When a major provider of continuing education announced that it was for sale, a Kellen association client in the medical research industry recognized an opportunity to expand its reach and services. After being outbid by a large commercial group, the association was left in a potentially vulnerable competitive position. Working with the group’s Board of Directors, Kellen staff quickly developed a bold proposal to leverage the group’s assets and create its own multifaceted distance education program.
The program included a monthly webinar series, recordings of presentations from the association’s annual conference and repurposed, high-quality content from the monthly publication. Recorded webinars, podcasts and research papers were housed in an online library, accessed through the association’s website. The majority of content qualified for continuing education credits. Kellen secured vendor partnerships and developed a marketing plan that would support and grow the program nationally.
Kellen’s distance education program was an instant success, tracking ahead of all financial and participation projections. By year two, the association was able to repay the funds it borrowed to launch the initiative and continues to the benefit from a growing source of non-dues revenue.