SAFE SPACE COUNSELING

MARKETING
REPORT
Prepared by: Danna Ramirez-Romero, Emma Haslam, Madison Kelley, Michelle Or,
and Spencer Broberg

Period covered:  Jan 9, 2024 -  Apr 18, 2024 

Executive Summary
Our Social Media Marketing Internship Team began working with Safe

Space Counseling to develop their Social Media presence and gain overall

company awareness. Throughout the project, we saw many needs to be met

outside of social media account creation to achieve this main goal. These needs

included developing a stronger brand identity throughout the website and

hosting an event geared toward Provo college students.

Our internship team made significant changes to the company website to

strengthen trust, offer thorough information, and improve user experience.

These changes included updating the color scheme, uploading new pictures,
including customers’ Google Reviews throughout the website, and creating

new pages about therapy services. We discussed these possible changes

throughout our weekly team meetings and assigned each team member to

update specific areas in the website. These changes boosted our website

engagement by (insert Danna’s findings here)%.

We also created Safe Space Counseling’s Instagram and TikTok accounts

and led out the content creation efforts. To do so, we used a content planning

spreadsheet to categorize each theme for the content we produced, when and

where we would post, and which team member would be responsible. We met

frequently as a team to film each therapist and generate new content ideas.

Our Instagram account received 78 followers within the first two months of

creation and TikTok gained 16 followers during the same period.

Finally, we built community awareness of Safe Space Counseling by

organizing events. We researched best event practices and collaborated with

our sponsor about which event topics would be the most helpful for the target

demographic. We successfully planned, budgeted, provided materials, and

advertised for our “Dating 101 With a Therapist” event. This event had 35 people

in attendance, and our Instagram posts concerning the event some of the best

performing to date. Additionally, a feedback form we sent to the audience

provided us with data to improve future events, with each form signer saying

they would attend another Safe Space Counseling event in the future.

Table of Contents
1. Overview of Project
Big Picture: A Need for Therapy

Complication: Too Many Options, Hard to Find Therapy

Question: How Can Safe Space Stand Out?

Solution to Problems

People Involved

2. Overview of Solutions to the Problems

Reconstruction of Website

Creation of Social Media accounts and content

Events
3. Website

Service Accessibility & Telehealth

SEO & Google Reviews

Branding

4. Social Media
Content Planning

Content Creation

Social Media Interaction

5. Events

Dating-101 With a Therapist Event

 Group Therapy

Online Events
6. Conclusion

7. Appendix

Overview
Original Situation
Big Picture: A Need for Therapy

Although mental health is often not talked about openly, it is becoming

increasingly apparent that it is a common problem in the world we live in

today. According to the 2022 National Survey on drug use and health, “young
adults ages 18 to 25 in the U.S. experience the highest rates of mental illness
(36.2%), followed by those ages 26 to 49 (29.4%) and adults ages 50 and over

(13.9%)” (SAMHSA, 2022). The same survey results from 2021 reported that Utah
was rated the state with the highest prevalence of mental health issues, “with
just under 30% of adults in the last year suffering from some form of problem”

(SAMHSA, 2021).
 36% 17% 33%
of young adults of BYU students have of UVU students have
experience mental used BYU’s Counseling reported having been
illness and psychological diagnosed with
services depression

While these numbers represent a large demographic, supporting statics can

be found about the target market of Safe Space Counseling, young adults ages
18 to 25 living in Provo, Utah. The majority of this target demographic can be

found as students at the local institutions Brigham Young University and Utah
Valley University. According to the BYU Counseling services website, “17% of the
student body at BYU has utilized BYU’s counseling and psychological Services”.

According to the National Health Assessment at Utah Valley University in

Spring 2021, 33.8% of students reported having ever been diagnosed with
depression and 2.8% of students reported attempt of suicide in the last 12

months. It is clear that there is a need for mental health services.

Complication: A Saturated Market

This need for therapy and mental health counseling is understood by the

public and consequently creates a competitive market for therapist offering

services. Psychology today is a database where therapist and clinics can list
their services and their certifications. It is the most common way that both

therapist market their services and clients find therapy. According to this site in
2024, there are 462 therapist in Provo. Of those therapist, 85% offer online and
in-person options. The average cost of a one hour session with these therapist
listed is $135 according to Psychology today.

460+ $135 85%

Percentage of therapist
Number of therapists Average cost of hour that offer Online and In-
in Provo registered on long session of therapy person options opposed to
Psychology Today on Psychology Today In-person only on
Psychology Today

In order to understand this group of therapist, a closer look at who Safe Space

Counseling competitors really are. This group can be divided into three groups;
church affiliated programs, larger corporations, and smaller freelance therapist.
The church affiliated programs strengths include offering short term service

offered free for BYU students and members of the Church of Jesus Christ of
Latter-Day Saints. While this service is free, it is constricted to a short term
relationship making it difficult for patients needing long term care to find

healing. On the other hand, the larger corporations do offer long term services.
Long term patients are naturally drawn to this kind of service, however, this
service is typically more clinical and professional based. The last group,

freelance therapist, are the group that are most like Safe Space Counseling and
will be the biggest competitors.

Question: How Can Safe Space Counseling Stand Out?

In order to successfully stand out and reach our target market, developing a
clear and convincing brand is crucial. A brand will create a recognizable service

that can foster trust and lead to long term client relationships. The brand needs
to inform the client of who the service is for, how it can help them, and why
they should buy it. Safe Space Counseling stands out from other services by

offering long lasting connection with its clients. All marketing efforts and
strategy will be focused on this unique characteristic of Safe Space Counseling.

Solutions to Problems
After understanding the core goal of Safe Space to gain an online presence, we
have used the following tools and strategies to market Safe Space in a way that
highlights its strengths and lead to higher client referrals. These have included

website reconstruction, creation of social media channels, and event planning

to engage potential clients.

Website Reconstruction

The website is a vital tool in a business and can serve as a platform to inform
potential clients of what the service is, who it is for, and how to purchase it. To
maximize these functions, we have organized information, added google

reviews, and added key terms to maximize SEO.

Social Media Creation

Social media is also a tool that can maximize brand recognition and reach
potential clients. Upon starting the project it was clear that both an Instagram
and TikTok accounts needed to be made. These accounts will serve as a

platform for people to be entertained, educated about mental health and

exposed to Safe Space therapists. Through video and word post content, social
media can be leveraged as a powerful marketing tool.
Community Outreach Events

Finally, hosting social outreach events will serve as a place to engage with

followers of Safe Space social media and potential clients. These events serve
as a strategy to expose people in the Provo, Utah area, to the kind of
connection and experience they can expect in therapy. These events target

Safe Space’s target audience by choosing events and places that have a similar
demographic.

These three main tools and strategies are the most efficient way to gain a

larger online presence and increase client referrals. Execution of these tools
and timeline of what has been done is explained in the following report. Details
on how each task was complete is included to show what was learned.

The Student Team

Spencer Broberg

Team Role: Team Leader

As team leader, Spencer oversaw delegation of tasks and overall management

of project. This included organizing note taking, action items, and following up

with agenda items. Spencer also led coordination of weekly team meetings by
prepping weekly agendas and reserving rooms in the library.
Danna Ramirez Romero

Team Role: Sponsor Liaison

Being the Sponsor Liaison, Danna was often the one in direct contact with the

sponsor of Safe Space Counseling. Danna made sure to coordinate with the
team as well as the sponsor on when to host the kickoff meeting as well as
creating an agenda for it. Danna was very active in discussions in the sponsor

meetings, relaying the work the team had completed throughout the week.
Madi Kelley

Team Role: Deliverables Manager

Madi oversaw and delegated writing tasks for the deliverables. She made sure
to always check with the TA before submitting work the team did. In addition,

Madi also reread and edited portions of the group’s writing that needed more
clarity or grammar adjustments. Throughout the semester, Madi fulfilled part
of her role’s description on canvas of “top-level perspective” insights within the

weekly team meetings.

Tsoi Kwan Or

Team Role: Project Manager

As project manager, Tsoi Kwan was helpful with checking in on everybody’s

tasks given per meeting. When anyone was feeling overwhelmed with their
portion of the assignment, Tsoi Kwan volunteered to help. Part of the project

manager role is helping the team with expenses and budgeting. When the
team had their first event with Safe Space Counseling, Tsoi Kwan helped
purchase snacks, decorations, and equipment that fit within the budget.
Emma Haslam

Team Role: Report Manager

As report manager, Emma was over leading discussions on how the team
could collect research as well as how to document it. For every team meeting,
Emma would take notes and assist writing what everybody wanted the agenda

to be for the upcoming meeting. Emma also helped collect all of the feedback
given from the first sponsor presentation. She also helped document pictures
at events as well as video/edit content for social media.
The Safe Space Team
Isaac Vazquez

Role: Sponsor

Isaac was In charge of communicating the problems of the business and how
the internship team could help. He was able to give feedback on what he

wanted as well as adjustments that needed to be made throughout the

semester. Along with Sponsorship roles, Isaac contributed to the content
creation aspect of the internship. He did this by allowing the team to interview

him about therapy and other entertaining content for the social media
accounts.

Mindy Johnson

Role: Therapist

Mindy was willing to help set up equipment for the content creation. She also
was willing to come to open mic events and give therapeutic suggestions to
the target audience. We also filmed Mindy for the social media accounts so

that people could get to know the therapists at Safe Space Counseling more
personally.
Kristen Kamimoto

Role: Therapist

Kristen was very helpful for helping us fulfill our marketing purposes for the

Safe Space Counseling social media accounts. We filmed Kristen for content
creation. We interviewed her for therapy advice and get-to-know-you
questions. Kristen also came to some of our sponsor meetings, helping us

brainstorm content ideas.

Website

1
Overview
As part of our marketing plan, we implemented significant improvements
to the Safe Space Counseling website. These changes focused on enhancing

user-friendliness, providing more comprehensive information, ensuring

relevance, and establishing reliability.
Website Categories
1. Service Accessibility & Telehealth
2. SEO & Google Reviews

3. Branding

Service Accessibility & Telehealth

Implementation Process

Part of the research we gathered looked to find why we need to make the
website efficient and what about efficiency in a website benefits a practice,
organization, company, etc. We found that the efficiency and user experience

in a website can directly influence their decision on either engaging with the
content or disregarding it and moving on. Efficient websites load quickly and
are able to be navigated easily providing smooth user experiences that can

significantly improve retention (Teimouri, 2012).

Recommendations for Website

In our website we wanted to incorporate this with the thought of how we

can better personalize it for those who are interested in receiving services,
especially therapy. Many users who are on our website want to seek help
regarding very personal matters and we needed to have this reflected on the
website. Two parts to this are aesthetics which we will cover later in this section

and functionality. We have tailored the second aspect to fit more with what
Safe Space is aiming for, an inclusive and welcoming practice for all. With that
in mind we have added these elements to change the site to better fit the

needs of existing and potential clients.

There have been a lot of changes to the site, and many of them aim to be
more user-friendly, efficient, and accessible to all. We have added an LGBTQ+

page in which potential clients who are a part of the LGBTQ community can
have peace of mind knowing they have a practice that can assist them with
their needs. This is a service that has always been offered but never promoted.

Another section that was added was a Faith Crisis page in which people who
need help navigating this situation can feel comfortable talking about such a
topic. These added pages were important because they highlight the

centralized goal to create a safe environment for communities who feel a lack
of support in the area.

More changes to the site include updating the therapists' biographies and
clarity of services. The biographies were updated so those who are seeking
assistance on Safe Space’s site can best fit their situation to a therapist who

they feel they can connect with. We also edited the services section of the
website so those who are on the webpage can better understand the depth
and range of services that Safe Space offers. Now potential clients are more

informed and can make a better decision on their health.

 Additionally, we have created a link tree for Safe Space at the top and
bottom of the site which includes more resources for those who want to know

more. The links include: Safe Space Counseling Website, Safe Space Counseling
TikTok, Safe Space Counseling Instagram, our sponsor Isaac Vazquez’s
Instagram (for inspirational quotes), and Ask a Therapist. All these extra

resources provide the user with a better experience that showcases our
professionalism and our commitment to providing the best service we can
possibly provide.

We recommend marketing TeleHealth services on the Safe Space

counseling website to inform potential clients and current clients of our online
accessibility to Safe Space services. Telehealth is an online resource for our

clients. Telehealth is an electronic information system and telecommunication

technology. It allows long-distance patient and clinician contact, care, advice,
reminders, education, intervention, monitoring, and remote admissions. This

service allows them to communicate with our therapists so that they can
attend their sessions online. Through this method, we are able to reach clients

who maybe are not comfortable or who require such a service.

Adding Telehealth User Guide

This is the only place on the site that mentions Telehealth, we want to make
this more visible.

Step 1: Select the services section. The pop-up on the right comes up with
different options on what the user would like to do. We will select “EDIT
SECTION” to add Telehealth.

Step 2: Select the “New List Item” option.

Step 3: Select “Add an Image,” include a title for the added section, and a
description for the page.

We recommended adding a dedicated page for Hispanic/ Latino clients,

providing culturally relevant information and validating their unique
experiences. This causes an increase in potential clients in where they can

provide services too. In the hispanic culture therapy is not encouraged and in
some cases shunned but it is crucial for this community to receive these

services. This is important because by targeting this community we are

expanding our potential clients and ultimately can help support those in this
community who need the services we provide. This is why recommending

these services was important because Safe Space is able to provide services in
a different language and it is not being promoted. A way we can implement
this is to make it easily accessible to translate the website in Spanish.

Adding Hispanic/Latino Page User Guide

Step 1: Click on the “EDIT” button in the top left corner of the inner page.

Step 2: Navigate to the “ + ADD PAGE ” option on the left hand side
Step 3: Decide to have a layout or blank page when adding a page.

Step 4: Picking a layout (If not - Blank)

Step 5: After choosing the layout, name the page.(For this example we named
it Hispanic/Latino)

Step 6: Continue to add sections as needed and input relevant, reliable, and
consistent information.
How will Safe Space Improve?

All of these efforts and adjustments are aimed at promoting transparency,

ease, and creating a calm and relaxing environment to increase the number of
clients Safe Space has and to differentiate the practice compared to its
competitors. They strive to be the blank canvas upon which a company can

paint - essentially, they aim to provide a safe space.

By showcasing un\promoted services we reach a new audience that will be

able to better inform themselves on what Safe Space can provide them. This

new information on the site allows the exploring user to understand how Safe
Space can fit their needs, the more people can experience this the more will be
inclined to book an appointment leading to higher clientele and ultimately

better client care.

SEO & Google Reviews

Implementation Process

To implement the SEO and Google Reviews enhancements for Safe Space,
the process would involve conducting an initial SEO audit to identify current

standings, figuring out where Safe Space is now and identifying areas for
improvement. Questions such as “Where can we improve” “Where are we
falling short?” helps to identify the weak points. Next would be creating a

Google Reviews section on the site which has now been done as shown below.
 After the above has been implemented there will be a need for regular
monitoring and updating of SEO tactics based on algorithm changes and

analytics feedback. This means consistent checking and refinement on the site
and of the practice to better fit the feedback we are being given.

Recommendations for Website

Our focus has also been on enhancing Safe Space's Search Engine
Optimization (SEO), a critical aspect of improving visibility on Google. This effort
not only boosts our search rankings but also offers valuable feedback. Through

SEO, we gain insights into areas needing improvement and identify

opportunities to better engage with potential clients. If Safe Space makes SEO
a priority, they will be able to bring in more people and create more leads by

making sure Safe Space is at the top of the page when people search for
therapy in the Provo/Orem area.

A part of what we have done for the website includes integrating a Google

reviews section on our site. This provides prospective clients with insights into
the experiences of others who've entrusted us with their well-being. These

reviews underscore the trust we've cultivated, highlighting Safe Space as a

secure environment where individuals can openly address their challenges,
gaining clarity and coping strategies for healthier living. When people are

looking for therapy, they are already in a vulnerable spot and situation, seeking
assistance, so making sure they know Safe Space is trusted with the mental
well-being of people can really sway their decision into choosing us versus a

competitor, or worse, deciding not to follow through with therapy at all.

 To enhance Safe Space website's visibility, we recommend adding blog
posts about services and mental health topics to improve SEO, as well as Seek

updated Google reviews from recent clients and responding to them will
further increase Safe Space online presence.

How to Execute

There are a few ways Safe Space can execute SEO improvements and
manage Google Reviews. One way they can do this is to collaborate with an
SEO expert to integrate optimized content and keywords. There are marketing

agencies that can help refine Safe Space’s SEO for a monthly rate. A few local
recommendations are: Revity (Located in American Fork for better access to

the practice), Sebo Marketing (Provo), and Vector Marketing Provo (Provo). All
these agencies can help Safe Space with SEO and after consulting with them
Safe Space can negotiate for help with only SEO which lowers costs.

Another way to improve SEO without an agency is by being consistent in

responding to reviews, creating engagement, and keeping relevant
information on the website to better market the business on Google. Safe

Space can encourage clients to leave reviews after their sessions by sending
follow-up emails with direct links to the review page.

How will Safe Space Improve?

By prioritizing SEO and actively managing Google Reviews, Safe Space will
increase its visibility to potential clients searching for therapy options in the
Provo/Orem area. Safe Space will also build a reputation as a trusted provider,
as evidenced by real client testimonials, enhancing the decision-making
process for potential clients in a vulnerable state (Liu 2013).

Branding

Implementation Process

Some of the more immediate notable changes to the website are the

change of the color scheme. Before our marketing efforts, the website was a
dark green and brown, heavy colors, which made the website look less
welcoming than what Safe Space was trying to promote. The improved

strategic use of colors aligns with psychological principles to foster a

perception of safety and professionalism. Safe Space wants to create a more

welcoming environment and atmosphere, and in order to do that, we had to

change the first thing that users see when they get on the Safe Space website.

Recommendations for Website

After trying out multiple color schemes, the best one that fit was a sky blue,
white, and hints of brown and beige. This new color scheme creates a lighter
tone to the site, creating a more fitting environment to what Safe Space is

trying to achieve. In the study titled “Websites' hue-context congruence as a

vector of trust and behavioral intentions” it talks about how light colors impact
perception. The choice of a light blue and white color scheme is more than just

aesthetic. These colors are often associated with trust, safety, and simplicity,
which are particularly effective in settings that require a strong trust bond
between the service provider and the user. We recommend Safe Space to
consistently implement this new color scheme across all business brand
marketing efforts.

How will Safe Space Improve?

Potential clients will check out the site and instead of seeing a heavy, darker
site, they will be greeted by the mountains of Utah where they will see a site

that is worth looking through. The new color scheme will enhance user
engagement, reduce bounce rates, and increase client trust and satisfaction.
When people go to a site, they want immediate information; if the site looks

dull and uninviting, they will click right off the site, but if it looks appealing,
clean, and neat, they will feel confident in the quality of care and be
encouraged to make contact with Safe Space.

The change in color scheme and consistent branding are crucial to

improving Safe Space's overall appeal and effectiveness. By creating an
environment that feels welcoming and professional, Safe Space enhances its

ability to attract and retain clients, supporting its mission to provide a safe and
supportive space for therapy.
Social Media

Overview
Social media was a big part of our work as interns at Safe Space Counseling.
Because of our sponsor’s overall goal of achieving an online presence, creating

social media platforms was crucial to the direction he wanted. Much of our
focus consisted of Content Planning, Content Creation, and Social Media

Interaction to help achieve this goal.

Social Media

Categories
1. Content Planning
2. Content Creation

3. Social Media Interaction

Content Planning
As a team and with our Sponsor our sponsor, we decided it would be important

to be organized with how we use social media. We brainstormed and came up

with the idea of making a content planner. Within this content planner, we
made a schedule of what days we were going to post. Each person in our

internship team was assigned a day to post content, reply to comments and
DMs, and find followers on instagram. After doing some research as well as
talking with our sponsor, we came up with a list of ideas on what type of
content to post. We also divided up the type of content into three categories
and made sure to post each type an even amount. These three categories were

Education, Entertainment, and Connection.

Below is information we researched on how to successfully plan content for

Safe Space Counseling.

How to have viral content

https://curator.io/blog/create-instagram-reels

Accessibility and Popularity: When planning for a viral video, all

businesses and industries are easily able to film vertical (60 second max)
instagram reels. This is a great tool for content and many people look at
reels throughout the day, causing the post to have a higher chance of being

seen.
Engagement through Trends: To plan for more engagement as well as
views, this website recommends aligning content with current trends,

audios, and challenges. By taking advantage of viral elements, the business

can potentially achieve viral success into sales and leads.
Importance of a Strong Start: Plan content that grabs attention within the

first few seconds of the reel or video. By doing this, businesses are able to
make an immediate impression on their viewers. In a world full of scrolling,

entertaining content is crucial to make an impact on the viewer.

Consistency: One video per week is a great place to start for gaining an
online presence. As time goes on, the article recommends increasing the
number in content. With that being said, be careful to still have high quality
instead of high quantity.

Niche Targeting: Focus on topics or specific niches that are relatable to the
target audience. The chances of the account being exposed to the explore
page and search results are more likely by doing this.

Music and Sounds: Search for popular music to involve the content. By
using popular music or trending audios, the message from the post will
resonate with the target audience. Using this type of audio helps set the

desired tone as well as making the video more engaging.

Hashtag Use: Hashtags help improve visibility of reels. Make sure that the
hashtags are relevant to the video’s desired content.

Optimal Video Specifications: Research suggests that when preparing to

film the video, the ideal aspect ratio is 16:9 and the resolution is 1080x1920
pixels. The ideal amount of time that the reel should last is anywhere

between 15 and 30 seconds. This will help ensure the post is suited for
mobile viewing.

Competitive Analysis: Be aware of competitors! See their strategies and

what has been successful on their pages. ReelsRank and Insights are a
great way to see insights that can track strategies of competitor’s content,

performance. These insights from reels also can help improve engagement
strategies and content improvement.
Quality Content: The website had an overarching theme on the

significance of high-quality relevant content creation. Tailor reels to the

target audience to magnify follower increase on instagram, visibility, and
engagement. https://www.cyberclick.net/numericalblogen/how-to-go-viral-

with-instagram-reels
Reels' Importance: Because instagram’s algorithm favors accounts using
reels, utilizing this feature can improve growth. A competitor to tik tok,

instagram reels, permits for consumption and creation of short videos.

Once again, the time suggested is between 15 to 30 seconds long.
Finding a Niche: On instagram, the algorithm caters to the audience with

showing them posts related to the chosen topic of interest. Because of this,
it is essential to hone in on a specific category and them. In addition to
picking a consistent category and theme, it is important to post about it

regularly.
Creating Compelling Content: Including an attention grabber in the
beginning of the video, more viewers are likely to continue watching. There

are thousands of Reels posted everyday, think of something unique but

relatable to catch the viewers’ eye.
Optimal Video Size: In a perfect example of what the reel should like, the

size for reals should be 1080 x 1920 for pixels and an aspect ratio of 9:16.
Making sure that videos are being vertically recorded with a maximum

resolution for quality is recommended.

Avoid TikTok Watermarks: Watermarks are easily detectable on
instagram’s algorithm. TikTok watermarks or other video editing software

should be removed from the Reel. By doing this, visibility to the public is
more likely.
Incorporate Text: Many viewers can’t listen with sound or aren’t able to

hear the audio in the content posted. Close captions are essential to
successfully share the message.
Call to Action: To increase audience interaction, it is highly recommended

to include a call to action at the end of the video or Reel. This leaves the
target audience wondering and thinking more deeply about the post. Make
sure not to go off of the theme with the invitation.

Use Viral Elements: Keeping up with trending songs or challenges can

help content go viral, provided they align with the type of content created.
Hashtags: Carefully chosen hashtags help Instagram's algorithm categorize

content, making it visible to interested users. Popular hashtags may not

always be the best choice due to higher competition.
Custom Reel Cover: Enhancing the profile’s aesthetic continuity happens

when videos are created with a custom cover. This calls for more enticing
content and adds value to the post.
Publishing Time: The time decided to post is crucial for having notable

increase in views and interaction. Enforcing a post schedule for the business
that’s catered to the target audience’s online habits is effective.
Sharing on Feed and Stories: Sharing Reels on Instagram feed and Stories

increases visibility, potentially boosting the Reel's presence on the Explore

page, leading to more interactions.

Sharing Reels not only on the instagram feed but stories as well is super
Enable Interactions: Encouraging followers to interact with content
through questions or prompts can increase engagement, valued by

Instagram's algorithm for promoting content.

https://www.flick.social/learn/blog/post/how-to-go-viral-on-instagram-reels
Content Categories: Viral Reels often fall into three main categories:

Educational, Inspirational, and Relatable. This shows the importance of

content that provides value, shares a journey, or connects on a personal
level with the audience.
Quality and Timing: Editing, audio, high-quality footage, and lighting are
things to consider when content planning. Joining in on trends/challenges

when they are booming can increase the potential of a reel becoming viral.
To further elaborate on audio, make sure that it the audio is appropriate and
is timed to fit the video.

Content Creation Tips:

Make content that resonates with both the target audience and a
broader viewer base.

Use the right hashtags to increase visibility.

Tag relevant profiles and share with those willing to distribute the
content.

Capitalize on trends with a unique spin.

Choose music that matches the energy and content of the video.
Post consistently on key topics.

Utilize data to refine and improve the content strategy.

Technical Aspects:

Ensure videos are of high quality, with good lighting and sound.
Record videos vertically with an optimal size of 1080 x 1920 pixels.
Include concise text to enhance accessibility, as many viewers watch

without sound.
Avoid TikTok watermarks to ensure Instagram promotes the Reels.
Engagement Strategies:

Share the Reels on the Stories and feed for additional visibility.
Post at times when the audience is most active.
Use all 30 available hashtags to maximize reach.
 Engage with trends and popular music to increase the likelihood of
being featured to a broader audience.

Consistency and Metrics:

Instagram favors accounts that post Reels consistently. Aim for at least
one Reel per week.

Pay attention to the account's analytics to understand audience behavior

and improve content performance.
AI Tools for Content Ideas:

AI tools are helpful for coming up with ideas for content and
optimizing the viral success for Reels. They can provide suggestions for
captions, hashtags, and optimal posting times.

https://www.makeuseof.com/create-viral-instagram-reels-tips/

Remove Watermarks: Watermarks from other platforms, especially TikTok,

can negatively affect the Reel's visibility on Instagram. Removing these

watermarks can increase the chances of the content appearing in

Instagram's Explore section.

Use Trending Music: Incorporating popular and trending songs into the
Reels can boost discoverability and engagement, aligning the content with
current trends and challenges.

Ensure High-Quality Video: The success of Reels often depends on video

quality, including good lighting and high resolution. Using appropriate
lighting while trying to stay away from direct sunlight can be beneficial

when trying to film outside. This minute detail will boost the video quality
immensely.
Follow Community Guidelines: Following the guidelines in the community
of instagram can increase the possibility of going viral because the user is

avoiding the app’s restrictions and bans.

Include Closed Captions: Many users watch videos without sound, so
adding captions can make the content accessible to a wider audience,

including those who are hard of hearing.

Optimize On-Screen Text Placement: Check that the text in the reel or
video lies in the 4:5 aspect ratio. This article calls this place to put text the

“safe zone”. The “safe zone” will ensure optimal visibility. This is very
important because videos and reels are viewed not only from the Reels tab
but also the In-Feed view.

Shoot Vertically and Add a Custom Reel Cover: To grow the viewer
engagement, make sure to record vertically. The full screen on the viewers
device will be occupied by the Reel. When viewing the thumbnails of an

account, custom covers are highly recommended.

Master Fun Transitions: Utilizing creative transitions, such as snap and

cut/jump, can make the Reels more engaging and professional-looking.

Post During Peak Viewing Times: Research and observe the highest
times of the day where the audience has activity on instagram. Likelihood

of the post becoming viral is increased by doing so,

Feature User-Generated Content: Change up the usual scheduled Reels.
This can be done by including user-generated content or collaborating with

other users. Not only does this add their audience to the current business,
but it can also create connection and community interaction. Lastly
collaborating with others helps the business generate new content ideas

from the other business.

https://www.socialtables.com/blog/event-marketing/instagram-promotion

Embrace Instagram Stories: Instagram stories are a very powerful way to

promote parts of the business. Some of these ideas could be anywhere

from having someone film or recap an event to advertising new products,
announcements, and everything in between. Remembering that there are

500 million users engaging on instagram daily helps emphasize how

important and interactive story use can be.
Hashtag Strategy: Using a mix of niche, branded, industry, and content

hashtags to enlarge the reach. Innovative campaigns like #ShareACoke or

#WantAnR8 are some examples of how companies come up with simple,
attention grabbing, and short hashtags.

Behind-the-Scenes Content: Share the event setup, team highlights, and

speaker interviews to add depth to the event narrative and foster a
connection with potential attendees.

Instagram Takeovers: Come together with artists, influencers, or speakers.

Have them run the Instagram page for the day. This introduces new

perspectives and leverages their following to increase visibility.

Repurpose Event Content: Remember to pay attention to potential quotes
from speakers/participants. In addition, remember to include snippets and

event highlights as well. By recording the event and posting about it, FOMO
is generated from viewers who didn’t attend the event.
Targeted Ads: Use Instagram's ad targeting options (core, custom, and

lookalike audiences) via Facebook Ads Manager to reach potential

attendees effectively. Ensure the ads are visually appealing and relevant to
the target audience.
Instagram has many different ad targeting options such as custom, core,
and lookalike audiences. This can be done to help effectively increase

potential attendees through Facebook Ads Manager.

Aesthetic Appeal: Instagram's visual nature demands high-quality,
captivating photos and videos. Consistent, aesthetically pleasing content

captures attention and encourages engagement.

User-Generated Content (UGC): Competitions that are hosted as well as
creating aesthetic event places with photo ops helps attendees to share

experiences they are having online. Participation can be motivated with

meaningful hashtags and rewards as well.
https://www.epidemicsound.com/blog/how-to-go-viral/

Comprehending Viral Content: In today’s digital world, viral content refers

to material that communicates quickly online, usually via social media
platforms. Viral content can take many different forms, it frequently appeals

to viewers’ interests, feelings, or sense of humor.

Views: Although a video's virality cannot be determined by a set number of

views, a popular benchmark is to get over five million views in a week.

According to a different viewpoint, something becomes viral if it is shared
frequently and gains huge attention.

Understanding Virality: Creating viral content that goes viral translates to

content creation that speeds rapidly across the web to platforms that are
primarily based on social media.

Views for Virality: Virality isn’t defined by a fixed quantity of views, rather it
is about achieving video posts that have five million views within a week.
This is a good benchmark to consider.
Strategies for Going Viral: Achieving virality requires a blend of strategy,
creativity, and understanding of social media dynamics. Here are 10 top tips

provided:
Research video formats: Certain formats like how-to videos, "Did you
know?" snippets, and transformational content have higher chances of

going viral.
Stay on top of trends: Leveraging trending topics, challenges, and
hashtags can significantly increase the content's reach.

Focus on a specific niche: Targeting dedicated fanbases within specific

communities can make it easier to create content that resonates and
goes viral within that group.

Utilize keywords: Including relevant keywords in captions, hashtags, and

descriptions can help the content get discovered.
Collaborate with influencers: Engaging with influencers can help amplify

the content to a broader audience.

Create relatable content: Content that strikes an emotional chord or

shares universal experiences tends to engage and spread.

Keep it concise: Short, engaging content is more likely to be watched
completely, boosting its algorithmic visibility.

Post consistently: Regular posting schedules signal to social media

algorithms that the company is an active creator, improving the
content's visibility.

Diversify across platforms: Sharing the content on multiple platforms

increases the chances of it being seen and going viral.
Engage with communities on platforms like Reddit: Being an active

community member before sharing the content can lead to better

 reception and sharing.
Creator Insights: Content creator Los Vídeos de Félix emphasizes that

there's no magic formula for viral success. Instead, he suggests focusing on

creating dynamic, entertaining content that adds value to the audience,
whether through knowledge, learning, or pure entertainment. Luck and

algorithmic favor also play roles.

KEY TAKE AWAY/ DRAFT RECOMMENDATIONS:

Target Specific Niches: Identify and focus on specific groups within the

mental health community. By creating content tailored to the interests and

needs of these groups, Safe Space Counseling can foster a dedicated
following. This approach could involve segments like stress management

for students, workplace mental health, or support for parents.

Leverage Video Content: Utilize how-to videos, informational snippets
("Did You Know?"), and transformational stories to educate and engage the

audience. Topics ideas: coping mechanisms, mental health myths vs. facts,
and personal growth stories.

Engage with Current Trends: Stay abreast of trending topics related to

mental health and wellness on platforms like Twitter, TikTok, and Instagram.
Participate in relevant challenges, use trending hashtags, and respond to

current events in a manner that aligns with mental health advocacy.

Use Keywords Strategically: Incorporate relevant keywords in captions,
hashtags, and video descriptions to improve discoverability. Research

popular and relevant keywords within the mental health and counseling
sectors to optimize content for search engines and social media platforms.
Collaborate with local known people/ known people (influencers and
Advocates): Partner with influencers and mental health advocates who

share Safe Space Counseling's values. These collaborations can increase

credibility, extend reach, and bring new audiences to Safe Space
Counseling’s platforms.

Create Relatable and Engaging Content: Develop content that resonates

on a personal level with the audience. Share stories of resilience, everyday
mental health tips, and encourage community stories. Highlight the

universality of mental health challenges to foster a supportive community

environment.
Post Consistently and Across Multiple Platforms: Establish a regular

posting schedule to maintain audience engagement and signal activity to

social media algorithms. Tailor content to fit the unique characteristics of
each platform (e.g., more visual content for Instagram, longer discussions

on Facebook) to maximize engagement.

Utilize User-Generated Content: Encourage the Safe Space Counseling

community to share their stories and experiences. Hosting challenges or

campaigns where users can share their journey can create a sense of
belonging and demonstrate the impact of Safe Space Counseling’s work.

Monitor and Adapt to Performance Analytics: Regularly review social

media analytics to understand what content performs best. Use insights to
(slay) the content strategy, focusing on what generates the most

engagement and sharing within the community.

Educational Campaigns and Community Support Initiatives: It is
recommended educate the public by launching campaigns that are mental
health focused. In addition to mental health issues, reducing stigma, and
offering support resources to is highly recommended and encouraged.

Social Media Marketing Tips:

Develop customer journey
3 Types of Posts: Attract Content, Nurture Content, Selling Content

Attract Content:
Be the brand
Broaden the audience by making sure the content replies to everyone

Trending audios or reels

Make content that people can relate to with a specific problem
Ask theself, “Would someone share this post with their sister or friend?”

Talk about a problem (not about the solution)

More about connecting with the audience
Use trending audio

Nurture Content
Sell content

How do does a user show that they(or the company) are the expert
Create recurring content
Live videos

Carousel Post
Carousel Post: a set of up to ten images that a user can swipe through,
like a slideshow, but all on a single post

This is where a company share insights and wisdom

See if the bio matches the content
If doing a Carousel Post, Make the last slide a comment and share slide,

(mention the email)

 Selling Content
*STORIES*

Where to market products or features

Post before and after videos
Lay out that the company is selling something

User Generated Content

Share other people using the product
Share the “wins”

Ex: My client got this increase by doing these three things

Make sure people know how much they need to pay this
“Shop now”

Pin a selling post

Content Planner User Guide

1. Browse the internet for a template that has a social media content calendar

planning guide.
2. Utilize the “evergreen content library”
3.jDownload calendar to an excel sheet. Another option is to make a copy of it.

4. Use the “Strategy” tab to type out social media goals, content pillars, and

business goals.
5. The “Monthly view” tab to view essential content information that will be
needed in the future.
6. Utilize the “Weekly view” when planning the weekly posting schedule.
7. Make use of the “Evergreen content library” to remember and save valuable

previous posts to be used in the future.

Impact and Guidance From the Content
Calendar
Consists of the Helpful information tab, strategy tab, monthly view tab, weekly
view tab, and content library tab.

Helpful Information Tab

This showed the information for the social media pages as well as the
website on how to use the apps. In addition to that information, this tab
also showed login information for all of the accounts needed to content

creation.
Strategy Tab
In the strategy tab we discussed our overall goal for the end of the

semester, which included increasing our client referrals by 5% by April.

We planned to do this by utilizing social media. Specifically, we strived to
obtain 300 instagram followers and 100 tik tok followers.

Monthly View Tab

The monthly view tab helped our team to see the zoomed out version of

what we would be working on. Included in the monthly tab was

upcoming holidays to consider when creating content, as well as what
events we were promoting on social media that month.

Weekly View Tab

Posting schedules, the time of day to post, and who was in charge of
posting was all included in the weekly view tab. We planned to post at

8:00 a.m. after doing research that recommends that time of day. We also
 included in our weekly view tab the reminder for the person who was in
charge of the social media for that day to respond to comments, DMs,

and finding followers.

Content Library Tab
The internship team didn’t end up utilizing this tab as frequently as other

tabs. Even though we didn’t use this tab all too much, it is a great way to
have easy access to all of the sources and websites needed.

Content Planner Recommendations

1. Have quality over quantity by only having three posts a week.
2. Schedule time to in advance to film the therapists so that content is
continually being made.

Content Creation
Once we learned how to best plan for our content creation, our next step was

creating the content itself. Through lots of trial and error, we learned what
content people enjoy the most. In addition, we also learned how to make the

highest quality content and what material, equipment that entails. We learned
how important it is to follow up on current trends as well as staying in
communication with what our sponsors vision was for his brand. The following

information will go into greater detail on all that we learned about content
creation.
What the Team Created and Learned
Inquired of our sponsor on what content he envisioned

As a team we knew our Sponsor wanted to gain an online presence. We knew

he wanted to promote his brand via social media. However in the beginning,
we had no idea where to start. Through lots of meetings and listening to his

vision, we were able to get a better grasp at what he wanted for content
creation.

Brainstormed Content Ideas

Not only did we discuss ideas with our sponsor, in addition, we took matters
into our own hands by creating a document of random content creation ideas.
Some of them came from our own creativity while others came from research

on current tik tok trends.

Used trending audio

We came to find that trending audio made a huge difference in the success of

the video. Once we put sound in the background of our therapist interviews,
more people liked our posts and commented as well.

Posted Monday-Saturday on Instagram and Saturdays for Tik Tok.

We strived to have as much content as we could by posting everyday besides

Sunday to see if more people would have a chance of viewing our posts.

Saturdays was the only day that we posted on Tik Tok and we would use that
same video as a reel for our instagram account.
 Assigned someone to post content each day.

On Monday’s, Michelle was in charge of posting content. Tuesday, Madi was in

charge. Danna had Wednesday to post. Thursdays were Spencer’s turn. On

Friday, Emma was delegated the task to edit the reel/Tik Tok video that would
be used for Saturday’s post. Emma was in charge of the accounts on Saturdays

as well.

Used a variety of different types of posts.

On Monday’s the instagram page posted Instagram Stories. Tuesday’s post was

a photo of either an event that occurred or of therapists from Safe Space

Counseling. For Wednesday, we had a “Carousel Post” which is a post with
multiple pictures. On this post, Danna would find a quote from one of the

therapists at Safe Space Counseling and post it with an aesthetic background,

font, and colors. On Thursdays, we would have another Story post because we
have come to know that stories are very affective and interactive. Lastly,

Saturday’s post would be a reel as well as a Tik Tok video.

The different types of posts consisted of the following:

Stories
Photo Posts
Text Posts

Reels/Tik Tok Posts

Created three different themes of content

We divided our content into the following themes: Inspire Connection,
Educational, and Entertainment. Inspire Connection was all about posting

content that marketed the brand of Safe Space. This brand consists of coziness,
comfort, and connection. Educational posts were more about advice, and
information that the therapists gave to the target audience. This helped

advertise the business for having intelligent therapists. Lastly, we had the
theme, “entertainment” to show that therapists can be funny and for viewer’s
to have their attention grabbed on Safe Space Counseling content.

Learned how to create high quality content

As we began to film content, we soon realized we needed to use proper

equipment to enhance the quality of our video. Through some discussion with

our sponsor and internship team we decided to purchase a lapel microphone

to put on the therapist’s shirt. This allowed us to hear our therapist’s comments
during their filmed interviews with more clarity and volume. We also invested

in a ring light to ensure good lighting so that viewers can clearly see our
therapists and for our videos to look more professional.

User Guide for Filming Content

1. Find Good Lighting
2. Have a clean background

3. Have the lapel microphone hooked via bluetooth to the phone that’s being
used to film.
4. Test the audio by filming a practice video to see if the microphone worked.

5. Set up a tripod so that the video isn’t shaking while recording

6. Turn on the ring light and make sure that it is centered on the therapist
7. Prepare the therapists on what will be asked before recording. This allows

them to have time to think of an answer without pressure of being put on

the spot.

Outcomes and impact

After lots of different content posted throughout our internship at Safe Space
counseling. We came to find that reel posts received the most interaction out
of all our different types of posts. Our very first reel only reach 68 accounts, but

as we took the advice from our research to enhance our content, we reached
251 accounts. It is important to acknowledge the fact that the instagram
account also received more followers at this point.

On the other hand, picture posts reached anywhere from 8-44 accounts.
Although having the educational content that came from the picture posts
with texts and quotes from the therapists, they didn’t reach as many people as

the reels achieved. We also came to understand business accounts don’t allow
certain trending audio options. This limits the account from being able to fit

the instagram algorithm as well Is it would if the audio was a trending sound.

Recommendations
We suggest making the instagram account non business. This will

enable the account to be regular account. By doing this,

@safespaceprovo can have trending music/audio which isn’t

available otherwise. With that being said, the business can still see

their instagram statistics and engagement by using sources such as

excel or hootsuite.

Social Media Interaction

When working with a start up company and trying to create brand

new social media profiles, finding followers can be difficult. There is a

lot of different research on the internet of what ways a business can

increase followers. As we researched, we came to learn that having a

great number of followers won’t do any good for the company unless

they are part of the target audience. If the followers aren’t interested
in therapy, there won’t be an increase in revenue. In the information

below, we researched how to build followers who are a part of the

business’s target audience.

Increasing Target Audience Research

How to Attract the Right Followers on Instagram

1. Create Data-Rich Follower Personas for Instagram

Demographics: gender, age, group, culture, local or global?

Spending Power: Sell things people don’t need, but want that is easily
affordable. What’s the ideal customer looking for?
 Values and Interests: What causes does the target audience support?
How do they spend their weekends?

Activity: Consider future followers’ actual behavior on social media. Do

they enjoy competitions, user-generated content, or recommend the
company to other people? This information will help tailor the instagram

profile and content

-”YOU CAN’T BUILD PERSONA BASED ON WHAT YOU THINK YOU
KNOW ABOUT the FOLLOWERS.” -Corinna Keefe

Instead, create instagram follower personas that are reality grounded

Instagram insights-audience tab in instagram insights gives the
company information on the demographics

Find a random group of followers and note their interests in content

based off of people that they follow.
Compare this information with current customers (clients) and see if

the information overlaps.

Speak to other therapy groups and ask what people typically buy

from their age group.

Learn which type of customer spends the most money
Try to come up with more than one follower persona

2. Leverage the Instagram Followers’ Interests to Increase Targeting

Organic Reach
Once a company has gained the information on what the customers are

interested in and value, it’s time for the next step

Create a post that is styled to appeal to the followers
Make sure to use instagram tags that the audience will interact with.

Be clever in how to use hashtags to expand the current audience.

 Popular tags will make a post get lost in the noise
Identify highly specific niche hashtags that match the followers’ use

ex: Hashtags that include a specific location will reach a more targeted
crowd
3. Align the Instagram Content Strategy With the Followers’ Interests

Once a company has acquired some new instagram followers, they need
to create content that will interest them
Create content that appeals to a wide variety of people in the audience

At the same time, don’t use brand identity

Ask theself:
What format do the followers usually post?

Videos? Photos? Feed posts? Live streams?

What type of post are they more likely to interact with?
What style do they prefer?

What do they want from the content?

Inspiration, entertainment, a starting point for discussion?

Ex: If a company noticed that the followers like short sequential

stories, They follow Christmas pages. They should make short
stories about Christmas.

4. Build Rapport and Connections via Complementary and Competitor

Profiles
Similar to how hashtags and following the right kind of profiles can

help a company reach the right audience. These profiles can become a
valuable source of inspiration and partnerships
Local Companies: If location matters to the brand-it’s worth

following businesses near the. This builds a local network

Industry Competitors: Follow the rivals. Not just to see their
strategies. By doing this, it encourages the instagram algorithm to

recommend the company to their followers

Adjacent brands: If a company sells Cookies, sell should follow
brands that sell milk. If a company runs a gym, follow brands that

make protein shakes. As they follow accounts that help the

followers needs and interests, it will lead them to the company.
PRO TIP: Searching for a keyword on Instagram brings up a list of

suggested accounts, including information about how many

followers are shared.
Following these brands = useful information and with increase

the visibility on the instagram algorithm.

To be even more proactive, if a company sees that one of these
pages posts something relevant to the followers, look through

the comments and likes. Follow people who seem like they could
be interested in the brand.

With that being said, try to only follow public accounts, private
accounts often don’t want to be bothered in that way.
Follow “Suggested For You” Recommendations Strategically

Instead of dismissing the carousel of recommended accounts,

look more closely
This “suggested for you” recommendation is one of the most

useful tools instagram offers

The more a company embeds itself in the network of pages
and profiles around the ideal followers, the more likely

instagram is to recommend them.

 Make a point of scrolling through that carousel of
recommended pages. It’s surprising how quickly it contributes

to increasing the target audience.

When a company follows a suggested account, they’ll
immediately be served another carousel of relevant profiles.

Partner With Micro-Influencers on Instagram

Follow influencers
Learn from their content

Building relationships with them can help increase the audience

Instead of looking for the really famous influencers, look for the
micro-influences who are local to the business.

Using influencers with a large audience will make it hard to sift

out the kind of followers a company is looking for.
A company don’t necessarily need to gift products or discount

codes. Instead interact with their posts that the target audience
will see the company.

Adjust the Publication Schedule as the Followers’ Activity

Changes
New content is what is prioritized by instagram’s algorithm

A company can increase the post reach by making sure that the
posts are new just as the followers are opening the app
Working parents with kids are most active from 6-9 p.m.

Entrepreneurs check first thing the morning

By scheduling the posts for the right time, a company can
encourage the algorithm to show them to the followers promptly
 A company is able to use which hours and days the audience is
on the app through “instagram insights”

Be aware that information can change over time as the company

attracts more of the target audience.
Check regularly to see if the optimal post time has shifted

PRO TIP: Throw in the occasional post that’s totally off-schedule.

This shakes things up and can sometimes be successful posting
at a time the company hasn’t tried before.

Takeaway:
Attract the right followers on Instagram comes down to three key
points:

Learn about the followers and imitate their interests

Create content that appeals to the ideal followers
Be responsive to followers and suggestions from the

Instagram algorithm
Some brands focus on quantity over quality when it comes to followers

They could be bots, follow for follow accounts, or spam accounts

The #followforfollow hashtag has millions of posts but they won’t increase
the sales

Make the social media “purposeful, not popular”.

Building Followers User Guide

1.aFind out who the target audience is.

2.sLearn about what their interests are.n

3.aFollow accounts that the target audience is likely to follow.

4. Follow local influencers who the business could potentially collaborate with.

5.fFollow “adjacent brands” or brands that compliments the business.

Ex: A cookie company following a milk brand and going through there
followers to find people.

Social Media Interaction Outcomes

Some brands focus on quantity over quality when it comes to followers
They could be bots, follow for follow accounts, or spam accounts

The #followforfollow hashtag has millions of posts but they won’t increase
the sales
Make the social media “purposeful, not popular”.

During our time as interns at Safe Space Counseling, we struggled to find

followers in the beginning. When each of us had our turn to run the social
media accounts, we noticed that often times, the apps would restrict us from

following more than twenty people at a time. From the research we have done,
we have come to learn that the best way to gain followers is through the

instagram algorithm. In addition to the instagram algorithm, we found that

following/interacting accounts that the target audience interacts with is also
crucial.

Recommendations
To gain more followers, we recommend collaborating with local influencers.
Along with collaboration, we also suggest collaborating and interacting with

people that have a similar audience such as other therapists or people in the
mental health industry.

Events

3
Overview
During our experience working with Safe Space Counseling, we planned and
hosted two events for our sponsor, including “Dating 101 With a Therapist” and

“Social Connectedness Group”. Although our sponsor did not initially ask us to
plan events for him, we all concluded that having events would help Safe
Space’s target market become aware of this company and how it can help

them.
Event Categories
1. Dating-101 With a Therapist
2. Social Connectedness Group

3. Events User Guide

4. Recommendations: Online Events

Dating-101 With a Therapist

The event was a Dating 101 presentation where our sponsor instructed a group
of 30 young adults on the best dating practices. He outlined the ideal timeline
for courtship, key factors to be aware of when selecting a dating partner, and

facilitated role plays where the audience could practice these topics.

Planning Techniques and Tools for Dating-101 Event

To ensure that this event flowed as efficiently as possible, we spent hours

selecting an event budget, calculating the cost of the event, securing a venue,
setting up the presentation, and collaborating with our sponsor to market the
event to his target audience most effectively. We utilized social media and

direct messaging to attract consumers to the presentation, and because of our

event-planning efforts, we had a great turnout.
Below is a list of tools we used, how we used them, and their role in planning
the event. All of our notes and images concerning the Dating-101 Event are

located in the events section of the appendix at the bottom of the report.

1. Brainstorming

To begin event planning, we needed to start brainstorming as soon as we

could. We would meet as a team twice a week and with our sponsor every
week, which gave us plenty of time to discuss ideas and get his feedback. From
the very beginning, we had an idea of what our topic should be: learning how

to date. Thinking about his target audience of 18-31-year-olds in Provo, we knew

that a lot of them would benefit from an objective view of dating and how to
do that healthily. Once we had our idea, we began to think about the required

materials for the event.

2. Budgeting

Creating a budget and sticking to it is crucial to the success of an event. We

knew we would need to budget for our Dating 101 Event, so we started
planning that immediately. First, we asked our sponsor how much he would

like us to spend on the event. He told us between $200-$300, which was a

great budget for us to work with! With that budget in mind, we thought of
ways to utilize that budget, such as providing food, decorations, a photo

booth station, and candy for the audience to take home, to name a few.

Once we had a list of the supplies and features we wanted at the event, we
started researching how much each part would cost to get the best quality

deal. We looked online at Amazon to get a general idea of what things would
cost, and then we consulted our local Dollar Tree store to compare prices. We
ended up purchasing from Dollar Tree as they had many of the decorations

that we liked.

After calculating the cost per unit, we multiplied the food costs by our
projected event attendance. We guessed that 90 people would come to the

event and we wanted to feed them all, so we calculated the plates, cups,
napkins, silverware, candy, soda, and pizza by how many people were coming.

3. Tom’s Planner

Tom’s Planner is an online Gantt Chart Software tool our team used to plan our
internship tasks, including our events. This tool was enormously helpful for us
to organize which team member would do what, how long it would take, and

when we should expect to finish.

We split up all of our event tasks by each team member rather than putting
them in a specific order of completion. Each team member had their own

individual tasks as well as group tasks with our sponsor, which ensured that
each person was putting in equal effort for the event. We inputted tasks such

as designing our event flyer, making an event feedback sheet, creating an

itinerary for the event, and taking event photos.

Although it isn’t formally required to use software such as Tom’s Planner to

plan an event, it was a great tool for us to have because it ensured that we
wouldn’t forget anything or lose track of the small tasks we were responsible
for. Not all of the events featured in Tom’s Planner happened due to some
changing plans in the internship, but Safe Space now has a breakdown of how
they should accomplish those events if they choose to do so in the future.

Steps for using Tom’s Planner

1. Go to https://www.tomsplanner.com and create an account. It will prompt the

user to select which type of subscription is desired. We used the free personal

option because that is all we needed as students, however, it is recommended

that companies purchase the Professional Subscription which will give them
even more resources. This subscription costs $9.95/month, but the tools offered

are worth every penny!

2. Watch the 80-second introduction video to become familiar with the

database.
3. Select how the activities, resources, and statuses should be sorted. Each
category can be sorted either by the column or by date.
4. To make an event category, type in the selected name, right-click on that cell,
and select ‘indent.’ A drop-down box will appear on that cell which allows the

user to add subtasks.

5. After adding a subtask under the event category, select ‘add row’ which will

put additional items under the event category. Repeat this process until the
user has all of the subtasks needed!
6. Use the green tag on the main cells to show when the user should be
working on a project, yellow for when it's due, and red for when it's late.

Tom’s Planner also has great help guides available for issues that come about.

Thankfully, we didn't run into many issues and we believe this software is a
great business planning tool.

4. Contacts

We realized that to accomplish all of the tasks on our planning list, we needed
to contact possible venue coordinators and other church leaders as we knew
this event would take place in a church building. We reached out to one of the

church building coordinators and asked him about the building availability,
and he gave us a few different options for times and dates. We were then able

to find a date that worked in the range of our sponsor's availability and the
building schedule.
We then scheduled a time with the building coordinator to visit the venue
before the event and take inventory of the supplies already there, such as a

microphone, whiteboard with markers, chairs, and tables. Visiting the venue
beforehand was very important because if we hadn’t, important pieces of our
event would be missing and it wouldn’t have gone as well as it did.

Next, we needed to coordinate with others about funding. Because this event
was part of a Family Home Evening (FHE) church group, it qualified as an event
the church could help pay for. The church leader we contacted offered to pay

for the Costco Pizzas we wanted to buy, which was immensely helpful because
it guaranteed that we would stay under our budget.

Depending on the type of event a company may have, outside help is not

always promised. However, the more resources a company has, the more
successful they will be in all areas of business, including events. Additionally,
more resources can lead to more advertising, which is our last step.

5. Advertising

Finally, after we fine-tuned the event planning and coordinating aspects of the

process, it was time to advertise the event on social media. An event is only
as good as the audience attending, so for our efforts to be recognized, we had
to spread the word. We made a flyer for the event and posted it on our

Instagram page, and we also posted reminder stories for the event.

For Steps on How to Post on Instagram, see the Social Media section.

Impact and Outcome of Dating-101 Event

Advertisement

Post Insights: Event Flyer

Our first post on Instagram was the Dating 101 flyer. It is one of our top-
performing posts and it increased our visibility to other accounts. Our post
reached 170 people and received interaction from 10 people. Because of this, 4

people visited our profile and learned more about Safe Space Counseling’s
mission. From this post, we learned that flyers perform better if they are posted
on the feed rather than on stories as we have listed below.

For photos of the post data, see the appendix at the bottom of the report.

Story Insights: Event Flyer

We reposted our Dating 101 flyer as a reminder story of our event, which we

posted the day of, February 12. We included a message encouraging people to
come and receive dating advice from our sponsor. The statistics for the
performance of our story are featured in the appendix.

Although we didn't gain much traction from our Instagram story, it still
reached 15 of our followers, meaning 15 of our followers were made aware of our

event and thought about attending. Because we didn't get the names of all of
our attendees, we were unable to identify whether part of our audience came
from social media or other avenues, but we are confident that our efforts made

a difference.

Post Insights: Event Photos

This post has the second most interactions and the largest reach of all of our
posts on the account! We believe this is due to the time of day it was posted at

because, as reported in the Social Media section, images posted around 8am
are the most successful compared to other Instagram posts. Secondly, the post
is engaging with lots of images, a long caption, and hashtags taking users to

similar content. The data on this post is listed below:

To summarize, we gained a lot of valuable insights from sharing these posts

and stories. First, content with pictures of people performs better overall than

content without people, content posted in the morning reaches more people
than in the afternoon or evening, and posts generally receive more interactions
than stories.

Unfortunately, we didn't gain any new followers from our posts, so we

recommend researching the best ways to attract followers through stories and
posts.

Post-Event Social Media Data

Because we only had one social media post before the event, it is not very

helpful to compare social media interactions before and after the event.
Nevertheless, our Instagram posts after our event received an average of 7
interactions vs. the 10 interactions we received on our first post. We can

attribute this difference to a couple of reasons:

1. Using hashtags: the posts that received the most engagement had 4+
hashtags while ones that received less had less than 2. Using hashtags
 makes a post more visible to users who don’t follow the account, so
hashtags are important to boosting engagement.

2. Exciting images: our first flyer posts and images of the therapists on the
account are the posts with the most engagement, while the more simple
text posts didn’t always receive as much interaction. Including posts with

busy yet aesthetic designs will catch the eyes of consumers and encourage
more engagement.

By following the social media rules above, we can guarantee more post

interaction.

Event Photos

Throughout the event, we captured many images featuring our sponsor

instructing, the food and drinks provided, and photos of our internship team
and others using our photo booth.

These photos capture the essence of our event: a very relaxed, fun environment

where everyone felt love for the other attendees. For future events, we
recommend taking higher-quality photos and recording videos as well to really

showcase what the event was like and advertise it in the best way possible.

Data from Feedback Sheets

After our event, we sent a feedback sheet to the attendees and encouraged

them to fill it out so we could continue improving our events. As mentioned in

the Event Planning Tips, receiving feedback from events will help future ones
succeed and consistently exceed customer expectations.
Our attendees rated their overall experience at the event as being 4/5, with 5
being excellent and 1 being poor. They attributed their experience to factors

such as the food, topic, presentation, and decorations and set up for the event.
Each person that responded to the survey said they would go to another Safe
Space event if they include topics such as stress, mental health, dating, and

marriage. They also noted that they would be likely to recommend a similar
event to their family and friends.

We received some insightful feedback on things Safe Space can do to improve

future events, including having more people there, using more resources, and
implementing better timing. With that, we suggest improving upon those
things by implementing better event advertising and following a clearer event

agenda.

Like what was provided in the event feedback, we also suggest hosting future
events addressing stress, mental health, dating, and marriage.

Social Connectedness Group

The next event that we planned was a Social Connectedness Group. Rather

than an instruction meeting, Social Connectedness Group is a form of group

therapy where all of the clients join together to play games, eat food, and
receive a 30-minute massage from the company’s massage therapist, Chelsee.

Advertising Techniques and Tools

This event required much less planning as it was something that our sponsor
had previously hosted before. We didn’t need to plan for food and supplies
either because the event took place in Isaac’s office and he provided food for
us. Our only responsibilities for the social connectedness group were to create a

Social Connectedness Group Flyer and to advertise it.

1. Creating a Flyer

We used Adobe Express to create our Social Connectedness Group Flyer. Adobe

Creative Cloud and all of its features are free for students but not for
companies. For groups other than students, Adobe costs $29.99/month and
includes Photoshop, Illustrator, Adobe Express, Premiere Pro, and Acrobat Pro,

with 20 programs in total.

How to use Adobe Express

1. Go to adobe.com/express/ and select the “Sign In” button at the top right. of

the screen. This will prompt the user to create an account.

2. Select a format for the design. We have mainly used the Instagram Square
Post and Instagram Story templates, but all of the other templates are high

quality.

3. Choose text for the design. For this example, we used the “Mark” text in the
Bios section. Once the format is chosen, the text can be changed to display the

intended message.
4. Choose an element for the design. There can be multiple elements used
for one design, but for this example we just selected one.
5. Choose a background color. There are recommended fonts based on the
elements and text chosen, but there is an option to choose a custom color as

well.

6. Download the design. Once the design is finished, select the download
button in the top right corner. When it is finished downloading, the design can
be posted.

Social Connectedness Group Impacts and Outcomes

Unfortunately, we didn’t have as many people attend group therapy as we had

planned, but we think with more frequent group therapies people will begin to
attend more often. We had 4 people in attendance, which pictures we will post
in the appendix.

Additionally, posting the group therapy photos on the company Instagram

page will help more people attend and will garner engagement from the
audience.

Events User Guide

Throughout our projects, we researched ways to plan events most effectively.
We followed these suggestions during our event planning and they helped
tremendously.

1. Begin Event Planning

It is ideal to start preparing for an event as soon as possible. This planning

includes discussing potential topics, refreshment options, venues, and who to

contact for outside help. Planning an event early helps to relieve stress by
having time to accomplish all that needs to be done, and it also allows the
team more time to be creative and collaborate with others.

2. Identify The Event’s Goals and KPI (Key Performance Indicators)

When planning an event, it’s vital to identify the intended message. This
message can be promotional such as announcing a new product, rebranding,

or referencing a company celebration or milestone. Once a goal is selected, the

event planners outline the key metrics they want to reach. Event planners

could consider KPIs such as a certain number of attendees, a sales goal, brand
engagement, and desired press coverage.

3. Define the Target Audience

One of the most important steps in event planning is defining the target
audience. As a company meets the needs and desires of the target audience,
they will naturally support their cause which will help them to maximize their
ROI. To define a target audience, a company needs to research the

demographics, psychographics (specific interests shared across an age cohort),

and behavior of the age cohort contributing to the company’s growth the
most.

4. Define the Event Budget to Maximize ROI (Return On Investment)

Selecting a budget for an event isn’t just a helpful suggestion--it’s vital to the
execution of the event. Having a budget helps to guide the decision-making

process for the event. These decisions include venue selections, marketing
campaigns, food, workshops, memorabilia, and more. Rather than simply
hosting a pop-up experience, creating a budget allows event planners to create

an experience that the guests will remember long-term. Using the budget
wisely will also attract more attendees as people prefer attending high-quality
events with quality decorations, food, and other attractions.

5. Delegate Event Planning Responsibilities Into an Event Management

Software

The right event management software can determine whether the event
succeeds or fails in meeting its KPIs. While it may be tempting to begin
spearheading the event as soon as ideas are suggested, following an event

planning outline is crucial to ensure that nothing is forgotten. For example, a

company could create categories for the event such as venue, food, audio,
transportation, and more, with each category having subcategories with the

order in which the tasks need to be accomplished. It is also important to

continue asking questions to make sure the team has covered all of the
necessary topics with event planning. Following this process will make it much
easier to backtrack and fix potential mistakes.

6. Locate Outside Help

For a company to succeed, it can greatly benefit from the help of an already-
established company. Better yet, collaborating with influencers in the

company’s field can work wonders for a company’s visibility. Once a company
partners with an influencer, the influencer’s audience will join the company fan
club too. Advertisement is the best way to boost attendance at events, and

partnering with an influencer is one of the most effective ways to advertise.

7. Monitor Key Event Data

Once the event is over, the company should use event data–such as ticketing,

ticket sales pace, number of registered attendees, engagement rate, or

feedback – to help with future events. A company must quantify the event so
that future events can meet and exceed the expectations for the event set by

the attendees. Consumers will only stay with a company if they are consistently
impressed with their experience with that company, so utilizing this event data

will help those consumers come back for more.

Recommendations for Online Events

Due to unforeseen circumstances, we didn’t have an online event with our

sponsor company. However, we were able to gather information about how to

host a successful virtual event. As we researched, we planned a Questions and
Answers (Q&A) session with our sponsor where the audience could ask him any
therapy-related question and get a live response. Although we could not have
this online event, following the tips below will lead to a successful future online

event for Safe Space Counseling.

What Makes an Instagram or TikTok Live Event Meaningful?

Authenticity

Authenticity is one of the easiest attributes to recognize and most appreciated.

Therefore, consumers will react positively to a company’s efforts to be truly
authentic. Event planners and speakers can achieve this by including

unscripted interactions and dialogue in their presentations and showing the

audience that they are real people with real struggles, just like the audience.

Engagement

Even the most entertaining presenter can bore an audience if they aren’t
actively participating in the event. Encouraging participation, such as Q&A
sessions, polls, and inviting audience members on stage, will engage the

audience throughout the event. Additionally, the consumers will be more likely
to remember the event content because of their active learning.

Relevance and Value

Event planners need to carefully select live topics that are relevant to the
audience’s needs and lives. That way, the consumers will be more engaged in

the chosen topics, apply what they learned to their lives, and come back for
more information.

Uniqueness
Out of all the events in the world, a company should do their best to make
theirs meaningful. They can do so by brainstorming unique ideas such as a

behind-the-scenes access, expert insights, or showcasing whatever else makes

their brand different from others.

Characteristics of Past Viral Instagram and TikTok Lives

We researched some of the most popular Instagram and TikTok Lives and
analyzed what made them successful. Safe Space Counseling can apply these
similarities into their future Instagram and TikTok Live videos to garner the

same amount of success that these other creators experienced.

DJ D-Nice's Club Quarantine

When the COVID-19 Pandemic began, a creator by the name of DJ D-Nice

hosted virtual dance parties on Instagram Live, These live streams were wildly
successful as the audience was able to feel a sense of community during a time
of isolation. This idea was very unique and allowed people to have a virtual

night out while being stuck at home during the pandemic. DJ D-Nice showed
us that a successful virtual event needs to be uplifting, inspiring connection,

and unique.

Dr. Julie Smith's Mental Health Q&A

Dr. Julie Smith is a clinical psychologist who started using TikTok to share her

mental health advice to a wider range of people. With 4.7 million followers and
countless videos on a variety of mental health topics, her TikTok live videos have
been very successful and have provided a lot of help for her viewers. Her TikTok

lives are genuine, in-depth, and educational.

 Charli D'Amelio's Dance Live Streams

Charli D’Amelio rose to fame in 2019 for her unique dance combinations. As her

dance videos went viral, she began engaging her audience in other ways such
as giving daily vlogs about things going on in her life. Although to some those
videos may seem meaningless, Charli’s videos were majorly successful as they

were interactive, genuine, and fun.

From these three examples alone, we can see the importance of a live video
having elements of realness while also being entertaining and uplifting. Safe

Space Counseling can incorporate these qualities into their future live streams
by having unscripted videos, showing off their personalities, and participating
in popular trends.

How to Create an Engaging Instagram Live

This section will go over the steps to creating an Instagram Live and best
practices to boost attendance.

Step 1: Select the “+” icon on the Instagram profile or Story

At the bottom of the screen, click on the + icon which will prompt the user to

make a story or post. They can also access the + icon by clicking on the profile
picture.
 Step 2: Start the live video

Once the user gets to this page, swipe through the bottom options until the
“live” option is highlighted. Select that one and hit the “go live” button when it’s
time to officially go live.
Instagram Live Video Tips

Hype the live broadcast in advance

Just like a company advertises an in-person event before it happens, a

company should do the same thing for a live video to ensure attendance. They
can do this by posting videos and stories about the event and mentioning it in
person to clients.

Schedule Instagram Live for when the audience is online

Using a social media analytics tool such as Buffer can help a company to know
the peak times that their audience is online. Going live while the majority of the

audience is online will increase viewing.

Repurpose the live video into various short-form videos

After the live video is posted, it can be divided into short-form videos to be

reposted. This will spread the content to the audience who wasn’t able to
attend the live video, and it will encourage more attendance in future live
videos.

Offer an incentive for the audience to show up

Social media consumers respond very well to incentives. Incentives can include
hosting a give-away for viewers only or offering a discount code for the

company’s products.

Measure the analytics and improve them

Similar to post and story analytics, live video analytics are useful when
improving the performance of a company’s social media influence. Analytics
such as accounts reached, peak concurrent viewers (how many followers were

watching the live video at its most engaged time), comments, and shares are
great measures to show engagement during live videos. Boosting that
engagement will maximize the effect of live videos.
The analytics can be seen once the live video is ended. Because SafeSpace has
not hosted any live events, we don’t have any live event analytics to show.

Start the Instagram Live video with an engaging hook

While it may be tempting to sit in silence waiting for other viewers to join,
successful hosts of live events immediately engage their audience by

entertaining them from the start. For example, sharing a funny story from that
day, talking with a specific audience member, or immediately diving into the
live topic will keep viewers interested.

Use the reaction feature and call-to-action statements to engage the

audience

Encouraging the audience to participate by reacting with emojis or asking

them to respond to a certain question in the comments will help them to

actively learn in the live video and will keep them interested for longer

Outline the flow to stay on track

Finally, it’s crucial to have an event outline to avoid rambling about a topic for
too long or not addressing all the company’s goal topics. While this doesn’t

mean the live video should appear scripted (quite the opposite, actually),
having some organization will help the flow of the video and help the users
know what to expect next

How to Create an Engaging TikTok Live

Because Safe Space Counseling uses both Instagram and TikTok, it would be
beneficial for them to use both platforms for live videos. Below is a step-by-step
process for hosting a TikTok Live event with tips on maximizing viewers.

Unlock TikTok Live

This step may be considered the trickiest one as an account must have 1,000+
followers to host a TikTok live. Follow the tips in the Social Media section to
boost following, and once the account has at least 1,000 followers, a TikTok live

can be recorded.

Set up a Live Stream

Select the + button at the bottom of the screen to open the camera. Then, slide

over the bottom sections until the “Live” option is visible, then select it. If the
content creator encounters any issues, they can reach out to TikTok for help or
ensure that they meet the TikTok Live qualifications.

Add a Cover Photo and Video Title

Select the “Go Live” button, giving the user a 3-second count down until the
video is live. Next, add a caption inviting other users to join the live video. A

caption can include popular hashtags, a clever description for the live topic,
and key words describing the topic or company industry. The next live video a

company posts should include some of the same hashtags previously used to
link the videos together.

After adding hashtags, select a cover photo that encapsulates what the live

video will be about. The default cover photo will be the company’s profile
photo, so change the video cover photo by selecting the “Change” option that
appears in the profile square.
 Add Filters to the Video

Using the “smooth” and “filters” option will increase the quality of the live

stream and attract more viewers as they will choose to watch something that
looks professional. The smooth option can compensate for poor camera quality,
although it is highly recommended to film with a quality camera.

End the Broadcast

Click X at the top left of the screen, and the live-broadcast is finished! The video
will be saved to the accounts’ live-video category with the option to post the

video on the page. The live video must follow the same rules as other TikTok
videos, such as not including hateful and/or violent content, underage
behavior, kidnapping or extortion, and self-harm content.

Recommendations for Online Events

As Safe Space Counseling has yet to host a live event, below are some
recommendations for live events the company would benefit from.

Mental Health Q&A:

Host a live Q&A session where therapists answer general mental health

questions, providing valuable insights and advice to viewers.

Wellness Workshops:

Conduct live workshops on topics like stress management, mindfulness, or self-

care, offering practical tips and exercises.

Behind-the-scenes:
Offer a behind-the-scenes look at the therapy office, introduce the team, and
explain the therapy process to destigmatize counseling and familiarize the

clients with their therapists.

Client Testimonials:

With permission, share stories of positive therapy outcomes or invite clients to

report their experiences (maintaining confidentiality and privacy).

Interactive Activities:

Host live interactive activities such as guided meditations, breathing exercises,

or art therapy sessions.

Conclusion
In summary, the marketing team's work creating Safe Space Counseling's online presence
on TikTok and Instagram, in addition to organizing a well-received in-person event, has

improved the company's exposure among Provo college students. To improve Safe Space
Counseling's marketing tactics going forward, more research projects are essential. It is
advised that special focus be placed on the three main areas of focus: event preparation,

social media presence, and website optimization.

Significant improvements have already been made to the website in order to strengthen
trust, offer thorough information, and improve user experience. Enhancing service
accessibility—especially through telehealth—and customizing services for Spanish-speaking

consumers should be the top priorities for future enhancements. Moreover, increasing
visibility on search engines like Google through better SEO is essential for bringing in more
customers and producing leads, particularly through Google Reviews. First off, by including
text in the photos, a company may maximize their search engine visibility and raise the
possibility that prospective customers will see them. Incorporating blog posts about services
and pertinent mental health issues will also improve SEO and give website visitors access to

helpful resources. In addition, obtaining current Google reviews from previous customers—
which can be made easier by including a QR code for suggestions at Safe Space—and
quickly answering reviews can improve the company's legitimacy and reputation. By

applying those, we can improve Safe Space Counseling's internet visibility and build
potential customers' confidence.

Concerning social media, the creation of engaging content, strategic content planning, and

fostering engagement have all received attention. To strengthen Safe Space Counseling's
online presence, content categories like education, entertainment, and connection have
been more easily organized thanks to the use of a content planner. To be able to maximize

Safe Space Counseling's social media presence, we advise putting a few important
suggestions into practice. Firstly, converting the account to a non-business profile will grant

access to features related to popular music and personalized engagement data via Excel or
Hootsuite. Reaching out to local influencers and people with similar audiences offers a

chance to increase visibility and establish a connection with prospective customers.

Furthermore, posting three times a week and putting quality material above quantity will

guarantee that each piece of content connects with readers and keeps them interested.
Furthermore, planning ahead for therapy video shoots can expedite the production of

material and guarantee unified, powerful messaging across all social media channels. By
incorporating these recommendations, Safe Space Counseling can cultivate a dynamic and
engaging social media presence, effectively connecting with and supporting its audience.

Additionally, our internship team has worked diligently to build up awareness of Safe Space
Counseling by organizing events. Techniques for organizing events that work have been

studied and documented, with the successful implementation of a Dating 101 presentation
serving as an example. Attendee feedback and social media analytics have been examined
to make sure that future event planning initiatives are in line with the wide range of needs of

our target audience. In order to improve the event planning that Safe Space Counseling
does, we suggest the following changes. In the beginning, to ensure flawless execution and
improve the experience of attendees, full run-throughs of events should be conducted to
address factors like sound, technology, and traffic flow. Providing facilities like food,

seminars, and interactive activities will enhance the occasion and give attendees worthwhile
chances to mingle. Including take-home materials will also encourage continuing
participation after the event by providing physical reminders of the main ideas and products

presented. Further, making feedback channels more precise and measurable will show a
dedication to ongoing improvement and offer insightful information for future event
improvements. Adding Q&A sessions to online events can help participants feel connected
and involved while also facilitating meaningful engagement. By putting these suggestions

into practice, Safe Space Counseling may produce memorable events that successfully

engage and assist their audience.

In the end, we would like to point out that during our internship, the marketing activities of
Safe Space Counseling have benefited much from our committed team's efforts. Even

though we only have this semester to dedicate to working on the project, we are pleased
with the progress we have made so far. Our focus on website optimization, social media

engagement, and powerful event planning has set us up for future development and
success. We thank everyone who has helped us along the way as we are ready to wrap off

our involvement. It has been a fulfilling experience, and we are sure that the momentum we
have created will hold and have a long-lasting effect on the outreach programs of Safe

Space Counseling.

Appendix
Branding
This section includes visual and written assets developed to establish and
promote our brand identity. These materials encompass logos, color palettes,

typography, imagery guidelines, and any other elements crafted to maintain

consistency and strengthen brand recognition.

Brand Document: https://www.canva.com/design/DAF9jdq_Q84/-

jSTX5GyXdEoR-aEWSL2BA/edit
Color Codes:https://docs.google.com/document/d/1DdLMlbHif-3eN-U-
paicwbZeunUPO9p-JnuEGikV3kI/edit

Pictures for Website

Recreation:https://drive.google.com/drive/u/2/folders/1qvC62gL_708bzogiTZ
U-YFz1zP69tS5q

Databases

This section compiles the databases and websites accessed during the
research process to gather relevant information and insights. These sources

have been instrumental in informing the analysis and findings presented in

this report, providing credible and up-to-date data to support our conclusions.

The Need for Therapy

https://magazine.byu.edu/article/finding-mental-health-help-on-campus/
https://universe.byu.edu/2015/10/01/depression-a-serious-concern-for-

young-adults-and-college-students1/
https://www.thechurchnews.com/2022/2/10/23218921/mental-health-
disorder-byu-marjorie-pay-hinckley-worlds-longest-psychology-study-

terrie-moffitt/
 https://www.uvu.edu/birs/docs/research/other_research/fall_2020_healthy
_minds_survey.pdf

https://www.uvu.edu/studentcare/docs/ncha-2021-summary.pdf
Competitor Research
https://www.healingpathwaystherapy.com/?

gclid=Cj0KCQiArrCvBhCNARIsAOkAGcWBvyWyk0zBuEj_Q6Rxv9QZlzCM
h-UjwUGqPqNSogKLdLYSlhNAO4IaAtbWEALw_wcB
https://www.celebratetherapy.org/

Telehealth
https://content-na1.emarketer.com/gen-z-s-take-on-healthcare
https://content-na1.emarketer.com/millennials-healthcare

https://content-na1.emarketer.com/telehealth-players-must-differentiate-
their-offerings-2024
https://www.ibisworld.com/united-states/market-research-reports/family-

counseling-crisis-intervention-services-industry/
https://reports.mintel.com/display/1196829/?

fromSearch=%3Ffreetext%3Dcounseling%26resultPosition%3D17
Therapy in Hispanic Populations
https://reports.mintel.com/display/1196829/?

fromSearch=%3Ffreetext%3Dcounseling%26resultPosition%3D17
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2945874/#:~:text=It%20m
ay%20be%20especially%20difficult,aggression%20or%20sex%2C%20with

%20women.&text=Therapists%20should%20use%20the%20multiple,emp
hasized%20throughout%20the%20therapeutic%20process
https://www.psychiatry.org/psychiatrists/diversity/education/best-

practice-highlights/working-with-latino-patients
SEO & Google Review
https://www.semanticscholar.org/paper/Evaluation-of-Website-Efficiency-

on-Internet-and-in-
Teimouri/0be8e92fa4e82524d736a3cb7a6b7f87f208603a
https://www.semanticscholar.org/paper/Feature-based-Sentiment-

Analysis-on-Android-App-and-Liu-
Sarkar/236f98e183fbd13c29eb10ebb6702616305c80c4
https://www.sciencedirect.com/science/article/abs/pii/S002243591400029

3
https://www.sciencedirect.com/science/article/abs/pii/S000768131400098
6

https://www.searchenginejournal.com/online-review-
statistics/329701/#:~:text=The%20More%20Reviews%2C%20The%20Better
%20Reputation&text=BrightLocal's%20research%20also%20found%20tha

t,2019%2C%202018%2C%20and%202017.
Branding

https://www.semanticscholar.org/paper/Websites%27-hue-context-
congruence-as-a-vector-of-and-Khrouf-
Frikha/5cda1c3e2786066601a30b8f1b6a6c5d5d9d80ea

https://www.semanticscholar.org/paper/bbc326bd78b6e3bad3d28dafa23
86e8a77a9e434
Content Planning

https://curator.io/blog/create-instagram-reels
https://www.cyberclick.net/numericalblogen/how-to-go-viral-with-
instagram-reels
 https://www.flick.social/learn/blog/post/how-to-go-viral-on-instagram-
reels

https://www.makeuseof.com/create-viral-instagram-reels-tips/
https://www.socialtables.com/blog/event-marketing/instagram-
promotion

https://www.epidemicsound.com/blog/how-to-go-viral/
Event Planning
https://www.eventtia.com/en/blog/how-to-organize-a-successful-event-

10-top-tips-for-perfect-events
https://www.tomsplanner.com

Dating 101 Event

An in-person event we held for our sponsor, Isaac Vasquez, who gave a
presentation where a group of thirty young folks received dating advice from
our sponsor was planned and hosted on 2/12/24.

Brainstorming Notes
Initial brainstorming meeting with Isaac:
First team meeting planning the event
Second meeting with Isaac finalizing event details
Second meeting with Isaac finalizing event details (cont)
 Second meeting with Isaac finalizing event details (cont)

Event Plans with Tom’s Planner

Budgeting Notes:

Food and utensils budget:

Decorations and event layout budget sheet:

Event Photos:
Isaac presenting to the audience

Isaac presenting to audience (cont)

Isaac presenting to audience (cont)
Food setup
Internship team with Photo Booth
Audience photo booth picture
 Graphs Displaying Feedback Collected:

1. Question Prompt: How would you rate the overall experience at the
event?

(Scale 1-5, with 1 being poor and 5 being excellent)

Overall Experience at the Event

4

0
1 2 3 4 5

2. Question Prompt: What Did You Like About the Event?

 What Did You Like About the Event?

Food

Topic

Presentation

Decorations and Setup

0 1 2 3 4

3. Question Prompt: Would you be interested in attending future events

organized by Safe Space Counseling?

Yes

Yes
100%
 4. Question Prompt: Do you have any suggestions for topics for future
events?

How to Deal with Stress

25% Mental Health
25%

No
25%
Marriage and Relationships
25%

5. Question Prompt: What could we improve for future events?

(More interactive, better timing, etc.)

*there are 5 responses in this graph as two people gave more than one area of
feedback
 More Resources
20%

More People
40%

Better Timing
40%

6. Question Prompt: How likely are you to recommend similar events to

friends or colleagues?

(Scale 1-5; 1 being “Not Likely At All” and 5 being “Extremely Likely”)

Likeliness
2

0
1 2 3 4 5
Event Flyer:
Dating 101 with a Therapist Flyer Post Insights
Post Insights

Post Overview
Post Reach
Post Engagement
 Profile Activity from Post

Dating 101 with a Therapist Flyer Story Insights:

Story Overview

Story Engagement
Story Reach

Profile Activity from Story

Dating 101 with a Therapist Photos Post Insights
Post Insights

Post Overview
Post Engagement
Post Reach
Profile Activity from Post
Social Connectedness Group Therapy Images
Group Therapy Attendees Playing a Game
Group Therapy Attendees Playing a Game (cont)
Documentation and Strategic Planning

This section encompasses the recording of decisions and discussions through

meeting minutes, ensuring transparency and accountability within the
organization. It also involves the systematic gathering of information and the

development of strategies to guide decision-making and execution,

facilitating effective and purposeful actions aligned with organizational goals.

Content Backlog:

https://docs.google.com/document/d/1_G6XVVHgXHb9etww3W1Sy6iRNaTJS
mE5_I4mANRBOCM/edit
Content

Calendar:https://docs.google.com/spreadsheets/u/2/d/1rgqnE_76omTa0iyHz
 grpARHzcM_RL3G2BKZ_6-QYtA4/edit?
usp=drive_web&ouid=103187118672047728335

Content
Ideas:https://docs.google.com/document/d/18HUvzLbQSPvQRwt3UC0wnt9s
SzHDIak-P1_Zb0R50_0/edit

General Research for Final

Report:https://docs.google.com/document/d/1x7jynFft0f5qhghQM4mNYrE2
WQMun9-RJwXj0Ms-6ak/edit

Ideas for Blog

Posts:https://docs.google.com/document/d/1ZPsXYj___sopRrR9_mGuO0B8u
7kXB3H5H4zy-ifU1Ag/edit

Meeting Agenda with

Sponsor:https://docs.google.com/document/d/1l8kCuuO42vCREf_h_88Jw3Z
uOa3YKqEdnRs5FvorrLk/edit

Team Meeting
Minute:https://docs.google.com/document/d/1Mrt6kGiTlyFRSDuPLdcejJYZU

sGYJPSzgNs8k01aF3w/edit
Preliminary Conclusions and
Recommendations:https://docs.google.com/document/d/14g_FfGD4rCc9yJ

A9tYP-a4Tj2l9v8vu8f2TZKfTY2Vw/edit

Website Content

Spotlighting Services:
Telehealth:

Adding Hispanic/Latino Page:

SEO Analytics:
Branding/Google Reviews:
Social Media Content

This section showcases the various content assets developed as part of our
marketing and communication efforts. From stories and text posts to flyers,
reels, and social media content, the materials presented here demonstrate our

commitment to engaging our audience and delivering valuable information

and entertainment.

Flyer for Java Junkie Event:

Instagram Stories:
Social connectedness group flier
Attention grabbing point of view meme
Meme of the day title post
Therapy related joke
Instagram Photo Posts:
Instagram Reels & Tik tok posts:
Instagram Analytics:
 Video Content:https://drive.google.com/drive/u/2/folders/1HY1uBwbHecEHB-

ouHV98riZK7WGhaFXW

Survey Templates & Results

This section contains templates used for conducting surveys, as well as the

summarized results obtained from these surveys. The templates provided offer
insight into the questions asked and the methodology employed, while the
results highlight key findings and trends identified through respondent
feedback. These surveys serve as valuable tools for gathering insights and

informing decision-making processes within the organization.

Dating 101 Event

Feedback:https://docs.google.com/forms/d/1oe9PV8N0RcadtK0U8cGS9Npz

spDmH_RwltdhXul4g0Q/edit
Getting to Know Our
Therapists:https://docs.google.com/forms/d/1OpWwmxvFLP0L6KX7ya0pND

m6g_aH6ZddYbR8cl4Kn6U/edit
Getting to Know Our Therapist Response
Chart:https://docs.google.com/spreadsheets/d/1hxIQYkznv98Wtj2c61EhJV47

5Zgm-dbcPqjYwXgVsDw/edit
Question for Therapists:https://docs.google.com/forms/d/1rwQzrn5M-
zOrmkZn1U18LIdXfJdwy8zAv4Y4_uB_BDs/edit