Your agency plan should have 5 key elements 

At MullaneyCookson, we encourage clients to develop business processes.  A key process involves making sure that your agency is a true sales organization.  Successful insurance agency sales organizations support their producers and CSRs with well thought-out and well-executed marketing communications programs. The planning process involves five key elements. 

(1) Objectives (what you want to happen) 

(2) Strategies (message and positioning) 

(3) Tactics (specific actions) 

(4) Measurement (how you determine success) 

(5) Budget (your direct costs, ROI) 

Our next five Independents’ Mall items are devoted to exploring these elements.