Samantha Long
Fall 2024
Objectives, Strategies, & Tactics
“Without goals, and plans to reach them, you are like a ship that has set sail with no destination.” — Fitzhugh Dodson
Objectives
Strategies
Tactics
Objectives are how we will measure the success of the marketing plan once it is implemented
Strategies address how objectives are to be achieved
Tactics are the specific actions, details, and activities that must occur for the strategy to succeed and the objective to be met
Objective 1: Boost student engagement with SafeSpace Smiles’ social media accounts by 40% as measured by the number of likes, comments, shares, and follower growth we receive by the end of April 2025 (6 months).
Strategy 1: Increase interaction on TikTok and Instagram by posting relatable, student-centered content to build a supportive community and normalize mental health discussions.​
Tactic 1: Launch a “Wellness Wednesdays” series to highlight the connection between mental and oral health. By sharing student testimonials, oral hygiene advice, and various mental health tips, we can encourage open conversations and enhance engagement.​
Tactic 2: Conduct weekly interactive Q&A sessions where students can ask questions in real-time about mental health and dental care, encouraging regular interaction and building trust with our target market.
Strategy 2: Promote the convenience of our online booking feature through social media, school email campaigns, campus flyers, etc. to raise awareness and make scheduling more accessible.
Tactic 1: Share visually appealing posts and stories on TikTok and Instagram that highlight the ease of scheduling appointments online, motivating more students to take action.
Tactic 2: Design and send out a step-by-step email guide that outlines the online booking process, providing clear instructions and visually engaging screenshots.
Objective 2: Increase the number of online appointments scheduled through the SafeSpace Smiles website by 25% as measured through appointment tracking software by the end of August 2025 (10 months).​
Objective 3: Reduce the stigma associated with mental health support among freshmen by 15% as measured by survey responses on perceptions of mental health and willingness to seek support collected by the end of August 2025 (10 months).
Strategy 3: Host regular campus events and workshops in collaboration with CAPS that focus on destigmatizing mental health through discussions, student testimonials, and guest speakers.
Tactic 1: Organize bi-monthly workshops featuring mental health professionals and relatable guest speakers who can share their personal stories and provide insight on the importance of receiving mental health support when needed.
Tactic 2: Initiate casual events where students can gather in a relaxed setting to discuss mental health topics and share their experiences, helping to build a sense of community and reduce stigma.