Edona Ziberi
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."
The ideal customer market for 'Mindful IU' is female undergraduate students at IU Indianapolis, specifically those in their sophomore and junior years. These students are typically between 19 and 21 years old, navigating a critical phase of their academic journey where they face increased coursework pressure and social responsibilities. Many are pursuing degrees in high-stress fields such as health sciences, business, or engineering. Socioeconomically, these students come from middle-income backgrounds, often balancing part-time jobs or internships alongside their studies to manage living expenses. They tend to reside on or near the IU Indianapolis campus, allowing for convenient access to in-person workshops and services​.
Psychographically, these students prioritize academic success but are also experiencing growing concerns about maintaining mental health due to the stress of balancing school, work, and personal life. They are proactive in seeking out resources that can help them manage anxiety, improve focus, and reduce burnout. While they may not have fully developed mindfulness practices, they are open to exploring wellness activities that fit into their busy schedules. Many are involved in campus life through student organizations or sororities, which gives 'Mindful IU' the potential to connect with them through peer groups and community support. These students value self-care, often follow wellness trends, and are likely to engage with the digital mindfulness resources that 'Mindful IU' offers.
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In terms of lifestyle, the ideal customer is highly engaged in both academic and social activities. They are likely involved in student organizations, sororities, or volunteer groups, which contribute to their packed schedules. Between classes, work, and extracurricular activities, they seek effective ways to reduce stress and maintain their mental health. Their lifestyle is busy but motivated by personal growth and achievement, making mindfulness practices particularly
appealing as they look for quick, accessible ways to recharge both mentally and physically. These students also embrace technology, frequently using apps and digital platforms for organization and wellness tracking, which aligns well with the digital components of 'Mindful IU.'
