A presentation on internal and external marketing for private clubs. With emphasis on broadcast email, facebook, pinterest

1. Club Communications
Multiplatform, Multimedia and Multi generation

2. 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

3. The Need Has Never Been Greater
• Country Club Economics
- Dues Fund Operations
- Initiation Fees Fund Capital Needs
- Assess when either need is not met

4. 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

5. 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

6. A Communications Plan
• Using different platforms, different
media for different generations
• The Newsletter
• Website
• Broadcast or Blast Email

7. A Communications Plan
• Social Media
• Private Networks
• Apps Mobile
• The Cloud

8. Aware of the possibilities
You don’t need to
know how to fly the
plane.
You just need to buy
a ticket.

9. Communications Plan

10. Content Calendar
Insert Content Calendar

12. Sample Facebook Content Calendar

13. How do you measure the impact ?

14. 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

15. Engagement
Engagement is communicating well
enough that the audience pays
attention.
JASON FALLS · April 25, 2012

16. More Traditional Platforms
Newsletter, Website and Email

17. Newsletter
The cornerstone of club information

19. 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

20. Your Website
External marketing tool
Internal member convenience
Another source of member communication

22. Website features and
coordination

25. Email
Still the “killer app”
Constant Contact
Website based program

26. Website Based Email Program

29. Metrics

31. Social Media
Some platforms to consider for your Club

32. Social Media
YouTube

33. 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)

34. Videos

35. Videos

36. Videos

37. Videos

38. Videos

40. 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

42. Social Media
FaceBook

46. Social Media
Pinterest

50. Social Media
Slideshare.net

52. Presentations

53. Presentations

54. Private Network
A closed online community
Clubster the Facebook for the club community

56. Clubster Tips and Tricks
Multiple re-invite feature
New on or off comment feature
Calendar with future email
feature

58. Like any social media – post updates
Let us hear your tips and tricks?
Summary Clubster Tips and Tricks
Q and A

59. 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

60. 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

61. Groups
• Groups to stimulate participation and club
usage – member retention
– New Members 2014
– Wine Club
– 9 hole league
– Swim team
– Golf Clinic
– Women’s

63. Metrics
• Metrics – how does your Private Network
use match your email open rate?
• Measure growth rate
• Promote, promote, promote

64. Mobile
Where your members “live”
Website must be responsive

65. Cell phone evolution

66. Events Gone Mobile

67. Events Gone Mobile

68. Using and promoting apps

69. ForeTees App

70. The Cloud
What it is
How to use it

71. What is the Cloud?
The Cloud is remote storage of
your information that can be
retrieved and shared with your
permission.

72. How you can use the Cloud
How you can use the Cloud to link your members to information.
Documents
Dropbox
Google Drive
Constant Contact
Website and other platforms
Newsletters, rosters, flyers, menus, registration and more

74. Documents
Co

75. Documents

76. Picture Albums

79. Thank You
Paul Hattimer, CCM
In/paulhattimer
@phattimer
920 458 3533
817 889 1757
phattimer@gmail.com