Developing new marketing communications for a target market at a specific hotel for the upcoming year.
Marketing Communications Strategy Project
Part 1: Paper
Please follow the specific instructions below. Use the subject headings below as your headings, but do not copy and paste the instructions. Do not number sections, use sub headings instead. Use MLA format, including in-text citations.
Existing Marketing Communications
1. Please provide a description of the hotel and area that you have chosen. The description should include, but is not limited to:
• physical address
• website address
• social media platforms
• key industries and major area corporations or employers
• transportation centers
• tourist attractions, special events, and local history
2. Describe all of the different marketing communications methods that this hotel currently uses. For each method, provide details and examples, and identify the type (advertising, direct response, sales promotion, online marketing, event/experience marketing, mobile marketing).
New Marketing Communications
3. Please select and describe the target market that you will focus on in this section. Include reasons why you chose this market with supporting materials such as statistics, charts, graphs, or interview quotes. Do you want business from this target market year-round, during peak season, or during slow season? Please identify the target market. Is it meeting business, accommodations, or both, or other (golf, tennis, athletic club, etc)?
4. Create three new marketing communications methods, as described below, for the chosen hotel and market. These methods should reflect and round out the brand’s Integrated Marketing Communications (IMC) strategy.
a. Experience Marketing: Design an experience marketing campaign for your market (review Chapter 5 for ideas). Describe it in detail. Also explain what your brand resonance goal is for the target market (Chapter 3).
b. Secondary Brand Association: Design a new secondary brand association (Review Chapter 7 for ideas). I’m not giving you a budget limit, so be bold! Describe it in detail, and explain how you will communicate the association to your customers. Also explain what your brand resonance goal is.
5. Your Choice: Design another marketing communication method for your brand. Identify the type (advertising, sales promotion, or one of the others). Describe it in detail, and explain why your idea is a strong addition to the company’s IMC and how it will build brand equity. Also explain what your brand resonance goal is for the target market.
Works Cited
Please use MLA format for your Works Cited page. For every work cited citation there needs to be corresponding in-text citations throughout your paper.
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