Telling the ‘Greatest Story Never Told’

Actually, we’ve always told the story of the Moose --just not effectively enough, or to enough people.

By KURT WEHRMEISTER

> There was very good news for Bill Airey to convey Tuesday, in what was both his last annual report as Director of the former Membership Department, and his first as head of the newly re-cast Marketing & Membership Development Department: For the third straight year, new-member production showed an increase in fiscal 2004-05, and a significant one: 133,448 applications reported, up from 126,460 the year before (and well up from the 115,399 of 2001-02).

But two stubborn facts remained--which have largely spurred this past year’s major changes at Moose International. The first fact is that 30 years ago, there were sometimes more than 200,000 applications reported in a year; the second fact is that nearly 134,000 new members weren’t enough to prevent a 14th straight year of overall Moose membership decline--albeit the smallest annual drop of that period.

“So what do we need to do? We need to tell the ‘greatest story never told’--the story of the Moose,” said Airey, who last fall was freed from responsibility for what is now the Member Relations field staff; he concentrates his professional time now fully on continent-wide marketing of the Moose organization, in addition to developing new-member recruitment campaigns.

Airey reported on progress in the so-called Illinois Pilot Program, begun late last fall and consisting of placement of coordinated and consistent media messages, on “Discover the Heart of a Moose,” in both broadcast and print outlets in Illinois and surrounding states--most notably in a full-page institutional ad which debuted in Illinois-produced editions of the April ’05 Reader’s Digest magazine (roughly 1 million circulation statewide). All such placements concluded by urging its audience to learn more about us by visiting Moose websites. The result: Total “views” at www.mooseintl.org shot up from 285,906 in March to 332,510 in April and 458,930 in May. “While it is evident members are accessing the website,” Airey said, “it is also evident that we have increased awareness with members and nonmembers alike.”

Airey’s next project is perhaps even more exciting: He and media-relations consultants CSG of Chicago are working this summer with the Bravo cable-TV channel and the producers of the Queer Eye for the Straight Guy show--which agreed to produce a show on a visit by the “Fab Five” to Huntington, NY Lodge 318 for a “makeover” both of its facility and of the wardrobes and hairstyles of several Lodge members! And, Bravo will also produce a “beefcake”-style calendar as a cooperative fundraiser.

Airey cautioned that, “while this television show (with a viewership of more than 1 million in the 18-35 age bracket) may have fun with our volunteer members” (and are likely to kiddingly “spoof” old fraternal-order stereotypes), “they have also committed themselves to telling the story of Moose men and women, and the good they do for those in need.


Airey’s presentation stressed that effective Moose marketing at the local level requires cultivating positive personal relationships--not only with local news-media professionals but also local elected leaders.

“I hope you are as excited as we are,” Airey said. “We believe this program will air sometime in September or October.” (The date, once known, will be posted immediately on www.mooseintl.org.)

Having reviewed organization-wide marketing efforts directed from headquarters, Airey turned to the local level. Asking rhetorically, “What can you do to help?”, the answer is, of course: Plenty.

• “Promote our new campaign, ‘Moose Momentum--Imagine the Possibilities!’ We are using the same theme (and same logo, available at ) for the Loyal Order of Moose, Women of the Moose and Moose Legion; there should be no confusion this year!”
  

• “Make sure that all information sent to you by headquarters is properly posted and displayed within your Moose Center.”
  

• “Build a relationship with your local newspaper. Let them know when you are having a special event, such as a visit from our Supreme Governor; a new Pilgrim or Fellow; installation of officers; anniversary celebration of the Lodge or Chapter... we must ensure that our community is aware we have an active unit of our Family Fraternity in operation, in their backyard!”
  

• “Have your Community Service Chairman establish a relationship with the Mayor and City Council. While we never become involved in politics, we are always concerned about the needs of our communities.”
  

• “Most importantly, talk membership. Each of us took an obligation to strengthen our Defending Circle on the day we became a member... let’s be a mentor to the new member; to the member who never participates; the member who feels he feels he doesn’t fit in. Simply invite him to come to a function at the Lodge-- then make sure he doesn’t sit by himself!”