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Doing More Of What Works

Posted By PCMA Admin, Monday, June 29, 2020

Confirmation Emails – It’s highly likely a quick analysis of your email open rates will find reservation confirmation emails from the club are trending near the top, if not at the top, when it comes to capturing the attention of your members.  Member access to the club is more limited than ever so they are anxiously awaiting proof that their access to the pool, golf course or any other amenity has been acknowledged by the club.  Many clubs have already been leveraging confirmation emails as they have always offered prime real estate from cross-marketing other opportunities for members to engage with the club. However, now they may be an ideal vehicle for communicating member behavior expectations, changes in operations or health and safety guidelines in advance of their arrival to the club.  

Nurturing Member & Staff Connections – It’s been so inspiring to see all of the creativity clubs have unveiled as they have worked to keep in contact with their members since the onset of the pandemic.  One universal winner has been identifying opportunities for members to connect with the staff.  Some of our favorite from PCMA member clubs follow:

  • Create a contest for correctly matching staff baby pictures.
  • Have the team decorate to-go food packaging.
  • Record video "thank you" features from team members who remain employed thanks to continued dues and other member funded financial programs.
  • Create a communication campaign highlighting staff “front porch pictures” or pictures of a team member doing their favorite hobby accompanied by tidbits of interesting information such as special talents, favorite places to travel, etc.
  • In addition to relying on your culinary team, create opportunities for your team members to shine by showcasing them on the BBQ, baking with their kids or making homemade pasta.
  • Create opportunities for your staff to surprise your members and show how much they like having a good time.  Check out Slime the Staff at Champions Run.

Engaging Prospective Members Online – Colleges, Universities and Professional Associations have been in the business of engaging prospective students and prospective members for a long time.  Instead of reinventing the wheel, reach out to your local experts from these types of organizations and talk with them about their process, challenges and successes. Watch virtual campus tours and browse association webpages for inspiration. 

Tags:  Communications  Membership Recruitment  Membership Relations 

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