Build Your Strategy & Plan
Turn “we should post more” into a simple goal, a few priorities and a calendar you can actually maintain.
Strategy Before Tactics
Facebook is not a strategy. A flyer is not a strategy. A press release is not a strategy. Those are tools. Start with the result you want, then choose the tools that help produce it.
A Simple Strategy Loop
DEVELOP STRATEGY → CREATE PLAN → SET CALENDAR → EXECUTE → MEASURE → OPTIMIZE
You will repeat this loop. Marketing is not a one-time project that is finished after thirty days.
1. Choose a Practical Objective
A useful objective connects Lodge activity to a result. For example:
| EXAMPLE OBJECTIVE Increase awareness of the Lodge’s traditions and principles and strengthen community involvement by hosting regular public activities and publishing consistent educational, charitable and community content. The goal is to make the Lodge more visible and connected, allowing interested people to voluntarily seek more information. |
Make it more measurable when you can. Examples: increase event attendance, increase website inquiries, grow email subscribers, secure local calendar placements, publish twice per month, or generate a specific number of community partnerships.
2. Choose Your Priorities
Do not try to fix everything at once. Pick two or three things that matter most over the next 90 days.
- Make the Lodge easier to find online.
- Increase attendance at a public fundraiser.
- Show more of the Lodge’s charitable work.
- Publish regular Masonic educational content.
- Reconnect current members with Lodge activities.
- Build stronger relationships with local organizations.
3. Choose the Right Channels
Use channels because they fit the audience and the job, not because somebody said your Lodge “needs TikTok.”
| Channel | Good For |
|---|---|
| Website | Permanent information, history, events, contact, long-form content. |
| Local community reach, events, photos, groups, general updates. | |
| Photos, short video, visual storytelling and younger audiences. | |
| YouTube | Longer video, education, searchable evergreen content. |
| Direct communication with members, supporters and subscribers. | |
| Community Calendars | Local event discovery. |
| Local Media | Newsworthy events, charity impact, milestones and historical stories. |
4. Assign the Work
Write the name of the person responsible next to each recurring task. A plan without an owner becomes a wish list.
| Task | Owner | Frequency |
|---|---|---|
| Website updates | ____________ | As needed / monthly check |
| Social posts | ____________ | __________ |
| Event promotion | ____________ | Per event |
| Photos | ____________ | At activities/events |
| Local calendar/media outreach | ____________ | Per event / news item |
| Monthly review | ____________ | Monthly |
5. Use a Sustainable Rhythm
The original 30-day calendar is a useful training exercise, but 30 unique posts in 30 days can be too aggressive for a volunteer Lodge. Let content breathe. Reuse good ideas. Build a rhythm you can maintain.
| Rhythm | Example |
|---|---|
| Weekly | One timely update, photo, event reminder or educational item. |
| Monthly | One member/community/charity story and a quick performance review. |
| Quarterly | A larger campaign, open house, fundraiser or community partnership. |
| Annually | Major traditions, anniversaries, recurring fundraisers and community events. |
Your First 30 Days
- Days 1–5: Community engagement and charity.
- Days 6–10: Masonic education, values and history.
- Days 11–15: Community involvement and member stories.
- Days 16–20: Charity initiatives and local outreach.
- Days 21–25: Event updates, local calendars and media/community amplification.
- Days 26–30: Review engagement and feedback; decide what to repeat, stop or change.
| USE THIS AS A MENU, NOT A QUOTA You do not have to publish every day. The purpose is to help a beginner see the range of stories a Lodge can tell and then choose a sustainable cadence. |
| NEXT STEP Continue to Create, Publish & Promote. Your strategy tells you what matters; now turn real Lodge activity into content people can see and understand. |
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