"Thank you for being a part of our journey. We could not have made it work without the rapid-build ability. You are a cornerstone of our success and the success of our members."
Products
Key Features
On-demand courses
Credits and certificates
E-Commerce
2x
Membership after implementing the all-inclusive pricing, revamping the website, and launching the learning portal—all within 10 months
34%
Increase in membership revenue
45%
Increase in combined membership and education revenue
In 2013, VTLA’s membership was steadily declining, a trend that continued into 2014 at an alarming rate. The organization conducted membership surveys and interviews to determine the cause. They quickly learned that they did not have a strong membership value proposition and that their online presence was outdated. After a thorough analysis, VTLA determined that quick changes were necessary to offer their members what they wanted and needed most.
Challenge & Solution
First, VTLA updated its website’s homepage to provide members with a better user experience and track member engagement. Then, in June of 2015, VLTA signed on to set up a learning management system (LMS).
VLTA converted all of its educational content into approved, for-credit online courses for its membership, which consisted of insurance agents, real property attorneys, settlement agents, and title examiners. Additionally, they recrafted their title insurance pre-licensing class into an online course, which is required to obtain licensure in Virginia. By late October 2015, they launched the learning portal using Path LMS™.
The next step was to repackage their entire member benefits structure to allow for an “all-inclusive” purchase level. This pricing allowed member companies and their entire staff access to the online learning portal with a paid membership. They also included other value-added components, including a digital magazine and newsletter, an updated website, a career center, and multi-track events with twice as many educational opportunities.
Results
All these improvements led to impressive improvements across the board. VLTA doubled its membership after implementing the all-inclusive pricing, revamping the website, and launching the learning portal, all within ten months.
Membership revenue increased by 34%, and combined membership and education revenue increased by 45%. With increased membership at the free events, sponsorship dollars naturally rose, which offset expenses incurred by VLTA.