The document outlines a marketing plan for the Wellness Center at Dominican University. It aims to increase awareness and usage of the Center's services among key target audiences: commuter students, graduate students, and international students. The plan details goals to boost social media presence, promote health resources, and improve accessibility through an appointment portal. It also establishes short-term goals like increased social media usage and participation in wellness programs, and long-term goals such as over 60% of appointments made online and high recognition of services across target audiences.

1. December
2015-Jan
2016
THE WELLNESS CENTER:
MARKETING PLAN

2. 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

3. 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?

4. The Target Audiences we see present in this
market are:
Commuter Students
Graduate Students
International Students
TARGET AUDIENCES

5.  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

6. 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

7. Primary health care, at your reach.
Define Primary Care
Clarify with examples
Inclusive Care
Care that is the same and welcoming to all
student populations.
Holistic Care
Care that is Mind, Body
Mental Health services
Free counseling
KEY MESSAGES

8. 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

9. 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

10. THE POLLS ARE IN:

11. COMPETITORS SOCIAL MEDIA
Instagram
@loyolawellness
Twitter
@uwhealth
Facebook

12.  Uncharted Territory
 15 followers in 1 hour
 Follower Goals:
 Month 1: 100
 Month 2: 150
 Month 3: 300+
 Posting Goals:
 1x a week
INSTAGRAM

13. FACEBOOK
 228 Likes
 10 “Check-ins”
 Last Post: September
2015
 Goals: Connect to
other social media
platforms
 engage students with
links/fun surveys

14.  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

15. Number of Followers on FB/IG/TW
Post engagement- Likes/Shares/Clicks
Survey at end of year; determine knowledge in
target audiences
MEASURING RESULTS