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Target Markets Program Administrators Association Program Administrator Target Programs Target Programs is a Web-based, market-finding protocol for program administrators who are members of the Target Markets Program Administrators Association (TMPAA). The Association is designed to serve the unique needs of the program specialist, says Ray Scotto, TMPAA executive director. When the TMPAA built its commercial site to promote the programs and products of its member agencies, it also created an efficient vehicle for retail agents to conduct market searches without the need for memberships or fees. One of the Association’s goals, according to Scotto, is to be a tangible resource for the success of a member’s program business. “Creating this commercial arm of the Association provides an efficient distribution vehicle for programs at a price that is well below what is currently available in the industry,” he says. “The Target Programs Web site, developed to support and promote the programs of our members, has been an excellent resource for retail agents to search for coverage. The current database of more than 300 programs grows each time a new member of the Association develops an ‘outlet center’ on the site to promote their insurance products. The TMPAA is now a five-year-old, 250-plus member organization and the number of outlet centers and programs posted on the site is growing along with the Association.” In addition to creating an additional Web presence for members’ programs, their products are actively promoted to a database of 80,000 independent retail agents each week, using a newsletter that features the administrators/MGAs with outlet centers on the site, says Kate Boyle, Target Programs marketing coordinator. “Agents can click directly into the outlet center if they’re interested in the coverage provided, or go to the Web site to search the entire database. In addition to this active promotion, individual news releases are also available to promote new products/programs, or program coverage upgrades. “Association members who have their programs listed are also eligible to conduct additional electronic marketing campaigns that are not branded to Target Programs,” she continues. “Again, because this occurs within the context of an association, the electronic marketing fees associated with this ad development and distribution are significantly less than what is available in the industry.” Boyle points out those retail agents who use the Web site are provided with clear and simple options to search. “This was recently upgraded to allow agents to search by keyword, program name or by viewing our entire list of both,” says Boyle. “Agents are also provided with an option to place specific risk information on the site in our Coverage Exchange, which is then forwarded to Outlet Center owners. The ‘Big Case Help Desk’ is designed for agents who post risks on the site with premiums that exceed $25,000. All of these agents are guaranteed a call to discuss options to place their risks.” Boyle says that agents do not have to join or pay a fee to access the program database, place a risk on the coverage exchange or to use the other available services. The Association’s MGA members pay a fee to have an Outlet Center developed and their programs listed. “Target Programs does not get involved in any of the business transacted between retail agents and the program administrators.” Says Boyle: “This year has seen major upgrades in the Web site, and increased investment in the marketing of the site, which includes print advertising, direct mail and additional sources of electronic marketing.” * |
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