hosp Integrated Marketing Plan Assignment

So the Integrated Marketing Communication Plan is based on the framework of a marketing plan. If you remember your HR courses, organizational planning is derived from a mission statement and features:

Mission Statement > Goals > Measurable Objectives > Strategies > Tactics/Tasks > KPI > Conversions

The Brand Marketing Team was asked to cover:

1. Make the target markets aware of the new restaurant.

2.Build a database for each market to communicate with them.

3.Increase revenue and profit.

I would look at these separately by market segment.

Corporate Travelers

Goal: (#1, 3) Provide high quality, food and beverage service to hotel corporate guests.

Measurable Objectives: Develop and increase corporate business by 20% annual.

Strategies: (What product, price, distribution, and promotional strategies would you use?

Promotion Strategy: promote the lunch menu that can be ordered via app and (1) seated/served upon arrival, (2) delivered to the guest room, (3) take-out.)

Task: Use a minimum of 3 online and 3 offline tasks. They should build upon each other to move through the Buyer Readiness Stages. Show KPIs and Conversions per task.

1. Create a contest to get people to get the company app.

a. KPI: 200 people sign-up for our restaurant app monthly

b. Conversion: serve 50 corporate guests monthly

2. Task 2

a. KPI:

b. Conversion:

[After you create your IMC framework you can include paragraphs explaining your choices.]

Goal: (#2) Build a corporate traveler database for ongoing communications.

Measurable Objective: (What is your measurable objective to meet your goal?)

Strategies: Contest you mentioned earlier – explain how it will help meet your measurable objective.

Tactics/Tasks: (Explain the contest and tools you are using. How will these tasks help to achieve your strategies?).

KPIs: 250 entries

Conversions: ???