Objectives + Strategies + Tactics
Objectives + Strategies + Tactics
The goal of the Health and Wellness Program at Indiana University Indianapolis is to increase awareness, participation, and engagement among female and male sophomore and junior students. This program aims to promote healthier lifestyles, support mental well-being, and provide accessible wellness resources that align with students’ needs. To accomplish this, the marketing objectives will focus on increasing program visibility, driving participation, and enhancing student involvement across campus.
According to Berkowitz (2022), a successful healthcare marketing plan begins with clearly defined objectives that are aligned with the target audience’s needs and preferences. Strategies should be tailored to the behaviors and values of the target market, while tactics must be practical actions that support strategy execution. By using this framework, the marketing plan for IU’s Health and Wellness Program will be both outcome-driven and student-centered.
Increase student participation in the Health and Wellness Program by 25% by December 15, 2025.
Achieve a 30% increase in student awareness of the Health and Wellness Program by the end of the Fall 2025 semester.
Grow the Health and Wellness Program’s social media engagement which includes likes, shares, and comments by 40% by November 30, 2025.
Promote the program through targeted campus-based and digital outreach that resonates with the student audience.
Leverage orientation events, classroom visits, and faculty collaboration to reach students where they are already engaged.
Use content marketing and interactive digital features to engage students with wellness focused content.
II. Launch an Instagram campaign featuring weekly posts and student testimonials to build peer-driven credibility and awareness.
I. Include a 5-minute presentation on the Health and Wellness Program during first-year seminar classes and general education courses.
II. Partner with professors and advisors to share program information via Canvas announcements.
I. Host monthly Instagram Live Q&A sessions with wellness coaches and mental health professionals.
II. Create interactive wellness challenges such as “Self-care September where students can participate and tag the program’s social media account for prized.