Lynessa Greene
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 problem for students is there’s no close connection or resources near Riverwalk and Ball Hall. The ideal customer is IU Indianapolis students. The students’ ages will be 18-22. The college students live in Ball Hall and Riverwalk. 40% of students on campus are freshmen. (“Live Your Best Life.”) Around 325 Freshmen live in Ball Hall. (“Housing Options & Cost.”) The upperclassmen live in Riverwalk. The students are pursuing a bachelor’s at IU Indianapolis with any major. Any gender is an ideal customer market on a college campus. Their occupations include retail, fast food, interns, and campus jobs. There’s no need for students to have income.
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The introvert and extrovert personalities are great for a study lounge. The lounge will be good for busy college students who don’t have time to walk that far away from their dorm. Students who have a disability can enjoy a place close to their dorm. Students who love to get out of the dorm. Students who love to socialize with people. Students who struggle to work on assignments in their bedroom. Students that are serious about learning loves a new lounge.
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The demographics are the main target while the psychographics are flexible in the marketing. Anyone goes to the University Library but only the students that are in proximity to the building. Access to a safe place to study should be easy for all housing on campus.
