Milayi Chai
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."
My ideal customer for the mental wellness program at IU Indianapolis is a college student, aged 18-26, who feels stressed, especially during finals. Most students in this group are busy with school, part-time jobs, or internships. They live on or near campus, come from diverse backgrounds, and are often in middle-income families. These students are trying to do well in school but feel overwhelmed by the pressure of exams and deadlines.
In terms of lifestyle, they are hardworking but struggle with balancing school, work, and self-care. They want help with managing stress but need something that fits into their busy lives. Many of them are open to trying new things like mindfulness, meditation, or art therapy, but they also want these services to be easy to access and understand. The program will focus on helping these students manage their stress and feel comfortable asking for help when they need it.
