Annual Plan and Communication Schedule

Quarter 1: Build & Belong

This is a natural reset point. Agents look ahead, set goals, evaluate staffing and revisit core processes. This quarter sets the tone for the year, and this is the time for the Big “I” to shine as a partner they can trust and lean on.

editorial Calendar

Member Goal

I want to grow my agency and attract great people.

Independent Agent magazine

Jan: Unwritten Rules
Feb: Hiring March: Personal Lines

Program

 Big “I”Alliance
Feb. Insurance Careers Month
Big “I” Hires

Events and Awareness

Jan: Big “I” Winter Board Meeting
Feb: Insurance Careers

Keep the Member Front-and-Center

• “What’s keeping me up at night about staffing?”
• “Where do I need guidance as I set goals for the year?”
• “Who can I trust to help me build the next generation of leaders?”
• “What would make me feel more connected and confident as an agency owner?”

Promotional Opportunities

• Help agencies understand growth opportunities like new markets and the Alliance.
• Talent, leadership, onboarding and retention resources.
• Talk about agency culture, new hires and rewarding careers.
• What benchmarks should agencies be prepared to track and understand?

Quarter 2: Grow, Adapt & Advocate

Q2 is historically the highest-impact quarter for operational growth, succession planning, risk management, and environmental events (flood, disaster prep). This is where agents need guidance on evolving risks, perpetuation and adapting to market conditions. It’s also the Big “I” Legislative Conference when agents get in-person time in Washington and it’s also when advocacy and legislative outcomes begin shaping the year.

Editorial Calendar

Member Goal

I want to strengthen my business and advocate for my clients.

Independent Agent magazine

April: Scratch Agency
May: Valuation & Perpetuation
June: NextGen

Programs

Advoacy
Government Affairs
Disaster Relief
Young Agents

Events and Awareness

April: Big “I” Legislative Conference
Flood Awareness Week
June: GiIVE Movement

Keep the Member Front-and-Center

• “How do I build a more resilient business?”
• “Who’s going to follow in my footsteps as agency owner?’
• “How do I grow sustainably?”
• “Am I prepared for seasonal risks or emerging exposures?”

Promotional Opportunities

• Lean into scratch agency, valuation, and perpetuation topics.
• Drive shareable, member-ready content around Flood Awareness (April).
• Tie messaging to the Big “I” Legislative Conference and advocacy leadership.
• Support members with disaster preparedness and Relief Fund education.

Quarter 3: lead & Serve

Q3 is where leadership, trust and client-facing excellence take center stage. Agencies are looking at mid-year performance, evaluating team dynamics and focusing on service delivery before the fall busy season.

This theme also pairs perfectly with the Fall Leadership Conference, industry conventions, and Best Practices Study releases.

Editorial Calendar

Member Goal

I want to lead with purpose and elevate client experience.

Independent Agent magazine

July: Commercial Lines
Aug.: Service that Sticks
Sept.: Leadership

Programs

Market Share Report
Best Practices Study

Events and Awareness

Sept: Fall Leadership Conference
National Leadership Transition

Keep the Member Front-and-Center

• “How can I be a better leader for my team?”
• “How do I serve clients in a way that stands out?”
• “What habits separate great agencies from average ones?”
• “Where can I grow personally as a leader?”

Promotional Opportunities

• Feature agent leadership stories, rising stars, and mentor moments.
• Highlight high-performing agencies from Best Practices.
• Showcase service excellence (“Service That Sticks”).
• Elevate stories of community leadership and advocacy engagement.

Quarter 4:Transform & Tell Your Story

Q4 is all about planning ahead, leaning into technology and preparing for the next year’s opportunities. It’s when agents make investments and evaluate where they need to modernize.

It also aligns with Tech Month (October) and major study releases like the Agency Universe Study.

This theme reinforces the idea that independent agents offer trust, expertise, and unmatched choice — and need to tell that story consistently.

Editorial CalendAr

Member Goal

I want to innovate and show my value.

Independent Agent magazine

Oct.: Commercial Technology
Nov.: Marketing
Dec.: A Look Ahead

Programs

Agency Universe Study
Technology ACT

Events and Awareness