Campus Health at IU Indianapolis
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
My ideal target audience consists of undergraduate students at IU Indianapolis between the ages of 18 to 22. This group includes both young men and women, with the majority being women. Many of these students come from diverse socioeconomic backgrounds, with 37% identifying with underrepresented racial or ethnic groups. As full-time students, most of them live either on campus or commute from nearby areas, and some hold part-time jobs or internships to support their expenses. While their primary focus is education, they also seek convenient services that align with their busy academic schedules. They value affordable and accessible resources, especially since many are still financially dependent on family or operating within limited budgets.
The students in my target audience are health-conscious, privacy-aware, and they place high importance on convenience when it comes to health services. From my market research, I found that they prefer discreet access to essential health services, including contraceptives, and value 24/7 availability due to their unpredictable schedules. While they are price-sensitive, they are also willing to pay reasonable prices for products that offer quality and convenience, with some being open to premium priced items. Since they are socially engaged, they rely heavily on campus facilities and access to essential services like contraceptives on-campus rather than off-campus. This is extremely important since most students living in the IUI campus do not have transportation that’ll take them far from campus. They are also open to learning about new resources, since awareness around specific services like contraceptive vending machines is currently low, indicating the need for educational outreach programs. This group responds well to messaging that emphasizes convenience, privacy, and affordability, making these key themes for my marketing campaigns targeting them.​
