6 steps to printing money at your association with elearning slides
Post on 18-Oct-2014
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DESCRIPTION
It's no secret that associations want higher member retention, increased non-dues revenue, and a unique value-add members can't get anywhere else. The question is: what's so sticky that members will renew year after year just to have access to and be willing to pay extra for? And how can associations generate a new, profitable revenue stream AND create higher member engagement? In this Webinar, Tom Morrison, CEO at the Metal Treating Institute (MTI) and Jack McGrath, President and Creative Director at Digitec Interactive come together to share the secret to "printing money" at your association with eLearning. Their innovative approach to online education for associations outlines a 6-step process to creating successful education programs, designed to maximize member satisfaction and generate cash for the association. Attendees will learn: • How to design a successful business model for eLearning • How to determine technology needs and make their selection • How to create, source and repurpose content for online • How to successfully market their programs • How to build a "hands-free" program that even small staffs can manageTRANSCRIPT
Jack McGrath | DIGITEC Interactive
TO PRINTING MONEY AT YOUR ASSOCIATION WITH ELEARNING6 STEPSTom Morrison | METAL Treating Institute
@tommorrison @metaltreat@digitecjack @digitec
#assnEDU
- About The Metal Treating Institute (MTI)The AGENDA
- About Digitec Interactive- The eLearning Landscape- 6 Step Process- Questions
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SLIDE: 2
CEO at MTI
Tom Morrison
MTI represents the largest network of commercial heat treaters in the world. MTI also represents manufacturers with in-house heat treating operations and suppliers who serve both commercial and captive heat treaters.
OUR MEMBERS
The Metal Treating Institute is a 501(c)(6) non-profit trade association that was established in 1933.
To enhance the image and profitability of the heat treat industry.
OUR ASSOCIATION &OUR MISSION
MTIMETAL TREATING INSTITUTEABOUT US
Heat Treat Specialist Certificate ProgramQualified Furnace Operator ProgramABC’s of Heat TreatingFurnaces North America Safety/Environmental
OUR EDUCATION PROGRAMS
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SLIDE: 3
President and Creative Director at Digitec
Jack McGrath
Digitec has partnered with more than 75 associations and nonprofits to develop and deliver online member education. More than 300,000 learners worldwide utilize the Knowledge Direct® LMS powered by Digitec Interactive.
OUR PARTNERS
Digitec Interactive is a multi-award winning eLearning company and learning management system (LMS) provider.
To transform learning and change lives.
OUR COMPANY &OUR MISSION
DIGITECINTERACTIVEABOUT US
Learning Management SystemseLearning Course ProductionInstructional Design ServicesGames & Simulations
OUR SERVICES
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SLIDE: 4
Any learning conducted via electronic media; encompasses self-paced content, live and recorded webinars, digital print media as well as videos and audio recordings.
THE DEFINITION
MEMBERBENEFITSeLEARNING LANDSCAPE
SECURE
LOGIN
MEMBERS
ONLY
MEMBERS
SAVE $$
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TAILORED
EXPERIENCE
CONVENIENT/ ON-
DEMAND
EARN
CEUs
SLIDE: 5
- More cost-effective than ILT- Ability to reach larger audience- Increased revenue generation- Learner directed - More effective learning- Increased knowledge retention
THE REASONS
ASSOCIATIONBENEFITSeLEARNING LANDSCAPE
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MEMBER
RETENTION
NONDUES
REVENUE
SAVE 50-70% VS ILT
ATTRACT NEW MEMBERS
BUILD
COMPETITIVE
ADVANTAGE
SOURCES: CertifyMe.net, Tagoras Association Learning + Technology Report
SLIDE: 6
- Concern over cost- Technology skills of users- Staff time to develop content- Talent/SMEs- Tech infrastructure - Board approval
BARRIERS TO ENTRY
TRENDSPREDICTIONS and BarrierseLEARNING LANDSCAPE
77.4% of ASSOCIATIONS
OFFER ELEARNING
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8.9%
OFFER
MLEARNING
1.5 BILLION
SMARTPHONE
USERS
95% of ASSOCIATIONS
USE ELEARNING
FOR MEMBER PD
SOURCE: Tagoras Association Learning + Technology Report
SLIDE: 7
eLearning
6. MAINTAIN AND SUPPORT PROGRAM
5. MARKET YOUR ELEARNING
4. CREATE CONTENT
3. SELECT THE TECHNOLOGY
2. DETERMINE PRICING MODEL
ASSOCIATION.EDU6-STEP PROCESS
1. FIND YOUR NICHE
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SLIDE: 8
DETERMINE COMPETITIVE ADVANTAGE
RESEARCH COMPETITION
Mandatory trainingContinuing education requirementsCertificationsDesignationsAuditsPrestige/marketability of members
DETERMINE MEMBERSHIP EDUCATION NEEDS
DETERMINENEEDSSTEP 1: FIND YOUR NICHE
1. FIND YOUR NICHE
eLearning
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SURVEY MEMBERS
CONSIDER PARTNERSHIPSWho’s serving education needs of members?What is their model?How well are they fulfilling the needs?What weaknesses do they have?
What makes your association better?What is your differentiator?
What do they seek?What are they doing now for training/CE?What expectations do they have?What are they willing to pay?
Other associationsIndustryUniversitiesNonprofitsAdvocacy groups
SLIDE: 9
PER PROGRAM (BUNDLE)
Monthly-Unlimited access-Limited access
Annually-Unlimited access-Limited access
SUBSCRIPTION
PRICINGOPTIONSSTEP 2: DETERMINE PRICING MODEL
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PER COURSE
Certification programDesignationCertificate program
Bulk discountsMember/nonmemberOrganizational/individual
2. DETERMINE PRICING MODEL
eLearning
SLIDE: 10
SEND OUT RFP
RESEARCH SOLUTIONS
Estimate projected usageCreate a timelineDocument your requirements-Critical-Need to have-Nice to have
PLAN YOUR PURCHASE
LEARNINGMANAGEMENTSTEP 3: SELECT THE TECHNOLOGY
eLearning
#assnEDU
DEVELOP THE RFP
DEMO SOLUTIONS
Attend tradeshowsRead reportsSearch the webAsk for referrals
No more than 5 vendorsExpect and be open to questionsRequire detailed responses
Involve your teamFine tune requirements/create use casesUtilize spreadsheetsAssemble a review committee
Narrow down to 2 or 3 for demosInclude all stakeholdersConsider scheduling 2 demos (tech/non-tech)Ask for trial “sandbox”
3. SELECT THE TECHNOLOGY
CHECK REFERENCESAt least 3 (similar size/requirements)What do they like/dislike? Any surprises?
SEAL THE DEALNotify chosen vendorNotify all other vendors
FREE WHITE PAPER
SLIDE: 11
DETERMINE NEED
Does it meet training/CE needs of members?What format is it in?-Presentations (PPTs, notes, handouts)-Conference session recordings-Webinar recordings-Handbooks/textbooks- Journals-Self-paced courses
Can it be converted to online?Does it need updating?
TAKE AN INVENTORY
ELEARNINGDEVELOPMENTSTEP 4: CREATE CONTENT
eLearning
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IMPORT CONTENT
What format should it be in?-Self-paced eLearning-Videos-PDF/Docs-Live webinars- Journals
Who should create it?-Vendor w/help of SME-SME-Association staffers-Contractor
Migrate or upload to LMSCreate course/program descriptionsCreate assessment or survey questions
4. CREATE CONTENTSLIDE: 12t
CREATE MARKETING PLANMarketing and Education Depts. must team
COLLABORATE
GENERATEINTERESTSTEP 5: MARKET YOUR ELEARNING
eLearning
#assnEDU
Audience (segmentation)-Member/nonmember?-Rookie/veteran? Need cert or CE?-Where do they “live”? (email, social media, conferences, print journals, direct mail)
Message/ToneDelivery Method-Traditional (magazines, journals, direct mail)
-Digital (email, social media, website)BudgetMetrics
5. MARKET YOUR ELEARNING
SLIDE: 13
UNDERSTAND YOUR PRODUCTRemember what you’re really selling (HINT: certificate)
Level 1 (password assistance)Level 2 (technical support)
SUPPORT USERS
MANAGINGELEARNINGSTEP 6: MAINTAIN AND SUPPORT PROGRAM
eLearning
#assnEDU
6. MAINTAIN AND SUPPORT PROGRAM
CONTENT UPDATESWho is responsible?What is the shelf life?When will you expand your offerings?
ADMINISTER LMSAssociation stafferLMS provider
SLIDE: 14
From the audienceQUESTIONS?
President and Creative Director at Digitec
Jack McGrath
CEO at MTI
Tom Morrison
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