The van Aartrijk Group, a marketing-communications firm specializing in insurance and financial services, has launched I-Marketing Management, a new business unit tailoring consumer marketing plans for independent insurance agencies and brokers. Services include marketing planning and execution, advertising and direct-mail, co-op advertising support, online strategy, public relations, and plan-effectiveness measurement.

"Independent agents and brokers spend the majority of their time helping customers buy coverage and providing account service, which is, of course, their core function," said Peter van Aartrijk Jr., managing director. "But what's often missing in their communications-and what eventually comes home to roost-is a strategic consumer marketing plan, as well as consistent tactical execution of that plan."

Laurie Donohue, a communications professional with nearly 25 years of experience in sales and marketing management, will be executive director. Most recently, Donohue was corporate communications manager for The Main Street America Group in Jacksonville.

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