Why You Need Trusted Choice

Your agency has a strong brand in your local community. So, why do you need Trusted Choice^®? You need Trusted Choice^® because it makes your local agency brand much stronger. Unfortunately, when most consumers think of insurance, they automatically think about the strong national brands established by captive agency companies such as State Farm and Allstate or direct writer companies like GEICO. The strength of these brands is that there is one consistent brand message. Our 24,000 independent insurance agencies collectively spend an enormous amount of money and effort on brand marketing. The problem is that we promote 24,000 different brands.

The power of Trusted Choice^® is that it provides one brand umbrella to combine the brand marketing power of 24,000 independent agencies under one message: We are the trusted insurance advisors who work for consumers instead of an insurance company, and we offer a choice of insurance companies so we can deliver the best insurance value for your individual needs. Trusted Choice^® presents our value proposition, which tells consumers why they should do business with an independent insurance agent like you.

When your agency combines the power of the national Trusted Choice^® brand with your existing agency brand in your local community, it makes your overall agency brand much, much stronger. Consider other industries which face similar brand challenges. How does a local hardware store compete against Home Depot or Lowe’s^®? They band together and develop their own national brand: Ace Hardware or TruValue.

Allstate and State Farm do not simply advertise their names. They are known for their “Good Hands” and “Good Neighbor” brands, both of which seek to evoke warm and fuzzy feelings, and describe to consumers the value proposition that those companies wish to portray. They do not rely on their name alone, which only tells the public who they are. Their brands paint a picture for consumers, describing what makes them special and the value they bring.

Trusted Choice^® is the brand of independent insurance agents. Although our independent insurance agent name alone does a great job of portraying who we are, our brand describes our value proposition—we are trusted advisors, we offer choice and we are the trusted choice consumers can rely on for their insurance needs. The brand communicates to consumers the benefits of using an independent agency: a choice of companies, customized policies and superior customer support, especially during times of need.

Independent agencies have done a great job of branding themselves locally. But independent agencies still need a nationally recognized brand to compete in the increasingly crowded insurance marketplace. The mission of Trusted Choice^® is to increase consumer awareness of independent agencies and the value-added benefits they provide. Most consumers do not know independent agencies provide choice, customization and advocacy support. And most don’t know how to find a trusted insurance advisor. That’s where Trusted Choice^® comes in.

How can Trusted Choice^® help your agency?

1. Consumer-tested and approved Trusted Choice^® logo.

2. National advertising exposure through nationwide ad flights conducted by the program. We currently run cable TV ads two weeks of each month on channels including: USA, CNN, TNT, Fox News and The Weather Channel. We have also started investing in Facebook banner ads and will be running print ads in select issues of Smart Money magazine in the upcoming year. This is only the national advertising. There are many advertising campaigns happening at the state level as well.

3. Access to professionally-produced print, radio and television advertising—each tag-able with your agency name, logo and contact information.

4. An extensive library of consumer-focused insurance articles that can be used in your agency newsletters, Web site and other communication vehicles.

5. Access to a content syndication/news feed that automatically updates content on your Web site.

6. Press release templates your agency can customize that help position your agency as a go-to expert insurance resource in your local community.

7. Licensed use of the Trusted Choice^® logo on your business cards, letterhead, outdoor signage, etc.

8. Presence on the agency locator tool on www.TrustedChoice.com and the opportunity to participate in the new service,1-800-We-Insure (all national advertising and PR efforts direct consumers to the Web site to access the Agency Locator or to call1-800-We-Insure to find the Trusted Choice^® agent in their area).

9. The backing of 53 leading agency-system companies that are supporting the program financially and through other means.

Our brand will separate your agency from your competitors (direct writers and captive company agents) so consumers can make an informed decision about a trusted insurance advisor.

—David Daniel, Chairman