Van Par
Fall 2024
Situational assessment
SWOT
Strength Weakness
- well-train and experienced - Limited financial resources for expansion
counseling staff - Lack of diversity in counseling service
- Strong reputation in the - High staff turnover rate
community - Inadequate infrastructure technology support
- Well established referred network
with healthcare
​
Opportunities Threats
- Increasing awareness and acceptance. - Growing competition from online counseling platforms
mental health - Change in healthcare policies impacting reimbursement rate
- Collaborative opportunities with - Public stigma associated with seeking counseling
universities for student counseling program - Legal and ethical challenges in maintaining client
- Rising demand for specialized counseling service. confidentially
- Potential government grants and funding for
mental health initiatives
​
Environment Factors:
The two environmental forces that I choose are Economic and Technological. For the
economy, the environment can impact the availability of resources for counseling and
psychological services. A positive economic outlook may increase funding opportunities for
mental health programs, enabling the organization to expand its services. Conversely, during
economic downturns, budget constraints may limit the organization's ability to invest in new
programs or hire staff. Technological advancements can significantly impact the delivery of
counseling services. Integrating telehealth solutions and online counseling platforms can
enhance accessibility and reach for clients, especially in remote areas. However, keeping up
with evolving investments in training and infrastructure could strain the organization's
resources. Economic and psychological factors can impact counseling and psychologically influence accessibility, affordability, and service delivery.
​
Competitive Analysis:
My competitor is the University Health Center. It positions itself as a one-stop solution for
students’ health and wellness needs. They are offering integrated physical and mental health
services. They differentiate themselves by providing personalized care plans tailored to each
student’s unique needs, focusing on holistic well-being beyond just medical treatment. They
offer various programs and services, including primary care, mental health counseling, health
education workshops, wellness programming, and preventive care initiatives. They also partner
with external specialists for specialized care, ensuring comprehensive support for students’
health concerns.
​
​
Marketing Tactics
Tactic: Target Ads on Instagram and Facebook
-
Run a series of ads focused on mental health awareness, tips for stress management, and information about the available counseling services. Use engaging visuals and messages that resonate with student needs.
-
This tactic is appropriate because social media platforms are widely used by college students. It will build awareness around mental health support services. Ads can also allow me to reach students who may need these services most. Tactic Host mental health awareness workshops, stress-relief events during finals or open counseling sessions.
-
Organize in-person events where students learn about coping mechanisms, time management, and self-care. These events could include guest speakers, meditation sessions, or information on how to access counseling services.
-
This tactic is appropriate because engagement allows students to experience the supportive environment counseling offers. Events also help to remove mental health care, encouraging more students to seek help.
-
Tactic : Recruit and train student ambassadors to promote service.
-
Student ambassadors would be trained to inform peers about counseling services, answer general questions, and encourage event attendance.
-
They can also share personal stories, distribute materials, and advocate for mental health on social media.
-
This tactic is appropriate; peers are often more trusted, making ambassadors effective in promoting mental health services. Their relatable approach can break down barriers and increase students’ comfort in seeking help.
-
Tactics:Regular mental health tips and resource newsletters to students.
-
Send out a bi-weekly newsletter with mental health tips, event notifications, and reminders of available resources. Ensure emails are brief and visually engaging with links to quickly access counseling resources.
-
Email remains a direct and personalized channel. Regular communication keeps mental health resources in mind and can reach students who might not be active on social media.
-
Tactic: Create a dedicated mental health resource webpage with FAQs, resource guides, and appointment booking options.
-
Enhance the counseling service page with resources like self-help guides, stress management tools, and videos. Make appointment scheduling intuitive and have quick access to FAQ.
-
Many students prefer private, self-guided resources before seeking one-on-one help. A well-organized website can provide immediate support and make it easier for students to book a session for the first time.Tactic: Flyers and Poster in high-Traffic Area like common area, dorms and dining halls.
-
Use attention-grabbing posters with supportive messaging and QR codes for easy-to-use counseling service websites. The posters can feature powerful testimonials or quotes from students who've benefited from counseling, inspiring others and hope about the effectiveness of the services.
-
Visual reminders in common spaces reach students during everyday activities and normalize the presence of mental health support, reinforcing the message that help is available and accessible.