Advertising Campaigns: American Family Insurance

American Family Insurance will slightly increase Hispanic print media allocations in the 7 markets it operates. Advertising vehicles will include People en español and Fama. Spanish-language financial magazine Tu Dinero is also likely to be in the mix. The Madison, Wisconsin-based insurer will also advertise in UVN, Telemundo and, in some markets in SiTV. Sources at the company tell Portada® that they will have a more events-driven approach to advertising.

The insurer is also working on establishing Spanish-language call centers for which a Spanish-language sales force is needed. Once the call centers are operational, direct marketing (including direct mail campaigns) will be conducted. The budget for these campaigns will come out of the Customer Acquisition Department.