KENNESAW STATE UNIVERSITY COUNSELING PSYCHOLOGICAL SERVICES Secondary Research

KENNESAW STATE UNIVERSITY COUNSELING & PSYCHOLOGICAL SERVICES

Secondary Research

Client Background ● Services are free to students and is included in the $51 student health fee ● Non-profit ● Provides supportive learning environment ● Many services catered to students needs ● 4 Licensed psychologists and 9 licensed counselors

Website Audit Strengths ● Easily found ● Well organized ● Information tailored to users ● Easy read ● Informative ● Formatting Weaknesses ● Lacks liveliness/interaction ● Graphics

Social Media Audit Strengths ● Organized, substantial information was provided, easy to follow ● Photos and videos were included ● Updated frequently Weaknesses ● Different cover photo ● More detail about programs ● More likes

Social Media Audit Strengths ● Similar to Facebook ● Decent amount of information ● Implemented social media contests Weaknesses ● More followers ● Different cover photo

Strengths Counseling & Wellness Center ● Strong mission statement, as well as a multicultural mission statement. ● One of their main focuses is on the diversity at the campus and how to help students act with respect and integrity, and to foster inclusion in their everyday lives. ● Successful campaigns ● Group therapy ● AWARE - undergraduate ambassador program designed to establish a campus environment that supports healthy lifestyles, mental health awareness and emotional and physical wellness throughout outreach initiatives ● ASPIRE - program designed to help African American/Black, Hispanic/Latino and first generation students with academic stress.

UGA: Counseling and Psychiatric Services ●Individual ●Group and couples counseling: unstructured groups, and workshops ●Psychological ●Psychiatric ●Crisis testing services: evaluation, and monitoring intervention ●Outreach programs: mental health workshops ●Consultation services

SWOT Analysis

Strengths ● Free services ● Wide variety of services ● Website is consistent with purpose ● Services are clearly listed on website ● Practicum/interning training program ● Clinical workshop series

Weaknesses ● Relatively unknown on campus ● No defined mission statement ● Social media outreach lacks focus/ direction ● Lack of interaction on social media ● No internal addiction therapy programs ● Inability to diagnose ● Inability to prescribe medication

Opportunities ● Improve social media presence and following. ● Improve website. ● Push services during orientation, first week of school, midterms, finals week. ● Create partnerships with other KSU organizations that also promote health. ● Use KSU media to promote services. ● Create public opinion polls and surveys.

Threats ● Fear of running into classmates/ friends. ● Students who live off-campus may not consider it a convenient option. ● Inability to diagnose psychological disorders. ● Issue with a counselor. ● Violation of FERPA or HIPPA. ● Inability to prescribe medication.

Problem Statement The Counseling and Psychological Services at KSU (CPS) has an organized and effective program that offers many private and group therapy services to KSU students at no cost. Some of these services include couples counseling, gender/ sexuality counseling, stress management courses during finals, and test-taking anxiety tips and programs. The CPS staff consists of licensed counselors and specialists that have the training and expertise to help those students at KSU seeking psychological assistance. Although CPS offers many beneficial programs for KSU students, very few actually know about this organization.

Key Publics, Goal, Objectives and Messages

Key Publics Secondary Primary ● Kennesaw State University students on ● Faculty: (secondary, external, inactive) the Kennesaw and Marietta campuses: ● Kennesaw State University Student Health Services employees: (secondary, external, (primary, external, inactive) ● At-risk students: (primary, external, inactive) ● Freshmen and transfer students: (primary, ● ● Dr. Betty L. Siegel Student Recreation and external, inactive) Activities Center employees: (secondary, Nontraditional and commuter students: external, inactive) (primary, external, inactive) ● Kennesaw State University Athletics International students: (primary, external, Department employees: (secondary, inactive) external, inactive) ● Club athletics employees: (secondary, external, inactive) ● Owls Nest employees: (secondary, external, inactive)

Goal To increase awareness of the services provided by Kennesaw State University’s Counseling and Psychological Services.

Objectives ● To increase website traffic from key publics to the Counseling and Psychological Services’ website by 20 percent by Aug. 31, 2016. ● To increase followers of Counseling and Psychological Services on social media platforms from key publics by 50 followers/likes per month by Aug. 31, 2016. ● To increase awareness of services offered by Counseling and Psychological Services among Kennesaw State students by 30 percent by Aug. 31, 2016. ● To have at least one new partnership from a secondary public on the KSU campus by Aug. 31, 2016.

Key Message Kennesaw State University’s Counseling and Psychological Services provides a variety of services to help KSU students, on both the Kennesaw and Marietta campuses achieve success. From personal counseling, academic and career counseling to case management, eating disorder and body image issues, CPS’s services are designed to help students understand themselves better, improve their academic performance, and make healthy and satisfying life choices. Positive mental health is central to overall wellness. It bolsters academic success and personal development, so students can be happy, healthy, and successful.

Tagline Your happiness. Our mission.

Partnerships Strategy & Tactics

Partnership Strategy Description: Our team recommends that the client send letters detailing the benefits of partnering with the CPS organization to the following organizations: Fraternity and Sorority Life, Student Government Association (SGA) and Faculty Senate. The team also recommends that the client host a Meet and Greet for each of the said publics. Objectives addressed: ● To increase website traffic from key publics to the Counseling and Psychological Services website by 20 percent by August 31, 2016. ● To increase followers of Counseling and Psychological Services on social media platforms from key publics by 50 followers/likes per month by August 31, 2016. ● To increase awareness of services offered by Counseling and Psychological Services among Kennesaw State students by 30 percent by August 31, 2016. ● To have at least one new partnership from a secondary public on the KSU campus by August 31, 2016.

Letter to Greek Life Presidents Timeline: ● August 3, 2015 - Review letter Prototype to make sure it’s still accurate. ● August 5, 2015 - Email letter Office of Fraternity and Sorority Life Director. ● September 18, 2015 - Follow up Budget: $0

Letter to SGA Timeline: ● August 3, 2015 - Research date of the 1 st fall semester SGA meeting/Review letter prototype to make sure it’s still accurate. ● August 5, 2015 - Email letter to SGA Director and Office of Fraternity and Sorority Life Director. Budget: $0

Faculty Senate Letter Timeline: ● Aug 3, 2015 - write letter to KSU Faculty Senate and include syllabi blurb for faculty. ● August 5, 2015 - Send letter to KSU Faculty Senate President. Budget: $0

Meet & Greet Sit and Hoot Awhile Timeline: ● August 10, 2015 - Begin planning for Meet & Greet to be held on September 4, 2015. ● September 4, 2015 - Meet & Greet Gathering ● September 18, 2015 - Send a follow-up email regarding potential partnerships. Budget: $100

On-Campus Promotional Campaign Strategy & Tactics

On-Campus Promotional Campaign Description: Our team recommends that the client engage in constant on-campus promotional campaigns. These campaigns can include interesting facts, events, or promotional merchandise for CPS. Objectives addressed: ● To increase awareness of services offered by Counseling and Psychological Services among Kennesaw State students by 30 percent by August 31, 2016. ● To increase followers of Counseling and Psychological Services on social media platforms from key publics by 50 followers/likes per month by August 31, 2016. ● To increase website traffic from key publics to the Counseling and Psychological Services website by 20 percent by August 31, 2016.

Workshops Press Release Tactic ● Create a CPS press release focusing on the workshops and events offered over the course of the semester. ● Notify students when & where the events will take place, as well as the topics covered during each workshop. Timeline & Budget ● Timeline: August 25 -August 31 ● Budget: $0

Eye-Catching Posters Tactic ● Create eye-catching posters to post around the Campus Green. ● Include information on the posters about CPS in general as well as the services offered in fun and lively wording. Timeline & Budget ● Timeline: August 1, 2015 -August 1, 2016 ● Budget: $150

Fact Sheet Tactic ● Create a CPS fact sheet that outlines the services that are offered. ● Include information on the events and workshops that are hosted by CPS throughout the semester. Timeline & Budget ● Timeline: August 21 -August 31 (Fall Semester) and January 11 -January 21 (Spring Semester) ● Budget: $0

Yoga De-Stress Event Tactic ● Host a midterm/ finals Yoga De-Stress Event on the Campus Green. ● Use the event to teach students stress-handling techniques during exams while also spreading awareness of CPS. Timeline & Budget ● Suggested dates: September 23 (Fall Midterms) and April 20 (Spring Finals) ● Budget(s): $540

Yoga De-Stress Press Release Tactic ● Create a press release focusing on the Yoga De-Stress Event during Fall midterms/Spring finals. ● Notify students when and where the event will take place. ● Provide information pertaining to reducing stress and the benefits of CPS. Timeline & Budget ● Suggested distribution date: August 15 (Fall midterms) and April 5 (Spring midterms) ● Budget: $0

Health Clinic Fliers Tactic ● Create and post flier in the Well. Star Medical Group KSU Health Center to draw students attention to the benefits of the CPS’s group counseling programs. ● Create and post flier in the Well. Star Medical Group KSU Health Center to alert students of how they can seek help during the stresses of finals week and new school semester. ● Create takeaway pamphlets for students to learn more about the benefits of CPS’s services, as well as their hours of operation, etc. Timeline & Budget ● Suggested dates: August 7 (Fall semester), December 9 (Fall finals), January 9 (Spring semester). ● Budget: $125

Gym Fliers Tactic ● Create a flier for the gym that makes a connection with overall health, mind and body while promoting all of CPS’s services. ● Create a flier for the gym that encourages students to seek group counseling. ● Create an announcement to be seen on all KSU televisions. This announcement will focus on CPS’s workshops and when they will be available. Timeline & Budget ● Timeline: August 2015 - August 2016 ● Budget: $100

PR Booth Plan Tactic ● Update all booth material. Create a tri-fold with information about the services that CPS offers for 2015 -2016. ● Be present at all campus events that CPS could have an information table at. Target most events where freshmen will be present. ● Be sure to train all CPS staff members and interns about the main services of the year and be clear on the message that CPS wants to relay to students. Timeline & Budget ● Timeline: August 2015 - May 2016. ● Budget: $90. 99

Improve Online Presence Strategy & Tactics

Improve Online Presence Description Our team recommends the client actively engage on social media websites on a regular basis. Objectives ● To increase website traffic from key publics to the Counseling and Psychological Services website by 20 percent by August 31, 2016. ● To increase followers of Counseling and Psychological Services on social media platforms from key publics by 50 followers/likes per month by August 31, 2016. ● To increase awareness of services offered by Counseling and Psychological Services among Kennesaw State students by 30 percent by August 31, 2016.

Email Blast Campaign Tactic Create bi-monthly email blast campaign in order to reach out to KSU students and faculty to raise awareness of workshops and group sessions offered by CPS. Timeline & Budget ● Timeline: August 7, 2015 - August 25, 2016 ● Budget: $0

Facebook Contest Tactic KSU students will share their personal study tips via Facebook: ● Will encourage students to interact with the CPS Facebook page. ● Students will learn more about UTurn Academic for Academic Success workshops. Timeline & Budget ● Timeline: September 1, 2015 - September 24, 2015 ● Budget: $75. 00

Flyer Distribution Tactic Create flyers to promote social media accounts and the CPS website. The flyers can be passed out on campus or printed in different sizes to be displayed around campus to promote awareness. Timeline & Budget ● Timeline: August 7, 2015 - August 25, 2016 ● Budget: $50. 00

You. Tube Channel Tactic CPS will release a monthly video to provide students with tips and tricks that help them promote a healthy mental wellness. These videos will ultimately accumulate to create a resource library for students in need. Timeline & Budget ● Timeline: August 7, 2015 - July 29, 2016 ● Budget: $0

Buzzfeed Campaign Tactic Create one to three Buzzfeed community articles containing gifs that offer suggestions for students to help reduce their stress levels during critical times of the semester. The articles will also offer comic relief in the hopes of going viral. Articles will promote CPS and increase online interactions with key publics. Timeline & Budget ● Timeline: August 25, 2015 - April 25, 2016 ● Budget: $0

Monthly Blog Post Tactic Write and post monthly blogs in order to keep KSU students and faculty updated and informed with what is going on at CPS, such as monthly group therapy session topics, information on upcoming events and advice from counselors on how to overcome obstacles. Timeline & Budget ● Timeline: August 15, 2015 – August 15, 2016 ● Budget: $18. 00/year for Word. Press domain registration

Social Media Calendar Tactic Another tactic we suggest is to create a social media content calendar that keeps scheduled posts organized, guarantees timely posting and maintains consistency with tactics 1, 2, 3, 4, 5 and 6. Timeline & Budget ● Timeline: August 1, 2015 - August 31, 2016 ● Budget: $0

Evaluation

Evaluation Objective 1 To increase website traffic from key publics to the Counseling and Psychological Services website by 20 percent by August 31, 2016. ● Measure home page traffic on a yearly basis ● Measure event page traffic on a monthly basis Objective 2 To increase followers of Counseling and Psychological Services on social media platforms from key publics by 50 followers/likes per month by August 31, 2016. ● Measure Twitter followers and Facebook likes on a monthly basis

Evaluation Objective 3 To increase awareness of services offered by Counseling and Psychological Services among Kennesaw State students by 30 percent by August 31, 2016. ● Measure number of people who attend events and workshops on a monthly basis ● Measure home page traffic on a yearly basis Objective 4 To have at least one new partnership from a secondary public on the KSU campus by August 31, 2016. ● Measure number of partnerships and potential partnerships gained on a yearly basis

Thank You!