District Assembly 2009 - Communications Presentation

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This is the joint presentation of James Martin, District Communications Chair and David Rankin, District Governor covering the year ahead for the Club Communications & PR Officers and also outlining the changes and developments that have been undertaken over the last 12 months.

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  • The current age profile looks something like that, with between 8 and 9 of every 10 members aged over 55.I hasten to add, the problem is not with these amazing Rotarians who constantly amaze me with their hard work and dedication – it’s the vacuum that is left behind them. We are missing the new life-blood of Rotary.So what will this chart look like in ten years time? Well if you imaging each of those bars moving forward into the next age group, it looks like this...
  • So how do we overcome these barriers to membership?
  • Well, for a start, in order to change perceptions we need to show more images of younger men and women, with whom our target market can identify. This has already started on the new RIBI website...
  • And the website is ‘outward facing’, our shop window for potential Rotarians to see what sort of organisation we are.
  • And what does it look like in 2028?...
  • That doesn’t bear thinking about.And based on those projections, the membership decline looks something like this...
  • The decline accelerates, because we don’t have the younger age groups coming in to fill the vacuum.By 2018, based on an average membership decline of 33%, there will be as many as 550 clubs with 15 members or less, which accelerates the decline still further.There comes a point where, like the oil-tanker heading towards the rocks, we pass the point of no return. At which point we leave the building, and the last one out switches off the lights.OK – that’s the crisis that we face. What do we need to do to avoid it? First of all... We need to act now!
  • To fill the vacuum, we need... men and women, in business and professions, and community leaders, aged 30-55, interested in voluntary work. Are there many of them around?
  • Well, an extensive piece of research by the Cabinet Office, into ‘volunteering and charity giving’, reveals that there is, indeed, a rich vein of people in this age-group who are well suited to becoming the ‘new blood’ of Rotary!
  • What do they currently think about Rotary?Well we’ve carried out 6 focus groups which have revealed...
  • District Assembly 2009 - Communications Presentation

    1. 1. District Assembly – May 2009 Rotary District 1010
    2. 2. Update from RIBI Assembly 2009  RIBI Restructure – David Rankin  New “branding” – David Rankin  Social networking & Rotary – Rene Looper  Question & Answer session  Summing up – Geoff Sampson  Rotary District 1010 - Scotland North
    3. 3. James Martin – Communications Chair  Mike Phimister – Webmaster & Mag Editor  Communications Specialists  ◦ Geoff Sampson ◦ Bob Black ◦ Margaret Vernon Communications will also incorporate the  new Events Team which will look after the various session run by District Rotary District 1010 - Scotland North
    4. 4. RI President Elect John Kenny‟s theme  The new membership promotion  “Thanks for Life” Day 2010  Personal view on D1010 in comparison to  other districts in RIBI Rotary District 1010 - Scotland North
    5. 5. Rotary District 1010 - Scotland North
    6. 6. An internal Rotary  theme? Should we use it  externally? Changing face of  Rotary every year... Supplying the image to  the press & media Ensure your club  members understand Effectively for internal use Rotary District 1010 - Scotland North
    7. 7. As presented by David Bryant RIBI Marketing Manager Rotary District 1010 - Scotland North
    8. 8. AGE PROFILE OF MEMBERS 20,000 2008 15,000 10,000 5,000 0 30-40 40-50 50-60 60-70 70-80 80+
    9. 9. AGE PROFILE OF MEMBERS 20,000 2018 15,000 10,000 5,000 0 30-40 40-50 50-60 60-70 70-80 80+
    10. 10. AGE PROFILE OF MEMBERS 20,000 2028 15,000 10,000 5,000 0 30-40 40-50 50-60 60-70 70-80 80+
    11. 11. RIBI MEMBERSHIP -3% -11% -33% -36%
    12. 12. TARGET AUDIENCE: •Men and women in business and professions •Aged 30-55 • Interested in voluntary work
    13. 13. WHAT DO THEY CURRENTLY THINK ABOUT ROTARY?
    14. 14. Low awareness  Confusing  Time & commitment  Inflexible  Distant… intimidating  „But Rotary does a lot of  good charity work…‟ But not rejected for these reasons
    15. 15. What do they currently 2. think about ROTARIANS? Male  65+ years old  Retired, or soon-to-retire  „Old in mind‟  Stuffy, slightly elitist  …but helpful  “A 60-70 year old man who isn‟t much fun… a bit like the less-fun granddad”
    16. 16. “ROTARY ISN‟T FOR ME… IT‟S FOR MY DAD”
    17. 17. HOW DO WE OVERCOME THE BARRIERS?
    18. 18. SHOW more Rotarians aged 30-55  FOCUS on the great things they do  COMMUNICATE the passion and dedication  Allow the target market to IDENTIFY with  them TESTIMONIALS  SURPRISE them 
    19. 19. Rotary District 1010 - Scotland North
    20. 20. Rotary District 1010 - Scotland North
    21. 21. Rotary District 1010 - Scotland North
    22. 22. Autumn 2009 – 23 February 2010 Rotary District 1010 - Scotland North
    23. 23. 1,860 Rotary clubs and 56,000 Rotarians  in Great Britain & Ireland ◦ Links with schools ◦ Meet a celebrity ◦ Window of Opportunity ◦ National Immunisation Day ◦ Business-to-Business Dinner ◦ Media coverage
    24. 24. Enhanced national profile for Rotary:  ◦ New contacts and new members  Teachers, parents, business and professional people Funds to meet Gates $200M challenge  Long term opportunity 
    25. 25. RIBI Marketing, PR & Communications Committee Member Rotary District 1010 - Scotland North
    26. 26. Presented by David Rankin District Governor District 1010 Scotland North 2008-9 RIBI Communications PR & Marketing Team Member 2009-10 Rotary District 1010 - Scotland North
    27. 27. •Communications, PR & Marketing pivotal role. •RIBI Membership Initiative. •Some hard hitting facts. •Your role in new RIBI initiative. •RIBI Tool Kit. •Using These Tools. •Other Tools. •Your Team. Rotary District 1010 - Scotland North
    28. 28. Membership Foundation Communications Projects Chairman Web Manager Suggested possible team structure Editor PR Rotary District 1010 - Scotland North
    29. 29. •Why are we doing it? •What will it cost? •Where will we be doing it? •Who will be involved? •How can you help? •What role will you play? •How long will it take? •What is the target audience? Rotary District 1010 - Scotland North
    30. 30. AVERAGE AGE AVERAGE JOINING AGE 65 59 45 55 1998 2008 1997 2008 Rotary District 1010 - Scotland North
    31. 31. 20,000 15,000 10,000 5,000 0 30-40 40-50 50-60 60-70 70-80 80+ Rotary District 1010 - Scotland North
    32. 32. 20,000 15,000 10,000 5,000 0 30-40 40-50 50-60 60-70 70-80 80+ Rotary District 1010 - Scotland North
    33. 33. 64,206 62,024 55,410 38,900 21,800 1990 1998 2008 2018 2028 Rotary District 1010 - Scotland North
    34. 34. The findings from both areas did not come as a surprise……. Rotary District 1010 - Scotland North
    35. 35. •Low awareness •Confusing •Time & commitment •Inflexible •Distant… intimidating •Rotary does a lot of good charity work… But not rejected for these reasons Rotary District 1010 - Scotland North
    36. 36. •SHOW more Rotarians aged 30-55. •FOCUS on the great things they do. •COMMUNICATE the passion and dedication. •Allow the target market to IDENTIFY with them. •TESTIMONIALS. •SURPRISE them. Rotary District 1010 - Scotland North
    37. 37. Rotary District 1010 - Scotland North
    38. 38. •Men and women in business and professions •Aged 30-55 •Interested in voluntary work Rotary District 1010 - Scotland North
    39. 39. •Work with your membership team to create a database of target audience. •Work with your club leadership team to initiate a strong campaign. •Utilise the Toolkit that will be provided by RIBI. •Provide direction to the team on best media options. •Create a forward facing image. Rotary District 1010 - Scotland North
    40. 40. •Consult with your President and Membership team now. •Discuss the publicity opportunities. •Plan well in advance. •Consult with your appropriate District teams. •Choose and consult with appropriate media. •Getting the media support (get them on your side) Rotary District 1010 - Scotland North
    41. 41. Discuss the media opportunities. •What media opportunity there would be? •What would be the preferred media choice? •Which avenues are open to you? Local Press, National Press, Local Radio, National Radio, Regional Television, National Television, Local Interest Groups & Publications, Business Publications and many more. Rotary District 1010 - Scotland North
    42. 42. •Decide which media options are best. •Contact them well in advance. •Think of what format will be appropriate i.e.. • Newspaper article, Press interview, Radio or TV interview, Press photograph, TV filming. Timing • Who should be there? • Write appropriate article in advance. • In interview, who should speak? what should be said? • Appropriate surroundings. • Publicity material. • Rotary District 1010 - Scotland North
    43. 43. •Increases public awareness of our organisation. •Totally front facing and will create a positive impact on the general public. •Supports the Club and District efforts in promoting specific projects such as Polio Plus, Foundation, Membership and International projects. •Encourages other organisations and businesses to partner with Rotary. •As well as recruiting new members. Rotary District 1010 - Scotland North
    44. 44. •Presentations •DVDs •Adverts •Audio CDs •Press •Leaflets etc •Online •Posters •Radio •Pull-ups •Media planning & buying •PR •Mailing lists •Direct marketing •„Promotional Reserve‟ funding •„Corporate‟ tools Rotary District 1010 - Scotland North
    45. 45. •A new more modern outward facing RIBI website. •A new more modern outward facing RI website. •Your club website. •Social Networking sites. •District 1010 Website. •RIBI Magazine. •1010 Rotarian Magazine. •Business Partners. Rotary District 1010 - Scotland North
    46. 46. •225,000 people on Social Networking websites (in Scotland) ◦ Linked In – for business professionals •<2m members in UK; ave. age 42 ◦ Friends Reunited •>6m regular monthly users; ave. age 42 •Target specifically 35-55 year olds Rotary District 1010 - Scotland North
    47. 47. • Encourage the embracing of new technology and ideas. • Encourage continual positive PR and Media coverage. • Provide a central point of contact and assistance for all clubs news and media coverage. • Provide a quality web portal to publicise the club. • Encouraging electronic communications where possible thus making us Greener. •Encourage interaction between clubs and District team. Remember we are here to help you. Rotary District 1010 - Scotland North
    48. 48. Remember… The Future of Rotary is in Our Hands Rotary District 1010 - Scotland North
    49. 49. Thank you for listening Rotary District 1010 - Scotland North

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