This document provides information on marketing insurance programs through associations. It discusses finding associations to partner with, developing a program that benefits members, establishing trust with the association, and communicating program details. The marketing process involves presenting the program to the association's board and members. It also outlines a 3-year timeline for writing business and reaching critical mass. Common pitfalls like addressing national vs local needs and adverse selection are reviewed.

1. Association Endorsed
Programs
Specialty Books of Business…
Right Under Your Nose!

2. Workshop Goals:
Marketing for Association Programs
Including Carrier Markets
Program Design & Features
Program Marketing / Timeline
Common Pitfalls / Historical Concerns

3. Marketing for Association Programs
• Days of belonging to an association
and paying annual $300 in dues without
getting something substantive of it,
are gone…
• Tool to:
1. Attract new members
2. Increase member retention
3. Create a source of association income
• Association management ears will perk
up to the above three talking points.

4. Where to Find Associations?
• Existing Clients – ask them what
Associations they belong to…
• National Trade & Professional Associations
(Columbia) www.AssociationExecs.com
• ASAE: American Society of Association
Executives (National / State Chapters)
www.ASAEcenter.org
• Focus on Industries and Product Lines
in which your Agency (or Program
Administration Firm) has strengths, synergies
(need comfort with class)

5. Marketing Process
• Letter to Executive Director
• Visit Executive Director
• If he/she likes, will ask you to present to
the association’s board of directors.
• Board Presentation
1. Or, Insurance Committee of the Board
2. Often, if in a solicitation mode, Board
will be scheduling multiple insurance
presentations at same time.

6. Separate Yourself From the Pack
• Key: develop a program that benefits all
participants
• Establish a relationship that builds trust
• Communication - Provide information:
• Monthly New Member List
• Quarterly - Active InForce Participants List,
Premium List, Renewal Retention Report
• Semi-Annual Reports
• Dividend Reports (if featured)

7. It’s a Two Way Street…
• Define your expectations from the
Association:
• Promotion:
Mailings / Announcements
• Let you attend all chapter events
• Meetings, National convention
• Potential for Safety Seminars
• Promote program on Assoc. Website

8. Market Program to Carriers
• Your current markets
• Target Markets!
• Imperative to find a carrier with a
“GROUP” underwriting philosophy,
…as opposed to individual risk U/W

9. Association Benefits
• Member Attraction / Retention
• Income to Association:
Promotional Allowance Fee
• Example:
• @ $250,000 = 2.5% of written premium
• Over $250,000 = 3%
• Association must invoice you - listing
promotional efforts (advertisements,
mailing expenses, convention booth
expense, etc.)

10. Member Dividends
• Opportunity for participants to
share in the profits of the program
• Example:
• On Workers’ Compensation = 7%
• Represents a return on
annual premium and attention
to workplace safety
• Mailed to each individual member

11. Marketing: Steps to Success
1. News Release
2. Announcement Letter
3. Promotional Flier
4. Newsletter / Publication Ads - Articles
5. Convention Attendance / Participation
6. Call on Members
7. X-Date Members
8. Custom Website
9. Direct Mail

12. 3-Year Timeline
• Year 1: Gather X-Dates;
members on sidelines watching;
will write ‘some’ business
• Year 2: more of the same…
• Year 3: Big Growth Year:
Database built of X-Dates;
Reach Critical Mass, should
write 100 - 150 of 300 members

13. Common Pitfalls / Concerns
• National vs. Local Needs
• Adverse Selection
• Work with insurance partners to develop multiple
tiers of products and pricing within the program
structure.
• Competition:
• Other similar associations (regional/national)
• Sub-group associations
• Agent competition
• Carrier distribution conflicts

14. Risk-Sharing Options
• Skin in the Game?
• Risk-Sharing Options:
• Association Captives
• Capital at Risk

15. Workshop Goals:
Marketing for Association Programs
Including Carrier Markets
Program Design & Features
Program Marketing / Timeline
Common Pitfalls / Historical Concerns

16. Thank You!
Comments / Questions
Phillip J. Gajewski, CPCU, ARM
Meadowbrook Insurance Group
(248) 204-8276
pgajewski@meadowbrook.com