Abbey Qualtier
Fall 2024
Evaluation
The evaluation portion cements the
process as a fully comprehensive
and circular marketing plan.
This phase includes discussion on:
- Metrics
-Contingency
Marketing is not linear, and not all tactics will be successful but great things take time to perfect.
There are many different situations to evaluate when discussing the metrics of a marketing plan for a clinic marketing immunization to students on the IU Indianapolis campus. One of the main things that would need to be evaluated in terms of our marketing plan is the number of immunizations that have been administered to students by the end of the year, and if that number has increased since prior to the plan being implemented. Another aspect of evaluation would be student engagement within our events, questionaries, and even text update following. If these numbers match or exceed our expected number of student engagements, we can understand that our marketing plan has been successful. A final evaluation that could be done is surveying students to measure their satisfaction with our clinic, services, events, and other marketing that has been implemented.
"...the most important part is that services will continue to be available, and care can still be offered no matter what the success of certain marketing tactics might be."
If prior to the marketing evaluation, it was noticed that our plan did not go as expected and we did not receive the numbers of engagements we had anticipated, a shift in marketing tactics would be necessary for the following year. For example, if after evaluation it was noticed that there was low engagement with events or services held, we would recognize that there could be several reasons for this. If either our marketing has not provided students with enough awareness or have not been tailored well enough to students' interests, we pivot with solutions like expanding our communications channels, utilize additional relatable and familiar personnel, and try to increase our visibility in social media or in person. When marketing, it is expected that things will go wrong and there could be potential issues, it will be easier to prepare for these issues and create a backup plan in advance. Although it can be frustrating, the most important part is that services will continue to be available, and care can still be offered no matter what the success of certain marketing tactics might be.