communication objective in relation with the present hospitality organisation.
In the present scenario digital marketing tool is used for the purpose of achievement of
specific objectives and there is a specified time period according to which there is a
evaluation techniques that have been set up by the marketing manager.

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Objectives:
There are measured dual objective on this present marketing plan of the beach Island resort is
based on:
1) There must be enhancement of sales by 10% with the quarter ending in the year 2020.
2) There has to be a minimum off 30 percent return on investment that will be made on a new
marketing strategy that is the digital marketing to marketing managers in Island beach resort.

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STP analysis
This is a analysis that is used for purpose of segmentation targeting and development of
positioning strategies to identify the target customers.
1) Segmentation:
2) Targeting:
3) Positioning:

The front office purpose inside a variety of
accommodations facilities
Budgeting:
Budgeting is related with the financial resources that are required for adopting of the new
Strategies for the marketing department of the island Beach Resort for this purpose there is
a five year plan that has been made up by the organisations financial department and this
will help them in issues related with availability of resources. For Island Beach Resort the
five year financial plan is discussed below:

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Budgeting:
Budgeting is related with the financial resources that are required for adopting of the new
Strategies for the marketing department of the island Beach Resort for this purpose there is
a five year plan that has been made up by the organisations financial department and this
will help them in issues related with availability of resources. For Island Beach Resort the
five year financial plan is discussed below:

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Monitoring and evaluation:
There has been proper implementation of the plant there must be a monitoring check on all
the activities have taken place according to the desired criteria and set standards. If there
has been any type of deviation than those have to be corrected and efforts are made that
they do not repeat in the future. There must be use of proper criteria for measurement of the
actual results and also for the purpose of monitoring of the performances. There is internal
audit which will be conducted for tracking all the activities social media platforms which
will help in understanding the customer responses.