Shannon Bola
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."
As a medical health facility located on a college campus, I do not believe we have a perfect patient. We have an obligation to treat every student that walks through our door. With that being said, an ideal customer would be a person who is enrolled in IU Indy as a student and is enrolled as a faculty member.
Our target audience for Campus Health would be students who attend IU Indy. These students would be aged 18-24 years old. Gender does not matter as we do not wish to discriminate our patients. Income, occupation, and family size also do not matter as these do not affect the what the patient needs to receive medical care. Education does matter however as our target audience needs to be enrolled as a student of IU Indy. Another factor that does matter is geographical location, this is because IU Indy students are typically located within the greater Indianapolis area, but as long as they are a student of our school they are allowed to receive our service
The psychographics we would normally see are students aged 18-24 who are busy kids. With classes majority of the week and some students working we would be working with people who are on tight schedules. The students we would be working with would be on their parents' insurance more than likely. Students may find it easier to schedule an appointment online and be nervous to talk to us about health problems as many of them have not have to deal with that sort of thing without their parent's present.
