Discover Financial Services’ Public Relations team approached my DePaul University Media Relations class with an opportunity to create a campaign for the company’s student loan product. The challenge presented was to increase the consideration of Discover Student Loans among high school and college age students.
The campaign, “Dream with Discover” focused on reaching media outlets and journalists with a young millennial audience through two tactics: financial education event panels and a social media scholarship contest. This positioned Discover Student Loans as a resource for financial education and as a supporter of students’ collegiate and career dreams.
A media relations briefing book was presented to the client that outlined the ideas and provided detailed information about the media outlets and journalists who would be pitched as part of the campaign. Additionally, research was conducted, including an analysis of previous media coverage and insights about the target market.