To drive awareness for Allstate services among Hispanics, SJ Public Relations created a national integrated marketing campaign which included both advertising and public relations elements.
Allstate enlisted SJ Public Relations to develop a national community relations program to educate Hispanic consumers about the value of insurance. Incorporating Allstate’s sponsorship of the highly-regarded National Council of La Raza’s (NCLR) annual conference, SJPR created interactive demonstrations showing the importance of automobile insurance first-hand to the 15,000 conference attendees. The program included a dramatic auto dismantling reenactment at the Allstate booth which demonstrated just how quickly a car could be stripped and fall victim to the multibillion-dollar illegal auto parts market. Additional placements through print and radio advertising as well as traditional PR resulted in 100 million media impressions and a 30 percent increase in insurance sales among Hispanics. The program netted Allstate Insurance Company $1.5 million in non-paid media value.