The American Club 2019/2020 Annual Report

15 PAGE

INCREASED COMMUNICATIONS

During FY20, The Club expanded its digital communications with the goal of boosting Member engagement. We increased the frequency of digital publication of What’s On, The Club’s regular newsletter, to twice per week during the circuit breaker. In addition, we relaunched the Youth & Kids edition of What’s On to provide more focused content coverage for a significant segment of the Membership. The Club also debuted a dedicated WhatsApp broadcast channel, which was launched in March 2020. It has provided us with a more cost-efficient channel to communicate with Members than the traditional e-SMS platform.

Youth & Kids What’s On

The Club’s social media platforms

Early on in the Covid-19 crisis, we understood the importance of keeping lines of communications open and active with our Members. A total of 33 Covid-19-related General Manager Messages were sent and a total of 138 responses from Members were received during this time. These frequent and timely communications kept Members updated on new advisories from the government and precautionary measures implemented at The Club.

Complementing communications through these various channels were regular postings on The Club’s social media platforms, namely, Facebook, Instagram, YouTube and Linkedln. In May this year, The Club introduced its digital Rant & Rave, enabling Members to conveniently submit their feedback and suggestions online.