Every Private Club Has a Story, How You Share it Makes a Difference

Look around. It’s clear we’ve come a long way in a short amount of time.

The reach of storytelling has evolved dramatically in the digital age, leaving private clubs with a unique opportunity to leverage video content to enhance member engagement, share their culture, and build stronger communities. Strategic video storytelling isn't just about creating content – it's about crafting an authentic narrative that resonates with members and prospective members. This powerful tool builds your brand, generating keen interest among prospects while reminding current members why they fell in love with their club in the first place.

The Power of Authentic Storytelling

Successful video storytelling for private clubs can be crafted in a number of ways. Let's focus on a two-fold approach: one featuring polished, professionally-produced content and another embracing a more grassroots approach, with member-generated content – in video as well as photography – shared and repurposed to create immediate, topically-driven stories.

Artfully produced "About Us" videos showcase carefully curated interviews with club leadership and longstanding members, serving as cornerstone video pieces that communicate your club's values and culture. Unless you have a video team on the property, these productions should be crafted by experienced video storytellers – producers, videographers, writers, and editors – utilizing proper cameras and gear to create a polished presentation that tells your club's unique story. Think of video content in this category as you would a movie trailer, showcasing the signature features of your club and enticing the viewer to want to find out more.

Consider a complementary video strategy that combines the high impact of "formal" pieces with authentic, unscripted content. Spontaneous but strategically-timed member interviews (done efficiently and inexpensively), event coverage, and user-generated content provide the ingredients to create more immediate and topical stories within your club. This mix of high-production paired with "low-fi" content provides the components of a comprehensive storytelling strategy, appealing to the curiosities and interests of both current and prospective members.

Technical Excellence Meets Creative Vision

Creating compelling video content requires attention to technical details. DSLR cameras with professional-grade lenses and support gear will best capture the stunning architecture of your clubhouse and the beauty of your grounds. Proper grip and lighting equipment and frame composition ensure interview subjects look their best, while quality audio kits guarantee clear, crisp sound to enhance the viewer experience.

Work with a producer or production company that specializes in non-scripted storytelling. They know how to create a comfortable environment and ask the right questions, putting subjects at ease to share genuine stories and insights. B-roll footage of club activities, facilities, and events adds visual interest and helps tell a complete story. When it's time for post-production, thoughtful story development, editing, motion graphics, and carefully selected music all work together to engage viewers and make your club story as memorable as it can be.

Keep in mind, that the most critical consideration for any video content is knowing your audience and crafting stories that resonate. Without a relevant, well-crafted story, it won't make any difference how many resources you commit to your cause. The right producers or production companies will make sure they understand your audience and message before any cameras roll on your behalf.

Maximizing Resources Through Strategic Planning

Smart video production requires careful planning to maximize resources. A well-organized production schedule can capture enough content in one or two filming days to create multiple pieces for distribution throughout the year.

Be organized in planning production days to ensure maximum efficiency, capturing seasonal footage for future use, and documenting various club events and activities. This content can be crafted into pieces to fit the timing and messaging of your club communications – with longer-form pieces for your website, and shorter clips for social media and email communications.

This "economies of scale" approach not only provides better value but also ensures consistent, high-quality content is shared throughout all your communication platforms in a regular cadence, keeping your members and prospective members engaged.

Building an Inclusive Community Through Video

Video content has the unique ability to make members feel seen and heard within the club community. Featuring diverse member stories, showcasing club activities, and encouraging member-generated content creates an inclusive environment where everyone feels represented. This approach helps build a stronger sense of community and belonging among your membership.

Distribution Strategy and Member Engagement

A thoughtful distribution strategy ensures your video content reaches members effectively. Your club's website should serve as a content hub, featuring longer-form videos that tell your club's stories, with everything from broad-stroke pieces like "About Us" videos to more focused content on dining offerings, golf course features, and specific signature events. Email communications can highlight new content and guide members to specific videos, while social media platforms provide opportunities for shorter, more frequent engagement through video clips and stories.

Consider creating content calendars that align with club events, seasons, and member interests. This helps maintain regular communication while ensuring content remains relevant and timely. Remember to encourage member interaction through comments, shares, and submission of their own content to keep the conversation going.

Looking to the Future

Video storytelling continues to evolve – and grow more affordable at all budget levels – offering exciting possibilities for private clubs to connect with their members in meaningful ways. By making a commitment to a two-tiered approach to video storytelling, clubs can build stronger communities and preserve their unique culture for future generations.

The key to success lies in finding the right balance between strategically-timed and artfully crafted brand pieces with authentic, topical video content. When done right, video storytelling becomes more than just content – it becomes a vital tool for strengthening your club's community and preserving its legacy.