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

Thank You

Paul Hattimer, CCM

In/paulhattimer

@phattimer

920 458 3533

817 889 1757

phattimer@gmail.com