CONVERSATIONS TO ACTIONS A presentation to District Assembly 9830 - - PowerPoint PPT Presentation

CONVERSATIONS TO ACTIONS

A presentation to District Assembly 9830 Philip Archer May 2014

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Rotary…there’s nothing else like it! It’s where conversations turn into actions.

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Introduction of the New RI Brand

We have been fortunate with the tim ing of the RI brand changes...we were able to launch a nationwide PR cam paign to coincide with the request to everyone to refresh their brand im age on all Rotary assets.

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Our vision & objective

Our vision...

• To be one across Australia
• To be united
• To collaborate

For the first tim e w e a re send ing one m essa g e a cross Austra lia ! Our objective...

• Not just to attract a new, younger and diverse range of

people to Rotary, but to attract the right people.

• Enhance brand recognition, understanding and trust.

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What has been achieved…

A ga m e-cha nging PR ca m p a ign d ev elop ed in line w ith the Zone Mem bership Dev elop m ent Pla n is up a nd going.

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How we are doing it...Rotary Ambassadors Program

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How we are doing it...

We have identified some amazing ambassadors who are promoting Rotary, membership and our activities:

• Dr Jonathon Welch
• Bev Brock
• Peter Jones
• Rob Pennicott
• Nathan Ashdown
• Michael McQueen

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How we are doing it...Zone Website & Facebook Page promoting the great work of our Members & Clubs

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www.rotaryaustralia.org.au

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www.facebook.com/rotarydownunder

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How we are doing it...Membership Brochure

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Membership Brochure—a clever, simple story that unfolds, one that non-Rotarians get what we do

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How we are doing it...Partnering with Rotary Down Under

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Partnering with Rotary Down Under

Strong partnership with RDU that allows us to prom ote the cam paign internally:

• The December issue had an article covering the

Conversations to Action campaign featured on the front cover; the February issue which has just been released, details the Zone Membership Development Plan via an insert flyer – this is great communication of our major campaign for all members..

• Elissa Nolan from RDU tracks and promotes stories

daily through social media, particularly Zone Facebook:

• ver 7,000 visits to the new website launched 24

September, 87% being new visitors to Rotary

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How we are doing it...Whole-of-Club Programs

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Whole-of-Club Programs

• Social Inclusion Week
• Rotary Birthday
• International Wom en’s Day

Celebrations

• Rotarians & Friends @ Work

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The Campaign to Date

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The Campaign to Date

Australian Rotary Website Launched Septem ber 20 13 Mem bership Brochure Novem ber 20 13 (3 per every Rotary m em ber given out) Pull-Up Banners Novem ber 20 13 Social Media Platform / Facebook Novem ber 20 13 Rotary Am bassadors’ Program launched Novem ber 20 13 First Flight of National Radio Advertising Novem ber 20 13 Rotary Down Under Front Page Decem ber 20 13 Second Flight of National Radio Advertising February 20 14 Rotary Down Under Cam paign Insert February 20 14

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The Campaign to Date

Whole-of-Club Program s: Rotary’s Birthday February—Club involvem ent International Wom en’s Day National Rotary Events-- $50 ,0 0 0 sponsorship from Officeworks & $12,0 0 0 from Transport Accident Com m ission Rotarians & Friends at Work – April Other Opportunities: Rotary International Conference, Sydney, June– Public Awareness District Conferences, PETS, District Assem blies— Mem ber Engagem ent

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How we measure it

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How we measure it

Who’s viewing our ads?

• Tracked using software ‘Meltwater’

Who’s visiting our website?

• Tracked through Google Analytics

How m any free ads have we received (Com m unity Service Ads and filler ads)?

• Reported by Mitchell Media

District Governors receive sim ple to read dashboard form at reports on results.

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Getting fit for conversation...

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Getting fit for conversation...

We are now working to m ake sure our Mem bers and Clubs are encouraged to:

• Embrace the Zone Membership Development Plan
• Undertake a Club Visioning exercise
• Share their stories through our Zone Facebook page so that we can

promote their wonderful work

• Know how to use the marketing collateral
• Promote Rotary PR real estate
• Be actively involved in Whole-of-Club programs
• Work together to engage Rotary and change lives
• Focus on what we are doing well and not on the past
• Get ready to welcome like-minded people.

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Public Image Campaign Strategy Going Forward

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Public Image Strategy Going Forward

The Australian Saturday 24th May 2014

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Public Image Strategy Going Forward

P.O.E.M. The strategy for the Public Image campaign, “Conversations to Actions”, is best summed up as follows: P: Paid Media O: Owned Marketing Real Estate E: Earned Prom otion & Advertising M: Measured Mom entum

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P: Paid Media

We have paid for:

• A new Australian Zone website: $12,000
• A social media platform: $30,000 will be spent this year
• Marketing collateral including the Rotary Ambassadors’

campaign, banner ads (can be downloaded from the Australian Rotary website) and social media images, radio advertisements

• Pull-up banners for all Districts ($30,000)
• Membership PR marketing flyer ($12,000)
• Three flights of national radio ads ($350,000)

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O: Owned Marketing Real Estate

Rotary has always owned great m arketing PR real estate—we just haven’t prom oted it enough! Our members and clubs are inspirational—we need to capture and share these stories through our social media and media contacts. Examples of Rotary “Owned” Marketing Real Estate:

• Polio Plus
• Rotary Youth Leadership Awards
• Youth Exchange
• Interplast & ROMAC
• Shelter Box & Disaster Aid
• Ambassadorial Scholars & Peace Fellows
• Group Study Exchange
• Street Swags and numerous other local Club initiatives and programs

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E: Earned Promotion & Advertising

Achievem ent of:

• Free community service announcements (radio)
• Free media publicity
• Sponsorship dollars from corporates and government

supporting our activities

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E: Earned Promotion & Advertising Contd...

What we have Earned so far:

• A minimum of one free radio advertisement per paid advertisement
• Hundreds of Community Service Announcements from radio stations

that have come to our support

• In Perth (Western Australia) we have been given 248 X 30 second

radio ads at no cost – we have paid for 48 X 30 second radio ads

• Our social media investment has resulted in reaching 617,000 plus on

Twitter; over one million impressions/ circulation numbers through

• ur Australian Rotary website; over 20,000 pages viewed on the

website; 2,300 views of Rotary Clubs around the country; 1,060 plus views of our “Contact Us” page

• From September to December, our Facebook followers grew from

1,263 to 1,347 and 50% of our Facebook followers are women.

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M: Measured Momentum

Over com ing m onths, the m ore we collectively work towards P.O.E. (Paid, Owned, Earned), the m ore we will achieve in M – m easured m om entum . This will give us a great platform to achieve the Zone Membership Development Plan and create awareness of Rotary’s work in the Zone.

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RI Convention, Sydney, Marketing

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Banner Advertising – Olympic Park Stadium

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Banner Advertising – Sydney Harbour Foreshore Authority

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Banner Advertising – City of Sydney

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Banner Advertising – Sydney Airport

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Billboard Graphics

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Magazine Advertising

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Retail Precinct Decals

Business Events in Sydney will be asking their Retail M embers to display these Convention Decals in their businesses

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Television Advertising Features our Ambassadors Dr Jonathon Welch AO, and Bev Brock

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Newspaper Promotion It’s envisaged the supplement will include a message front he RI President, Ron Burton, The Prime Minister of Australia Tony Abbott and the Premier of NSW Mike Baird and Governor General and from the industrialist, Lindsay Fox. Additionally the supplement will feature, the Rotary Foundation, the great work of Rotary and the 6 areas of interest, focus on diversity and the current push to eradicate Polio.

An 8 page supplement paid for by corporates

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Share Your Conversation...

What’s your Rotary conversation?

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