Destigmatizing Mental Health: Student Affairs and Marketing Unite

About the Episode: Addressing the mental health needs on our campuses is pivotal to ensuring success for both our students and those who work at our institutions. Once we create the plan to address the needs, how do we effectively communicate the work? During this episode, listeners will:

• Learn how Kent State University expanded mental health resources and services across an eight-campus system and an international campus.
• Engage in discussion on developing effective marketing strategies for a comprehensive mental health campaign.
• Apply practical examples from lessons learned through the lens of both a marketing professional and a student affairs senior administrator.

Learn more at www.kent.edu/mentalhealth 

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The Genesis of Collaboration: A Deeper Dive

The formation of the partnership between Angelique Daniels and Dr. Talia Drummer-Ferrell at Kent State University is a compelling story of how necessity and opportunity can converge to spark innovative collaboration. The mental health awareness campaign, born out of a critical need to address escalating mental health concerns on campus, exemplified how interdisciplinary cooperation can break down traditional silos within academic institutions.

Identifying the Need: The initial push came from the stark realization of the mental health challenges students faced, further exacerbated by the COVID-19 pandemic. Dr. Drummer-Ferrell, in her role overseeing student life and the care team, observed firsthand the impact of mental health issues and suicides on the campus community. This urgent need for action catalyzed the partnership with Daniels, whose expertise in marketing strategy offered a unique avenue to raise awareness and foster engagement.

Forming the Partnership: The collaboration between Daniels and Dr. Drummer-Ferrell was not just strategic but also symbolic of a broader shift towards integrated campus-wide efforts to tackle critical issues. Daniels’ invitation to join the committee overseeing the mental health initiatives marked the beginning of a joint venture that would leverage their combined insights, expertise, and resources to make a tangible difference in the lives of students and staff alike.

Laying the Groundwork: The partnership's foundation was built on mutual respect for each other's expertise and a shared commitment to the cause. By combining Dr. Drummer-Ferrell's comprehensive understanding of student life challenges with Daniels' innovative marketing perspectives, the team set out to create a campaign that was both informative and engaging, aiming to destigmatize mental health discussions on campus.

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Unveiling the Campaign: Insights into Execution

The unveiling of the mental health awareness campaign at Kent State University showcased the power of strategic communication and community involvement in driving social change. The campaign's rollout was a masterclass in marketing execution, demonstrating how thoughtful planning and community engagement can amplify a message's impact.

Strategic Implementation: Launching across Kent State’s main, regional, and international campuses, the campaign's reach was unprecedented. The strategic use of diverse media, from bus wraps and bathroom mirror clings to digital platforms and physical displays, ensured that the message permeated every corner of the university's ecosystem. This omnipresence not only heightened visibility but also fostered a unified campus-wide conversation about mental health.

Engaging the Community: A pivotal aspect of the campaign’s success was its ability to involve the entire Kent State community. By featuring students, faculty, and staff as faces of the campaign, the initiative fostered a sense of ownership and personal connection to the cause. This approach not only humanized the issue but also empowered individuals to share their stories, further dismantling the stigma surrounding mental health discussions.

Sustaining Momentum: The campaign’s timing, aligned with Mental Health Awareness Month, and the comprehensive array of events and activities, from educational workshops to wellness events, kept the momentum alive. The initiative’s integration into significant university events, such as homecoming, and the involvement of athletic teams, underscored the universal relevance of mental health, making it a shared campus priority.

Reflecting on Impact: The immediate and palpable impact of the campaign, evidenced by increased engagement with mental health resources and widespread community support, reflects the power of collaborative efforts in addressing societal challenges. The initiative not only raised awareness but also set a precedent for future campaigns, emphasizing the importance of strategic partnerships and community involvement in effecting meaningful change.

The genesis of this collaboration and the unveiling of the campaign at Kent State University highlight a transformative journey from recognizing a critical need to implementing a comprehensive, impactful solution. This case study serves as a blueprint for other institutions aiming to foster a healthier, more supportive campus environment, proving that together, we can break down barriers and champion change.

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Key Takeaways:

• Cross-disciplinary collaboration is essential for tackling complex issues like mental health awareness on campus.
• Strategic marketing can significantly amplify the impact of health and wellness initiatives, reaching a wider audience and encouraging active engagement.
• Community involvement, from students to faculty and alumni, enriches the campaign's relevance and reach, making the message more relatable and effective.
• Adaptability and resilience in planning and execution can overcome obstacles, leading to more refined and impactful outcomes.

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About the Show:  We hear it every day across campuses: “We need to be working more collaboratively.” The higher education industry is notoriously siloed, with colleagues struggling to connect, duplicating services or having disjointed messaging.

Breaking Silos aims to showcase the remarkable work of marketing professionals and their non-marketing colleagues from different departments across campus, who come together to achieve common goals, implement new initiatives, enhance the student experience, and foster better collaboration among teams.

Each episode features a marketer and their non-marketing colleague to talk about their partnership. This unique format will inspire marketers to try new things and connect with colleagues in new ways, while also allowing non-marketing professionals an inside look at some of the most collaborative projects in higher education marketing.

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Connect With Our Host:
Shane Baglini
https://www.linkedin.com/in/shanebaglini/ 

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About The Enrollify Podcast Network: Breaking Silos is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!  

Some of our favorites include Visionary Voices: The College President’s Playbook and The Application with Allison Turcio.

Enrollify is made possible by Element451 —  the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com. 

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Connect with Us at the Engage Summit: Exciting news —  Maya will be at the 2024 Engage Summit in Raleigh, NC, on June 25 and 26, and we’d love to meet you there! Sessions will focus on cutting-edge AI applications that are reshaping student outreach, enhancing staff productivity, and offering deep insights into ROI. 

Use the discount code Enrollify50 at checkout, and you can register for just $99! This early bird pricing lasts until March 31. 

Learn more and register at engage.element451.com — we can’t wait to see you there!