Jeanna Eddleman
Fall 2024
Evaluation
The evaluation portion cements the process as a
fully comprehensive and circular
marketing plan.
Evaluating the success of this marketing plan means first analyzing the initial objectives of the campaign. The objectives of this plan included increasing brand awareness by 80% with freshmen and 50% with sophomores, issuing surveys to all participants within six months of the initial group counselling session, and retaining 75% attendance for at least half of each cohorts’ meetings. Therefore, this campaign’s success is determined by whether it increased awareness for this service line, drew in new clients, and retained existing clients.
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This marketing plan included tactics to increase brand awareness such as building relationships with student organizations on campus, participating in tabling events, distributing flyers, having a healthy social media presence, and hosting a mental health awareness mixer. Some of the strategies developed to retain the support groups’ attendees included collecting the contact information of participants, crafting surveys, and creating meaningful connections with every member who joins.
"This campaign’s success is determined by whether it increased awareness for this service line, drew in new clients, and retained existing clients"
Looking back over these tactics at the end of the campaign will be the first indicator of on-campus engagement. It would be critical for client intake and retention to ensure our campus engagement is healthy, such as multiple partnerships with student organizations, interest in our events, and followers on social media. At the end of the campaign, this engagement must be analyzed, and the data must be used to determine what worked to keep engagement high and what students did not seem interested in. If students were more interested in some events or if specific student organizations had higher engagement than others, it would be strategic to lean into these markets more heavily for the next campaign.
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Attendance will be tracked at every meeting and students will also be questioned on how they heard of the service to determine what tactics gained the most interest. Issuing surveys will also be helpful in assessing what retained students and what did not appeal to our target audience. Combing over this data will provide clarity on where the successes and failures of this campaign lie.
Potential issues that may arise in this campaign would be low levels of attendance and failure to create partnerships with other organizations. If these happen, it would be critical to quickly tap into different markets and find new ways to advertise. If we discover that this service line is not particularly helpful for IU Indianapolis students, we should consider engaging with a different mental health target market; one that might be more beneficial to students. Again, surveys would be beneficial in this area to understand what our target market would find most supportive and interesting.