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.
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
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
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!
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.