Target Market

The primary target market for the Health and Wellness Program at Indiana University Indianapolis is female and male undergraduate students in their sophomore and junior years, aged 19-22.  This group represents a critical stage in college life where students often face increased academic stress, social pressure, and lifestyle adjustments. These students are typically balancing part-time jobs, coursework, and emerging independence, which can lead to poor self-care practices and mental health challenges. Most of the college students that attend IU Indianapolis live in or near Indianapolis, either on campus or in shared off-campus housing, and are enrolled full-time. Their income is usually limited, relying on part-time wages or financial aid, making them more likely to seek affordable and accessible health resources provided through the university. 

Demographically, this target market includes young women and men from diverse racial and ethnic backgrounds who are pursuing bachelor’s degrees across various disciplines. They are typically single with no dependents and are highly connected to campus life through student organizations, clubs, and academic departments. Their educational level reflects a basic awareness of health needs, but many lack practical knowledge about implementing wellness strategies into their daily lives. As traditional college students, they are navigating transitional staged of adulthood, which makes them more vulnerable to physical and emotional health challenges. 

This group is driven by personal growth, academic achievement, and social belonging. These students are open to self-improvement and are often looking for resources that can help them manage stress, increase energy, and maintain balance in their busy schedules. They are influenced by their peers, social media, and the broader campus culture. Many are health-conscious but may struggle with consistency or motivation due to time constraints. They value convenience, trust in university-supported programs, and are more likely to engage with services that are actively promoted through engaging student-entered messaging. As Mark Walters mentioned is that the Health and Wellness Program needs to be promoting itself on social media platform, Instagram. Students in our target age are more likely to use Instagram over some of the other social media platforms. When students are following that direct page, they are more likely to feel that resources are accessible and relevant to their lives.