Jack Reynolds
Fall 2024
Indianapolis Counseling and Psychological Services (CAPS) strives to have a safe and respected place where we can help you take care of yourselves. We are dedicated to providing compassionate, research-based, and confidential mental health support that can guide you through life’s challenges.
Situational Assesment
Target Market
My ideal target market for this is first or second year IUI students. This is because I want CAPS and our services to be introduced to people that may have not heard of it before. If we target the right market, then by the time you are a third year IUI student you will know a lot of information about CAPS. The age range for this market is anywhere from 18 to 28 years old. We will also be targeting people that tend to be on the introverted side, since a big goal of our marketing project is to make people feel comfortable enough to come in. Since we know that our target market consists of college educated people we can use that in our marketing strategies.
Market Reasearch
Problem statement: There are two main questions I want to answer with this data collection. The first one is would IUI students be more likely to come to CAPS events if it was group oriented. At CAPS we believe that one of the biggest steps to getting mental and psychological care is getting in the door and we think that group sessions could help people break that barrier. The other question is would students be interested in animal therapy. An example of this would be spending time with a service dog during stressful times.
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Data collection: The data collection method I chose was interviewing students. I chose this because I wanted to know their reasoning behind their answers to our two questions. If I can understand their reasoning, we could build from that and form our marketing plan with customer input.
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Interview Info: I chose 3 IUI students all from different majors with 2 being male and one being female. They also all have different ethnic backgrounds including African American, Caucasian, and Hispanic. I met up with them on campus for quick interviews and asked for answers and reasoning to my questions. The results for my first question were two yes’s and one no. The reasoning for the two people in favor was similar, they both said they would feel more comfortable getting to events in a group setting rather than going alone. The person that said no stated “When it comes to getting mental healthcare for myself, I am more comfortable doing it alone”. The answers to my second question about animal therapy was three yes’s. They all thought that if animal therapy was offered, they would be much more likely to go to CAPS or CAPS events. When they answered my second question it ended up giving me even more information that I didn’t expect. After gathering the knowledge on their animal therapy opinions I believe marketing an animal therapy event could be extremely successful.