[Bonus] Learning Subscriptions As a Revenue Win
About this Session
A subscription changes the very nature of your learning business’s connection with its customers, from one-off transactions to an ongoing relationship where you’re their go-to source for learning.
The American Speech-Language-Hearing Association (ASHA) spent three years investigating, planning, and developing a continuing education subscription. The ASHA Learning Pass launched at the start of 2020, and—aside from a temporary pivot to “free for all ASHA members” at the start of the COVID-19 pandemic—the subscription has grown tremendously in the four years since, and it quickly became the dominant driver of revenue, growth, and engagement for the ASHA Professional Development program. Revenues are up 300 percent, and learner engagement is up 200 percent.
This session distills ASHA’s efforts to create and implement a learning subscription into the most critical questions and issues. We’ll explore why a subscription model is worth serious consideration, what the critical features are, how to determine what parts of your portfolio to include or exclude, and how to predict the revenue and engagement potential for your learning business.
And, if your learning business already offers a subscription product, this close look at another learning business’s approach will leave you with ideas for how to fine-tune your offering to yield greater reach, revenue, and impact.
Moderators
Senior Director, Professional Development, American Speech-Language-Hearing Association
Jack led the three-year effort to create ASHA’s CE subscription, which has become the largest driver of revenue, growth, and engagement for the professional development program.
