Safestay Holland Park: Integrated Marketing Communication Report

This report provides a comprehensive analysis of integrated marketing communication (IMC) strategies, focusing on the case of Safestay Holland Park. It begins by exploring various marketing channels, including advertising, social media marketing, public relations, and digital marketing, detailing how each channel serves specific communication objectives. The report then delves into the design of communication objectives, emphasizing the importance of enhancing brand awareness, information sharing, and customer persuasion. A justification for the selection of integrated communication channels is presented, highlighting the benefits of social media and digital marketing in increasing brand recognition, enhancing customer connectivity, and gathering customer information. The report concludes with the development of a marketing communication plan tailored to meet business objectives, encompassing mission statements and business objectives. Finally, it offers a critical evaluation of the IMC plan, examining its relation to communication channels, strategies, channel choices, and creative content, providing a holistic view of effective marketing practices in the hospitality industry.

Integrity hospitality
and marketing
communication

Contents
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................1
P1. Types of marketing channels and their way to serving of communication objectives .........1
P2. Design communication objectives ........................................................................................3
P3. Justification of selection of integration of communication channels....................................4
P4. development of plan relating to marketing communication which helps meet effectively
the objectives of business communication..................................................................................5
P5. Critical evaluation of integrated marketing communication plan with their relation to
communication channel, strategy, channel choice and creative content.....................................6
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Integrated marketing communication refers to those process of the marketing under which the
management of the organisation used number of marketing communication channels for the
advertisement of their product and service in the market. The effective marketing communication
enables the organisation to share useful data and information from one source to another source.
There are different types of tools and technique are developed in the market such as social
media, online marketing, advertisement, personal selling ans many more which can be use by the
organisation to operate their business in effective and valuable manner. As the level of
competition are high in the market and it increases day by day so the business organisations uses
those marketing communication channels in their business which helps them to overcome from
the competition and helps them to achieve competitive advantage over the other competitors of
the market. Safe stay Holland park is the destination which is chosen here to demonstrate this
report. This report is based on the providing different types of marketing channels which can be
used by the organisation and also the setting of different types of communication objectives.
TASK
P1. Types of marketing channels and their way to serving of communication objectives
The management of Four season resourt is one of the competitive management which always
focuses on making their communication channels effective so it used number of alternatives
which helps the organisation to operate their business in effective manner (Arrigo, Liberati and
Mariani, 2021). These marketing communication channels are used by the organisation for the
attraction of the customers so that competitive advantage can be achieved by the management.
Some of the marketing channels of Safestay holland park are given below:
Advertising: It is related to those channel of marketing communication channel which is
required to be published by the specific sponsor and delivered by the number of media channels
such as newspaper, internet, digital media and many more. It is one of the most effective and
valuable platform of the marketing communication which helps to gain the attraction of large
number of customers of the market. If the management of the organisation used effective
communication channels then they helps them to create positive image of the product and the
organisation in the market which ultimately impacts the profit margins of the organisation. As
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different types of technologies and machinery are developed in the market which helps the
organisation to make the advertisement more attractive and effective. It is important for the
management of Safe stay Holland park to reflect the number of features and positive part of their
destination under their advertisement campaign as it helps the organisation to share the
information about the product and service to the market (Balicudiong, 2020). The management
of the company should be developed effective and attractive messages and slogans which can be
used to persuade the customers towards the product and services of the organisation. The
advertisement campaign of the company should be contains number of visuals and images which
helps the organisation to operate the appeal in effective and valuable manner as it helps the
organisation to comment in various section.
Social media marketing: Social media platform is one of the most biggest method of the
communication marketing which is used by all the organisation. There are large number of
benefits are present in this platform of the marketing which becomes the reason for the attraction
of business organisation. One of the most important feature of this types of marketing platform is
that the number of customers are very high which helps to reach the existence of the
organisation beyond the traditional limits. Another feature of the social media which can be
enjoy by the organisation is that it helps to established two way communication. It is related to
those type of communication under which the customer of the company are provided feedbacks
about the product and service of organisation. It helps the organisation to make considerable
improvement in their services according to the needs and desire of customers (Bednarz, 2022).
The social media marketing campaign is one of the attractive campaign under which the images,
text and videos are used by the organisation to conduct the number of advertisement factors. The
attractive contents used by the organisation helps the management to target the number of
customer and stimulates the demand of their services. It is very important for the management of
Safe stay Holland park that they have existence on different types of social media platforms such
as Instagram, twitter, and many more which provides number of features to the organisation
towards the accomplishment of their goals and objectives in the market.
Public Relation: It is related to those procedure of the organisation under which the
managament of the organisation maintains effective brand image which is beneficial for the
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management of four seaso resort. Under this procedure, the management of the organisation need
to develop effective relations with their customers so that it can be possible for to operate their
business in effective manner. One of the important feature of this type of marketing channels is
that it helps the organisation to improve their brand image which helps to grab the attention of
the customers. There are number of reasons are present for the usage of public relations. It helps
the organisation to operate their business among those conditions under which the goodwill of
the becomes high.
Digital marketing: It is related to those concept of the marketing communication channel under
which the digital platforms and the internet are used for the promotion of product and service in
the organisation. There are different tyoes of tools are present which can be used under this tool
such as email marketing and many more. There are also number of tools are present in this type
ofdigital marketing platform such as websites, content marketing and search engine optimisation.
It helps the management to develop direct and effective relation with their customers and also
helps them to operate their business in effective manner (Finkle and Aitken, 2021). It is
important for the for the management of Safestay holland park that they applied various tools of
the marketing which helps the organisation to become more postive and sophisticated in the
market.
P2. Design communication objectives
Effective communication is one of the important and valuable requirement of the business as it
enables the management of the organisation to share information from one source to another and
helps the organisation to achieve their goals and objectives in the market. It is important for the
organisation to understand the actual perspective of the customers so that effective objectives of
the communication can be developed in the organisation. The communication objectives of the
organisation should be developed in such a way to provide maximum returns to the company and
satisfy the needs of all the stakeholders of the organisation(Góral, 2020).
Enhance awareness of business: The awareness of the brand or the business should be
spread in such a way to promote the attraction of the customers towards the organisation. The
management of Safe stay Holland park develop number of communication strategies which
helps to improve the awareness of the brand in the market. There are many significances are
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present in relation to effective communication such as it helps the customers to aware about the
product and service of the organisation and also helps the management to advertise their
innovative strategies in the market. The social media channels is the marketing channels used by
the management of Safe stay Holland park which helps them to acknowledged their customers
about the new and existing services of the organisation (Hamidah, H., 2020).
Providing and getting information: The overall objectives of communication is the
sharing of information from one place to another. The communication channels used by the
organisation determine the purchase decision and also influence the purchasing power of the
organisation. The management of Safe stay Holland park used number of communication
platforms to get the information about the taste and preference of the customers. This
information helps the organisation to make improvement in their current range of services so that
the aspect of innovation can be satisfied in the market.
Persuading customers: The communication strategies used by the management of Safe
stay Holland park becomes able to pursuable the customer towards the purchasing of company
products and services. It helps the organisation to organisation to increase the demand of the
products.
P3. Justification of selection of integration of communication channels
There are large number of marketing communication channels are present in the market
which is to be used by the organisation on the basis of the requirement of customer and structure
of the organisation. The management of Safe stay Holland park analyses different alternatives
which are present in the market and used the best alternative which helps to promote the
communication in the organisation. The management of the company uses social media and the
digital marketing as their core communication channels which helps the organisation to conduct
their business in effective manner (Hereya and Faradella, 2022). The brief discussion related to
justification for the selection of social media and the brief discussion related to the same are
given below:
Increasing brand recognition: Social media is important communication channel of the
organisation which not only attracts the customers but also helps the organisation to increase
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their profit margins in the market. The application of the present marketing channels the
management of the organisation grab the information about the taste and preference of the
customers and helps them to improvise their services.
Enhance connectivity of customers with brand: One of the most biggest advantage which
is enjoyed by the organisation due to the selection of the concerned marketing communication is
that it helps the organisation to improve the connectivity with their respected customers
(Muritala, 2021). Social media enables the organisation to develop two way communication
under which the customers of the company can be established effective interaction with the
company with the helps of feedback. It helps to increase the loyalty of the customers because the
problems and queries faced by them grab the attention and focus of management. The social
media campaign used by the management of Safe stay Holland park improves the innovation
aspect of the organisation.
Collect information about customers: Collection of information about the customers and
market is one of important and valuable fuction of organisation under which different types of
difficulties has to faced by the company. The information grab by the organisation are very
helpful for the company to meet the expectation of the customers. Through these advantages it is
clear the social media and digital marketing platforms plays important role in effective
communication.
P4. development of plan relating to marketing communication which helps meet effectively the
objectives of business communication
The management of Safe stay Holland park has developed effective marketing communication
channel which enables the organisation to grab the attention and helps them to get the
information in effective manner. There are different components are present under the marketing
objectives of the company and the brief discussion related to the same are given below:
Establishing mission statement: The mission statement of the company is one of the
important company for the development marketing communication plan. The mission statement
reflects the goals and the objectives of the company for which they have conducted their
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business in the market. The overall mission of the organisation is to provide quality services to
the customers in affordable prices (Park, J. and McMahan, 2020).
Establish business objectives: The management of Safe stay Holland park developed
different types of goals and objectives which they want to achieve in span of time. The
objectives which are developed are used in planning of the organisation and provide right
direction to the organisation communication.
Identification of buyer: There are different types of customer groups are present in the
market which is determined on the basis of income, caste, race class and many more. The
selection of specified customer group are the part of organisational planning which helps to meet
the objectives of organisation.
Identification of USP: The selection of specific unique selling proposition are important
which helps the organisation to differentiated the services and the product from the number of
competitors present in the market.
P5. Critical evaluation of integrated marketing communication plan with their relation to
communication channel, strategy, channel choice and creative content
Integrated communication plan refers to those plan of the organisation which is
developed by the management for the guidence of the organisation towards the accomplishment
of organisational goals and objectives. The overall objectives of the communication plan is to
increase the awaareness of the brand alongh with the enhancement of organisational goals and
objectives. There are different types of phases are present in the development of communication
plan and the brief discussion related to the same are given below:
Identification marketing communication method: It becomes essential for the management of
Safe stay Holland park to evaluate and analyse different types of commumnication to create
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effective integrated marketing communication. It helps the organisation to convey all the useful
information to the number of customers. For the development of effective communication plan,
the management of the organisation require to analyse the target customers and collects all the
information about their taste and preference in the market. The proper analyses of the customers
are also the important part for the development of effective communication plan (Pavenkov, O.
and Rubtcova, 2019). The number of communication are given below which is used by
management of Safe stay Holland park while performing the same:
 The content marketing channels of the organisation helps the management to convey the
content to the customers which is based on their products and services. This function are
performed by the company with help of different digital platforms such as dynamic
websites, video marketing and many more which facilitatates the customers towards the
concerned services of the organisation.
 Email marketing is the prime channel of the communication which is used by Safe stay
Holland park as it helps to improve customer engagement towards the organisation. This
marketing channel are used by the company for the sending the information about the
new and innovative services to the respected customers. This also helps the organisation
to meet their goals and objectives in the market.
 There are number of social media platforms are present which is applied ny Safe stay
Holland park for the development of effective relation with their customers. It enables the
organisation to gain the useful information and improves the image of the brand in the
market.
The communication channels which is discuss above enables Safe stay Holland park to develop
better understanding about the customers and their needs and desire which helps the organisation
to develop effective communication plan in the organisation.
Formulation of Marketing communication plan: After the conclusion and selection of the
communication platforms, the management of Safe stay Holland park start the process for the
development of integrated communication plan under which different types of strategies are
developed by the management for the achievement of goals and objectives. There are some
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factors are present which require focus from the management for the development of effective
communication plan and the brief discussion related to the same are given below:
 Audience: The evaluation and analysation of the needs and desire of the customere is the
most important factor for the sucess of any communication plan in the market. It enables
the executives to increase the demand of the product. The management of Safe stay
Holland park uses instagram, facebook and many digital marketing platform to control
thsi factor of the organisation. Content: The content which is used by the organisation under their marketing
communication platform plays important role while attracting the customer towards the
service and product of th company. It is essential for Safe stay Holland park to make
innovation and attarctiveness in their content which helps the organisation to make
customers loyal towards the organisation.
Recognise customer decision-making process: The evaluation of customer decision making
process and their perpective plays major role for the development of effective marketing
communication plan. The Safe stay Holland park has conduct number of surveys and research of
the market for the evaluation of customer and their behaviour so that counter strategies can be
developed which helps to overcome from number of problems.
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CONCLUSION
It is concluded from this report that the development of integrated marketing
communication channel is one of the difficult and complex issue for the organisation under
which different types of fucntions has to performed by the organisation. This report concludes
that social media is one of the most biggest trend of the market which helps the organisation to
conduct their business in effective manner. This report concludes the development of effective
marketing objectives and the plan which helps the organisation to meet their marketing
objectives. It is important for the management to have effective approch towards the new and
advance technology because it help them to increase the level of customer attraction and
satifaction.
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