AD Therapy.

Cooper Mental Health Counseling has provided me with my first opportunity to buy an ad and actually see how it performs on Facebook’s digital platform, which is extremely exciting. I’ve done a tremendous amount of fun and exciting projects during my time at NYU. However, a lot of the time the feedback isn’t enough to make me feel confident entering my future endeavors. I am extremely excited to put my skills into some measurable work, regardless of the outcome; because doing good feels good and doing bad is going to give me a chance to learn.

Anyways, my group and I got an entire class period to bounce ideas off each other and thoroughly review our clients brief to ensure that our ad would be the most effective. Majority of our decisions were simple and straight forward such as our campaign objective (drive traffic to web page) and target age range. We also were easily able to focus on a certain education levels and incomes, based off the doctor’s prices and insurance policies. However, my group and I had to delve into the conversations surrounding location/time. We wanted to ensure that people were not only seeing the message during their work commute, where it would most likely go be ignored; but when they had the time to pause and actually sink into the information we provide.

During my research I noticed that one of the main differentiating factors of Cooper Mental Health Counseling is the diversity. People are very picky about the therapists they choose and are always struggling to find the right fit. The fact that this counseling center provides a variety individual to talk to is very important and needs to be shown more throughout their brand. However, because many companies are using diversity and inclusion as a selling point, Cooper Mental Health Counseling must ensure their approach is authentic and true to helping people.

Some information that could help is finding out how people feel about the counselors at Cooper Mental Health Counseling and their actions. Directly-hearing the words and stories could help marketers create ads that show the needs of the people. And I don’t mean an ad of patients sad stories, but ads that show someone’s new found confidence or positive outlook on life(not necessarily with people, but words and different creative mediums). However, because of HIPPA laws I am not sure how possible that is.