Edona Ziberi
Fall 2024
Executive Summary
Mindful IU is an innovative mental health initiative at IU Indianapolis designed to support and enhance the well-being of students through a variety of mindfulness-based services. The program offers guided meditation sessions, stress-relief workshops, and digital mindfulness resources aimed at helping students manage stress, improve mental clarity, and cultivate a balanced, healthy lifestyle. The goal of this marketing plan is to increase awareness of Mindful IU, drive engagement with the program, and encourage consistent usage, with a specific focus on reaching female sophomore and junior students. Ultimately, the marketing plan aims to position Mindful IU as a trusted and vital resource for student mental well-being, contributing to a healthier, more balanced, and engaged campus community.
The marketing plan for Mindful IU focuses on three main objectives:
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Increase Attendance: Boost guided meditation session attendance by 25% by Spring 2025 through targeted digital marketing and partnerships with student groups.
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Grow Digital Resource Usage: Increase usage of digital resources by 15% by May 2025 through email marketing, social media promotion, and campus influencer collaborations.
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Increase Brand Awareness: Raise social media engagement by 20% through content strategies, including stress-relief tips and student testimonials on platforms like Instagram and TikTok.
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The strategy uses a data-driven approach to connect with students via digital platforms, leveraging social media, influencer partnerships, and email campaigns to drive engagement and expand Mindful IU’s visibility.