Executive summary
Executive summary
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This strategic marketing portfolio addresses a critical challenge facing IU Indianapolis: the gap between student mental health needs and the utilization of Counseling and Psychological Services (CAPS). Through primary market research, I identified that while services are affordable and accessible, a lack of effective communication prevents many students from seeking help. This project proposes a data-driven solution to bridge that disconnect and increase service visibility
My analysis revealed that students frequently overlook standard campus emails, preferring approachable content on social media platforms like Instagram and Twitter. In response, I developed a comprehensive social media plan with SMART objectives to increase awareness by 25% by April 2025. By shifting from clinical announcements to relatable, visual storytelling, this strategy aims to destigmatize mental healthcare and ensure students can easily access the support they need.
"Small communication changes can make a big difference in how students view and use CAPS services"
"Small communication changes can make a big difference in how students view and use CAPS services"
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