Multi-Generational Storytelling: Anthem Videos That Speak to All Members

Prospective members of private clubs are looking for a community that is rich with unique experiences that become an extension of their everyday lives. They want a place where they and their families can belong, grow, and create meaningful memories together.

An anthem video—a cinematic piece that captures the heart and culture of your club—does more than showcase your amenities. It reveals the soul of your community in a way that resonates emotionally with viewers. When members and prospects watch it, they see themselves in the traditions, friendships, and milestones that define your club. This video becomes a powerful invitation to explore something larger than themselves.

The Role of an Anthem Video

Anthem videos can be entertaining and inspiring to watch, but they’re far more than just a feel-good piece of content. When done well, they serve a strategic purpose: capturing the spirit of your club and communicating it in a way that words or photos alone can’t. A strong anthem video helps prospects and members feel what it’s like to belong, turning casual interest into connection and pride into action. It’s a video that makes the viewer say, “Wow, I need to be a part of that club.”

Speaking to Every Generation

One of the most powerful aspects of an anthem video is its ability to resonate across generations.

• For legacy members, an anthem video reaffirms the traditions they value most, like the history, the values, and the sense of continuity they’ve helped build.

• For younger members and prospects, it shows what the club stands for and where it’s heading in the future. It should attract the member who is the right fit and turn away those who are not.

• For families, it should help them understand how their family fits into the context of a bigger multi-generational picture of the club. From family activities like holiday brunches to weddings and anniversaries, anthem videos bring to light the unique connection clubs have with their members. 

By weaving these perspectives together, you create a single narrative that invites everyone to be part of the story.

Building Pride and Connection

When current members see their club experiences reflected in an anthemic video, it builds pride and can strengthen their emotional connection to the club. The result sparks both community and measurable impact. Members who feel a sense of belonging are more likely to participate in events, bring friends to the club, and advocate on behalf of the club. That level of pride can turn into prospective member referrals, higher engagement, and long-term retention.

Anthem videos also become a cultural rallying point for your staff and leadership team. It serves as a reminder of why their work matters and the standard of service they aim to deliver. When employees watch the video, they see themselves as part of that story. It can become a training resource for new hires, a unifying message for all departments, and a way to align the team around shared values.

Where to Use Your Anthem Video

Once produced, an anthem video may become the most versatile piece of content your club possesses. It can be featured:

• On your website’s homepage as a first impression

• In membership campaigns and recruitment presentations

• During new member orientations, to inspire excitement

• At annual meetings and member events, as a reminder of the shared vision

• In new employee orientation presentations

This single piece of content can serve your marketing, member engagement, and internal culture-building efforts simultaneously.

Bring Your Club’s Story to Life

Producing a truly effective anthem video requires more than member sound bites and beautiful footage of the club. It starts with a strategic objective, a clear understanding of what makes your club special, and the ability to weave a story with images and powerful soundbites. It’s about capturing authentic moments, highlighting your differentiators, and inviting people to see themselves as part of the community. When done well, an anthem video becomes the heart of your brand story — a piece that continues to inspire members and attract prospects year after year.