Using Local Pride: How Principal Financial Group built a sponsorship strategy

Geoffrey Precourt

A report from the 2011 IEG Sponsorship Conference, focusing on Principal Financial Group's sponsorship strategy.

Using Local Pride: How Principal Financial Group built a sponsorship strategy

Geoffrey Precourt Warc

The Principal Financial Group is a relatively quiet heartland-of-America financial services company. It's a strong, steady performer-number 268 on the Fortune 500 list in 2011, 266 in 2010 - with a more powerful presence on Wall Street than in the branding community on Madison Avenue.

It is proud of its 130-year-heritage and its deep roots in the Des Moines, Iowa, business community. And that pride manifests itself in civic sponsorship programs with such local programs as the Iowan Asian Heritage Festival, the Des Moines Arts...

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