Emma Gray
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."
Demographics
The ideal customer market for CAPS consists of nursing students aged 18-22, specifically those attending Indiana University School of Nursing. This target demographic is shaped by the unique needs as young adults in a very demanding program, as well as their aspirations to enter the healthcare field. Being a nursing student myself, I can testify to this. Nursing school is made up of predominantly females, however the market is inclusive of all genders. Being students, the average income is low. Therefore, this market may have limited budgets and that is why CAPS is perfect to market to this population. CAPS offers high- quality cost effective services to students. Geographically, my target market is based in Indianapolis, with many students living in student housing, with family, or roommates. While these students may come from diverse backgrounds, each of them shares a commitment to healthcare education. Many of these students are balancing the demands of rigorous coursework, clinicals, and part-time jobs, making it difficult to find time for self-care. As a result, product CAPS offering convenience, efficiency, and affordability will resonate with this population.
Psychographics
Nursing students are highly motivated, detail-oriented, and compassionate, with a strong drive to help others and a deep sense of responsibility. They are health-conscious and active, but their intense academic schedules often make it difficult to maintain a balanced lifestyle. Stress management is a significant concern, and many students are actively seeking ways to relieve stress, improve mental health, and prevent burnout. Services or products that address mental health, physical wellness, and time management would be highly valued by this demographic. CAPS can offer accessible, affordable, and convenient mental health services to nursing students.
