Professional Documents
Culture Documents
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
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
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
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
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
Opportunities
SWOT Analysis
Threats
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
Secondary Research
11/28/2014
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
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-
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
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:
Stigma
Objectives
Brand
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
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)
Evaluation Mechanisms
-Amount of social media
followers
-Amount of social media
shares, likes and views
-Increase in appointments
Evaluation Mechanisms
-Attendance
-Post event surveys
Option 1
Evaluation Mechanisms
-Amount of distributed
brochures
-Amount of posters
displayed across campus
-Amount of swag
distributed
Strategy 2:
Social Media
Strategy 3:
Special Events
Strategy 4:
Promotional Materials
Tactics:
-Editorial in The Student
Printz
-Feature story in The
Student Printz
-Events advertised in The
Student Printz
-Press release for local
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.
Evaluation Mechanisms
-Placement of editorial/
advertisements in
newspapers
-Average amount of USM
radio listeners
Evaluation Mechanisms
-Amount of social media
followers
-Amount of social media
shares, likes and views
Evaluation Mechanisms
-Attendance
-Post event surveys
-Average amount of
challengers
Option 2
Evaluation Mechanisms
-Amount of distributed
brochures
-Amount of erasers
distributed
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:
Promotional Materials
Tactics:
-Editorial in The Student
Printz
-Feature story in The
Student Printz
-Events advertised in The
Student Printz
-Press release for local
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.
Evaluation Mechanisms
-Placement of editorial/
advertisements in
newspapers
-Average amount of USM
radio listeners
Evaluation Mechanisms
-Amount of social media
followers
-Amount of social media
shares, likes and views
Evaluation Mechanisms
-Attendance
-Post event surveys
-Average amount of
challengers
Option 2
Evaluation Mechanisms
-Amount of distributed
brochures
-Amount of erasers
distributed
Strategy 2:
Social Media
Strategy 3:
Special Events
Strategy 4:
Promotional Materials
Tactics:
-Editorial in The Student
Printz
-Feature story in The
Student Printz
-Events advertised in The
Student Printz
-Press release for local
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.
Evaluation Mechanisms
-Placement of editorial/
advertisements in
newspapers
-Average amount of USM
radio listeners
Evaluation Mechanisms
-Amount of social media
followers
-Amount of social media
shares, likes and views
Evaluation Mechanisms
-Attendance
-Post event surveys
-Average amount of
challengers
Option 2
Evaluation Mechanisms
-Amount of distributed
brochures
-Amount of erasers
distributed
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:
Promotional Materials
Tactics:
-Editorial in The Student
Printz
-Feature story in The
Student Printz
-Events advertised in The
Student Printz
-Press release for local
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:
-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.
-Erasers with tag attached
saying Erase the Stigma
and SCS contact info.
Evaluation Mechanisms
-Placement of editorial/
advertisements in
newspapers
-Average amount of USM
radio listeners
Evaluation Mechanisms
-Amount of social media
followers
-Amount of social media
shares, likes and views
Evaluation Mechanisms
-Attendance
-Post event surveys
-Average amount of
selfies
-Amount of social media
followers
Option 2
Evaluation Mechanisms
-Amount of distributed
brochures
-Amount of posters
displayed across campus
-Amount of erasers
distributed
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:
Promotional Materials
Tactics:
-Editorial in The Student
Printz
-Feature story in The
Student Printz
-Events advertised in The
Student Printz
-Press release for local
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:
-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.
-Erasers with tag attached
saying Erase the Stigma
and SCS contact info.
Evaluation Mechanisms
-Placement of editorial/
advertisements in
newspapers
-Average amount of USM
radio listeners
Evaluation Mechanisms
-Amount of social media
followers
-Amount of social media
shares, likes and views
Evaluation Mechanisms
-Attendance
-Post event surveys
-Average amount of
selfies
-Amount of social media
followers
Option 2
Evaluation Mechanisms
-Amount of distributed
brochures
-Amount of posters
displayed across campus
-Amount of erasers
distributed
Strategy 2:
Social Media
Strategy 3:
Special Events
Strategy 4:
Promotional Materials
Tactics:
-Editorial in The Student
Printz
-Feature story in The
Student Printz
-Events advertised in The
Student Printz
-Press release for local
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:
-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.
-Erasers with tag attached
saying Erase the Stigma
and SCS contact info.
Evaluation Mechanisms
-Placement of editorial/
advertisements in
newspapers
-Average amount of USM
radio listeners
Evaluation Mechanisms
-Amount of social media
followers
-Amount of social media
shares, likes and views
Evaluation Mechanisms
-Attendance
-Post event surveys
-Average amount of
selfies
-Amount of social media
followers
Option 2
Evaluation Mechanisms
-Amount of distributed
brochures
-Amount of posters
displayed across campus
-Amount of erasers
distributed
RECOMMENDED OSTs
Information
Objectives
Awarness
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
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)
Evaluation Mechanisms
-Amount of social media
followers
-Amount of social media
shares, likes and views
-Increase in appointments
Evaluation Mechanisms
-Amount of distributed
brochures
-Amount of posters
displayed across campus
-Amount of swag
distributed
Evaluation Mechanisms
-Attendance
-Post event surveys
Option 1
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:
-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
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)
Evaluation Mechanisms
-Amount of social media
followers
-Amount of social media
shares, likes and views
-Increase in appointments
Evaluation Mechanisms
-Amount of distributed
brochures
-Amount of posters
displayed across campus
-Amount of swag
distributed
Evaluation Mechanisms
-Attendance
-Post event surveys
Option 2
Strategy 1:
Media Relations
Strategy 2:
Social Media / Website
Strategy 3:
Special Events
Strategy 4:
Promotional Materials
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
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)
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
Evaluation Mechanisms
-Amount of social media
followers
-Amount of social media
shares, likes and views
-Increase in appointments
Evaluation Mechanisms
-Amount of distributed
brochures
-Amount of posters
displayed across campus
-Amount of swag
distributed
Evaluation Mechanisms
-Attendance
-Post event surveys
Option 2
SOCIAL MEDIA
@Desk_Group
Desk Group
Desk_Group
Desk_Group
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:
Special Event 2
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:
Rate: (5,112) Amount of Overall Student Population Reached/Total Student Body(14,845) = 34%
Special Event 1
Special Event 2
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
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.
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.