Campus Health and Wellness program
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."
The ideal customer for the Campus Health and Wellness program at IU Indianapolis is female undergraduate students aged 18 to 24. Compared to their male classmates, female students are more likely to take part in wellness programs. As seeking support and engaging in health-related activities is often more normalized within the female community. As students transition through their college years, freshmen face the challenges of starting college for the first time, sophomores adjust to a more demanding academic environment, juniors seek internships, and seniors worry about graduation. This group is crucial as students progress through their college years into a more challenging academic environment, which can lead to increased stress and anxiety.
They often have lower to moderate incomes, relying on scholarships, financial aid, part-time jobs, and family support, so they look for affordable wellness options. The target market includes students living on or near the IU Indianapolis campus, including those in campus housing or nearby apartments. Many of them may commute long distances from campus, adding to their stress as they juggle travel, school, and social life. Most are single and come from small to medium-sized families, which can affect their coping strategies and views on mental health.
From a psychographic perspective, this target audience tends to prioritize academic success but is also deeply concerned with maintaining their social lives and personal well-being. Many of these students exhibit traits of high achievers, which can lead to high levels of stress and anxiety. They might resort to unhealthy coping methods, such as procrastination or over-socializing, to manage stress, which can lead to burnout. Although many prioritize wellness, they often lack the knowledge or resources to manage stress effectively. They seek a balance between their studies and personal lives, making wellness practices like yoga, mindfulness, and fitness particularly attractive.
Additionally, this group values community and support, appreciating programs that create a sense of belonging and offer a safe space to share experiences. With growing awareness of mental health issues, they are more willing to seek help and engage in wellness programs. By focusing on this target market, The Campus Health and Wellness program can tailor its services to fit the specific needs of female students and all students at IU Indianapolis. The blend of group activities, workshops, online resources, and one-on-one counseling will provide a comprehensive approach to stress management and mental well-being, this ultimately encourages healthy coping strategies and enhances overall student well-being.
