The National Association of Professional Insurance Agents haslaunched its own independent agent branding campaign, “Local AgentsServing Main Street America.”

The aim of the campaign, the Alexandria, Va.-based associationsaid, is to increase agent's market share while strengtheningAmerica's professional agents' position in the insurancemarketplace.

PIA said the campaign will begin with a series of printadvertisements that PIA members can place in local publications,customized with their agency logo and contact information. Therealso is an option to include a carrier's logo.

“The PIA branding program does not attempt to create a newidentity for PIA members,” Len Brevik, PIA executive vice presidentand chief executive officer, said in a statement. “Our agents havenever needed a new identity. They already have one that is clearand positive with consumers: They are professional insuranceagents. Their customers know who they are. They're local and theycare.”

The aim of the program, PIA said, is to extend the reach of theagent's identity in the community with a coordinated, high-qualityadvertising and promotional campaign highlighting what they offercustomers. Each of the advertisements can be printed for use asflyers or as inserts in publications. The ads are available in avariety of sizes, in color or black-and-white.

The program is free to both member agents and carriers that wishto participate in the program.

“We'd prefer that carriers hold onto their money and use it tosupport the advertising initiatives of their PIA member appointedagents with cooperative advertising dollars,” Mr. Brevik added. “Bysigning on as sponsors of the PIA branding program, companies willhelp ensure that their sales channel of choice prospers now and inthe future.”

Additional information about the PIA branding program isavailable at www.pianet.com/piabrandingprogram.