“The marketing plan is to company success as a road map is to car travel. It is the key from strategy to tactics. It can act as a tracking mechanism, it can determine the budget, and it can be a scale against which the company measures marketing effectiveness. It is an internal communications tool that everyone consults to know where the business is going and how it plans to get there.”

For the SafeSpace Smiles program, our ideal customer market consists of both male and female undergraduate freshmen at IU Indianapolis, typically ranging from 18 to 21 years old. This demographic is going through one of the most significant transitions in their academic and personal lives, as they’re moving from the familiar environment of high school to the more demanding and independent world of college. Many freshmen encounter new challenges such as living away from home for the first time, managing a rigorous academic schedule, and building new connections, making them an ideal audience for a program that addresses both mental and oral health needs.

 

Demographically, these students often have limited income, with some working part-time jobs or relying on financial aid and family support. They primarily reside on-campus or in nearby apartments around Indianapolis. Their socioeconomic status tends to range from middle to lower class, as many are adjusting to managing personal finances while attending school. In terms of education, these students are in their first year of college, a period marked by uncertainty, increased academic/social pressures, and a need for emotional support. The stress associated with navigating this major life transition often contributes to increased mental health challenges, making this group particularly receptive to our support services.

 

From a psychographic standpoint, freshmen students may hesitate to seek professional help due to stigma or the belief that their issues aren’t serious enough. Many rely on emotional support from their friends or family members but are in the process of establishing new routines and adjusting to a more independent lifestyle, which often results in increased stress and anxiety levels. Freshmen are more likely to engage with healthcare services that offer convenient access, such as flexible appointment times, online scheduling options, and integrated care services. Given the fast pace of their new college life, convenience and ease of access are likely a top priority for this group. SafeSpace Smiles is well-positioned to meet these needs by providing both mental health support and dental care in one combined program, making it easier for students to take care of themselves without having to navigate multiple systems.

 

By focusing on undergraduate freshmen students, SafeSpace Smiles can effectively target a population market that is in the midst of a critical life transition. This demographic's unique combination of emotional, financial, and academic pressures make them highly receptive to a service that provides mental and oral health support in one convenient package. By implementing modern marketing techniques, addressing common barriers like stigma and accessibility, and continuously scanning for changes in student needs, SafeSpace Smiles can foster a supportive and inclusive space that encourages freshmen to prioritize their overall well-being.