PUBLIC IMAGE Putting Resources in YOUR Hands PDG Clint Schroeder - - PowerPoint PPT Presentation

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PUBLIC IMAGE Putting Resources in YOUR Hands PDG Clint Schroeder - - PowerPoint PPT Presentation

Mar 12, 2024 125 likes •339 views

PUBLIC IMAGE Putting Resources in YOUR Hands PDG Clint Schroeder Spring 2020 OUTCOMES/OBJECTIVES Discuss importance of the Rotary Brand experience Analyze current state of brand adoption in our district Be introduced to new

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PUBLIC IMAGE

Putting Resources in YOUR Hands

PDG Clint Schroeder Spring 2020

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District 5080 Spring Training

OUTCOMES/OBJECTIVES

  • Discuss importance of the Rotary Brand

experience

  • Analyze current state of brand adoption

in our district

  • Be introduced to new branding tools
  • Embrace your role in Rotary Brand

adoption

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https://youtu.be/dZqN81aB9p0

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WHAT IS BRAND?

“Brand is a guide or a lens for the way you think, the way you act, and the way you communicate, brought to life, at every point of interaction with your audiences, both internal and external”.

Hayley Berlent, siegel + gale strategist

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District 5080 Spring Training

ELEMENTS OF OUR ROTARY BRAND

  • Essence
  • Values
  • Voice
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District 5080 Spring Training

WHAT IS “BRAND EXPERIENCE?”

  • Successful organizations don’t

just have a brand identity -- they create a total brand experience

  • Emotional connection

(attraction, trust, loyalty)

  • FEEL the brand
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District 5080 Spring Training

ROTARY’S CURRENT “BRAND EXPERIENCE?”

Are we delivering on promise of our intended Brand Experience?

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District 5080 Spring Training

WHERE ARE WE NOW?

Think...

  • Have YOUR assets

changed?

  • Websites?
  • Facebook Pages?
  • Instagram?
  • Printed Materials?
  • Banners?
  • Shirts?

Are there implications for not making the changes?

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District 5080 Spring Training

WHERE ARE WE NOW?

Why is ongoing investment in brand and public image important to any organization? Can you name a corporate brand change that required an investment to be consistent?

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District 5080 Spring Training

Corporate Logo Histories: Brand Consistency is Key!

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District 5080 Spring Training

WHERE DO WE WANT TO BE?

Small Group Work

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District 5080 Spring Training

WHERE DO WE WANT TO BE?

  • What does 100% Rotary Brand adoption mean for
  • ur District and Clubs?
  • What needs to happen in our District and Clubs to

finish the job of brand adoption?

  • How will you inspire, motivate, incentivize Clubs

to adopt the Rotary Brand?

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District 5080 Spring Training

PEOPLE OF ACTION

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District 5080 Spring Training

  • Narrow gap between awareness & understanding
  • Define ‘What is Rotary’ and our impact
  • Localize ads for relevance
  • Lay foundation for member attraction and

engagement, contributions and partners in service

PEOPLE OF ACTION CAMPAIGN STRATEGY

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District 5080 Spring Training

PEOPLE OF ACTION ASSETS

  • Videos
  • Print Ads
  • Outdoor ads
  • Digital Ads
  • Radio spot
  • Brochure
  • Campaign guidelines
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District 5080 Spring Training

PEOPLE OF ACTION CAMPAIGN

Build understanding: First wave…Of Rotary; position us as People of Action Second wave…Of the Club; experience and value

  • f membership

Third wave…Around areas

  • f focus
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District 5080 Spring Training

YOUR ROLE

Build a network Spread the word Gather and share Familiarize yourself

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https://youtu.be/5kBe_adY4SU

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District 5080 Spring Training

NEXT STEPS

  • Empower additional Brand

Ambassadors

  • Build Skill-Based Teams
  • Utilize Zone Website & Team
  • Live and Enhance Rotary

Brand!

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District 5080 Spring Training

THANK YOU!