TARGET MARKET

The ideal customer for the CAPS mental health peer support program at IU Indianapolis is a diverse group of empathetic and open-minded students aged 18–24, both undergraduate and graduate, from varied socioeconomic backgrounds, residing on or near campus. These full-time students balance academic and social responsibilities, actively seek mental health support, and value community and inclusivity. These students use digital platforms to access mental health resources, participate in online support groups, and stay informed about mental health topics. The students are engaged in campus activities and student organizations, advocate for mental health awareness, maintain strong social connections, and use digital platforms to access resources. Marketing efforts should leverage social media, collaborate with student organizations, highlight success stories, offer flexible support options, and create engaging content to effectively reach and support these students.