private club communications
TRANSCRIPT
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Club CommunicationsMultiplatform, Multimedia and Multi generation
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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
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The Need Has Never Been Greater
• Country Club Economics
- Dues Fund Operations
- Initiation Fees Fund Capital Needs
- Assess when either need is not met
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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
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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
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A Communications Plan
• Using different platforms, different media for different generations
• The Newsletter
• Website
• Broadcast or Blast Email
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A Communications Plan
• Social Media
• Private Networks
• Apps Mobile
• The Cloud
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Aware of the possibilities
You don’t need to
know how to fly the
plane.
You just need to buy
a ticket.
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Communications Plan
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Content Calendar
Insert Content Calendar
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Sample Facebook Content Calendar
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How do you measure the impact ?
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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
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Engagement
Engagement is communicating well enough that the audience pays attention.
JASON FALLS · April 25, 2012
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More Traditional PlatformsNewsletter, Website and Email
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NewsletterThe cornerstone of club information
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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
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Your WebsiteExternal marketing tool
Internal member convenience
Another source of member communication
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Website features and
coordination
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EmailStill the “killer app”
Constant Contact
Website based program
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Website Based Email Program
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Metrics
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Social Media Some platforms to consider for your Club
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Social MediaYouTube
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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)
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Videos
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Videos
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Videos
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Videos
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Videos
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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
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Social MediaFaceBook
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Social MediaPinterest
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Social MediaSlideshare.net
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Presentations
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Presentations
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Private NetworkA closed online community
Clubster the Facebook for the club community
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Clubster Tips and Tricks
Multiple re-invite feature
New on or off comment feature
Calendar with future email
feature
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Like any social media – post updates
Let us hear your tips and tricks?
Summary Clubster Tips and Tricks Q and A
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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
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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
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Groups
• Groups to stimulate participation and club usage – member retention– New Members 2014
– Wine Club
– 9 hole league
– Swim team
– Golf Clinic
– Women’s
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Metrics
• Metrics – how does your Private Network use match your email open rate?
• Measure growth rate
• Promote, promote, promote
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MobileWhere your members “live”
Website must be responsive
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Cell phone evolution
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Events Gone Mobile
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Events Gone Mobile
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Using and promoting apps
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ForeTees App
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The CloudWhat it is
How to use it
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What is the Cloud?
The Cloud is remote storage of
your information that can be
retrieved and shared with your
permission.
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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
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Documents
Co
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Documents
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Picture Albums
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