Transforming Applied Client Network Through Persona-based Programming

Overview

• In 2022, Applied Client Network (ACN) was facing its lowest chapter attendance in history across North America. Members belonged to regional chapters by geographic location, and in-person meeting attendance dropped to less than half of all meetings.
• With Smithbucklin’s guidance, ACN embarked on a strategic planning journey to reimagine its organization. ACN moved beyond regional boundaries to persona-based programming around job roles.
• Today, a new Member Alliance Program now organizes members around shared interests, working environments, and qualities. This provides more relevant educational content, an improved member experience, and greater efficiency and engagement.

ACN is the only independent global user community of Applied Systems. As a “user group” organization, ACN is designed to assist employees of insurance brokerages and agencies that rely on Applied Systems to run their businesses.

ACN’s chapters discovered challenges in their structure in recent years, which operated by geographic location. In this model, members belonged to their respective state chapters. If members wanted to participate in a different chapter’s programming, they had to pay for membership in another state.

Reimagine possible together®

In 2022, ACN was facing its lowest attendance in history across its 50 North American chapters. In-person meeting attendance dropped to less than half of all meetings. Recognizing the need for transformation, ACN embarked on a strategic planning journey with Smithbucklin to reimage its organization globally. We gathered a team of experts across Smithbucklin, including members of the Education and Learning Services, Marketing and Communications Services, and Membership and Operations teams, to collaborate cross-functionally and support ACN. Our primary objective was to create a safe environment where members could challenge or ask questions about industry practices and standards regardless of their geographic location.

ACN turned to Smithbucklin to address inefficiencies within its operating model. We worked together to enhance ACN’s organizational relevance through its member value proposition. We also set out to maximize the capabilities of specialized staff members for skills needed throughout the organization while addressing a decline in staffing retention.

Our approach involved reviewing overall programming through a pre-and post-COVID lens. Even prior to the pandemic, chapters realized that virtual sessions regularly attracted more attendees and were easier to plan and host than in-person meetings. We understood that a hybrid model of programming delivery would be critical to ACN’s success.

“ACN needed to modernize its chapter program, and we had to adapt to the post-COVID landscape so we could continue providing unique value to the community. We looked to the expertise of the ACN community and staff team while bringing in cross-collaboration and collective thinking to determine how we would formulate a next-generation offering for ACN.”

-Brian Langerman, Executive Director, Applied Client Network

During the pandemic, chapters switched to a fully virtual format, which made it increasingly difficult to keep current volunteers engaged, recruit new members, and improve attendance. As a result, chapter meeting content suffered. Fewer volunteers meant fewer options for presenters and even less relevant topics for all attendees.

Driving engagement through persona-based programming

With Smithbucklin’s guidance, ACN adopted a more tailored approach to delivering content and modernizing the organization’s offerings to members. Together, we worked to optimize the voice of the community in a post-COVID landscape. In an environment where job role segmentation had increased, ACN recognized the need to prioritize member diversity with regards to member roles rather than geographic location.

ACN realized that moving beyond regional boundaries to persona-based programming would provide more relevant content and an improved experience for members with greater consistency. We proposed removing regional roadblocks to allow all members to participate in any ACN programming, regardless of their location.

This approach enabled members to collaborate virtually based on their job function and working environment without travel restrictions and other impediments. The new model now makes it easier for members to receive relevant content that caters to their specific needs.

We created clearly defined personas around the needs of members. These alliances, or collective groups of individuals, are based on members who share the same interests. ACN’s Member Alliance Program now consists of eight divergent groups:

•         Large Agents Alliance

•         Financial Services Alliance

•         EZLynx Alliance

•         Canadian Alliance

•         Client-Facing Service – Personal and Commercial Lines Alliance

•         Client-Facing Service – Employee Benefits Alliance

•         Owner/Principal Alliance

•         Operations, Financial, and Managerial Alliance

“Our partnership with Smithbucklin has allowed us to take a new approach to member programming. ACN sought feedback, conducted surveys and focus groups, and harnessed Smithbucklin’s expertise to benchmark our programming. Our collaboration was powerful and resulted in a refreshed approach that better suits the needs of our members.”  

-Colleen Lazanich, ACN 2024 Chair, CEO, CalNonprofits Insurance Services

Since launching the Member Alliance Program in 2024, ACN has increased its ability to provide educational content to support members around their individual needs while expanding reach across membership. The program has also enabled volunteers to use their skill sets more effectively and focus on high-value initiatives.

While in its initial phase, ACN has already seen the program increase volunteer interest, specifically within Alliance Volunteer Leadership positions. In fact, more applications were submitted than positions available.

As Applied Systems has grown and adapted to meet the needs of its clients, ACN also continues to evolve to meet the needs of tens of thousands of insurance professionals both globally and across North America.

Brian Langerman is an Association Management senior director at Smithbucklin, and Executive Director of Applied Client Network.

Jacqueline Gaggiano is an Association Management senior manager at Smithbucklin.

Julie Ferry is an Event Services portfolio director at Smithbucklin.

Jeff Price is a Marketing and Communications Services senior manager at Smithbucklin.

Meet the Team

Brian Langerman

he/him
Association Management
Smithbucklin

Jacqueline Gaggiano

she/her
Association Management
Smithbucklin

Julie Ferry

she/her
Event Services
Smithbucklin

Jeff Price

he/him
Marketing and Communications Services
Smithbucklin