Facility Management: Getting the Word Out in Today’s World
By Holly Chomyn
We would all agree that communication to club members as well as among staff is crucial. Research has shown that it takes between 10 and 30 “touches” of communication before people respond to an advertisement. Knowing this stat, at our club, we publicize our events multiple times in several different forms.
First, we publish an events calendar with all the events for the season. Every member of the club receives the calendar. Then, we personally create fliers and posters for each upcoming event. The fliers are posted on the event bulletin boards inside the pro shop and on the outside patio. Fliers are also displayed on tabletop easels on the patio tables. We make mini fliers, which are smaller 5.5- by 4.25-inch versions, as take-home reminders, as well as “Save the Date” fliers that advertise events specific to the month.
We purchased a printer designed to print 24- by 36-inch posters. We display our framed posters on easels next to the water stations and walkways. We also send out email blasts weekly. We personally call new members to invite them as well as members who have previously come out to events. Our pros spread the word in their lessons and clinics.
All this may seem like overkill, but we still have members who say, “I didn’t know anything about it.”
Recently, we started two new approaches to get the word out. One is to produce a promo video of an upcoming event starring our members. Once they get talking about being in the video, the word seems to get around quickly. People come out to watch the filming and are excited about the event. It seems to stir more personal interest and camaraderie among the members. It also seems that people will look at a video clip with more interest than reading about it.
Another new communication approach we are using is the private social media app called Clubster. Clubster is a social media network for private country clubs where all communications stay within the club and do not go out onto the Internet. Members can exchange information within small groups or they can reach out to other members within the network. Staff members are also using it to communicate with each other and across departments. It is a faster, easier way to communicate using mobile devices.
It seems we will always struggle making every member aware of our events, but by using calendars, emails, posters, fliers, videos, word of mouth and social media, we can say we have our bases covered.
Holly Chomyn is the Head Tennis Professional at the Bonita Bay Club in Bonita Springs, Fla. She is a USPTA Master Professional, USRSA Master Racquet Technician and a USTA High Performance Coach.
See all articles by Holly Chomyn
About the Author
Holly Chomyn is a Master Professional with the USPTA, the highest professional rating in the organization. She has coached USTA and ALTA teams, USTA Junior Zonal teams and been a USTA High Performance coach. She also has coached the men's and women's teams at the University of Delaware for 12 years.
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