Insurance Agents & Brokers

Services Delivered

• SiteExecutive WCM software
• Design, project management
• Web hosting
• AMS integration
• Training

Benefits:

• Eliminate Web publishing bottleneck
• Improve member engagement
• Elevate IA&B brand

Background:

Insurance Agents & Brokers (IA&B) is a partnership of three agents' associations working together to deliver programs, products and services. Recognized and respected nationally for its efforts in agent professional development, advocacy and communications, IA&B is dedicated to maintaining a partnership that spans Maryland, Pennsylvania and Delaware.

Challenge:

Like many growing associations, IA&B has invested in technology to improve member services and operational efficiency. After implementing Association Anywhere, an association management system (AMS), IA&B's management shifted the organization's focus to its Website. Built with static HTML pages, the site was difficult to update and maintain, and had become bloated with outdated, stale content. These issues were compounded by an ineffective search function and dated design, all of which diminished the site’s value for IA&B members and staff.

Solution:

IA&B was introduced to SiteExecutive and Systems Alliance by ACGI Software, the company responsible for implementing IA&B's AMS. Members of the organization’s executive and Web teams participated in a Systems Alliance-led Web Effectiveness Workshop. This session produced high-level requirements and the in-depth understanding of IA&B’s vision for optimizing its Web presence. It also gave IA&B a hands-on demonstration of SiteExecutive, which because of its ease of use and potential integration with Association Anywhere was identified as the organization’s preferred CMS.

Results:

Building on the findings from the Web Effectiveness Workshop, Systems Alliance re-developed the IA&B Website around a new, more intuitive information architecture and compelling design. The new site has helped the organization improve member relations by:

• Strengthening brand integrity
• Enhancing content quality and searchability
• Streamlining access to a number of member-only site functions, such as online dues payment

Beyond its benefits for the organization’s members, the redesigned IA&B has been recognized by the Web Marketing Association with a 2008 WebAward – the Associations Standard of Excellence Award.

Commenting on the Web Award, Barb Wise, the organization’s vice president of Programs said, “Getting this recognition from the Web Marketing Association is great, but what really matters is what our members think. For them, the new site delivers the information and services they need to succeed – and for that, we’re very pleased with the SiteExecutive Web content management software and consulting services we’ve received from Systems Alliance.”