You Have to Stand Out to be Outstanding

Award-winning Temple Offers Tips for Creating Communications That Nobles Love

When Oleksii Chuiko gets into the creative zone, he keeps these concepts top of mind. As the Shriner in charge of communications for Asiya Shriners in San Mateo, California, Oleksii is inspired to use a bold, unconventional approach to draw his readers in.

And it’s working. In 2023, Asiya Shriners earned a Dromedary Award for best in email communications for their Units and Clubs Updates campaign, and in 2022 they took the top prize in the magazine category for Salaam, which is published three times a year.

“Our main strategy is to ensure that our communications are clear, concise and include a call to action. Humor is essential, and our nobles are responding to a less formal, more creative approach,” said Oleksii, who is director of operations for Asiya Shriners. “Whether it's an invitation for an upcoming event or a request for volunteers, we always provide a way for nobles to engage directly. User friendliness of the entire process cannot be overemphasized,” he added.

Recognizing that each unit and club operates with its unique flair and focus, Units and Clubs Updates captures the activities that members passionately organize and engage in. Inspirational spotlights showcasing the hard work and dedication of nobles motivate others to actively contribute to their respective groups. It is less about disseminating information and more about crafting an engaging narrative of their shared journey.

“Asiya Shriners’ use of bold, colorful graphics and their clever approach to content are different from many other Shriner publications and make them really stand out,” commented one of the Dromedary Awards judges.

Oleksii shared that it takes courage to be different. “You can only be outstanding when you stand out,” he said. “This means we're constantly pushing boundaries, exploring untapped themes, employing humor, and embracing a bold aesthetic that might be considered unorthodox in the traditional Shrine landscape.”

Reflecting on advice he would share with other temples about communication and engagement, Oleksii encouraged others to dare to break the mold. He gave a few practical tips:

• Stay pertinent in your messaging.
• A picture is worth a thousand words, but a flood of photos can drown the message.
• Leverage QR codes and links to guide your nobles and readers towards extended content on your digital platforms.
• Always include a call to action.
• It's about quality, not just quantity, and directing engagement to where it thrives most!

“Don't be afraid to be different and step outside of the comfort zone,” he said. “We capture unforgettable moments, putting the spotlight on our Shrine family's joyous experiences. This approach not only preserves our cherished times but also highlights the genuine excitement of our fraternity to outsiders. Memories never expire, and nothing is more compelling than a shared smile or laugh captured within the pages of our next issue.”

View the winners.