the wellness center
TRANSCRIPT
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
Uncharted Territory15 followers in 1 hourFollower Goals:
Month 1: 100 Month 2: 150 Month 3: 300+
Posting Goals: 1x a week
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