Teens In The Driver Seat®.
Design
Russell Henk – TTI Bernie Fette – TTI Kelly McElmurry – State Farm Insurance
Services
Sponsorship and Program Development
Date
Feburary 25th, 2007
Team
Russell Henk – TTI Bernie Fette – TTI Kelly McElmurry – State Farm Insurance
The year 2007 was pivotal for the TDS program. TDS was awarded its first grant from State Farm™ Texas, providing room for growth and greater impact at the state level. State Farm™ was also integral in helping TDS branch into California and sustain statewide deployment in Georgia.
The Beginning
Do you know the beginning of the story? As time passes, many different people work the program, but don’t know how the partnership originated. I do. I was there.
In 2007, my State Farm Marketing Manager assigned the young driver segment to me. It was something I was passionate about, and I immediately began researching programs. I had heard of programs like Shattered Dreams, but I wanted something fresh and unique. I came across this program, still in its infancy, called Teens In The Drivers Seat®. I knew it had potential; I immediately drew up a proposal to present to my manager. His words were, “Run With It. It’s Your Baby.” I reached out to the program director at TTI and asked if there were sponsorship opportunities. The only sponsor they had at the time was TXDOT. Three of us sat at the table, negotiated terms, and State Farm® became the first sponsor in the private sector.
We became partners. Three of us, Russell Henk, Bernie Fette, and myself were brainstorming promotional materials when I said, “Why don’t we let the kids design it? They are creative, and if they are involved, they are more likely to spread the word.” Thus, the Drive The Message Contest and scholarship was originated. I was honored to be one of the first judges.
Not only were we impacting the youth in a positive way, this partnership also increased brand exposure among young drivers and parents. It created press opportunities and was a distribution channel for the new State Farm® Steer Clear Safe Driving Discount packet.
Watching the Teens in the Driver Seat® program continue to grow fills me with pride. We’ve made a difference. The partnership between TTI and State Farm® still stands strong going on 17 years. Do you know the beginning of the story? I do. I was there.
Result.
Over 2,200 schools now have implemented the Teens in the Driver Seat® program and we now reach over 1.2 million teens each school year. The program has also been deployed in 38 states outside Texas.
