Objectives + Strategies + Tactics

The goal of the IU Indianapolis Vaccination Clinic is to increase student participation in recommended immunizations by making vaccines convenient, easy to understand, and relevant to overall student wellness. By offering low-barrier options, such as on-campus clinics, flexible scheduling, and clear educational resources, we aim to reach students who may be hesitant, busy, or unsure about vaccines, while still providing value to students who are already proactive about their health.

Well-defined objectives are measurable, time-bound, and tailored to a specific audience, allowing us to track progress and evaluate success (Berkowitz, 2022). By establishing clear objectives—such as increasing vaccine uptake by a certain percentage or improving awareness of available vaccines—and pairing them with actionable strategies—like social media campaigns, email reminders, and peer outreach—we can monitor what works, identify areas for improvement, and adjust tactics to ensure the program effectively meets student needs.

Objectives

Objectives are how we measure the success of the marketing plan once it is implemented

Objective 1

Increase student vaccination rates by 25% by May 2026

Objective 2

Increase online appointment bookings for vaccination services by 40% by the end of the 2025–2026 academic year.

Objective 3

Boost engagement with vaccination-related social media content by 50% by May 2026.

Strategies

Strategies address how objectives are to be achieved

Strategy 1

Offer on-campus vaccinations and immunizations at flexible times to make it easier for students to access care.

Strategy 2

Use social media and digital communication to educate students and encourage them to prioritize vaccinations.

Strategy 3

Implement targeted marketing campaigns through IU Indianapolis platforms to raise awareness and drive participation.

Tactics

Tactics are the specific actions, details, and activities for the strategy to succeed and objective to be met

Tactics 1 & 2

Launch a social media campaign on Instagram and TikTok featuring short student testimonial videos about getting vaccinated.
Develop visually engaging posters and digital flyers with QR codes linking directly to vaccination appointment booking pages, distributed across academic buildings and campus newsletters.

Tactics 1 & 2

Partner with residence halls, student organizations, and faculty to promote vaccination services during orientation, first-year experience courses, and campus events.
Redesign the Campus Health vaccination webpage with a student-focused layout and interactive features to simplify appointment scheduling and provide vaccine education.

Tactics 1 & 2

Use email marketing and student portal notifications to share weekly tips about vaccines, preventive care, and campus vaccination events, linking directly to appointment booking resources.