Oct. 4, 2024
390: Captivating Club Content w/ Shanna Bright - Private Clubs Online
Ever wondered how to create captivating content that keeps your private golf and country club members engaged? Join us as we speak with Shanna Bright from Private Clubs Online, who unveils her secrets on developing dynamic content pillars. Shanna shares her wealth of experience in crafting a balanced mix of educational, entertaining, and storytelling content that genuinely resonates with both current and prospective members. Discover how capturing magical moments, celebrating unique holidays, and leveraging social media can transform your club's communication strategy.
Shanna and I discuss the intricacies of community engagement and strategic communication essential for successful event planning. From obtaining permits and coordinating with local authorities to fostering strong neighborly relations through inclusive events, this episode dives deep into the nuts and bolts of effective event management. We also touch upon the importance of varied content, offering stellar examples like event promotion, member stories, and renovation updates to keep your club's social media lively and engaging.
In an era where personalized communication is king, we explore strategies for a significant membership push—aiming to boost membership at the City Club by 300 in a year! Shanna emphasizes the importance of tailored communication efforts, such as personalized phone calls and emails, to keep members active and invested. Get ready to hear amazing personal anecdotes that highlight the evolution of member relations and the cultural context of engaging with your community. Plus, we offer practical tips for planning your club’s communication for the next year, including a strategic content package complete with holidays and hashtag events like "International Talk Like a Pirate Day." This episode is packed with actionable insights to elevate your club’s member interactions and overall experience.
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Chapters
00:00 - Content Pillars for Private Clubs
07:55 - Club Communication and Engagement Strategies
20:23 - Member Communication and Engagement Strategies
23:27 - Club Communication and Event Planning
Transcript
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Hey everybody, welcome to the Private Club Radio Show, where we review the scoop on all things private golf and country clubs from mastering leadership and management, food and beverage excellence, member engagement secrets, board governance and everything in between, all while keeping it fun and light.
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Whether you're a club veteran just getting your feet wet or somewhere in the middle, you are in the right place.
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I'm your host, denny Corby.
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Welcome to the show.
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This is a good episode.
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I chat with a friend of mine, a friend of the industries, shanna Bright from Private Clubs Online.
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If you don't know Shanna, she got her start as the member relations director at the City Club of LA and it was all just uphill from there.
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So she comes to the industry with so much knowledge, so much wisdom.
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She helps clubs all the time, does so much for clubs and I'm excited to bring her on.
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She does a lot with the CMAA, the ACCP, the PCMA.
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She's very popular in the industry.
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In this episode we're talking a lot about content.
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We go over content pillars.
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What are content pillars?
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How to come up with more content for us on our clubs, whether it be social media or internal communications, emails, all of that jazz.
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But it's a good episode.
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Let's get to it.
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Private Club Radio listeners.
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Let's welcome to the show Shanna Bright.
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I try to mix it up with.
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You know what are my content pillars?
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I want to be educational and informative.
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A little bit of entertaining, a little bit of you know storytelling from you know club industry experience or whatever you know personal.
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I mean, I'm a person, I'm a consultant, I'm a business, but it's I'm, you know, I'm a one woman show, so it's a little bit different.
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You know, in the content that I share out there, like I need to be, you know it's, it's I want to be engaging.
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I get nervous about posting stuff that's too promotional because I always tell clubs don't get so promotional like you have.
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You need to tell members what you're doing.
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But man, oh man.
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I mean, if I was a director of communication at a club, the stories I could tell you know, like the fun things that I could share online about all of the magic moments that happen at a club in a day.
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You know just all of the all and every single department.
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There's something a smile was created, a memory was made, a memory was co-created.
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You department, there's something A smile was created, a memory was made, a memory was co-created.
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There's laughter, there's sunshine, there's rainbows and unicorns.
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And there's a new holiday every day and if they get your content guide, they can easily have all of those.
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But no, it's one of those.
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Nowadays there is so much information out there and there's so many things to have content and ideas and things to post.
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Right.
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Well, I noticed that, like over the weekend and and I'm not even sure if it's one of the holidays that I included in my content.
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Strategic content plan template was National Dancing Day.
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Plan template was national dancing day and a lot of celebrities got in on that, like Jennifer Garner was like this is my favorite day of the year and she was sharing, you know, dancing videos or whatever, and I always, always have my member relations director hat on where I'm like, oh man, you know, if I knew that that was happening and I were at a club, I mean I'm not going to go on camera and go, whoo, national Dancing Day.
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I hope everybody's having a great time.
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Maybe I should, but if I were a director of communication at a club, I would be all over that.
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I would get, like, you know, get the kids, get the families, you know, for a couple of weeks leading up to that to show the personality and the fun at the club.
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And while you're sharing that story online or in an email or even just a private video, it doesn't have to be public, but when you do share it with the public, like on Instagram, then you're doing your marketing, your membership and marketing director huge favors because potential members maybe they've come to an event with a member, maybe they've, you know, driven by the club on their way to work every day, or they just moved into the neighborhood and they're trying to find their, their center.
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You know where they want to to kind of socialize and where they want to, you know, kind of get acclimated to the, to the neighborhood and to the community.
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You know that's something where they go man, those look like fun people.
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You know that it's just all those things that you can be sharing with your members, especially online, especially like on a public Instagram account.
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It's for the for the world to see, but it's more so for your community to.
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You know, for your, for your potential members to see, as much as it is as it is to share information for your current members, so good word there.
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I like that.
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I know, right, I you probably saw like the the well, I loved your episode three 72 with Joe and who do you serve, right?
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Who do you serve?
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I just thought that message was so important and I've always said that employee retention equals member retention, because our members want to see a solid team.
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They know when there's a revolving door and that does not leave a good feeling with our members when they see a revolving door in any department, especially with servers.
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That is not.
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They want their favorite server to come to their table.
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They want familiar faces at the reception desk.
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They want familiar faces in the pro shop.
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They want to develop those relationships.
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So that I'm so happy that you, that you got some of those sentiments out of him.
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It was such a good episode and just such a good message.
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But then I also included um, I'm not gonna, I'm not gonna call the club out, but there was a membership director who had posted on LinkedIn that she and her team had gone into the community and done some community service and fed the homeless and that kind of thing.
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And so me being me, I'm like, wow, that's wonderful.
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And so I look at the club's social media and online information and they didn't include that in their postings and I thought, wow, that's kind of a missed opportunity because certainly in this day and age, our younger generations if you're looking to welcome younger generations and kind of change the demographics of your club they want to know that the club is involved in community service, even if it's on a small group, staff only level, like you know, a club that's involved in the community, a club that is providing community service or in tune with their community, not just that private weirdo club over there on the hill that nobody knows what happens over there.
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You know people want to know, like this is part of our neighborhood.
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We want to, you know, we want to be a part of this, this social circle, even if it's outside of the club gates.
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I don't know which one's going to come out first, but it's with Colin Burns and just the work that he's done with his club and you know, through using the community and just how important community can be, not for like, not just for now, but like you don't know what's going to happen in the future and how important like those relationships are, and that that you're going to need them.
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And it was just like making it so at that was all discombobulated but it's basically saying like, get those connections ready now, because you never know when you're going to need them.
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Um, so it was.
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When you know, one of the things we touched on was like a big tournament that that he did and it was.
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There was, you don't realize, the extra security and police and because it's a small town and all these little nuanced things, that's like, oh, my, oh, we're have to get permits.
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It's like, oh, we'll just call bill.
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Where it's like, oh, who do we have to call for?
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Perfect, you already have those relationships, you already help out with the community.
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You already give to whatever.
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You have people.
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You know you, you're a part of the, you know food stuff.
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I don't know, you're in it, you're doing things.
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And that's so cool.
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Well, it's like there was a club Again, I'm not ever going to call out clubs, I can't even remember which one it was that had like a big, huge 4th of July fireworks.
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I mean, a lot of the clubs have 4th of July fireworks but their social media was smart enough to inform community members the hours they were like the fireworks are going to be at this time.
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It wasn't clear to me if the community was invited to the fireworks show, which would have been even better, because, you know, let the community in a little bit, even if you're not a community club.
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You know you're not a private community.
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The club is private but the community is not.
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Let your neighbors kind of come in and sit and watch the fireworks.
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You know, let them be a part of it, let them feel a part of the club for a night, because then when you're having your other big shindig and you're making a lot of noise, they might not be so inclined to complain.
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You know, it's just that like neighborly relations.
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You know, let them in on 4th of July and then you get the rest of the year for free, right?
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Or there was one club.
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I had an idea exchange for holiday events, for upcoming holiday events.
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And one club said, oh yeah, well, we're a really town and we're kind of.
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You know, we're pretty much closed for the winter, but nonetheless we have this thing that happens in the community.
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That's a caroling thing and people go around the town or whatever, and then the members will end up back at the club.
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And I said, do the community members get to come too?
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And it was a well, no, I don't think they typically don't, it's typically just for members.
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It's like well, open those doors, you know, let them inside some, serve them some apple cider.
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You know, hot apple cider coffee something set up, like you know you don't have to let them in the doors.
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Exactly, that could be in the portache or I couldn't think of the word I was trying to make a call back.
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It could be in the portiché.
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I couldn't think of the word.
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I was trying to make a call back from the last time.
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I said that on purpose, I said that word on purpose I couldn't even Google it quick enough because I didn't even know how to even phrase it.
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It's like the word foyer, where in my sorority at UC Santa Barbara, delta Gamma, we had our foyer, and so we have.
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Of course that was a different time than cell phones, so we would have, we had, you know, a phone system and an intercom system, and so it would always be like you know, becky, your guest is in the foyer.
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Foyer.
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None of us love the word foyer, and so we would just always like purposely mispronounce it and make up new words for foyer.
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So I think it's the same as foyer.
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It's one of those words like the more you say it, the harder it is to say it.
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Right.
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Your guest is.
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It's a foyer.
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It's weird, your guest is waiting in the foyer?
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What?
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are these content pillars?
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So content pillars are a way to kind of structure the content that you're going to share.
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So let's say you are a a food blogger, you might have content pillars of American food, mexican food, italian food or something, and you decide that those are going to be the main content that you're going to share within those pillars.
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So within American food, you might have barbecue, you know, comfort food, crockpot cooking, blah, blah, blah.
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Within Mexican food, you might have tacos.
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So it's a way to structure your content so that you're mixing it up.
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So for a club, you might have one content pillar, that is event promotion.
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So you know you're always going to need to promote your events.
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That's just a given.
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But we need to kind of sprinkle that with maybe your golf, your tennis, your member stories, your benefits and amenities, news and information, you know updates or things that maybe members need to know.
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And then you would add things like renovation communication.
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If you need to, you know if you're doing a renovation on your club or that kind of.
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Thing.
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So it's just a way to kind of structure the content so that, as you're planning and using your content plan and using your strategic communication plan, you know that you're kind of pulling from every pillar.
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Let's say that 10 times you're choosing content.
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There we go, you're choosing content from each of your pillars so that every week, every month, it's a variety of topics, it's not just always event promotion.
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So that's just one way to kind of you know, and then you would pair that with all of the different media styles that you want to share.
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Like, we know we're going to share graphics or flyers.
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We want to have, um, you know, uh, uh, action, um, like a social media post that is animated.
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So it's not really a movie or a video, but it's animated.
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Um versus a still frame, whatever video non we want video non-static yeah, a non-static image and then you know you'd want video or testimonials or whatever.
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So whatever kind of media formats you'd want to kind of mix that up too.
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So that's a good way to kind of look at your content in general, as you're plotting and planning ahead on the calendar to say, okay, next week we're going to share this, this and this from these content pullers.
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We're going to do a video here a static image, there a non-static image there.
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What are some of the successful clubs doing and doing well?
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So, from the clubs that you're working with, you know what are some of the types like what, what are the successful things being done?
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What are the ones that are getting traction?
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That's, you know, clicking with members.
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What's what's the good stuff?
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happening.
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I highlighted a club which has a fantastic communication director and again, I don't I don't like to name, I don't want to name anybody, not that I, you know, I'm sure they would love the recognition, but just to kind of keep it fair, cause there's a couple of clubs that do this kind of a thing, one they have a good team, so their team operates as a team, their executive team is all in sync, their executive team is all in sync and their executive team is on board, especially a little bit.
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I mean, we all know Ben Lorenzen, right, so we all know Ben, we all know that their team is kind of up for anything.
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You'll see videos or whatever.
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So teams that are in sync with each other, that are jiving, that understand the importance of member communication and that everyone has a message for members and that communication is a team sport.
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Those clubs and there are definitely a good handful or two of examples who are producing really fun videos where the team is getting involved, they're announcing their newsletter, they're doing like the you know the month in a minute kind of stuff.
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They're doing fun little um, just you know 30 second videos that the, the team is, is having a good time while in service to the members, in in terms of communication, and so those clubs are the clubs that I think you can tell that that club is special, that the members are awesome because the members are clearly appreciating those team members.
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The team members are having fun at their job, they love their job, they love serving the members and it also speaks a lot to the general manager and the leadership in the club that the general managers greenlit it and said yeah, let's do that.
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That sounds fun.
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I'm on board, let's do it.
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If the general manager doesn't give the green light to that kind of stuff, you can tell some of the clubs and some of their communication that they're going.
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Oh yeah, come to the party.
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It's going to be really fun.
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It's just like are you okay?
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Come after 10, because then dad's gone to bed and we can have some fun.
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Right, I mean, you know the video shouldn't be painful, they should be fun.
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They, you know they can, they can be fun, but it's really, you know, the ones that are able to be expressive, some of the ones that have members involved.
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You know, there's a video that I share from one club, a member inviting his fellow members to the guest bartender night, and he's hilarious.
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He just has a really good sense of humor.
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So when you get your members in front of the camera, you know.
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So, clubs that have leaned into video first of all, whether it's an event recap or or, you know, just announcements or or whatever, but then the ones that are having fun with their videos and doing fun things with their video, those are the clubs where it's like, man, if I live there, that's the club I'd want to be a part of.
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It shows the environment and just kind of the freedom that the you know team has, as well as the level of member appreciation and and spunk, if you will, you know.
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So.
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It's so funny.
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You mentioned the month and a minute.
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I was just chatting with over from Beacon Hill Club, jenna Jarden, and she just was saying how they I think they just did their second, third or fourth one.
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It's such a big hit.
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She's like it turned into like the members love these and like yeah, yeah, talking about the staff on board because, like you know, the staff will be a part, so it's just been like a really great post.
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so this is so funny that you brought, you know, brought up of all things that uh yeah, literally just talking to somebody who brought it up, or like a hundred years ago when I worked at the city Club Los Angeles and I was the member relations director there.
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This was, you know, pre-social media, like dinosaur era of what we had Smoke signals were being sent.
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We were sending smoke signals to our members, carrier pigeons.
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It was a bit more challenging and you know you always say when you're challenged, you're innovative, you're creative.
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Limitations allow more creativity.
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And so you know you always say when you're challenged, you're innovative, you're creative.
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Limitations allow more creativity.
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And so you know we were in this.
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My term at the City Club was defined by the fact that we were in this huge membership push and I mean like 400 or 300 members.
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We were at 1100 and we were trying to get to 1400 members.
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In one year.
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This is in one year.
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I mean the huge push.
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But the key is is when you're in a membership, push that large.
00:19:38.799 --> 00:19:43.501
You need to retain everybody that's walking through the door, right, you can't keep losing members.
00:19:43.501 --> 00:19:49.282
So we had to worry about retention, which is what member relations and member communication is all about.
00:19:49.282 --> 00:19:50.906
Right, participation is high.
00:19:50.906 --> 00:19:51.829
People love their club.
00:19:51.829 --> 00:19:55.284
They're going to keep coming to the club and they're going to stay and spend and sponsor.
00:19:55.284 --> 00:20:04.067
So we didn't have the tools to connect with our members in the way that we do now.
00:20:04.067 --> 00:20:12.083
I mean we would call members up and you know like hey, ms Smith, I don't see your list on the um, your name on the list for the wine dinner.
00:20:12.083 --> 00:20:13.646
I know you love the wine dinners.
00:20:13.646 --> 00:20:15.431
Oh yeah, that's right, sign me up.
00:20:15.431 --> 00:20:21.782
I mean that's like the kind of effort that we had to put into getting some of our members to the history repeats itself.
00:20:22.444 --> 00:20:34.069
People are going back to that now because people like that stuff too, because everyone you know well and I think this can probably go back to the point of communications, which is having good communications I was going to say.
00:20:34.069 --> 00:20:37.007
Oftentimes people go oh, I didn't open up.
00:20:37.007 --> 00:20:40.104
You know they don't open up the emails, like, well, are you sending good emails?
00:20:40.104 --> 00:20:41.627
Are you know, is it?
00:20:41.627 --> 00:20:43.071
You have to go to the root of the option.
00:20:43.071 --> 00:20:46.204
But there there's a lot of just not to.
00:20:46.204 --> 00:20:51.173
You know, I'm just playing devil's advocate a little bit, but there is a success of calling up members going hey, we got that.
00:20:51.233 --> 00:20:52.035
Did you see the thing coming?
00:20:52.035 --> 00:20:53.624
I didn't see your name on this.
00:20:53.624 --> 00:20:54.548
You would love this.
00:20:54.848 --> 00:20:58.665
Right, right, I mean spending 20 minutes a day doing that.
00:20:58.665 --> 00:20:59.086
How much?
00:20:59.086 --> 00:21:02.373
You know what is the ROI on 20 minutes of phone calls?
00:21:02.373 --> 00:21:09.394
Huge, especially if your demographics are, you know, skewing a little bit older boomer generation.
00:21:09.394 --> 00:21:14.784
You know, skewing a little bit older boomer generation.
00:21:14.844 --> 00:21:17.628
But what I developed while I was at the club was a Monday morning email.
00:21:17.628 --> 00:21:25.910
That was a and to be clear, this was not when we had massive CRMs and the ability to easily email our members.
00:21:25.910 --> 00:21:27.492
It wasn't that long ago.
00:21:27.492 --> 00:21:34.030
I mean I joke and always say it was 100 years ago, 150 years ago, because it feels like it sometimes, but it's not that long ago.
00:21:34.030 --> 00:21:39.224
Technology has obviously rapidly improved over the past.
00:21:39.424 --> 00:21:49.382
You know 10, 20 years, but I would write out, you know, hey, here's a couple of things I think you'd really be interested in this week, whatever the events were that week.
00:21:49.382 --> 00:21:53.714
And then, after my signature, I would put down what I did.
00:21:53.714 --> 00:22:01.093
And because I had worked previously at the American Film Institute and I lived in Los Angeles, I was seeing movies all the time.
00:22:01.093 --> 00:22:02.701
I mean, I went to movies all the time.
00:22:02.701 --> 00:22:08.127
I was in the habit of going to at least two movies in a weekend when movies were good.
00:22:08.127 --> 00:22:20.133
You know it wasn't all superheroes, um, so I would you know write down like what movie I had seen and my little you know movie review and stuff.
00:22:20.133 --> 00:22:34.459
And if I didn't get a chance to send that Monday email out by like 11, I literally I kid you, not swear on whatever members would call.
00:22:34.459 --> 00:22:35.200
Where's your email?
00:22:35.200 --> 00:22:37.701
What did you do this weekend?
00:22:37.701 --> 00:22:39.041
What movie did you see?
00:22:39.282 --> 00:22:42.364
I'm looking forward to seeing your open race must have been killer.
00:22:43.567 --> 00:22:46.174
Well, I write and we didn't even track that kind of stuff.
00:22:46.174 --> 00:22:53.218
It was just I knew it was working because one more people came to the events that week.
00:22:53.218 --> 00:22:59.576
But then also I had members call and say you know, what did you do this weekend?
00:22:59.576 --> 00:23:00.598
What movie did you see?
00:23:00.598 --> 00:23:02.390
I was thinking about seeing what you mean.
00:23:02.390 --> 00:23:02.790
Who's it?
00:23:02.790 --> 00:23:03.132
Was it?
00:23:03.132 --> 00:23:04.236
Good, did you see it?
00:23:04.236 --> 00:23:06.932
I always love your reviews.
00:23:06.932 --> 00:23:11.125
Good, did you see it?
00:23:11.125 --> 00:23:11.727
I always love your reviews.
00:23:11.747 --> 00:23:18.448
It's that personal touch and that willingness to kind of as a team member, as an executive team member, to put yourself out there a little bit, and I think that's what we see.
00:23:18.448 --> 00:23:36.845
To tie it back to these videos that some of the clubs are doing that are fun and just a little bit, you know, um, tongue in cheek and and whatever it's there, they're having a good time, they're just being personal and, you know, uh, being vulnerable.
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