Evaluation

A crucial component of the marketing planning process is the evaluation phase, which determines whether goals were achieved and guides improvements for future campaigns. For the Health and Wellness Program at IU Indianapolis, evaluating success will involve multiple metrics tailored to our SMART objectives and audience engagement goals. Specifically, we will measure increases in student participation, awareness, and social media engagement. These metrics will be assessed through pre- and post-campaign surveys, event attendance tracking, and social media analytics. 

Surveys will be distributed at the beginning and end of the academic year to evaluate students’ awareness of the Health and Wellness Program. These surveys will include questions like those used in the initial needs assessment, allowing us to track changes over time. Additionally, we will monitor event registration and attendance to gauge participation growth. Social media engagement will be measured using tools like Hootsuite to track likes, shares, comments, and follower growth. These metrics are preferred because they provide both quantitative and qualitative data, offering insight into both reach and impact. As Berkowitz (2022) emphasizes, effective evaluation must align with the original objectives and focus on measurable results that directly connect to the target market’s behavior.

A successful marketing campaign will show a 25% increase in program participation, a 30% rise in student awareness, and a 40% boost in social media engagement by the end of the academic year. These outcomes are directly linked to the SMART objectives previously defined and will be used as benchmarks to determine the plan’s effectiveness. Success will also be reflected in positive student feedback, improved satisfaction with program offerings, and sustained engagement with wellness resources. This evaluation process will help ensure that the marketing efforts are not only seen but also driving behavior change among students.

All marketing plans must include a contingency strategy. If our tactics underperform, or external factors disrupt the campaign, such as staffing shortages changes in campus orientation, or unexpected shifts in students’ needs we will adapt quickly by reviewing real-time analytics and student feedback. According to Kotler (2021), flexibility and responsiveness are key elements of modern healthcare marketing, particularly when engaging dynamic and diverse populations like college students.

         By using consistent evaluation tools, defining success through clear metrics, and preparing contingencies, the Health and Wellness Program can maintain continue support to student well-being across IU Indianapolis.