Edona Ziberi
Fall 2024
Objectives + Strategies + Tactics
The 'Mindful IU' initiative aims to enhance mental well-being among students through guided meditation workshops and digital resources. The marketing plan outlines three key objectives to increase engagement and participation in these offerings.
Objectives
Strategies
Tactics
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
Objective 1: Increase the attendance of female sophomore and junior students in 'Mindful IU' guided meditation sessions by 25% by the end of the Spring 2025 semester.
Strategy 1: Use targeted digital marketing through IU Indianapolis student social media channels and collaborate with sororities and student organizations to promote the workshops.
Tactic 1: Create engaging social media ads specifically targeting female sophomores and juniors, using vibrant visuals and testimonials from past attendees to highlight the benefits of the workshops. This tactic is appropriate as it directly reaches the target demographic where they are most active.
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Tactic 2: Organize a collaboration with popular sororities and student organizations to host a "Mindfulness Week," where they can promote the workshops through their channels, offer free trial sessions, or provide incentives for attendance. This approach leverages existing networks and enhances credibility through peer endorsement.
Objective 2: Achieve a 15% increase in the number of students accessing and using the 'Mindful IU' digital mindfulness resources by May 2025.
Strategy 2: Run an email marketing campaign, highlighting the benefits of the digital resources, and partner with campus influencers to demonstrate the tools in action.
Tactic 1: Develop a series of visually appealing and informative emails that outline the benefits of the digital mindfulness resources, including user testimonials and tips on how to integrate them into daily life. This tactic is suitable because it directly informs and engages students who may be seeking stress relief solutions.
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Tactic 2: Collaborate with campus influencers to create video content showcasing their experiences using the mindfulness resources. They can share these on their social media platforms, making the tools more relatable and accessible. This is effective as it utilizes peer influence to drive engagement and interest.
Objective 3: Increase brand awareness of 'Mindful IU' by generating 20% more engagement on social media posts by the end of the Spring 2025 semester.
Strategy 3: Implement a content strategy focused on stress-relief tips, mental health benefits, and testimonials from students who have participated in the program, shared through Instagram and TikTok.
Tactic 1: Create and post a weekly series of short videos on Instagram and TikTok featuring stress-relief techniques and tips, incorporating student testimonials to personalize the content. This tactic resonates well with the target audience, who are frequent users of these platforms.
Tactic 2: Host interactive live Q&A sessions on social media where students can ask questions about mindfulness practices and hear directly from program leaders and participants. This encourages real-time engagement and fosters a sense of community around 'Mindful IU.'