But even the CMO admits there is a means of measuring the DTU program’s success beyond sales, engagement or hiring. One DTU fellow was asked to analyze a brand activation at a NASCAR race with minimal exposure to prior races. General Motors partners with NASCAR, MLB, the Southwestern Athletic Conference (SWAC) of HBCU schools to bring sports brands to the brand and increase awareness of its vehicles, but Majoros said the brand is seeking new audiences even within those sports—casual fans that may view them through the same lens as a DTU intern.
A fresh set of eyes is pretty enlightening, Majoros said. “I have never had an experience where one of these folks is shy about the way they present and their point of view on something, and that’s pretty refreshing.”
The HBCU connection
While General Motors has partnered with the NNPA and its founder—civil rights leader Dr. Benjamin Chavis—for 50 years, its spent recent years building a network of contacts within HBCUs and their alumni communities.
In 2021, GM signed a three-year deal to sponsor the SWAC and serve as the title sponsor of its SWAC Football Classic featuring Alcorn State University and Jackson State University. Chapman noted that not only has the DTU program pulled fellows from the SWAC’s 12 schools, but it’s tapped SWAC alumni to serve as mentors.
Chapman has collaborated with SWAC Commissioner Dr. Charles McClelland on DTU recruiting, asking him to contact university presidents, communications departments and marketing teams as Chevy looks for next summer’s class of fellows.
During its SWAC partnership, Chapman encountered ESPN reporter and Florida A&M alum Tiffany Greene and brought her in as a mentor. During the Swingman Classic at MLB’s All-Star Week in Seattle, Greene helped students prepare HBCU athlete interviews and acclimate to a professional sports environment.
Greene was joined this summer by a team of all-star HBCU alumni mentors, including actor and former 106 and Park/E! News Terrence J (of North Carolina A&T) and science show host and STEM advocate Justin MR. Fascinate” Shaifer (of Hampton University). Another fellow mentor Brandi Merriweather (aka TheGenZPublicist) gave students her thoughts on artificial intelligence in media while still enrolled at Clark Atlanta University.
“It did not take a lot to convince them,” Chapman said. “[Terrence J]’s got a contract, and he’s approached us about doing more, like ‘I don’t know what the contract says, but how do I get more one-on-one time with these students?’ He has a passion for it.”
