Driving Strategic Communications for State Farm’s Media Day

Aligning External Partners Through Strategic Communications

📍 How I managed the communications strategy for a high-profile media event, ensuring clarity, alignment and engagement across State Farm’s external media and creative partners.

Key Impact:
✅ Successfully led a 4-month communication strategy for Media Day 2024
✅ Ensured external partners had a clear understanding of 2024 strategic priorities
✅ Developed multi-channel messaging to drive engagement before, during and after the event

Due to the proprietary nature of this initiative, specific content and visuals cannot be shared publicly. However, I’ve outlined the challenge, strategy and measurable impact of this work to showcase my expertise in internal communications, employee engagement and strategic content development.

Project Overview

Company: State Farm

Industry: Marketing, Advertising, Media Relations

Role: Marketing Communications Specialist

Timeframe: 4 months

State Farm brings together media partners and creative agencies for a high-profile Partnerships & Media Day. The event’s purpose is to provide these partners with a clear understanding of the company’s strategic focus, ensuring they can develop tightly aligned proposals and creative executions.

With senior marketing leaders presenting key objectives and media strategies, it was critical that all communications—before, during and after the event—were clear, engaging and aligned with company priorities. My role was to develop and execute the communication strategy, ensuring that State Farm’s messaging was delivered effectively to the right audiences at the right time.

From Problem to Impact

  • Complex Information, Multiple Stakeholders

    • The event required communicating high-level strategic objectives across diverse external partners, each with different priorities and levels of familiarity with State Farm’s direction.

    • Leadership needed a streamlined way to present media strategies and marketing objectives while ensuring that external partners remained engaged and well-informed.

    Ensuring Clarity and Engagement Across Multiple Touchpoints

    • The messaging needed to be consistent across multiple formats (emails, event collateral, presentations and post-event recaps).

    • The event was only two days meaning pre-event and post-event communications were just as critical as the event itself.

    Risk: Without a well-executed communication strategy, external partners could leave the event without a clear understanding of State Farm’s priorities, leading to misaligned proposals and missed opportunities for collaboration in 2024.

  • Developed a Comprehensive Event Communication Plan

    • Created a timeline-driven communication strategy to ensure messaging was delivered at the right time for maximum engagement.

    • Designed pre-event, live-event and post-event messaging to keep external partners informed at every stage.

    Crafted Clear, Engaging Messaging for External Partners

    • Developed succinct, high-impact email communications leading up to the event.

    • Collaborated with leadership to refine presentation messaging, ensuring that 2024 objectives were clear and actionable.

    • Created a post-event recap document summarizing key takeaways, reinforcing strategic priorities and outlining next steps for external partners.

    Ensured Brand & Messaging Consistency Across All Channels

    • Standardized language and tone across event collateral, emails and leadership presentations.

    • Worked cross-functionally with marketing, media and creative teams to ensure that all content reflected State Farm’s vision and strategic objectives.

    1. Successfully executed a 4-month communication strategy, ensuring alignment among external media and creative partners.

    2. Increased engagement with pre-event communications, leading to a higher level of preparedness among attendees.

    3. Developed messaging that clarified State Farm’s 2024 priorities, ensuring that external partners were equipped to develop aligned RFP responses.

    • Pre-event communication is just as important as the event itself—clarity before the event drives stronger engagement during sessions.

    • A structured communication plan ensures that leadership messaging remains consistent across multiple touchpoints.

    • Post-event follow-ups are crucial to reinforce key takeaways and maintain momentum after the event.