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Special Section Sponsored by Target Markets Program Administrators Association Target Programs In 2005, the Target Markets Programs Administrators Association (TMPAA) came to the realization that it needed an efficient method to promote the programs of its member agencies to the retail agent community. In order to make it a meaningful tool for agents, it needed to be free of fees or membership requirements. With these parameters, the Association’s commercial site—Target Programs—was built. Today, the Target Programs Web site (www.targetprograms.com) assists more than 50,000 agents each year by providing details and access to approximately 500 coverages from program specialists. Ray Scotto, TMPAA executive director, explains what an invaluable tool the site is to a retail agent searching for markets. “We developed the Target Programs site with the retail agent in mind. We pictured ourselves as an agent with a particular risk, trying to find coverage, but not wanting to commit to a registration that ties them to a site. Target Programs allows retail agents to have unlimited use of the site. Agents are encouraged to access our site each time they have a risk that requires specialized coverage. The feedback we receive tells us that agents visit our site, make contacts, and keep coming back.” Retail agents have the option of using four different search functions to find program administrators that specialize in a particular risk area. Each program administrator/MGA featured has a mini Web site, or outlet center, briefly describing the niche programs they write. The outlet centers are designed to provide a snapshot of information, and to encourage agents to make contact, via telephone or email, with the administrator for more information. Kate Boyle, Target Programs marketing coordinator, explains, “Ultimately we want the agent to contact our program administrators for more details. Our members are the specialists, and the Target Programs site provides access to these specialists at no charge.” To further support the retail agent system, Target Programs added the “Big Case Help Desk.” This coverage exchange platform provides agents with another resource to make contact with program specialists by including details on a particular risk. Target Programs is not designed to get involved in any of the business transacted between the retail agent and the program administrator. In order to provide retail agents this no-fee service on the Target Programs site, the MGA members of the Target Markets Program Administrators Association pay a fee to have an outlet center developed and their programs listed. Today, Target Programs features over 60 program administrators. In 2005, Kate Boyle was hired as marketing coordinator for the site. Scotto notes, “We saw that our Web presence and our membership were growing quickly, and we wanted to offer more hands-on assistance. From a service standpoint, supplying additional resources has really allowed us to stand out.” Bruce Walseth from Church Underwriters, Inc., a member program administrator, comments on his agency’s experiences with the site, “Target Programs has given us an efficient, low cost method to reach agents we wouldn’t otherwise have access to. It’s an excellent tool to use in conjunction with our own Web-based marketing efforts.” Susan Preston, president of Professional Program Insurance Brokerage stated that, “Target Programs is one of our leading venues for advertising. We have received only quality leads from this site, and with their easy-to-use agent outlet center statistics spreadsheet, we can track how efficiently our advertising dollars are being spent.” When Association members are interested in being featured on the Target Programs Web site, Boyle works with them step-by-step to get their outlet centers set up, and to ensure that their programs are being promoted as effectively as possible. Boyle adds, “We’ve simplified the process for our members. It’s this attention to customer service that has helped Target Programs stand out from other similar Web portal search engines, while at the same time, charging a fraction of the cost.” Included in membership, all client members of Target Programs have a list of marketing opportunities throughout the year, which will feature their agency. “I want to give each client as much of the spotlight as possible and drive agents to their outlet center,” Boyle adds. Last year, Target Programs developed a highly successful “Monday Morning Markets” press release campaign. This weekly e-mail distribution highlights one program administrator and is sent exclusively to retail agents who have asked, via the site, to be updated with program information and enhancements. Feedback has been extremely positive. “These Monday e-mails are brief, but loaded with information that retail agents need to know,” Boyle notes. “Our featured member usually spends a good portion of Monday following up with interested agents. That’s a good way to start the week!” In addition to “Monday Morning Markets,” Target Programs sends a newsletter to a large database of agents every week. Each program agency is featured four times yearly. Members who participate in Target Programs also have the opportunity to conduct individual electronic ad campaigns that the Association will help build and distribute. → Retail agents who are interested in receiving program market updates, or who wish to explore the Target Programs database, should contact via the Web site www.TargetPrograms.com. Program administrators/MGAs interested in learning more about TMPAA and listing their programs on the Web site can visit www.targetmkts.com. |
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