Interns in Action SUMMER INTERNSHIP 2003             Michelle Bain Toronto Rotman School of Management, MBA student Hi everyone, I thought I would take a moment to introduce myself and the project I am currently working on this summer. My name is Michelle Bain, and I've just completed the first year of the MBA program at the University of Toronto Rotman School of Management. I am working for the Kids Help Phone, a 24-hour, confidential, professional counselling service for children/youth across Canada. My job is to develop a marketing plan for the BC region. Currently, BC has the lowest call volume in Canada, and KHP wants to increase the awareness of its name and services to its target audience, as well as increase knowledge of the value that the service provides. Issues surrounding the lack of awareness include confusion with competitors/near substitutes, lack of clarity of message, and a shortage of resources. After working here for two weeks, and spending time in the call centre, I can definitely see the importance of this service! I am originally from Vancouver, and am living with my parents for the summer. Michelle Bain