Brooklynn
Bussell
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."
I’m targeting college students for an urgent care service that fits into their busy lives. My ideal customer would be a typical college student at IU Indianapolis, aged 18-24, coming from diverse backgrounds. Many are either living on-campus or in nearby apartments or dorms. They often don’t have much income, possibly working part-
time or depending on financial aid, so affordability is key. Most of them are juggling school, jobs, internships, and social lives, meaning they don’t have much time to spare, so convenience and speed are critical when it comes to healthcare. Psycho-graphically, these students are usually tech-savvy, using their phones for everything, and prefer booking appointments or getting information through apps or websites. They value flexibility since their schedules can be unpredictable. Health-wise, they want quick solutions to common issues like colds, flu, minor injuries, or mental health support for the stresses of college life. They’re also more likely to take health advice from sources they trust, whether it’s friends, social media, or university recommendations. They appreciate transparency knowing exactly what to expect, how long it’ll take, and what it’ll cost.
