Brooklynn
Bussell
Fall 2024
Objectives + Strategies + Tactics
Objectives
Strategies
Tactics
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
Objective 1
Increase Awareness of Urgent Care Services by 25% Among College Students by the End of the Semester.
Strategy 1
My strategy is to implement a digital campaign using social media platforms popular among college students, such as Instagram and TikTok.​
Tactic 1:
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I’ll partner with campus influencers on Instagram and TikTok to promote our urgent care services, creating short, relatable content about when and why to visit.​
Tactic 2:
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I’ll design shareable graphics and short videos showing the benefits of urgent care, targeting times when students are online (e.g., evenings).
Objective 2
Drive a 15% Increase in Student Visits to the Urgent Care Center within 3 Months.
Strategy 2
My strategy is to offer a "first-visit discount" or similar incentive for college students who sign up for text alerts or emails about urgent care promotions and health tips.
Tactic 1:
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We’ll promote the “first-visit discount” using QR codes on flyers in student centers and digital ads on social media.
​Tactic 2:
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Students who sign up for our emails or texts get alerts on health tips, discounts, and events.
Objective 3
Achieve a 30% Increase in Awareness of Urgent Care’s Telemedicine Services Among Students by the End of the Academic Year.
Strategy 3
My strategy is to run a campaign focused on the convenience of telemedicine, emphasizing its accessibility for students with busy schedules or transportation barriers.
Tactic 1:
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Host virtual Q&A sessions on telemedicine with healthcare providers, covering how it works and why it’s convenient.​
Tactic 2:
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Create social media ads that highlight the flexibility of telemedicine for students with packed schedules.