Travelers personal lines, a member of St. Paul Travelers, has launched a new campaign to support its network of independent agents with advertising tools they can personalize in their local market.
The Helping Agents Grow campaign includes template ads for print, radio and TV that demonstrate the benefits of working with an independent agent, such as providing the broadest choice of products and companies, expertise to help customers get the right coverage for their individual needs, and personal customer service.
“By building a set of advertising materials we can co-brand, we create a powerful message about choice, coverage and service that helps agents drive customers into their office,” said Joseph Lacher Jr., executive vice president of St. Paul Travelers and CEO of Travelers. “We differ from the competition in that our independent agents have always been our partners in building the Travelers brand, which is why we provide ads that agents can personalize with their own name. They have the option to decide what audiences and media outlets will best meet their local needs.”
The centerpiece of the campaign, created by Fallon Worldwide in Minneapolis, is a suite of print ads that support several key messages underscoring that independent agents are looking out for the interests of their customers:
– An independent agent treats you like a person, not a policy number.
– When life moves fast, your independent agent can help make sure your insurance coverage keeps you one step ahead.
– Because life is full of surprises, your independent agent can help you be prepared for the unexpected.
Other marketing tools agents can personalize include free-standing inserts, Yellow Pages advertising and news release templates on topics such as home maintenance tips and how to save on auto insurance.
“Our philosophy is, and always has been, to help agents achieve long-term profitable growth, because we know that as our agents grow, we grow,” Lacher added. “Travelers’ commitment to ‘helping agents grow’ is more than a slogan – it’s how we do business.”