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State Farm: A Good Neighbor to Multicultural Marketing

November 8, 2010

Executive Summary

Pam El, VP, marketing, State Farm, discussed how State Farm is working to attract multicultural consumers by leveraging the strength of their brand values and the presence of their insurance agents in multicultural communities. State Farm knows that they can only deliver on their brand promise of being there “like a good neighbor” by knowing the communities they serve. They believe that their values of mutual trust, integrity, service, and building meaningful relationships are the values of the multicultural community and they have used that connection to find growth in tough economic times.

View video below.



Source

"State Farm: A Good Neighbor to Multicultural Marketing." Pam El, VP, Marketing, State Farm. ANA Multicultural Marketing and Diversity Conference, 11/8/10.

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