Building a strong internal culture!
KDS Lodging GUIDELINES for effective internal marketing.
Boost Your Business with Internal marketing
Vertical communications
"Our brand, your brand!"
Employees can see our marketing communications before we air or publish them. We encourage employees to visit our community page (linked on our public Facebook page) to share your thoughts or ideas on our upcoming promotions. This type of upward communication helps us in closing the gap between service promises and service delivery. So please help us in closing this gap by sharing your expertise. We also have a newsroom on Subpage that employees will access from our website. This page will have up to date news articles, upcoming marketing content before publishing to customers as well as reminders of events, meetings, etc. Our page name on SubPage is KDS Lodging.
"Our brand, your brand!"
"Our brand, your brand!"
Linking internal and external marketing helps us keep a strong brand identity that resonates our target audience and sets us apart. Let's keep our brand alive! Supervisors need to keep focus on creating strong emotional connections between our company and staff. Our online brand community can be found on our website through the dedicated page for employees. We will soon be taking an employee survey to learn the preferred platforms for our organizational communication. With those results we will inquire into the adoption of additional platforms to communicate internally across departments on a daily basis. Studies have proven that adoption of new communication technology in organizations is not easy or straightforward. But as technology is developing it will and should be incorporated into every day internal communication (Verčič & Špoljarić, 2020).
Social Media Management
Through advertising that targets both our employees and customers, we can help reduce employee confusion about what customers hear. Social media sites will enable all departments to hear customer feedback which in turn can inform us of things needing change and things that are going well, possibly creating more demand. All staff should keep updated with information on our Facebook, Yelp, YouTube, and instagram public pages. Through videos, photos and stories we will feature actual employees doing their jobs with actual customers and/or explaining their services. This will help customers visualize and gain familiarity with our services and learn what to expect with our tangible services.
Connecting back office/support personnel with satisfaction
To facilitate interaction between back office/support personnel and external customers we will occasionally send these employees to our locations. At these times they can see purchasing and consumption processes. This insight will help them see what front line people need to deliver the expectations. A detailed understanding of consumer characteristics and buying behaviour is central to the activities of marketing managers (Hudson & Hudson, 2024).
Technology & Equipment support
Technology & Equipment support
Implementing new communications technology is a powerful investment towards facilitating open and continuous communication between departments (Postelnyak, 2023). We are here to help employees effectively and efficiently deliver quality service. Please reach out to our tech department at
555-999-1234 for inquiries regarding equipment, software and/or training assistance.
Cross-functional teams
Technology & Equipment support
To improve horizontal communications we will form teams who each bring their perspectives. Collectively, staff will learn requirements and set goals to achieve them together. This approach will directly create communications across departments and help staff better align their jobs with end customer requirements, by understanding constraints and schedules of other departments.
Manage service promises
Horizontal communications
Horizontal communications
A good hospitality and tourism marketing communication strategy includes both internal and external communications (Abelson, 2025). To help close the communications gap we need to work towards better coordination of external communication. To be appropriate and effective, communications about service quality must accurately reflect what customers will actually receive in service encounters (Zeithaml, 2024). Marketing needs to only promise what they can live up to in order to prevent backfire. We shall not make services more attractive than they actually are. As soon as a hand off occurs after the sale from a customer, we need to clarify expectations to prevent future disappointment. Sales and operations will have bi-monthly meetings to ensure this process.
Horizontal communications
Horizontal communications
Horizontal communications
Due to differing in goals, philosophies, outlooks, and views of the customer we need to coordinate efforts in service delivery. Integration of effort between marketing and Human Resources can improve the ability of each employee to become a better marketer (Zeithaml, 2024). This coordination will help create pricing that will accurately reflect what the customers evaluation of the service will be. We will require 1-2 day "gap workshops" for sales and operations teams to meet quarterly. At the workshops the departments will meet to understand sales difficulties in matching promises with what operations is delivering.
References
Abelson, A. (2025). Week 2 lecture notes. Personal Collection of A. Abelson, USC Online.
Postelnyak, M. (2023, June 15). 10 Technology Solutions to Improve Interdepartmental Communications. Contact Monkey.
https://www.contactmonkey.com/blog/interdepartmental-communication
Hudson, S., & Hudson, L. (2024). Customer service. In Marketing for tourism, hospitality & events: A global & digital approach (2nd ed., pp. 299–328). SAGE Publications.
Staffbase. (2021, November 2). How to master internal comms planning - Masterclass [Video]. YouTube. https://www.youtube.com/watch?v=kx99AlZv2ks
Verčič, A. T., & Špoljarić, A. (2020). Managing internal communication: How the choice of channels affects internal communication satisfaction. Public Relations Review, 46(3), Article 101926. https://doi.org/10.1016/j.pubrev.2020.101926
Zeithaml, V. A., Bitner, M. J., Gremler, D. D., & Mende, M. (2024). Services marketing: Integrating customer focus across the firm (8th ed.). McGraw-Hill. ISBN: 9781260260526 (hardcover); ISBN: 9781260564204 (eBook)