As the Membership & Marketing Director of The Club at Olde Cypress, Melissa Hansen’s role centers on one key mission: Ensure a vibrant and thriving community by attracting new members and keeping the existing ones engaged and satisfied. Attracting and retaining members is an art that requires a blend of creativity, strategic thinking, and an understanding of the needs of both prospective and current members.

Attracting New Members: Our Gated Content Strategy

When it comes to attracting new members, we’ve embraced digital strategies that not only engage but also educate prospects on the value of joining our club. One strategy that has proven particularly effective is the use of gated content.

For example, we provide gated access to “Discover our Membership Benefits.” This piece of content dives into the lifestyle our members enjoy, from world-class golf facilities to personalized dining experiences and our tight-knit community spirit. Prospects who are truly interested in what our club has to offer will provide their e-mail to access this resource, giving us an opportunity to nurture that relationship. We follow up with a personalized email series that highlights upcoming events, member testimonials, and benefits of club membership with one goal in mind: to create FOMO.

Retaining Members: A Strong Onboarding Process

Attracting members is just the first step. The real challenge lies in retaining them. We’ve found that the key to long-term member retention is an exceptional onboarding experience, particularly during the critical first year. In my experience, a strong onboarding process sets the tone for a new member’s entire journey with the club.

One tool that has made this process seamless for both our team and new members is an automated onboarding email series. This series is designed to welcome members, provide them with crucial information about the club, and introduce them to the full array of benefits they now have access to. It’s not just about outlining club rules or sharing event calendars—it’s about nurturing a connection.

In the first 12 months, new members are learning the ins and outs of the club, and we aim to make them feel like part of the family from day one. Our automated email series is tailored to deliver relevant content at each stage of their first year, such as:
•  Invitations to exclusive welcome events
•  Information on club traditions and history
•  Personalized introductions to existing members
•  Guides on how to get the most out of the club’s amenities

This approach has dramatically improved our retention rates, as it eases new members into the culture and community, making them feel valued and connected early on. The more engaged they are in their first year, the more likely they are to develop a long-term affinity with the club.

The Future of Membership and Marketing

As the world continues to evolve, so do our strategies. Technology, automation, and personalized content are the future of private club membership marketing, and those who can blend these elements into their efforts will continue to see success. For me, the thrill of welcoming new members and watching them thrive within our community is what makes this job so rewarding.

We are not just selling a membership; we’re offering a lifestyle, a network, and a sense of belonging. And by nurturing relationships from the very first interaction to ongoing engagement, we can ensure that our club remains a place members are proud to call home for years to come.