Discover Media Relations Campaign


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This deck was presented as a media relations campaign for Discover Student Loans as part of a DePaul University graduate course.

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Discover Media Relations Campaign

  1. 1. Agenda • RESEARCH • INSIGHTS • THE CAMPAIGN – Newsworthy Idea – Media Involvement
  2. 2. RESEARCH
  3. 3. Previous Media Coverage in 2013 • MainTopics – Advocacy from CFPB for restructuring and loan protection – J.P. Morgan Chase Exiting Industry – Issues with loan repayment and debt relief – Advice for college-bound students – Legislators seeking action – Statistics from Discover Student Loan Survey
  4. 4. National Media Outlet Coverage Loans DSL WSJ Most mentions of Discover Student Loans Financial related news X X Chicago Tribune “DiscoverGraded on Student Loans” – positive article Insight: “biggest college worry is student loan debt” X X AP One mention: cited 5 percent growth, but also stated that private loans tend to have higher interest rates X X Millennial Media HuffPost Blog post by Jodi Okun More than 1,000 articles about student loans X X BuzzFeed Investigation by CFPB “18Things that are Easier than PayingOff Student Loans” X X HerCampus Previous partnership with “The Hidden Costs of College & How to Budget for Them” X U.S. News & World Report Consistent amount of coverage, articles are read as the company is well known for its college rankings X
  5. 5. “Young people do not want to entrust the decision about what’s news to the editors or one geographically proximate newspaper or another mainstream media outlet. They want to decide for themselves via specialized streams.” Survey by
  6. 6. INSIGHTS
  7. 7. SWOT Analysis STRENGTHS • Customer service • Attention to responsible lending • Directly work with universities WEAKNESSES •Third ranking in market • Higher interest rates OPPORTUNITIES • Recent product growth • Increase in media coverage • New student audience THREATS •Overall perception of loans • CFPB Investigation (regulation)
  8. 8. THE CAMPAIGN Dream with Discover
  9. 9. Goal To enhance the reputation of Discover Student Loans so that it is a leading option for funding tuition among U.S. college students.
  10. 10. Objectives • To obtain favorable mentions in at least 75 percent of Discover Student Loans’ media coverageby September 1, 2015. • To generate one million media impressions about Discover Student Loans’ campus event panels from media outlets, with a target audience between the ages of 17 and 25, by September 1, 2015. • To engage 2,000 students between the ages of 17 and 25 in Twitter conversations with the hashtag #DreamwithDiscover by September 1, 2015. • To generate a 15 percent increase in applications for Discover Student Loans by September 1, 2015.
  12. 12. Event Panels 5 Cities 25 Panelists Media Opportunities WebinarsExclusive Interviews Celebrity Moderator#DreamWith Discover
  13. 13. Scholarship Contest 2 weeks to Tweet 1 Month to submit 100 Finalists 5 Winners #DreamWith Discover $10,000 Scholarship
  15. 15. Outlets
  16. 16. Tyler Kingkade HuffPost College • Associate Editor • Higher education &millennials • Educated & informal • “The Me Generation” response • Pitch: exclusive panelist interviews
  17. 17. Stephanie Kaplan Her Campus • Co-founder, CEO, Editor-in-Chief • Large reach • Career planning & financial advice • Scholarships • Pitch: “Dream with Discover” exclusive
  18. 18. PRESS MATERIALS Dream with Discover tab on Student Loan website •MediaAlerts •News Releases •Backgrounders
  19. 19. Measurement & Evaluation • Amount of coverage generated in national and local news outlets between March 1, 2015 and September 1, 2015, with particular emphasis on outlets that were pitched and received information about the “Dream with Discover” campaign. • Tone of coverage generated in national and local news outlets between March 1, 2015 and September 1, 2015. • Number of tweets that include the hashtag “#Dream with Discover”. • Tone of tweets surrounding the “Dream with Discover” scholarship contest. • Number of entries in the “Dream with Discover” scholarship. • Number of applications to Discover Student Loans between March 1, 2015 and September 1, 2015.
  20. 20. The future belongs to those who believe in the beauty of their dreams. - Eleanor Roosevelt