Embedded Files
A photo to represent context, a magnifying glass pointed over papers.
Background
Background
Here, you'll find both the mission statement and a situational analysis of the subject of this marketing plan. Both artifacts frame the direction of this project, serving as useful background information to the final marketing plan.
Mission Statement
Mission Statement
"We aim to empower IU Indianapolis students into becoming the best version of themselves through prevention, intervention, and consultation in group counseling."
"We aim to empower IU Indianapolis students into becoming the best version of themselves through prevention, intervention, and consultation in group counseling."
I believe this is a strong mission statement for the CAPS organization because it embodies the organization’s values, goals, and philosophy while also tailoring to the target audience. It displays both what the organization is and what it has to offer its consumers. It is ‘long enough to be specific” and short enough to cause curiosity. (Berkowitz, 2022, p.59).
Situational Analysis
Situational Analysis
A situational analysis has been conducted to identify what makes your health care product or service unique. The situational analysis portion of this project will focus on the internal and external environment in which the marketing plan will be implemented.
The situational analysis will include three specific areas:
SWOT, a four-cell chart containing internal and external factors of the chosen healthcare organization
Environmental forces, research into university health centers, health services, or programming for university students.
Competitive analysis, an analysis of weaknesses and strengths of the competitors to the selected organization
SWOT 4-Cell Chart
SWOT 4-Cell Chart
Environmental Forces
Environmental Forces
A interconnecting web of different technology and functions such as laptop, cloud, telephone etc.
Technological Forces
Technological Forces
A 2022 survey found that 51% of students experiencing tech issues also had associated stress; however, the same survey also found that when given the proper resources and academic technologies students experienced reduced stress (Engelberg et al., 2023). “Technological forces can change the viability of any service,” (Berkowitz, 2022). Technology has the potential to strengthen the outreach and success of the setting and processes taken to conduct group counseling.
Social Forces
Social Forces
Social factors more directly impact the marketing plan due to its ability to amplify engagement but also create barriers. Mental health awareness and peer influence normalize seeking help and make accessibility to services like group counseling more marketable. Conversely, mental health stigma and misinformation can deter participation and associate counseling with weakness. We must drive the change in framing such services as proactive and empowering.
Competitive Analysis
Competitive Analysis
One competitor for the IU Indianapolis Counseling and Psychological Services is the University of Indianapolis’ Student Counseling Center (SCC). They position and differentiate themselves in the mental health industry by having a large scope of services such as single session therapy, groups and workshops, partner counseling, crisis appointments, and much more. In the textbook, Berkowitz states that the differential advantage of an organization is critical to its success and must meet four criteria: importance, perceived, uniqueness, and sustainability (2022). The University of Indianapolis’ SCC includes a state-of the-art facility that is the first of its kind among campus counseling centers; it features lava rock beds, biofeedback training, meditation stations, and private use rooms. This smaller scale approach allows them to hold a competitive edge over IU, along with additional variety of peer integrated support and group workshops the University of Indianapolis finds strength in less social stigma as well. However, having increased peer-led integration also makes them susceptible to less clinical rigor and accreditation.
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