American Family Insurance reached a critical junction with its partnership portfolio in 2022. A majority of its long-term partnerships were coming to end, and American Family marketing department had a new brand goals and objectives.
IdeaQuest was challenge to create a new partnership strategy given their increased focus on reaching and engaging with the multicultural audience.
I was a critical part of the team that developed the brand’s strategic plan that identified MLS as white space opportunity for American Family Insurance to achieve its goal. Below highlights the new MLS partnerships that I was directly responsible for identifying, designing its asset package and negotiating agreements.
01 - COLORADO RAPIDS SC
American Family Summit Club
I was responsible for identifying, designing and negotiating
American Family's partnership with the Colorado Rapids. The partnership was built to help American Family drive brand awareness and increase brand consideration. A critical component was their entitlement to the Rapids' Summit Club, an exclusive hospitality area.
02 - ST. LOUIS CITY FC
American Family Mini Pitch Program
Similar to the Colorado Rapids, American Family was looking to expand its reach and engagement through a partnership with St. Louis CITY FC.
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I was responsible for identifying, designing and negotiating this partnership. The partnership centers around American Family's commitment to helping underserved communities and building sport programming through 10 new mini-pitches around St. Louis.
03 - SEATTLE SOUNDERS FC
American Family Agent Engagement
Like the other two MLS partnerships, I was responsible for identifying, designing and negotiating this partnership. The partnership is focused on agent engagement and ensuring that American Family's agents are recognized as a "hero" within their own local communities.