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How CUNA Mutual Group sees massive event attendance increase with ON24 digital experiences

cuna mutual group console

  • 172%

    Average registration increase

  • 62%

    Registrant-to-attendee conversion rate

  • 4

    Average hours attendance time

Capabilities

Industry

Use Cases

  • Event marketing

About

CUNA Mutual Group is a leading insurance, financial services and technology company focused on helping people achieve financial security through all life stages. CUNA Mutual Group offers consumer and commercial insurance, retirement and investment solutions; and business solutions including data and analytics, lending capabilities and marketing services.

Introduction

Physical events have gone the way of the past. They are costly, timely and typically require extensive business travel and resources outside of budgets. Due to a constrained economy, many businesses, particularly smaller ones, find themselves unable to spare the expense or the resources to attend physical conferences. Yet, many organizations still insist on live events for their engagement, conversion and networking factors. CUNA Mutual Group was one of those companies.

Problem

For many years, CUNA Mutual Group hosted a large, physical event call the “Discovery Conference.” It leveraged the event to share timely and relevant industry information, mainly with credit unions and related businesses. The conference was a must-attend for credit unions looking to accelerate their businesses. But when economic strains and lack of resources hit the credit unions, particularly the smaller ones, CUNA Mutual Group knew it needed to find a different solution.

To offset the shifting dynamic in the industry, CUNA Mutual Group started delivering webinars, using a basic conferencing tool meant to take the place of the physical conference. The webinars were well attended, but the technology lacked a number of critical features, including a stable platform for video streaming and an automated registration process. It needed these features and more to build a must-attend financial industry event that had the same reach, quality and accessibility as its annual physical event.

Solution

With ON24 Virtual Event Platform, CUNA Mutual Group can recreate the in-person event experience, complete with an exhibition hall, auditorium and networking lounge with more engagement than its physical event. CUNA Mutual Group found all the tools it needed to create the same caliber event, if not higher, as its physical Discovery Conference.

  • ON24 Webcast Elite. CUNA Mutual Group webcasted numerous presentations in its virtual auditorium to deliver the most valuable information to attendees in an engaging but interactive way.
  • Virtual Networking. Often the draw of a physical conference includes the chance to network with fellow colleagues and potential business partners. CUNA Mutual Group used ON24 to recreate this type of interaction online and provide a way for attendees to connect with speakers and fellow event attendees, and enable peer-to-peer networking.
  • Automated Registration. With ON24 and a customized event registration page, CUNA Mutual Group simplified its registration process and streamlined signups for close to 2,000 people. With an automated process came increased conversion and more manageable follow-up.

Results

ON24 helped CUNA Mutual Group see higher attendance and a higher level of engagement than its physical events. The first annual Online Discovery Conference exceeded the registration numbers of previous conferences (which averaged 600-800 registrants) with a total registration of 1,907 people and achieved a registrant-to-attendee conversion rate of 62 percent. With an average attendance time of four hours in the environment, attendees stayed engaged with the content and were able to interact directly with presenters, sponsors and other attendees.

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