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The partnership also includes multiple coach appearances at key Amway events throughout the year, during which coaches speak to and meet with a number of Amway’s Independent Business Owners.
Corporate Objectives
Amway’s partnership with the AFCA and USA Today enhances Amway’s brand awareness and helps Amway grow its network of Independent Business Owners (IBOs).  Amway feels the similarities between college football teams and coaches and Amway’s IBOs are undeniable. Both seek out opportunities to define and own their success, and both set aggressive goals and work hard to ensure they exceed them. 
FishBait’s Role
As the agency of record for the AFCA, FishBait has been involved in the development of both the coach appearance program, as well as an instrumental part of the Coaches Trophy Tour.  FishBait serves as the liaison between Amway and each coach, managing all event details for each appearance.  FishBait also works with each school at which the Trophy makes an appearance, managing all school communication and logistics on behalf of the AFCA and Amway.  FishBait is also actively pitching the Trophy appearances to local media in each market, and FishBait representatives have appeared on a number of local news broadcasts to discuss the Trophy appearances and the broader Amway partnership. 

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