What is strategy?
Private clubs and country clubs exist because of members. We develop member communication to keep members active in the club and so that we may retain our members. As private club professionals, we have an opportunity to maximize our member communication, to have our messaging work to achieve club goals. That’s when strategy is needed.
Strategy is purpose. It’s having a plan. It’s thinking ahead of today and tomorrow – it’s thinking about how you will communicate one month from now. Strategy is understanding which platforms help you best share your club’s messaging and which platforms best tell your story.
Strategy is being prepared for your event and knowing in advance which photos you will take and how you will share them online. Being strategic in your communication means you are always thinking ahead and designing your posts, tweets, photos, emails and newsletters with specific goals in mind and including specific calls to action.
Strategy is managing and measuring your communication to understand what is working and not working, what is engaging members and not, so that you may adjust your plan and tweak your messages to be more effective. Listen to the numbers and respond.
Strategic communication in private clubs is a team effort. Every department has a goal. Every department has news, stories, information and messaging for club members. Every department needs to think about how they will communicate those goals through engaging content in member communication.
Every club needs to develop a strategy for member communication. Share with us in the comments how you develop your plan and execute your strategy.