PROMOTING ROTARYS PUBLIC IMAGE LEAD YOUR CLUB: LEARNING - - PowerPoint PPT Presentation

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PROMOTING ROTARYS PUBLIC IMAGE LEAD YOUR CLUB: LEARNING - - PowerPoint PPT Presentation

May 09, 2023 38 likes •280 views

PROMOTING ROTARYS PUBLIC IMAGE LEAD YOUR CLUB: LEARNING OBJECTIVES By the end of this session, you will be able to: Communicate the market research findings that inspired Rotarys latest messaging and public image campaign

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PROMOTING ROTARY’S PUBLIC IMAGE

LEAD YOUR CLUB:

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  • Communicate the market research findings

that inspired Rotary’s latest messaging and public image campaign

  • Integrate the new Rotary public image

resources into your communications efforts

  • Identify the qualities and skills of a

successful public image chair

LEARNING OBJECTIVES

By the end of this session, you will be able to:

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ENHANCING PUBLIC UNDERSTANDING

Increased awareness Increased membership and contributions Partnerships and support for local projects Engaged members

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Communicatio ns strategy and planning Social media Event Public relations Media relations Creating media partnerships Media planning and purchasing advertising Sharing resources and training others Marketing and communicatio ns for nonprofits

SELECTING A PUBLIC IMAGE CHAIR MARKETING

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PUBLIC IMAGE NOW

  • We grow the top of the funnel
  • Membership as the qualifying/consideration stage
  • Your Audience should always be top of mind
  • You don’t have to go it alone
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PUBLIC IMAGE RESEARCH FINDINGS (2015)

75% 65% 41% 0% 25% 50% 75% 100%

Aware of Rotary Familiar with any Rotary program Familiar with local Rotary clubs

Global Rotary Recognition

Yes No

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Not earning full credit for

  • ur good work

HARDER TO REACH OUR FULL POTENTIAL

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BRANDS EVOLVE

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BRANDS EVOLVE

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BRANDS EVOLVE - EVEN ROTARY!

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Members are:

Male Older Exclusive At different educational/professional levels

COMMON BELIEFS

Rotary is for people “not like me”

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Which one is your sign?

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AWARENESS OF ROTARY

96% 95% 95% 87% 87% 86% 78% 74% 73% 71% 69% 64% 63% 58% 50%

0% 25% 50% 75% 100% INDIA NIGERIA TAIWAN BRAZIL AUSTRALIA ARGENTINA SOUTH AFRICA ITALY UK CANADA KOREA USA FRANCE JAPAN GERMANY

Series 1

Rotary enjoys nearly universal awareness in India, Nigeria, and Taiwan. Awareness in Brazil and Australia is also high.

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CASE STUDY

A local doctor volunteers at a community 5K that raises money for charity. The event is called the Annual Run Toward Polio Eradication, sponsored by the Springfield Breakfast Club. The doctor has a great experience at the event, and she feels good about the time spent supporting a worthwhile cause. A year later, she is asked to join Rotary. She declines because she’s never heard of it. How could this outcome have been different?

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CASE STUDY

Could an image like this have helped?

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NEW AND ENHANCED RESOURCES

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NEW AND ENHANCED RESOURCES

  • 30- and 90-second

videos

  • Print, outdoor, and

digital ads

  • Radio spots
  • Messaging guide
  • Event Planning Guide
  • Social Media Guide
  • Public Relations Guide
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NEW AND ENHANCED RESOURCES

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NEW AND ENHANCED RESOURCES

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  • Increased awareness
  • Greater understanding
  • More opportunities
  • Better storytelling
  • Stronger

relationships

MEASURE IMPACT OVER TIME

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KEY RESOURCES

  • Brand Center
  • Press Center
  • Public Relations page
  • pr@rotary.org

PIC Rotary Showcase

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WHAT’S THE STORY?

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WHAT’S THE STORY?

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ACTIVITY: TELL YOUR ROTARY STORY

  • Think about a moment in Rotary that touched

your heart.

  • How do you tell that story to inspire others?
  • Tell your story - you have THREE minutes