State Farm Honors Teacher at its Football Bayou Classic - Event Marketer

State Farm Honors Teacher at its Football Bayou Classic

DB_Teacher_2004 Ex
Brand: STATE FARM
Awards: EX AWARDS — BEST ACTIVATION OF A CAUSE SPONSORSHIP/COMMUNITY TIE-IN
Year: 2004

The annual football game between African-American schools Southern University and Grambling State University has become one of the jewels inside the State Farm portfolio.

The insurance giant uses the game as part of a larger push to connect with African-American college students. More than 500 Farm agents volunteer down in Louisiana as State Farm implements its five-part Classic activation plan. Part 1 is the game. Part 2 is the Neighborhood of Knowledge area featuring State Farm booths, local community organizations, and other demonstrations by authors, police officers, artists, etc. Part 3 is the pair of scholarships handed out to the schools. Part 4 is the Bayou Classic Teacher of the Year Award given to the best teach. And Part 5 is an on-site State Farm Super Job Fair (manned by more than 50 companies) set up to help the students get employed after they toss their caps.

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