The main objective of this project is to develop and implement a comprehensive marketing plan to promote alternative wellness services to white-collar professionals. Students will focus on targeting individuals experiencing high levels of stress, poor sleep and lack of exercise, aiming to increase awareness, engagement, and conversions through various marketing strategies and channels.

Students will solve the problem of how to effectively market 'mindfulness as medicine' services to a specific demographic. By the end of the project, students are expected to achieve a fully developed and actionable marketing plan that includes audience research, content creation, engagement strategies, data collection, and analysis. The outcome will be a detailed, step-by-step marketing plan ready for implementation, along with initial results from the first phases of the plan.

Audience Research and Segmentation:

• Conduct market research to understand the target demographic (white-collar professionals).
• Segment the audience based on factors such as job roles, work hours, lifestyle, and wellness needs.

Content Creation and Strategy Development:

• Develop engaging content for LinkedIn, including articles, posts, and commentary.
• Create a calendar for consistent content posting and audience engagement.

LinkedIn Optimization and Engagement:

• Clean up and optimize the LinkedIn profiles for the company and key team members.
• Connect with and engage 50 target companies through comments and direct messages.
• Use LinkedIn to promote the introductory wellness webinar.

Data Collection and Feedback:

• Develop and distribute surveys to collect contact information and feedback from participants.
• Gather testimonials and analyze survey results to refine the marketing strategy.

Building Trust and Long-Term Engagement:

• Create and distribute a monthly health and wellness newsletter.
• Develop a yearly marketing calendar, outlining newsletters, promotional campaigns, and engagement strategies.

Prospecting and Client Journey Mapping:

• Define the client journey stages and document the process from initial contact to retention and referral.
• Adjust messaging and tactics based on target audience feedback and engagement metrics.

Internship Program Development:

• Create job descriptions for research and tactical interns.
• Document the marketing processes and provide guidance for interns.

Industry Research and Networking:

• Identify and list industry contacts who can provide insights into benefit services and decision-making processes.
• Conduct outreach to benefits providers to learn about the industry and explore opportunities for integration.

Implementation and Initial Results:

• Begin the implementation of the marketing plan.
• Monitor and analyze initial results, making adjustments as necessary.

Dedicated Mentors:

• Each student or group of students will be assigned a dedicated mentor from our team. Mentors will provide guidance, answer questions, and offer feedback on their progress.

Regular Check-ins:

• Weekly check-in meetings will be scheduled to discuss progress, address challenges, and provide additional support as needed. These meetings will ensure students stay on track and have the resources they need.

Access to Tools and Technology:

• Students will have access to our LinkedIn accounts, marketing tools (such as Calendly, Zoom, and Eventbrite), and any necessary software to execute the marketing plan.
• We will provide training on how to use these tools effectively.

Data and Research Resources:

• Students will have access to our existing market research, customer data, and industry contacts. This includes insights from previous surveys, testimonials, and feedback collected from our current clients.
• We will also provide access to relevant white papers, industry reports, and other research materials.

Templates and Documentation:

• We will supply students with templates for creating surveys, newsletters, and marketing content. This will help streamline their work and ensure consistency.
• Detailed documentation of our marketing processes and strategies will be shared with students.

Collaboration Platform:

• Students will have access to a shared collaboration platform (such as Google Workspace) to facilitate teamwork, share documents, and track project progress.