Campaigns Book

D
G
Desk | Group
Fall 2014 PR Campaign:
The University of Southern Mississippi
Student Counseling Services Center
DeAnza Collins | Elise Coston | Sharley Hamm | Kiana Patrick
Table of Contents
Meet Desk Group...

Executive Summary...
Overview...
Problem...
Problem Goal...
Target Audience...
Key Objectives...
Budget...
Evaluation...
Situational Analysis...
Problem Statement...
Key Messages...
SWOT Analysis...
Organization Backgrounder...
Research Summary...
Secondaey Research...
Web Materials...
Similar Serv. & Relevant Mat. ...
Print Material Sum...
Primary Research...
Survey...
Interviews...
Focus group...
Ethnography...
Objectives, Strategies, Tactics...
Recommended OSTs...
Social Media...
Social Media Plan...
Special Events...
Special Events Evaluation...
Media Kit...
DeAnza Collins
Meet Desk Group

After graduating from the Mississippi School for Mathematics & Science in 2009,
DeAnza Collins began her collegiate studies as a Sociology major at the University of
Southern Mississippi. However, she longed to enjoy both her passion for people and writing.
Today, she finds herself combining both loves as a Public Relations major at the
University of Southern Mississippi. She joined the Public Relations Student Society of
America Chapter at the University of Southern Mississippi shortly after changing her major
to Public Relations. Now, she serves as the Public Relations Director of PRSSA at USM for
the 2014-2015 academic year. Since her immersion into the pr world, she has added several
publications, scriptwriting, social media management, and event planning to her resume.
She currently works as a marketing intern for Aramark at the university as well as
a direct care worker for Ellisville State School. She hopes to join the 2015 Aramark A2L
management class after graduation in December 2014.
Hattiesburg native Elise Coston is a senior Public Relations major with a minor in Spanish
at the University of Southern Mississippi (USM).
While attending USM, her thirst for knowledge about PR grew, so she became an active
member in the Public Relations Student Society of America (PRSSA) chapter. Elise also
interned with Pearl River Community Colleges PR department, and had her first feature
article published by the Hattiesburg American and Impact newspapers. She is passionate
about her PR career and does graphic design and freelance work for local businesses. Elise
has been a martial arts practitioner for 7 years and was a traveling martial arts instructor to
destinations such as: Trinidad and Tobago, Dominica, Canada, and various cities throughout
the U.S. She also enjoys singing, writing music, and spending time with friends and family
After graduation, Elise plans to continue her passion for PR, finding a job within the field
that requires travel.
Elise Coston
Sharley Hamm
Meet Desk Group

Sharley Hamm is a senior at The University of Southern Mississippi majoring
in Public Relations and minoring in Sociology. She is from Stringer, MS. Hamm is an
alumna of the Alpha Omicron Chapter of Phi Mu. During her time with the sorority,
she served as the Public Relations and Alumnae Communications Coordinator. For
the past three years, she has been a public relations intern for College Lifestyles
magazine and is currently the team leader. Hamm has also interned for the College of
Arts and Letters at USM. In 2012, Hamm was crowned Miss Jasper County Hospitality
and competed at the state pageant. She now serves as the Jasper County pageant
director. After graduation, Hamm plans to obtain a masters degree.
Kiana Patrick is a senior Public Relations and Marketing major at the University of
Southern Mississippi. Kianas minor area of studies is Sports Management. While at Southern
she has received the Luckyday Scholarship, on the basis of community services, and
Mississippi Power Scholarship, based on academics and assisted need.
Kiana enjoys helping others and continually accepting challenges that will help her
grow as a person. On campus, she is the Senior Vice President of Professional Fraternity,
Delta Sigma Pi. As senior Vice President she is accommodating her professional growth
needs as well as recruiting other students who are seeking the same thing.
After graduation this fall, Kiana plans to maintain her management position at Bath and
Body Works until she can obtain a job in within her field. She is also considering attending
returning to Southern to obtain a Psychology degree.
Kiana Patrick
Overview:
Executive Summary
The Desk Group will develop and implement an inclusive public relations plan and timeline that will be
implemented by a strategic budget that we have created. Our aim is to ultimately increase overall brand
awareness of the Student Counseling Services Center at the University of Southern Mississippi. We have
implemented strategies that will gage current perceptions and increase positive recognition of the centers enthusiasm and efforts in student support services.
Problem:
Research shows 1 in 4 student across the nations college campuses, is dealing with a mental well-being
condition, that they should be seeking help for. The greatest factor of students not seeking counseling
is the fear of possible peer judgment. Research shows there is a stigma still currently attached to counseling. In efforts to shatter the old-school mentality and thinking, our goal is to increase the overall understanding of counseling within our brand awareness campaign for SCS. Synonymous with the current
stigma attachment, is the lack of visibility and awareness amongst freshman and commuters of the SCS
center.
Problem Goal:
The goal of the SCS awareness campaign is to promote action among students to utilize the center if
needed. We aim for students to have full understanding that all 8 sessions are free, with a possibility of
free added sessions, if needed. SCSs accessibility will be the emphasis when placed in any informational
marketing items, media, social media platforms and special event promotions. This will aid in increasing
the student bodys knowledge of the SCSs services, registration steps and location.
Target Audience:
Executive Summary
Our target audience chosen amongst the student base was first-year freshman students and commuters.
Freshman and commuter students perception of the SCS center was unknown thus far. There is a
strong correlation of stress with first-year freshman and commuting students. Stress factors of firstyear freshman being the uncertainty and transitioning period from high school to college. Commuters
have a tendency to interact with others only during their time on campus for classes. Thus our research
concluded that less student involvement links with less peer interaction, causing more stress to
commuters than students living on campus.
Key Objectives:
Increase SCSs brand recognition and services by (25%) among USM students, between August 2014
December 2014.
Decrease stigma attachment to counseling services and mental wealth concerns by increasing a
positive perception overall between August 2014 December 2014.
To increase student activity and engagement of SCS through their main website, social media platforms
and gain more support for other future partnerships between August 2014 and December 2014.
Budget:
Executive Summary
The SCS awareness campaign expenses approximately equal $250. All funds were set aside
to provide accurate spending room and cover any incurred or projected costs. In utilizing
our efforts, all increased funds, donations and profitable partnerships will be a pure profit
gain to benefit SCSs center.
Evaluation:
To evaluate the effectiveness of our implemented objectives, we have created pre and
post surveys for students to take at our special events on campus. We will then analyze and
compare data of our reports taken before and after the awareness campaign. Facebooks
analytics will also be used in evaluating the efficiency of social media usage in disseminating
information to students before and after each special event.
Executive Summary
Situational Analysis
The University of Southern Mississippis Student Counseling Services wants to raise

awareness about its program and services, set its services apart from similar services on
campus and help students break away from the negative connotations associated with
therapy and counseling.
Problem Statement
When it comes to The University of Southern Mississippis counseling services, we have
identified two problems. The first problem is students are reluctant to go to utilize SCS and
its services because of the negative connotations associated with counseling and mental
health. The second problem is that students cannot distinguish between the four different
counseling options offered by Southern Miss.
Key Messages:
Erase the Stigma.
Its Your Life. Take Control.
Strengths
SWOT Analysis
On campus
Professional staff
8 free and confidential sessions
SCS staff is aware of weaknesses and
eager to make improvements
Website offers a comprehensive list of
mental disorders.
Moving into a larger and more confidential
location
Weakness
Students arent aware of location

Outdated website
Little awareness among students
Limited funds
Limited counselor availability
Lack of understanding of diverse culture of
student body
Lack of peer groups for those not needing
individual help
Not reaching the right students
No transition for those students who are
fearful of ending their sessions
Difficulty in reaching commuters and those
not actively involved on campus
Identity confusion with other services on
campus
Overall student perception unknown
Opportunities
SWOT Analysis
Local media coverage

The Student Printz
Hattiesburg American
Create a social media presence
Facebook
Twitter
Partnership Opportunities
Payne Center
Community Counseling and
Assessment Clinic
Counseling Psychology Program
Student organizations
Southern Style
GEWW Crew
Athletics
Eagle Dining
Work in conjunction w/payne center:
Health Expo
Womens self defense expo w/ mental
wellness awareness
Threats
Commuters utilizing other counseling

services off campus
Students confusion of the multiple
counseling opportunities on campus
Students misunderstand purpose of SCS
Counseling stigma
Organization Backgrounder
The Student Counseling Services counselors strive for high success rates by working together on each case to
ensure each client receives the most advantageous, client-centered care possible. The centers client-centered values
reflect its mission statement which is as follows:
Student Counseling Services provides quality services to Southern Miss students by promoting sound mental
health and the coping skills necessary for successful pursuit of their educational and life goals. As mental health
professionals, we work in a spirit of collaboration within the Division of Student Affairs to support individual
responsibility, personal growth, and wellness of all members of the student body.
The Student Counseling Center is staffed by seven licensed professionals. The SCS team is committed to providing a
comfortable atmosphere to ensure students can learn coping skills beneficial to their academic, personal and professional
success. Discrimination of any kind is prohibited and each session and all personal information remains confidential.
The center is located on the second floor of Kennard-Washington Hall in suite 200. It is open Monday through Friday
8 a.m. to 5 p.m. In the event of a mental health emergency, students can receive immediate attention from the triage
counselor but are otherwise advised to schedule an appointment for a session.
Sessions normally range between 45-60 minutes at a time. Students, both part-time and full-time undergraduate
and graduate students, are allotted eight sessions. After the eighth session, the need for additional meetings will be
determined. For emergencies outside of the offices normal business hours, a twenty-four hour call number is available.
For persons seeking additional information about the Student Counseling Center, the official website features a
common list of mental health disorders and descriptions, staff profiles, contact information, confidentiality statements and
additional resources.
The Student Counseling Center also seeks out opportunities that will increase brand awareness throughout the
Southern Miss campus.
In the previous fall semester, The Student Counseling Services hosted a Stress and Anxiety Reduction Fair for the
students. The event included free, quick massages for the students and a puppy adoption/playzone. During the Fall 2014
semester, Desk Group will assist the center with planning and implementation of stress and anxiety events featuring stress
management tips. Next spring, the center will be hosting a Walk A Mile in Our Shoes event focusing on sexual assault
awareness.
RESEARCH SUMMARY
In our combined abstract of secondary research, we concluded findings that yielded similar
information regarding stress incurred by first-year freshman and commuters. To strengthen
our secondary research findings, we conducted primary research to delve deeper into the
Student Counseling Services Center brand awareness or lack thereof. By using primary
research, we were able to gauge current perceptions of the SCS center as well as the
possible stigma attached to counseling. Therefore, our primary research was used to
assess what special event implementation would best fit our brand awareness and positive
perception campaign.
Web Materials
Its OK to relax: Ways to

beat stress
Secondary Research
11/28/2014
Its OK to relax: Ways to beat stress - Student Printz
Its OK to relax: Ways to beat stress

Featured
September 26, 2013
Article published in
September 2013 featuring
Student Counseling
Services
http://www.studentprintz.com/okrelax-ways-beat-stress/
Its no secret that college is stressful. With a
combination of classes, work and on-campus
involvement, the average college student has a lot
on his or her plate. Throw in money problems, allnighters and a steady diet of Dr. Pepper and
ramen noodles and students have a disaster on
their hands.
Michael Kavitz/Printz
When Im stressed, I get tense, and when Im
tense, I get irritable, said Amy Ball, a junior
anthropology major. I take a hot bath, drink some tea and read something just for fun. That
helps.
Mya Kennedy, a sophomore psychology major, said shes feeling the stress. Because she is an
Army cadet, her recent knee injury threw a wrench in her plans.
Im trying to get my GPA up, pass my PT test its so hard when youve got all this going on
and you dont know what to do. It hurts, but I dont want to quit. Kennedy hasnt sought
counseling beyond medical care for her injury. It probably could help, she said, but I dont have
time to do it.
Licensed Masters Social Worker Portia Granger is a counselor at The University of Southern
Mississippis Student Counseling Services. Shes watched students crumble from stress.
http://www.studentprintz.com/ok-relax-ways-beat-stress/
1/2
Secondary Research
Similar Services & Relevant

Materials
Students ood college counseling ofces
Students flood college counseling

offices
Article/video published on USA
Today about the increase in college
students utilizing counseling
services on campuses across the
country
Xavier University student Kaela Allton is president of Active Minds, a student- run organization to combat the stigma of mental illness. She talks about her own battle with
depression. The Cincinnati Enquirer
http://www.usatoday.com/story/
news/nation/2014/04/07/collegestudents-flood-counseling-
Cliff Peale, The Cincinnati Enquirer
7:40 a.m. EDT April 7, 2014
Hidden among the record numbers of students on college campuses is one secret in plain sight: Nearly one in
every 10 students is getting mental health counseling on campus
(http://www.cincinnati.com/story/news/education/2014/04/05/students-flood-college-counselingoffices/7372105/).
Counselors say the demand for their services often offered free or at a nominal price is at a record high
this year and the illnesses they are treating are more serious, often including prescriptions.
(Photo: The Enquirer/ Liz Dufour )
"The mental health common cold for this generation of students is anxiety disorder, whereas for previous
generations it was depression," said Kip Alishio, director of student counseling at Miami University.
Students visiting Xavier University's Counseling Center have increased about 20 percent this year, compared to a year ago, and XU spends about
$300,000 a year on counseling.
The onslaught of mental health issues threatens to engulf a generation: Nearly half of college students say they have felt so depressed in the past year it
was difficult to function, and two-thirds of those who need help don't get any, the national student organization Active Minds reports.
That can lead not only to suicides 1,100 by college students last year, Active Minds says but a flood of other issues. In this region, colleges such as
Northern Kentucky University and Miami University report serious incidents, such as attempted suicides or threats of violence against others, more than
once a week.
Kaela Allton, president of the Active Minds chapter at Xavier, was diagnosed with clinical depression before arriving at XU and has participated in
counseling there, although she currently is not in counseling.
"I had no idea what (depression) meant, other than I felt terrible," said Allton, a junior from Ashland.
Secondary Research
Similar Services & Relevant

Materials
To Fight the Stigma Around
Mental Illness, A Student Shares
Her Story
A University of Wisconsin
student shares her battle with
mental illness to help others.
http://www.huffingtonpost.
com/2014/05/13/stigma-mentalillness_n_5315778.html
Print Material Summary of Findings
Newspaper and Magazine Articles
Practicing de-stressing techniques, staying hydrated, eating healthy and remaining

positive are ways to reduce anxiety and stress.
Academic Journal Articles
There is a strong correlation between stress and the academic lives of college students.
The idea of a traditional student has evolved.
Students begin feeling stressed about college before it even begins.
Stress intensified due to balancing ones self, work, family, and social life.
Stress changes both body and mind.
Overall health and wellness are compromised due to stress and responsibilities.
Regular cardiovascular exercise is proven to reduce stress and its side effects.
Unhealthy anxiety is caused due to changes in routines, added responsibilities, and a
change in lifestyle.
Reasons for underutilization of services varied, but included: lack of awareness and
a perceived lack of need, lack of culturally appropriate services and mistrust of
predominantly White service providers by ethnic minority students.
First-year Freshman have a tendency to feel overwhelmed during the transition from high
school to college life
Commuters are less likely to be involved in on-campus groups and activities, less peer
involvement, equaling more stress
Surveys
Objectives:
-Gather information about SCS
center usage and accessibility from
first-year freshman and commuters
currently attending the University of
Southern Mississippi
-Secondary information indicated
a stigma still associated with
counseling
-Seek the general perception of SCS
center among current students
Primary Research
Strategies:
Surveys were created through
surveymonkey.com and
disseminated online through a social
media platform, Facebook.
Participants could share the survey
unlimitedly with others
Tactics:
Participants only had on average 25
questions, including demographics
FINDINGS:
The majority of participants were commuters with the rest being freshmen
All answered that they did not know where SCS was located but had heard of it
All answered they did not know how to access information about SCS or where it was located
All agreed that there is a present stigma placed on counseling
General confusion about differentiating services between the Student Counseling Services Center, Psychology Clinic
and Community Counseling and Assessment Clinic.
Survey helped to increase overall awareness in survey takers
Focus Groups
Primary Research
Focus groups were used in our primary research findings to collect information from commuter and freshman students.
Each participant willingly participated and gave insight into implementing the best methods for increasing brand
awareness. The focus groups general findings were in promotional marketing items for the SCS center, such as:
Place flyers and brochures on the billboards placed in each of the buildings on campus
Freshman students have a greater need of counseling due to the stresses and newness of the college experience
Hosting an event that involves student interaction, that students would be interested in attending to promote counseling
services would be beneficial
Place flyers on posts on Highway 49 within a 2 mile radius that lists the main information about the counseling center
Make sure that the multiple counseling options on campus are differentiated to freshmen at orientation
Half had previously received counseling
Confirmed counseling stigma
Anti-stress event was said to be a helpful idea.
Exercising was unpopular among students.
Poor eating choices were due to lack of time.
Snapchat and Instagram ranked most popular among social media.
USM emails are most likely ignored.
Depression was a common response to: Counseling is...
75% would like to learn how to handle stress effectively
Ethnography
Primary Research
In combining information gathered from each of our ethnographies, there were similar findings amongst our target
audience, students currently enrolled at USM. Each member from DESK Group assessed students in different locations in
finding accurate reportings for research use. General consensus findings were as follows:
Students were constantly on their cell phones even when in the company of their friend or significant other.
Students often sat together but rarely engaged in conversation due to being highly engaged with their phones.
Most students were texting or browsing social media via their cell phones.
Students were generally unaware of their surroundings.
During conversation, most students spoke to each other about how stressful school was, how difficult an assignment
was or something in their life that was bothersome to them.
Most students kept their headphones in, even when in the presence of a friend or friends.
Cell phone use and social media interaction invades daily life and functions.
Students are highly engaged in their cell phones.
Conversation is limited due to cell phone use.
Students commonly travel in groups of two or more.
Low amount of interaction between friends
Interviews
Primary Research
As each of interviewed a specific person from our target audience, we are able to ask in-depth questions. Each question
was in relation to the Student Counseling Services Center, and the perception of the counseling center. Each piece of
information gathered from our interview aided in confirming our secondary research findings, as well as, our survey,
focus group, and ethnography findings. Each individuals perspective was different yet helpful in understanding how to
best reach all audiences. Thus are the findings from the interviews below:
There is not enough SCS brand awareness

Counseling still has a stigma
Incorporating an anonymous chat online with counselors would be useful.
Creating a social media presence for SCS, i.e. Facebook, Twitter, Instagram is needed
There is a large need to update the SCS website, especially current events and news.
Post flyers and posters around town close by, or in restaurants close by campus that students frequently visit
Counseling was a popular idea.
Said a lot of their friends would be against counseling
Flyers are effective promotional tools.
Those living on campus have an advantage about receiving information.
Anti-stress events would be helpful.
Statistics are effective in getting attention.
Swag and giveaways are effective in getting participants.
Objectives, Strategies, Tactics

(OSTs)
Stigma
Objectives
Awareness Objective: To help USM students

understand the value of counseling
Research Rationale: Primary and secondary
research revealed that the majority of students
place a negative connotation on counseling.
Information Objective: To provide USM students
with information on the positive effects of
counseling
Behavior Objective: To change USM students
perspective about seeking counseling
Brand
Awareness Objective: To increase SCS

awareness among USM students by 20 percent by
the spring
Research Rationale: Primary research revealed
that a large amount of students did not know
about SCS
Information Objective: To give students basic
information about SCS
that a large amount of students do not understand
SCS or its services as well as the difference
between SCS and the other counseling options on
campus
Objective: To increase the amount of SCS
appointments by 3 percent by the spring
that a large amount of students have not been to
the center but would be interested.
Option 1
Strategy 1:
Media Relations
Tactics:
-Monthly feature stories/
editorials in The Student
Printz
-Events advertised in The
Student Printz
-Events added to local
community calendars
-Press release for local
media regarding SCS
-PSA/advertisement on
USM radio
-2 interviews on WDAM
Evaluation Mechanisms
-Readership of local print
news
-Average amount of USM
radio listeners
-Average amount of
calendar views
-Time of day of WDAM
interview and average
amount of viewers
Strategies & Tactics
Strategy 2:
Social Media / Website
Strategy 3:
Special Events
Strategy 4:
Promotional Materials
Tactics:
-Weekly posts on
Facebook, Twitter and
Instagram featuring SCS
news, available services
and contact information
-PSA featured on the USM
YouTube account
-Updated website
-Option to schedule
appointments online
Tactics:
-Events focused on
building relationships and
increasing trust
-Informational booths at
any sporting or student
events
-Presentations to student
organizations
-Presentations or booths
at freshman orientation
-Partnership events with
other counseling services
Tactics:
-SCS brochures
-SCS posters
-SCS swag (ex. Magnets,
key chains, pens)
-Amount of social media
followers
shares, likes and views
-Increase in appointments
-Attendance
-Post event surveys
Option 1
-Amount of distributed
brochures
-Amount of posters
displayed across campus
-Amount of swag
distributed
Awareness Objective: Stigma
Objective: To help USM students understand the value of counseling

Research Rationale: Primary and secondary research revealed that the majority of
students place a negative connotation on counseling.
Strategy 1:
Media Relations
Strategy 2:
Social Media
Strategy 3:
Special Events
Strategy 4:
Tactics:
-Editorial in The Student
Printz
-Feature story in The
Student Printz
Student Printz
media regarding SCS and
its services
-PSA on USM radio
Tactics:
-Weekly posts on
Facebook, Twitter,
Instagram and Snapchat
featuring affirmations,
success stories, tips,
statistics and SCS info.
-PSA featured on
YouTube
Tactics:
-Tabling event that reveals
celebrities with mental
illnesses
-Presentation to BA
classes
-Facebook Affirmation
Challenge
Tactics:
-SCS brochures with
mental wellness info
-Erasers with tag attached
saying Erase the Stigma
and SCS contact info.
-Placement of editorial/
advertisements in
newspapers
radio listeners
followers
-Attendance
-Post event surveys
-Average amount of
challengers
Option 2
brochures
-Amount of erasers
distributed
Information Objective: Stigma
Objective: To provide USM students with information on the positive effects of

counseling
Strategy 1:
Media Relations
Strategy 2:
Social Media
Strategy 3:
Special Events
Strategy 4:
Tactics:
Printz
Student Printz
Student Printz
its services
-PSA on USM radio
Tactics
-Weekly posts on
Facebook, Twitter,
-PSA featured on
YouTube
Tactics:
illnesses
-Presentation to BA
classes
Challenge
Tactics:
-SCS brochures with
advertisements in
newspapers
radio listeners
followers
-Attendance
-Post event surveys
-Average amount of
challengers
Option 2
brochures
-Amount of erasers
distributed
Behavior Objective: Stigma
Objective: To change USM students perspective about seeking counseling

Strategy 1:
Media Relations
Strategy 2:
Social Media
Strategy 3:
Special Events
Strategy 4:
Tactics:
Printz
Student Printz
Student Printz
its services
-PSA on USM radio
Tactics:
-Weekly posts on
Facebook, Twitter,
-PSA featured on
YouTube
Tactics:
illnesses
-Presentation to BA
classes
Challenge
Tactics:
-SCS brochures with
advertisements in
newspapers
radio listeners
followers
-Attendance
-Post event surveys
-Average amount of
challengers
Option 2
brochures
-Amount of erasers
distributed
Awareness Objective: Brand
Objective: To increase SCS awareness among USM students by 20 percent by the spring
Research Rationale: Primary research revealed that a large amount of students did not
know about SCS
Strategy 1:
Media Relations
Strategy 2:
Social Media
Strategy 3:
Special Events
Strategy 4:
Tactics:
Printz
Student Printz
Student Printz
its services
-PSA on USM radio
Tactics:
-Weekly posts on
Facebook, Twitter,
-PSA featured on
YouTube
Tactics:
-Presentation to BA
classes
-Selfie tabling event
featuring a drawing for a
My Red Fusion gift card
Tactics:
-SCS brochures
-SCS posters
-SCS promotional napkin
inserts in The Fresh Food
Co.
advertisements in
newspapers
radio listeners
followers
-Attendance
-Post event surveys
-Average amount of
selfies
followers
Option 2
brochures
-Amount of posters
-Amount of erasers
distributed
Information Objective: Brand
Objective: To give students basic information about SCS

Research Rationale: Primary research revealed that a large amount of students do
not understand SCS or its services as well as the difference between SCS and the other
counseling options on campus
Strategy 1:
Media Relations
Strategy 2:
Social Media
Strategy 3:
Special Events
Strategy 4:
Tactics:
Printz
Student Printz
Student Printz
its services
-PSA on USM radio
Tactics:
-Weekly posts on
Facebook, Twitter,
-PSA featured on
YouTube
Tactics:
-Presentation to BA
classes
Tactics:
-SCS brochures
-SCS posters
Co.
advertisements in
newspapers
radio listeners
followers
-Attendance
-Post event surveys
-Average amount of
selfies
followers
Option 2
brochures
-Amount of posters
-Amount of erasers
distributed
Behavior Objective: Brand
Objective: To increase the amount of SCS appointments by 3 percent by the spring

Research Rationale: Primary research revealed that a large amount of students have
not been to the center but would be interested.
Strategy 1:
Media Relations
Strategy 2:
Social Media
Strategy 3:
Special Events
Strategy 4:
Tactics:
Printz
Student Printz
Student Printz
its services
-PSA on USM radio
Tactics:
-Weekly posts on
Facebook, Twitter,
-PSA featured on
YouTube
Tactics:
-Presentation to BA
classes
Tactics:
-SCS brochures
-SCS posters
Co.
advertisements in
newspapers
radio listeners
followers
-Attendance
-Post event surveys
-Average amount of
selfies
followers
Option 2
brochures
-Amount of posters
-Amount of erasers
distributed
RECOMMENDED OSTs
Information
Objectives
Objective: To maintain the progress and
implementations. SCS should also offer

an intern position to students with public
relations expertise
Research Rationale: Primary research
revealed that a large amount of students
did not know about SCS, had not yet been
but would or had difficulty distinguishing it
with other counseling options available on
campus.
Awarness
Objective: To maintain the progress
made by The Desk Group

Research Rationale: Primary research
revealed that a large amount of students
did not know about SCS, had not yet been
but would or had difficulty distinguishing it
with other counseling options available on
campus.
Option 1
Strategy 1:
Media Relations
Tactics:
Printz
Student Printz
community calendars
media regarding SCS
USM radio
news
radio listeners
-Average amount of
calendar views
amount of viewers

Strategy 2:
Strategy 3:
Special Events
Strategy 4:
Tactics:
-Weekly posts on
YouTube account
-Updated website
-Option to schedule
appointments online
Tactics:
-Events focused on
increasing trust
events
organizations
Tactics:
-SCS brochures
-SCS posters
key chains, pens)
followers
brochures
-Amount of posters
-Amount of swag
distributed
-Attendance
-Post event surveys
Option 1
Information Objective: Brand
Objective: To maintain the progress and implementations. SCS should also offer an
intern position to students with public relations expertise
Strategy 1:
Media Relations
Tactics:
Printz
Student Printz
community calendars
media regarding SCS
USM radio
news
radio listeners
-Average amount of
calendar views
amount of viewers
Strategy 2:
Strategy 3:
Special Events
Strategy 4:
Tactics:
-Weekly posts on
YouTube account
-Updated website
-Option to schedule
appointments online
Tactics:
-Events focused on
increasing trust
events
organizations
Tactics:
-SCS brochures
-SCS posters
key chains, pens)
followers
brochures
-Amount of posters
-Amount of swag
distributed
-Attendance
-Post event surveys
Option 2
Objective: To maintain the progress made by The Desk Group

Research Rationale: Primary research revealed that a large amount of students did not
know about SCS, had not yet been but would or had difficulty distinguishing it with other
counseling options available on campus.
Strategy 1:
Media Relations
Strategy 2:
Strategy 3:
Special Events
Strategy 4:
Tactics:
Printz
Student Printz
community calendars
media regarding SCS
USM radio
Tactics:
-Weekly posts on
YouTube account
-Updated website
-Option to schedule
appointments online
Tactics:
-Events focused on
increasing trust
events
organizations
Tactics:
-SCS brochures
-SCS posters
key chains, pens)
news
radio listeners
-Average amount of
calendar views
amount of viewers
followers
brochures
-Amount of posters
-Amount of swag
distributed
-Attendance
-Post event surveys
Option 2
SOCIAL MEDIA
@Desk_Group
Desk Group
Desk_Group
Desk_Group
SOCIAL MEDIA PLAN
SOCIAL MEDIA PLAN
SPECIAL EVENTS
Special Event 1
Name of Event: You Dont Have to Be In the Closet about Mental Health Issues
Primary Objective:
This special event hosted will be to promote brand awareness as well as incorporating our
secondary objective. Erasing the Stigma is our key message as we promote counseling
services to students.
Strategy:
Our group set up a portable closet in Shoemaker Square to engage students by showing
them pictures of famous celebrities with mental health issues and some without. We asked
students to guess which person has that specific disorder. Its erasing the stigma and
negative perceptions, by showing that having a mental health issue doesnt have one face.
In essence, they are still normal people whom society has thrown negative connotations
upon those whom receive counseling and counseling centers. We posted a sign up that says
Erase the Stigma.
Tactics:
Distribution of SCS promotional materials including pamphlets and de-stressing tips

Distribution of the Desk Groups event flyers
Engage students through celebrity pictures and interactive conversation
Explain that mental illness does not have one face
Special Event 2
Name of Event: Massage Giveaway for My RedFusion Massage

Primary Objective:
By offering a massage giveaway, we intend to increase the interaction between the Desk
Group and students as well as between SCS and students. Through this interaction, we hope
to gain awareness of SCS and its services.
Strategy:
We will set up a table in Shoemaker Square. Through the use of guerilla marketing, we will
attract students. Students will then be made aware of the My RedFusion massage giveaway
and asked to follow our social media platforms.
Tactics:
Distribution of SCS promotional materials including pamphlets and de-stressing tips

Distribution of the Desk Groups event flyers
Massage gift card
Candy bags
Promotion via social media
Table set up during a high traffic area and time period
Special Events Evaluation

Objective met: Awareness Objective increase of (25%) exceeded, by overall increase of (34%)
Rate: (5,112) Amount of Overall Student Population Reached/Total Student Body(14,845) = 34%
Special Event 1
(100) Overall Amount of Informational CS Brochures were

disseminated
(45) Overall Amount of Flyers created for SCS awareness
(124) Overall Amount of views of the Special Event created on
Facebook
(125) Overall Amount of Students reached through Instagram
(50) Overall Amount of Students reached through SnapChat
(125) Overall Amount of Students reached through Twitter
Special Event 2
(100) Overall Amount of Informational SCS Brochures were

disseminated
(45) Overall Amount of Flyers created for SCS awareness
(98) Overall Amount of views of the Special Event created on
Facebook
(125) Overall Amount of Students reached through Instagram
(50) Overall Amount of Students reached through SnapChat
(125) Overall Amount of Students reached through Twitter
Student awareness raised awareness about special event through pre-event posters in campus locations such as College
Hall and LAB by:
Average number of students in LAB weekly (7528)
Average number of students in College Hall weekly (1609)
Numbers are according to USM registrar class enrollment for buildings
Facebook Insights
for Special Event 1 reach
Flyer placed pre-event in the Fresh

Food Co. napkin holders reached
over (4000) students daily
Facebook Insights
for Special Event 2 reach
MEDIA KIT
Fact Sheet
The Student Counseling Services at The University of Southern Mississippi has been
serving undergraduate and graduate students since 1974.
SCS is located on the second floor of Kennard-Washington Hall in suite 200.
The SCS staff includes seven professionals.
SCS offers a full-range of counseling services to the student body, free of charge.
Services include assessments and crisis intervention as well as individual and group
counseling.
Regular office hours are Monday through Friday from 8 am to 5pm.
Each student is offered eight sessions. Further sessions are given as needed.
Each session lasts between 45 and 60 minutes.
Emergency counseling is available for instances that require immediate attention.
Otherwise, students are required to schedule an appointment.
The content of all sessions along with all personal information remains completely
confidential.
SCS will be offering anti-stress and anxiety events later this year.
SCS will be relocating by the summer of 2015.
Further information can be found online at www.usm.edu/student-counseling-services.
Editorial: Student Counseling Proves Beneficial
Speaking from the perspective of a college student, these four years have been challenging academically, socially and personally. We
are busy rushing to and from class. We balance school, jobs and social lives on small amounts of sleep. We struggle to focus while
the technology that surrounds us demands our attention. We attempt to live in the present while doing what is necessary to create a
stable future.
On any given campus, it is estimated that 12 to 18 percent of students have a diagnosable mental illness. An even larger percent
reports difficulty sleeping and high levels of stress and anxiety. Why are we avoiding the steps that can lead to a happier and healthy
lifestyle?
Counseling has been a sensitive topic across time. Negativity and shame have been placed on something that is very beneficial. It is
time that we rewire our thoughts and opinions so that we can help ourselves become the best that we can be. During such a fragile
and unstable time in our lives, college is certainly the opportunity for us to learn to manage our stress and become open to the idea
of receiving help to do so.
The University of Southern Mississippi provides a free counseling service to both its undergraduate and graduate students. The
Student Counseling Center is a gateway to diminishing stress and anxiety by learning coping mechanisms. Located in Kennard
Washington Hall, SCS is staffed by seven professionals who are eager to help all students live a healthy and productive life.
All students are offered eight sessions unless specifically granted more. Each session lasts between 45 and 60 minutes. While
appointments are necessary, emergency evaluations are available. All personal information and the content of each session remain
completely confidential. The SCS staff provides a comfortable environment where students are able to freely express themselves
and seek assistance in taking control of their mental health.
Counseling has proven to be very beneficial. It is a time to explore and understand your feelings and learn how to take control. While
the stressors in your life will remain, you will understand how to effectively sort through them. Reducing the stress in your life will
promote your overall wellness and happiness. You will be able to be the best version of yourself.
Receiving counseling is not a sign of weakness. Take pride in taking care of yourself both physically and mentally. Be in control of
your thoughts and feelings. The SCS staff has training that can assist you in doing so. Let go of the stigma and give counseling a
chance. Call 601.266.4829 to schedule your appointment at SCS.
Feature Story: Life Happens. Are You Ready to Talk

Life happens. It can interrupt our plans while adding extra stress and frustration to our already busy schedules. It can be extremely tricky trying to balance school,
work and personal life. Counseling has proven to beneficial in its efforts to reduce the amount of stress caused by our busy lives. Luckily for the students at The
University of Southern Mississippi, on campus counseling services are available to them at no charge.
The Student Counseling Services staff is available to assist all students with guidance and advice. Staffed with seven professionals, SCS is a place where you can
freely talk without judgment. The staff works together in order to ensure that each client receives the most appropriate and favorable treatment possible. All
sessions are completely confidential and last between 45 and 60 minutes.
Both group and individual counseling options are available. The group counseling can be extremely beneficial because students admit to feeling more comfortable
in the presence of their peers. Students also favor interaction with counselors outside of the professional environment. In order to meet this need, SCS is planning
an anti-stress event that will offer students helpful tips to managing and decreasing their stress.
Dr. Christopher Humpage, a psychologist who has been with SCS for two years, assures students that the Student Counseling Center has a lot for them to take
advantage of.
Im proud that we have grown our services to include a program of group counseling offerings and more outreach and education offering to the USM
community, Humpage said.
Present day students are faced with a variety of challenges from their education to job preparation. Students attempt to overcome these obstacles while baring
both financial and personal stress. Humpage explains that these interferences can lead to the development of depression and anxiety. The SCS staff strives to
provide students with strategies and coping mechanisms that can help positively impact their academic journey. The staff is hopeful that students will be able to
implement these strategies throughout their life.
We are flexible in our approach. We are compassionate and we are heavily invested in providing a high level of service, said Humpage. These characteristics are
vital in meeting the needs of a variety of student concerns.
The idea that counseling is limited to extreme mental disorders is a myth and a common misconception among college students. SCS seeks to diminish this belief
by helping students understand not only their own problems but also how to work through them.
Sometimes, clients need to examine how they think about a particular situation and I can just be a sounding board to reflect how they are thinking and feeling,
Humpage explains.
It is clear the SCS staff offers a wide range services without judgment or bias. All of the counselors, including Dr. Humpage, give each client the attention that they
deserve. They want students to have a positive outlook on life and a new found confidence and understanding. No problem is too big or too small. Give counseling
a try.
To schedule an appointment, call the Student Counseling Services office at 601-266-4829 or stop by the office in Kennard-Washington Hall, Suite 200. For more
information regarding SCS, their services or general mental health information visit www.usm.edu/student-counseling-services.

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Meet Desk Group...

Meet Desk Group

Meet Desk Group

The University of Southern Mississippis Student Counseling Services wants to raise

Students arent aware of location

Local media coverage

Commuters utilizing other counseling

Its OK to relax: Ways to

Its OK to relax: Ways to beat stress - Student Printz

Its OK to relax: Ways to beat stress

September 26, 2013

Similar Services & Relevant

Students ood college counseling ofces

Students flood college counseling

Cliff Peale, The Cincinnati Enquirer

7:40 a.m. EDT April 7, 2014

Similar Services & Relevant

Print Material Summary of Findings

Newspaper and Magazine Articles

Practicing de-stressing techniques, staying hydrated, eating healthy and remaining

Academic Journal Articles

There is not enough SCS brand awareness

Objectives, Strategies, Tactics

Awareness Objective: To help USM students

Awareness Objective: To increase SCS

Strategies & Tactics

Awareness Objective: Stigma

Objective: To help USM students understand the value of counseling

Information Objective: Stigma

Objective: To provide USM students with information on the positive effects of

Behavior Objective: Stigma

Objective: To change USM students perspective about seeking counseling

Awareness Objective: Brand

Information Objective: Brand

Objective: To give students basic information about SCS

Behavior Objective: Brand

Objective: To increase the amount of SCS appointments by 3 percent by the spring

Objective: To maintain the progress and

implementations. SCS should also offer

Objective: To maintain the progress

made by The Desk Group

Awareness Objective: Brand

Information Objective: Brand

Awareness Objective: Brand

Objective: To maintain the progress made by The Desk Group

SOCIAL MEDIA PLAN

SOCIAL MEDIA PLAN

Distribution of SCS promotional materials including pamphlets and de-stressing tips

Name of Event: Massage Giveaway for My RedFusion Massage

Distribution of SCS promotional materials including pamphlets and de-stressing tips

Special Events Evaluation

(100) Overall Amount of Informational CS Brochures were

(100) Overall Amount of Informational SCS Brochures were

Flyer placed pre-event in the Fresh

Editorial: Student Counseling Proves Beneficial

Feature Story: Life Happens. Are You Ready to Talk

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