Insurance Agency Marketing Plan — [YEAR]
[AGENCY NAME] · [CITY, STATE] · Lines: [PRIMARY LINES]
Prepared by: [NAME]
Date: [DATE] · Next review: [QUARTERLY DATE]

1Positioning — one sentence each; if you can't fill these, stop here and fix that first

We help [WHO — e.g., families in COUNTY / small businesses / T-65 seniors] get [WHAT — line + outcome] without [THE PAIN THEY FEAR].

Unlike [THE ALTERNATIVE THEY'D CHOOSE — captive agent / call center / online quote engine], we [YOUR DIFFERENCE — plain-language advice / local / carrier choice / speed].

Proof we can show today: [REVIEWS COUNT / YEARS LICENSED / CARRIERS REPRESENTED — real, verifiable items only]

2Target lines & niches — max 3 rows; a niche you can name beats a market you can't

Line / nicheIdeal client (age, situation, area)Where they look for youYour offer / hook
[e.g., FINAL EXPENSE][FILL IN][FB / GOOGLE / MAIL / REFERRAL][FILL IN]
[LINE 2][FILL IN][FILL IN][FILL IN]
[LINE 3 — optional][FILL IN][FILL IN][FILL IN]

3Quarterly channel plan — two channels per quarter, run well, beats six run badly

QtrFocus / campaignPrimary channelSecondary channelBudgetLead goalPolicy goal
Q1[e.g., website + booking fixed, GBP claimed][CHANNEL][CHANNEL]$[AMT][#][#]
Q2[e.g., paid leads on, follow-up cadence live][CHANNEL][CHANNEL]$[AMT][#][#]
Q3[e.g., scale what hit its number in Q2][CHANNEL][CHANNEL]$[AMT][#][#]
Q4[e.g., AEP/OEP push or annual review + referral drive][CHANNEL][CHANNEL]$[AMT][#][#]

4Budget worksheet — budget from policy economics: lifetime commission → acceptable cost per policy → spend

ItemMonthly $Annual $Target CPL / cost per policyOwner
Website, hosting & booking$[AMT]$[AMT][N/A or fill][NAME]
Paid ads (Meta / Google / LSA)$[AMT]$[AMT]$[AMT][NAME]
Purchased leads (vendor: [NAME])$[AMT]$[AMT]$[AMT][NAME]
CRM, email & SMS nurture$[AMT]$[AMT][N/A or fill][NAME]
SEO / content / AI-search visibility$[AMT]$[AMT][N/A or fill][NAME]
Direct mail / events / referral / other$[AMT]$[AMT]$[AMT][NAME]
TOTAL$[AMT]$[AMT]Sanity check: total ÷ policies expected = $[COST PER POLICY] — does it clear your commission with margin?

5KPI tracker — fill baseline from last year's real numbers; "unknown" is itself a finding

MetricBaselineTargetQ1 actualQ2 actualQ3 actualQ4 actual
Leads (by source)[#][#]
Contact rate %[%][%]
Appointments set[#][#]
Policies issued[#][#]
Cost per issued policy$[AMT]$[AMT]
Retention / persistency %[%][%]

6Compliance checklist — prompts, not legal advice; [CONSULT COUNSEL] and your carriers/FMO

Licensed in every state you market into; license # on ads where required
TCPA: proper consent before marketing calls/texts; DNC lists scrubbed
Medicare (if sold): current CMS marketing rules followed; materials filed/approved as required; SOA process in place
Senior-directed ads: required disclosures present; nothing implies government affiliation
Carrier / FMO pre-approval obtained for ads that name carriers or products
Testimonials & endorsements: real, disclosed, and never promising results
Lead vendors vetted: consent records available for every purchased lead
Copies of all ads + lead sources retained per your state's record rules
How to use: fill every highlighted field, print at 100% scale (US Letter), pin it up, and review it on the first week of each quarter — scale what hit its number, cut what didn't. This template is a planning worksheet, not legal or compliance advice; confirm all advertising rules for your states, lines, and carriers with counsel before launching campaigns. From the guide at /blog/insurance-agency-marketing-plan.