CHARLES SCHWAB
PR CAMPAIGN
+Assignment
Ruth Agency challenged our PR Campaigns class to create a campaign for Charles Schwab targeting Gen Z and their parents.
+Approach
I conducted primary research via a survey I created, using Qualtrics, to understand hesitations around investing, and analyzed secondary data from a CFA Institute study to identify market gaps.
+Result
The CFA study showed that while Gen Z men are already investing, our survey showed that, Gen Z women want to start but feel overwhelmed by the timing and process. We chose Reese Witherspoon and Lexi Minitree, the original and new "Elle Woods," to bridge the generational gap. The campaign proves that with Charles Schwab, investing is accessible for everyone, making it "easy" to start regardless of experience.