Abbey Qualtier
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."
After doing some research on the demographics of the IU Indianapolis student population there are a few different target markets which we can market our services to. Although there are many different marketing routes to go down, the target market that I believe would be most effective for the Campus Health Clinic is female students, ages ranging from 18-26, residing in the state of Indiana. I have chosen these guidelines for our specific target market because these female students in this age range make up over half of the IU Indianapolis population and would be most efficient for marketing to the largest amount of people. This demographic represents a group of women who are amongst their educational journeys whilst also heavily involved in their social lives, communicating with many other students and members of the community on the daily on and off campus. In doing so, these busy social lives lead students to look for easy and convenient health solutions that our clinic would be able to offer. These students come from many diverse backgrounds with different lifestyles and viewpoints. The age group we are marketing towards is physically and socially active, health conscious, and has progressive viewpoints. This is beneficial because they are prioritizing their health and open to bettering themselves with resources like vaccines. By narrowing our market to this specific demographic, we are effectively able to spread the word of our mission, communicate the benefit of vaccinations, and maintain the health of a large population of IU Indianapolis students which in turn, can hopefully expand to other demographics of students as well.
