In today’s fast-moving, brand-obsessed world, it’s easy to assume the biggest names with the flashiest ads offer the best protection. But when it comes to insurance—the kind that shields families, businesses, farms, and futures—it’s not about slogans or spokespeople. It’s about quality and trust. 

On Main Streets across the country, independent insurance agencies are quietly doing the work. These small businesses might not have national ad campaigns or Super Bowl commercials, but they do have something stronger: relationships built on decades of trust and a deep commitment to serving their neighbors. 

This Summer, Be Seen Where It Matters Most 

Summer is prime time to show up in your community. With school out, sports in full swing, and community events filling calendars, there are endless ways to boost your brand locally—and authentically. 

Whether you’re sponsoring a Little League team, partnering with a local business, or showing up at festivals and parades, let people see who you are and what you stand for. You already provide the kind of protection that national brands only promise—it’s time to make sure your community knows it, too. 

Don’t be afraid to get personal. Share why you got into the business, what matters to your agency, and highlight the people you protect. Featuring real clients in your marketing—whether through testimonials, social media shoutouts, or newsletters—can turn casual followers into loyal fans. And remember, your community doesn’t need a polished commercial. A 30-second phone video showing how you supported a client during a storm—or celebrating a local event—can build massive trust and a sense of community online, too.  

Personalization > Promotion 

In a world of noise, personalization cuts through. According to Birdhouse Marketing, 71% of users expect content tailored to their needs and interests. That’s your cue to ditch generic messaging and get specific. 

Use your social platforms and Google Business profile to spotlight agency staff, behind-the-scenes moments, and seasonal tips that resonate locally. Think: boating safety, storm preparedness, or even pet insurance—whatever’s relevant to your area and your audience. And, if you’ve collected birthdays of your current book of clients and prospective new business, use that to your advantage.  

Pro tip: Your Google Business profile is often the first place prospective clients will see your agency—especially in local search results. Make sure it’s updated with your latest hours, accurate contact info, photos of your office and team, and responses to every review (even the oddball ones). A well-maintained profile helps you show up where it counts—and adds credibility instantly. 

Use the Tools You Already Have 

Let’s face it—between managing clients and soaking up a little summer sun, carving out time to plan a full month of social posts can feel impossible. The good news? You don’t have to do it alone. 

As an OIA member, you have access to powerful marketing tools through Trusted Choice and Big “I” partnerships. Platforms like Social Jazz can automate your content strategy and keep your agency visible with minimal effort. Meanwhile, Trusted Choice offers a ready-to-use library filled with social graphics, videos, infographics, and articles on everything from disaster prep and umbrella coverage to summer safety and auto theft prevention.

Looking to spotlight your agency as a local, small business? Don’t miss Trusted Choice’s “Choose Local” campaign—a turn-key resource built to position independent agents as small business leaders within their communities. It’s everything you need to stay active, authentic, and connected this summer. You can also check out OIA’s Company Partners, such as Agency Revolution and BrightFire, offering agencies the marketing tools to stand out.

You Don’t Need a Mascot—You Just Need You 

In a world dominated by billion-dollar ad budgets, it’s easy to feel overshadowed. But let’s remember: quality doesn’t always wear a name tag. Sometimes it shows up in a familiar handshake, a well-timed policy review, or a quick answer to a panicked phone call. That’s the kind of protection worth celebrating. 

So, whether you’re revving up your summer marketing or just looking to connect more meaningfully with your community—lean on the tools, tell your story, and trust the brand you’ve built. 

Did you know? Even as Flo has taken a backseat, Progressive’s ad spend hit a record high of $3.5 billion in 2024—up a staggering 186.8% from 2023, according to S&P Global Market Intelligence. If we had access to their “Name Your Price” tool, the result would still likely read: “over budget.” 

About the Author:

Alex Bowie is a marketing professional currently serving as the Senior Manager of Marketing & Communications at the Ohio Insurance Agents Association, Inc. (OIA). In this role, he leads the association’s marketing and communication strategies, elevating OIA’s brand presence and member engagement. 

Alex joined OIA as a Marketing Coordinator, collaborating closely with the HR Solutions department. His prior experience in human resources and the insurance sector—particularly at the insurtech company, Branch—has been instrumental in enhancing OIA’s outreach and engagement efforts. 

Sources:

S&P Global “Progressive’s advertising expenditure hits record high in 2024”

Birdhouse Marketing “2025 Small Business Marketing Trends”

*This article was written with the assistance of ChatGPT.