HGAPS SOCIAL MEDIA CAMPAIGN

INTRODUCTION

As HGAPS continues to establish itself as a prominent community for understanding mental health resources at a variety of college campuses, we believe building out and strengthening HGAP's social media presence would help establish credibility and make necessary mental health resources for students more accessible. Our goal was to identify the potential for social media growth on the Instagram platform by proposing three main improvements.

Initial Survey Response

After we personally evaluated HGAPs on social media, we sent out an initial online survey to UNC students. Below, is an infographic compiling our major takeaways from the survey reponses.

The results from the survey are alarming and demonstrate a need to revamp HGAP's social media presence. 89% of our respondents said they were unfamiliar with HGAP's offerings for students, among other statistics.

User Profile

Empathy Map

USER JOURNEY

Making the campaign come to life

Here are the steps we are taking to help HGAPS reach its potential on social media, specifically on Instagram. We believe that HGAPS has the resources so many students would benefit from and need desperately, but without much awareness these resources remain under-valued and under-utilized.

FOCUS GROUP

After we collected the feedback from our initial online survey, we conducted an intimate focus group to get feedback on our initial prototype. We shared the current HGAPS instagram page with the focus and also included our initial assessment of this page. We then showed them our proposed sample Instagram posts, story content ideas, our strategic color palette, and an idea for a week-long campaign.

Focus Group Pain Points

We found that the group had overall positive feedback to give. They mainly pointed out the lack of cohesiveness and how not engaging the posts are currently on HGAPs instagram. They especially liked our use of Instagram Stories and giveaways to increase engagement with the Instagram. The only feedback the participants recommended us to add to our prototype is the increased frequency of posts and including a "linktree" in the bio. This would make finding resources and important links easier and more accessible for the user.

Initial Assessment

PROTOTYPE

Standardized color palette

Story content ideas

Integrating polls: Engage followers with quizzes or gain valuable information on students’ knowledge of mental health resources on campus.

Quick reminders: Members will be more likely to follow if they are receiving reminders related to mental health and learn more about HGAPS in a convenient way. This will also generate more user interest.

WEEKLONG campaign

Creating a social media campaign with a designated hashtag, giveaway, and in-person events to correspond will help generate more awareness about the HGAPS organization and how they can participate.

Monday: Instagram Trivia/Quiz for Prizes

Tuesday: Franklin St. Restaurant Benefit Night (Purple Bowl, Chipotle, etc.)

Wednesday: Free Assessments at the PIT for UNC students

Thursday: Meditation in the PIT

Friday: Instagram Fundraiser for Prominent Mental Health Nonprofit

Marketing Materials

This audio

Link to Audio

Appreciate

Credits:

Created with images by AzamKamolov - "social media communication network" • pixelcreatures - "wordpress blogging blogger" • PhotoMIX-Company - "social media facebook twitter" • VISHNU_KV - "cyber security online computer" • Stroganova - "computer iphone technology" • geralt - "facebook internet network" • geralt - "mobile phone smartphone keyboard"