Marketing DeMolay The Next

Crusade!!!

Communication Model

1.Company or Person create the message(source)

2. Message is transmitted through a device (channel)

3. Consumer or audience receives the message ( receiver)

Audience - Psychographics

Description of people's lifestyles and behaviors. interests values behaviors groups

Demographics/Psychographics

Need to know both demographics and psychographics to determine target audience.

Match media to target audience (i.e. social media for teens)

And when the target audience is identified, then you’ll have an idea of what your key message should be and convey it.

More Psychographics

Psychographics (attitudes) examples Need for status Role of Money (does it buy material

things, self esteem ,etc. Ethics “moral compass” Risk-taker vs. Conservative Spendthrift vs. Hoarder of money

Diffusion of Innovation

Innovator: Brave people – Leading the charge

Early Adopter: Opinion Leaders , trying out new ideas ,but in a careful way

Early Majority: Careful but accepting change more quickly than average.

Late Majority: Skeptical people, will use new ideas only when the majority is using it.

Laggards: Traditional people, caring for the “old ways” , only accepting it when it is mainstream or even traditional.

Innovation Curve

Audience DemographicsDescriptions of physical traits and

socioeconomics factors of a population

CONSUMER DEMOGRAPHICS

BUSINESS DEMOGRAPHICS

Age Gender Household Income Occupation Marital status Presence of children

in the home Geographic location

Job title Industry Type Annual sale Number of

Employees Geographic location

The Battle Plan(market reseach)

We started out with a survey asking active DeMolay Who Introduced them to the order….

Fam

ily

Frie

nds

Open

House

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10152025303540

Series 1Series 2Series 3

(marketing reseach)

What attracted you….

Fun

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ood

Scho

lars

hips

Mas

onic

Bette

r the

mse

lvie

s0

5

10

15

20

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Series 1Series 2Series 3

(marketing research)

What do they now like about DeMolay…

Brot

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ood

Fun

Activ

ities

Lead

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ip

Ritual

0

4

8

12

16

20

Series 1Series 2Series 3

The Armoror

the Texas DeMolay Prospect Party Planner

We used the Texas DeMolay plan as an outline to put together a successful Prospect Party!!!

It lays out the party in 7 easy steps… Step#1 Select your target group (10 weeks before) Step #2 Choose your event type ( 10 weeks before) Step#3 Location, Date & Time (8 weeks before) Step#4 Get the word Out (6 weeks before) Step#5 Get Ready! and Have food/ drinks(3 weeks

before)REMINDERS!!!!(1-2 weeks before) Step#6 Hold the event!!! Step#7 THE MOST important step!!! Follow UP!!!

(The Week After the Event!!!)

DeMolay Laser Tag&

Pizza Night

Where: Laser Zone Address …When: Aug. 10th 2014Sponsored by : BM Chapter of DeMolayTime: 5 pm – 7 pm Cost: Free for young guys 11-15

Welcome to The DeMolay

Laser Tag and Pizza Party!!!

Sports and Pool

NightWhen: Aug. 17th 2014Time: 2 pm -6 pmWhere: 1313 Mockingbird LaneCost: TOTALLY FREE!!!!Bring your sports gear and swimming trunks. There will be a cook out with food and DrinksSponsored by: G.F.M. chapter of DeMolay

Welcome to The DeMolay

Sports and PoolPicnic !!!

Game Night

Where: Memorial ParkWhen: Aug. 15th 2014Time: 4 pm – 6 pmSponsored by: Towson Chapter Order of DeMolayCost: Free to kids 8-14Carnival games, Food and Drinks and Prizes

Welcome to The DeMolay

Carnival Game Night!!!

The Victory

Mass Communication

Communication that occurs …

“from one person or a group of persons send

a message through a transmitting device (a

medium) to large audiences or markets.”

Biagi – Media/Impact p. 8