AMERISAFE Strengthens Brand Awareness Among Independent Insurance Agents Through Association Advertising
How AMERISAFE leverages association media to reach independent insurance agents in high-hazard industries and build long-term visibility.
AMERISAFE, a workers’ compensation insurer focused on high-hazard industries, has built its brand among independent insurance agents over decades. Since 2000, the company has been a Naylor advertiser, leveraging association-based channels to reach the agents who drive its business.
For AMERISAFE, association advertising is more than a marketing tactic; it’s a way to maintain consistent visibility, credibility, and trust in a competitive market. Full-page placements in key publications have allowed the company to connect directly with independent agents in multiple states. These include:
The Big “I”’s Independent Agent Magazine
Independent Insurance Agents of Iowa’s Viewpoint Magazine
Florida Association of Insurance Agents’ Annual Resource Guide
Independent Insurance Agents of Virginia’s Users’ Guide and Annual Report
Independent Insurance Agents & Brokers of South Carolina’s SC Agent & Broker Magazine
Independent Insurance Agents of Georgia’s Dec Page Quarterly Magazine
Maintaining Consistent Visibility
AMERISAFE’s advertising strategy is part of an ongoing, annual approach rather than a one-time initiative. The mix of print and digital placements is guided by internal consultation with the sales team and may vary slightly by state, depending on business priorities and opportunities.
This approach allows AMERISAFE to maintain consistency in messaging while emphasizing the regions and industries where its presence delivers the most value. By keeping a steady presence across trusted publications, the company ensures that independent agents remain familiar with its offerings in high-hazard workers’ compensation insurance.
Building Awareness and Trust
While traditional ROI metrics can be difficult to isolate for an awareness-focused campaign, AMERISAFE has already seen meaningful impact. The company has increased brand recognition in the marketplace, strengthened visibility with independent agents, and continued to expand its digital engagement for deeper insights.
Advertising through association media provides a highly targeted line to the right agents while leveraging the credibility of respected state and national associations. This combination helps AMERISAFE position itself as a trusted partner for agents serving high-risk industries.
A Partnership That Delivers
AMERISAFE describes its working relationship with Naylor as seamless and collaborative, highlighting the efficiency and support provided throughout the advertising process. The company plans to continue using association media in the future and confidently recommends the channel to others in the industry.
The Value of Association Media
For AMERISAFE, association-based advertising delivers both reach and credibility. Being featured in respected agent-focused publications allows the company to maintain long-term visibility, stay top of mind with decision-makers, and reinforce its reputation as a specialist in high-hazard workers’ compensation insurance.