Communication as a Strategy & Managing Membership Life Cycles
NJCMA Education Session
Tuesday, October 1, 2024
Communication as a Strategy
&
Managing the Member Life Cycle: The Keys to Retention
Join Skip Avery and Rick Coyne, long-time industry experts, speakers and writers in this ninety-minute program that can literally change the way you do business and how your club is perceived. The Program will cover two great topics, communication and retention and presented by our two speakers, with over 90 years of experience between them. Here is a brief synopsis of what you can expect.
Communications as a Strategy
The most important thing any business does is communicate. Importantly, communication occurs in almost everything we do. It's not just what we send out in the newsletter or place on the website. It's every contact, every activity and every interaction. Good or bad this reality can inadvertently be sending mixed messages to your members and community. Actions speak louder than words is more than a simple adage. It reflects a reality that shapes perception, brand, and attitudes and success.
This course explores the myriads of ways in which we communicate, intentionally and unintentionally and frames a simple strategy to ensure that your intended messaging matches the brand you hope to portray.
From strategizing a comprehensive communication process to accountable action planning facilitation, this simple concept is a powerful ally in creating member awareness and the consistent attractiveness of your brand.
Managing the Member Life Cycle – The Keys to Retention
As Jim Collins states in his book, "How the Mighty Fall", "Every institution is vulnerable to decline, no matter how great. We found that great companies often fall in five stages: 1) Hubris Born of Success, 2) Undisciplined Pursuit of More, 3) Denial of Risk and Peril, 4) Grasping for Salvation, and 5) Capitulation to Irrelevance or Death. " In economics the business life cycles most often taught begin with high growth to slow growth to maturity to decline. Where is the post Covid cycle for clubs and what is the attitude around being too might to fall?
Skip will explore the subject of retention utilizing communications, master planning, event planning and the member's ROE, return on enjoyment. Drawing on his nearly 33 years managing clubs and the past 11 in design and architecture around one simple concept, growth, retention and engagement.
Essex Fells Country Club
219 Devon Road
Essex Fells, NJ
Registration: 10:00 am
Program: 10:30 am
Lunch Following
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