Ema O'Hara
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 target market for Indiana University of Indianapolis CAPS program, particularly with the new implementation of free yoga classes, consists of female students pursuing degrees related to healthcare between the ages of 18 to 30.
Our primary focus from this group is on students with median to low-income status. This demographic is likely to benefit most from free mental health services, as higher income students may already have access to alternative mental health resources. This ties into a student’s socioeconomic status, middle to lower class students who are on financial aid or receiving grants from the school would have a greater interest in the program and free services such as yoga. We want to target students that live within the Indianapolis area so that our services can be within reach and accessible to as many students as possible, since telehealth is not an option at the current moment. Targeting students with a small family would be beneficial for our program, as they may face stressors and could benefit from our services. The target audience can be undergraduate or graduate students at Indiana University of Indianapolis.
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When it comes to the psychographic profile of our students, we want our primary audience to be open to trying new experiences and looking for ways to reduce stress related to their work or school lives. It is also important to reach students who enjoy participating in activities on campus, use social media to connect with peers, and want to engage in mental health services that practice mindfulness. When it comes to lifestyle, our target audience likely leads busy lives, which may contribute to stress, anxiety, depression, etc. By identifying these students who will benefit from our services, we can better tailor our program to address their needs and encourage them to prioritize their mental health and wellness journey.
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In summary, our ideal target market for the CAPS program at Indiana University of Indianapolis includes undergraduate or graduate female students studying healthcare or related fields, with median to low-income status, located in Indianapolis, from small family households, that are open to new experiences. We aim to engage those motivated to utilize mental health services, particularly individuals with existing mental health conditions. This focused approach will help us better identify students in need of mental health services at no cost and allow us to support them in achieving their goals.