Kierra Morris
Fall 2024
IU Health Wellness Program 2024
Our mission is to support IU Indianapolis students in achieving and maintaining healthier lifestyles through accessible nutrition education, flexible fitness classes tailored to student schedules, and personalized health plans. We are dedicated to making wellness easy and achievable for every student, helping them adopt lasting, positive health changes
IU Indianapolis campus health services offer immunizations - a service that may be promoted with the use of a marketing plan.
CAPS (Counseling and Psychological Services) at IU Indianapolis provide mental health support for students online and in-person.
The Project
Below you'll find links to along with descriptions of the different sections you'll encounter in this semester-long health care marketing project.
Problem Statement
The goal is to determine if IU Indianapolis students are interested in joining a wellness program focused on nutrition and fitness. This research will help ensure the program is relevant and beneficial. Potential barriers, such as scheduling conflicts, lack of awareness, cost, or motivation, will also be explored to improve accessibility.
Data Collection Method
I plan to interview 3-6 students to gain personal insights into their interest in wellness programs and any obstacles preventing participation.
Sample Interview Questions
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What wellness activities are you currently involved in?
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How likely are you to join a wellness program focused on nutrition and fitness? (Rate 1-5)
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What barriers prevent you from participating in campus wellness programs?
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What would encourage you to attend wellness workshops on healthy eating or fitness?
This research aims to better understand student needs and shape a successful wellness program.
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I conducted interviews with six undergraduate students aged 18-24, including four females and two males from various fields of study, to explore their interest in wellness programs focused on nutrition and fitness. While most participants were involved in physical activities such as going to the gym, yoga, or recreational sports, only two had participated in campus wellness programs.
When asked to rate their likelihood of joining a nutrition and fitness program on a scale of 1 to 5, responses averaged at 4, indicating moderate to high interest. However, barriers such as scheduling conflicts, lack of awareness about available programs, and cost concerns were common challenges that might prevent participation. These findings highlight both the interest and the need for improved accessibility and promotion of wellness programs on campus.
The ideal target customers for the wellness program are all students enrolled at IU Indianapolis, aged 18-24, regardless of gender or background. Most are full-time students living on or near campus, making accessibility and schedule flexibility essential.
Recognizing that many students have limited financial resources, the program must be affordable and offer various options for participation to accommodate their busy lives, including classes and part-time jobs.
The heart of this project lies in the health care marketing plan. This section delves into recommended strategies, PR plans, a budget, and ends with an evaluation of the plan proposed.
Objective 1: Increase Enrollment
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Strategy: Start a referral program and host events.
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Tactic: Offer discounts for referrals.
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Tactic: Hold wellness fairs with free activities.
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Objective 2: Increase Website Visits by 50% by Dec 31, 2024
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Strategy: Use SEO and promote on social media and newsletters.
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Tactic: Add popular wellness keywords.
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Tactic: Link website in social media and emails.
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Objective 3: Collect Feedback from 100 Participants by June 30, 2025
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Strategy: Use surveys with incentives.
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Tactic: Share post-activity surveys.
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Tactic: Offer gift card prizes for responses.
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