Category Project Highlight

Tapping into the Future

Allstate Hispanic: Tapping into the Future

Hispanics represent the largest and fastest growing population segment in the U.S. (U.S. Census) - and this growth is not expected to slow down.

Taylor PRimero understands – and research has demonstrated - that perceived value and trust are two major emotional motivators when engaging the Hispanic consumer. Allstate has a long-lasting, consistent commitment to the Hispanic community. Its “Good Hands®” proposition extends to its communication programs by addressing current concerns, needs and interests of the target by positioning Allstate as a reliable company and committed to helping Hispanics protect their way of life.

In 2008, Allstate engaged Taylor PRimero to develop an initiative with the aim of enhancing Allstate’s brand perception and product consideration among Hispanics.

Taylor PRimero developed an ongoing strategic marketing communications platform that includes the support of the Mexican National Soccer Team Sponsorship, as well as a media relations component that effectively communicates the company’s initiatives. These include Teen Safe Driving, Agent Value and Money Savings, among others.

The relationship with Hispanic media effectively serves as a communication umbrella by providing educational information and programs that are not only in-language but culturally relevant to Hispanic consumers. This has helped develop a positive media rapport and on-going relationship.

Media response has resulted in more than 27 million earned impressions across the U.S., with the strongest results in the markets and regions pinpointed for their considerable Hispanic footprint. Additionally, in 2008, as a result of Allstate’s marketing efforts, Hispanic-specific policies in force (policies sold) increased five percent and accounted for 39 percent of the total new policies in force for the entire company.

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