Rotary public outreach strategies
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Gain insight into how you can connect your local Rotary club and its activities to make it better recognized in your community. Learn how you can use traditional, social, and public outreach events to promote Rotary, and how public relations resources for clubs and districts, including Rotary’s Brand Center, help make public outreach easier.
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Rotary public outreach strategies
- 1. 2014 ROTARY INTERNATIONAL CONVENTION Connecting Rotary to your Community Through Public Outreach
- 2. INTRODUCTION PDG Dr. Rajindar Singh RPIC Zone 6B TAKE ACTION, EXCHANGE IDEAS, JOIN LEADERS
- 3. Never Heard of Rotary Know Name Only Some Familiarity SURVEYS SHOW
- 4. CONSISTENT MESSAGING • Tell a compelling story • How you bring leaders together • Exchange ideas • Take action to improve your community • More conversational & authentic—avoid “Rotary speak” • More consistent visual identity
- 6. SOCIAL MEDIA PDG Günes Ertas RPIC Zone 20B TAKE ACTION, EXCHANGE IDEAS, JOIN LEADERS
- 7. TAKE ACTION, EXCHANGE IDEAS, JOIN LEADERS
- 8. Once upon a time
- 9. What is Social Media?
- 11. World of Social Media
- 13. EXAMPLES
- 14. EXAMPLES
- 15. ROTARY’S BRAND PDG Howard Tong RPIC Zone 7B TAKE ACTION, EXCHANGE IDEAS, JOIN LEADERS
- 16. ARE WE CONNECTING? A plan? A budget? Who? When? How?
- 17. JOIN LEADERS EXCHANGE IDEAS TAKE ACTION Our Essence
- 18. OUR ‘NEW VISUALS’ ARE … Consistent Modern Clear
- 20. OUR ‘NEW VISUALS’ ARE …
- 21. OUR ‘NEW VISUALS’ ARE …
- 22. OUR ‘NEW VISUALS’ ARE …
- 23. OUR ‘NEW VOICE’ IS … Smart Compassionate Persevering Inspiring
- 24. OUR ‘NEW VOICE’ IS … Active Positive A clear ‘Call to Action’ No ‘Rotary speak’
- 25. MEMBERSHIP BROCHURES Imagery is relatable and conveys human connections Clear call-to-action Balances local and global Speaks to the intersection of business/professional leaders and service
- 26. RECENT NEW ZEALAND CAMPAIGN VISUALS
- 27. RECENT NEW ZEALAND CAMPAIGN VISUALS
- 28. USING OUR NEW VOICE AND VISUAL IDENTITY 5 ACTIONS: 1) Update your website and Facebook page 2) Agree a budget for marketing 3) Adopt new logo 4) Tell compelling stories with consistent message 5) Bang the drum and don’t stop!
- 29. ROTARY RESOURCES Jane Lawicki Manager, Public and External Relations TAKE ACTION, EXCHANGE IDEAS, JOIN LEADERS
- 31. What You’ll Find Logos
- 33. YOUR CLUB LOGO
- 34. FOUNDATION LOGO
- 35. What You’ll Find Guidelines
- 36. What You’ll Find Advertisements
- 37. What You’ll Find Promotional Materials
- 39. Rotary’s New Look in Action
- 40. NEW What’s Rotary? wallet card (419)
- 41. NEW Versions Coming Soon… (Training Materials) (Promotional Materials) (Video) (Brochure)
- 42. Questions? How do you? Where can I find? What would you do if… What did you mean when?
Notas do Editor
- Our ‘Essence Statement’ emphasises 3 main themes - we Unite Leaders, we Share Ideas and we Take Action. Research has clarified who we are (responsible leaders) what we do (connect), and why it matters (community impact). Further – this research has pointed to ways we can articulate these strengths in a compelling way. Are we easily recognised - are we visible? (VISUAL IDENTITY) Are our messages clear, consistent and relevant? (NEW VOICE)
- I recently saw this invite for a community meeting with New Zealand’s Prime Minister. Certainly a high profile event - something Rotarians do so well world-wide. What I want to draw your attention to here is the use of our new identity on the poster. Even at a distance you can see the word ‘Rotary’. In the past we would have only used the Rotary wheel – now we are encouraged to use this newly released logo. Of course our logo is only part of our brand. And our brand involves the emotive connection others have with Rotary’s work and people.
- Clear, consistent and unmistakably ‘Rotary’
- This new identity gives a clear, fresh and attractive new visual impact. Here is a Facebook page.
- Here is a poster promoting our ‘World’s Greatest Meal’ promotion. Consistent Modern Clear
- And another – an imagine the impact not only in your own community with all the various Clubs using the same visual identity. And imagine the impact when it is starts being used consistently across the world. Clear Modern Consistent
- As well as a clear and recognisable and consistent visual identity – we have been encouraging Rotarians to use the ‘new voice’. You might well ask – what is it? How we operate – based on extensive survey and analysis – can be summarised in these four words. We are a Smart organisation! We look at problems from different angles and apply our expertise to address social issues in ways others cannot. We are insightful and discerning. Knowledgeable Perceptive Confident We are Compassionate with what we do. Tackling the world’s toughest challenges requires empathy. We champion real people and stories that are relatable and universal. Thoughtful Sincere Engaging We are Persevering We find lasting solutions to systemic problems at home and abroad. We speak with clarity and conviction. Bold Purposeful Courageous And finally we are Inspirational. Motivated by the enduring connections and positive change we bring to communities and the world, we encourage others to take action. We convey hope, enthusiasm, and passion. Upbeat Hopeful Visionary Who would not want to join Rotary?
- How about an example: In the past we may have said something like this: “Rotary is ordinary people around the world working together to clean the environment, end polio, improve our communities, and accomplish other extraordinary things. Learn more at Rotary.org” With the new ‘Rotary voice’ conveying the same message it goes like this: “It’s amazing what we can accomplish when hearts and minds work together. See how leaders from countries, cultures and occupations around the world are taking action – to enhance health, empower youth, promote peace, and improve their community. Join leaders at a Rotary Club near you.” It’s active, inspiring, inviting. It balances compassion (hearts) and intelligence (minds) It defines leadership by mind set (diverse perspectives) and action It clarifies our impact It includes a clear call to action. It is using pronouns (you and we) It used short sentences It is positive It has an ‘active voice’ It is easily understood It is direct
- Now when you join together the new ‘visual identity’ and the ‘new voice’ we have a fresh impact to assist us in connecting effectively with our community.
- An example on the streets using the ‘new voice’
- And others – a simple message and a clear identity
- Great – thanks Howard!! But how can I help? What can I do? Simply – Audit, check, review your current image Set aside funds to take action Get the new logo in place – banners, correspondence Start using the ‘new voice’ in your contact with the community Band the drum! And keep banging! Promote Rotary through Persistent, Positive and Prominent Publicity.
- Jane to provide a brief introduction
- Purchase these at Rotary’s bookstore or online at shop.rotary.org
- PLEASE NOTE: Rajinder will thank all panelists and open the floor for questions at this time. Remind the Rotarians to state their name, where their from and who their question is directed at.