Strategic Private Club Communications: Beyond the Club Newsletter

Episode Description In this episode, we chat with Jackie Singleton and Kristen LaCount from The Country Club about their approach to club communications. From the evolution of their communications department to managing capital project messaging, they share practical insights on building member trust through transparent, consistent communication across multiple channels. Learn how they've developed a culture where communication is prioritized at every level and how they effectively manage messaging for major club initiatives.

Key Moments:

• Setting the Stage [00:00:25]: Ed introduces Jackie and Kristen, discussing how The Country Club stands out with a dedicated communications team.
• Communications Evolution [00:01:17]: Jackie explains how club communications has grown from a unique position to an industry-standard role with its own CMAA summit.
• Early Communications Efforts [00:05:06]: Discussion of how the communications role originated around 2006-2007, initially to handle website needs and online reservations for curling events.
• Communications Channels [00:08:58]: Jackie outlines their primary communication methods including website, email, push notifications, and strategic use of printed materials.
• Member Segmentation [00:10:23]: Insights into their email segmentation strategy implemented in 2013-2014, allowing members to opt in/out of various interest-based communications.
• Capital Project Communication [00:12:31]: Kristen describes their approach to major project communications, emphasizing committee representation and strategic messaging.
• Campus Conversations [00:16:41]: Jackie shares how they created a dedicated website section for capital planning information to combat rumors and provide easy access to facts.
• Video Production Approach [00:37:39]: Discussion of their video strategy focusing on authenticity over polish, producing 200-250 videos annually using simple equipment.
• Squirrel Squad [00:34:34]: How they use different social media approaches for members versus employees, including their famous "Squirrel Squad" initiative for staff recruitment and culture building.
• Tactical Advice [00:55:09]: Jackie provides practical starting points for clubs looking to enhance communications, including coordinating departmental emails and establishing a consistent club voice.
• Philosophical Approach [00:52:01]: Kristen offers strategic guidance on building support for communications initiatives by benchmarking against other successful clubs and finding internal champions.
• Budget Reality [00:49:38]: Jackie notes that their communications budget is approximately 2% of overall club spending, primarily on labor rather than technology or external services.