Sarah Trout
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."
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Our ideal customers for IU Health Connect are the students at Indiana University Indianapolis, mainly those aged 18-34. This includes both undergraduates and graduates, with a slight majority being female. Most students have limited income, often juggling part-time jobs, scholarships, or financial aid. They live on or near campus, coming from various parts of Indiana and beyond. Many are single or have small families, and they are full-time students, sometimes working part-time.
These students are proactive about their health and well-being, regularly using campus resources and participating in activities. They lead busy lives, balancing school, work, and social commitments, and they care about their health. They value convenience and affordability in services. They are also tech-savvy, frequently using digital platforms and social media, which makes online marketing essential.
IU Health Connect is perfect for this group because many students struggle with transportation, especially for healthcare needs, as only 47% have personal vehicles. By offering reliable transportation, we help them access health and wellness resources, supporting their academic success. Special promotions and loyalty programs can attract and keep students who need regular rides for health appointments. Our diverse and inclusive student body benefits from accessible services, ensuring everyone has the resources they need to thrive.
