Madison Kuziela
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 yourability to communicate and connect with them."
My ideal customer market in demographics is students aged 17 to 23; any student at Indiana University Indianapolis or Purdue University Indianapolis can join. Income, family size, occupation, and socioeconomic status do not matter. The education level would focus on undergraduate and graduate students. It is ideal if the student lives near campus in case there are seminars or workshops. We must try to reach out to students who are living on campus. Programs can be tailored to address cultural wellness practices to ensure we can include everyone.
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My ideal customer market in terms of psychographics is goal-oriented, open-minded and social students. For behavior, we must focus on students seeking health and wellness knowledge through workshops, seminars, and online resources. As well as individuals who regularly participate in physical activities and students who actively look for strategies to create meal programs, be more active in the gym and learn how to better their health. For lifestyle factors, my ideal target is motivated students who want to improve themselves, learn more about their health and nutrition and are willing to challenge themselves.