Individual Assignment: Developing a Marketing Plan (30%)

Purpose:

The individual assignment is designed to allow students to apply their knowledge of workplace mental health in a real-world context. This assignment facilitates a deeper understanding of the intricacies involved in promoting mental health in the workplace and emphasizes the role of internal marketing in driving awareness and participation in such initiatives.

Assignment Requirements

Students will be given a brief overview of a company, including its size, industry, and employee demographics, and Mental Health Programme to be implemented. Based on this information, students are required to develop an internal marketing plan for a Workplace Mental Health programme using the 5Ps marketing strategy, with a focus on People, Product, and Promotion.

1. People: Analyze the given background to draft a realistic demographic breakdown of the organization’s employees. Identify target groups, such as departments, age groups, seniority, and detail how the programme will cater to their specific needs. By offering this context, you’ll ensure the programme is being developed with a clear and focused target audience in mind.

2. Product (Programme): Define the Workplace Mental Health programme. What does it include? How does it address the mental health needs of the employees? How does it add value to the company and its employees? When giving names to the programme,
consider how it will encourage higher participation.

3. Promotion: Develop a strategy to promote the programme within the company. How will you communicate the benefits of the programme to the employees? What channels will you use to reach your target audience?

Mental Health Program:

To support the well-being of its diverse and global workforce, INTI Global Solutions has launched a comprehensive mental health initiative called “Thrive Together”. This program offers a variety of resources designed to help employees manage mental health challenges, stay resilient, and thrive both personally and professionally. The program includes the following components:

1. Wellness Webinars and Events: Regularly scheduled virtual and in-person wellness events will be hosted, covering a variety of topics, such as mindfulness practices, coping with workplace stress, and building emotional resilience. These sessions will be led by a combination of wellness experts and mental health professionals, with
interactive elements such as Q&A and peer sharing.

2. Managerial Mental Health Training: A specialized training module will be available for managers and team leaders, focusing on identifying mental health challenges among team members, providing guidance for well-being, and creating a positive, supportive work environment. The training will equip managers with skills to build psychologically safe teams.

3. Employee Assistance Program (EAP): The EAP includes a confidential support Program to provide access to confidential, 24/7 mental health support services, including virtual therapy sessions and coaching. Employees can access these resources remotely, with flexibility in scheduling to accommodate their work-life balance.

4. Workplace Well-Being Campaign: A company-wide campaign will be rolled out to reduce the stigma around mental health challenges. This campaign will involve spotlighting stories from employees who have encountered faced mental health struggles, offering a platform for people to share their experiences, and educating staff on available mental health resources. The campaign aims to foster a company-wide culture of openness and empathy through dialogues about mental health in the workplace.

Through “Thrive Together”, INTI Global Solutions strives to prioritize mental health in the workplace and create a supportive environment to empower employees to seek help so that they can attain both personal and professional growth.