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2019 Post Conference Electives

Planning for our 25th Annual Conference is in full swing, and we will will this page as soon as the details are ready for release. If you are interested in attending conference in 2020, the information on our conference pages will give you an idea as to the programming you might expect to see. 

Offered in conjunction with the 24th Annual Club Membership & Marketing Conference. Conference attendance is required for elective participation. Membership Management Institute (MMI) electives are single-day, small group, classroom style courses available to PCMA members.  The course options below are not combined together into a single day.  Each course is stand alone running from 9am to 5pm.

Individual Per Course Registration Price - $695

Wednesday, September 25, 2019 - 9:00 A.M. to 5:00 P.M.
Instructed by Ed Heil, President, StoryTeller Media + Communications

Join former television news reporter, Ed Heil, for a three part workshop focused on leveraging your online communications to attract prospective members and converting visitors into qualified leads. Ed will begin by helping you identify the unique and newsworthy stories within your organization that will differentiate your club within the competitive landscape of the luxury market. Ed understands that storytelling doesn’t come naturally to everyone. You can expect to see successful examples and explore techniques for shifting your thinking from “straight to the point” marketing to brainstorming creative content that drives member engagement and attracts new members to your club. Ed will also walk you through the ways to leverage these stories to across various communication platforms to maximize your time and efficiency while boosting the engagement of your team members, club members and like-minded prospective members. Finally, Ed will cover best practices and introduce tools for capturing prospective new members and converting them in to new members. Course takeaways include and are not limited to:


  • Recognizing the stories of your club and leveraging them across your communication outlets.
  • Building a content marketing strategy that drives membership growth.
  • Enhancing your current communications, for example: newsletter stories vs announcements.
  • Creating the time and space in your week to accomplish storytelling.
  • Implementing lead generation and pipeline management best practices that streamline your engagement process.


Wednesday, September 25, 2019 - 9:00 A.M. to 5:00 P.M.
Instructed by Kathy O'Neal, Club/Resort/Hospitality Consultant

Have you ever wished you could “clone” yourself and develop a team dedicated to assisting with membership prospecting, membership enrollment and membership engagement? This session will help you build your membership committee into exactly that – your “membership team”. Most clubs have a membership committee that serves as part of the approval process; but how many are truly effective and productive in all other critical roles such as prospecting, closing, orientating and engaging? Join your peers from clubs across the country in this one-day, interactive session that will include education, exercises and idea sharing around the following course objectives:


  • Committee Foundation – confirming a mission statement, tools for identifying qualified committee representatives, outlining committee responsibilities and expectations
  • Committee Support – training and guidelines for setting committee representatives up for success and productivity
  • Committee Programming – engaging committee representatives in brainstorming, implementing and communicating programs and initiatives
  • Committee Motivation – recognizing, acknowledging and appreciating committee representatives
  • Committee Trouble-shooting – handing difficult situations and committee representatives, solutions to common committee challenges and gaining respect as a leader within the group

This session promises to provide PCMA members with the road map to finding and cultivating the best membership committee for their club!

Wednesday, September 25, 2019 - 9:00 A.M. to 5:00 P.M.
Instructed by Sue Tinnish, Ph.D.

Leadership is the ability to influence a group of people towards a goal. While leadership is revered and respected, leaders also need to be strong followers at times. This course examines the concept of leadership and followership to allow Club Membership Professionals to become more effective within their clubs. We will focus on skills and behaviors to be a great leader and follower. Importantly, the workshop will set you on a path to understand yourself as a leader and follower and consciously develop your abilities to be more effective and more successful in both roles. The course relies on discussion, concrete research, real-world application, and reflection to help you make the knowledge practical to your daily professional life. The objectives of this elective are to: Here are just a few things you’ll take away:


  • Identify your own biases and assumptions about what it means to lead and follow.
  • Describe the importance of self-awareness and feedback to avoid leadership derailment and to be an effective follower.
  • Identify styles of followership.
  • Apply strategies, tools and ideas to complex marketing challenges and opportunities through a case study.
  • Identify potential levers for change within a case study using both leadership and followership perspectives.