Ameriah Jackson
Fall 2024
Objectives + Strategies + Tactics
Feel free to use this text section for the discussion and the table below to display your objectives, strategies, and tactics.
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Objectives
Strategies
Tactics
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
​Increase awareness of the wellness program among IU Indianapolis students by 30%
through targeted social media campaigns and on-campus events by the end of the Spring
2025 semester.
Tactic 1A: Create a series of short, engaging videos (15-30 seconds) featuring wellness program benefits and testimonials from students who have had positive experiences. Share these videos weekly on Instagram Stories and TikTok, where they are likely to reach the student demographic. These videos offer an authentic way to connect with students and personalize the program.
Tactic 2A: Collaborate with popular student influencers and campus ambassadors to post about their experiences with the wellness program. By leveraging the reach of students with strong followings, the wellness program can gain credibility and visibility among students who trust their peers’ recommendations. ​
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Tactic 1B: Host pop-up booths at major campus events and high-traffic locations (e.g., student union or dining hall) with QR codes linking to a wellness program sign-up page. Include on-the-spot registration incentives, like free wellness consultations or swag, to encourage immediate engagement and sign-ups.
Tactic 2B: Arrange monthly wellness workshops in collaboration with student organizations, focusing on popular topics like mindfulness, stress management, and fitness. Promote these workshops through club newsletters and social media channels to reach students already engaged in campus life and increase program awareness through diverse interests.
Strategy A: Launch a social media campaign on platforms popular among IU Indianapolis students (e.g., Instagram, TikTok, and Twitter), with weekly posts, short videos, and success stories highlighting the wellness program’s services and their benefits. Track engagement metrics like views, likes, and shares to assess reach and adjust content for higher engagement.
Strategy B: Partner with student organizations and clubs to co-host events, informational booths, or wellness workshops on campus. Include interactive elements (such as mini-classes or sample wellness consultations) and distribute flyers or QR codes linking to more information. Collect student sign-ups to gauge interest and increase awareness.
Achieve a 25% increase in student participation in wellness program services, such as
mental health support, fitness classes, or nutritional counseling, by May 2025.
Strategy A: Create a referral incentive program that rewards students who encourage their friends to join wellness services, such as offering a free class or a small wellness kit for each new student they refer. Track participation numbers to see how this strategy contributes to enrollment
Strategy B: Offer introductory sessions or free trial classes for key wellness services (e.g., one free fitness class or a free consultation with a nutrition counselor). Use student surveys post-trial to capture feedback and identify which services attract the most interest, driving adjustments to the offerings as needed.
Tactic 1A: Implement a “Bring a Friend” promotion, where students attending a wellness service can bring a friend to the session for free on their first visit. This tactic lowers barriers to entry for new students and helps increase participation rates by allowing current users to introduce friends to the program in a low-risk, supportive way.
Tactic 2A: Offer loyalty rewards for students who refer three or more friends to wellness services, such as discounted or free classes, or wellness kits. This tactic leverages peer influence and helps to build a community around the wellness program by encouraging students to promote it within their social circles.
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Tactic 1B: Distribute vouchers at orientation events and beginning of each semester for a free introductory session in fitness classes, mental health workshops, or nutrition counseling. This tactic introduces students to the program in an accessible way, targeting those who may be unsure about committing to regular sessions.
Tactic 2B: Send follow-up emails and surveys to students who attended a trial session to encourage return visits and gather feedback. Use responses to enhance program offerings and tailor marketing messages that address specific student preferences and barriers.
Expand the availability of virtual and in-person wellness services to include evening and
weekend hours, with at least 50% of the services being offered during these times by
March 2025.
Strategy A: Survey students to determine their preferred times for accessing wellness services (e.g., specific evenings or weekend times). Use these insights to prioritize time slots for expanding evening and weekend service options.
Strategy B: Promote the expanded hours through social media, email, and on-campus signage. Include testimonials from students who’ve benefited from evening or weekend sessions, emphasizing the flexibility and accessibility of the program’s new offerings.
Tactic 1A: Distribute a campus-wide survey via email and social media to gauge student preferences for evening and weekend service times. Based on responses, adjust the schedule to ensure the most in-demand times are offered, maximizing convenience and attendance.
Tactic 2A: Collaborate with academic departments and advisors to circulate the survey, targeting students with nontraditional schedules who may benefit most from extended hours. Use academic networks to reach students who may not engage with other communication channels, ensuring broad input and scheduling insights.
Tactic 1B: Develop a “Wellness After Hours” campaign highlighting extended service times through posters in residence halls, the student union, and commuter lounges. Emphasize that these hours make wellness accessible to students balancing academic, work, and family responsibilities.
Tactic 2B: Include testimonials from students who’ve accessed services during evening and weekend hours in social media posts, emails, and newsletters. Share quotes and success stories to illustrate the positive impact of the program’s flexibility and attract students seeking support outside traditional hours.