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MAIA Advertising Campaign

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 are adding 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 by driving traffic to a MAIA Trusted Choice Landing Page, where the individual can enter their insurance needs and get recommendations for local Trusted Choice agencies that fit their needs.

MAIA & Trusted Choice

All MAIA member agencies have a Trusted Choice profile. As a free member benefit, MAIA members receive an upgraded Member Plus profile, which gives consumers more details when searching for a local agent (the agency must activate their free Member Plus account Here.) MAIA members may upgrade to an Advantage Profile to become a Trusted Choice Recommended Agency for even 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 and drive job seekers to

Creative Approach

New creative and ad copy for this campaign will be 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 new job seeker ads will have messaging focused on new job seekers/great career choices. The career changer ads' messaging focuses on switching/getting a better job.


Please contact Kathleen Murphy, Director of Partnerships & Events, at [email protected].

Thank You To Our Partners

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