Maddie Rowley
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."
Since the program I’m implementing is for Campus Health at IUI, my target market is students, faculty, and staff at this campus. More specifically, I think freshman and seniors that live on or near campus would be most likely to download this app, so they will be my target market. When freshman first come to campus, they are likely to take any advice that is given to them to help them throughout the school year, and this app could be very beneficial to them. Another reason I think freshman would download this app is because they are more on their own now and many of them need to keep track of their medical records and have a way to access them. The Campus Health app would help them with this. As for seniors, they are about to enter the workforce and might need to have certain tests done such as TB or drug tests. The Campus Health app could help them with finding testing sites for either of these and then keep records of the tests being performed as well as the results of them. I also think that females are more likely to download this app just based on thinking about my friend group. Faculty and staff that have a bigger family could download the app and use it to keep track of any appointments and tests that they take their children to on campus. I also think that IUI faculty that are in the healthcare or public health departments are more likely to utilize the app because of their history and lifestyle with working in healthcare.
