Describe different marketing communications methods

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Reference no: EM133201286 , Length: Word count: 3 Pages

Assignment Problem: Marketing Communications Strategy Project

This project builds on your previous work in the Brand Analysis papers. (We choose Rosewood Hotel and resort) As an employee of the hotel brand, the Director of Marketing has assigned you the task of developing new marketing communications for a target market at a specific hotel for the upcoming year. Please choose an existing hotel in the brand and a market that the hotel pursues, based on your research. To ensure sufficient information is available, please select a hotel located in the United States for this assignment. This project has two parts: a paper and a presentation. This document includes guidelines for both parts of the 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.

Part 2: Presentation

For the second part of the project, you will create a presentation that introduces and describes your brand to your classmates. Your presentation should draw on specific parts of your three written papers about the brand (the two Brand Analysis Papers and the Marketing Communications Strategy Paper). Assume that the class knows little or nothing about the brand (even if a classmate is presenting on the same brand).Your presentation should be 4 to 8 minutes in length. Use PowerPoint or presentation software to provide visual aids. Your presentation should include at least 5 slides but no more than12 slides. Please dress in business casual or business attire for your presentation.

Components

Your presentation should include the following:

Brand Description. Give a brief description of the brand, including the brand position, main target market(s), and geographic location of the properties.
Existing Marketing Communications. Describe two of the marketing communications methods that the brand currently uses and identify the type for each one.
New Marketing Communications. Describe two of the new marketing communications ideas that you created for your Marketing Communications Strategy Paper. For each one, identify the type and target market.
Brand Future. What is your opinion about the brand's future? Support your opinion with research from your SWOT analysis (but please don't present your entire SWOT).

Reference no: EM133201286

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