The recently released 2015 Special Report U.S. Surplus Lines– Segment Review, sponsored by the Derek Hughes/NAPSLOEducational Foundation and produced by A.M. Best, suggests that thesurplus lines market is healthy, with growth anticipated for thecoming year. That positive outlook for the industry points tocontinued stability of the market and illustrates the strength andvalue of the wholesale distribution system within the broaderinsurance industry.

According to Hank Haldeman, NAPSLO President and Sullivan GroupExecutive Vice President, with this good news comes the continuedchallenge of effectively telling the story of the surplus linesmarket and illustrating the value that wholesale distribution addsfor the insurance consumer.

Haldeman said that during the last two years, NAPSLO hasenhanced its commitment to communicating that value through all ofits marketing initiatives. “After an update to the NAPSLO brand inlate 2013, the Association really refocused on messaging theimportance of the wholesale distribution system,” he said. “The keymessage for retail agents is that NAPSLO members are innovators whodeliver customized solutions and that we bring value to atransaction that ultimately strengthens their clientrelationships.”

Marshall Turner, NAPSLO Communications & TechnologyCommittee Co-Chair and President/CEO of Maxum Indemnity Company,said that as part of its Wholesale Value message initiative, NAPSLOhas launched an integrated print and online marketing campaigntargeting the retail industry. He said the Association has also hadsuccess proactively working with trade publications to place earnededitorial stories about the value of the wholesale distributionsystem.

“The approach has been strategic and consistent so that themessage in placed advertising mirrors the message that's leveragedin editorial opportunities,” said Turner. “We know that NAPSLOmember wholesale brokers conduct every transaction with the highestlevel of integrity and a commitment to finding the best solutionfor complex risks. This Wholesale Value campaign serves as areminder to the retail industry that NAPSLO members should belooked to as trusted experts.”

According to Brady Kelley, NAPSLO's Executive Director, placedadvertising has been an important tool in the Wholesale ValueCampaign because the message can be tailored and customized. “Wehave launched updated print and online creative that positionNAPSLO and its members visually for readers of trade printpublications and websites,” Kelley said. “The advertising hasreceived favorable reader feedback and is designed to make it easyfor readers to find a NAPSLO member wholesale broker by linkingdirectly to NAPSLO's online member locator. That same memberlocator tool is featured in print and on our NAPSLO website, makingit easier than ever to connect with a NAPSLO member wholesalebroker and understand more about the surplus lines market.”

According to Davis Moore, CEO of Worldwide Facilities, Inc. andNAPSLO Communications & Technology Committee Co-Chair, theAssociation's advertising is just a first step in reminding theindustry that NAPSLO members can help retail agents solve problemsfor their clients. “The next step in that process is contributingeditorial content about the value we offer,” said Moore. “Earnededitorial placement is a very cost-effective way to spread ourmessage about the value of the wholesale distribution system.”

Gil Hine, NAPSLO Vice President and President, McClelland &Hine, said that he believes many agents do know of the value thewholesaler brings to an insurance transaction, but many can benefitfrom reminders. “NAPSLO members demonstrate this value daily. Wejust need to continue to tell our story, and I think that NAPSLO'sconsistent messaging on our behalf is a key benefit ofmembership.”

Turner said he believes that as the wholesale value initiativemoves forward, it continues to be a good idea for members topromote their NAPSLO affiliation in their own marketing materials:“I believe that that NAPSLO brand represents integrity andinnovation in the marketplace and we should all want to promote ourNAPSLO membership to our customers. NAPSLO is undertaking thismessaging effectively and we as members can leverage that in ourown organizations.”

Member logo seals and usage guidelines for the logo areavailable on the NAPSLO website, www.napslo.org. More said that theNAPSLO team can assist members in using the logo and help determinewhere they might most effectively incorporate it in messaging ifthey desire assistance.

“NAPSLO and its members really are where complex risks meetinnovative solutions,” Hine added. “NAPSLO members add value to theinsurance industry, and it's important for us to continue to tellthat story.”