Project CAP Launches Public Campaign

NU Online News Service, March 6, 12:01 p.m. EST

Project CAP (Consumer Agent Portal) took another step toward reclaiming independent agents’ market share of the personal lines insurance market with the public launch of its initiative.

Yesterday, CAP publicly unveiled the agent technology offerings to assist producers in building an online and social media presence to compete against the direct writer and captive agent insurance companies.

CAP’s aim is to “gain visibility with online consumers” by offering a technology format that “helps independent agencies, brokers and agents build their online brands and visibility in order to attract and interact with today’s digital consumers,” the initiative says in statement.

Created by an alliance between the Independent Insurance Agents & Brokers of America, Trusted Choice, state associations and insurance carriers, the program is offered exclusively to the 22,000 members of the IIABA.

The products available are the Bronze, Silver and Gold levels which are self-directed marketing programs. The Platinum and Diamond level programs are full service market programs. Pricing ranges from zero to slightly over $300 a month for the self-directed program. The full service program prices are not listed.

Tim McDonnell, vice president of corporate relations and communications for CAP explains that the self-directed programs are for individuals who are comfortable with technology and can deal with updating websites and incorporating social media into their work stream.

The full service market programs involve consultants for those agencies that don’t have the staff or comfort level with technology and need professional help.

“Project CAP’s digital marketing programs are built on the four pillars of education, tools content and services,” says Scott Deetz, chief executive officer of Project CAP in a statement.

McDonnell says the program was unveiled during the recent winter meeting of Trusted Choice earlier this year, and “the response has been tremendous.”

Deetz says that more than 700 agencies have enrolled and chosen “specific insurance marketing programs based on their individual levels of expertise and knowledge.”

The offerings range from participation in the CAP portal to mobile apps, online marketing to professional help writing and designing an agency’s online offerings.

McDonnell says the roll-out is a part of the two step program for Project CAP. The first is the business-to-business phase for the agency to build its online presence. The next phase, due this summer, is the consumer phase where agencies involved in CAP will begin reaching out to consumers with features and tools “designed for consumers, including the ability to get automobile insurance quotes.”

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