Van Par
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
-
By the end of the first quarter, achieve a 25% increase in counseling and psychological service awareness among IU Indianapolis students, as measured by the rise in website visits in target campus areas.Implement a campus-wide information campaign with posters, digital screens, and QR codes leading to the counseling services website. Partner with student organizations and host awareness events introducing the benefits of counseling and available services
-
Achieve a 30% increase in engagement with social media posts related to counseling services by the end of the second quarter, as measured by increased likes, shares, and comments on posts, particularly those promoting mental health benefits and available resourcesDevelop a social media content calendar focused on mental health topics relevant to students, such as stress management, exam preparation, and self-care tips. Post regularly, including interactive elements like polls, mental health check-ins, and Q&A sessions with counselors. Offer incentives, such as mental health kits or gift cards, for students who engage with posts.
-
By the end of the academic year, the number of students scheduling initial counseling appointments will increase by 20%, measured by appointment data. Targeted outreach and email reminders will be sent monthly to students who engaged with initial materials.Implement a targeted email campaign and monthly newsletters directed at students who showed initial interest, encouraging them to schedule their first session. Highlight success stories, FAQs about counseling, and new session availability. Collaborate with students' advisors to recommend counseling services as a resource during orientation and mid-term check-in.
-
For my market budget, I will see users for social ads( like Facebook or Instagram) and potential sponsored content.
-
Budget for hosting a workshop or mental health event that could attract your target demographic.
-
For public relations and social media tactics, I will include planning, writing, and designing posts or graphs, as well as partnering with influencers.
-
Allocate some funds or staff time to actively respond to social media comments, questions, and messages.
I will connect with the support of the larger goals of raising awareness, improving access, and addressing the specific needs of IU Indianapolis students.
Target Market
"Knowing your audience will allow you to make decisions that will enhance your
ability to communicate and connect with them."
The ideal customer market for counseling and psychological services targeted at IU
Indianapolis students would primarily consist of individuals aged 18 to 26, representing undergraduate and graduate students. These students would likely pursue various degrees across different fields and have diverse educational backgrounds. The demographic profile could include a mix of both genders. Since this population primarily comprises full-time students, their income levels are expected to be relatively low as they rely on part-time jobs or financial support from families, loans, or scholarships.These students are concentrated within the Indianapolis area or commute from nearby, ranging from living on campus, in an apartment, or with family members. The family size may vary, but many students are likely unmarried or without dependents, focusing their attention on their education and early career goals. My market can help them achieve these goals.
Psychographically, the ideal target market would consist of students who are
navigating academic pressures, career uncertainties, and social relationships,
contributing to stress, anxiety, or the need for mental health support. This need for
support is a crucial aspect of the market, and understanding it is key to providing
effective services. Their behavior and lifestyle reflect a combination of balancing school,
work, and social life. Many students may seek services not only for anxiety or
depression but also for developing coping mechanisms, enhancing personal
development, or improving their overall well-being. They value convenience,
accessibility, and affordability in mental services, because many of them may be
unfamiliar with seeking professional psychological help or lack financial resourcesStudents in this market will likely appreciate counseling services that are flexible to their
academic schedule and lifestyle.
