the wellness center

December 2015- Jan 2016

THE WELLNESS CENTER:

MARKETING PLAN

Our goal is for any student to be able to take advantage of our full range of services.

This marketing plan hopes to increase the number of people who use the Wellness Center as a primary health provider.

INTRODUCTION

The purpose of this plan is to make the Wellness Center a central and essential resource in the Dominican Community.

In order for that to happen, students must be aware and able to seek service easily.

WHY?

The Target Audiences we see present in this market are:Commuter Students Graduate Students International Students

TARGET AUDIENCES

Our target audiences have different needs that need to be addressed. Commuter Students May have primary provider outside school. Convenience large factor if travelling long distances.

Graduate Students May or may not have primary provider. Insurance may be large concern.

International Students Limited Resources, bilingual assistance essential, insurance large concern.

TARGET AUDIENCE

Dominican University- A Catholic Institution, with Catholic Values.

Holistic Care that involves Body, Mind and Soul Wellness

We are student-oriented and wish to fit their needs

Accessibility to our services via Student Portal

WHAT MAKES US DIFFERENT

Primary health care, at your reach. Define Primary CareClarify with examples

Inclusive CareCare that is the same and welcoming to all student populations.

Holistic CareCare that is Mind, Body

Mental Health servicesFree counseling

KEY MESSAGES

Increase regularity of social media use (3-6x a week) starting first month of second semester.

Greater participation in use of Wellness Center Online (408 students) by 2x.

Promote Student Health 101 (Flyers once a month!)

SHORT-TERM GOALS

Accessibility to Wellness Center services via Student Appointment Portal (more than 60% of total appointments)

Knowledge of services throughout target audiences (survey via social media)

LONG TERM GOALS

THE POLLS ARE IN:

COMPETITORS SOCIAL MEDIA

Instagram@loyolawellness

Twitter@uwhealth

Facebook

Uncharted Territory15 followers in 1 hourFollower Goals:

Month 1: 100 Month 2: 150 Month 3: 300+

Posting Goals: 1x a week

INSTAGRAM

FACEBOOK

228 Likes 10 “Check-ins” Last Post:

September 2015Goals: Connect to

other social media platforms

engage students with links/fun surveys

925 Friends Able to connect with

students, comment/share their posts

Unable to see engagement and reach data

Able to Connect to Instagram

FRIENDS PAGE

Number of Followers on FB/IG/TWPost engagement- Likes/Shares/Clicks Survey at end of year; determine

knowledge in target audiences

MEASURING RESULTS