North Region CMI Workshop
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North Region CMI Workshop
Club 360
Northwood Club
Monday, September 9th 

In a recently published white paper, authors Rick Coyne and Bob Borsch asked the question, “What does a club do when new member acquisition stalls, the club offering loses relevance, cost base is too high, and capital formation capability deteriorates, all at the same time?” 


Not like the traditional doom and gloom narrative we have all seen so often, this paper offers real life business modeling and solutions. A 6 hour CMI workshop has been designed to provide an overview of the white paper and business modeling solutions to drive membership growth, enhance retention and increase usage and satisfaction.


Using this as a backdrop for the workshop, the speakers will tie these disciplines into a comprehensive process as follows:

Market Diagnostics and Discovery  Rick Coyne, CEO
Professional Club Marketing Association
At the core of building a successful model, the Club must thoroughly understand its marketplace and membership in order to build and maintain relevance, hence replenishment of lost members, enhanced retention and increased usage and satisfaction. Relevance is the key. Without it the market will be slim and short lived. Rick will offer real life diagnostics to pinpoint your market position and use all of your assets in the process.

Programming Your Assets  Rick Coyne, CEO
Professional Club Marketing Association

Are your fundamental success issues driven by an ongoing team process or relegated to an annual event?” Is member programming and strategy based upon objective market research, evaluation of member's needs and what fits best to the member and market demographics? Very few private clubs develop their strategy and programs to fit with member's and market needs for three very simple reasons.

1.  Lack of understanding of the marketplace demographics, density of wealth capable of affording your fees and/or a cultural understanding of what the market's needs are relative to joining a club.
2.  Lack of understanding or agreement relative to market changes that drive today's member and guest participation.
3.  Lack of staff resource and time to professionally develop and translate demographic and other data points into pin-pointable action plans.

What results is a misdirection of internal talent pool to properly program and position the Club in the path of the market it serves.  Gregg will provide real life solutions to the issue.

Communication Strategy  Bob Borsch
Researcher & Consultant
Change requires understanding and consensus, which must first come from Board and Management buy-in. Without a clear and distinct voice from leadership supporting the need for change and a clear consensus for the direction chosen, agreement from the remaining stakeholders and/or their continued support and participation will fall well short of goals. Without a directive, being the “same as always” becomes the fall back position.  Bob will bring a fresh perspective to analyzing not only this area of communications, but for the overall club communications strategy in general.

Stakeholder Accountability   Donna Coyne, Executive Director
Professional Club Marketing Association
Our point in creating the 360 model is to allow the realities of objective research guide your strategy and re-engineering. The final component of success is in the engagement of all stakeholders in the consistent adherence to the strategy in everything that the club does. Donna will walk through the spectrum of opportunities to engage all stakeholders as well as the specifics of creating and maintaining a successful membership department.

Workshop Agenda
8:00-8:45 am Breakfast
9:00-10:30 am Market Diagnostics & Discovery
10:30-10:45 am  Break
10:45-12:15 pm Programming Your Assets
12:15-1:00 pm Lunch
1:00-2:30 pm Communication Strategy
2:30-2:45 pm Break
2:45-4:15 pm Stakeholder Accountability
4:15 pm CMI Workshop Exam
Meeting Registration
Registration Fee:  $50 per person
Online Registration
Northwood Club
6524 Alpha Road
Dallas, Texas 75240
Texas Lone Star Chapter  I  1415 South Voss, Ste. 110 #397, Houston, TX 77057  I  214-871-9800  I
North Region CMI Workshop
Monday, September 09, 2013
Northwood Club