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 ActionAct 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.”

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