As part of AMB372 Public Relations planning, I worked with a team of five in a PR agency stimulation to develop and pitch a creative strategy to iSelect. The client brief from iSelect asked our cohort to develop a public relations campaign surrounding: 

• How can iSelect encourage young Australian adults who hold private health insurance to:

  • regularly review their insurance coverage?

  • compare their current product with other alternatives?

  • switch to products that better suit their needs?

 

The project saw my team and I:

• Analyse survey data from more than 300 participants to develop key insights and identify attitudinal and behavioural relationships  

• Define and detail the target publics for the campaign

• Develop a creative and innovative overarching strategic idea that would gain cut-through and drive change including tactics and key messages

• Deliver a rocket pitch to our lecturer and tutor to gain feedback

• Organise and conduct a focus group with six participants representing our target audience to test the campaign and gain further insight and feedback

• Pitch to iSelect

 

Mark received: High Distinction (7), 98% Overall

 

<- Click the image to view the slides from our pitch & our handout