Marketing Communication Plan for Island Beach Resort - Unit 33

This report presents an integrated marketing communications plan for the Island Beach Resort, a privately owned establishment in Florida specializing in accommodation and recreational services. The report begins by outlining the communication objectives, specifically aiming to increase international customers by 15% within 12 months. It justifies the selection and integration of various communication channels, including broadcast media and electronic communications, highlighting their role in brand building and customer acquisition. The core of the report is the integrated marketing communications plan, detailing marketing communication methods, the marketing mix (price, place, product), and the importance of creating engaging content for international customers. It also describes the customer decision-making process and the implementation of the plan using tools like Google Analytics. The conclusion emphasizes the significance of an integrated marketing approach for sustained success in the hospitality industry, referencing key literature on marketing communication strategies.

Unit 33 - Integrated
Hospitality Marketing
Communications
Island Beach Resort

Table of Contents
 Introduction
 Designing Communication
Objectives for Island Beach Resort
 Justification for Selecting and
Integrating Chosen Communication
Channels
 Integrated Marketing
Communications Plan
 Conclusion
 References

INTRODUCTION
 For a business organisation to successfully operate within its operational industries over
a sustained period of time, it needs effective communication and marketing strategies
and planning.
 This presentation evaluates the communication objectives and plan of the privately
owned Island Beach Resort, that is located at Gulf Coast, Florida and specialises in
offering to its customers accommodation and recreational services like tennis, dining,
shopping etc. in order to satisfy their customer's varying needs and requirements
within the hospitality industries of USA.

Designing Communication Objectives for
Island Beach Resort
 Communication objectives of a business organisation such as the
Island Beach Resort relate to the goals that the business
organisation is required to achieve through effective
communication operations to its customers and stakeholders. The
overall communication objective of Island Beach Resort is follows:
 To increase the number of international customers serviced by the
varied operations of Island Beach Resort by 15% within the next
12 months of operations.
 This communication objective of Island Beach Resort is of
immense importance as this ensures that the target customers of
Island Beach Resort remain international customers as opposed to
domestic or local customers within the hospitality markets of USA.

CONT.
 Possessing a target market of international customers would allow for Island Beach Resort to
effectively be able to increase their brand awareness, value and reputation within the global
hospitality markets, allowing for them to gain a sustained competitive advantage against their
perceived competitors within the hospitality markets, which would make its easier for Island
Beach Resort to acquire new customers and expand their operations to new global markets.
 Possessing international customers as preferred and targeted market would also allow for Island
Beach Resort to earn foreign exchange which effectively adds to and increases the profitability
of Island Beach Resort within the hospitality markets of USA.
 International customers also expect certain standards of operations from the Island Beach Resort,
with the business striving to meet these high expectations allowing for it to effectively improve
the overall quality of its offered services to all customers, allowing for the resort to be able to
effectively satisfy the varying needs, preferences and requirements of domestic, local and
international customers towards increased operational productivity, profitability and market
share of the business organisation.

Justification for Selecting and Integrating
Chosen Communication Channels
 There are various kinds of communication channels that can be used by Island Beach
Resort in order for them to achieve their communication objectives and effectively
communicate about their operations and services with their stakeholders and customers in
the hospitality markets of USA. The communication channels used by Island Beach Resort
are as follows:
 Broadcast Media Communication Channels:
 Broadcast media channels contain communication tools such as TV, radio and loud speakers
all of which can be used by Island Beach Resort in their efforts to effectively communicate
with their customers in the hospitality markets, in order to acquire new customers and
increase the brand value, awareness and reputation of Island Beach Resort against its
competitors.

CONT.
 Electronic Communications Channel:
 Electronic communications channel include various digital
tools such as emails, websites, social media platforms, internet
and intranet in order for different parties to be able to
effectively communicate with each other.
 The use of electronic communications channel by Island Beach
Resort is justified as these also allow for Island Beach Resort to
communicate with a very large base of audience globally, with
the advantage of these channels being that communication
operations conducted using these channels require significantly
decreased amounts of financial resources as all communication
operations are conducted using the internet.

Integrated Marketing Communications Plan
 An integrated marketing communications plan is a strategic marketing plan that is designed
in order to facilitate the achievement of marketing and communication objectives of a
business organisation. The integrated marketing communications plan for Island Beach
Resort is as follows:
 Aim:
 To increase the number of international customers serviced by Island Beach Resort by 15%
within the next 12 months of operations.
 Marketing Communication Methods:
 Through the electronic communication channels, Island Beach Resort can use social media
marketing to effectively communicate to a very large base of global audience the operations
of the resort and the numerous services that they offer to their customers within the
hospitality industries of USA, at significantly reduced costs.

CONT.
 Marketing Mix:
 Price: The pricing strategy of Island Beach Resort is based on the competitive strategy,
with Island Beach Resort charging affordable yet competitive prices for the services
that they provide.
 Place: Island Beach Resort is strategically located at Gulf Coast of Florida at a very
beautiful location that is able to relax and rejuvenate their clients simply through the
scenic beauty present.
 Product: Island Beach Resort offers to its customers accommodation services through
its 160 different rental units which vary from one to three bedrooms. In addition the
resort also provides recreational services such as tennis, shopping dining etc., to its
customers.

CONT.
 Developing Plan:
 It is important for marketers of Island Beach
Resort to create interesting, engaging and
interactive communication content, that is
specifically designed for their targeted
international customers in order for the
communication strategy to be successful.
 The marketers are also required to place focus
on how frequently the communication messages
are sent as bombardment of the customer with
marketing communication content would
definitely be an unsuccessful approach.

CONT.
 Customer Decision Making Process:
 There are primarily three different stages of the consumer decision making process.
 Awareness stage during which the customer becomes aware of services provided by the resort.
 Consideration stage during which the customer considers and researches about the various
operations of Island Beach Resort.
 Decision Stage during which the customer after effective research decides to avail the services
provided by Island Beach Resort.
 Implementing Plan:
 The marketers of Island Beach Resort can incorporate the marketing communication plan with
their Property Management System in order to effectively implement it while also using tools
such as Google Analytics to monitor and control the operations of their integrated marketing
communications plan by analysing various metrics.

CONCLUSION
 Based on the findings of the presentation, it can effectively be concluded that an
integrated communications marketing plan that is able to achieve the communications
objectives of a business organisation such as the Island Beach Resort, is of immense
significance towards its sustained successful operations within its operational industries.
 This presentation creates the communication objectives for Island Beach Resort and
justifies the communication channels that have been selected and integrated within the
resort.
 The presentation also designs an integrated marketing communications plan for Island
Beach Resort that is able to achieve its communication objectives for enhanced
functioning within the hospitality industries of USA.