STP with Redefined FE/Category

This is a revision of the STP with the new FE of MiTalk.org (independant of CAPS), and Category- online mental health resources.

Key “competitors":
Key competitors in the category online mental health resources: webmd, any of the other random mental health sites that pop up on google. Online mental health resources that are more specific to the University of michigan or to young adult populations are: campus mind works, and ReachOut US.

Main vs. Dynamic Variables:
Because my Marketing Objective is Acquisition and my Source of Volume is earn share, I will be emphasizing the dynamic variable (the variable which I think that MiTalk can out perform the category leader in), instead of the main variable (described in the Big Picture as the cost of entry into the category). If the main variable in online mental health resources in accessibility (i.e. ease in accessing the services and information), than I think the dynamic variable for MiTalk.com is it's reputable connections (UofM, CAPS)

Segmentation Variables:
In considering segmentation variables (demographic, behavioral, attitudinal, aspirational), demographics would be the easiest variable for segmentation. Using the information on services use from the CAPS 2009 annual report (which can be viewed here), I could segment the UM population by year in school and focus on the group seeking services the least as a good area to gain new customers.

I still think that attitudinal segmentation would be an effective one to leverage for MiTalk. Thoughts, feelings and values are likely to play a huge roll in whether someone seeks information on mental health, whether online or in person. Personal stigmas people may place on issues of mental health may play a key role in their resisting MiTalk or CAPS services as a whole, therefore addressing these attitudes through segmentation might have a more direct impact on increasing use.

Here are some segmentation variables: need for privacy, need for accuracy, need for accessibility, need for convenience, need for personal relevance, need for community, need for information. There are some developmentally relevant segmentation variables that are particularly important with adolescent/young adult populations: need for autonomy, need for sense of connectedness, need for intimacy, need for achievement.

Target Audience definition:
For a deeper understanding of who the potential customer is we are asked to develop a profile of an individual who is representative of our target audience to keep in mind when developing the communication strategy. I have struggled in thinking about how to do this for someone who is seeking mental health resources. Do I need to be bringing in diagnostic criteria? Or is it better to stick with an image of someone who has revealing behaviors that suggest the possibility of different diagnosable issues, but are ambiguous enough that the person may be questioning still whether mental health services are something they would even need.

A Name: Jennifer Franken
A habitat: Jenny is a sophomore at the University of Michigan, Ann Arbor. She lives in a house near central campus with 4 girls she knows from freshman year. Of her 4 roommates, Jenny is only close with one and often finds herself uncomfortable around the other 3, who have a much closer relationship with each other. There are sometimes conflicts between Jenny and the other roommates and she often feels that they don't understand her. Though Jenny thinks of herself as a person who pays meticulous attention to details, she has a hard time keeping her room tidy and is often overwhelmed at the task of keeping up on things. Her closet is arranged by color.

Revealing Behaviors: Jenny is a biology major. Jenny spends a lot of time on her school work but often finds it hard to concentrate on her work. She spends a lot of time at the IM building working out and feels she never spends quite enough time at the gym. When Jenny walks around campus, she can't stop thinking about all the things she needs to get done. Though Jenny has a large group of friends, she doesn't always feel like part of the group. She sometimes opts to stay in to avoid having to socialize. She feels she is at her best when she watches what she eats.

Consumption: When Jenny studies, she often finds herself surfing the web for beauty and health information. She often looks for information on how to loose weight and worries sometimes that she thinks about it too much. No one in her family talks much about their emotional health, and she worries that they will judge her if she were to ask for help. She has seen signs advertising stress management workshops on campus, but isn't sure if that is what she needs.

Coming next: 5 box positioning statement/path to purchase