SIAA Uses 6Connex Virtual Event Platform to Drive Membership

Case Study: SIAA

SIAA (Strategic Insurance Agency Alliance) is dedicated to the creation, retention, and growth of the independent insurance agency distribution system. Through its partners and staff, SIAA provides insurance network and consulting services to its member agencies, helping them grow profitably.  Today, approximately 13% of all independent insurance agencies in the U.S. are members of SIAA, with more than $9.2 billion in combined premium.

The Challenge

For more than 37 years, SIAA and its regional master agencies have held business meetings and conferences, where top insurance carriers and agencies come together to exchange ideas, gain insights on economic and industry trends, and network with their peers.  Consistently attracting hundreds of participants, SIAA events reflect its commitment to mentorship and training and provide agencies with necessary information and resources to grow income and become more efficient.

In 2019, the SIAA event team began planning for a unique conference on innovation and available technologies specifically designed to help independent insurance agencies expand their digital capabilities: IA Evolve.  In keeping with the “digital” theme, SIAA chose to hold the event virtually, and the team built a packed agenda designed to provide access to a wide range of tools and information necessary for independent agencies to be well prepared for 2020 and beyond.  Having never held a virtual or hybrid event, SIAA knew they needed to identify the right partner to shepherd them through the event plan and execution processes, and they immediately began this search, defining their “must have” features and functionality as follows:

• • Custom branding and communication
  • Real-time Q&As with keynote speakers
  • Interactive workshops
  • Live chats
  • Panel discussions
  • Networking lounge
  • Exhibitor booths
  • Broadcast messages
  • Single sign-on
  • Best-in-class professional services and support

Summarizes Lisa Grover, Vice President, Marketing at SIAA, “We have a large number of attendees and it was important the virtual event experience mimic that of a physical one, with keynote addresses, an event lobby, and rooms for participants to interact with content. We also wanted to target specific content to certain constituents, so participants were continually engaged and motivated to attend for the duration of the event.”