This year marks the 17th year of the MAIA’s Annual Campaign
The Massachusetts Association of Insurance Agents launched its Agent Awareness Campaign this month. According to the March 10th edition of The Massachusetts Agent, this year marks the 17th year of the MAIA’s Agent Awareness Campaign.
The annual advertising outreach has spent over $9 million dollars over the past 16 years in its effort to promote the advantages and benefits of using an independent insurance agent. The campaign is funded by the MAIA, in conjunction with its member-agents, company partners. Additional support also comes from the Independent Insurance Agents & Brokers of America, Inc. (“Big I”).
As in the past, the first part of the campaign features TV ads
As it has done for in the past, the primary advertising blitz will consist of a flight of TV ads running from March 7 through the 23rd. The television ads will broadcast on eight stations in the Boston and Springfield markets. In total, over 700 ads will be broadcast.
After this first flight of ads, the MAIA will run three additional television ad campaigns during the months of April, May, and November.
This year’s campaign will feature two digital advertising initiatives as well
In addition to the two week television advertising campaign, the MAIA will also debut a new digital advertising campaign this Spring. The first program will launch in conjunction with www.trustedchoice.com while the second program will be done in coordination with CBS Radio.
The first prong of this new digital advertising campaign will feature a Search Engine Optimization (SEO) program for the Trusted Choice website. The goal of the SEO program is to create content production, such as media assets, such as web pages, video, infographics, advertisements, illustrations and audio, aimed at improving the level and amount of consumer traffic to the Trusted Choice website. According to the MAIA, once on the website, consumers will then be able to select an independent insurance agency that fits their specific needs.
The second prong of the digital advertising program will feature a new venture with CBS Radio. The program, which is designed to reach consumers whether on their phones, in their homes, or on the road, will run during March, April, and May. An additional campaign may again run later in the Fall.
The campaign will geo-target auto-owners, homeowners and business owners in attempt to build brand alignment and to help interested consumers find an independent insurance agent. The advertisements will appear via display ads on CBS radio, CBSBoston.com, as well as other affiliated sites.
