Biz Strategy

Content

The “features” of ISCA's membership: 

• What will you provide?
• How will you provide it?
• How frequently will you provide it?
• Evaluate the effectiveness and be certain to over-delivering on what is promised to members.

Content Catalog: This is a list of all the items you can provide your members. 

The menu of all the services you can provide.

Content Calendar: 

Determine when and how often ISCA delivers content to the members and beyond. Warning: People quit because of content overload. Strike the right balance between delivering too much and delivering too little.

Your content calendar helps you find the right balance on what you deliver and when.

Content Categories: 

Categories guide what content should be delivered. Categories aim to deliver a balance of content.

Assimilation

Take members from sign-up to fully engaged in your program. Giving an opportunity to stay for thelong-haul.

What do you want your members to RECEIVE? 

It’s important to think through all that you want your member to receive. They’re no longer a customer. They’re now a member. You have to onboard them to your membership program and reinforce their decision to become a member.

What do you want your members to believe?

When it comes to changing beliefs, you have to sometimes change the mindset of the members and the profession? You have to help them see things differently. Understand and help to drive the conversations in their head. 

The belief they have about their roles and personal life. You have to help them see the benefits of their membership and the membership will make life easier, reduce stress or provide them with a greater sense of value.

What you want your members to achieve?

Your members have a reason or goal for joining ISCA. Does ISCA membership deliver on the reason why your members joined?

Members often join a membership is because they want to achieve a goal. Clearly identify that goal and repeatedly deliver on that goal.

Marketing

Attract prospects with marketing. Nurture them. Get them to join ISCA. 

ISCA's marketing funnel develops leads, uses a lead magnet, and attracts the best possible prospects. Nurture those prospects and build a desire for the ISCA membership program. Demonstrate ISCA's USP (Unique Selling Proposition), show prospects the benefits of your program and use testimonies to sharethe success of others.

Five C’s of Marketing a Membership

• CROWD. ISCA has built a crowd of subscribers. They are our prospects. These people have entered into ISCA's sphere of influence.
• CONTINUITY. Nurture our crowd, then convert them to members. Make sure that marketing and messages match our mission for memberships.
• COMMUNITY. Market to members and build membership into a community. Create a relationship with members and create a community.
• COMMITTED. Develop “next steps” for members to increase loyalty. Identify new revenue streams within your membership business and market to your members to get them to increase their commitment and you increase or deliver a higher level service and goods.
• CORE. The members at the heart of your membership program are the raving fans. These people bring referrals and add other people to ISCA programs. Give them opportunities to share what they’veexperienced. Equip them to get you referrals and add new members to your program.

Retention

The real goal is to increase the retention of members instead of replacing members with newmembers. The fastest way to increase influence and grow is to lower the churn rate, thereby increasing the lifetime value of every member.

Develop a pathway for people to follow so that they don’t lose interest in ISCA and the profession and quit.

Develop a plan that gets members to stay. Develop a pathway to keep members engaged and stay for the long-haul. Helping members increase their RELATIONSHIP + RESULTS: When you get your membersresults, and they see their success tied to your membership program. Then they'll be made into a fan. They’ll see their achievement is tied to what you’re providing, and the direction you’re taking them.

But RESULTS don’t stand alone. You have to have a RELATIONSHIP. Tie the results to a relationship with ISCA. The relationship among members with ISCA is the strength for retention and sustained results.

Ascension

Ascension, descension, retention and achievement within ISCA gives members a way to progressthrough their membership. ISCA's ascension model for the profession helps members when barriers they face is causing grief. 

The members should be able to climb the ladder in their coaching with different opportunities ISCA provides with achievements. 

What tweaks does ISCA make to:

• increase membership?
• increase retention?
• reduce cancellations? and
• create more achievement and profit?
• Are there new products, services, events that you can have for your members that will benefit them and better serve the goals of your membership program?

Leadership

• L-E-A-D = Learn, Experience, Apply, Develop

LEARN. What books are you reading? What seminars are you attending? What coachingnetworks are you a member of?

EXPERIENCE. What personal experiences? What financial experiences have you gone through? What family experiences? What life experiences have you gone through that can benefit others and serve the community?

APPLY. It’s not enough to learn and experience. You have toapply what you’re learning. What new disciplines are you developing? What hobbies or talentsare you learning? What actions are you taking as a result of what you’re learning?

DEVELOP. What action plans are you executing in your business? How are you helping people around youbecome better? How are you developing at becoming a better leader?