However even the CMO admits there’s a technique of measuring the DTU program’s success past gross sales, engagement or hiring. One DTU fellow was requested to investigate a model activation at a NASCAR race with minimal publicity to prior races. Common Motors companions with NASCAR, MLB, the Southwestern Athletic Convention (SWAC) of HBCU colleges to deliver sports activities manufacturers to the model and enhance consciousness of its automobiles, however Majoros mentioned the model is searching for new audiences even inside these sports activities—informal followers which will view them via the identical lens as a DTU intern.
A recent set of eyes is fairly enlightening, Majoros mentioned. “I’ve by no means had an expertise the place one in all these people is shy about the best way they current and their perspective on one thing, and that’s fairly refreshing.”
The HBCU connection
Whereas Common Motors has partnered with the NNPA and its founder—civil rights chief Dr. Benjamin Chavis—for 50 years, its spent current years constructing a community of contacts inside HBCUs and their alumni communities.
In 2021, GM signed a three-year deal to sponsor the SWAC and function the title sponsor of its SWAC Soccer Traditional that includes Alcorn State College and Jackson State College. Chapman famous that not solely has the DTU program pulled fellows from the SWAC’s 12 colleges, however it’s tapped SWAC alumni to function mentors.
Chapman has collaborated with SWAC Commissioner Dr. Charles McClelland on DTU recruiting, asking him to contact college presidents, communications departments and advertising and marketing groups as Chevy seems for subsequent summer season’s class of fellows.
Throughout its SWAC partnership, Chapman encountered ESPN reporter and Florida A&M alum Tiffany Greene and introduced her in as a mentor. In the course of the Swingman Traditional at MLB’s All-Star Week in Seattle, Greene helped college students put together HBCU athlete interviews and acclimate to knowledgeable sports activities setting.
Greene was joined this summer season by a crew of all-star HBCU alumni mentors, together with actor and former 106 and Park/E! Information Terrence J (of North Carolina A&T) and science present host and STEM advocate Justin MR. Fascinate” Shaifer (of Hampton College). One other fellow mentor Brandi Merriweather (aka TheGenZPublicist) gave college students her ideas on synthetic intelligence in media whereas nonetheless enrolled at Clark Atlanta College.
“It didn’t take so much to persuade them,” Chapman mentioned. “[Terrence J]’s received a contract, and he’s approached us about doing extra, like ‘I don’t know what the contract says, however how do I get extra one-on-one time with these college students?’ He has a ardour for it.”
