Vanessa Clements
Fall 2024
“The marketing plan is to company success as a road map is to car travel. It is the key from strategy to
tactics. It can act as a tracking mechanism, it can determine the budget, and it can be a scale against
which the company measures marketing effectiveness. It is an internal communications tool that
everyone consults to know where the business is going and how it plans to get there.”
Kevin J. Clancy and Peter C. Krieg (2000), Counterintuitive Marketing
Discover the Marketing Plan
Objectives are how we will measure the success of the marketing plan once it is implemented. Strategies address how objectives are to be achieved. Tactics are the specific actions, details, and activities that must occur in order for the strategy to succeed and the objective to be met. Discover this project's objectives, strategies, and tactics above.
Using the media can be an effective way to reach a target market and achieve high-impact objectives. Click on the button above to check out how this project is proposing a "public relations" plan for the proposed healthcare marketing plan.
No marketing plan is complete with a social media plan. In this section, you'll find two social media platforms integrated into the proposed plan to engage students in the selected healthcare product/service via online interaction.
Marketing is not free. There is a cost associated to every effective plan. This portion of the marketing project explores the monetary cost of each proposed tactic and the public relations/social media plans.
The marketing planning process is circular, ending with an evaluation phase which will inform future marketing plans. This semester-long marketing project concludes with an essay including how the success of the proposal should be evaluated. This essay will highlight the metrics and the contingency of this marketing plan.
Target Market
"Knowing your audience will allow you to make decisions that will enhance your
ability to communicate and connect with them."
My ideal target market would be between the ages of 18-25, particularly college aged adults. Their gender and family size doesn’t matter as much as other demographic factors, however their income and socioeconomic status is a big factor in my marketing strategy. The ideal status for my target market would be a lower to lower middle class income because a large portion of my marketing strategy is that CAPS is an affordable option for mental healthcare. My target market is college students, primarily undergraduates who could have a job, but don’t have a career with benefits that would provide them with mental healthcare.
My target market personality wise are individuals who value their mental health and are open to receiving help. The main lifestyle of my target audience are individuals who spend the majority of their time in school and struggle with their mental wellbeing. While the psychographics of my target audience aren’t as imperative to my marketing strategy as their demographics, the most important thing for my target audience is that they want or are open to considering mental wellness care.
