Integrated Marketing Communications Plan for Slaley Hall Resort

This report provides an analysis of the integrated hospitality marketing communications plan for Slaley Hall, a country house golf resort. It covers various marketing channels such as advertising, digital marketing, public relations, and social media marketing, explaining their use in achieving communication objectives like influencing purchasing behavior and expanding the customer base. The report justifies the selection and integration of these communication channels, emphasizing client engagement, brand awareness, and lead generation. It also details the components of an effective integrated marketing communications plan, including identifying the target audience, setting a budget, defining unique selling propositions, and maintaining brand consistency. Finally, it evaluates the integrated marketing communications plan in relation to the communication strategy, channel choice, and creative content, highlighting the importance of a strategic, cooperative, and promotional marketing capability.

Integrated
Hospitality
Marketing
Communications

Table of Contents
INTRODUCTION...............................................................................................................3
P1 Different types of marketing channels.................................................................3
P2 Communication objectives...................................................................................4
P3 Justifications for the selection and integration of communications channels
chosen.......................................................................................................................5
P4 Integrated marketing communications plan that effectively meets communication
objectives...................................................................................................................6
P5 Evaluate an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content......................................7
CONCLUSION...................................................................................................................9
REFERENCE...................................................................................................................10

INTRODUCTION
Marketing is a wider word that is important in every business since it is connected
with recognising the requirements of the target population, creating and producing a
commodity, advertising the attributes of the products generated and convincing people
to execute a transaction. Slaley Hall is taken as the base organisation. Slaley Hall is a
country house golf resort in Northumberland, UK which was developed by local
businessmen Seamus O'Carroll and John Rourke that hosted The Great North Open
from 1996 to 2002. This report covers the use of various marketing channels to achieve
the communication goal and an integrated marketing plan in respect to corporate
strategy, channel selection and creative content.
P1 Different types of marketing channels
Marketing channels are an essential component of the marketing mix since they
are associated with the physical distribution of products and services from the point of
production that is the producer to the point of target that is the customer for usage.
These channels serve as a link between the consumers and the chosen resort in the
delivery of its services giving an outstanding, warm and pleasant experience (Yu and et.
al., 2018). The different types of marketing channels are mentioned below:
Advertising: Advertising has been one of the important channels that Slaley Hall
uses to communicate details to the target population and promote the brand through
sponsored announcements. These promotions are aimed at capturing the notice of
customers using various modes of communication such as radio, television,
newspapers, periodicals, mailings, internet and so on. Slaley Hall uses sponsoring to
finance functions, either by contributing a supportive fee or becoming a hospitality
partnership, in order to attract to its high quality of services that increases their brand
image and develops strong relations as a prominent corporation.
Digital marketing: It is involved in the use of the web and digital technology to
promote and promote goods and services. Slaley Hall uses digital marketing to assist
the company and promote its branding and offerings owing to the increased usage of
technology and the internet throughout the world. Hotels could easily identify customers
on the web and turn leads to sales in moments (Lee and et. al., 2021). Search engine

optimization, pay per click, influencer marketing, social media marketing and
many other essential elements may help Slaley Hall achieve its target audience and
improve their sales.
Public relation: Public relations is a method of communication that has the ability
to create attention and enthusiasm regarding companies, goods or services by
partnership with media sources such as newspapers, reporters and other major
institutions. Public relations assists Slaley Hall in transforming brand values into
storylines which engage to their core demographic and media outlets interested in the
resorts' offerings and commercial concerns. These campaigns are generally developed
with the costumer’s interest’s events and trends in view that can be related to the
resort's offerings in consideration. Another strategy that the resort may employ is
sponsorships of events and experiences that assist in establishing a favourable public
image and reaching a larger intended population (Vohra and Bhardwaj, 2019).
Social media marketing: Organizations all around the world could effectively
interact with its target audiences by utilising internet-enabled technologies, regardless of
geographical borders or unique demographic traits. Slaley Hall could utilise social media
marketing to connect with its intended audience, boost brand recognition, direct website
traffic and advertise its services. Facebook, Twitter, Instagram, Pinterest and YouTube
are among the main social media platforms that could draw and build a powerful
position in the market. The benefits of social media marketing is that it raises brand
recognition for Slaley Hall by social engagement, that includes behaviours such as
sharing, publishing, reposting and commenting on posts that receive a lot of traffic on
social media platforms.
P2 Communication objectives
The most important parts of marketing is communication, that is focused with the
connection among the firm and potential customers in terms of the exchange of
problem-solving solutions. Advertisements and marketing efforts cannot be efficient
unless the aim and goal of communication with the target population are stated clearly.
Communication objective of Slaley Hall mentioned below:

Influencing purchasing behaviour: Slaley Hall's additional communication goal
is to encourage and encourage customers to embrace its extraordinarily warm and
pleasant services (Avila-Robinson and Wakabayashi, 2018). The business aspires to be the
very first pick for travellers that arriving in the United Kingdom to choose its service by
separating itself using distinctive marketing factors.
Expand the customer base: Slaley Hall's efficient marketing communication plan
aims to broaden the client base by notifying and training them about its other events
offerings including as food and beverages, transportation, events and lodging. The hotel
includes 141 rooms as well as beautiful outdoor facilities for organising parties.
P3 Justifications for the selection and integration of communications channels chosen
Communication is an important component of the marketing mix, that includes a
variety of strategies and channels for interacting with customers and establishing a
good reputation for the firm. The hospitality sector uses communication channels to
train and develop corporate recognition of the commodities and services supplied to
customers as well as to form long-term relationships among prospective customers in
order to grow sales and establish a strong position in the marketplace (Šerić, 2018).
Slaley Hall uses digital media promotion to build its brand reputation and offer resort
services all over the world. The reason for selection and integration of above mentioned
communication channel is mentioned below:
Client engagement and satisfaction: The primary reasons for choosing digital
marketing is that it provides a broad array of possibilities for the resort to communicate
and establish proper engagement over social media platforms, resulting in the delivery
of immediate services and solutions to customers and an increase in their sense of
fulfilment (Kotoua and Ilkan, 2017). Slaley Hall keeps customers involved through a
variety of collaborative activities that help the firm properly recognize the consumer and
build great relationships that transform prospective customers into committed
customers.
Increase brand awareness and generate leads: As Slaley Hall uses digital
media marketing to communicate, advertise and deliver its services, this assists the firm
in developing a solid existence over digital media channels through the usages of pay

per click, search engine optimization and influencers on social media platforms. More
than majority of the population of the world has access to internet and electronic
devices, making it possible for the customer to expand its visibility and build brand
awareness in almost every corner of the earth, influencing travellers to pick their hotels
for extraordinary, pleasant and amiable services over all others (Scheinbaum, 2017).
Aside from all this, the usage of digital marketing assists the firm in generating large
amounts of visitors to its website and social media pages, increasing the possibilities of
transforming prospects into profitable sales.
P4 Integrated marketing communications plan that effectively meets communication
objectives
The Slaley Hall's integrated marketing plan describes the strategy chosen to
concentrate on sustaining reliable relationships with consumers in aspects of message,
language, illustrations and believe as well as the integration of all marketing and
promotional strategies to attain the intended audience and promote the brand value
(Kim, Tang and Bosselman, 2018). The integrated marketing communication plan to meet
communication objective is mentioned below:
Identify and comprehend the target audience: Identifying and comprehending
the target customers is a necessary first step in building an efficient marketing
communication strategy. Slaley Hall could gather data from marketing
statistics, historical sales, buyer analysis to determine what really the consumer is, their
issues, mode of communication and implementation of successful communication
channel to engage with customers. Recognizing the consumer better assists Slaley
Hall in developing relationships and transforming prospective clients into potential
clients.
Setting up a budget plan: Finance is essential in creating and establishing all of
the actions of an integrated marketing communication strategy to guarantee that all is in
line with the plan. Slaley Hall's chief financial officer oversees all parts of the
communication strategy and verifies that all actions are performed under the budget and
that the resort would not go above budget (Sarker, Mohd-Any and Kamarulzaman, 2019).

Identify unique selling propositions: Understanding unique selling propositions
can assist Slaley Hall in distinguishing its products and services from rivals due to its
distinctive features. Slaley Hall offers its customers one-of-a-kind and customized
services as well as food, lodging and logistics, in addition to large and luxurious
locations.
Marketing communication technique: The most important parts of a marketing
communication strategy are selecting the proper communication method that will assist
marketing executives in planning and generating materials for a promotional activities
campaign. These channels will influence how effectively the targeted consumer
understands the information, the effect it has and the ability to address the widest
possible target audience.
Maintain a constant brand element: Slaley Hall must follow a standard branding
aspect throughout all marketing and promotional tactics, platforms and channels (Kumar
and Kaushik, 2020). Since the brand aspect assists the client in recognising and
distinguishing the firm from its rivals. Establishing and maintaining high brand
recognition will assist the firm in creating awareness within the consumer group and
allowing them to connect it with the firm's products and services.
Key success metrics: Creating essential success metrics would assist the resort
in assessing the effectiveness of integrated marketing communication activities for
prospective comparison and analysing the effectiveness of current tactics. These critical
indicators might include newsletter sign-ups, customers who reached at the website
through the use of a social media post and so on.
Execute, test and repeat: The final stage is to adopt the marketing plan, execute
tactics and assess results using key success criteria. One of the important principles is
to utilise dynamic methods in order to make adjustments and modifications in response
to market patterns and obstacles (Gonzalez, Gasco and Llopis, 2020).
P5 Evaluate an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content
There are varieties of firms which are battling to obtain a lead and turn it into a
successful sale, necessitating the need for powerful marketing tactics. A strong

marketing strategy includes a systematic technique to use marketing channels and
means to engage target audiences, developing brand ambassadors turning prospects
into sales developing into diverse areas and placing their brand reputation in the
industry. Integrated marketing planning are a significant technique that assists Slaley
Hall in achieving the marketing campaign's goal through the combination and
synchronization of several marketing tactics targeted at strengthening each other and
delivering a clear and concise message. Slaley Hall is effective in providing continuous
and appealing message to targeted population across multiple channels of marketing to
impact the action of prospective consumers in the purchasing decision making
processes with the assistance of strategic, cooperative and promotional marketing
capability (Gardini, Ottenbacher and Schuckert, 2020). The goal of an integrated marketing
communication strategy is to guarantee that a firm uses all possible marketing channels
to enhance the brand message of a marketing campaign in order to engage with
customers in a comprehensive manner and without losing track of the marketing goal.
Integrated marketing communication with communication strategy
The primary goals of integrated marketing communication is to achieve the goal
of communication strategy, which is to interact efficiently with the intended audience
using captivating and convincing message composition in order to change the decision-
making activity and turn prospective leads into profitable sales. As component of the
communication strategy, the integrated marketing plan examines the intended
demographic and how they anticipate connecting with the firm. According on this,
marketers gather factual information and develop relevant promotional channels to
interact with customers (Ahn and Thomas, 2020). This is the primary job of integrated
marketing communication to guarantee that all promotional activities are coordinated
and provide the comparable information to the demographic across various modes and
approaches.
Integrated marketing communication with channel choice
Slaley Hall’s integrated marketing communication plan is targeted at creating
better and convincing marketing messages through different advertising channels
obtainable to them in an organized and collaborative manner in order to approach the
target viewer and change their purchasing decisions. To achieve harmony, marketers

could choose a suitable marketing channel while considering population
profiles, specific issues and how the firm handles those concerns. The degree of
influence and the amount of accessibility to the core demographic will be determined by
the communication channel chosen (Kwon and et. al., 2020). Among the most effective
ways for Slaley Hall to interact with and reach out to its intended audience is using
social media marketing that is less costly and has a significant influence on consumer
purchasing decisions. To provide customers with more authentic encounter hotels could
use testimonials and reviews influencers for advertising, photo and video sharing and
live streaming.
Integrated marketing communication in relation with creative content
Innovative and compelling content is the crucial to the effectiveness of advertising
campaigns and the essence of the business's promotions with the goal of generating
sales, informing consumers or raising brand recognition. The data included and
transmitted by any marketing and promotional effort is referred to as content. The
content is critical to the success of marketing activities because it conveys the message
to the target audience. This content could be photos, tag lines, GIFs, video or an
advertising campaign with an appropriate subject such as starting shortly or opening
soon (Rasool, Shah and Tanveer, 2021). Slaley Hall must develop and construct an
engaging, persuasive and compelling content with important facts that fits the
communication aim. The role of integrated marketing communication is to enhance the
marketing idea by coordinating the many marketing channels utilised by Slaley Hall to
successfully connect with the core demographic.
CONCLUSION
From the above discussion, it can be concluded that, a method to providing
synchronization and coherence among the many marketing channels utilised by the firm
to market and advertise its goods and services is known as integrated marketing
communication. It is a more comprehensive strategy aiming at communicating
continuous and convincing information to the population in order to change their
behaviours. Moreover, there are several marketing channels that provide a particular

function in terms of marketing and interaction with the core demographic, with each
delivering a distinct message.

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