Macie Brock
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 primary target market for the free sexual health screenings, including HIV/STD and pregnancy testing, will be undergraduate students at IU Indianapolis, with a focus on students aged 18 to 24. This group is often exploring their independence and making decisions about their health for the first time, which makes them an ideal audience for this type of service. The target audience will primarily consist of female and male students, although services are available to all genders.
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In terms of demographics, the ideal customer is likely to be an undergraduate student, either living on campus or commuting from the Indianapolis area. Their income is generally low, as most are full-time students with part-time jobs or supported by family. Many of these students come from diverse backgrounds and may be first-generation college students, living independently for the first time. A large portion of the student population is single, but some may be in relationships or starting families.
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The geographic location of the target audience is concentrated around the Indianapolis area, specifically those living on or near campus, in student housing, or within commuting distance. Given that IU Indianapolis has a diverse student population, cultural sensitivity is essential when promoting healthcare services.
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Psychographically, the ideal customer is likely to prioritize convenience and accessibility when it comes to healthcare services. They are navigating a busy lifestyle, balancing school, work, and social commitments, which often leads to healthcare being a lower priority. However, they are also concerned about their health, especially sexual health, as this age group tends to engage in higher-risk sexual behaviors. These students are tech-savvy and tend to rely on digital platforms for information, making online marketing and social media campaigns particularly effective for reaching them.
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This audience values privacy and may have concerns about stigma related to sexual health services, so promoting the confidentiality and discretion of these free screenings will resonate well. Education and awareness about the importance of preventative health measures can motivate this group to take advantage of available services.
