Counseling and Psychological Services (CAPS) at Indiana University Indianapolis provides affordable, tailored mental health services for students, including group and individual therapy. Challenges include ineffective marketing, stigma around therapy, scheduling difficulties, and potential staffing shortages. Opportunities exist with rising enrollment and increased demand for services, alongside improved marketing efforts. However, CAPS faces competition from providers like Better Help, which offers online therapy at higher rates. Despite this, CAPS can leverage its strengths and address challenges to enhance outreach and service utilization among students.