Ameriah Jackson
Fall 2024
“The marketing plan is to company success as a road map is to car travel. It is the key from strategy to
tactics. It can act as a tracking mechanism, it can determine the budget, and it can be a scale against
which the company measures marketing effectiveness. It is an internal communications tool that
everyone consults to know where the business is going and how it plans to get there.”
Kevin J. Clancy and Peter C. Krieg (2000), Counterintuitive Marketing
Discover the Marketing Plan
Objectives are how we will measure the success of the marketing plan once it is implemented. Strategies address how objectives are to be achieved. Tactics are the specific actions, details, and activities that must occur in order for the strategy to succeed and the objective to be met. Discover this project's objectives, strategies, and tactics above.
Using the media can be an effective way to reach a target market and achieve high-impact objectives. Click on the button above to check out how this project is proposing a "public relations" plan for the proposed healthcare marketing plan.
No marketing plan is complete with a social media plan. In this section, you'll find two social media platforms integrated into the proposed plan to engage students in the selected healthcare product/service via online interaction.
Marketing is not free. There is a cost associated to every effective plan. This portion of the marketing project explores the monetary cost of each proposed tactic and the public relations/social media plans.
The marketing planning process is circular, ending with an evaluation phase which will inform future marketing plans. This semester-long marketing project concludes with an essay including how the success of the proposal should be evaluated. This essay will highlight the metrics and the contingency of this marketing plan.
Target Market
"Knowing your audience will allow you to make decisions that will enhance your
ability to communicate and connect with them."
With IU Indianapolis having a diverse student body that includes both the typical 18-24-year-old students and a significant number of returning and older students, the wellness program will be designed to cater to both groups. The primary target market will encompass both younger, traditional students who may be navigating college life for the first time and older students who are balancing school with work and family responsibilities.
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For the younger demographic, aged 18-24, the wellness program will focus on services that address the stress of academic pressures, social life, and transitioning into adulthood. This group often seeks wellness resources to manage mental health, physical fitness, and general self-care. Convenient access to services like fitness classes, walk-in counseling, and mindfulness workshops will be highlighted to appeal to their active lifestyles.
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For older, returning students aged 25 and up, the program will emphasize flexible and practical wellness options that fit into their busy schedules, such as virtual mental health services, evening and weekend availability, and stress management workshops tailored to adult learners. The program will aim to meet the diverse needs of the IU Indianapolis student population, providing wellness support that resonates with both traditional and non-traditional students.
