The Campaign
Funded with industry partners' generous support, MAIA launches a bold, contemporary digital ad campaign each year promoting the value of Massachusetts Independent Insurance Agents.
Given the need for talent in our industry, we have added a second campaign with a different objective focused on recruitment.
Insurance Campaign
The insurance ads run on digital channels like Facebook and Instagram. At the same time, we run targeted, paid-search ads on Google, presented to people actively searching for select keywords or phrases related to insurance. To achieve maximum reach and exposure within our budget, MAIA collaborates with Trusted Choice, the national brand for independent agencies of the Big "I."
Target Audience
Our ads specifically target "adult mindset millennials" in Massachusetts – young adults whose education, income, and life circumstances make them most likely to be looking for auto, home, or business insurance.
Campaign Goal
The primary goal is to increase awareness and favorability of independent insurance agents among Massachusetts buyers. A secondary goal is to generate leads for MAIA member agencies.
MAIA & Trusted Choice
All MAIA member agencies have a Trusted Choice profile. MAIA members may upgrade to an Advantage Profile to become a Trusted Choice Recommended Agency for greater search prominence.
Check out all the opportunities here: Https://Www.Trustedchoice.Com/Advantage/
Recruitment Campaign
The recruitment ads will run on digital channels, including Meta (Facebook and Instagram), Google, and LinkedIn. Research was done to identify the audience size, and the new job seeker audience is larger than the job change audience, but both present a significant opportunity for this campaign.
Target Audience
Our ads specifically target high school or college-educated job-seekers and career changers with transferable skills.
Campaign Goal
The primary goal is to focus attention on the MAIA Career Center on massagent.com and drive job seekers to https://maia.careerwebsite.com/
Creative Approach
New creative and ad copy for this campaign was implemented in order to target our core audience. We will also have a retargeting component, targeting users who visited the careers site but didn't take action. The job seeker ads have messaging focused on new job seekers/great career choices. The career changer ads' messaging focuses on switching/getting a better job.
QUESTIONS?
Please contact Kathleen Murphy, Director of Partnerships & Events, at [email protected].
Thank You To Our Partners
