Evaluation

One metric that will be immensely useful to measure success of my marketing plan is to survey students who have successfully completed the Health and Wellness Coaching program. Surveying these students will be essential because their feedback will help with providing quality insights/qualitative research from patient satisfaction, accessibility, and the awareness of the program/benefits of the program. It will also help determine from personal experiences where the program lacks in. Since every student’s reason for enrolling in the program may differ, having various insights will help create a broader knowledge of how the program impacted their lives. Another metric I believe could help measure success in quantitative research, is tracking student volume. Student volume can be tracked on social media platforms with readily available analytics of posts/stories to see student engagement. Tracking these analytics will help monitor whether marketing efforts have led to an increase in enrollments, while engagement analytics will help measure students’ awareness and interest in the program.

Success for this marketing campaign will be measured by ensuring that there was an increase of enrollment by at least 15% at the end of the academic year. Tracking the student volume will demonstrate whether this increase occurred. Another objective was to increase app usage and engagement among students enrolled in the program by 20% within the first three months. This includes not only tracking new app downloads and daily active users but also increasing the following on social media platforms I am using for the marketing plan such as Instagram and TikTok. Tracking the metrics will help determine this success. And lastly, increasing the program completion by 15% by the end of the year will be another factor of determining success. The number of students completing the program will be compared to previous years to assess improvement.

Being prepared is vital for creating a successful marketing plan altogether, but unexpected changes do still tend to occur in marketing. To plan for the unexpected challenges this program might face, I will implement performance reviews once a month to study and monitor against possible issues that may arise or are occurring within the program. Utilizing the data can also help with determining where certain objectives are not being met. From this, I will analyze results and determine tactics/strategies that may not be as helpful as others and make accommodations that will lead to better outcomes. For example, if one social media platform is doing better than the other, I will adjust strategies to meet the target audiences’ interests. 

Overall, evaluating the Health and Wellness Coaching program plan will require using different types of data, checking if objectives were met, while also being prepared for unexpected changes. A strong evaluation system should track multiple parts of the marketing effort such as website activity, advertising, and referral programs, instead of focusing solely in one area. By using the metrics stated earlier, I will be able to see how successful the marketing plan was. (Berkowitz, 2022, p. 691)