Evaluating Integrated Marketing Communication for Island Beach Resort

This report focuses on developing and evaluating an integrated marketing communication plan for Island Beach Resort, a luxury establishment on the Florida Gulf Coast. The report begins with an overview of the case, highlighting the resort's challenges in effectively communicating with its target audience. It explores various marketing channels, including advertising, direct marketing, public relations, sales promotions, and social media, and analyzes how each serves the resort's communication objectives. The report evaluates the integrated marketing communication plan, assessing its strategy, channel choices, and creative content. It then provides recommendations for the resort, emphasizing the importance of online visibility, customer engagement, and the use of digital marketing tools to enhance its brand image and increase revenue. The report also highlights the strengths and weaknesses of online communication and the need for effective management of customer feedback to ensure customer loyalty and long-term success.

Integrated Hospitality
Marketing
Communication

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK A...........................................................................................................................................3
Overview of the case..............................................................................................................3
P1 Different marketing channels and ways in which they serve objectives of communication
................................................................................................................................................4
P5 Evaluation of integrated marketing communication plan along with its strategy, channel
choice and creative content....................................................................................................5
TASK B...........................................................................................................................................5
Covered in PPT.......................................................................................................................5
CONCLUSION................................................................................................................................5
REFRENCES...................................................................................................................................5
Books and Journals:................................................................................................................5

INTRODUCTION
Marketing communication is an important function for all the businesses in this era. A
company requires to make sure that they are effectively communicating their products and
services to their customers. Through the help of this they can fulfil all their goals and objectives
and run a sustainable business for a longer period of time (Ahn and Back, 2018). It is essential to
derive a proper communication plan to understand needs of customer and fulfil it efficiently. The
following report consists of an effective marketing plan which is developed for a luxurious resort
called Island beach resort. It is situated in Florida Gulf coast. Various activities in resort and
ways to convey those services to customers effectively is mentioned in this report. Various
communication objectives and justification for those objectives is also mentioned in this report.
Other than this use of various communication channel and formulation of communication plan in
order to attain all the business goals and objectives is effectively explained in the following
report.
TASK A
Overview of the case
The following case mentioned in this report is about Island Beach resort which is looking
for further development and various steps to manage its communication effectively using digital
media. There are a number of companies and resorts in hospitality sector which efficiently used
digital media to communicate with their customers. Island Beach resort is facing problem in
communicating and promoting their products as well as services in market. It is necessary for
company to effectively promote all their services in market in order to make sure that their
business is existing in the eyes of consumer (Góral, 2020). The following report mentioned that
island beach is not a still using a number of traditional ways of marketing. The management of
the resort has been analysed that due to this it is impossible to read all its customer and which is
also resulting in degrees revenues and profit for the them. There for the management of resort is
changing all these old ways of communicating and adopting some new ways in order to promote
their resort.

P1 Different marketing channels and ways in which they serve objectives of communication
A number of ways are adopted by them including digital media in order to effectively
promote their resort and services and product provided by them in local as well as international
market.
 Advertising: advertising is one of the most important marketing media tools which helps
in attracting a number of customers at the same time. This is originally used by Island Beach
resort effectively. This helps them in reaching all their potential customer and conveying all the
services provided by them. However, advertising is a costly matter and huge investments are
required as Island Beach resort advertises through television.
 Direct marketing: indirect marketing a salesman is hired who then visits to individual
customers and explain them about products and services provided by company. The sales man
is responsible for presenting the resort including all the data and information about services
which will be provided in resort. The Island Beach resort have also effectively used this media
tool so that they can give personal attention to their customers and also maintain loyal
customers for a long period of time.
 Public relation: This is an indirect form of communication which a number of businesses
are using to reach the client. The management of Island Beach resort need to develop a good
public relations manager who can manage and make sure that more customers are attracted
towards resorts. This will help in increasing revenues as well as profits of the Resort.
 Promotion of sales: This is another way used by a number of businesses in order to
increase their profit and revenue instantly (Maulia and Rosyad, 2019)
 . In this a number of offers are provided to customers. Island Beach resort provides its
customer with a number of bonus, discounts and offers on various seasons so that they can
instantly increase their revenues when they have low number of guests.
 Social media: Communicating services and products online on internet is called social
media communication. This is an effective method for communicating with customers which
every business uses. With the development of technology and a number of innovations there
are a number of social media platforms which are used effectively by a number of businesses
to promote their product and services. It is an effective tool which will be used by the
managers of Island Beach resort as they can use a number of social media platforms such as

Instagram, Facebook, Twitter et cetera in order to reach out all their customers. It will also
fulfil the objective of communicating to customers locally as well as internationally. It is the
best way of communication as it requires low investment and has high reach to customers.
From the above discussion it can be clearly concluded that there are a number of different
marketing communication tools option with Island Beach resort (Kingsnorth, 2019). They need
to make sure that they create your online visibility and customers do not have to waste their time
looking for this resort online. Other marketing channels can also be effectively used to make sure
that customers are aware about all the services and products provided by Island Beach resort.
This will help in effectively increasing revenues as well as profitability of business..
P5 Evaluation of integrated marketing communication plan along with its strategy, channel
choice and creative content
There has been an effective increase in usage of internet through development of various
technologies and innovations and it grabs attention of people very fast. There for it is important
for new island beach restaurant to make sure that all its services and products are showcased well
on internet. It needs to develop its own social media website through which it can be convenient
for customers to look into all the services provided by them and also book their stay with Island
Beach resort. There are a number of services including water sports and recreational activities
provided by Island Beach resort which is required to known by all the people throughout the
world looking for going on a vacation. There are some advantages as well as disadvantages
linked with advertising and using online as a communication tool. Some of those strains and
weaknesses of online communication are mentioned below:
Strengths
It is often seen when social media is used as a platform to promote and advertise various
services and products of a business, It becomes easy for them to reach maximum customers
through very less investment of effort and money (Ferreira and Fino, 2020). It is way better than
traditional marketing which grabs only few customers attention. Its reach is local as well as
international which will effectively help Island Beach resort. Information provided can also be
customized as per the requirement of specific customers.
Weaknesses:
The major weakness and drawback of using digital media promotion for Island Beach resort
will be that other resorts can easily use their data in order to attract customers. A lot of thought

has been given before setting up a resort and choosing the property for it. Through online
promotion of resort there can be problems in contractual relation. Another problem of using
online marketing communication for Island Beach resort was that the reception was not effective
in that area. It was also seen that the resort closes after 11 PM due to which they cannot provide
their customers with 24*7 services which most of the online platforms do. It is often seen that
there are a number of customers calling for information who are not genuine which creates
frustration in the mind of employees attending their calls (Frandsen and Johansen, 2018). Also,
there are a number of feedbacks posted on online sites and if any feedback is negative it can’t
hinder the reputation and brand image of resort which is another drawback of using online
communication too
Critical evaluation of marketing plan
Marketing communication plan is effectively known to manage and handle all the
information which is required to be promoted and all the luxuries facilities of resort which need
to be reached to their customers. The management of company takes the responsibility to
promote their services in an effective manner so that all this information can reach to their
targeted customers and with the help of this company can effectively increase their revenues and
profits. The performance in an organisation is usually dependent upon the ways in which
organisation is using various marketing tools in order to communicate their products and services
(SARI, 2020). Therefore, it is important for Island Beach resort to make sure that all the
information is provided to their customers properly without any barriers. If these resources are
not provided to customers properly it can lead to decrease in brand value of company. It is also
necessary to persuade a number of customers through marketing communication tool and
increase the visibility of brand in the competitive market.
Recommendations to organisation and justification
It is necessary for organisations to manage and handle their revenues and profits of the
company which can be done through effective communication plan. For Beach Island resort it is
necessary that they develop their brand value and make their brand aware to the customers.
Marketing channel is efficiently used in order to make sure that the customer can reach their
potential customers. It is necessary that all the services and products which are provided by
resort are effectively known by all of its targeted customers. In the following report it is seen that
resort has to manage two different weddings with two different event managers which can be

effectively used in their marketing campaigns. This will attract a number of customers towards
the resort and also increase their credibility in the eyes of customer.
The following case study of Island Beach resort provides the information about insufficient
conversion rate as well as low income of resort (Zhu, David and Fei, 2018). The reason behind
this is insufficient and old ways of communication tools which are used by resort in order to
reach its customer. It is necessary for Island Beach resort to make sure that they are using
updated and effective communication tools so that they can reach their customers. It is required
to manage all the systems in the resort so that investments made by resort can be effectively
used. It is necessary to make sure that control and evaluation of all the investment made by resort
for communication of information to their customers is done effectively.
Online marketing and communication tools have become an important factor in today’s
world as there are a number of companies using it effectively to reach their customers. It is also a
sensual for Island Beach resort to promote their services using online communication tools. It
will help company to effectively differentiate their services from all their competitors and reach
their customers through managing email and different communication tools. Company also
required to make sure that all the queries of their customers are solved instantly and there is no
waiting time before reacting to the feedbacks which are provided by customers. Paying such
attention to customer will help increase in customer loyalty and relationship with customers. This
will help resort in long-term and also make its customers brand loyal. Through this company can
easily achieve all its goals and objectives and also make sure that its revenues and profitability is
increasing. It is necessary for accommodation manager of a resort to analyse the development of
marketing communication so that they can make sure accommodation to customers are provided
as per their requirements and there is no drawback and complaints by their guest. It is necessary
that proper actions are taken in order to fulfil all the requirements of customers. All these will
help Island Beach resort to effectively manage its customers requirement and also make sure that
all the marketing communication objectives are attained successfully.
TASK B
Covered in PPT

CONCLUSION
From the following report it can be concluded that marketing communication is one of the
major functions which is required to be used by every business effectively. It is important to
increase profits as well as revenues effectively for an organisation. This helps an organisation to
spread awareness about their existence as well as their products and services to their targeted
customers. Social media and online marketing communication are one of the most beneficial
tools used by a number of businesses these days in order to communicate their products and
services effectively to their customers. Integrated Marketing Communication also helps an
organisation in making business plans in which they also decide a financial budget and also
evaluate various strategies and tactics which help business in completing all its operations and
goals in the limited time period.

REFRENCES
Books and Journals:
Ahn, J. and Back, K.J., 2018. Influence of brand relationship on customer attitude toward
integrated resort brands: a cognitive, affective, and conative perspective. Journal of
Travel & Tourism Marketing, 35(4), pp.449-460.
Góral, E., 2020, April. Standardization or Adaptation of Marketing Communication in Islamic
Countries Clothing Market? Case Study on Iranian Women. In ICGR 2020 3rd
International Conference on Gender Research (p. 251). Academic Conferences and
publishing limited.
Maulia, R.P. and Rosyad, U.N., 2019. Strategy Integrated Marketing Communication Brand
Cosmetics Make Over.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Ferreira, M. and Fino, F.P.F., 2020. Embedding Virtual Reality and Artificial Intelligence in
Integrated Marketing Communications. In Managerial Challenges and Social
Impacts of Virtual and Augmented Reality (pp. 13-43). IGI Global.
Frandsen, F. and Johansen, W., 2018. Corporate communication. The International Encyclopedia
of Strategic Communication, pp.1-10.
SARI, T.W., 2020. RANCANGAN PROGRAM INTEGRATED MARKETING
COMMUNICATION (IMC) RS NAILI DBS (Doctoral dissertation, Universitas
Andalas).
Zhu, J., David, K.C. and Fei, Q., 2018. Effects of online consumer reviews on firm-based and
expert-based communications. Journal of Research in Interactive Marketing.