Get the Bullhorn! Communications Objective & Product

Communications plan:
Communications objective, media and execution
I am struggling with deciding whether the communications objective is basic awareness, informational, or behavioral. I am pretty sure it isn't image and top-of-mind doesn't seem appropriate either since most people don't know much about MiTalk.

Though there is a need to increase basic awareness of MiTalk.org among my target audience, I don't want to limit the communications objective to just increasing brand recognition. I think that the comm obj will have to incorporate some methods of basic awareness like brand name repitition

In order to address confusion about what the MiTalk.org site is meant for, an informational objective would be effective. This would be challenging though, since I am not sure how to compress or filter the information about MiTalk to make it brief, detailed and effective in drawing interest. I think there is definitely an opportunity to increase the importance of the information provided, with something like "You have enough on your plate worrying about school. You shouldn't have to worry about finding reliable mental health information. --> Let's talk, MiTalk.org" or "You have enough on your plate worrying about school, finding effective stress management tools is easy on MiTalk.org. --> Let's talk, MiTalk.org" or "Wonder where to find anonymous mental health screenings, stress workshops and relaxation videos online, check out MiTalk.org" (These are all off hand examples, they could be off base...)

Characteristic of a behavioral objective is a call to action. I really like the idea of using a call to action in the communication objective of MiTalk.org. I have been playing with the idea of using the tag line "Let's Talk, MiTalk.org" as a sort of call to action with the brand name repetition added in for awareness. One thing I am worried about in using this line is that it may mislead people into thinking there is some sort of live chat component to the website. I think this isn't necessarily a problem if the rest of the message makes it clear what the website is for. I think that this tag line could continue to be capitalized on even later when they have moved on to other stages of promotion. Messages that include this call to action might be informational like the ones above, or include a normalizing message with the behavior suggestion "67% of UM Students sometimes feel isolated and alone, MiTalk.org is a UofM resource for mentel wellness with tools to help you feel more connected and at ease. Let's talk, MiTalk.org." or something like that. I really like the idea of including these real statistics from CAPS in the message to help normalize mental health needs. I think these messages might reduce resistance to accessing mental health resources.

With all this said, I guess my Communications Objective will be informational with elements of basic awareness and behavior drawn in.

Media:
I don't know what financial resources CAPS is prepared to put forward for promotion of MiTalk.org, but I am assuming it is somewhat limited. I think that highest number of exposures would be generated by a postering/postcard campaign on the campus. I know I always see and notice the UHS posters that are really colorful, simple and recognizably the from the same campaign. I picture something similar with simple messages that saturate the campus common areas and can be read quickly in passing (since mental health is a sensitive topic, I wouldn't want to have a poster that required a person to stop and read in front of people).

If there is money available for promotion a targeted Facebook advertisement by University would be a cool way to get to people at the University who are already online and can simply click through to the resource. Another Online option would be to get a spot on the Ctools homepage since that is the online portal for most departments in the university. There is a "for your information" spot in the lower right hand corner, though I am not sure if they charge for advertising in this space. I would also be a little concerned that people don't read the "for your information ads, I know I had never noticed them before I started looking into potential places to post.

Product:
Clearly defined product and key points of emphasis
Ok, so MiTalk.org is a product offering (from MiTalk brochure): anonymous online screenings (alcohol abuse, Bipolar disorder, depression, generalized anxiety, eating disorders, and post traumatic stress), skill-building tools to help manage stress and academic life, videos of workshops, lectures, and relaxation exercises, information on local mental health providers and services, access/info on communities of support on campus for health and wellness.

In speaking with people in my class who have taken a look at the MiTalk website, one reaction has been that it is unclear what the website is meant to be used for. This makes me think that key points of emphasis in promoting the product will be methods & reasons for use. In class we learned that there are three categories of product attributes, Search, experience and credence attributes. For acquisition/earn share I will want to emphasize the search attributes (especially in comparison to competitors).

Search attributes are facts about the product that can be evaluated prior to consumption. I am not sure, but I think search attributes of MiTalk would be the offerings I listed above. Am I wrong??