Daylight Creative Therapies

Daylight Creative Therapies recognises the importance of effectively expanding their outreach and engaging with their audience. However, they face specific challenges in the current market landscape:

1. Saturation of mental health content: The online space is filled with a plethora of content related to mental health, making it challenging for Daylight Creative Therapies to stand out and capture the attention of their target audience. Instead, they want to avoid adding to the noise and deliver unique and differentiated content.
2. Lack of market trends understanding: Daylight Creative Therapies currently lacks a clear understanding of the prevailing market trends in mental health. With this knowledge, they can align their marketing efforts with their target audience’s desires and needs. A comprehensive understanding of market trends is crucial for developing effective strategies.

I am thrilled to share my experience working with the talented team on their student project focused on market research. Their efforts have been instrumental in guiding us in shaping our company's direction and decision-making process.

From the very beginning, the team demonstrated a deep understanding of market research by presenting a well-defined set of objectives, a thoughtfully crafted methodology, and a comprehensive SWOT analysis. This meticulous approach laid a solid foundation for their research and gave us confidence in their findings.

One of the team's key recommendations was to target corporate clients, aiming to gain more traction in larger companies. They recognised the potential impact a detailed mental wellness programme could have on employees' well-being and, consequently, on their performance and productivity. By aligning our efforts with the needs of corporate clients, we would be able to make significant strides in promoting mental health in the workplace.

The team's insights into the potential benefits of our mental wellness programs were truly eye-opening. They highlighted the potential to lower healthcare costs, decrease absenteeism, and improve employee retention. These findings not only reaffirmed the importance of incorporating these programmes but also provided us with tangible evidence to support our initiatives and make a compelling case for investment.

Furthermore, the team's framework for collaboration with other companies has been invaluable in expanding our reach and impact. Their strategic approach will prompt us to form meaningful partnerships, leveraging the strengths of other organisations to amplify the positive effects of our mental wellness programmes. We believe this collaborative mindset will open up new avenues for growth and position us as a leader in the field.

Overall, the team's dedication, expertise, and innovative thinking have made a significant impact on us and our approach to marketing. Their market research has provided us with actionable insights, and guiding our decision-making process to help us achieve our goals. I am truly grateful for their contributions and would highly recommend them to any organization seeking to gain a competitive edge through market research and strategic recommendations.

Rachel Yang, Co-founder, Art Psychotherapist, Expressive Sandplay therapist, Developmental play practitioner
Daylight Creative Therapies LLP

Celina Abdullah, Project Lead, Key Liaison

Cherie Aw, Researcher

Janielynne Flores, Secretary, Editor/Researcher

Ice Ho, Researcher

Promoting Organisational Growth and Brand Awareness:
The main goal is to drive the growth of the organisation and increase its brand visibility by engaging with corporate employers.

Identifying the Market Trends:
The core objective of this research is to identify and analyse the current trends in the corporate wellness market. A thorough study will be conducted on existing practices, emerging concepts, and innovative approaches within the industry.

Transforming Art Therapy into Attractive Wellness Programs:
By conducting a comprehensive analysis of DCT's approach and its competitors, the aim is to explore how art therapy can be transformed into appealing and effective wellness programs. These programs should cater to employees from various companies.

Phase 1: Gathered insights on the industry partner's organisational structure. Identified the fundamental problems they intend to resolve. Present the first draft of findings after feedback from panellists, an entrepreneur, and an architect.

Phase 2: Multiple panellists provided different feedback regarding the navigation of market research and its direction. Eventually, a new target demographic (corporate wellness market) was proposed to DCT for their endorsement.

Phase 3: The team concentrated on the finalised demographic and conducted further analysis to steer the market research. Secondary data and mixed methodology were optimised to overcome these limitations.

A mixed-method approach incorporating various research techniques, such as literature reviews, case studies, observation and participation, focus groups, and interviews.

• Meetings were conducted with the industry partner to gather primary data to gain insights into the target demographic. Additionally, focus group interviews were conducted with the chosen demographic to obtain further primary data.
• For secondary data, literature resources, including articles and case studies, enhanced understanding of market trends and consumer behaviour.
• Furthermore, a SWOT analysis of DCT competitors was conducted to comprehensively understand their strengths, weaknesses, opportunities, and threats.
• Additionally, the secondary research explored the potential of wellness or well-being interventions for healthcare professionals and examined technological innovations adopted by emerging integrated wellness companies.

This project aims to address the above challenges and achieve the following outcomes:

1. Comprehensive market research: The project will involve extensive research to gain deep insights into the mental health market. This research will encompass various aspects such as consumer preferences, emerging trends, market gaps, and effective marketing strategies adopted by successful practitioners and organisations in the field.
2. Strategic planning and positioning: Based on the market research findings, the project will assist Daylight Creative Therapies in developing strategic plans. These plans will outline the organisation’s positioning, unique value proposition, and approaches for effective outreach and expansion. Daylight Creative Therapies can craft a compelling brand message by understanding the market dynamics and differentiating themselves from competitors.
3. Relevant and engaging content creation: The market research report will provide valuable insights into the current mental health market’s wants, needs, and gaps. With this understanding, Daylight Creative Therapies can create content that resonates with their target audience. They can address the identified gaps and deliver relevant and engaging content, capturing viewers’ attention and interest.
4. Enhanced marketing strategies: With a clear understanding of market trends and audience preferences, Daylight Creative Therapies can refine and optimise its marketing strategies. They can tailor their approaches to effectively communicate their brand message, engage with their audience, and drive more business to their services. This will help them expand their reach and achieve their marketing goals.

By leveraging comprehensive market research and subsequent strategic planning, Daylight Creative Therapies aims to position itself as a trusted and sought-after provider of creative therapies in the mental health field. The project's ultimate goal is to enable Daylight Creative Therapies to develop a strong presence, engage with their audience authentically, and achieve long-term success in their marketing endeavours.

A report up to 10 pages, which includes the following:

• To recommend that DCT collaborate with a successful integrated wellness company to develop an art therapy wellness app specifically designed for the corporate sector. This collaboration would leverage the company’s expertise in utilising technological solutions for mental well-being and its successful track record in providing personalised support and resources.
• Ideas and opportunities for networking and collaboration.

Meeting minutes with Rachel and Jue ANN. Thur 9th Nov, 2-2.45 pm

Summary: 

During our meeting, we focused on scoping the report to help DCT differentiate itself from other mental health and therapy practices on social media while expanding its reach and driving more business to the brand. We also discussed the potential of organising art therapy retreats or workshops to reach out to organisations.

The market research report will provide valuable insights into the needs and wants of DCT's target audience and identify gaps in the current market. This information will inform strategic plans, outreach efforts, and expansion initiatives for the next one to two years. Looking further ahead, DCT's long-term goals include establishing a hub and drop-off point for creative therapists with a strong emphasis on sustainability, scalability, and profitability over the next five years.

We will combine qualitative and quantitative research methods to gather data for the report. This will involve conducting interviews with key stakeholders, analysing industry reports and trends, and examining the impact of telehealth services on improving access to healthcare. The report will offer an overview of Singapore's creative arts therapy market, assess the competitive landscape, and explore the potential benefits of local and overseas partnerships, collaborations, and advocacy initiatives.

We discussed incorporating wellness trends and spirituality into DCT's services and social media content. By addressing these areas, DCT can further differentiate itself from competitors and better meet the needs of its target audience.

We anticipate completing the market research report by April 2024. The report will provide strategic recommendations such as repositioning DCT, developing new services aligned with audience needs, and leveraging social media for enhanced client engagement. We also discussed the potential use of chatbot technology to utilise technological advancements effectively.

We outlined a five-year plan for DCT with a strong focus on sustainability, scalability, and profitability. The market research report will guide DCT's marketing efforts, outreach initiatives, and expansion plans. Additionally, we suggested incorporating insights from the McKinsey Health Institute survey on Gen Z's social media engagement and mental health to inform future strategies and content creation. https://www.mckinsey.com/mhi/our-insights/gen-z-mental-health-the-impact-of-tech-and-social-media

Overall, our discussion highlighted the importance of understanding the target audience, identifying market gaps, and adapting to emerging trends to position Daylight Creative Therapies as a leading provider of creative arts therapy in Singapore. We are excited about the company's efforts to differentiate itself on social media and expand its reach.