ASSOCIATION FOR MEMBERSHIP AND MARKETING PROFESSIONALS AT PRIVATE CLUBS



  •  Testimonials
    • About Professional Certification

      Enhance Your Professional Value and Lead Your Club to Sustainability


      The challenging private club membership landscape has increased the demand for qualified membership and marketing professionals, resulting in more and more clubs turning to professional certification offered by PCMA’s acclaimed Membership Management Institute.

      PCMA offers its members a cutting edge professional certification program tailored exclusively to the practice of club membership and marketing management. Members may demonstrate their leadership, commitment, and professionalism by achieving CMP and MCMP status.

      "What an incredible experience! I think every membership professional will benefit from these classes, even if you're not working towards your CMP. Through the courses you will develop more career confidence and learn from your peer group. It was an inspiring opportunity to learn, and I use the tips and techniques daily. In fact, I just closed my last membership based on the AVK and Psychological Debt theories! It works!"
      Heather Myers, CMP
      Director of Membership & Activities, Champion Hills Club

      “The MMI has been invaluable to my professional development and has provided me with the skills necessary to lead my club to sustainability.”

      Kathy Sanders, CMP

      Membership Director, Palo Alto Hills Golf & Country Club, CA
       
       
      “Involvement in the MMI has provided me with proactive and solution-based ideas, concepts and programs resulting in greater achievements for my club. I look forward to attaining my MCMP this year!”
      Susan Greer, MCMP
      General Manager, Stockdale Country Club, CA
        
       
      “Rich in ideas, concepts, and team building, the MMI experience has strengthened my professional foundation, making me a driving force behind my club’s membership programming.”
      Anita Marini, MCMP
      Membership Relations Director, Lochmoor Club, MI
  •  Certification Process
    • Professional Certification At Your Fingertips 

       

      ACHIEVING THE CMP

      The Certified Membership/Marketing Professional (CMP) designation is achieved through an online program offered on demand for greater flexibility. In order for a PCMA member to attain the CMP, the following requirements must be achieved within a 24-month timeframe in any sequence:
      • Complete the two-day Annual Membership and Marketing Conference
      • Complete all courses within the CMP online program
      • Successfully pass the CMP exam with a score of 78% or higher
      **The exam is provided at the Annual Membership and Marketing Conference.
      *** If a PCMA member does not pass the exam, he or she will have one opportunity to retake the exam at the Conference the following year.


      ACHIEVING THE MCMP

      The Master Certified Marketing Professional (MCMP) and Master Certified Membership Professional (MCMP) are master level programs designed for CMPs with a desire to achieve sustained excellence in club strategic membership and marketing management. The MCMP represents the highest educational designation in the membership and marketing profession. In order to attain the MCMP, a CMP must complete the following requirements:
      • Maintain active CMP status
      • Complete at least two MMI electives (MMI electives are offered in a classroom setting at each Annual Membership and Marketing Conference)
      • Complete the two-day course, Strategic Membership and Marketing Management (offered in a classroom setting at each Annual Membership and Marketing Conference)
      • Complete Case Study Assignment (assigned after completing the Strategic Membership and Marketing Management course)

      MAINTAINING THE CMP AND MCMP

      In order to maintain CMP or MCMP active status, a PCMA member must complete the following minimum requirements:

      • Complete the two-day Annual Membership and Marketing Conference at least once every 24 months
      • Complete one MMI elective at least once every 24 months (MMI electives are offered in a classroom setting at each Conference)

      If CMP and MCMP active status is not maintained as outlined by the minimum requirements, you will be required to contact the PCMA national office for re-activation criteria, which will include further continuing education and examinations.
  •  CMP Online Courses
    • ONLINE / ON-DEMAND CMP PROGRAM Courses Descriptions 1-10

        
      Available for PCMA Members only. Join PCMA now!
       

      01. MEMBERSHIP AND MARKETING PRIMER 


      This course is designed to introduce and reinforce the principles, concepts, and responsibilities of the membership and marketing process and profession. (Duration: 3 hours)
      • Understanding influences affecting a club’s ability to sell memberships Organizational structures, tax status and restrictions on membership sales, committee structures, and board/ownership issues
      • Roles and responsibilities of the membership and marketing professional including grooming, attitude, relationship building exercises, and organizing the work schedule
      • Market analysis, internal analysis, trend analysis, impact analysis, evaluating data to determine specific area of need; developing your target market, creating the appropriate incentives for your program, communicating your program
      • Value selling
      • Developing effective reporting mechanisms, club communication programs, and a marketing budget
       
       

      Donna Coyne
      see bio here

       

           

      02. DESIGNING AN EFFECTIVE ORIENTATION PROGRAM


      This course is designed to help club professionals create or enhance a new member orientation program. With a focus on the fundamentals of a new member orientation program, this course walks through the steps of creating and implementing a successful program tailored to each club’s unique identity. (Duration: 2 hours)
      • Identifying club culture and how it relates to the membership and marketing professional
      • Identifying, understanding, and presenting the value of membership
      • Painting the picture of lifestyle
      • Making the connection and building relationships
      • New member profiling
      • Outlining and organizing the membership and orientation processes
      • Getting your team on board
      • Implementing the program and effective communication

       
       

      Hannah Petersen, CMP
      see bio here

       

      Three Carpenter, CCM
      see bio here


           

      03. MEMBERSHIP AND MARKETING SALES ENHANCEMENT 


      There are only three ways to sell more regardless of your industry, competition, experience and market — do more right, do less wrong, or do both. Throughout this online recruitment certification course, Tim will cover the following vital topics to ensure you consistently recruit more members and maintain high percentages of new membership growth, along with loyalty and retention. (Duration: 3 hours)
      • How your overall attitudes impact your selling ability and results
      • The five traits of super successful membership and marketing professionals
      • Exposing common sales myths that too many people selling today believe
      • Ten sales premises that when understood and embraced can galvanize your sales results
      • Three simple yet effective prospecting techniques that will keep the flow of new members to your club
      • Building psychological debt — a revolutionary approach to improving sales results
      • The five biggest mistakes salespeople make and how to prevent them
      • How to disarm sales resistance in advance effectively with professionalism
      • How to sell successfully and communicate your club benefits so that fees are not a deal breaker
      • An easy and professional way to turn new prospects into members quickly and with less stress
      • Three simple steps to get the new member involved quickly into your club activities
      • Question-based selling — the vital tools of all successful club professionals

       
       

      Tim Connor
      see bio here


           

      04. INTERNAL MARKETING: CREATING A CULTURE OF PRIDE


      This course is designed for club professionals wanting to understand better the importance of internal marketing, retention, and creating a club culture that will retain more members, increase future membership sales, and enhance revenue growth at the club. (Duration: 3 hours)
      • Introduction to "The Club Culture"
      • Identifying the psychographic profile of your members
      • Evaluating how profile and culture relates to club positioning
      • The essentials of positioning
      • Understanding the value of a member and establishing an internal marketing plan
      • Creating pride and value
      • Marketing to new and existing members and to club guests
      • Other internal markets
      • The benefits of creating programs and activities
      • The importance and process of establishing ambassadors

       
       

      Candice Clemenz, Ph.D.
      see bio here


           

      05.  TOURING AND PROSPECTING


      This course is designed for club professionals who want to understand better the importance of prospecting, techniques for prospecting new members, and how to enhance the selling and orientation process with good effective tours. (Duration: 2 hours)
      • What is prospecting; when does it start and when does it end
      • Identifying and qualifying the 4 types of prospects
      • Engaging with prospects in a relationship manner
      • The art of "not selling" to a prospective member
      • A prospect is a prospect until when
      • How a tour can make or break a membership sale
      • Key points to a good effective tour; prospective member and new member
      • Why the second tour is important
       
       

      Donna Coyne
      see bio here


           

      06. CLUB MARKET POSITIONING


      This course is designed to assist club professionals to know where their club is relative to their market’s willingness or ability to afford their specific categories of membership and fees. (Duration: 3 hours)
      • Extent of the market capable of affording membership
      • Number of potential golfers in the market area
      • Categories of membership and their compatibility with the market area
      • Pricing, equity, payment plans, and other opportunities
      • Creating non-member traffic-generating events
      • Communicating the plan, creating a sense of excitement and urgency with the members; review of graphic and collateral programs
      • Potential incentives to existing and referred members
      • Identification of potential target markets
      • Creating a perpetuating process for referrals

       
       


      Rick Coyne
      see bio here


           

      07. EFFECTIVE MEMBER COMMUNICATION AND RELATIONS


      This course focuses on maximizing your communication skills and teaches you how to prompt your co-workers and members to think in their most natural mode and to respond more quickly. Acquire the skills to communicate with intent and meaning, and accomplish more goals. (Duration: 2 hours)
      • How to triple your trust in one third the time – V.A.K.
      • Management techniques for advanced communications
      • Understanding how the brain works with motivation
      • Matching learning strengths with job responsibilities
      • Reduce turn-over of employees using the V.A.K. System
      • Adjust to each member’s learning and buying style
      • Increase memberships and retention!
      • Better follow up with prospects
      • Self-testing forms and reading the test scores
      • How to administer the V.A.K test in your club

       
       


      Paul Webb
      see bio here


           

      08. DRIVING RETENTION AND PARTICIPATION WITH TECHNOLOGY


      This course will discuss how club professionals can make use of technology to increase member communication, member engagement, and, ultimately, revenue, retention, and recruitment. The focus will not be on the technology itself, but rather on the actions, policies, and processes club professionals can put in place to manage the technology. (Duration: 2 hours)
      • Management objectives for technology
      • Measuring success: how do you know you are making progress?
      • Sustaining success: what policies and procedures will perpetuate good results?
      • Important differences between traditional back-office technology and the newer member-facing technology
      • Marketing budget considerations regarding technology
      • Marketing planning for: the year; for each event; for ongoing member awareness
      • Maximizing the value of email
      • Turning a dead website into a lively member communication channel
      • Converting raw traffic into marketing value for the club

       
       


      Dr. William Ivers
      see bio here


           

      09. EFFICIENT TIME MANAGEMENT


      Learn how 86,400 seconds per day are controlled by your most dominant thoughts and how to put them to the best use. This fast paced and informative course will take your time management skills to the next level. (Duration: 30 minutes)
      • List goals and set priorities
      • Make a daily to-do list
      • Start with "A’s" not "C’s"
      • Handle each piece of paper only once
      • What’s the best use of my time right now?
      • Do it now!

       


      Paul Webb
      see bio here


           

      10. CLUB EVENT MARKETING ENHANCED


      Events play an important role in a private club. Obviously they generate revenue, but more importantly, events add value to club membership and positively impact member retention. To maximize the benefits of club events, savvy marketing skills and knowledge are required. (Duration: 2 hours)
      • Event development based upon a member orientation
      • Components of a comprehensive event marketing plan
      • Using the marketing mix to formulate event marketing strategies
      • Generic marketing strategies applied to events
      • Positioning and branding events
      • Target marketing through themes
      • Forecasting demand for events
      • Segmentation of the market to determine viable targets
      • Interactive and internal marketing

       


      Candice Clemenz, Ph.D.
      see bio here


           
       
      All educational programs offered by the Association are proprietary to PCMA, LLC.
      All Rights Reserved - 2011.

  •  2017 Electives
    • 2016 Pre-Conference Elective Schedule

      Offered live at the 21st Annual Club Membership & Marketing Conference
      InterContinental Hotel on the Country Club Plaza - Kansas City, MO
      Small Group - Classroom Style Courses 

      MEMBERSHIPMARKETING METRICS AND REPORTING

      Saturday, September 17th - 9:00 A.M. to 5:00 P.M.

      This special elective will arm the participants with the ability to analyze and track important membership information that identifies positive or negative trends and insures realistic future planning. Through interactive exchange and use of case studies of private club scenarios, those attending will be provided insights into what specific types of data will assist in revealing your club's membership trends, but more importantly, help plan programs to impact those membership trends. Participants in this session will benefit from the following:

      • Gain a working knowledge of membership metric basics such as formulas for retention, attrition, lifetime value of a member, net dues, dues preserved, unique member visits, etc.
      • Be armed with the right kind of information to answer queries from the Board and/or management and provide potential alternatives, solutions, or fixes based upon black and white facts.
      • Hear best practices on why membership is a "team sport" and how they involve their Boards, committees, members and even other employees in achieving the club’s membership goals.
      • Be provided with successful membership marketing strategies – programming, communication, social media presence, etc., - impacting the numbers and tracking success/failure.
      • Learn how to do realistic membership goal-setting – making certain their goals are actionable, measurable and achievable.

      Participants will be asked in advance to provide any additional challenges, concerns, opportunities for discussion during this session to assure the time shared will be valuable and relevant to them and their clubs.


      $695


      Instructed by
      Kathy O'Neal
      Club Resort Hospitality Consulting

      MEMBERSHIP MARKETING THROUGH TECHNOLOGY

      Sunday, September 18th, 2016- 9:00 A.M. to 5:00 P.M.

      A one day course designed for individuals club membership and marketing professionals who want to develop a better understanding of how to effectively use technology for marketing to prospects and members. This course will focus on successful strategies for expanding, maintaining and engaging membership.

      • Applying POS analytics to improve member engagement and service.
      • Addressing the challenges of diverse membership demographics such as age through technology
      • Using technology for membership development and involvement leading to retention
      • Establishing a technical marketing plan to expand membership, maintain current membership and improve the fiscal health of club
      • Using technology in a manner that maintains the integrity and identity of the club
      • Analyzing your market and your membership through online tools
      • Discussing technical trends in the club industry for Membership Directors
      • Using technology to reach prospects
      • Increasing member adoption of technology while maintaining a personal touch
      • Balancing the private club culture in the new world of Social Media


      $695


      Instructed by
      Karen Kaplan

      Director of Account Management
       

      CONVERTING A MEMBER INTO A MARKETER

      Sunday, September 18th, 2016 - 9:00 A.M. to 5:00 P.M.

      Word-of mouth marketing is the best, and most proven, form of successful marketing. Yet few clubs focus direct attention to fully developing programs to drive this initiative. Your club is your members’ 3rd place. When they are not at home or at work, they are at the club. They are there every day like clockwork, but are you utilizing their voice to its full potential? Are you utilizing their voice at all? They are intimately present … but are they intimately engaged? If they were … what could their full potential be? In this class, you will learn how to unlock your key members’ full potential to become mega-marketers for your club. You will learn to see beyond the member. You will see their network, and learn skills and techniques to tap into that network and find a wealth of endless membership opportunities.

      Topics and takeaways will include:
               • Mining your membership to find the members who , “Care to Share”
               • Learning how member-to-member networking is the key to new membership
               • Binding your members to the short and long term vision of the club
               • Binding your staff to your existing and new members
               • Establishing a long-term, sustainable process for member retention




                 

       

      $695


      Instructed by
      Zach Hopkins

      President/CEO
      Syztmz, LLC
       

      STRATEGIC MEMBERSHIP & MARKETING MANAGEMENT

      Saturday & Sunday, September 17th and 18th, 2016 - 9:00 A.M. to 5:00 P.M.
      ***Active CMP status is required for enrollment in this course.


      This course is designed for club professionals wanting to understand better the importance of incorporating the fundamental principles of strategic marketing management, strategic planning, leadership, and follow-through. The emphasis is on creating a vision, getting buy-in from both the volunteer members and the management team. Commitment to persistent execution and measurable outcomes will also be covered. Understanding that knowledge and awareness of the club’s vision allows every committee and department to develop their own goals, along with the coordinated strategies to achieve these goals, is a key element in a club’s long-term success. (Duration: two days, 16 hours)
      • Creating and implementing a clearly articulated vision
      • Focusing on the club leadership as it’s defined in the mission statement
      • Defining key result areas of a strategic plan
      • Understanding how to develop and implement strategic goals
      • Providing measurable results as defined by a strategic plan
      • The course is specially designed to educate membership and marketing professionals on a strategic, rather than a day-to-day, level

      $895


      Instructed by
      Rick Coyne

      Founder

      Clubmark Corporation
      C.E.O of PCMA

      All educational programs offered by the Association are proprietary to PCMA, LLC.
      All Rights Reserved - 2016.

     

 

Professional Certification


PCMA offers professional accreditation through an online and on-demand program designed to elevate professional standards, enhance individual performance, and recognize membership and marketing professionals who demonstrate the knowledge essential to the practice of club membership and marketing management. [more]
     
 

22nd Annual Membership & Marketing Conference

  • Save the Date: September 25th & 26th, 2017
  • Nashville, TN
  • Conference Sessions and Brochure (available February 2017)
  • Conference Registration and Pricing (available February 2017)
     
 

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Professional Club Marketing Association | 74785 Highway 111, Suite 201, Indian Wells, CA 92210 | Tel. (760) 835-9884 | Fax (760) 406-5933 | E-mail: info@askpcma.org