• by Tanya Gazdik , August 7, 2007

Allstate Insurance Co. is extending what many companies do for the African-American community only during Black History Month to a year-long program called "Beyond February."

Northbrook, Ill.-based Allstate plans to launch a full-scale marketing program in September via Chicago-based Burrell Communications, Allstate Senior Marketing Manager Steven White tells Marketing Daily.

"Allstate has always done a lot in the African-American community, but we haven't talked about it much in our marketing," White says. "Helping the community is always good for business. African-Americans need insurance just like everyone else, and they'd rather support a company that supports their community in return."

Current "Beyond February" program activities for Allstate include sponsorship of Bishop T.D. Jakes' book tour for Reposition Yourself: Living Life Without Limits. Allstate also is sponsoring radio personality Tom Joyner's family reunion, to be held Labor Day weekend in Orlando, Fla., White says.

The company is currently "soft launching" the program with its sponsorship of the 11th Annual American Black Film Festival (ABFF), White says. In conjunction with the sponsorship, Allstate is hosting its first annual "Be Reel" Contest for aspiring filmmakers in an effort to expand support and give broader exposure to the black film community.

Aspiring Spike Lee types are invited to submit 15- to 90-second video shorts with the community service-based themes: "Why is it important to be involved in the African-American community year-round" and/or "What are you doing or would like to do to strengthen the growth and success of your community?" The deadline is Aug. 31. Details are posted at ABFF.com.

Three finalists will be invited to attend the festival Oct. 25-29 in Los Angeles, where the winner will receive an award and a $5,000 grand prize. It's still undetermined what will be done with the top entries, White says, although they may be featured on the Allstate Web site. Allstate also might choose to financially support some of the projects highlighted in the films.

Potential contestants are finding out about the contest via the ABFF Web site, as well as e-mail blasts that have gone out to consumers who have opted-in to the ABFF database, White says. The contest also has been mentioned in radio spots in selected markets.

Allstate, the nation's largest publicly held personal lines insurer, spent about $336 million on measured media marketing in 2006, according to Nielsen Monitor-Plus.

Widely known through the "You're In Good Hands With Allstate" slogan, Allstate's customers include about 17 million households that are served through 14,800 exclusive agencies and financial representatives in the U.S. and Canada. The Allstate Financial Group provides life insurance, supplemental accident and health insurance and annuity, banking and retirement products.