Target Market

The primary target market for IU Indianapolis' Health and Wellness Coaching program is full-time, first year college students. These students would be around the age of 18-20 as most students in this group are early in their transition to independent living, often working part-time jobs with unstable incomes. Many rely on campus resources and struggle to find these resources as they are unaware of available health and wellness programs unless they are actively being promoted. These students are typically pursing undergraduate degrees and are navigating a critical phase of adjustment in academic, emotional, and social aspects. 

First-year college students in this target market are often motivated and eager to succeed but they may quickly find themselves overwhelmed due to the high demands of college life. They may also likely struggle with coursework, part-time employment, and managing their personal well-being. Their routines would have a lack of consistency as they tend to neglect aspects of their health such as diet, physical activity, or mental wellness. Understanding their shared behaviors and attitudes towards health and wellness allows coaching programs to effectively tailor support and guidance to meet their specific needs. 

These students in the target market are going through big life changes so getting the support they need early can help build a foundation where they can remain healthy and do well in school. Essentially, the students would be open to building new habits but can also feel stressed and overwhelmed which makes them ideal candidates for the health and wellness coaching program. By focusing on this group, IU can help students take better care of themselves by getting more involved in campus wellness programs and operate in a way that sets them up for long-term success.