By Lisa Cochrane
At Allstate, we have a long history of marketing and advertising to the African-American market. Our Quotes for Education program, established in 2009 to raise scholarship funds for financially struggling African-American students attending Historically Black Colleges and Universities (HBCUs), is one way we’re empowering a key market segment and reaching new customers.
The program evolved in 2011 through our partnership with the Tom Joyner Foundation, whose mission is to help keep students enrolled in HBCUs. A 2012 study by The Journal of Blacks in Higher Education revealed that only four out of 37 HBCUs in the U.S. have a black-student graduation rate of more than 50 percent within six years, due in part to limited financial aid from public and private sectors.
