2014 ROTARY INTERNATIONAL CONVENTION
Connecting Rotary to your
Community Through
Public Outreach
INTRODUCTION
PDG Dr. Rajindar Singh
RPIC Zone 6B
TAKE ACTION, EXCHANGE IDEAS, JOIN LEADERS
Never Heard
of Rotary
Know
Name Only
Some
Familiarity
SURVEYS SHOW
CONSISTENT MESSAGING
• Tell a compelling story
• How you bring
leaders together
• Exchange ideas
• Take action to
improve ...
BE AUTHENTIC
CONSISTENT
MESSAGE
AUTHENTIC
VOICE
SOCIAL MEDIA
PDG Günes Ertas
RPIC Zone 20B
TAKE ACTION, EXCHANGE IDEAS, JOIN LEADERS
TAKE ACTION, EXCHANGE IDEAS, JOIN LEADERS
Once upon a time
What is Social Media?
World of Social Media
EXAMPLES
EXAMPLES
ROTARY’S BRAND
PDG Howard Tong
RPIC Zone 7B
TAKE ACTION, EXCHANGE IDEAS, JOIN LEADERS
ARE WE CONNECTING?
A plan?
A budget?
Who?
When?
How?
JOIN LEADERS
EXCHANGE IDEAS
TAKE ACTION
Our Essence
OUR ‘NEW VISUALS’ ARE …
Consistent
Modern
Clear
OUR ‘NEW VISUALS’ ARE …
OUR ‘NEW VISUALS’ ARE …
OUR ‘NEW VISUALS’ ARE …
OUR ‘NEW VOICE’ IS …
Smart
Compassionate
Persevering
Inspiring
OUR ‘NEW VOICE’ IS …
Active
Positive
A clear ‘Call to
Action’
No ‘Rotary
speak’
MEMBERSHIP BROCHURES
Imagery is relatable and
conveys human connections
Clear call-to-action
Balances local and global
Spe...
RECENT NEW ZEALAND CAMPAIGN VISUALS
RECENT NEW ZEALAND CAMPAIGN VISUALS
USING OUR NEW VOICE AND VISUAL IDENTITY
5 ACTIONS:
1) Update your website and Facebook page
2) Agree a budget for marketin...
ROTARY RESOURCES
Jane Lawicki
Manager, Public and External Relations
TAKE ACTION, EXCHANGE IDEAS, JOIN LEADERS
What You’ll Find Logos
FLEXIBLE AND CONSISTENT
YOUR CLUB LOGO
FOUNDATION LOGO
What You’ll Find Guidelines
What You’ll Find Advertisements
What You’ll Find Promotional Materials
Promotional Materials
Rotary’s New Look in Action
NEW What’s Rotary? wallet card (419)
NEW Versions Coming Soon…
(Training Materials)
(Promotional Materials)
(Video)
(Brochure)
Questions?
How do
you?
Where can I find?
What would
you do if…
What did
you mean
when?
Connecting Rotary to your Community Through Public Outreach
Connecting Rotary to your Community Through Public Outreach
Connecting Rotary to your Community Through Public Outreach
Connecting Rotary to your Community Through Public Outreach
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Connecting Rotary to your Community Through Public Outreach

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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.

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  • 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.
  • Connecting Rotary to your Community Through Public Outreach

    1. 1. 2014 ROTARY INTERNATIONAL CONVENTION Connecting Rotary to your Community Through Public Outreach
    2. 2. INTRODUCTION PDG Dr. Rajindar Singh RPIC Zone 6B TAKE ACTION, EXCHANGE IDEAS, JOIN LEADERS
    3. 3. Never Heard of Rotary Know Name Only Some Familiarity SURVEYS SHOW
    4. 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
    5. 5. BE AUTHENTIC CONSISTENT MESSAGE AUTHENTIC VOICE
    6. 6. SOCIAL MEDIA PDG Günes Ertas RPIC Zone 20B TAKE ACTION, EXCHANGE IDEAS, JOIN LEADERS
    7. 7. TAKE ACTION, EXCHANGE IDEAS, JOIN LEADERS
    8. 8. Once upon a time
    9. 9. What is Social Media?
    10. 10. World of Social Media
    11. 11. EXAMPLES
    12. 12. EXAMPLES
    13. 13. ROTARY’S BRAND PDG Howard Tong RPIC Zone 7B TAKE ACTION, EXCHANGE IDEAS, JOIN LEADERS
    14. 14. ARE WE CONNECTING? A plan? A budget? Who? When? How?
    15. 15. JOIN LEADERS EXCHANGE IDEAS TAKE ACTION Our Essence
    16. 16. OUR ‘NEW VISUALS’ ARE … Consistent Modern Clear
    17. 17. OUR ‘NEW VISUALS’ ARE …
    18. 18. OUR ‘NEW VISUALS’ ARE …
    19. 19. OUR ‘NEW VISUALS’ ARE …
    20. 20. OUR ‘NEW VOICE’ IS … Smart Compassionate Persevering Inspiring
    21. 21. OUR ‘NEW VOICE’ IS … Active Positive A clear ‘Call to Action’ No ‘Rotary speak’
    22. 22. 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
    23. 23. RECENT NEW ZEALAND CAMPAIGN VISUALS
    24. 24. RECENT NEW ZEALAND CAMPAIGN VISUALS
    25. 25. 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!
    26. 26. ROTARY RESOURCES Jane Lawicki Manager, Public and External Relations TAKE ACTION, EXCHANGE IDEAS, JOIN LEADERS
    27. 27. What You’ll Find Logos
    28. 28. FLEXIBLE AND CONSISTENT
    29. 29. YOUR CLUB LOGO
    30. 30. FOUNDATION LOGO
    31. 31. What You’ll Find Guidelines
    32. 32. What You’ll Find Advertisements
    33. 33. What You’ll Find Promotional Materials
    34. 34. Promotional Materials
    35. 35. Rotary’s New Look in Action
    36. 36. NEW What’s Rotary? wallet card (419)
    37. 37. NEW Versions Coming Soon… (Training Materials) (Promotional Materials) (Video) (Brochure)
    38. 38. Questions? How do you? Where can I find? What would you do if… What did you mean when?

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