WSU public relations students win Blue Cross Blue Shield campaign competition...

Wayne State Department of Communication students Amna Husain, Tiffany Kress and Meaghan Priebe won a state-wide competition run by Public Relations Student Society of America (PRSSA) national and Blue Cross Blue Shield of Michigan (BCBSM) in summer 2013. The challenge invited Michigan PRSSA teams to find creative ways to plan and implement a communications campaign for the 17-25 age demographic, intended to bring that population up to date about healthcare changes taking effect in January, 2014. Specifically, the challenge required students to research and determine the top five things their constituency thinks are important about heath care reform, and then create awareness among that population around the identified areas of importance. The last step in the process was presenting findings and recommendations to BCBSM that were realistic and applicable.

The Wayne State PRSSA team quickly discovered that they first had to unravel what the target audience already knew about the Affordable Care Act (ACA), accomplished using a survey. They then designed a campaign around objectives that included 1) building trust and increasing brand awareness for BCBSM among this targeted group, 2) incorporating campus campaign events, identifying the top five things college students need to know about health care reform and 3) communicating the positive impact BCBSM has on Michigan healthcare.

"This opportunity required students to research their own demographic and then design and execute an informational campaign on behalf of a large insurance provider," said Dr. Shelly Najor, PRSSA faculty advisor. "This was a wonderful addition to their professional portfolios. I am very proud of them."

The WSU team feels the rewards of winning far outweighed the effort. "Alongside feeling accomplished and extremely proud, we also gained professional insight and experience, which is sometimes hard to acquire during school years," said Kress.

Husain expressed similar sentiments about contests in general. "A competition of any sort can be daunting at first, but I feel that extra-curricular activities like these can really groom and polish us and prepare us for the business world," she said. "To other communication students, I highly recommend membership in the WSU PRSSA chapter because it offers incredible pre-professional opportunities."

As the winner of this state-wide competition, the WSU PRSSA team received $500, a round table meeting and dinner with BCBSM's communications team and tickets to a Detroit Tigers baseball game. "Can't ask for more than that," said Kress.

Photos, top to bottom:
- Priebe, Husain and Kress stand with Dr. Shelly Najor at PRSSA's 2013 Alumni and Student Recognition Luncheon.
- Priebe, Kress and Husain were treated to a Detroit Tigers baseball game in August.
- The students also enjoyed a dinner prior to the ballgame with members of the Blue Cross Blue Shield of Michigan communications team.