Resort Events

Question: How to organize various promotional events in and outside of the resort? Answer: The resort needs sponsors to be able to organize various promotional events in and outside of the resort. The sponsors can be a part of a particular facility and aspect of the resort. Like the companies, dealing in equipment for hiking can sponsor hiking packages. Thus, they need to be approached through direct marketing. Pr activities will help to attract the attention of the sponsors too (Burns, 2014). As the project is inside the Egmont National Park, the government needs to be aware of the expansion project, and various licenses and clearances need to be extracted from the government. For that purpose, the government needs to be approached through direct marketing. Many proposals and presentation have to be submitted to the government departments. Under the government come three major divisions - Stratford District Council, Taranaki Regional Council, and Department of Conservation Taranaki (Pradhan Mohanty, 2014). Stratford District Council is a regulatory board that is responsi ble for the preservation and conservation of various factors of the environment. The council looks after the Water Services, Rubbish Recycling, Roads Transport, Rates Property Information, Planning Resource Consents, Parking Vehicles, Land Information Memorandum, Funding Grants, Environmental Health, Emergency Management, Community Development, Building Services, and Animals Stock. For the expansion of the resort, the permission from the Stratford District Council is very essential. The council participates in regulating and protecting the environment health and abides by the relevant legislations like Health Act 1956, Food Act 2014, Gambling Act 2003, Resources Management Act 1991, Hazardous Substances and New Organisms Act 1996 and Local Government Act 2002 (Demeke, 2014). Planning and resources consent is important in the case of the resort as the expansion is going to take place and the council will undertake inspection is all the criterias are met in the expanded area. T he resort will submit the application form and have to give a presentation on the proposal. The council will assess the sustainability of the project and will keep monitoring the progression of the expansion. The council will grant the consent when it is sure that the plan is feasible and does not harm the environment in any way. The council will make sure that water supply activities are regulated and maintained. Water should be treated well before disposing of in the area. The reticulation system should be in working condition. The resort has to adopt all the measures for water treatment and reticulation system to protect and maintain the water supply in the area (Kim, Lim Brymer, 2015). The Taranaki Regional Council was established with the aim to manage the use, development, and protection of the natural and physical resources of Taranaki region. The council is responsible for the conservations and logical use of resources in the region. The resort authority has to seek permiss ion from the council to be able to expand the resort area. Department of Conservation Taranaki is focused on the conservation and education of the organisations regarding the businesses in the region. The resort needs to seek permission for the expansion of the property. The resort also plans to expand the range of activities provided by the resort. The internal stakeholders are the employees of the resort and for them, direct communication and emails are the best-suited communication mode. The employees need to be briefed as well about the expansion plan. This will help to increase the coordination among the employees and the employer and will increase the output of the resort (Gascn, et al., 2016). Hiring an Advertising Agency Hiring an advertising agency will help the resort to create an appropriate an advertising campaign. It will also be taken care of the public relations as well. The agency will create the communication in alignment with plans of the resort. While hiring an ad agency, the authorities should note that the ad agency is experienced and has handle projects like this (Yeshin, 2012). However, for the promotion of the resort, only four techniques: AdvertisementAdvertisements will be designed with the focus on the expansion of the resort. The highlight should be the new and refreshed look of the resort and various amenities that are going to be introduced in the resort. The focal point of the advertisement campaign will reflect the pristine natural beauty of Egmont national park. The advertisement will highlight the outdoor activities that the resort will provide (Jayawardena, et al., 2013). The ads will be focusing on the beauty of the location of the resort. Three set of ads that will focus on the following three aspects of the resort facilities: Scenic beauty Spa facility and other amenities Outdoor activities like tramping, hiking and walkingThe advertisements will be placed in the television, newspaper, magazines, and billboards. These advertisements will start appearing in the local newspaper and television channels in the first year and from the second the periphery for the campaign will be broadened. By the end of the five years, the aim is to make the name of the resort as a synonym to Egmont National Park or Mount Taranaki. The resort should also be the second for luxury, peace of mind and adventure. Public relation Public relation is practiced to increase the goodwill of a company. Here the PR activities will take place to able to communicate the expansion plan of the resort and that more guests should pour in, as after the expansion is completely executed the resort will be able to accommodate more guests at a time. The PR will increase the reliability of the resort and the facilities provided by the company. The PR activities will include the sponsored programs conducted in other major cities like Auckland, Wellington and others. Travel magazines and television shows will be approached to come to the resort and write stories and shows about the resort. The PR personals will help the resort become a popular name whenever any tourist or any other stakeholder thing of Mount Taranaki. This will help the tourist to notice the expansion plan and attract them towards the resort (Gershon, et al., 2013). Sponsors will be contacted to organize events in the resort premise. Companies like Active Adventu res and Flying Kiwi will be contacted to organize a hiking event, which will be covered by media. Companies like Macpac NZ and Gearshop can also join the event by sponsoring the gears and equipment for the event. This event will help to boost the name of the resort. The resort will organize a food festival event, where the specialty cuisine of New Zealand and particularly of the Taranaki region will be highlighted. Again, the sponsors can be companies, which provide kitchen equipment, cutlery, or raw material supplying company. Raw material supplying company like oil or sauce manufacturing companies can join the event. Direct marketing The investors, suppliers, sponsors and the government will be handled through direct marketing. This will help the resort to approaching the concerned organization and government directly. This helps in increasing the credibility and helps in avoiding miscommunication and misunderstanding between the two concerned parties. The concerned parties will be directly approached through emails and letters (AlBattat, Som, 2013). The resort needs direct communication with various governmental departments like Stratford District Council, Taranaki Regional Council, and Department of Conservation Taranaki. The resort needs to seek for permissions and licenses for the expansion and changes in the infrastructure. The resort needs directly to contact the officials in these councils and departments to present their proposal. The proposals should encapsulate the good measures adopted by the resort and its eco-friendly nature. Corporate social responsibilityCSR is another practice that every organization tends adopt nowadays. CSR practice helps the organization to bring along the good qualities of the organization. The resort will engage in clean and green movement and highlight the great work they are doing in the conservation of the Egmont National Park. They will highlight the fact that even if the resort I in the midst of the national park it does not harm the natural beauty. Rather the resort indulges in all the good practices that will help the conservation of the national park (Cech, Beranek Tomastik, 2015). Moreover, the resort can highlight that their use of recycled products they have implemented in their daily operations. The resort uses recycled papers and banned plastic products in the resort. The resort has implemented all the water treatment plants to purify the water before disposing of in the environment. They use organic products inside the resort area. These facts should be highlighted in the PR campaign to boost the image of the resort am ong the tourists. The campaign should focus on the fact that the resort provides its guest to experience a completely natural and organic environment to relax their senses. Developing an effective communication plan Identifying target audienceFirst, the resort needs to identify its target audience. The demographic considerations are secondary in case of the resort. As the resort is situated in the heart of Egmont national park and offers luxurious stay in the midst of the natural beauty, the resort should focus on the upper middle-class people. The resort is already popular among the tourist due to its location and Swiss style interior dcor. The target audience thus should be the nature enthusiast. Tourists who are interested in outdoor activities like hiking, tramping, etc. are more likely to be a target. Adventures are abundant in New Zealand, and Taranaki is a favorite destination for hikers and tramping enthusiasts. The Taranaki track is one of the most beautiful and popular tracks in New Zealand. This is a great and picturesque place for photographers. They will be able to capture the dynamic and ever-changing moods to the forest and the pristine e nvironment (Teng, et al., 2013). Determining the communication objectives The objective of the communication plan is to create the awareness about the expansion of the resort. The communication plan will focus on highlighting the new additions features offered by the resort and the luxurious amenities offered by the resort. The plan should also highlight the outdoor activities and packages related to the activities. The plan has to focus on the fact that the resort offers a world-class experience for the guest in the midst of the Egmont National Park. The resort will allow its guest to explore, experiment, and get the feel of the untouched natural beauty of the region. The resort is an ideal place of adventure lovers and nature lovers. They will be able to engage in various activities like hiking, tramping and walking around the national park (Barreda, Bilgihan, 2013). Designing a message The message will be designed in such a fashion that the audience will be able to recognize D awson Falls Mountain Lodge. The message should reflect the location and the unique feature of the resort. Thus, the direct message would be the abode of wild beauty. This message is direct and precise. It directly presents the location and reflects that the guests will be able to enjoy and relax during their stay. The message strikes the imagination of the nature lovers, photographers, and casual tourists at the same time. The message indicates the untouched beauty of the natural abundant New Zealand that to not far away from the amenities provided by the concrete jungle with the country (Roth, 2014). Choosing mediaThe communication plan will incorporate the use of every media that is available for advertisement. Travel related journals, magazines and all the leading national newspapers would cover the resort. New media would be largely used for the advertisements. Travel, tourism, and hospitality related websites would be carrying the ads. Guests would get to know about the activities and the special offers of the resort will while casually surfing the internet. New media can be used to create events online and engaging people in a contest that will promote the plans of the resort and the world-class facilities that the resort offers (Zhong, Yang Zhang, 2014). Television advertisements are essential and play and great impact on the audience. The audience could visually realize "The abode of the wild beauty". This will compel the tourist to come and experience the facilities and nature at the same time. Television channel shows will be an approach to conducting shows on the reso rt to boost the credibility of the resort. Collecting feedbackOnce the campaign is ready, the agency would run a demo campaign. This will help to gauge the impact of the campaign by surveying a small population of a region. The feedback will be collected through a survey. This feedback will indicate the impact on the audience. If the impact is as estimated, then the campaign will be run on a full scale. Otherwise, necessary changes will be applied, or the campaign might be revised completely (Lupu, et al., 2013). Moreover, the resort and the agency will know when and what to do. This will keep them organised and control their budget. A communication plan will help the agency and the organization to keep a track of the progress that takes place in the due course of 5 years. It will serve as the roadmap for your project. It would bring clarity to your project and the tactics that are required to be taken. It will help identify the hurdle and take necessary measures to deal with the hurdles.A communication plan helps in comprehending the manner that is going to be adopted by various stakeholders. It will help the organization to clarify the exact plan and the roles the various stakeholders will play during the expansion of the resort. A well-articulated communication plan will help the stakeholders to understand that they value for the organisation and that the organisation has given the space to the stakeholders to give their inputs. This will help you gauge the success of your project identifi es the areas that need more focus. Monitoring and evaluation of communication campaign The communication campaigns would be minutely monitored by the agency and resort authorities would supervise that the execution of the campaign is done as the plan or not. Monitoring means to check, observe or track changes. The supervision will look into all the aspects of the communication plan. Further, the evaluation process will help the resort to understand that the impact of the communication plan. Evaluation will help understand the significance, importance, and value of the complete communication plan and the consequent campaigns. Monitor and evaluation will help gather feedback that allows better comprehension of the current market situation and formulates a better communication plan or adopts other tactics in the next phase of the communication plan. Monitoring will help the people who are responsible for the particular tasks and help them quick decisions for the operations of the communication plan. It will help increase the effectiveness and efficiency of the communicati on plan and use of resources. This will help make changes, improve the current program, and maximise the impact of the project. Building in-house communication channel for employees An in-house communication channel has to be implemented for the employees. The system should be developed in such a fashion that the employees will be able to communicate with other properly, and every significant exchange of conversations should be recorded. These will include the hr department to be able to identify the glitches and problem that disrupts the operations of the employees. The employees will be able to report any hurdles in the daily functioning of the resort. A good communication channel will help the organisation to coordinate properly a without any hassle. The communication plan should incorporate direct communication. Direct communication will help avoid any kind misunderstanding and miscommunication. Conclusion This communication plan is a roadmap for The Dawson Falls Mountain Lodge for the next five years. This plan will help the resort to build a brand name for itself and make the every stakeholder aware of the expansion of the resort. The communication plan is intended to create awareness about the resort on a national scale. The plan will make sure that the agency or the organisation does not digress from the aim of the plan. The plan will help the organisation monitor and evaluate the impact that the campaign is creating on the overall business and its contribution to the brand value of the organisation. After the five years, the organisation will need to create another plan for the future. Until then this plan will guide the organisation. The Dawson Falls Mountain Lodge has to follow the plan rigorously to see the required results. All the tactics and techniques used in the communication plan are an integral part of the communication plan. 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