a marketing plan for iowa freemasonry grand lodge of iowa grand master bryce hildreth
TRANSCRIPT
A Marketing Plan for Iowa Freemasonry
Grand Lodge of IowaGrand Master Bryce Hildreth
A Plan to Grow
• What– Introduce Freemasonry to a new “generation” of
potential masons.
• Why– Strengthen the Craft.
• How– Public outreach in person, in the press and online.– Positive associations in the entertainment media.
• Who– You! All of you!
The Opportunity
• “National Treasure” 2004• Positive portrayal of Freemasonry• $348 Million Box Office• Led a new cohort to the Craft
• “The Lost Symbol” 2009• Bestselling novel – Dan Brown• “Love letter” to the fraternity
• Movie release 2013?
• Demographic shift• Rise of the “Millenials”• pewresearch.org/millenials
Our Options
• More to the Same (low hanging fruit)– Reactivate dormant members.
• New and Improved (retention)– Make current product better to keep people
engaged.
• New Markets – Same Product (true growth)– Reach out via social media and online– Invitation to petition.
Outcomes
• More good members–Men who seek association.–Men who seek improvement.–Men who seek…
• Become easier to find–New methods, same great product…
Freemasonry.
The Unified Campaign
–“What was lost can be found.”
The Unified Campaign
• The Unified Theme:–“What was lost can be found.”• Plays off media associations.• Provides a common catchphrase.• Links theme to movie and to our own
materials.• Alludes to what we offer…
The Unified Campaign
• The Unified Website–www.iowafreemasonry.org– Clean– Easy to Use– Focused on non-members– Portal for further action• Contact Grand Lodge• Membership referrals
Call to Action
Act locally…
• Go to the movie when it comes out– Go as a Lodge– Take non-masons
• Call your paper or local TV station– Offer interviews about the lodge
• Movie theater ads– Ask about an ad to run before the movie
Local Tactics
Local Tactics
• Update your web presence– Accurate information online– Post to Facebook page– Check your e-mail!
• Wear your lodge logo– T-Shirts with the Unified Theme– Promote the square and compass
always
• March in parades
Local Tactics
• Improve your lodge signage– It’s your most visible asset
• Print Lodge business cards – Include the unified web address
• Run a classified ad!– Invite inquiry– Inexpensive
Local Tactics
• Buy search terms on Google – Lodge keywords–Unified Theme
• Print and post flyers– Lodge address and contact
• Hold an open house– Give a talk on “symbology.”
