How One State Farm Agency Turned Customer Engagement Into Tree Planting
When most insurance agencies talk about protecting the future, they mean policies.
Jay Scott wanted customers to see something more tangible.
Through his State Farm agency and his regenerative initiative, Regeneragent, Jay began integrating tree planting into customer engagement, community campaigns, and welcome experiences.
What started as a simple idea became an ongoing model woven into how the agency connects with customers and the local community.
Across multiple orders and campaigns, the agency purchased more than 1,700 Tree Kit Pouches through ForestNation, helping fund thousands of trees planted through ForestNation’s reforestation projects.
The Idea: Make Participation Visible
Jay did not want sustainability messaging hidden in a mission statement or printed on a brochure.
He wanted customers to participate in it directly.
The agency began incorporating Tree Kits into:
- customer welcome packages
- community campaigns
- referral initiatives
- local school partnerships
- customer engagement experiences
This was not designed as a one-time Earth Day campaign.
It became part of how the agency interacted with people year-round.
Beyond Gifting: Turning Engagement Into Participation
What made this approach different was not just the Tree Kits themselves.
It was how consistently they became part of the customer experience.
Tree planting was connected to:
- customer referrals
- Google reviews
- school and community initiatives
- welcome experiences for new customers
Instead of simply talking about values, the agency created small moments customers could physically participate in.
That participation helped make the initiative visible, repeatable, and easy to share within the community.
The Forest as Proof
Regeneragent’s Forest Profile became more than a campaign page.
It became a public record of participation.
Customers and community members could see trees being planted, follow the story behind the initiative, and engage with the mission themselves.
That visibility helped reinforce the agency’s positioning and gave customers something tangible connected to the brand experience.
Why This Matters
Most businesses keep sustainability separate from customer engagement.
Jay Scott integrated it directly into the experience.
Not through large corporate infrastructure.
Not through a temporary campaign.
But through repeatable actions connected to everyday business activity.
The result was not just a giveaway.
It was a system customers could recognize and participate in over time.
A Model Other Agencies Can Follow
The most powerful part of this story is how simple it is.
One local agency integrated tree planting into experiences already happening:
- referrals
- onboarding
- welcome gifts
- community outreach
- customer engagement
No massive operational overhaul.
No dedicated sustainability department.
Just a repeatable model customers could see and participate in.
For agencies looking to stand out in a crowded industry, this approach offers something different:
not just brand messaging, but visible participation.
Want to Build a Branded Forest Around Your Business?
ForestNation helps businesses turn customer engagement into long-term tree-planting initiatives through Tree Kits, branded forests, and measurable participation.
Start building your own forest:
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