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New branding

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  • More than 200 pages of detailed findings can be distilled to three key implications…and Rotary’s strategy and future direction begin right here. Rotarians are responsible leaders , both socially and ethically. For Rotary we define leadership by mindset , not title. Some of us hold senior titles, CEO, partner, school principal. Others are leaders because they step forward to tackle some of their community’s toughest challenges. When people step forward as Rotarians, they ARE leaders. Connecting always will be a driving force behind Rotary We are a membership organization. Connecting celebrates our membership and the friendships and bonds we form. Rotary is not just about global impact. Rotary creates community impact on a global scale.
  • At the January Board meeting, you approved our new essence statement. The Trustees followed with their approval in April. Rotary unites leaders from All continents, cultures and occupations to exchange ideas and take action for communities around the world. This statement was thoroughly researched with Rotarians and prospects…to discover the precise language that rings true to Rotary and is also compelling to our prospects. At the center are three thoughts that resonate strongly. Rotary unites leaders …we are a catalyst for improving our communities. We exchange ideas …bringing our expertise and our diverse perspectives to bear on community problems. Then…because ideas are only the first part of the solution…Rotarians take action . You’ll recall that our essence statement is meant to be “behind the scenes.” You may also recall Siegel+Gale found the #1 response to the question, “What is Rotary?” is “Um.” A hesitation. By taking these three thoughts…UNITES LEADERS….EXCHANGE IDEAS…AND TAKE ACTION…we can help every Rotarian to create their own “elevator speech.” Each one reflecting their personal Rotary experience and culture. For instance…my elevator speech is: “ Rotary brings together the kind of people who step forward to take on some of the toughest challenges in communities everywhere.”
  • Our brand strategy brings Rotary’s core values to life in a more active voice…so we can truly live those values. Fellowship becomes  We build lifelong relationships. Ethics becomes  We honor our commitments. Diversity becomes  We connect diverse perspectives. And our vocational expertise, service and leadership become  We apply our leadership and expertise to solve social issues.
  • Our Rotary Youth Leadership Awards graphic buries a tiny Rotary wheel in its midst. If the audience is young people, who among them will know or be able to read what’s inside that small wheel? [CLICK TO BUILD] Our new approach brings the RYLA mark into Rotary’s color palette. It addresses the problem with all acronyms…they don’t work in languages…and it addresses the problem by putting the words “Rotary Youth Leadership Awards” below the logo. This could be accomplished in Portuguese, French, German, Japanese or any language. Finally, note that the Rotary Signature (logo) always appears with the RYLA logo. Here…on the sleeve.
  • Here’s how we would treat a local service project. It’s absolutely clear, that “Day of Service” is a project of Rotary Club of “somewhere.”
  • When we have a partner relationship or for our internal campaigns…we are again clear—visually—about that relationship. This is a project of Rotary.

Transcript

  • 1. STRENGTHENING ROTARY
  • 2. STRENGTHENING ROTARY | RESEARCH: IMPLICATIONS • Rotarians are responsible  leaders –Define by mindset • Connecting always will be a driving force behind Rotary • Rotary creates community  impact  on a global scale
  • 3. STRENGTHENING ROTARY | Rotary unites leaders from all continents, cultures and occupations to exchange ideas and take action for communities around the world.
  • 4. STRENGTHENING ROTARY | STRATEGY: BRINGS OUR VALUES TO LIFE Diversity We connect diverse  perspectives. Vocational expertise, Service and Leadership We apply our leadership and  expertise to solve social issues. Ethics and integrity We honor our  commitments. Fellowship and global understanding We build lifelong relationships.
  • 5. STRENGTHENING ROTARY |
  • 6. STRENGTHENING ROTARY |
  • 7. STRENGTHENING ROTARY | PROGRAMS
  • 8. STRENGTHENING ROTARY | SERVICE PROJECTS – LOCAL
  • 9. STRENGTHENING ROTARY | PARTNERSHIPS & INTERNAL CAMPAIGNS
  • 10. Using the new branding We’re for Communities