MVCC Web and Communications
You have the informationThey want the information
Principles
Overall
• 1. Simple, clean design• 2. Usability• 3. Readability• 4. Consistency• 5. Relevant content• 6. Fast and efficient• 7. Cross platform
Don’t do anymore than can be maintained
Old pages, old information degrades a website
Non-relevant information loses a visitor’s interest
Decide a purpose for every page
Contact and Telephone info everywhere
Heat Maps Valuable Real Estate on a Web Page
Journey starts here-very valuable $$$$
The area under the start of the journey is very valuable
This area defines the content that is available
Like a table of contents or an outline
The Sweet SpotAbove the fold
The not so sweet spot Below the fold
Good place to identify right away where a visitor is- Good place for logo/name etc.
Put the important stuff above the fold
Copywriting
• People don’t read they scan• Headlines; the most important skill• Sell with benefits; support with features• Keep it simple and clear• Make offers when appropriate• Call to action-Do something (call, email, visit)
Most people write all about the features but it is the benefits the reader wants to hear
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
Marketing Ideas• Play where Mark O’Meara learned the
game• Mike Lavery on the Web.com tour home
course• Cameron Tringale on the PGA tour make
this is home• Beau Hossler made the US Open twice as
an amateur crafting his skills at MVCC• Home of the US Amateur Qualifying• Home of the XXXXXX Annual College
Tournament
45 station all grass practice facility
Separate Chipping practice area
Short game practice area
4000 sq ft practice putting green
Multiple tees
Junior programs
Shady Canyon Entry PageSimple
Clean
Few Words
Click for membership
Shady Canyon Membership PageHeadlines
Picture makes in personal
Easy to call or email
Must click to get here
Could be below the fold
Weddings
Strawberry Farms
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
Center Club WeddingsSimple and clean
Find out more right on top above the fold
Contact info in bold and available above the fold
Wedding Location Services
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
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
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
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
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.)
The MVCC Email News Update March 31, 2013
Calendar at a Glance
NOTE: Artisan Closed Saturday, April 13
Every FridayFree YogaCardio TennisArtisan Happy Hour
Sunday 3/31Easter BrunchMake Reservation
Tuesday, April 2nd
Junior Golf ClinicCall 555-5555
2013 AcesCurtis SchennumMike NaughtonMike McCleerey
Mike Walsh
2013 EaglesGreg HemphilRob WarrenJudy Eggert
Magic Coming Thursdays In April
Beginning on Thursday, April 4th Magician, Doug Brewer will bring his magic to Artisan between the hours of 6 and 8pm.
Enjoy Chef Bob’s Dinner menu and the magic show. Call for reservations. 555-6677
Follow us on Twitter for up to the minute news@MVCCNews
The MVCC Email News Update April 2, 2013
Calendar at a Glance
NOTE: Artisan Closed Saturday, April 13
Every FridayFree YogaCardio TennisArtisan Happy Hour
Sunday 3/31Easter BrunchMake Reservation
Tuesday, April 2nd
Junior Golf ClinicCall 555-5555
Recent Winners4-ball Champs
Bill Smith-Jim LightJones Cup Champ
Edward DalyLadies Club Champ
Angela DeLilloFounder Cup Champs
Jonathan MaagWilliam Merryweather
See Champions and Records HERE
Follow Matt on Twitter @mattv
Consistent ArtistryCan 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?
There is a reason that Google does this
And this
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