PIA Kicks Off Agent Branding Campaign

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

The aim of the campaign, the Alexandria, Va.-based association said, is to increase agent's market share while strengthening America's professional agents' position in the insurance marketplace.

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

“The PIA branding program does not attempt to create a new identity for PIA members,” Len Brevik, PIA executive vice president and chief executive officer, said in a statement. “Our agents have never needed a new identity. They already have one that is clear and positive with consumers: They are professional insurance agents. Their customers know who they are. They're local and they care.”

The aim of the program, PIA said, is to extend the reach of the agent's identity in the community with a coordinated, high-quality advertising and promotional campaign highlighting what they offer customers. Each of the advertisements can be printed for use as flyers or as inserts in publications. The ads are available in a variety of sizes, in color or black-and-white.

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

“We'd prefer that carriers hold onto their money and use it to support the advertising initiatives of their PIA member appointed agents with cooperative advertising dollars,” Mr. Brevik added. “By signing on as sponsors of the PIA branding program, companies will help ensure that their sales channel of choice prospers now and in the future.”

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