October 2014
Clubs WA Service Bulletin IN THISport ISSUE...
2. State council nomination statements 4. AGM event information 6. You can hire high-profile athletes at discounted rates
13. A professional insight into social media
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It is with great honour and enthusiasm that I write to you as the newly appointed CEO of Clubs WA. My sincere thanks to outgoing Executive Director, Peter Seaman, who left us to a retirement filled with lots of travel and golf plans (although I have heard that retirement means no more stress – unless you play golf)! I am very excited to be able to step up to this new role from the position of Executive Officer. The incredible support from State Council and those of you whom I have been able to work with in my previous roles with Clubs WA has been inspiring and I am looking forward to connecting with all of our club representatives in the course of the next year. From our humble beginnings as clubs that serviced communities around sport, our industry now exists in a tech savvy world, where 3-year-olds know how to use a smart phone better than we do and while there is still no cure for the common cold, custom-made organs are in the foreseeable future. Indeed it is highly likely that in the future your 3-year-old grandchild will be able to medically access you using an app in their smartphone! In addition, as social media becomes the most popular method of communication, mental health issues are growing rapidly (from depression in our FIFO workers to mental health issues in our future generations). These changes bring both opportunities and threats to our club industry and we at Clubs WA aim to be at the forefront of assisting your club in navigating the many twists and turns of this changing society, to ensure a sustainable club industry that continues to service the needs of local communities. As part of our strategies to help build your club, we are pleased to announce that we will be launching our latest training program, Good Governance, at our upcoming Training, AGM and Networking Event. This workshop will provide details on compliance with the Liquor Control Act and the Associations Act, as well as how to deal with common issues such as disputes, insurance and finances. For our larger clubs with employees, we have been fortunate to secure Australian Workplace Relations Expert Mikhail Ushakoff, who will lead a workshop on managing staff under the Registered Club Award and the NES. I hope that you or a representative of your club will attend this year’s event, as Clubs WA staff will be on hand to personally ensure that you meet other club representatives and share your experiences. In addition, we will be holding a star-filled luncheon with sporting heroes who will all be sharing the experiences of their club journeys in a panel discussion. I look forward to our journey ahead - and to working with your club to ensure the future viability of our club industry. Cheers, Karen Giles
Voice of the Club Community
State Council Nomination Statements This year Clubs WA will be holding an election for the three metropolitan vacancies on State Council. Clubs WA Member clubs are entitled to one vote each in this election. Member Clubs will find enclosed in this issue your ballot form and reply paid envelope. Simply tick the box of the three (3) candidates you are voting for and return your ballot paper in the reply paid envelope no later than 5:00pm on Wednesday, 15th October 2014. Please note that voting is anonymous. Below are the Nomination Statements from each of our candidates, for your reference.
Chris Richardson
Wally Maker
I believe it is critical that clubs in WA are represented by a strong Council focussed on delivering better outcomes for the WA clubs. It is important that Clubs WA continues to develop strong relationships with Government and regulatory agencies as well as providing advice and training to member clubs.
I have a long history of advocating for the club industry and the vital role we play in local communities. Before retiring I spent the majority of my working life as a Club Secretary/Manager.
Personally, I have worked in club administration on a voluntary basis for the past 30 years with clubs based in the country and metropolitan regions. Currently I am the Vice President and voluntary Bar Manager at the Dalkeith Nedlands Bowling Club Inc. I believe that I well understand the needs of WA based clubs. I have served as a company director over the past 25 years and I am well acquainted with the issues of good corporate governance and financial management. I look forward to the opportunity of working with other councillors to represent the interests of all WA clubs.
Don Bartlem I have been a Metro councillor with Clubs WA since 2011. Delegates who attend the Annual General Meeting/ Trade Expo would know me as the MC of this event, a role that I have undertaken for the past 5 years. As President of Hartfield Golf Club from 2008-2013, I headed a Committee that successfully rewrote the Club Constitution and implemented processes addressing finance and membership matters, which led to a remarkable, against the trend, turn around both financially and by way of a significant increase in membership. Clubs WA, like Hartfield and your Club, is not immune to the vagaries of a changing world and must ensure that we move with the times and continue as the organisation of choice to represent our diverse membership. I have the experience and commitment to make a definitive contribution and for that reason, seek your support in this crucial election.
In retirement I remain committed to the club industry. I currently hold a number of positions including: President of Clubs WA (a position I have held for 12 years); member and Chairman of Directors at Royal Fremantle Golf Club; Member of the Executive of Clubs Australia; and Director of Clubs Australia Industrial. I am also a proud member of the Swan Yacht Club and the Fremantle Workers Club. Having been a State Councillor of Clubs WA for 15 years, I have a deep and abiding belief in the benefit of clubs in this state and the contribution that our clubs make to the welfare of the community in sporting, recreational and social activities and facilities.
Wayne Barrett Dear Member, I seek your support for election to represent you as your Metro Delegate. With over 30 years of commercial management experience with an International company and the running of my own business I have the business planning and financial knowledge that is required to support our member Clubs. In 2001 I was bestowed with life Membership from my local sports club where I have been actively involved since 1981 in Club Administration and coaching and am currently in my twelfth year as a councillor with the City of Gosnells. • Current Chairman of Directors Thornlie Football and Sports ClubPast Chairperson of City of Gosnells Community Grants Committee • Chairperson of COG Road wise committee • 2006 Queens Baton Relay Team for service to the Community A vote for me will give you a new and fresh voice to serve you on the State Council. Clubs WA Service Bulletin
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Thank you to everyone who helped us celebrate Peter’s retirement Mr Peter Seaman As the paid servant of an association whose actions affect more than 320,000 club members, I have had the role to deliver policy setting created by a committee, board of management or in our case a State Council. I have chased and pushed to achieve most of those settings but have a very acute understanding that without these brave and industry wise leaders of our movement, nothing could have changed. Back to where I started, I feel really privileged at being in the right place at the right time and that your State Council chose me as your Executive Director and that I have had an opportunity to meet and work with so many community leaders. Can I close off as I did to all assembled at the Awards for Excellence night by thanking each and every person in Clubland for the courtesies and support that have been offered to myself and my wife Jenny during my 14 years passing through the prized piece of turf that is your club.
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West Coast Eagles’ Darren Glass added to Training, AGM & Networking Event Lineup Not long after Shawn Redhage joined the Perth Wildcats basketball team he earned himself the Darren is the longest serving captain at the West Coast illustrious title of the ‘scoring machine’. The FloridaEagles, beginning his illustrious 270 game career born American joined the Wildcats in 2005 and with the club in 2000, and recently announcing his became their Captain in 2009. During his first year retirement from the game during the 2014 season. in his new role the scoring machine proved his fans During his time at West Coast, Glass was a crucial right and captained the team to win its first National part of the Eagles premiership in 2006, winning the Basketball League (NBL) championship in more than Best & Fairest for the club in 2007, 2009 and 2011. 10 years. Redhage is recognised as one of Australia’s A proven leader and champion at the Football club, forefront NBL players and has been named in the Top Darren is keen to take his experience from the field Five Most Valuable Player list five times. The Wildcats and share his story with the wider community. Glass re-signed the all-star in 2013 and Redhage looks to uses his sporting experience to promote teamwork call Perth home for another three years. & leadership with aspiring athletes, coaches and The American-Australian made his debut at the professionals. Nebraska State High School where he won Player CLUBS WA MANAGEMENT
Career Highlights: • 2006 West Coast Eagles Premiership Player • 4 time All-Australian (2006, 2007, 2011 & Captain of the 2012 Squad)
of the Year in 1998 and 1999 and he later became known as one of the top players in the State. Whilst on his journey to become a rising star in the basketball world, he also managed to find time to complete a degree in construction engineering.
• West Coast Eagles Best & Fairest 2007, 2009 & 2011
During a game against the Adelaide 36ers in 2011, Redhage’s basketball world came crashing down Darren Glass will make a great addition to the 2014 when he dislocated his hip and was told he would not be able to play professional basketball again. AGM and Networking Event Discussion Panel. After enduring two painful surgeries and a sevenmonth hiatus, Redhage proved his determination and strength by returning to the team and averaging 14 points per game during the 2012/2013 season. Outside his basketball career, Redhage is a part-time financial planner for a financial planning company in Subiaco. After captaining the Perth Wildcats for many years, and proving his determination and passion to compete in basketball, Redhage has developed outstanding skills as a leader and will make an outstanding guest panelist at the 2014 Annual General Meeting & Networking Event on October 22, 2014.
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2014 AGM Discussion Panel host: ex-AFL player and entrepreneur, James Begley Also sitting on this year’s panel is Australian Hockeyroos Goalkeeper, Rachael Lynch. Lynch has competed in various international and national 2014 AGM guest panel host: events throughout her career. Most notably she ex-AFL player and entrepreneur competed in the World League finals and semi finals winning silver and gold respectively. Lynch also won James Begley is an Adelaide boy who was drafted to her share of a gold medal at the 2012 Commonwealth St Kilda for four years and then spent three years at Games and won silver at the 2009 championship. the Adelaide Crows. Retiring with 61 games at the age of 25, Begley back-packed around South America, She successfully runs a hockey goal-keeper training America and Europe for a year. He has been living in and development company and has proven herself Perth for the past seven years and is entrepreneurial to be a leader and entrepreneurial at heart. Lynch in spirit and enjoys challenging himself with new will make a great addition to this year’s AGM. possibilities. Begley has founded two businesses, Tract Group (a leadership and development business) and PickStar (which connects high-profile athletes with great opportunities within the community). CLUBS WA MANAGEMENT
Career achievements include: • Listed AFL player with St Kilda and Adelaide Crows for 7 years and 61 games • General Manager of Leadership and Development at the Fremantle Football club by the age of 27 • Works with motivated clients to improve their businesses • Board member at East Fremantle Football Club
Clubs WA Training, AGM and Networking Event early-bird price extended until October 3, 2014
Training workshops tailored for WA club management Clubs WA AGM Networking Luncheon Athlete Leadership Panel Full package: $100 per person inc. GST (One workshop, AGM, Networking Luncheon & Leadership Panel) Light Package: $65 per person inc. GST (AGM, Networking Luncheon & Leadership Panel) Wednesday October 22, 2014 To purchase tickets to the AGM and workshops contact Clubs WA Events Officer Holly Hazel 1300 640 616 || marketing@clubswa.com.au
What’s on special at HAT this month? Have you forgotten best practice for serving alcohol, or just want to refresh? Enrol in our RSA Refresher course for only $15.
$15 RSA Refresher
Refresher course for new staff Ask bar staff applicants where they obtained their RSA certificate. If you know the provider is a poor quality trainer why not ask your applicants to undertake Hospitality Alliance Training’s Refresher course. The refresher course is $15 if they already have their RSA and want to upgrade their learning, or $25 for a new fully accredited RSA after using your club’s member discount. Hospitality Alliance Training’s (HAT) courses have been specifically tailored to WA’s club environment as per the Department of Racing, Gaming and Liquor guidelines. HAT’s refresher course would provide staff with the competencies required to provide Responsible Service of Alcohol in accordance with the principles of harm minimisation for all individuals who are selling or supplying alcohol.
www.hospitalityalliancetraining.edu.au
Clubs WA members can hire athletes for discounted rates As an exclusive offer to Clubs WA members, PickStar is offering clubs a heavily discounted 12-month subscription rate to connect with high-profile athletes. A PickStar subscription gives clubs the ability to make unlimited bookings for one year, and PickStar will waive its normal connection fees. Normal corporate subscriptions: $1500 plus GST Special offer for Clubs WA members: $850 plus GST Subscribe before October 31, 2014 and go into the draw to win an autographed guernsey from your choice of either Fremantle Dockers’ Matthew Pavlich, or the West Coast Eagles’ Darren Glass. Email info@pickstar.com.au or visit the PickStar website at www.pickstar.com.au to connect to hundreds of high-profile athletes now! Have a look at the Clubs WA website to see PickStar’s featured Athlete of the Month. October’s athlete is Rachael Lynch from the Hockeyroos.
“When Perth Wildcats captain Shawn Redhage walked into Willetton stadium, the look on my daughters face was one I will never forget. Shawn was brilliant with all of the girls and everyone went home inspired. Later it was my turn to be amazed, as PickStar allowed me the opportunity to have lunch with Michael Barlow, my favourite Fremantle Docker. Both opportunities would never have happened without PickStar and for that I will always be grateful!” ~ MARK STEWART - Managing Director Classic Contractors
www.clubswa.com.au/pickstar Clubs WA Service Bulletin
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Clubs WA Networking Events We have received word from some of our member clubs that there are a number of “networking events” being promoted throughout the state, and our members are not sure whether these are Clubs WA events or not. Please be advised that the only Clubs WA authorised events are those circulated by Clubs WA through our monthly Service Bulletin and regular ‘e-club updates’ as is the case for our upcoming Training, AGM and Networking Event planned for Wednesday October 22, 2014 at the RAAFA Club in Bullcreek, Perth. Clubs WA has not endorsed any commercial enterprise acting as a service provider that purports to represent the WA club industry, other than the great range of Clubs WA associate partners and supporters who have a proven track-record of assisting the club industry and who have been approved by State Council. To view Clubs WA’s providers and organisations please visit our website at http://www.clubswa.com.au/about/ partners. You can also read about our associate organisations in the Service Bulletin. If you have come across any service providers and it’s unclear whether they are an associate of Clubs WA, please contact our Communications and Events Officer, Holly Hazel for more information at marketing@clubswa.com.au or by calling 1300 640 616. Member clubs are reminded of the different levels of assistance available to your organisation:
LEVEL ONE Clubs without a liquor licence Dept. Sport and Recreation, local government, WA Sports Federation
LEVEL TWO Clubs with a restricted liquor licence Clubs WA with referral to the Dept.of Racing, Gaming and Liquor, Dept. of Commerce, Dept. Sport and Recreation
LEVEL THREE Small to medium clubs (Full Club Liquor Licence) Clubs WA with referral to the Dept.of Racing, Gaming and Liquor, Dept. of Commerce, Dept. Sport and Recreation LEVEL FOUR Large clubs (Full Club Liquor Licence) Clubs WA with referral to the Dept.of Racing, Gaming and Liquor, Dept. of Commerce, Dept. Sport and Recreation, with top-up support by seperate professional contractors (e.g. legal)
Voice of the Club Community since 1957 Clubs WA Service Bulletin
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WA’s Best Club Casual Dining The Ledge Point Country Club provides a dining experience for up to 200 diners with child friendly menu options and a “kids club” available for families on the Best Club Casual Dining (small category) premises. The club offers weekly specials designed by the chef, which change in accordance to the season. Winner: Guilderton Country Club There are also weekly and monthly specials on the wine This is the second year Guilderton Country Club has list available for members. Social functions are held taken home this award, with a large dining area that during events such as the social bowls season, where caters for up to 160 people and a bar area which the club offers light casual meals prior to the game and can cater for approximately another 50 people. The during the dart season a light supper for participants is restaurant has a warm family-friendly ambience, and supplied. regularly hosts private functions. The club consistently improves the menu by changing the food and beverage Best Club Casual Dining (medium/large) choices at least twice per year. The club offers members Winner: Royal Perth Golf Club dinners, special meals for sporting clubs, banquets for special occasions and an a la carte menu. Special An average week at the Royal Perth Golf Club sees the functions are held at the club for Easter, Anzac Day and chefs serve approximately 800 to 1,000 meals from big sporting events, like the Melbourne Cup. Saturday morning bacon and egg burgers on the BBQ to confit of duck for dinner. The Lounge area seats 220 guests, Grumble Gully area seats 125 guests, the Casual Dining area seats 98 guests, and the Verandah, which is partially open offering fantastic views of the green, seats 140 guests. This shaded and comfortable area is always busy as many golfers enjoy a meal and refreshing beverage before or after their round and frequently bring in guests. The Verandah is also used for presentations and Jazz sessions with share platters for a unique Sunday session. Being able to offer many different areas with different styles means members and guests can choose any style that fits their needs. EMILY OCHS MARKETING ASSISTANT
Congratulations small category finalists! The Gosnells Bowling Club prides itself on offering a casual and family-friendly night out, and welcomes all ages into its club. The club offers normal Friday night meal service as well as special event nights, and recently brought in multicultural theme nights including curry nights and Italian themed nights. A large dining area is available and seats up to 100 people. Clubs WA Service Bulletin
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WA’s Best Club Casual Dining Continued
Port Bouvard Recreation and Sporting Club offers an ambience which varies from one event to another Mandurah Bowling and Recreation Club is a but the dining room can generally be described as traditional club, offering casual bistro dining with a traditional, with subdued lighting, background music, first class service and ambience. The club changes table candles and white table linen. The bar area and food menus every two months and beverage and verandah have simple, traditional settings without wine list every three months. It offers a la carte menus tablecloths and are best described as casual, family and buffet nights, plus a great array of entertainment orientated relaxed dining. with monthly jazz afternoons, concerts and dinner, South of Perth Yacht Club offers a casual, family as well as a live band every Friday. friendly dining area, with an informal design giving Marmion Angling and Aquatic Club is a family club members the opportunity to relax while enjoying top that caters for everyone. Its décor and set up is well quality food. With an a la carte menu available each liked and supported by its members and the restaurant day, the club also has a carvery roast every Wednesday, seats up to 60 people. This area opens up onto an and ongoing specials that change weekly. With a new alfresco balcony with beautiful panoramic ocean fully fitted kitchen the club is able to offer first class views. The club offers a casual dining atmosphere bistro style food for all its members and guests. during the day, with a slightly more formal feel in the The University Club of Western Australia Cafe` and evening. Bar is a relaxing and informal space offering a variety Melville Glades Golf Club pride themselves on having of value for money, tastefully presented meals and a fantastic family following and being able to cater refreshments. The Cafe offers a range of spaces for the needs of its members. With a friendly, relaxed including an alfresco bar and dining area overlooking and vibrant atmosphere, the club offers background the university grounds and Matilda Bay and two music, TV monitors, casual styling and specialised lounge areas with comfortable soft furnishings. With lighting. The restaurant doors open onto both an a broad menu and beverage list and a professional alfresco dining area and putting greens which are barista to prepare fantastic coffees, the Club Café perfect for creating an open space. Every Friday night and Bar are the perfect choices for a relaxing break the club holds a members draw and once a month with friends, family and colleagues. there is a family night which includes free activities for the kids such as face painting and putting comps. Congratulations medium - large category finalists!
Nominations open for 2014 WA Youth Awards The 16th annual WA Youth Award nominations are now open and aim to recognise outstanding young West Australians or are inspiring others or making a contribution to the community. Youth Minister Tony Simpson said this year’s overall winner would travel throughout the State as WA’s youth ambassador, inspiring other young people and expanding their own horizons.
“I encourage all West Australians who know a remarkable young person to nominate them for a WA Youth Award.”
One individual category winner will be chosen as the overall WA Young Person of the Year.
https://www.yacwa.org.au/wayouthawards/
The awards, which recognise the outstanding achievements of young people aged 12 to 25, include: Minister for Youth’s Outstanding Youth Worker Award; Under-18 Future Leader Award; Community Leadership Award; Organisational Achievement Award; Cultural “Year after year these awards demonstrate there are Endeavours Award; and Active Participation Award. young West Australians who are making an impact on the State’s cultural, social and economic life,” Mr Nominations are open until October 3, 2014. Winners will be announced at a ceremony on November Simpson said. 20. “Awards finalists in previous years have come from diverse backgrounds and have been mentors, volun- More information and to nominate an outstanding youth visit: teers and role models to their peers.
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Clubs WA Workshops, AGM, Leadership Panel and Networking Luncheon Wednesday, 22nd October 2014 ~ The Royal Australian Air Force Association Club This year’s Annual General Meeting and Networking Event has been reformatted and streamlined based on delegate’s feedback of the 2013 event. Instead of the Trade Expo that was seen last year, the Clubs WA team has gone to extensive lengths to bring to you an AGM & Networking Event that is educational, interactive and motivational. The Clubs WA team is extremely proud to introduce
two new informative workshops that have been tailored specifically for the club environment. Delegates will have the opportunity to attend either the Good Governance or Workplace Relations workshop on the morning of the AGM. You will be able to meet the Clubs WA team in its entirety as we personally guide you through an important networking opportunity and the
importance of being able to share and compare issues and trends with others in the club industry. Delegates will also be able to meet Clubs WA’s Corporate Partners and hear about the latest services and products that are going to help bring your club to the forefront of this evolving sector.
Karen Giles Clubs WA Executive Officer
The Voice of the Community The Training, AGM and Networking Event will begin with a choice of either the Good Governance workshop or Workable Workplace Relations workshop on the morning of October 22, 2014.
The Workplace Relations workshop will cover the topics of the Award and the NES.
The Good Governance workshop will run through the most important sections of the new training course, covering topics including:
The terms and conditions of employment under the Registered and Licensed Clubs Award apply to most employees in the industry. Even when employees are paid a salary above the award rate, they may still be covered by certain provisions of the award.
• • • • • • • •
This workshop explains award changes and compares the previous NAPSA with the current modern award, for example classification levels. The workshop also covers the changes to hours of work, penalty rates of pay, loadings and allowances, as well as individual flexibility arrangements (new award provision), dispute resolution and consultation when there is a major change within the workplace.
Associations Incorporation Act 1987 (WA) Liquor Control Act 1988 Club Constitution Management Committees Finance Risk Management Grievances and Disputes Plus so much more
This new course will tell you everything you need to know in order to run your club successfully. By engaging in effective corporate governance, management committees help ensure the strategic long-term financial viability of their club. Corporate governance generally refers to the way an organisation is managed. It encompasses authority, accountability, stewardship, leadership, direction and control exercised in the organisation. This training course has been developed to assist the management committees of licensed clubs within Western Australia in the governance of their clubs, and highlights management under both the Associations Incorporation Act 1987 and the Liquor Control Act 1988.
The NES includes 10 minimum conditions of employment that apply to all national system employees, whether employees are covered by an award, agreement or whether they are award-free. Clubs need to be aware that contracting out of these entitlements can leave them exposed to litigation. During this workshop, we will explain the various legislative requirements in the NES such as: - - - - - - -
Requests for flexible working arrangements; Parental Leave; Annual Leave; Personal/Carer’s leave and compassionate leave; Community Service Leave; Public Holidays; and Notice of Termination/Redundancy pay. Clubs WA Service Bulletin
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(08) 9354 9150 malatwell.com.au
Servicing the Hospitality Industry for over 40 years
Pool, billiard & snooker tables & accessories Break open Bingo tickets &dispensers Video Lottery Terminals Electronic bingo equipment Fundraising & raffle supplies Bingo books & dabbers Spinning wheels Perspex barrels Melbourne Cup sweeps Air hockey & soccer tables Dart boards, cabinets & accessories Table tennis tables & accessories Official AFL pool & dart merchandise Retail & wholesale Commercial lease and profit share arrangements
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Perth International returns to Lake Karrinyup CHRISTINA NG
Golf enthusiasts rejoice – Australia’s richest golfing event is back on at our very own member club, Lake Karrinyup Country Club! Local fans can once again expect an outstanding showcase of golf as the world’s leading pro-golfers make their way down-under to compete at the Perth International from October 23 to 26. The Perth International is widely regarded as Australia’s richest annual golf tournament, boasting an impressive US $2 million in prize money, and is the only Australian tournament to be co-sanctioned by the European Tour and the PGA Tour of Australasia. Now in its third year of play, the Perth International will again be hosted at Clubs WA member club, Lake Karrinyup Country Club. From official media covering the event, Lake Karrinyup Country Club President Chris Carey has said the team was proud and extremely excited to be the host venue for the 2014 Perth International. “This event has grown year on year and we are confident it will again grow and prosper in 2014. Our course will again be in outstanding condition, and was recently named in the Top 10 golf courses in Australia. “Lake Karrinyup general committee, members and staff will embrace the Perth International in 2014 and look forward to working closely with IMG, the Tours, the Western Australian Government and event corporate partners to ensure this is the best Perth International yet.” International stars to watch out at this year’s event include 2013 US PGA Champion and world number 31, Jason Dufner, 2013 European Tour winner and world number 23, Victor Dubuisson, and 2011 Masters Champion Charl Schwartzel.
Despite confirmed reports from Dufner that he has been diagnosed with two bulging discs in his neck since early April (an injury which saw him withdraw from the 2014 PGA Championships and prevented Dufner from defending his title), the American is keen to make the most out of the remaining season and seems excited to return to Perth again. “I had a great time in Perth two years ago. I loved the city, the hospitality and the terrific golf course at Lake Karrinyup. I had a terrific battle to the end in 2012, closing as runner-up, and I am hoping to go one better and take home the trophy,” said Dufner. Likewise, South African talent Charl Schwartzel has also commented on his return, stating, “I really enjoyed my experience in Perth two years ago but having played the course and experienced the conditions I’m looking forward to a strong finish at the tournament in October.” “I’m playing well this year but am hungry for a win after a few close calls and I’m looking forward to returning to Perth.” Fans can also look forward to seeing local Aussie pros, including: 2006 US Open Champion Geoff Ogilvy; Perth-born, five-time European Tour winner Brett Rumford; 2014 Valero Texas Open winner Steven Bowditch; and defending Perth International champion, Jin Jeong. Tickets for the Perth International start from $22 and are available from Ticketmaster. Children under 16 will gain free entry with a paying adult. For general event information visit the website: www.perthinternational.com or keep up-to-date with the latest pictures on Facebook at www.facebook.com/PerthInternationalGolf.
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A professional insight in to club communication MICKEY SUKIMAN PUBLIC RELATIONS ASSISTANT
Delivering club news and promoting events has never been easier since the rise of social media. Through social media platforms such as Facebook, Twitter and Instagram, clubs can now distribute myriads of information and access it at any time.
Despite the positive reviews of using social media, is it truly necessary to integrate social media within a club’s communication strategy?
In investigating this subject, Clubs WA has engaged the professional advice of Communicators International owner and principal Jacinta Goerke. She is a global communication specialist who has more than 25 years experience and is regularly asked by businesses Throughout Western Australia there is a large and universities to speak on the topic of business following of clubs who use Facebook to connect with communication and social media. members and the community. Is social media the right communication tool for Gosnells Golf Club general manager James Wilkinson clubs? says using Facebook brings the club closer to their target market. Jacinta emphasises the need to understand that social media is just one communication platform that clubs He says having participated in a golf conference last can use to target current and potential members. year; he learnt golf clubs weren’t recognising the full potential of social media and has since started to “It’s important to note that social media is only one actively manage the club’s Facebook page. form of media communications. In addition, there is print, television, radio and others such as outdoor “It’s hard to measure the success of our Facebook and flash mobs. I point this out because it is the page, but I think it has worked. There are now more task of the media communications’ staff (public comments and likes on our page.” relations and marketing team) to work out which Broome Fishing Club communication liaison Ben communications’ medium should be used to achieve Little says Facebook creates its own unique online organisational objectives and; equally, which medium club atmosphere and helps target the community is most frequently used by the target audience,” she says. closer to home. “Social media is definitely cost efficient when “The technology is easy to access and engages people with easy entry - people can just jump on Facebook. compared to other media options such as television, It’s an engaging method and instead of people having radio and print. to search for us they can just go to our Facebook page “Something to remember is that social media and see what is happening in the club.” platforms come and go so it’s wise to know which Similarly, Claremont Football Club membership platform your target group prefers to use it when and sponsorship engagement manager Hannah communicating with them. Which social media site Henderson says as long as you use Facebook the right best aligns with your target audiences values and lifestyles? way people will respond positively. “One thing I’ve observed is people’s preferences for photos, videos, interactive maps, and short headline news with an easy way to like or share this information. People also prefer intuitive [and easy to use] websites and apps.” The importance of research and identifying the club’s target demographic Jacinta strongly recommends undertaking comprehensive research on the club’s target audience before it decides on which communication medium to use.
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“The most effective ways clubs can attract the wider community through the use of social media is to research and describe each of these groups and then place them into segmented market categories. “The decision as to which communication medium to use should only be made after the PR and marketing team has (1) clarified the organisation’s communication objectives; and (2) comprehensively researched, understood and described the target audience and market. This means we ask the question ‘who is this group of people we are trying to reach: where do they live; how old are they; what is their gender; what hobbies do they have; what do they do for entertainment; what do they eat; what sport do they play and watch; and what do they do from the moment they wake up each day to night time switch off?
new and interesting people, keen to see and enjoy Albany’s beautiful spring weather, then why not take a weekend off for yourself and come and join us by doing something different, very different … like lawn bowls! We like everyone.” Jacinta recommends a holistic approach when it comes to strategic communications.
“Some of the most successful campaigns apply an integrated approach where they run commercials on radio and television; and have news articles in the print and online news media along with a carefully tailored social media campaign. For example, an Australian team may have just tweeted that they won an event in Malaysia and then this information finds its way into the world of Pinterest, Facebook and Instagram. At the same time, the team’s Public Relation person may have just forwarded an article Marketing specialists are skilled at categorising this to the print media and/or uploaded the media information into the classifications of geographic, release to their website, along with photos and videos. Before you know it – if the photos and videos demographic, psychographic and behavioural. are any good, viewers will ‘share’ the videos on their “Once done, it is a matter of determining how best preferred social media platforms and blog sites.” to reach each group and to work out which is their preferred communications medium and this may or may not be social media.” Jacinta deliberately emphasises the importance of research to understand members and audience of the club, before entering the social media stream. “In short, understand your audience and their unique values, lifestyles and idiosyncrasies, and then select a message and a communication medium that is best suited to reach them in a way that excites them into saying, ‘yes, this I want to read and watch! “For example, if there is to be a state bowls’ competition in Albany in mid -October it may be best to reach older country target audiences via direct mail with a newsletter, supported with an e-newsletter if they have an email address, and posters for circulation in and around the bowling clubs. Not all regional people have access to high speed internet services. If you are trying to reach people who do not currently play bowls and who are active social media users, it is important to find out what would make them want to get up and join a bowling club. People are exceptionally busy these days and to give up their time, the benefits must be compelling and rewarding.
Face-to-face communication is still important In increasing the awareness of the club’s social media realm among the community, Jacinta recommends integrating face-to-face communication to promote social media accounts. “For example, talented club managers would introduce people to each other at a club event and then suggest they join the club’s blog site or Facebook account if they would like to share and discuss ideas, photos and videos with each other away from the club.
“It is wise to note; however, that people – particularly regional Australians are weary of their digital footprint, so don’t be surprised if they prefer If the person is single, potentially feeling low or traditional communication mediums” depressed, or concerned about poor health then maybe a message along the lines of ‘keen to meet Clubs WA Service Bulletin
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How many social media accounts should a club use? “Clubs need to be aware of and familiar with all the main social media sites and they can do this by signing up with a social media management system such as the Hootsuite dashboard. Hootsuite (hootsuite.com) allows a user to type tailored messages and then select what time the message will be distributed and via which social media sites. For example, if a team has just won a netball championship, a person of Clubs WA will log on to Hootsuite and type a short header and post maybe only via Twitter and Facebook, not selecting LinkedIn because it’s only for posting professional comments. These dashboard programs are great because you no longer have to log on to many different social media sites – it’s all in one dashboard in front of you with a calendar so you can write something now but request it be sent in five hours. It’s a way to capture a variety of audiences because people with many Fb friends simply miss posts on their walls so they may receive the message via Twitter.” How do you measure the success of social media?
media because there are other ways of reaching and effectively communicating with people with the mainstay being face-to-face, followed by telephone. However, social media is here to stay and it achieves organisational objectives beautifully!” To summarise Jacinta recommends keep in mind the below six points in order to use social media effectively: 1. Accept that social media is simply another communications’ medium; face-to-face communications may be better at times, such as resolving conflicts and coaching . 2. Have a social media code of ethical conduct for members. 3. Understand your audience and share local news and information that adds value and benefit to the lives of your members (e.g, afternoon netball results; amazing number of goals achieved by 13 year-old high school student on Saturday etc). 4. Use social media carefully – don’t saturate your members’ with constant messages.
“Social media can be measured through databases such as google analytics and monitoring sites. 5. Add a genuine and consistent personality to Have you ever wondered why you keep seeing ads your social media sites – know your brand and appearing on your Fb and other sites, including news reputation and extend its identify via the social sites, that appeal to and interest you? This is not an media sites (WA Police does a good job on their accident. Web crawlers collect data from the sites Facebook page). you visited and create a profile for you and then send to you ad content you should be interested in …. 6. Social media platforms can reinforce the role and purpose of clubs. Use social media as a way Scary, but true! Talk about cyber stalking.” of keeping club members connected when not “Many large websites have moderators or appoint at meets and events. The club environment is frequent users as moderators. Monitoring and about bringing people together to talk and play classifying comments about your organisation can sport and so is social media so when they are measure reputation. not physically meeting get them talking about events, results, issues, amazing feats and to share “To save time, a good tip is to find out who the pictures and videos. bloggers are in your area of specialty and to subscribe to their blogs. Once you’ve established and built a It’s up to each club to decide whether social media is relationship with them, you may find that they will the right communication tool to connect and engage distribute your news for you, such as events. It’s a the local community and members. good idea to get the cyber professionals to do your Clubs WA have recently relaunched its social media marketing work for you.” and you can follow our journey as we aim to promote Should clubs use social media? your club’s events and activities to the Western Australian community. Overall, Jacinta considers clubs’ investment on social media to be worth the time and money, after www.facebook.com/ClubsWA understanding the club’s position and the targeted audience’s behaviour. “The tip is not to fall too much in love with social
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