Membership and Marketing Virtual Event #1

MEMBERSHIP COMPONENT

Using Emotional Connection to set the Value Proposition

This is the first of a four part virtual event series.

Contributor: Michael C. Russell, CAE, 32°

Membership growth relies on two things: value and connection. This seminar will outline the basics for developing the first steps in preparing your team and your culture to properly receive prospects, and identifying foundational principles which will assist in setting the course for membership success.

Topic Area: Membership Recruitment

Learning Outcomes:
1) Stress the importance of building your team, so that prospective members and visitors experience a positive and appropriate reception;

2) Review the the prospect experience, to identify your current strengths and weaknesses as a method to improve your process; and

3) Prepare the message with a good balance of relatable anecdotes and institutional knowledge.

Knowledge Level:
Foundational - Seminar provides introductory information, awareness and/or understanding of the topic and its relation to advancing the Temple's goals

Recognition:
Apprentice level certificate upon completion of the four virtual events.

Instructional Flow:
A combination of presentation (brief/limited lecture with A/V support), question and answer, and engaged response to real-life anecdotal scenarios from Shrine and Masonic leaders.


MARKETING COMPONENT

Shriners Children’s: Branding for our Next 100 Years

Contributor: Mel Bower, Chief Marketing and Communications Officer, Shriners Hospitals for Children

Topic Area: Communications/Branding

Learning Outcomes:

1. Explain healthcare branding trends in today’s pediatric marketplace

2. Describe the research and process involved in rebranding Shriners Hospitals for Children

3. Give Nobles the knowledge to apply the new philanthropy branding in the future

Knowledge Level:
Foundational - Seminar provides introductory information, awareness and/or understanding of the topic.

Recognition:
Apprentice level certificate upon completion of the four virtual events.

Instructional Flow:
Learners will go on journey of examining how the changes in healthcare have impacted the delivery of care at Shriners Hospitals for Children and how those changes necessitated a rebranding effort. The journey will continue through a thorough review of all of the data used to evaluate the long term branding needs of the system and conclude with a discussion of the future of the Shriners Hospitals for Children brand, Shriners Children’s.