develop an integrated marketing plan -Business Finance
Your hotel has decided to outsource space to a restaurant brand.The restaurant brand [of your choosing] should have a bistro feel, suit business travels, and local professionals for lunch and after hours.It should also welcome leisure travelers, and to a lesser extent, families. Based on chapter 6, create an integrated marketing plan using a minimum of 3 online and 3 offline promotional tools.Explain how you are using these tools to: To make the target markets aware of the new restaurant.Build a database for each market to communicate with them.To increase revenue and profit.
integrated_communication_plan_formatting_instructions_1_.docx
integrated_marketing_plan_assignment.docx
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Formatting for the Integrated Marketing Communication (IMC) 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: ???
Integrated Marketing Plan Assignment
Your hotel has decided to outsource space to a restaurant brand. The restaurant brand [of your
choosing] should have a bistro feel, suit business travels, and local professionals for lunch and
after hours. It should also welcome leisure travelers, and to a lesser extent, families.
Based on chapter 6, create an integrated marketing plan using a minimum of 3 online and 3
offline promotional tools. Explain how you are using these tools to:
1. To make the target markets aware of the new restaurant.
2. Build a database for each market to communicate with them.
3. To increase revenue and profit.
Note: It is a marketing plan, not a promotional plan. While you are using promotional tools you
should also discuss product, price, and place (distribution), and how each is used to attract a
specific market.
In your plan identify your goals versus key performance indicators (KPI). KPIs can help you
achieve your goals, but are not the end goal. For example:
• Goal: Operate a profitable restaurant.
• KPI: Develop a social media presence and build a database of customers and potential
customers.
Then identify the objectives (measurable), strategies, tactics/tasks for each goal or KPI. For
example:
• KPI: Develop a social media presence and build a database of customers and potential
customers.
• Measurable Objective: Launch your social media presence on first day of the next
month. Increase database participants by 20% each month.
• Strategies: Create a contest to get potential customers to follow our restaurant on
Facebook.
• Tactics/Tasks: Develop the Facebook contest. Create and post ads on Twitter,
Instagram, and in print – flyers, mailings, magazines to get potential customers to sign
up for the contest.
…
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