Objectives + Strategies + Tactics

This strategic marketing plan addresses the critical disconnect between Indiana University-Indianapolis students and Counseling and Psychological Services (CAPS). Despite the availability of affordable mental health care, primary research revealed that low awareness and ineffective communication channels prevent many students from utilizing these essential resources. The proposed solution shifts focus from traditional, passive email announcements to a dynamic, student-centered social media strategy. By leveraging high-engagement platforms like Instagram and Twitter, this plan aims to meet students where they are, normalize mental health discussions through relatable content, and significantly increase service visibility and accessibility on campus.

Objectives

Objectives are how we measure the success of the marketing plan once it is implemented

Objective 1

Increase student awareness of CAPS by 25% by April 30, 2025, measured through Instagram engagement (likes, shares, saves).

Objective 2

Increase student interaction with CAPS information by 20% by May 2025, measured through Twitter impressions and link clicks.

Objective 3

Enhance campus visibility and trust through direct, face-to-face engagement and academic partnerships.

Strategies

Strategies address how objectives are to be achieved

Strategy 1

Utilize visual storytelling on Instagram to educate students on mental health topics and demystify the counseling process

Strategy 2

Leverage Twitter (X) for real-time communication, providing immediate updates and "in-the-moment" coping resources.

Strategy 3

Move beyond digital screens to create approachable, in-person touchpoints that normalize seeking help.

Tactics

Tactics are the specific actions, details, and activities for the strategy to succeed and objective to be met

Tactics 1 & 2

• Post 3-4 times weekly with "myth-busting" facts and appointment how-to guides.

• Use Stories for interactive polls and Q&As to build familiarity.

Tactics 1 & 2

• Post 2-3 times daily, focusing on quick wellness tips and immediate workshop reminders.

• Retweet student wellness content to maintain an active daily presence.

Tactics 1 & 2

• Implement "Pop-up" mental health events in high-traffic student areas.

• Partner with professors to include brief CAPS introductions in syllabi and class announcements.

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