The British Hospitality and Tourism Sector. An Exemplary Integrated Marketing Communication Plan


Elaboration, 2019

17 Pages


Excerpt

Table of content

Introduction

Situation Overview

Target audience

Organization Marketing Objectives

Marketing Communication Objectives

Marketing Communication Strategy

Logo

Enhancing an Integrated Personal Selling Communication Plan

Using Customer Service Promotion

Social Media Marketing

Enhancing Message Content

Non-Personal Communication Channels to be Used

Brand Positioning
a. Increasing Awareness
b. Change Attitudes
c. Stimulates ‘Trial Purchase’ Approach

Relationship Building and Ways of Reaching to Clients

Marketing Objectives

Brand Positioning

Relationship Building
a. Blogging
b. Sponsoring Corporate Social Responsibility and Corporate Events

Implementation

Evaluation

Conclusion

References

Introduction

Hospitality and tourism sector is a constant sector on the issue of customer service, satisfaction, and incorporation of gifts vouchers as a way of attracting a larger pool of clients. Healthcare facilities are now advancing regarding incorporating hospitality and improvement of service in their approaches (Andrews and Shimp, 2017). Adriatic Healing Ltd a UK based company which focuses in connecting patients from different regions in the United Kingdom to high-quality health care professionals, private clinics, and offering them at range of selective private medical services is now focusing on improving its services to deal with the competitive prices in the region (Armstrong et al., 2015). There are various issues that Adriatic Healing Ltd company improve to establish an integrated marketing communication, align the target population, advertising approaches, chose suitable marketing objectives, promote an excellent relationship with customers, develop a better product position and aligning market-driven plans to promote outstanding service improvement awareness.

Situation Overview

Adriatic Healing Ltd seeks to expand its medical approaches by providing better solutions, providing medical care that fits the value of the attention, promoting private nursing, and improving service with quality alternatives diverse patients in the United Kingdom. Adriatic Heeling ensures that clients are offered a treatment plan that incorporates traveling and experiencing the beauty of diversity in Croatia which is an increasingly populated region that includes a sort of tourist destinations, history, culture, and full tradition that is a beautiful scenery concerning environment (Armstrong et al., 2015). Clients expect the market to offer them an opportunity for better service that incorporates an enhanced personal service, proper analysis of patients’ needs, and incorporation of specialized services. Since Adriatic Healing Ltd is a company that focuses on promoting all the special needs that clients require, there is the need to carry out a though strategic communication plan to improve with projective anticipation to realize the best service.

Target audience

United Kingdom's health care industry is majorly focusing on improving patient services by incorporating tours as a service that is majorly provided by tourism and hospitality sector to improve service deliverance (Armstrong et al., 2015). The target population are all patients in the U.K. However, the target populations can also include any other patient who requires an improved service that incorporates providing patients with a chance to visit various tourism sectors across Croatia which is an increasingly popular region that has beautiful sceneries, better environment, aquatic life, fantastic history, full tradition, best destinations, and culture. The marketing plan will be developed concerning the fact that patients, who are considered to be the most immediate clients received information regarding improvement of service in Adriatic Healing Ltd.

Organization Marketing Objectives

Adriatic Healing Ltd relies on their mission statement that mentions that the fact that we live in the fast-paced world, every moment of life must be precious by ensuring that a combination of approaches on determining a healing process should incorporate the aspect of seeking happiness and creating a remarkable experience during service delivery to our loved ones. Therefore, the objective of Adriatic Healing Ltd are:

1. To improve service to ascertain the fact that the expensiveness of the service is justifiable by the incorporation of improved healthcare and medical plan.
2. To ensure that every population receives private healthcare that is accessible to our disposal and focuses on improving the patient's life quality and providing that clients are given a service that is associated boosts via self-esteem with a hand full of unforgettable memories and emotions that are promoted by a visit to Croatia (Armstrong et al., 2015)
3. To enhance treatment and healing process by incorporating social awareness, tourism plan, and special treatment for the clients as a way of improving their quest for happiness.
4. To dedicate a better service to the clients as specified by their quest to provide private clinics, visits to Croatia, and improve service delivery.
5. To incorporate better hospitality and tourism approach in the health care plan.
6. To focus on accessibility of healthcare, confidentiality in healthcare, improvement of medical treatment, enhancement of patient happiness, and offering a chance for patients to realize life quality by giving them an opportunity to visit destinations in Croatia (Armstrong et al., 2015).

Adriatic Healing, AH, focuses on improving patients quest for better service according to the price they pay. The facility focuses on enhancing ways of attracting more clients. Besides, it focuses on promoting positive growth of their clients’ network to their farm. Adriatic Healing Ltd seeks to boost the current trend of an increase in many outward medical tourists in the plight improving the service provided by the firm. The farm has been increasingly enhancing its services and attracting more clients across the world.

Marketing Communication Objectives

Adriatic healing is objectively concerned with enabling the clients to realize the fact that the facility majorly focuses on offering healthcare services that are affiliated with making clients happy and to recognize the worth of happiness regardless of the health complications affecting them. Secondly, it focuses on dental treatment, injury rehabilitation, physical therapy, skin treatment, dermatology, and general spa, its communication plan and objectives relate with their service improvement in conjunction with enhancing happiness among its patient. Adriatic healing focuses on using social media platforms and most probably creating hashtags that relate to the promotion of happiness. Social media platforms like Facebook, Twitter, Instagram, and LinkedIn, are used to enhance advertisement (Vanhove, 2017). Adriatic Healing Ltd uses specific remarkable statements that attract client’s attention and possible potential customers to the facilities services.

Marketing Communication Strategy

As a company that has established a known brand in the industry, Adriatic Healing Ltd uses elusive marketing communication language by ensuring that the mode of communication is promoted by proper language, dress code, body language, manners, etiquette, mannerisms, and customer specific strategies to attract potential customers to the facility. Besides, Adriatic Healing Ltd majorly uses the slogan “we provide a solution to the other expensive private treatments in the United Kingdom by giving our patients a chance to receive high-quality alternative health care plans in beautiful Croatia” (Adriatic n. d.). Adriatic Healing Ltd should also seek to reduce the overlapping functions that affect an organization's marketing communication plan by focusing on public relations, corporate social responsibility, and enhancing sales presentation, promoting justifiable sponsorship.

Logo

A precise marketing communication strategy should focus on pain creativity to the creation of a company logo. Even though the current logo for Adriatic healings ltd is suitable for the target market, an improvement should also be made to enable patients to realize that it is a logo that is focused on promoting health and happiness for the patient. Creativity should also be applied on incorporating better graphic design to the company logo. In most cases, there are a visible feature of a brand enables a client to recall the logo and possibly communicate about it to another client (Hanrahan, Maguire & Boyd, 2017). The design and choice of the logo should be a factor to be considered in the future as an approach to expand the customer base for the facility. Reasonable changes should be made on the current logo to improve branding and to enable the company's logo to stand out from other company's logo in the market. The estimated budget on enhancing the logo is about $20,000.

Enhancing an Integrated Personal Selling Communication Plan

Adriatic healing focuses on promoting specific approaches to improve personal selling other than using blogs, advertising arts, and social media. Therefore, the facility incorporates various distinctive personal selling aspects like personal qualities, better cultivation of personal interaction, and seeking to provide quick response to two questions from the market. On the other hand, an immediate and interactive relationship-building approach is also promoted by the facility. In the future, Adriatic Healing ltd should majorly focus on fostering personal selling plan as an integrated approach for communication as a way of reaching out to the customers or clients who cannot access other means of strategic communication. The estimated future promotion strategy budget is about $500,000.

Using Customer Service Promotion

According to Pike and Page (2014), improving customer service promotion tools like the use of coupons, contest, and drawing a better and stronger customer response analysis enhances customer service. Apart from offering security to the clients during day tours to Croatia, Adriatic healing facility will also incorporate lunch coupons, accommodation. The estimated budget for the promotion should be $460,000.

Social Media Marketing

The best approach to advertise their services added to the facility is through sharing the information via social media handles outlined on the website of Adriatic health. Sharing of information to their social media sites will expand customer awareness of the services improved by the facility. Besides, the Facebook page which is flooded by lots of clients will enable their formation to be carried out to a broader audience hence improving customer awareness. And, Adriatic health shield pays for promotion services for social media sites to be known by various users. In that manner, social media sites will enable the facility to reach out to more clients. Internet ads should be used to promote awareness of the product and social media sites two other clients across the United Kingdom. The internet ads should be incorporated on search engines relating to the facility. The estimated budget is $400,000.

Enhancing Message Content

As a healthcare facility, Adriatic health should incorporate thematic messages that should aim at attracting clients who have healthcare needs and who are dissipate to be served with the best services providers. Since the facility is primarily concerned on improving services, adding value to the services, and offering benefits two clients, the approach will be incorporated on advertisement ads 2 improve customer awareness concerning the positive changes.

Non-Personal Communication Channels to be Used

Nasa facility, Adriatic health is supposed to incorporate the following non-personal communication channels in the process of promoting a strategic communication plan.

a. YouTube videos
b. Print media that relies on magazine direct mail and newspaper.
c. Using webpage and audio tapes
d. Focusing on the radio and television as broadcast media The estimated budget is $623,000.

[...]

Excerpt out of 17 pages

Details

Title
The British Hospitality and Tourism Sector. An Exemplary Integrated Marketing Communication Plan
Author
Year
2019
Pages
17
Catalog Number
V464207
ISBN (eBook)
9783668939837
ISBN (Book)
9783668939844
Language
English
Tags
british, hospitality, tourism, sector, exemplary, integrated, marketing, communication, plan
Quote paper
Bethany Hopens (Author), 2019, The British Hospitality and Tourism Sector. An Exemplary Integrated Marketing Communication Plan, Munich, GRIN Verlag, https://www.grin.com/document/464207

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