Effective Membership Communications Prepared for the 2011 Presidents - - PowerPoint PPT Presentation

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Effective Membership Communications

By: Stephen Ready President & CEO, VCT Communications Prepared for the 2011 President’s Council Fall Conference

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Meet Your Presenter

Stephen Ready President & CEO, VCT Communications

Stephen Ready is President and CEO of VCT Communications (www.vctcorp.com), a lifestyle-driven communications firm, with a focus

• n taking a relationship marketing approach to member communications

in order to drive engagement, activation and most importantly – member loyalty. Stephen speaks about the future of the private club industry extensively, and brings insights, visions and best practices for the “country clubs of the future” to audiences around the world. For the past 11 years, he has helped VCT’s private club clients incorporate new strategies, tools, content and benefits into their member communication, activation and retention plans, and more recently has introduced a new concept in club communications – “thinking like a magazine publisher.”

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What We’re Going To Cover Today

• The challenges facing today’s private clubs
• The rise of the mobile internet & other communications trends
• The key success factors for effective communications
• How to plan a strategic communications program around your club’s goals and
• bjectives
• The importance of relevancy in overcoming today’s communication challenges
• How to evaluate your program, measure success and readjust for continuous

member satisfaction

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Communications Introduction Communications ARE the Lifeblood of Your Club…

Have you checked your pulse lately?

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Today’s Communication Challenges

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Today’s Communication Challenges

• Member Time Constraints
• Financial Constraints–

Member and Club

• Club Resource Constraints

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• Financial Constraints
• Affluent individuals are

more conscious about how their money is being spent

• Consumers are still very

much brand conscious but are more willing to look for deals and opportunities to save money

Today’s Communication Challenges

*Source: Morrison Group and American Express Publishing

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• Shifting Demographics
• Member Preferences are changing rapidly,

not only for amenities and “experiences” but for communications – how, when and for what reason they want to be contacted….and communicated with

• Women are the budgeters and spenders of

the household. Therefore, clubs must reevaluate who they’re marketing to and what types of messaging they’re sending

Today’s Communication Challenges

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There’s Really No Demographic That Isn’t Mobile These Days…

Matures Boomers

• Gen. X & Y

Growing interest in Technology Increased expectations for easy and convenient technology Expect technology as a part of everyday life Are used to getting information at their fingertips More demands have lead to increased need to stay connected Learning technology from their children

Communication Trends

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Connectivity in a Mobile World

• Messaging
• Photos
• Video
• Games
• Sharing
• Music

Communication Trends

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The Rise of the Mobile Web

Devices are becoming more user-friendly Internet browsers have become more user- friendly What about your website & eNewsletter? Are they structurally compatible with today’s mobile- devices?

Communication Trends

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Does Your Club Plan to Utilize Mobile Apps Within the Next Year? Does Your Club Currently Utilize Mobile Apps?

*Source: VCT’s 2011 Club Communications Survey

“APP”licable? Communication Trends

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Quick Read (QR) Code Technology: Driving Interest in Your Covenience Centers

• Online Statements
• Online event registration
• Mobile applications
• Virtual golf instruction

Communication Trends

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Does Your Club Currently Utilize Social Media?

*Source: VCT’s 2011 Club Communications Survey

Communication Trends

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Does Your Club Plan to Incorporate Social Media Into its Strategy Within the Next Year?

*Source: VCT’s 2011 Club Communications Survey

Communication Trends

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Other

What Social Media Sites Does Your Club Currently Utilize or Plan to Utilize?

*Source: VCT’s 2011 Club Communications Survey

Communication Trends

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New Media

• Image Slideshows
• Videos

Making Communications Viral…

Peer-to-Peer

• Forward to a Friend

Participation

• Social Media Sharing
• Facebook “Like” Feature
• Comment Fields

Communication Trends

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Multi-Channel Communication Strategy

eMagazine Content

Communication Trends

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What’s the Answer? Effective Communications - Step 1

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STEP ONE: Communications Assessment

Effective Communications Overview

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Ease / Convenience Awareness Relevancy Entertainment Lifestyle Enriching

Brand Development / Consistency Increased Value Perception Increased Member Satisfaction More Effective Usage of Resources

Member Benefits Club Benefits

The Benefits of a Strategic Communications Plan are Two-Fold Effective Communications Overview

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3 Key Components of a Successful Communications Program

• 1. Nurture (Member Relationships): The process of initiating the exchange of

information and value (also, in the case of new members – moving individuals through the “acclimating cycle”).

• 2. Grow (Member Relationships): The process of building more “profitable,”

long-term relationships by encouraging repeat activity/involvement.

• 3. Retain (Members): The process of identifying and winning back inactive

members by reengaging them with your Club, services and programs.

Effective Communications Overview

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Developing Your Strategic Communications Game Plan… Strategic Communications Planning

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An Unfortunate Scenario…What it Costs When Members Tune Out?

Golf Director Membership Director Food & Beverage Director

Strategic Communications Planning

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Important Considerations: Strategic Communications Planning

• Do your communications effectively communicate the value of your

brand?

• Are you delivering targeted content that members enjoy?
• Are you leveraging the formats and frequencies members prefer?
• Are your target audiences defined?
• Is your database organized, syncronized and optimized for growth and

segmentation?

• Are you making effective use of time and resources?

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Strategic Planning Flowchart

• Member surveys
• Understand needs & preferences

Conduct a Communications / Member Satisfaction Audit

• Roles & responsibilities
• Existing communications inventory

Conduct an Internal /Staff Communications Audit

• Understand benchmark data
• Understand the implications of effective communication for long and short-term goals

Determine Goals & Objectives

• Strengths, weaknesses, opportunities, threats?

Create a SWOT Analysis to Share with Your Board

• Identify required mechanisms & prepare an actionable timeline

Develop a Plan and Timeline of Action

Strategic Communications Planning

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WEBSITE

• Brand identity
• Houses valuable

information

• Make

“transactions” (bill pay, tee-time, contact staff/other members, etc.)

EMAIL

• Eliminates the

“need factor”/ builds relationships

• “Newsworthy”

content/timely

• Creates

convenience centers

• Drives actionable

conversions

• Generates metrics

PRINT

• Still an option?
• Provide the

choice?

• Unique / tactile

reading experience

• More costly to

produce

• Impact on

environment

SOCIAL MEDIA

• Initiates

networking in a “virtual clubhouse environment”

• Additional access

point for delivering valuable content

• Access point to

deliver relevant information in a less invasive atmosphere

Look at Each Communication Vehicle and Assess Your Needs

MOBILE APPS

• More timely

Communication

• Preference based
• Transactional
• Convenient

Strategic Communications Planning

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Institute a Production Process

Having an organized plan will lead to more effective communications…

Strategic Communications Planning

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Create an Editorial Calendar Strategic Communications Planning

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Members’ Preferred Methods of Communication Strategic Communications Planning

*Source: VCT’s 2011 Club Communications Survey

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Alternative Options for Print…

Consider an ePublication that has a “printer friendly” option for member convenience

Strategic Communications Planning

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What About Outsourcing?

What are the Values and Benefits? Reduce or Control Operating Costs Acquire Resources Not Available Internally Make Capital Funds Available Free Resources for Other Purposes

Strategic Communications Planning

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What’s the Answer? Next - Effective eCommunications

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Open Rate Performance (“eblast” vs. “ebrand”)

0% 5% 10% 15% 20% 25% 30%

eBlasts sent 5+ times per week eBlasts sent one time per week eNewsletters

Effective eCommunications

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eBrand vs. eBlast-Where Do You Fit in?

eNewsletters/eMagazines (eBrand) “eBlasting” (eMail Blasts)

Communicates your value: a high quality eNewsletter

• r eMagazine to build your brand in the marketplace,

emphasize your quality Sell distressed inventory, last minute offers, or discounted memberships; tell a story of desperation Personalized to your audience: targeted and tailored “Issues” to all segments of your “readers” A one size fits all, come-and-get-it approach that carries an inconsistent message and brand Sends a consistent message that your club is different, and better, “and here are some reasons why” Don’t address your recipients’ preferences, or why you’re right for them Generates results based on what you have to offer, instead of how cheaply you offer it Trains your audience to look for the next discount offer, deflates your brand Gives you an opportunity to provide more diverse and engaging content that your members will want to read Get lost in the physical and virtual mountains of junk mail and spam Follows a defined distribution schedule (just like your favorite magazines that arrive at your home) More often than not, sent out on an inconsistent (“random”) basis (much like the eBlasts you delete from your Inbox)

Effective eCommunications

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Personalize by name and deliver content based upon underlying preferences Use “lifestyle content” to entertain and engage Build brand with consistency and impact Table of contents lets your readers “choose” what is relevant Event listings with easy RSVP access Calls to action: “Book a Tee Time,” “Plan a Special Event,” Update Your Profile,” etc.

Effective eCommunications

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Rule #1

• Content must in some way be valuable to the member, and be

relevant to their lifestyle preferences.

Rule #2

• The content should be entertaining and fun, whenever possible.

Rule #3

• The content should be delivered in the format(s) and frequencies

they prefer.

The Tools are Changing, but the “Rules of Engagement” Have Not… Next Step - Creating Relevance

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Relevant Content and Preferred Touch Points

 Member Profile  Membership Type  Event Participation  Purchasing Behaviors

Creating Relevance

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Combined Relevance: Entertainment Value Creating Relevance

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Communicating Using Interest-Based Segmentation Creating Relevance

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Targeted Promotions & Incentives

Entire Membership Only Members with January Birthdays Receive Coupon

Creating Relevance

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Incorporate Personalization Creating Relevance

Prospect Version Member Version

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Setting Your Expectations for Success: Define Your Benchmarks

Direct Feedback Metrics / Web Analytics Brand Perception Conversions: RSVP’s, Tee Times

And Don’t Forget Program Evaluation

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Understanding Metrics Analysis Program Evaluation

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Don’t Forget About Lifetime Value (LTV) & Latent ROI Program Evaluation

• Member Retention
• Potential member

participation/spending increases over lifetime

• New members gained
• Cost to produce each

personalized, value-added member communication

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Membership Statistics

• Retention Rates
• Number of new

Memberships per year

• Number of

prospects

Conversions

• Website traffic
• Tee times
• RSVPs
• Downloads

Direct Revenue

• F&B Spending
• Guest Fees

Understand your Results so that You Can More Fully Understand Success Program Evaluation

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• How are your channels performing analytically (i.e Click-through

rates, open rates?)

• How many conversions are you seeing based upon new targeted

efforts?

• What is the website traffic rate on days that you’re communicating via

email?

• Are you growing your email list, Twitter/Facebook followers as a

result?

• Are you seeing an increase in member spending?

Questions to Consider When Measuring ROI… Program Evaluation

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Final Thoughts

• There are many challenges facing the private club industry that stem from a

changing member demographic and lifestyle, a sluggish economy, and a rapid increase in technological advancement.

• Clubs need to be aware of these challenges and know how to tackle them head-
• n. Understanding communication trends, membership needs, and knowing how

to stay relevant is the key to success.

• In order to stay relevant, clubs need to understand communications trends and

technology in order to provide more personalized communications and services.

• Conducting a club-wide communication audit is the best practice for determining

member preferences and what tools and mechanisms are required to help your club meet its goals and objectives.

• Knowing how to effectively measure success and adjust your strategic

communications plan will help you achieve long-term member satisfaction.

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Educational Enrichment

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Educational Enrichment

Practical Communication Budget Tips: Planning the Right Communications Strategy

In this Webinar you will learn:

• The importance of communications budgeting
• How to effectively budget for club communications
• Common budgeting mistakes and oversights
• How to determine if outsourcing can help you achieve

your goals on a budget

Wednesday, October 26th I 2:00 PM EDT Thursday, October 27th I 10:00 AM EDT

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Contact

For more information: Stephen Ready P: 617-566-7055 ext 212

sready@vctcorp.com WWW.VCTCORP.COM

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The Floor is Yours