The Grand Lodge of Rhode Island, a fraternal organization, wanted to generate interest among men in the Providence area who might want to become members of their organization, also known as a Freemason. The primary Masonic activities are community service and charitable work.
Masonic Grand Lodge of Rhode Island
Objective
The organization wanted to increase website visitation and encourage men to learn about Grand Lodge, what it offers, and provide a comprehensive view of who can become a Freemason.
Strategy
The target audience was men over 18 years old. To maximize reach on a small budget, they chose to utilize billboards in order to capitalize on the low CPM and target audience geographic coverage. To measure effectiveness of OOH, they incorporated a unique website into the billboard ads to quantify visitation. The Grand Lodge looked at billboard locations located both on and of major interstates. In Providence, Interstate 95 has the highest amount of traffic, but billboards along the highway command the highest rate as a result. The off-interstates routes, 10 and 295, reach a different traffic pattern, but are also less expensive on a monthly basis. To maximize the budget, the campaign used billboard displays on all three highways to generate visibility for the longest amount of time. Their original design pictured one man, but the Grand Lodge determined it would be more representative of their organization and appealing to more individuals to have the billboard ad feature a more diverse mix of men.
Plan Details
Campaign Posting Dates:
- February 20 - April 2, 2023
- May 15 - June 11, 2023
- July 24 - August 20, 2023
OOH Formats Used: Static bulletins
Target Demographic: Men 18+
Budget: Under $10,000
Campaign Impressions: 2,270,624
Campaign Reach: 45%
Campaign Frequency: 6.9
