This paper develops a communication project whose target is represented by university students for Serenis, a company offering online therapy services. The thesis consists of four chapters, each focused on examining factors relevant to formulating an effective communication strategy for the identified target audience. The first chapter examines the academic context in terms of psychological well-being, highlighting the need for a specific intervention for university students, supported by statistical data on mental health in Italy and worldwide. The results show that a significant percentage of Italian students experience psychological challenges stemming from family pressure and academic competitiveness, emphasizing the urgent need for a dedicated intervention. The second chapter analyzes Serenis, the communication channels used by the company, the tone of voice adopted in content creation, and the main competitors, in order to understand the company’s market positioning and the value of its brand equity. The third chapter provides a quantitative analysis of student habits and their awareness of the brand. The survey aims to assess Serenis' brand awareness, the appreciation of its content, and to identify the main touchpoints frequented by the target audience, suggesting alternative strategies to optimize communication impact, such as offline campaigns, as opposed to the company’s established use of social media. The final chapter presents "Università della Strada", an out-of-home campaign project designed to guide students through online psychotherapy support during their accademic path. It proposes site-specific solutions to enhance the brand’s visibility within university environments, optimizing the communication strategy to more directly engage students and effectively address their needs.
Il presente elaborato sviluppa un progetto di comunicazione destinato agli studenti universitari per Serenis, un'azienda che offre un servizio di terapia online. La tesi si articola in quattro capitoli, ciascuno mirato ad esaminare fattori utili a formulare una strategia comunicativa efficace per il target identificato. Il primo capitolo esamina il contesto accademico in termini di benessere psicologico, evidenziando la necessità di un intervento specifico per gli studenti universitari, supportato da dati statistici sulla salute mentale in Italia e nel resto del mondo. I risultati mostrano che una percentuale significativa di studenti italiane riscontra difficoltà psicologiche derivanti dalla pressione familiare e dalla competitività accademica, enfatizzando la necessità urgente di un intervento dedicato. Il secondo capitolo analizza l’azienda Serenis, i canali comunicatici adoperati dall'azienda, il tono di voce adottato nella produzione di contenuti e i principali competitor dell'impresa, al fine di comprendere il posizionamento di mercato e il valore della sua brand equity. Il terzo capitolo propone un’analisi quantitativa delle abitudini degli studenti e della loro conoscenza del brand. L'indagine mira a valutare la brand awareness di Serenis, il gradimento dei suoi contenuti e a identificare i principali touchpoint frequentati dal target, suggerendo strategie alternative per ottimizzare l’impatto della comunicazione, ad esempio, attraverso campagne offline, rispetto al consolidato utilizzo dei social media. L’ultimo capitolo presenta "Università della strada", un progetto di campagna out of home basato sulla volontà di guidare gli studenti tramite il supporto della psicoterapia online durante il percorso universitario, proponendo soluzioni site-specific per rafforzare la visibilità del brand negli ambienti universitari e ottimizzando la strategia comunicativa per coinvolgere in modo più diretto gli studenti e rispondere adeguatamente ai loro bisogni.
Il benessere psicologico dello studente universitario: elaborazione di un progetto di comunicazione per la piattaforma di psicoterapia online Serenis
HASSAN, LEILA ALESSANDRA
2023/2024
Abstract
This paper develops a communication project whose target is represented by university students for Serenis, a company offering online therapy services. The thesis consists of four chapters, each focused on examining factors relevant to formulating an effective communication strategy for the identified target audience. The first chapter examines the academic context in terms of psychological well-being, highlighting the need for a specific intervention for university students, supported by statistical data on mental health in Italy and worldwide. The results show that a significant percentage of Italian students experience psychological challenges stemming from family pressure and academic competitiveness, emphasizing the urgent need for a dedicated intervention. The second chapter analyzes Serenis, the communication channels used by the company, the tone of voice adopted in content creation, and the main competitors, in order to understand the company’s market positioning and the value of its brand equity. The third chapter provides a quantitative analysis of student habits and their awareness of the brand. The survey aims to assess Serenis' brand awareness, the appreciation of its content, and to identify the main touchpoints frequented by the target audience, suggesting alternative strategies to optimize communication impact, such as offline campaigns, as opposed to the company’s established use of social media. The final chapter presents "Università della Strada", an out-of-home campaign project designed to guide students through online psychotherapy support during their accademic path. It proposes site-specific solutions to enhance the brand’s visibility within university environments, optimizing the communication strategy to more directly engage students and effectively address their needs.File | Dimensione | Formato | |
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https://hdl.handle.net/20.500.12608/78824