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

Effective Membership Communications Prepared for the 2011 President’s Council Fall Conference By: Stephen Ready President & CEO, VCT Communications R E L AT I O N S H I P M A R K E T I N G R E D E F I N E D

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 on 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.” R E L AT I O N S H I P M A R K E T I N G R E D E F I N E D

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  objectives  The importance of relevancy in overcoming today’s communication challenges  How to evaluate your program, measure success and readjust for continuous member satisfaction R E L AT I O N S H I P M A R K E T I N G R E D E F I N E D

Communications Introduction Communications ARE the Lifeblood of Your Club… Have you checked your pulse lately? R E L AT I O N S H I P M A R K E T I N G R E D E F I N E D

Today’s Communication Challenges R E L AT I O N S H I P M A R K E T I N G R E D E F I N E D

Today’s Communication Challenges • Member Time Constraints • Financial Constraints – Member and Club • Club Resource Constraints R E L AT I O N S H I P M A R K E T I N G R E D E F I N E D

Today’s Communication Challenges • 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 *Source: Morrison Group and American Express Publishing R E L AT I O N S H I P M A R K E T I N G R E D E F I N E D

Today’s Communication Challenges • 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 R E L AT I O N S H I P M A R K E T I N G R E D E F I N E D

Communication Trends There’s Really No Demographic That Isn’t Mobile These Days… Matures Boomers Gen. X & Y More demands have Expect technology as Growing interest in lead to increased need a part of everyday life Technology to stay connected Are used to getting Increased expectations information at their for easy and convenient Learning technology fingertips technology from their children R E L AT I O N S H I P M A R K E T I N G R E D E F I N E D

Communication Trends Connectivity in a Mobile World • Messaging • Photos • Video • Games • Sharing • Music R E L AT I O N S H I P M A R K E T I N G R E D E F I N E D

Communication Trends The Rise of the Mobile Web What about your website & Internet browsers have Devices are becoming more eNewsletter? user-friendly become more user- friendly Are they structurally compatible with today’s mobile - devices? R E L AT I O N S H I P M A R K E T I N G R E D E F I N E D

Communication Trends “APP”licable? Does Your Club Plan to Utilize Does Your Club Currently Mobile Apps Within the Next Year? Utilize Mobile Apps? *Source: VCT’s 2011 Club Communications Survey R E L AT I O N S H I P M A R K E T I N G R E D E F I N E D

Communication Trends Quick Read (QR) Code Technology: Driving Interest in Your Covenience Centers  Online Statements  Online event registration  Mobile applications  Virtual golf instruction R E L AT I O N S H I P M A R K E T I N G R E D E F I N E D

Communication Trends Does Your Club Currently Utilize Social Media? *Source: VCT’s 2011 Club Communications Survey R E L AT I O N S H I P M A R K E T I N G R E D E F I N E D

Communication Trends Does Your Club Plan to Incorporate Social Media Into its Strategy Within the Next Year? *Source: VCT’s 2011 Club Communications Survey R E L AT I O N S H I P M A R K E T I N G R E D E F I N E D

Communication Trends What Social Media Sites Does Your Club Currently Utilize or Plan to Utilize? Other *Source: VCT’s 2011 Club Communications Survey R E L AT I O N S H I P M A R K E T I N G R E D E F I N E D

Communication Trends Making Communications Viral… New Media Peer-to-Peer Participation • Image Slideshows • Forward to a Friend • Social Media Sharing • Videos •Facebook “Like” Feature • Comment Fields R E L AT I O N S H I P M A R K E T I N G R E D E F I N E D

Communication Trends Multi-Channel Communication Strategy eMagazine Content R E L AT I O N S H I P M A R K E T I N G R E D E F I N E D

Effective Communications - Step 1 What’s the Answer? R E L AT I O N S H I P M A R K E T I N G R E D E F I N E D

Effective Communications Overview STEP ONE: Communications Assessment R E L AT I O N S H I P M A R K E T I N G R E D E F I N E D

Effective Communications Overview The Benefits of a Strategic Communications Plan are Two-Fold Member Benefits Club Benefits Ease / Convenience Increased Value Perception Awareness Brand Development / Consistency Relevancy Increased Member Satisfaction Entertainment More Effective Usage of Resources Lifestyle Enriching R E L AT I O N S H I P M A R K E T I N G R E D E F I N E D

Effective Communications Overview 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. R E L AT I O N S H I P M A R K E T I N G R E D E F I N E D

Strategic Communications Planning Developing Your Strategic Communications Game Plan… R E L AT I O N S H I P M A R K E T I N G R E D E F I N E D

Strategic Communications Planning An Unfortunate Scenario…What it Costs When Members Tune Out? Golf Director Membership Director Food & Beverage Director R E L AT I O N S H I P M A R K E T I N G R E D E F I N E D

Strategic Communications Planning Important Considerations: • 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? R E L AT I O N S H I P M A R K E T I N G R E D E F I N E D

Strategic Communications Planning Strategic Planning Flowchart Conduct a Communications / Member Satisfaction Audit • Member surveys • Understand needs & preferences Conduct an Internal /Staff Communications Audit • Roles & responsibilities • Existing communications inventory Determine Goals & Objectives • Understand benchmark data • Understand the implications of effective communication for long and short-term goals Create a SWOT Analysis to Share with Your Board • Strengths, weaknesses, opportunities, threats? Develop a Plan and Timeline of Action • Identify required mechanisms & prepare an actionable timeline R E L AT I O N S H I P M A R K E T I N G R E D E F I N E D

Strategic Communications Planning Look at Each Communication Vehicle and Assess Your Needs MOBILE APPS WEBSITE EMAIL PRINT SOCIAL MEDIA • More timely • Eliminates the • Still an option? • Initiates • Brand identity “need factor”/ Communication networking in a “virtual clubhouse builds • Provide the • Houses valuable environment” relationships • Preference based choice? information • “Newsworthy” • Additional access • Unique / tactile • Transactional • Make content/timely point for delivering reading “transactions” (bill valuable content experience • Convenient pay, tee-time, • Creates contact staff/other • Access point to convenience • More costly to members, etc.) centers deliver relevant produce information in a less invasive • Drives actionable • Impact on atmosphere conversions environment • Generates metrics R E L AT I O N S H I P M A R K E T I N G R E D E F I N E D