AnnualReport2021

membership details. The consolidation moves Shriners Village to the ShrinersInternational.org domain, which streamlines the organization’s digital channels and increases engagement and cohesion. One of the most dramatic transformations is the design and interface that improves compatibility and usability on mobile devices. Also, each temple will now have its own directory page to improve direct access and information for prospective members and the public. The anticipated launch date for both new sites is the summer of 2021. The digital team also redesigned the East-West Shrine Bowl TM website. Key improvements include a new look and feel that highlights the support received by the National Football League (NFL) and puts the players in the spotlight. This new design also streamlines ticketing and provides more news and media tools. The digital teammanages all aspects of the Shriners Hospitals for Children website as well as the sites for Shriners International, membership recruitment, Imperial Session, Shriners Hospitals for Children Open, East-West Shrine Bowl and our intranet. Social Media Social media continues to be an important part of our communications efforts, bringing our messages and stories from across the health care system and fraternity directly to our supporters and others interested in our missions. System-wide we have an audience of 1.24 million with the largest increases continues to be our largest audience and saw an increase of 18% for new fans and a double-digit overall increase in engagements (reactions, shares and comments). New this year for the fraternity is a presence on LinkedIn, focusing seen on Twitter and Instagram, both at 30% growth. Facebook

With the ongoing pandemic, the Shriners Hospitals for Children #BrightSpot feature continues to bring positivity and good news to social feeds. We also offer health information from our providers aimed at helping families cope with stresses and challenges due to the pandemic and amplifying CDC safety and educational messages. Social media continues to highlight our partnerships, such as NASCAR Drivers Jesse Little and David Ragan, as well as providing support for ongoing donor campaigns through organic posts on Facebook, Twitter and Instagram. With fan access limited at some of our in-person signature events, such as the Shriners Hospitals for Children Open TM , social media played a larger role in bringing these events to the fans, along with a reminder of their purpose. Digital Asset Management The digital asset management system (DAM) has allowed us to consolidate our digital marketing assets and organize them in an easily searchable way that allows for instant access, bulk uploads, metadata, smart filters, tagging, search and different grid views of our approved marketing materials from anywhere, anytime. It has also helped increase the productivity of our teams by reducing search time and speeding up the delivery of assets across time zones, languages and cultures. Since implementing this new system, our teams have roughly uploaded and shared more than 30,000 approved assets that include images, videos and documents. We continue to train departments throughout our organization and will continue to find ways that the digital asset management system can improve the work experience. Digital Magazine Stories of the Most Amazing Care Anywhere, Online At the end of 2019, Leaders in Care , the quarterly magazine of Shriners Hospitals for Children, adopted

make such an important difference in the world, and creating new, interesting ways to tell their stories.

Sincerely,

Mel Bower Chief Marketing and Communications Officer HIGHLIGHTS OF MARCOM’S PROGRAMS AND PROJECTS DIGITAL MARKETING

2020 was a very busy year for the digital marketing team at Shriners Hospitals for Children and Shriners International. Both organizations began the year with the intention of transforming our digital properties. This project consumed a majority of the team’s resources as we worked through applying strategies to improve patient access and acquisition, increase donation collection and donor cultivation and improve membership engagement and recruitment for the fraternity. Early in the year, we focused on defining the requirements and creative direction to inform the designs that will make up the revised digital image for both organizations. This included discovery sessions with stakeholders from both organizations. Key features of the new Shriners Hospitals for Children website include updated mobile-first interface, consolidated care content, a centralized provider database and most importantly, improved tools for patients, families and providers to submit referrals and request appointments. Additionally, the capabilities of the website will include dynamic localization based on user preferences to create a homogeneous experience regardless of the user’s location. Important elements of the new Shriners International website include a consolidation of the various websites Shriners need to access to obtain member resources and update their

on membership and Masonic communications, and a private

Facebook group for those pursuing the Membership & Marketing Masters Class Certificate.

2020-2021 YEAR IN REVIEW

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