SIAA: The Agent Alliance

Independent agents weren’t searching for SIAA. But they were thinking about something more. With a focused campaign, smart targeting, and creative built around empowerment, Isadora Agency helped convert passive curiosity into 173% more leads—and brought the next generation of insurance entrepreneurs to the table.

SIAA, the nation’s largest alliance of independent insurance agencies, helps producers become successful business owners. But their next growth wave wasn’t inbound. The target audience—career producers with entrepreneurial potential—weren’t actively searching for a path forward. They needed inspiration, not hard selling.

The goal: speak to their ambition, frame business ownership as attainable, and build a scalable funnel to turn interest into action.

Instead of treating producers as one group, we built personas based on what they were really looking for—freedom, stability, community, or leadership. These insights drove a campaign that met them where they were mentally and digitally.

We created a multi-channel experience anchored by a downloadable guide titled “Thinking About Agency Ownership?” This resource became the hook, supported by a custom landing page and highly focused paid media strategy.

Our message made the path feel personal. Our structure made the journey easy to follow.

We started by overhauling SIAA’s search campaigns. The original strategy had been built on volume—20,000+ keywords with minimal targeting. We scrapped that approach and rebuilt it from the ground up using user-intent data, geo refinements, and negative keyword pruning.

Weekly optimizations and budget shifts ensured the campaign stayed agile. These refinements alone helped reduce CPA by 25%, and without them, we estimate cost per acquisition could have been up to 30% higher.

Programmatic advertising added a second layer of precision. We placed ads on sites the target audience frequented—even when they weren’t looking for a new opportunity. It expanded awareness, captured passive interest, and helped draw in leads that traditional search would miss.

The landing page brought it all together with clear benefits, strong proof points, and an aspirational but grounded tone. It didn’t just convert—it reframed how SIAA shows up for modern producers.

As the campaign delivered results, SIAA expanded the partnership. We advised on future landing pages, CRO strategies, and evolving the messaging for new regions and market segments.

Today, the work continues through ongoing campaign refinement and testing. We serve as an embedded strategic partner—guiding media spend, improving lead quality, and shaping how SIAA presents itself to the next generation of independent agents.

• Increased online conversions by 173% in the initial campaign
  
• Reduced cost-per-acquisition by 25% through ongoing optimization
  
• Replaced 20,000+ untargeted keywords with intent-driven targeting
  
• Introduced programmatic media to reach passive but qualified leads
  
• Strengthened brand perception through strategic storytelling and design