20 th A N N I V E R S A R Y

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1 Red = Pantone 187c Your #1 Resource for Club Membership & Marketing Education Increasing Membership Growth, Usage, Retention and Satisfaction Allied Associations: ACCP, APCD, CMAA, CSCM 20 th A N N I V E R S A R Y CLUB MEMBERSHIP AND MARKETING CONFERENCE September 21 & 22, 2015 NASHVILLE, TENNESSEE Club 360: Defining Relevant-C s C O M M U N I T Y C U L T U R E C R E A T I V I T Y Pre-Conference Education: September 19 & 20, 2015 Professional Coaching: September 20, 2015 Early Bird Pricing Through May 1, 2015 Group Pricing Available CMAA & CSCM Members Earn 10 Education Credits Premier Professional Club Resources: TM Professional Club Resources:

2 Club 360: Defining Relevant-C s C O M M U N I T Y C U L T U R E C R E A T I V I T Y We are excited to continue the journey within our Club 360 model at our 20th Anniversary Club Membership and Marketing Conference, and explore how we can redefine and enhance our relevance. We invite you to join over 300 private club professionals in a welcoming environment for impactful information, education and networking All wrapped in an atmosphere of camaraderie and FUN. Our promise: You will return to your club with refreshed confidence and a new mantra Please Call Me Awesome!

3 CONFERENCE SESSIONS Monday, September 21 st 8:00 a.m. to 5:00 p.m. 1 Introduction to Relevant-C s: Community, Culture, Creativity Achieving relevancy in the minds of your prospective and existing members is the goal of every private club. Within this session we will lay the framework for our first day of education, introducing three primary factors for influencing club relevance within your market area. Industry trend and data information will also be a core focus to provide insight and a fact-based foundation for the material discussed. Identifying the realities of today s evolving marketplace. Recognizing the influence of community, culture and creativity. Exploring the importance of trend history and research data for motivating change. Pin-pointing your club s market position to enhance market relevance. Building trust and accountability interdepartmentally. 2 Community Relevance: Programming and Amenities Accomplishing significance within your market area, and developing a strong sense of community within your club, are equally important priorities when it comes to establishing a relevant position in the minds of your members and potential members. It s important to define your approach for both of these segments to ensure you are positively influencing the perception of those receiving information about your club. Enhancing your relevance both internally and externally. Impacting member and potential member club awareness. Identifying effective opportunities for broadening your club s marketing share. Developing a communication strategy to broaden your brand. Researching potential member and member interests. 20th Anniversary Club Membership and Marketing Conference Group and individual registration is available at

4 3 Cultural Relevance: Interests and Value Cultural alignment is a powerful tool from which you can successfully establish a concrete connection between your club, members and potential members. Culture is commonly defined as the behaviors, beliefs and attitudes of a particular group of people, and understanding these characteristics is key to placing your amenities and programming in line with what existing and potential members will identify with. Studying membership interest profiles and their impact on creating relevant programming. Tracking club amenity usage and event registration patterns. Matching the club s cultural relevance to the community served. Creating interdepartmental ambassadors to ensure cultural relevance in events and programming. Making great first impression through brand enhancement. 4 Creative Relevance: Programming and Amenities Creatively thinking outside of the box continues to be one of the most important to-do items for successful private clubs. Investing time, energy and resources in progressive programming opportunities that are parallel to member interest information is a great way to propel your club into the spotlight. In addition, this session will focus on identifying unique ways to capitalize on amenities and facilities to cultivate potential member engagement. Offering meaningful aesthetics, activities, services, menu engineering, etc. Producing purpose driven branding channels. Identifying creative opportunities to collaborate interdepartmentally through events and activities. Creating experiences that inspire your members and prospects to invest in your club s lifestyle. 5 Roundtables: Discussing best practices on high profile topics and exploring inventiveness are the driving forces behind this session. This opportunity is not to be missed, guaranteeing you will leave with many actionable takeaways generated from group discussion and peer to peer idea sharing. Not all ideas are universal, but the diversity of subjects and conversations makes this conference event an annual favorite of both first time and veteran attendees.

5 CONFERENCE SESSIONS Tuesday, September 22 nd 9:00 a.m. to 4:00 p.m. 6 Closing Skills: Building A Book of Business Are we paid to present or to close? Do we sell a membership or open a relationship? This fast moving and informative workshop will help you to better understand the selling process and present techniques for asking for business and closing a membership sale. Within this program we will cover a variety of closing statements and review internet scripts to help prospective members with their decision making process so they choose to invest in your club lifestyle and amenities Minute Power Sessions: In an effort to provide you with as much educational material as we can possibly pack into our two-day conference, we are excited to feature a four-part series of power sessions. Each session will be 30 minutes in length focusing on instructions, implementations, efficiencies, and best practices within the following competencies. This list of educational topics was generated through conference attendee feedback and is sure to send you back to your club armed with some great actionable ideas. Benchmarking Internal & External Market Presence Efficiencies of a Client Relationship Management Software (CRM) Developing Meaningful Online Member Communications Content Strategies for Marketing Collateral 8 Amplify Your Attitude & Reduce Stress: Attitude is one of the most important yet least trained professional skills in any service industry. This topic acknowledges attitude as it relates to helping others in three areas: A. Funny: hear humorous (but true) stories about how attitude impacts performance. B. Flaws: see examples of how negative attitudes can lead to disastrous results. C. Fantastic: practice techniques and approaches enabling you to be effective and professional when interacting with others, no matter how much they may need an attitude adjustment. What Participants Will Learn Increase your resistance to handling stress. Discover the differences between negative and positive stressors. Learn how to maintain a positive and productive attitude to focus on solutions. Learn the 4M Technique (Making My Mental Movie) to keep cool under pressure. 20th Anniversary Club Membership and Marketing Conference Group and individual registration is available at

6 Join PCMA! We Are The Membership & Marketing Resource For Private Clubs We provide you with tools and resources to help you become more successful. Established in 1995, PCMA is the association for membership and marketing professionals at private clubs. We provide information, education and networking opportunities focused on Membership Recruitment, Membership Retention & Relations, Club Communications & Technology, and Professional Development to help you achieve and exceed your goals.

7 PCMA membership and the Annual Conference have been extremely valuable assets for ideas and information as a private club Membership Director. The opportunity to network and connect with other membership and marketing professionals from around the country, on both a daily and annual basis, has created numerous friendships that have allowed me to reference the experiences of others within the industry. At each Annual Conference, I walk away with a notebook packed full of new ideas and programs that I can t wait to implement at my club. Anyone in a similar membership/marketing position at a club should definitely put this event on their calendar. Paul Pillsbury Membership Director, Thornblade Club Greer, South Carolina As technology continues to enhance communication through the internet, ing and texting, I still greatly appreciate the chance to meet with my peers face to face - to spend time with professionals who understand the challenges we all face on a day to day basis. I look forward every year to attending the PCMA conference to share ideas, ask for advice, learn best practices and find out about new trends in the business. It is very helpful to have access to experts in the field and to new information and studies. It is a great opportunity to connect with old friends each year, and to meet new ones. I would not miss it, and encourage anyone in the industry to join PCMA, attend the conference, and take a giant step forward in their career. Janice Graves Membership Director, Palo Alto Hills Golf & Country Club Palo Alto, California

8 CERTIFICATION BEGINS TODAY Lead Your Club To Membership Sustainability (Certification is considered separate from the 20 th Anniversary Club Membership and Marketing Conference) Membership Management Institute (MMI) 2015 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. Ready to take your career and club to the next level? The MMI offers two excellent professional certification designations to recognize your experience and educational commitment: The Certified Membership/Marketing Professional (CMP) is offered through an online/on demand format and is designed to elevate professional standards, enhance individual performance, and designate membership and marketing professionals who demonstrate the knowledge essential to the practice of private club membership and marketing management. The Master Certified Membership/Marketing Professional is a master level program designed for CMPs with a desire to achieve sustained excellence in private club strategic membership and marketing management. The MCMP represents the highest educational designation in the membership and marketing profession. Achieving the CMP The 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 Club Membership and Marketing Conference Complete all courses within the CMP online program Successfully pass the CMP exam with a score of 78% or higher (2015 exam will be offered at conference on September 20th, from 2:00-4:00 p.m.) **The exam is provided at the Annual Club 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 Membership/Marketing Professional (MCMP) designation is a master s level program 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 Club Membership and Marketing Conference) Complete the two-day course, Strategic Membership and Marketing Management (offered in a classroom setting at each Annual Club Membership and Marketing Conference) Case Study: construct a membership or marketing plan specific to your club (contact PCMA for more information) Maintaining the CMP and MCMP In order to attain the MCMP, a CMP must complete the following requirements: Complete Case Study Assignment (assigned after completing the Strategic Membership and Marketing Management course) Complete the PCMA Annual Club Membership and Marketing Conference at least once every 24 months Complete one live pre-conference elective at least once every 24 months. 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.

9 2015 MMI ELECTIVES Pre-Conference electives will be hosted on September 19 th and 20 th, from 9:00 a.m. to 5:00 p.m. MMI electives are one day, in-depth courses offered to PCMA member conference attendees. CMP and MCMP candidates may also participate in these courses as part of their additional required educational credits for maintaining the CMP and/or attaining and maintaining the MCMP. New courses are introduced each year to reflect the most current educational demands in the practice of private club membership and marketing management. Saturday, September 19th, 2015: Membership Marketing Defining the Position The Glass Cube Theory A Three-Dimensional Approach to Understanding Your Brand Developing Leaders At All Levels Strategic Membership and Marketing Management (Day 1) Sunday, September 19th, 2015: Membership Marketing Metrics and Reporting Converting a Member into a Marketer The Sales Masters Course Beyond Selling Strategic Membership and Marketing Management (Day 2) For course descriptions, please visit and open the tab titled 2015 Electives 20th Anniversary Club Membership and Marketing Conference Group and individual registration is available at

10 CONNECTING GREAT IDEAS AND GREAT PEOPLE Explore Additional Networking Opportunities Offered at the Conference Leadership Coaching Appointments Sunday, September 20, :00 A.M. 5:00 P.M. We invite you to take advantage of a fantastic opportunity to meet individually with Kevin MacDonald of Clarity Success Coaching. You will experience a supportive environment to share thoughts and challenges, explore solutions to problems you might be facing and identify clear paths towards meeting your goals. These complimentary sessions are sure to fill up quickly so take action and sign up today! Welcome Get-Together! Sunday, September 20, :30 P.M. 7:30 P.M. Begin the dialogue right away at our opening networking reception. Meet and mingle with a network of colleagues, friends and preferred club resource professionals. Embrace this opportunity to build new club relationships in a professional and friendly atmosphere. The pre-conference reception allows first time attendees the opportunity to engage with industry veterans. This event will be an occasion for introductions to be made and mentoring relationships to be established. We encourage each of you to reach out and embrace the many new faces appearing every year. Attire: Business Casual

11 Professional Headshots Monday, September 21 and 22, :00 A.M. to 4:00 P.M. Our friends from EA Photography will be taking complimentary professional headshots of all conference attendees. Please be sure to set aside time during one of the session breaks to have your photograph taken. Networking Dinner Monday, September 21, :00 P.M. 10:15 P.M. This PCMA hallmark event sells out every year so be sure to register early! Be part of a spectacular progressive dining and networking experience. After each course, you will rotate on to a new table and group of dinner guests. This event enhances the outstanding networking offered at the conference and is a great way to enrich your overall educational and networking experience. For additional details about the event, location and attire, please visit and open the tab titled Progressive Networking Dinner. Attire: Nashville Casual Networking Lunch Monday, September 21, 2015 Enhance your conference experience by engaging in our networking lunch where you ll have the opportunity to connect in a relaxed atmosphere. Our team at PCMA will prepare table assignments to facilitate an optimal networking environment where you can exchange ideas with your industry peers in a free flow of conversation over the lunch hour. Club Membership Challenge Monday, September 21, 2015 The new generation of private club membership and marketing professionals is more impressive than ever. A more challenging and competitive club membership environment is bringing out the absolute best in club membership and marketing inventiveness. The Club Membership Challenge recognizes and awards clubs for successful membership recruitment, relations, retention and event initiatives. Learn more at and open the tab titled The Club Membership Challenge. PCMA Distinguished Certificate of Conference Completion Completion of the two-day conference education sessions fulfills the requirements for earning a PCMA Distinguished Certificate of Conference Completion --- A recognized symbol of achievement in the club industry. (Note: The final session on day two is required to earn this certificate.)

12 Red = Pantone 187c Club 360: Defining Relevant-C s C O M M U N I T Y C U L T U R E C R E A T I V I T Y Premier Professional Club Resources: 20 th A N N I V E R S A R Y Professional Club Resources: TM CLUB MEMBERSHIP AND MARKETING CONFERENCE September 21 & 22, 2015 NASHVILLE, TENNESSEE Group and individual registration is available at Pricing and event details available online. Conference Dates: September 21 & 22, 2015 Pre-Conference Education: September 19 & 20, 2015 Professional Coaching: September 20, 2015 Hilton Hotel Downtown Nashville, Tennessee PCMA, LLC Highway 111, Suite 201 Indian Wells, CA