AnnualReport2020

Marketing and Communications

Defining the Missions The missions of Shriners International and Shriners Hospitals for Children are both similar and distinct. The enthusiastic, creative corporate marketing and communications staff is responsible for promoting these missions clearly and consistently, supporting specific goals of the two organizations, and protecting the brands and public image of the fraternity and the philanthropy. The staff also works to raise the profile of both organizations by providing information in updated, interesting ways. Expanding Our Digital Influence The digital team continues to work on updating and enhancing philanthropy. The goal is to redesign shrinershospitalsforchildren.org and shrinersinternational.org in ways that will increase organizational efficiency, advance the user experience on all devices and elevate both brands, ultimately creating an exceptional website experience for users. This is an incredibly large undertaking, but when completed, the organizations will have websites that can attract, encourage and retain viewers. The new health care system website will offer improved accessibility features, custom page designs for each content category, an advanced physician directory and new personalization technology. shrinersInternational.org will have a revised content strategy, intuitive member dashboard with WebFez integrations, enhanced membership recruitment tools and an easy-to-use temple directory. It is estimated the corporate websites and is intent on creating state-of-the art, "next-generation" websites for both the fraternity and the

that the websites will be market- ready by winter 2021.

Children: the kind of care provided, the quality of our care and who could or should be treated by our health care system. These three common misconceptions inspired the campaign slogan The Most Amazing Care Anywhere . The slogan was emphasized through footage of our patients enjoying living life without limits, while care was depicted as compassionate, advanced and personalized. The three commercial titles supported the campaign slogan and reflected the care provided by our health care system. Whatever It Takes: This commercial communicates that our providers and facilities go beyond the standard of care offered by other health care providers, helping to show that charity care and high-quality care can be synonymous. This commercial emphasizes that our care exceeds expectations and that makes it amazing. Doctors: This commercial communicates that our physicians, researchers, therapists, nurses and staff are leaders in their specialties; and demonstrates that the medical and clinical staffs of Shriners Hospitals for Children are the ones who make the care patients receive amazing.

Patient Acquisition Campaign

In June of 2019, Shriners Hospitals for Children launched its first-ever nationally coordinated patient acquisition marketing campaign. The effort consisted of an initial six-month test flight promoting the orthopaedic specialties offered in 16 markets across the country. The campaign targeted parents, with a focus on mothers between ages 25 to 49 because research identified that mothers are most frequently the medical decision- makers in American households. The campaign utilized a multimedia strategy that included strategically placed television commercials, highly targeted social media and search marketing, and carefully placed billboard, bulletin and transit advertising. Strategic planning and focus group sessions were conducted in St. Louis, Missouri; Tampa, Florida; and Sacramento, California. These focus groups identified three main misconceptions consumers had about Shriners Hospitals for

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