Macie Brock
Fall 2024
Objectives + Strategies + Tactics
Objectives
Strategies
Tactics
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
Objective 1
Increase awareness of free sexual health screenings among students by 30% by December 31, 2024.
Strategy 1
Implement a targeted social media campaign that highlights the benefits and availability of free screenings, featuring engaging posts, testimonials, and educational content.
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Tactic 1.1: Create visually appealing graphics and short videos that showcase personal testimonials from students who have benefited from the screenings. These will be shared across platforms like Instagram and TikTok, where student engagement is high, to capture attention and drive shares.
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Tactic 1.2: Organize informational pop-up booths in high-traffic areas on campus, where students can receive flyers, ask questions, and engage directly with health professionals about the screenings. This face-to-face interaction can significantly increase awareness and interest.
Objective 2
Boost the number of appointments for free sexual health services by 25% within the next six months.
Strategy 2
Launch an email marketing campaign targeting students, providing clear information on how to schedule appointments, along with reminders and incentives (e.g., gift cards for completing screenings) to encourage participation.
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Tactic 2.1: Develop a series of engaging and informative email newsletters that highlight the importance of sexual health, step-by-step instructions for scheduling appointments, and success stories. Incorporating a call-to-action button will make it easy for students to book their screenings.
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Tactic 2.2: Offer a limited-time incentive, such as a gift card or campus bookstore credit, for students who complete their screenings within the first month of the campaign. This can create urgency and motivate more students to participate.
Objective 3
Achieve a 20% increase in student engagement on social media platforms by December 31, 2024.
Strategy 3
Develop and implement a content calendar featuring interactive posts, polls, and Q&A sessions related to sexual health topics.
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Tactic 3.1: Schedule weekly Instagram Live sessions with healthcare professionals to answer students’ questions about sexual health. Promoting these sessions ahead of time can generate buzz and increase participation, creating a community dialogue.
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Tactic 3.2: Create weekly polls and quizzes on social media to engage students on sexual health topics, with results shared to foster discussion. These interactive elements can increase visibility and encourage students to share their thoughts, boosting engagement.