Public image grants success story tong
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Public image grants success story tong
- 1. A Public Image Grant Success Story – Zone 7b The POWER of one! Howard Tong Rotary Public Image Coordinator, Zone 7B
- 2. Zone 7b
- 3. Face to face planning meetings
- 5. Resources for Rotarians Phase 1
- 6. National radio/television commercials Phase 2
- 7. Increasing our online profile
- 8. Getting the message outdoors
- 12. Phone contact
- 13. Online analytics
- 15. Return on investment Return on Investment 300 250 200 230% 150 100 50 0 Invested Total Value District PI Grant
- 16. Proud Rotarians
- 18. A shift in focus for 2013/14 + Magazines
- 19. Spend Total Value Television $ 72,000 47% $ 332,000 Online $ 52,000 34% $ 65,000 Magazine $ 15,000 10% $ 35,000 Out door $ 8,000 5% $ 54,000 Creative $ 5,000 3% $ 23,000 Radio $ - 0% $ 32,000 152,000 541,000 District Spend $ 30,000 Total Spend $152,000 Total Value $541,000
- 20. Collaboration Communication Commitment
Editor's Notes
- Thanks Cynthia. I really appreciate the opportunity to share our story. We have been able to develop a successful Public Image campaign in New Zealand. This would not be possible without the generous Public Image Grants programme. I have been asked to outline how we have gone about our planning. I’ll describe some of the main features of our current media campaign. I’ll also mention how we have gone about measuring our results. Finally I’ll describe what we plan to do in the future.
- I work closely with the 6 Districts that cover the New Zealand and the Pacific Islands. There are some nine and a half thousand Rotarians in two hundred and seventyClubs spread over the lower half of the South Pacific. I have regular contact with my counterpart Philip Archer in Zone 8 (Australia) and we are together planning more joint programmes in the near future.
- So how have we gone about our planning? We operate very closely in our Zone. Each District has a Public Image chair. We ‘meet’ every month through a telephone conference to plan, to share ideas and to coordinate our activity.I have made a point of working closely with the incoming District Governors Elect. I need to understand what their goals are. We provide themsupport and guidance and their ideas are incorporated into our planning. In turn, they respect the fact that the national ‘Communication Group’ has a lot of knowledge and expertise. They have full confidence in our judgement to provide an effective marketing campaign. They understand how the Public Image Grant operates and early on they commit their District to financially support the PR campaign in their year.
- A real benefit from this working together has been that we have built on our previous experiences. We have continuity from year to year. Because we act as one group, we are able to leverage our relationships with the media.As well as our national campaign,Districts through the Clubs also conduct their own media activity. They make great use of the local community papers and radio stations.
- We have two phases to our public image campaign.Early in the Rotary year we publish a ‘Communication and PR Toolkit’ giving Clubs ready access to graphics, guidelines on working with the media and other useful PR tips. This is also supplied on line.This year we have worked on an ‘in transit’ campaign with the cooperation of a national trucking firm. We have produced ‘Rotary Today’ brochures that are used for one-on-one marketing. We recently had to produce a second print run as they are proving very popular.Around October/November we focus on our initial radio advertising campaign.
- We have just commenced our second phase of the campaign. We have developed a new television commercial targeting premium programme slots. Our focus with this ad is the leadership Rotary provides in the community. This is based on findings out of the results of Seigal+Gale’s survey on the strengths of Rotary’s brand in the community.This time, have a look.(play clip – 30 seconds)
- What about online advertising. We are moving towards investing more in this area. We have ads on Yahoo, Facebook and MSN as well as our main media web sites. Again, we have used our excellent relationship with MediaComm to secure excellent rates.We have also checked our Club and District web sites to make sure there is easy access to information on how to contact Clubs.
- Outdoor billboards have been used. This is only in our main population centres. Again, free space has been given to Rotary. All we pay for are the skins and the installation.
- We make sure we focus our campaign around the 23 February. Districts hold ‘Project Days’ on or around this time period. Australia calls it ‘Rotary @ Work’.We promote the international projects like the Swimarathon campaign. I must admit however, that it is difficult to get widespread support for these events. I’m working on it!!It relies heavily on having effectivelocal champions to get the right level of focus.
- We make sure we focus our campaign around the 23 February. Districts hold ‘Project Days’ on or around this time period. Australia calls it ‘Rotary @ Work’.We promote the international projects like the Swimarathon campaign. I must admit however, that it is difficult to get widespread support for these events. I’m working on it!!It relies heavily on having effectivelocal champions to get the right level of focus.
- So what have been the results? How have we measured our effectiveness?Having clear, measurable objectives is a good start. Ours have been to:Increase membership by 3%Increase social media interest – a 5% increase in hits.Increase enquiries though our national phone enquiry service – a 3% increase during the campaign period.Supporting Clubs in developing their own PR activity – aiming for 5 articles per month in the mediaAnd to generally enhance the image of Rotary in our community.So how have we measured these?
- The number of callers using the free phone line have been measured. This number is mentioned on all our campaign media. You can see from this graph there was a rise in volume on the February/March period last year.
- We record the number of ‘clicks’ on our social media sites. MediaCom assist us here.We also measure the increase in hits on our national Rotary South Pacific ‘multi District’ web site. We have also received an excellent response from Rotarians who have seen the ads.I’m sure this has, in turn, increased their own efforts in promote public awareness of Rotary within their own community.
- Our ‘Public Image Resources’ blog has also seen an increase in activity. It is now receiving over 4,000 hits a month.
- We have also measured the return on investment.We invested $130,000 in the campaign but received a total value of $430,000 – a great return. This has been through free radio and TV spots, billboard space has been provided at no charge and a large proportion of the social media exposure has been donated.
- As well as what can be measured, there are the intangible returns. Imagine if we could measure:the increased pride Rotarians have in our organisationthe growing positive perception of Rotary as a group of passionate community leadershow many see Rotary as a credible international service providerIf we could measure these things we would see an even greater result.And after collecting all our results, what then?We need to always look at what can be done better next time.
- So, we have applied again for another PI Grant.We have guaranteed the support of the incoming Governors pictured here when they joined our national communication group meeting in December.And we will continue to take advantage of the positive relationships we have with local and national media providers.
- As mentioned we plan to increase the focus on social media exposure. We recognise the growing shift of the advertising spend in this space. We will continue to focus on assisting Rotarians to profile their various activities. We will use the District Assemblies, the multi District Institutes, PETS and Conferences to motivate and educate members in the use of social media. We must continue getting better at letting the public know what we do, both on the local community and around the world.
- We will keep encouraging clubs to support the national campaign with their local activity.We have determined already the percentage split for the next campaignYou know, it is really exciting when as I look forward to working more closely with our neighbours in Australia. They are developing a campaign which is focusing on getting the public to “join the conversation” with Rotary. This has received an excellent response. The images you see here have recently been developed by Philip Archer and his team in Australia.This campaign ties in closely with our current regional membership development plan.
- So some final comments.As we have cooperated with multi District activity, as we have worked together and as we have shared ideas on a regular basis – we have achieved a greater impact and achieve far more than if we have acted separately. The on going commitment of incoming Governors increases our confidence that we can continue to work effectively in the future.
- We will always be looking for new ways to better connect with the community.I know we can be even more effective.I’d like to mention before I conclude that there are copies of the survey material we have used to understand local media trends as well as a sample of some of our measurements. Make sure you pick up a copy. (pause)How often have I heard new members say: “You know what? Once I understood what Rotary did I had no hesitation in joining.” Our challenge is to present the ‘face’ of Rotary as effectively as possible through a well planned Public Image programme. And the PI Grant is allowing us to do just that.Thanks to RI and to Celia and her team - with the PI Grant programme we can make a real impact.
- What is our message? I’m sure you will agree with me.With our passion and our love for service, and with our Public Image grants we can let everyone know that together we change the world.Thanks for your time.