The van Aartrijk Group LLC, a marketing-communications firm specializing in insurance and financial services, announced the rollout of I-Marketing Management, a new business unit tailoring consumer-marketing plans for independent insurance agencies and brokers.
I-Marketing Management customizes branding and marketing plans for agency owners who do not have the time or expertise to handle an in-house marketing manager. “Independent agents and brokers spend the majority of their time helping customers buy coverage and providing account service, which is of course their core function,” said Peter van Aartrijk Jr., managing director. “But what’s often missing in their communications – and what eventually comes home to roost – is a strategic consumer-marketing plan, as well as consistent tactical execution on that plan.
“Reprising the same-old Yellow Pages ad, failing to communicate with customers, and ignoring the agency’s Web site are typical issues we see,” van Aartrijk added.
I-Marketing Management services include marketing planning and execution, advertising and direct-mail creative, co-op advertising support, online strategy, public relations, and plan-effectiveness measurement.
Laurie Donohue, a communications professional with nearly 25 years of experience in sales and marketing management, will serve as executive director of I-Marketing Management, van Aartrijk announced.
Most recently, Donohue was corporate communications manager for The Main Street America Group, a regional independent agency carrier based in Jacksonville, Fla. In addition to planning and implementing all external communications for the $800 million-revenue company, she worked with agents to successfully develop and implement marketing plans for their individual firms.
For more information about I-Marketing Management, e-mail Donohue at laurie@Aartrijk.com.
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