Northern Colorado Psychological Services Clinic Marketing Plan

Executive Summary 3Research 4History 5Competitor Analysis 6SWOT 8Target Market 10Strategy 11Tactics 12 Events 12 Promotions 13 Social Media 14 Public Relations 15Time Line 16Evaluation 17Conclusion 18

Overview

Executive Summary

To bring the Psychological Services Clinic an increased response rate and foot traffic using serveral different techniques. Targeting Two different markets starting at the Local High Schools more specifically the seniors. Second, focusing with the middle age working pop-ulation of Greeley. These two markets are the most effective to target.Given limited time and budget the most effective opperation is to target on-line where many are allocating more time. Especially now with Facebook being the most visited site online. Then the campaign will focus on attend-ing local events not just limited to campus life and activites but also setting up active partcipation With local schools and charities. Giving a more ef-fective presence in the community will promote the services further.

RESEARCH

Through the research conducted from Current Sociological Studies Show that while many people use Psychological services very few seek them. This is caused from the service being considered an Unsought Product/Service.Not only Unsought Product but also the stigma that something is wrong if you go to a therapist. Though there are many reasons to go see a therapist.Even as shown in the Graph over 48% of US Adults have some Stress disor-der often starting at age 14.

HistoryPsychological Services Clinic has been in opera-tion for 50 years on high quality, low cost, provid-ing education and hands on experience to gradu-ate students. Specializing with many different areas to aid the community of UNC.

Competitor Analysis

Dr. Byron-Child Psychological Services

Consultants and Services specializing in childrens play therapy. Lead by Dr. Byron of the UNC Psychology Dept. focusing on helping children from abused families and helping to increase child productivity. Practices located across serveral differnt states.

Competitors

Scott Campbell MA

Scott Campbell offers a variety of patient treatment specializing in Ado-lescents (15-19) and Adults. With a special focus in Trauma, Relationships and Addiction. Prices are moderate in the field at $90 per session.

Ackerman and Associates: Operating on Similar Principles to PSC provide counseling and services for a wide variety of areas and specialties. They have been active for over 20 years and provide excellent resources.

SWOTStrengths Weaknesses

Opportunities Threats

Multiple Services

High Quality Counseling

Low Cost

Weak performance

Unsought Service

Focus more on Campus Students

Constant Growth of Pasionate Students

Training to ensure quality shall be delivered

Partnerships with many Health Facilities for Clients

Many sellers for few buyers

Cost for new entrants low

Unsought Service

Target Market

Our Target Demographic will consist of two segments.

The first consisting of High School Females ages 15-19. They are in the most distress acording to most sociological research. This is according to “The Sociology of Mental Health”-textbook to sociology of mental illness class 2011. These students are under pressures from peer pressure and to begin pursuing goals.

Our second segment is focused on those aged 35 and up. Where the services of the center can be more effectively utilized and provide the greatest affect.

Strategy

Promoting to Greeley and Surrounding Areas the High Quality service and quality check offered at the Psychological Services Clinic, while also keep our market realizing the affordability and comfort offered at the PSC compared to competitors with similar fields and practices.

TacticsUsing multiple tools to promote and inform the clients PSC should look into using tools that cre-ate more personal forms of selling.

Therefore there will be several tactics to promote thoughout every school year

Local Events/Organization Participation

Fairs and Special Studies

Social Media

Events

PSC has increased their success through attending local events. The PSC to enhance image invests in waterbottle handouts. Because of the amount of impressions PSC should continue its use and look into coffee mugs to. Coffee Mugs and Waterbottle handouts will create similar interest and reach out to our different markets. These will have a peak identification of 40 impression minimum per each use.

PsychologicalServices Clinic

Events

There will be several points to Events• School• Special• Week-Long

School Events: These are a continuation of current events partcipating at on campus events including:•Fall Bizzar•Spring Fair•Student Week•Any currently attended events

Special Events

Specialized Events include Non-current participation. PSC should become more heavily involved in community organized events (if plausible) Some community events can include:

•Blood Drives•Health Fairs•Home and Garden Show (note can apply for non-profit status)•Tribune Sponsored Events (apply as not for profit)•Special Classes at Schools

Week-Long Events

These are events that are UNC special events that last all week. PSC participates in some events. These event participations should be continued but also PSC should host thier own event.

This event could be the Stress Free Week, where many students are concerned about grades and classes. PSC and the Campus Clinic should provide group counseling sessions at the UC where students between certain times may come and vent out frustrations and relax.

Social Media

With a greater percentage of the population migrating toward the use of Social Network Services it is imperative that the PSC recognizes their public online. Multiple institutions have begun online programs and communication needs.We will target on the major networksFacebookTwitterYouTube-Website Redesign

Facebook

On Facebook we will focus on giving people a place to meet the PSC to re-duce their fears of coming into the unknown. Giving tips and providing a gathering place for other clients to form their own community and support group.To Acheive, we will have to use the multiple applications available on Face-book Such As:• Iframes-Create Welcome Page and Own Content•Links-Providing links to Web,Twittter, etc. and link across bounds•RSS Feeds-To give people a chance to connect with other Blogs•Redesign Photo-More comforting and a banner to further promote•Causes-Allow us to promote more PSC events

Twitter Page

On Twitter PSC will use the quick micro-blogging site to connect with other Psychologists and improve their standing of high quality. Along with promoting an online help station where we can use the hashtag #toomuch. The hashtag is confidential this will also provide a way for PSC to look at conversations and help solve problems.

We can also help promote UNC events introduce Staff in blogs and send out messages. Sending helpful themes throughout the day and extra help thoughts.

YouTube

YouTube can become a great asset. There are over 111 million unique users of YouTube and they are still growing. Even the average person spends over 2.4 hours a day on the popular video sharing site.

This is a great way to introduce team members and PSC approach to the service helping lead many people through the process of what will happen.PSC can introduce their new or incoming staff each semester to create a knowledge base so people know who they are, and what will happen helping them relax.

Evaluation

The evaluation of this campaign will be determined by increased foot trafic and recognition to the Psychology School Services. This can be measured through a survey handed to clients as part of the information filled out in first session. Questions can be added asking clients where they heard of the services mentioned. This also creates a balance of the activities used by Psychological services when re-evaluating the marketing plan on a yearly basis. All activities will be monitored by the distribution of Water bottles. These events can then be evaluated and find where the greatest traffic lies.

Second measurement tool will involve using Facebook Insights, Twitter Metrics, and Klout com-puting. With a Facebook page it becomes easy to monitor who is using the site and how many new members have joined. The same is true of twitter, there is a basic measurement of new fol-lowers and those who use the hashtag. Klout.com is also recommended for use the application is free and will track your influences using several key influences. All the scores will help measure the influence of Psychological Services throughout Greeley and give an online presence and sense of community to those who have high stress, and other mental factors.

Time Frame

Advertising/Month

August September October November December January February March April May June July

Digital Boards

Stress Free Week

Social Media

Call Log

Events on Campus

Community Events

Teaching at Schools

Legend:

Continuos Medium

Heavy Use Promotion

Light Promotion