2. STRENGTHENING ROTARY | 2
TODAY YOU WILL LEARN:
Why we’re strengthening Rotary
What our research tells us
How our strategy helps clarify and focus
5 things you can do
6. STRENGTHENING ROTARY | 6
OBJECTIVES
• Clarify what Rotary stands
for, how it’s different and why
people should care
• Elevate awareness and
understanding
• Motivate, engage and inspire
current and prospective
members, donors, strategic
partners and staff
10. STRENGTHENING ROTARY | 1 0
Conducted
160+interviews
Analyzed20,162surveys
Reviewed
400+
documents
institute
meetings
Participated in
5
Obtainedcomprehensive feedback
from Rotarians in 167 countries
Visited
20 clubs
and attended
the2012
International
Convention
11. STRENGTHENING ROTARY | 1 1
ROTARY’S STRENGTHS DIFFERENTIATE US
1. A multidisciplinary perspective
allows us to see challenges in
ways others can’t
2. The ability to apply leadership
and expertise to social issues
3. The passion and perseverance
necessary for lasting change
4. Community impact on
a global scale
See
differently
Think
differently
Act
responsibly
Impact
communities
globally
12. STRENGTHENING ROTARY | 1 2
PRIMARY REASONS PEOPLE JOIN ROTARY…
Why did you initially join Rotary?
To positively impact my community
Friendshipand fellowship
Professional networking/
business development opportunities
To have a positive impact globally
Potential for personal/
professional recognition
Development and
training opportunities
10%
0%
30%
20%
13. STRENGTHENING ROTARY | 1 3
…ARE THE SAME REASONS THEY STAY ROTARIANS
Why do you stay with Rotary?
To positively impact my community
Friendshipand fellowship
Professional networking/
business development opportunities
To have a positive impact globally
Potential for personal/
professional recognition
Development and
training opportunities
10%
0%
30%
20%
14. STRENGTHENING ROTARY| 1 4
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
15. STRENGTHENING ROTARY | 1 5
PUT THESE FACTS TO WORK FOR YOUR CLUBS
Do your clubs:
• Find leadership roles
for new members
right from the start?
• Open service projects to
prospects at least 4 times a year?
• Look beyond title to a prospect’s mindset
for membership potential?
19. STRENGTHENING ROTARY | 1 9
ESSENCE STATEMENT
Rotary unites leaders from
all continents, cultures and
occupations
to exchange ideas and take action
for communities around the world.
20. STRENGTHENING ROTARY | 2 0
Rotaryunites leaders from
all continents, cultures and occupations
toexchange ideasand
take action
around the world.
ESSENCE STATEMENT
21. STRENGTHENING ROTARY | 2 1
Rotary brings together the kind of
people who step forward to
take on important issues for
local communities everywhere.
BRINGING OUR ESSENCE TO LIFE
23. STRENGTHENING ROTARY | 2 3
ESSENCE VALUES VOICE
Our reason
for being
Our beliefs Our expression
BUILDING BLOCKS OF OUR BRAND STRATEGY
24. STRENGTHENING ROTARY | 2 4
ROTARY’S VALUES - WITH ACTIVE LANGUAGE
Diversity We connect diverse
perspectives.
Vocational expertise,
Serviceand Leadership
We apply our leadership
and expertise to solve
social issues.
Ethics and integrity We honor our
commitments.
Fellowshipand
global understanding
We build lifelong
relationships.
25. STRENGTHENING ROTARY | 2 5
ESSENCE VALUES VOICE
Our reason
for being
Our beliefs Our expression
BUILDING BLOCKS OF OUR BRAND STRATEGY
26. STRENGTHENING ROTARY | 2 6
SMART
We look at problems from
different angles and apply our
expertise to solve social issues
in ways others cannot. Our
communications are
insightful and discerning.
WE SOUND:
Knowledgeable
Perceptive
Confident
BUT NOT:
Obscure
Disconnected
Arrogant
OUR VOICE
27. STRENGTHENING ROTARY | 2 7
27
COMPASSIONAT
E
Tackling the world’s toughest
challenges requires empathy.
Our communications
champion real people, stories
and conversations that are
relatable and universal.
WE SOUND:
Thoughtful
Sincere
Engaging
BUT NOT:
Lofty
Sentimental
Weak
OUR VOICE
28. STRENGTHENING ROTARY | 2 8
OUR VOICE
PERSEVERING
We are relentless in our
pursuit of lasting solutions
to systemic problems at
home and abroad. Our
communications express
our perseverance when
we speak with clarity
and conviction.
WE SOUND:
Bold
Purposeful
Courageous
BUT NOT:
Reckless
Close-minded
Stubborn
29. STRENGTHENING ROTARY | 2 9
INSPIRING
Motivated by the enduring
connections and positive
change we bring to
communities and the world,
we encourage others to take
action. Our communications
convey hope, enthusiasm
and passion.
WE SOUND:
Upbeat
Hopeful
Visionary
BUT NOT:
Hyper
Zealous
Impractical
OUR VOICE
48. STRENGTHENING ROTARY| 4 8
BRANDING COMMITTEE
Fulfilled its charter
Makes final report to Board in June
Brings final decision item
Identifies items outside charter, transition to
other Committees and Secretariat
49. STRENGTHENING ROTARY| 4 9
IMPLEMENTATION
Strategy
– Inform Rotarians and staff and make case
why strengthening Rotary is vital
– Inspire Rotarians and staff to embrace and live
the essence, values and voice
– Empower Rotarians and staff with tools
and resources
50. STRENGTHENING ROTARY| 5 0
INFORM | INSPIRE | EMPOWER
1. SHIFT YOUR THINKING
FROM “BRAND” TO
STRENGTHENING ROTARY.
At the end of the presentation today you will be fully up-to-date on the initiative to Strengthen Rotary.We’ll begin with a quick update on the initiative’s progress and why our Directors and Trustees decided to strengthen our brand. Today we’ll provide a quick overview of the research documents. Then we’ll turn to our strategy, our essence…and give you a look at a robust new visual identity toolkit and how it helps clarify the relationships among Rotary’s offerings, programs and affiliations.Finally, we’ll give you five action steps you can take back to your districts to begin Strengthening Rotary where you live.
Let’s begin with a brief look at our initiative and the progress made since it began in September 2011.
Even with some detours along the way, the Committee, staff and Siegel+Gale have made remarkable progress. The Siegel+Gale portion of our work is now complete.Phase I – Research: Complete January 2012. Phase II – Strategy: Complete with the adoption of Rotary’s essence by the RI Board in Jan. 2013…and by our Foundation Trustees in April 2013. Phase III – Brand Architecture: Complete December 2012.Phase IV – Visual Identity: Complete May 2013. You’ll be pleased it is built on Rotary’s authentic blue and gold colors…and the Rotary wheel.Phase V – Guidelines: Complete May 2013.Phase VI – High-Level Implementation Plan: Siegel+Gale’s high-level planning complete March2013. Staff is taking over responsibility for the plan and tactical implementation. (Details below)The Committee agreed:Work completed by Siegel+Gale and the deliverables presented to our Boards represented quality work that will Strengthen Rotary.We are on time and on budget.One remaining decision item will be brought before the Board by the agreed 30 June 2013 date. Strengthening Rotary is now very much in our own hands.
Let’s hear some details on why our Directors and Trustees decided to undertake a branding initiative.
As we finish our work with Siegel+Gale, our work is just beginning.Our objectives for the program are clear:Clarify what Rotary stands for…how we’re different from other nonprofits…and why people should care.Elevate awareness and understanding of Rotary.Motivate, engage and inspire current and prospective members…as well as our donors…strategic partners…and staff.
The fact is, Rotary’s own Public Image Surveys* told us that people do not know us.Four in 10 have never heard of Rotary.Another four in 10 have heard of our “name only.”Only two in 10 claim to have “some familiarity” with Rotary…and unfortunately what they know is often colored by misperceptions and half-truths.*Research: Rotary Public Image Surveys completed 2006 and 2010. Responses received from six nations: Argentina, Australia, Germany, Japan, South Africa, United States. Surveyed approximately 1,000 individuals in each of six nations by phone and online. Survey has a +/- 4% margin of error.
Rotary faces a challenge. More than two years ago our Directors and Trustees recognized that Rotary is NOT EARNING FULL CREDIT for who we are and for the good works Rotarians are doing.This is important because it makes it harder for us as an organization…and harder for our clubs…to attract volunteers, acquire new members and strengthen our impact. Our combined boards saw that we need to ASSOCIATE our STRENGTHS and the good works you do WITH ROTARY. In support of the Strategic Plan we launched an initiative to Strengthen the Rotary Brand and hired international branding consultant, Siegel+Gale, as our partner.
What does our research tell us?
Our research on the branding effort was unprecedented, gaining responses from…Over 20,000 Rotarians, 1100 Rotaractors, 400 Staff, in 167 countries on 6 continentsWe reviewed macro trends in social and business sectorsAnd our first-ever research to explore underlying motivators of giving time and/money—globallyConducted 160+ interviews, club visits and visits to Rotary InstitutesWe have more than 200 pages of valuable research findings…findings that validate what differentiates Rotary from all other nonprofits. If you haven’t read this research I urge you to study both the findings presentation and the appendix in detail. You may find that you need to read the documents from cover to cover…several times…but I am certain you will find valuable information you can put to work in your districts and clubs.
We determined that Rotary has four core strengths that truly differentiate us.First, we see differently. Our multidisciplinary perspective enables us to see challenges in ways others can’t.Second, we think differently because we apply our leadership and expertise to social issues.Third, we act responsibly, with the passion and perseverance necessary for lasting change. There is no better example than polio.Fourth, Rotary is a grass roots organization that impacts communities globally.
One of the most important findings from Siegel+Gale’s research are the top two reasons people join Rotary…To positively impact their community.And for the friendships and connections they enjoy.
What makes this so important is that these are also the same two reasons people stay with Rotary year after year.For “community” and “connection.”
I want to focus on our three key implications…because 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 RotaryWe 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.
What can you do with this knowledge? Begin by taking an honest look at the clubs in your district. Do they fulfill your need to give back to your community? Do they give you the opportunity to connect and develop needed friendships?Do club leaders get to know new members’ strengths and match them to leadership roles right from the start…to get new members active and involved immediately?Do the clubs open up their service projects to people outside of Rotary several times a year? Or are their projects closed to the outside world? It’s tough to attract new members if no one knows you. Do club members and leaders look beyond a prospect’s title to see if they have the mindset for leadership—and an especially strong desire for community service?
Let’s talk about Rotary’s essence statements and how Rotary’s brand strategy offersgreater clarity and focus.
Our brand strategyis made up of three components:Essence—our reason for being: What we stand for, how we’re different, why people should care.Value—our actions/behaviors/beliefs.Voice—our expression/personality/tone.We would not have been able to develop our essence, activate our values or create our voice attributes without our research.
Let’s talk about an essence statement for a moment.We all know Nike and its famous tag line: “Just Do It.”Behind that tag line is an essence statement. “Authentic Athletic Performance.” This essence is rarely seen by the public. But it acts as Nike’s compass for communications and strategic decision making. For example: Nike’s decision not to follow Reebok into profitable fashion market because it does not fit Nike’s essence, “authentic athletic performance.”The same will be true with Rotary’s essence. It’s meant to be “behind the scenes.” And we will use it to inform our communications…and guide our strategic decisions.
Our Directors and Trustees adopted a new essence statement for Rotary.Rotary unites leaders fromall continents, cultures and occupationsto exchange ideas and take actionfor communities around the world.Our essence statement distills our strengths and differentiates us from other nonprofits. Our essence:Clarifies Rotary’s role as connector; reinforces “category of one” status by removing traditional nonprofit descriptors.Defines leadership by outlook (i.e., diverse perspectives and expertise) versus title; emphasizes Rotary’s greatest point of difference in relevant terms.Balances friendship and fun with service and impact; is active and inspiring.Balances community and global impact.
Atthe center of our essence statement are three thoughts that resonate strongly with Rotarians…and with our prospects. Rotaryunites 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.And we do this community-by-community around the world. Since an essence statement operates behind the scenes, let’s see how we might use those three concepts to communicate what Rotary is about.
I’ll give you ONE EXAMPLE of how we can focus our elevator speech…without all saying the same thing…which, you’ll have to agree, sounds phony.I might translate it into an elevator speech like this…Rotary brings together peoplewho step forward to take on important issues forlocal communities everywhere.As our research tells us ROTARY IS A CATALYST…we are about CONNECTION and COMMUNITY. By using essence to focus and clarify our messages…every Rotarian can speak to Rotary’s core and strengthen understanding about Rotary…everywhere. This is the true meaning of branding…helping our living brand—every Rotarian—focus.
Taking the example a step further, Rotary’s story of “connection and community” can easily play out in a series of vignettes.Here’s a rough example of the message.[READ STORYBOARD]
Do you recall our core values?
Here they are…brought to lifein a more active voice.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.
Next, let’s look at our voice…how we express ourselves…what we say…and how we say it.
The first voice attribute is smart. We look at problems from different angles and apply our expertise to solve social issues in ways others cannot. This speaks to our ability to see challenges from different angles, and captures the expertise we apply to solve social issues. The guardrails provide clarity around what smart should and shouldn’t sound like.
The second voice attribute is compassionate. We tackle the word’s toughest challenges through empathy. This speaks to our heightened emotional understanding of the people we’re trying to help. From a communications standpoint, we focus on real people and stories that are relatable.
The third voice attribute ispersevering. We are relentless in our pursuit of lasting solutions to systemic problems at home and abroad. This speaks to our determination and drive. We speak with clarity and purpose.
The fourth voice attribute is inspiring. This reflects our ability to motivate others to act by conveying hope, enthusiasm and passion. Voice also informs our visual identity system. So let’s take a look at how we’ll tell our story in pictures as well as words.
Recall that today, Rotary’s entire visual identity system consists of our wheel and a couple colors. That’s it. This is part of the reason for the inconsistency across all of Rotary. We have not provided enough tools for clubs and districts to tell their story.Rotary will now have a robust visual identity toolkit built on our heritage colors and upon the Rotary wheel. [Click]Our official signature (logo) consists of the word “Rotary” beside the traditional Rotary wheel…to strengthen the ability to read the word “Rotary” much as we have done for years in our advertising. [Click]Our official colors are built on Rotary’s approved Royal Blue and our heritage Gold. Plus our primary color palette adds Sky Blue (which we use on our Future Visual materials) and Azure, an in-between blue, to give us greater flexibility. We also have a full palette of secondary colors and neutrals. [Click]The toolkit includes standard typography. And a headline and body style. [Click]Style direction for imagery and for telling our story more visually—through infographics.Let’s see some example layouts for how this works in the real world.
Here is a sample membership brochure cover. And three potential treatments.Notice how the Rotary wheel in our heritage Rotary Gold stands out as a proud symbol of excellence. And how our new signature in the bottom left completes the message. We’re “Rotary.”We use benefit and action-oriented headlines to tell “WHY” to join…not just “HOW” to join as our communications materials do today. Our visuals demonstrate the “connection” between Rotarians. And the feeling Rotarians get back when they give to their communities.
If we look inside that brochure we might find our story told with infographics.
A club service project poster might look like this…with an action-oriented headline:“No one in our community should go hungry. With our help, no one will.” Again, the large Rotary Gold wheel ensures that the message…”This is Rotary”…comes through.
For the Rotary Foundation we wouldcreate a fundraising flyer like this. And tell the impact of a donor’s contributions through powerful infographics.
Billboards carry a strong image and call to action.
Convention posters are more graphic and establish the proper relationship between the Rotary logo and a presidential theme.
Now this is an early preliminary version, but again, see how our palette provides for a fresh, clean and bright look for Rotary.
Rotary Leader, a digital publication would bring a fresh perspective.
Our Rotary logo…here larger so you can see it. Plus the large wheel…our “Mark of excellence.”
The Committee to Strengthen Rotary’s Brand observed that when our current wheel is used in small sizes the words inside become difficult, and even impossible, to read. This is particularly true in websites and mobile applications, such as smart phones and tablets, where images like the Rotary wheel break up into unreadable pixels and blur when enlarged.
Recommended SolutionAll organizations experience this phenomenon and commonly employ a two-part solution: 1) Ensure clean reproduction by using brand guidelines to establish a minimum acceptable size. 2) For digital applications and where the image is reproduced smaller than a minimum acceptable size, simplify graphics so they reproduce cleanly. The branding committee will bring this recommendation before our Board in June.
At the club level, we see a number of uses that may be best described as “disrespectful” of the brand. [CLICK TO BUILD]The recommended approach is clean. And ensures there is absolute clarity that this is a Rotary club.
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.
Our system addresses a problem we have today with Rotary’s six areas of focus…and creates a graphic of the six that always stays together as a unit. This way we know that we’re talking about Rotary’s six areas. And avoid creating new logo elements for each individual area. The graphic can be used horizontally. Vertically. Or as a grouping. The highlighted area would reference area that is currently being promoted.
Here’s how we would treat a local service project.
…our relationship with a strategic partner and internal campaigns, for the Foundation and for a presidential theme.
We’d like to wrap up our presentation today with information about next steps and five things you can take back to your districts.
The Committee to Strengthen Rotary’s brand will not continue past 30 June. It has completed its charter as outlined by the Presidents and Foundation Chairs and will make its final report to the Board in June and bring forward its final decision item.Because branding work will continue, the Committee is making other recommendations to transition the work.
A detailed implementation plan has been created. And it’s based on a three-part strategy…to:InformInspireAnd to Empower Rotarians with the tools and resources you need…including an online version of our guidelines that will help bring our brand to life.What can you do in your role as a coordinator?
First, we all need to shift our thinking away from talking about “Strengthening Rotary’s Brand”…a concept that, to this day, confuses some Rotarians. ….to “Strengthening Rotary”…an idea that is clearly what we’ve been working toward from the beginning.Do you know, the most common answer to the question, “What is Rotary?”From the interviews conducted for our research, the most common reply is…… “Um.”So let’s think more about bringing the message to the grassroots. Helping them to tell the Rotary story better. We’re about “Connection” and “Community.”We’re about uniting leaders…exchanging ideas…and taking action for communities everywhere. Now that’s a story with strength. Our research told us people want what Rotary offers…we just need to help them understand.
Share what you’ve learned. Among the documents you received prior to the webinar was a summary research presentation. Share that summary with others on your team. With your District Governor. And with your club presidents and membership chairs. Then ask them how the findings impact how they’re going to approach everything from their next club meeting…to their next visit with a new membership prospect…to the club’s next service project.
Living the Rotary brand means asking the right questions…Begin by taking an honest assessment of your own club…and the clubs in your district. Would you join if you were a prospective member today? Are your clubs vibrant? Fun? Involving? Would you invite your best friend to join? Would other members of the club? Why or why not?Is your club appealing to younger professionals? Does the club even know what appeals to young professionals? Does your club have younger professionals in leadership roles? Why not?Do you know why your existing members leave? Do you know what you can do to begin to make improvements that would have kept them to stay?Rotary’s Membership department can help you. Give them a call.
Here’s a question. How many of you asked your spouse to get married on your first date? None, because that would be silly.But we do almost the same every day in Rotary. We ask someone to join our club the first time we meet them. Wouldn’t it be smarter to “date” first before we ask someone to get married? Invite a prospect to a service project. Find out their area of expertise. And connect them with a project for which they would be well suited. Let them see how much fun it is to give back to their community. Experience suggests that clubs and members who try this approach are more often successful.What about your existing members? Are you club presidents doing enough to keep them involved and engaged? It’s time. Now. Before they leave and don’t come back.
And last…number 5…Be a Rotary Champion. By attending this session and listening to the presentation, you are already Rotary champions. Now that you’ve taken the time to learn more about this effort, you can use what you learned here today in your district conferences, regional seminars, and team trainings to share this message with the rest of the Rotary world.
Thank you.Now we open it up for any questions that the audience has.
