A Marketing Plan for Iowa Freemasonry Grand Lodge

A Plan to Grow • What – Introduce Freemasonry to a new “generation” of

The Opportunity • “National Treasure” 2004 • Positive portrayal of Freemasonry • $348 Million

Our Options • More to the Same (low hanging fruit) – Reactivate dormant members.

Outcomes • More good members – Men who seek association. – Men who seek

The Unified Campaign –“What was lost can be found. ”

The Unified Campaign • The Unified Theme: – “What was lost can be found.

The Unified Campaign • The Unified Website – www. iowafreemasonry. org – Clean –

Local Tactics • Go to the movie when it comes out – Go as

Local Tactics • Update your web presence – Accurate information online – Post to

Local Tactics • Improve your lodge signage – It’s your most visible asset •

Local Tactics • Buy search terms on Google – Lodge keywords – Unified Theme

What was lost can be found. www. iowafreemasonry. org

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A Marketing Plan for Iowa Freemasonry Grand Lodge of Iowa Grand 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…

Local Tactics • 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 • 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. ”

What was lost can be found. www. iowafreemasonry. org