Increasing an Industry Association's Influence and Impact

While well-known among women insurance professionals, APIW (Association of Professional Insurance Women) was ready to take the next step and increase visibility and influence within the industry as a whole.

Maryanne served as Communications Officer, VP of Programs, President and Immediate Past President. During her ten years of involvement, she focused on using her marketing and communications expertise to build name recognition, membership and awareness of the association's mission throughout the insurance community.

APIW holds monthly industry luncheons from September to June annually. These luncheons are the life-blood of the organization. This is where members network, form connections and build business. By obtaining industry leaders as speakers at these luncheons, APIW was able to generate a 100 percent increase in attendance, with at least one trade press story per luncheon. One January CEO luncheon speaker - the legendary Hank Greenberg - drew a sell-out crowd of over 400 industry professionals and rated a number of stories in the insurance trade press including a cover story in one of the most influential trade publications.

In addition, Maryanne Sherman spearheaded an effort to revamp the existing website to generate more traffic, produced the first-ever annual message to members and interested stakeholders, supervised the development of the first corporate sponsor profile brochure and redesigned the member recruitment brochure. Under Maryanne's leadership, APIW instituted the first industry-wide Women's Leadership Forum, where APIW partnered with Financial Women's Association (FWA), 85 Broads, National Association of Insurance Women (NAIW) and National Association of Women Lawyers (NAWL). The occasion was sold out.