2. Principles
Overall Don’t do anymore than can
be maintained
• 1. Simple, clean design Old pages, old information
• 2. Usability degrades a website
• 3. Readability Non-relevant information
• 4. Consistency loses a visitor’s interest
• 5. Relevant content Decide a purpose for every
• 6. Fast and efficient page
• 7. Cross platform Contact and Telephone info
everywhere
4. Journey starts Good place to identify right
here-very away where a visitor is- Good
valuable $$$$ place for logo/name etc.
Put the
The area under important stuff
the start of the above the fold
journey is very
valuable
This area
defines the
content that is
available
The Sweet Spot
Like a table of Above the fold
contents or an
outline
The not so sweet spot Below the fold
5. Copywriting Most people
write all about
the features but
• People don’t read they scan it is the benefits
the reader
• Headlines; the most important skill wants to hear
• Sell with benefits; support with features
• Keep it simple and clear
• Make offers when appropriate
• Call to action-Do something (call, email, visit)
6. Copywriting
• What are the benefits of joining or having an
event at MVCC.
– This is a Robert Trent Jones Course (feature)
• Improve your skills on a Robert Trent Jones Course
(benefit)
– Great food at the Artisan Restaurant
• Enjoy a wide variety of cuisine from around the world
• Don’t read this and the kitty dies!
– Headlines like this gets a click every time
7. Marketing Ideas 45 station all
grass practice
• Play where Mark O’Meara learned the facility
game
Separate
• Mike Lavery on the Web.com tour home Chipping
practice area
course
Short game
• Cameron Tringale on the PGA tour make practice area
this is home
4000 sq ft
• Beau Hossler made the US Open twice as practice putting
green
an amateur crafting his skills at MVCC
• Home of the US Amateur Qualifying Multiple tees
• Home of the XXXXXX Annual College Junior
programs
Tournament
11. Wedding bottom of page
Provides
information
to qualify
leads
Must scroll
down to get
contact info
Does not
“force”
pictures on
people-
Optional
They want
information
12. Center Club Weddings
Simple and
clean
Find out more
right on top
above the fold
Contact info in
bold and
available above
the fold
14. Social Media and The Club
• Twitter
– Instant messaging to those that follow
– Information must be relevant
– Must say it in 140 characters or less
– Link to’s are ok
– Can take pictures and post from phone (quick)
– Lists consolidate posts from one source to view
– Retweet other posts
– Ability to direct message (Like email)
– Can protect tweets
15. Social Media and The Club
• Twitter (Con’t)
• How to implement and administer
– One name (@MVCC Club News-multiple access)
– Multiple names
• @MattV for Golf news
• @Lorrainne for Membership news
• Or a hybrid
– Must cover Golf, O’meara, Artisan, Tennis, Events
– Twitter Specials; free dessert; free glass of wine
– May incorporate into website as Twitter Feed
16. Social Media and The Club
• Facebook for Weddings/Banquets
– Good Targeted group
– Will be public information
– Will be the good with the bad
– Chance to get followers/likes and communicate
with audience
– Other advantages/disadavantages
– How to implement
17. Email Marketing
• Respect your readers-offer them value
• Experiment with different subject lines
• Use Headlines
• What content results in click thru’s?
• Drive readers to website (read more)
• Reinforce Brand with email
– But avoid using valuable space for promotions
• Content is King
• Keep it interesting
• Track results-do what works don’t do what
doesn’t work
18. Email Marketing
• Keep Consistent Branding-Email Template
• The following 2 slides illustrates an email update
that keeps the website properties in tact
• Links are all clickable to the web site pages
• Areas for relevant information with calls for
action (call;email; make a reservation)
• Link every thing possible
(I know this is presently done in print form and just emailed out.)
19. The MVCC Email News Update March 31, 2013
Calendar at a Glance
Follow us on Twitter for up to the minute NOTE: Artisan Closed
news
@MVCCNews Saturday, April 13
Magic Coming Thursdays In April Every Friday
2013 Aces Free Yoga
Curtis Schennum Cardio Tennis
Beginning on Thursday, April 4th
Mike Naughton
Magician, Doug Brewer will bring his Artisan Happy Hour
Mike McCleerey
magic to Artisan between the hours of
Mike Walsh
6 and 8pm. Sunday 3/31
2013 Eagles Easter Brunch
Enjoy Chef Bob’s Dinner menu and the Make Reservation
Greg Hemphil magic show. Call for reservations. 555-
Rob Warren 6677 Tuesday, April 2nd
Judy Eggert
Junior Golf Clinic
Call 555-5555
20. The MVCC Email News Update April 2, 2013
Follow Matt on Twitter @mattv Calendar at a Glance
NOTE: Artisan Closed
Saturday, April 13
Every Friday
Recent Winners
Free Yoga
4-ball Champs Cardio Tennis
Bill Smith-Jim Light
Artisan Happy Hour
Jones Cup Champ
Edward Daly
Ladies Club Champ Sunday 3/31
Angela DeLillo Easter Brunch
Founder Cup Champs Make Reservation
Jonathan Maag
William Merryweather Tuesday, April 2nd
Junior Golf Clinic
See Champions and Call 555-5555
Records HERE
21. Consistent Artistry
Can you read this easily?
• The summary of the tournament was that two
people tied for the lead and went to an
extra playoff hole. The first player hit his ball
into the water and the second player drove it
long and straight. The water player hit a
great third shot to within 3 inches of the
cup while the long driver missed
into the weeds on his second shot.
Who do you think won?
24. Summary-communications
• Coordinated effort
• Don’t make me think
• Consistent font, style, colors
• Let me scan to where I want to
• Know your audience (size of font-message)
• Sell the benefits
• Use pictures wisely
• Every word is important or “white space” is
the better option
