Private Club Communications
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Club Communications Multiplatform, Multimedia and Multi generation
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Transcript of Private Club Communications
Club CommunicationsMultiplatform, Multimedia and Multi generation
The Need Has Never Been Greater
• The go go nineties – a golf course a day
• 2001 things began to change
• 2008 the club world and the world changed – a golf course closing every three days
The Need Has Never Been Greater
• Country Club Economics
- Dues Fund Operations
- Initiation Fees Fund Capital Needs
- Assess when either need is not met
The Need Has Never Been Greater
• The New Country Club Economics
- Dues are down
- Initiation Fees are lower with fewer new members
- Assessments drive away members
The Need Has Never Been Greater
• The New Country Club Economics
– Club Communications and Marketing needs to drive more revenue
– Overt internal and covert external marketing
– Banquets, weddings, golf outings
– Making ala carte a lighter shade of red
A Communications Plan
• Using different platforms, different media for different generations
• The Newsletter
• Website
• Broadcast or Blast Email
A Communications Plan
• Social Media
• Private Networks
• Apps Mobile
• The Cloud
Aware of the possibilities
You don’t need to
know how to fly the
plane.
You just need to buy
a ticket.
Communications Plan
Content Calendar
Insert Content Calendar
Sample Facebook Content Calendar
How do you measure the impact ?
Provide the information the way the
members want to consume it
Three generations of members three generations of communications
Print – 70 members get a hard copy of the newsletter mailed
Email – nearly 450 member email addresses
Mobile – 197 members signed up on Clubster
Total number of members 340
Engagement
Engagement is communicating well enough that the audience pays attention.
JASON FALLS · April 25, 2012
More Traditional PlatformsNewsletter, Website and Email
NewsletterThe cornerstone of club information
Do you still need a newsletter?
• Serves as the starting point for
information which can be repurposed
in other platforms
• Collateral material for membership
recruitment
• Some members still want their club
news that way
Your WebsiteExternal marketing tool
Internal member convenience
Another source of member communication
Website features and
coordination
EmailStill the “killer app”
Constant Contact
Website based program
Website Based Email Program
Metrics
Social Media Some platforms to consider for your Club
Social MediaYouTube
Videos
89 million people in the United States are going to watch 1.2
billion online videos today. (ComScore)
Online video users are expected to double to 1.5 billion in 2016.
(Cisco)
Online video now accounts for 50 percent of all mobile traffic and
up to 69 percent of traffic on certain networks. (Bytemobile Mobile
Analytics Report)
Videos
Videos
Videos
Videos
Videos
Including
Video
Take video of golf, tennis and fitness instruction by your Club professionals.
Upload to Youtube and create link for posting to Social Media, Website and Email
Create different groups for different types and level of instruction and post links to groups
Social MediaFaceBook
Social MediaPinterest
Social MediaSlideshare.net
Presentations
Presentations
Private NetworkA closed online community
Clubster the Facebook for the club community
Clubster Tips and Tricks
Multiple re-invite feature
New on or off comment feature
Calendar with future email
feature
Like any social media – post updates
Let us hear your tips and tricks?
Summary Clubster Tips and Tricks Q and A
News Update
• Stimulate party bookings
– Create PDF of open dates
– Focus on one particular date
– Balance a sense of urgency with
availability
– Can list menu options or insert links to
lead to menus
Many platforms offer the ability to form groups
Download Member and Staff Lists
Weekly New Member Email
Using ForeTees mobile and on
web with Clubster
Groups
• Groups to stimulate participation and club usage – member retention– New Members 2014
– Wine Club
– 9 hole league
– Swim team
– Golf Clinic
– Women’s
Metrics
• Metrics – how does your Private Network use match your email open rate?
• Measure growth rate
• Promote, promote, promote
MobileWhere your members “live”
Website must be responsive
Cell phone evolution
Events Gone Mobile
Events Gone Mobile
Using and promoting apps
ForeTees App
The CloudWhat it is
How to use it
What is the Cloud?
The Cloud is remote storage of
your information that can be
retrieved and shared with your
permission.
How you can use the Cloud
How you can use the Cloud to link your members to information.
Documents
DropboxGoogle DriveConstant Contact Website and other platformsNewsletters, rosters, flyers, menus, registration and more
Documents
Co
Documents
Picture Albums
