UpHouse first connected with GLMA in 2024 when we teamed up to capture the energy and spirit of their 42nd Annual Conference on LGBTQ+ Health in Charlotte, North Carolina. Over the two-day conference, our video production crew filmed keynotes, workshops and candid conversations with attendees across disciplines.
One of GLMA's goals for the 42nd conference was to expand the conference's reach to the broader community of LGBTQ+ health professionals. That year, GLMA welcomed nurses, mental health professionals, physicians and students to the conference, and UpHouse gathered personal stories from participants to help illustrate the value of advocacy in medicine.
Teaming up with GLMA was such a wonderful experience, so we jumped at the opportunity to work with them again. Our crew attended both the launch of GLMA's DC chapter and the 44th Annual Conference in Seattle to create a recap video focused on the energy, excitement and tone of the conference, showing future attendees what makes GLMA so special. In addition to our video work, we sponsored the conference and set up a booth for our team to connect with attendees and hear their stories.
If there's one thing we've learned from our work in experiential marketing, it's that interaction is key. So, our team invited conference attendees to write in a guestbook as a gift to the GLMA team. We asked them to share about their time at the conference and what makes it so special, creating a keepsake that demonstrates connection through difficult times.
The UpHouse crew felt so fulfilled at the conference, and we wanted to use it as an opportunity to share why inclusive spaces are critical for professional communities.
During such an overwhelming and frightening time for so many Americans, it's increasingly important to remember that one of our strongest forms of resistance is community. GLMA creates an uplifting and positive environment that encourages sharing and learning from others and their experiences.
It's often said that the people you're surrounded by reflect the energy you put out into the world—and GLMA has created an extraordinarily supportive and caring communities. The conference has found a way to balance the realities of the state of healthcare while encouraging attendees to stay hopeful. Our team left the conference comforted and inspired by the stories we heard and the many new connections we witnessed.
While community may be spread out and feel disconnected at times, organizations like GLMA bringing people together remind us of the power of queer solidarity. Our Video Editor, Ben, noted that attendees had "hope that what they are going through is not permanent, and something better is on the horizon."
How To Conference:
From an agency perspective, the question of conferences, "to go or not to go", can be complicated. While there's no arguing the benefits of connection and community, it can be difficult to balance with the realities of cost. So, how can an agency get the most out of a conference?
Undoubtedly, a key purpose of attending a conference is to introduce your business and generate leads—but there is much more to gain beyond simple introductions. Take time at conferences to get to know people, ask questions, listen to their stories and show genuine interest in their work.
Deep listening is foundational to our mission at UpHouse. Connection makes the work personal, and as a result, stronger. Organic conversation allows us to understand the stories we're telling and the importance of the work from a personal perspective. Projects like our work with GLMA create hope and demonstrate the strength of community, and it enables us to deepen our understanding of purpose-led marketing.
"You don't need to turn every conversation into a pitch."
When you're evaluating how successful your conference experience was, remember that understanding beliefs and the inner mechanics of an industry can be just as valuable as an email address.
GLMA's conference reflects this mentality well. They host events like karaoke and drag shows, because making space for joy and genuine bonding beyond boardrooms is an essential part of LGBTQ+ community care. Having opportunities to relax and laugh with other attendees doesn't just create a memorable experience—it emboldens a community to grow stronger together.
So, next time you're at a conference, remember not to skip an event just because it isn't a panel or keynote. Sometimes the best connections and opportunities arise in peculiar places!
