Aurora Ledbetter
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."
When I think of the target market that is most appealing to me and my business idea, I turn to demographics first. Breaking it down I first think about age, gender, and geographic location. For my personal business idea I believe my best target market would be women because they are more likely to go to the doctor and care for themselves. Another reason I would choose women is because the majority of nursing majors at IU Indianapolis are women. The age range I would be targeting is the ages of college student, which would be anywhere from eighteen to twenty-four. When it comes to geographical location, I intend to focus only on people in the Indianapolis area. I would also find myself focusing on the income of the patients and the education of the providers. I will only be recruiting students that are in the nursing school or medical school as the providers. And I will be targeting those students who may not have much, if any, income coming in.
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Next I turn my attention to psychographics. When I think of the people I want to target using these categories I believe that personality plays a big part in a target audience. I am looking for students who care about others and have a drive to help and serve their community and their peers as providers at the clinic. Behavior also plays a factor into the target market. I am looking for people who want help and who are willing to give help. I would like to be providing care for people who are actually wanting the care instead of just showing up because their mother told them they had to. Finally I am looking for students to work in the clinic to have a healthy lifestyle and take care of themselves, that will allow them to make a good impression on the students they are helping. Their lifestyle will have an impact on weather or not they can be taken seriously from the student they may be trying to help.
