The People of Action campaign is Rotary's new global public image initiative to better communicate what Rotary is and the impact of its work. Research found that while awareness of Rotary is growing, there remains a lack of clear understanding of Rotary and its activities. The campaign will highlight Rotarians as "People of Action" who see solutions to problems and work to implement lasting solutions in their communities. The first wave of campaign materials available on the Brand Center include videos, print ads, digital ads and social media graphics focused on connecting, inspiring and transforming communities. Clubs are encouraged to localize the ads and gather stories of People of Action to promote the campaign through social media, websites and other strategies.
With the Strengthening Rotary initiative well underway,
Rotarians are still looking for guidance on how to talk about
Rotary to current members, prospective members, donors,
and potential partners. If all members spoke in one voice,
we would have a stronger, more unified message. Together,
let’s learn to speak and write about Rotary with more
consistency, clarity, and confidence.
Rotary - Creating a public relations planPeggy Hebden
This presentation is intended to be a facilitated session; The questions are to be answered by the group - the notes provide discussion points for the presenter. For Rotary Clubs or Rotary District teams.
Whatever your interest, whether it's quilting, horseback riding, cycling, or wine appreciation, chances are there are other Rotarians who share your passion. Rotary Fellowships are international, independently organized groups of Rotarians, their spouses, and Rotaractors who share a common vocation or recreational interest. Learn about fellowships projects, tips for starting or joining a fellowship, and how the fun and service opportunities can enhance your Rotary experience.
Every year, Rotary International conducts over 40 research
studies, and Rotary clubs and districts do unknown amounts
of research on their own. Many Rotarians answer surveys
and participate in focus groups, but they often don’t learn
the results of the research. Learn highlights from some
of Rotary’s most important and interesting studies, hear
about research that clubs and districts are involved in, and
learn the impact research is making on the future of our
organization.
Do you wish your members were more active and engaged
in your Rotary club? Have your meetings become stale and
routine? Get some tips for making your meetings feel fun and
refreshed. Come with an open mind and leave with a new bag
of tricks to better engage your club’s members.
Corporate Sponsorship and Cause Marketing at the Club and District LevelsElizabeth Toms
Let’s discuss how Rotary clubs and districts can leverage
corporate support through local sponsorship and cause
marketing. Learn about different types of cause marketing
campaigns and how to package and price sponsorships.
You’ll also gain insight into what potential sponsors are
looking for, and understand Rotary’s guidelines on brand
usage as well as legal and financial considerations.
Does your club have difficulty keeping your newest members? Do you take the time to orient new members into the culture of your club and Rotary? Learn about when new members are most vulnerable to lose interest, and exchange ideas for communicating, engaging and supporting them.
Be a part of a conversation and provide your insight into
Rotary’s future — in 2020 and beyond. What’s working now,
and what can we do better in the future? In small groups
accompanied by facilitated discussion, we’ll explore recent
Board and Trustee decisions and talk about what Rotary
International can do to improve your experience in coming
years.
With the Strengthening Rotary initiative well underway,
Rotarians are still looking for guidance on how to talk about
Rotary to current members, prospective members, donors,
and potential partners. If all members spoke in one voice,
we would have a stronger, more unified message. Together,
let’s learn to speak and write about Rotary with more
consistency, clarity, and confidence.
Rotary - Creating a public relations planPeggy Hebden
This presentation is intended to be a facilitated session; The questions are to be answered by the group - the notes provide discussion points for the presenter. For Rotary Clubs or Rotary District teams.
Whatever your interest, whether it's quilting, horseback riding, cycling, or wine appreciation, chances are there are other Rotarians who share your passion. Rotary Fellowships are international, independently organized groups of Rotarians, their spouses, and Rotaractors who share a common vocation or recreational interest. Learn about fellowships projects, tips for starting or joining a fellowship, and how the fun and service opportunities can enhance your Rotary experience.
Every year, Rotary International conducts over 40 research
studies, and Rotary clubs and districts do unknown amounts
of research on their own. Many Rotarians answer surveys
and participate in focus groups, but they often don’t learn
the results of the research. Learn highlights from some
of Rotary’s most important and interesting studies, hear
about research that clubs and districts are involved in, and
learn the impact research is making on the future of our
organization.
Do you wish your members were more active and engaged
in your Rotary club? Have your meetings become stale and
routine? Get some tips for making your meetings feel fun and
refreshed. Come with an open mind and leave with a new bag
of tricks to better engage your club’s members.
Corporate Sponsorship and Cause Marketing at the Club and District LevelsElizabeth Toms
Let’s discuss how Rotary clubs and districts can leverage
corporate support through local sponsorship and cause
marketing. Learn about different types of cause marketing
campaigns and how to package and price sponsorships.
You’ll also gain insight into what potential sponsors are
looking for, and understand Rotary’s guidelines on brand
usage as well as legal and financial considerations.
Does your club have difficulty keeping your newest members? Do you take the time to orient new members into the culture of your club and Rotary? Learn about when new members are most vulnerable to lose interest, and exchange ideas for communicating, engaging and supporting them.
Be a part of a conversation and provide your insight into
Rotary’s future — in 2020 and beyond. What’s working now,
and what can we do better in the future? In small groups
accompanied by facilitated discussion, we’ll explore recent
Board and Trustee decisions and talk about what Rotary
International can do to improve your experience in coming
years.
Did you know that after most presentations, almost 63% of
attendees remember stories compared to 5% that remember
statistics? Join Rotary storytelling experts as they give
tips for using stories to make your next presentation more
memorable. Be prepared for an interactive workshop to help
you develop your own Rotary story.
Social Media 101: Using Social Media as a Listening and Relationship-Building...Rotary International
Are you reluctant to start using social media? It can seem intimidating or irrelevant, but this session will show you how social media can help your club attract new members, build partnerships, and transform your events.
In today’s business world, customer experience is king.
Modern marketers map customer experiences to build
lasting relationships, and Rotary clubs can do the same.
Learn the guiding principles behind what makes Rotary
membership attractive, discover three key experiences
members are seeking, and discuss ways to leverage
engagement at critical stages of the membership journey.
You've created your People of Action ad, and you're ready to tell Rotary's story. Now what? Having a plan to share your ads in multiple places is vital to spreading Rotary's message. Use our easy-to-follow outline as you explore both new and traditional media outlets to share your story with your community.
Is your club membership a revolving door, with new
members leaving within the first year? Learn strategies from
other clubs that will help you engage members, keep them
active and enthusiastic, and enhance club retention.
The Green is a community of thought leaders, entrepeneurs, visionairs and doers who believe that sharing knowledge, vision and experience on subjects as innovation, sustainability and technology can change attitudes, lives and our environment.
If you’re already using social media to promote Rotary and your club, this session is for you. Rotary International’s social media professionals will discuss strategies, case studies, and intermediate tactics to better leverage your social media channels. Bring your laptop or device and leave equipped with actionable social marketing tips.
New Club Flexibility: How Can It Attact and Keep MembersElizabeth Toms
How can your club be more attractive to prospective
members, and what can you do to keep your members? How
can Rotary remain a priority when everyone has limited
time? This session will explore club successes and consider
what “flexibility” means. You’ll learn how your club might
benefit from increased flexibility and get ideas for the
coming year. You’ll also hear about changes you may need to
make to your bylaws to accommodate your innovations.
Volunteers are a powerful force for good in the world, giving their time, energy, and skills to those who need them most. Guiding these individuals can be as challenging as it is exciting, as the volunteer process is continually evolving. This breakout session explores the changing nature of volunteering and the ways that Rotary and other service organizations are responding to these developments.
Learn about the importance of consistent and cohesive branding, compliance with Rotary branding standards, and correct use of the Rotary masterbrand. See examples of how clubs and districts have developed strategies to present a unified message through our brand.
Get inspired to lead your club to greatness in 2016-17.
Network with your class of incoming presidents, learn
from leaders who have been in your shoes, and hear about
initiatives to boost membership. Get inspiration from past
and current leaders and get motivated for the year ahead.
Do you want to plan sizzling Rotary projects that deliver effective outcomes for people and the environment? This workshop will give you a five-step guide and tools based on experience and good business practice to develop, plan, implement, monitor and evaluate, and sustain successful Rotary projects while ensuring environmental sustainability. The workshop, led by experienced facilitators, also will assist you with access to online templates and other resources.
Harness the power of the crowd | Digital conference | 27 October 2016CharityComms
Emily Collins, fundraising advisor, I.G. Advisors and Erin Niimi Longhurst, communications and social media advisor, Social Misfits Media
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
[Webinar] Major Gifts Strategies: Stop Wasting Time On Nickels and DimesDonorCommunity
All non profits seek how to maximize their time and resources to raise more money. Yet many spend too much of their valued staff and board time seeking many small gifts, rather than fewer large ones.
Hosted by DonorCommunity, and major gifts expert Rolando Rodriguez of CrossPointPlus, review practical strategies that will pay off with bigger gifts and a much higher return on investment. Get more strategy advice on how to best “mine your own backyard” for gold, using quality information and a systematic approach, by visiting us: http://goo.gl/hULeqT
A guide to mapping your audiences. Audience first conference, 16 July 2014CharityComms
Ranila Ravi-Burslem, head of marketing planning and analysis, NEST
Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk
Does your Rotary club have more than 125 members? Do you
struggle to keep everyone engaged and appeal to potential
Rotarians? Come share challenges and best practices with
members and leaders from other large clubs.
A Rotary Community Corps (RCC) is a group of people who share our commitment to changing the world through service projects. More than 8,500 corps are working in over 90 countries, in urban and rural areas, and in both developed and developing regions. Discover how you can organize an RCC and make an extraordinary impact in your community.
How do we get people to do things for the common good? Parkinson's in the wor...CharityComms
Emma Jones, senior marketing officer, Parkinson's UK
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Utilizing social media for promoting cultural awareness and peace Lovette Jam Jacosalem
This is a talk about using social media as a tool for promoting cultural awareness and peace presented during the Kultourismo Workshop on "Promoting Cultural Diversity in Lanao through Visual Narratives."
---
About Kultourismo
Kultourismo is a combination of Kultura (Culture) and Turismo (Tourism) which means a travel or a journey to know and learn about the different cultures. Kultourismo is a youth-led campaign project that aims to suffice and spread information on cultural diversity that may help in answering and correcting some misconceptions and prejudices in our society, specifically in the Lanao province that will eventually promote cultural awareness.
Kultourismo believes that through exploring different cultures, peace can be achieved.
Kultourismo was formed through Project YACAP, a 5-month leadership development program funded by US Embassy that envisions building a generation of young people in Mindanao who will commit to embrace the culture of Peace.
This project aims to bridge the bond between the people in different cultures and to serve as strings that will connect people to make them become closer with each other especially the people of Lanao, until misconceptions and negativity about the differences will become a history between.
Did you know that after most presentations, almost 63% of
attendees remember stories compared to 5% that remember
statistics? Join Rotary storytelling experts as they give
tips for using stories to make your next presentation more
memorable. Be prepared for an interactive workshop to help
you develop your own Rotary story.
Social Media 101: Using Social Media as a Listening and Relationship-Building...Rotary International
Are you reluctant to start using social media? It can seem intimidating or irrelevant, but this session will show you how social media can help your club attract new members, build partnerships, and transform your events.
In today’s business world, customer experience is king.
Modern marketers map customer experiences to build
lasting relationships, and Rotary clubs can do the same.
Learn the guiding principles behind what makes Rotary
membership attractive, discover three key experiences
members are seeking, and discuss ways to leverage
engagement at critical stages of the membership journey.
You've created your People of Action ad, and you're ready to tell Rotary's story. Now what? Having a plan to share your ads in multiple places is vital to spreading Rotary's message. Use our easy-to-follow outline as you explore both new and traditional media outlets to share your story with your community.
Is your club membership a revolving door, with new
members leaving within the first year? Learn strategies from
other clubs that will help you engage members, keep them
active and enthusiastic, and enhance club retention.
The Green is a community of thought leaders, entrepeneurs, visionairs and doers who believe that sharing knowledge, vision and experience on subjects as innovation, sustainability and technology can change attitudes, lives and our environment.
If you’re already using social media to promote Rotary and your club, this session is for you. Rotary International’s social media professionals will discuss strategies, case studies, and intermediate tactics to better leverage your social media channels. Bring your laptop or device and leave equipped with actionable social marketing tips.
New Club Flexibility: How Can It Attact and Keep MembersElizabeth Toms
How can your club be more attractive to prospective
members, and what can you do to keep your members? How
can Rotary remain a priority when everyone has limited
time? This session will explore club successes and consider
what “flexibility” means. You’ll learn how your club might
benefit from increased flexibility and get ideas for the
coming year. You’ll also hear about changes you may need to
make to your bylaws to accommodate your innovations.
Volunteers are a powerful force for good in the world, giving their time, energy, and skills to those who need them most. Guiding these individuals can be as challenging as it is exciting, as the volunteer process is continually evolving. This breakout session explores the changing nature of volunteering and the ways that Rotary and other service organizations are responding to these developments.
Learn about the importance of consistent and cohesive branding, compliance with Rotary branding standards, and correct use of the Rotary masterbrand. See examples of how clubs and districts have developed strategies to present a unified message through our brand.
Get inspired to lead your club to greatness in 2016-17.
Network with your class of incoming presidents, learn
from leaders who have been in your shoes, and hear about
initiatives to boost membership. Get inspiration from past
and current leaders and get motivated for the year ahead.
Do you want to plan sizzling Rotary projects that deliver effective outcomes for people and the environment? This workshop will give you a five-step guide and tools based on experience and good business practice to develop, plan, implement, monitor and evaluate, and sustain successful Rotary projects while ensuring environmental sustainability. The workshop, led by experienced facilitators, also will assist you with access to online templates and other resources.
Harness the power of the crowd | Digital conference | 27 October 2016CharityComms
Emily Collins, fundraising advisor, I.G. Advisors and Erin Niimi Longhurst, communications and social media advisor, Social Misfits Media
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
[Webinar] Major Gifts Strategies: Stop Wasting Time On Nickels and DimesDonorCommunity
All non profits seek how to maximize their time and resources to raise more money. Yet many spend too much of their valued staff and board time seeking many small gifts, rather than fewer large ones.
Hosted by DonorCommunity, and major gifts expert Rolando Rodriguez of CrossPointPlus, review practical strategies that will pay off with bigger gifts and a much higher return on investment. Get more strategy advice on how to best “mine your own backyard” for gold, using quality information and a systematic approach, by visiting us: http://goo.gl/hULeqT
A guide to mapping your audiences. Audience first conference, 16 July 2014CharityComms
Ranila Ravi-Burslem, head of marketing planning and analysis, NEST
Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk
Does your Rotary club have more than 125 members? Do you
struggle to keep everyone engaged and appeal to potential
Rotarians? Come share challenges and best practices with
members and leaders from other large clubs.
A Rotary Community Corps (RCC) is a group of people who share our commitment to changing the world through service projects. More than 8,500 corps are working in over 90 countries, in urban and rural areas, and in both developed and developing regions. Discover how you can organize an RCC and make an extraordinary impact in your community.
How do we get people to do things for the common good? Parkinson's in the wor...CharityComms
Emma Jones, senior marketing officer, Parkinson's UK
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Utilizing social media for promoting cultural awareness and peace Lovette Jam Jacosalem
This is a talk about using social media as a tool for promoting cultural awareness and peace presented during the Kultourismo Workshop on "Promoting Cultural Diversity in Lanao through Visual Narratives."
---
About Kultourismo
Kultourismo is a combination of Kultura (Culture) and Turismo (Tourism) which means a travel or a journey to know and learn about the different cultures. Kultourismo is a youth-led campaign project that aims to suffice and spread information on cultural diversity that may help in answering and correcting some misconceptions and prejudices in our society, specifically in the Lanao province that will eventually promote cultural awareness.
Kultourismo believes that through exploring different cultures, peace can be achieved.
Kultourismo was formed through Project YACAP, a 5-month leadership development program funded by US Embassy that envisions building a generation of young people in Mindanao who will commit to embrace the culture of Peace.
This project aims to bridge the bond between the people in different cultures and to serve as strings that will connect people to make them become closer with each other especially the people of Lanao, until misconceptions and negativity about the differences will become a history between.
The World Wide Web has changed the way companies advertise and market their businesses. Its time for the PR companies to adopt the practices of Social Media as this New Age Media just cannot be ignored. This is my presentation made at National Seminar on New Media, Corporate Communications and Ethical Issues organised by Department of Communication and Journalism, Gujarat University in association with Public Relations Society of India.
Are you ready to lead your club in 2017-18? Start thinking
about how you can get the most out of your presidents-elect
training seminar (PETS). Learn what you can do now to set
yourself up for a successful term as president.
Rotarians are our best brand ambassadors, and the ideal
spokespeople for communicating the value we bring to the
communities we serve around the world. Come learn about
the new public image resources you can use to increase
others’ understanding of Rotary and inspire them to take
action, or even become members.
Computers In Libraries - Innovative Funding AlternativesBrian Pichman
Crowdsourcing support (through sites such as Kickstarter or Indiegogo) is a challenging and often daunting task. In order for a truly successful campaign, there are a variety of steps that need to be meticulously maintained and followed. This session helps you learn the basics, from start to finish, about launching your new idea through a crowd- sourced campaign. It also discusses various methods and strategies to find extra money so that you may do more! It shares strategies and methods from a business perspective that libraries can use to have successful wins. Learn how to do more with less, find new sources for funding, and build a strategy to get more for your library.
The Key to Success on Social Media - Samantha Singer - Marketing Success - Au...Marketing Success
The topics will include:
- principles of social media marketing
- how to generate revenue through social media
- social media ads – are they worth it?
- using social media in an authentic manner
- Facebook, Twitter, Periscope, Snapchat – how to determine the relevant social media channels available
Lori and Sean from The Connected Brand share their expertise on how strong brands are built, why this matters to charitable organizations of all sizes, and the common misconceptions about what brands are. They will also be sharing a donor journey tool that attendees can take away and put into action.
This session provides a comprehensive overview of the latest updates to the Uniform Administrative Requirements, Cost Principles, and Audit Requirements for Federal Awards (commonly known as the Uniform Guidance) outlined in the 2 CFR 200.
With a focus on the 2024 revisions issued by the Office of Management and Budget (OMB), participants will gain insight into the key changes affecting federal grant recipients. The session will delve into critical regulatory updates, providing attendees with the knowledge and tools necessary to navigate and comply with the evolving landscape of federal grant management.
Learning Objectives:
- Understand the rationale behind the 2024 updates to the Uniform Guidance outlined in 2 CFR 200, and their implications for federal grant recipients.
- Identify the key changes and revisions introduced by the Office of Management and Budget (OMB) in the 2024 edition of 2 CFR 200.
- Gain proficiency in applying the updated regulations to ensure compliance with federal grant requirements and avoid potential audit findings.
- Develop strategies for effectively implementing the new guidelines within the grant management processes of their respective organizations, fostering efficiency and accountability in federal grant administration.
Presentation by Jared Jageler, David Adler, Noelia Duchovny, and Evan Herrnstadt, analysts in CBO’s Microeconomic Studies and Health Analysis Divisions, at the Association of Environmental and Resource Economists Summer Conference.
Monitoring Health for the SDGs - Global Health Statistics 2024 - WHOChristina Parmionova
The 2024 World Health Statistics edition reviews more than 50 health-related indicators from the Sustainable Development Goals and WHO’s Thirteenth General Programme of Work. It also highlights the findings from the Global health estimates 2021, notably the impact of the COVID-19 pandemic on life expectancy and healthy life expectancy.
Donate to charity during this holiday seasonSERUDS INDIA
For people who have money and are philanthropic, there are infinite opportunities to gift a needy person or child a Merry Christmas. Even if you are living on a shoestring budget, you will be surprised at how much you can do.
Donate Us
https://serudsindia.org/how-to-donate-to-charity-during-this-holiday-season/
#charityforchildren, #donateforchildren, #donateclothesforchildren, #donatebooksforchildren, #donatetoysforchildren, #sponsorforchildren, #sponsorclothesforchildren, #sponsorbooksforchildren, #sponsortoysforchildren, #seruds, #kurnool
Jennifer Schaus and Associates hosts a complimentary webinar series on The FAR in 2024. Join the webinars on Wednesdays and Fridays at noon, eastern.
Recordings are on YouTube and the company website.
https://www.youtube.com/@jenniferschaus/videos
ZGB - The Role of Generative AI in Government transformation.pdfSaeed Al Dhaheri
This keynote was presented during the the 7th edition of the UAE Hackathon 2024. It highlights the role of AI and Generative AI in addressing government transformation to achieve zero government bureaucracy
2. AgendaAgenda
• What is the People of Action Campaign?
• Why is Rotary doing this campaign?
• People of Action campaign strategy
• People of Action PSA
•How can you support the campaign?
3. People of Action CampaignPeople of Action Campaign
• New suite of assets for clubs and districts to
help communicate Rotary’s story
• Next step in Rotary’s brand strengthening
initiative
• Allow Rotary clubs to localize ads for relevance
• Three year initiative that was officially
announced at Convention in Atlanta
6. 2015 Global Public Image Study2015 Global Public Image Study
• While aware of Rotary by name/emblem, the public lacks
a clear understanding about Rotary and our impact
7. 2015 Global Public Image Study2015 Global Public Image Study
Those familiar with Rotary may have their knowledge shaped
by misperceptions or half-truths
•Rotary is organization for people “not like me”
• Older, male, members are at different educational and professional
levels
•Seen as an exclusive
People join for:
•Sense of purpose
•Champions causes important to me and makes a difference locally
•Friendship/fellowship
•Networking
•Organization has an established reputation/strong heritage
9. • Narrow gap between awareness &
understanding
• Define ‘What is Rotary,’ impact Rotary makes
• Allow Rotary clubs to localize ads for
relevance
• Lay foundation for member engagement,
donations and the service work we do
Public Image Campaign Strategy
10. • Highlight Rotarians as People of Action
• Where others see problems, Rotarians see
solutions, possibilities for their community
• Share vision with fellow members and
community partners/experts to exchange ideas
about potential, lasting solutions
• Mobilize others to take action to bring those
ideas to life
Campaign Narrative
16. First Wave of Materials on Brand CenterFirst Wave of Materials on Brand Center
Rotary.org/brandcenter
• Videos
• 0:90 sec, 0:30 sec
• Print ads – Together, We
• Connect
• Inspire
• Transform
• End Polio
• Digital ads
• Share graphics for social media – Together, We
• Connect
• Inspire
• Campaign guidelines
• Style guide for design professionals
17. Creative in DevelopmentCreative in Development
• Social media guides
• PR guide
• Style guide for professional designers
• Radio ads and script
• Outdoor ads
• Pop-up banners
18. Public Image Resources on Brand CenterPublic Image Resources on Brand Center
• Visual & Voice Identity Guide
• Logos
• Prospective member brochure
• Club brochure template
• Event planning guide
• Banners for events
• Messaging guide
19. How Can You Take Part?How Can You Take Part?
•Start gathering people of action stories
•Ask: is my club delivering on Rotary’s brand
promise
•Who can help localize the ads and promote in social
media, on your website
•Who can help with media placement or help develop
creative strategies for placing ads
•Visit Brand Center - Rotary.org/brandcenter
Speaker mini bio and intro
Ask the audience
Why should we be focusing on Rotary’s public image?
Why is it important to clubs?
How can clubs enhance their communications?
When competing for the hearts and minds of the public, we know that public image supports EVERYTHING we do to attract new members, engage existing ones, and grow club foundations, The Rotary Foundation and partners. And this is also true for Rotary or for the clubs in your district.
The People of Action public image campaign is a suite of new assets and resources that are designed to help communicate to the public Rotary’s story and highlight the impact we make around the world.
The campaign is the next step in the Rotary brand strengthening initiative that started in 2011 and aims to tell Rotary’s story in a consistent and compelling way. It helps narrow the gap between awareness of Rotary and a deeper connection and understanding about who Rotarians are and what we do in our communities.
Clubs and districts will be able to localize the campaign for their communities. Campaign guidelines will be provided to help them do this.
This campaign is a marathon, not a sprint - it is a three year initiative. It launched at Convention in Atlanta. Assets – videos, print ads – will be rolled out over at least an 18 month period. As with other Rotary initiatives, we anticipate that it will take some time to develop awareness and understanding of the campaign and for clubs to get comfortable using the assets.
We are excited about the early support for the People of Action campaign.
All effective communications efforts are grounded in research.
In 2010, Rotary worked with international branding consultants Siegel + Gale on a major branding initiative. An important part of this work was conducting a public image survey. The insights from this work supported the objectives of the re-branding project which has been underway since 2011.
Last year, Rotary conducted a second wavy of public image research in 15 countries to find out what the public believes about Rotary.
Here’s what we learned:
75% of the public is aware of Rotary – which is up from 60% in 2011.
Awareness is higher in some parts of the world – eg. Africa eg. Nigeria where our work on polio eradication has been very visible. Less here in the US and in Canada.
Although three quarters of the general public know our name, they don’t fully understand Rotary.
They are not familiar with any Rotary programs.
They are not aware of our efforts to end polio.
And, nearly 60% of those surveyed were unaware that a Rotary club exists in their own community.
Unfortunately, many hold misperceptions of Rotary. We learned that too many people are getting the wrong story about us.
Rotary is organization for people “not like me” and Rotary is seen as exclusive. Tip to overcome that create enough value behind our brand promise – in your photos and promotion of your club – show diversity – women and men, age diversity etc.. Rotarians are considered charitable, respected, educated, humanitarians. These are things we want to reinforce in our communications.
Remember the reasons that your joined Rotary for. Whether it be a sense of purpose, or to work with a cause, or to network; the outcome of being a Rotarian is to able be a person of action.
All of these insights helped shape new resources that are in development to help us communicate our brand promise and proof to the public.
Campaign strategy
Campaign narrative
Campaign assets
What to expect
What you can do now
Campaign aims to narrow the gap between awareness and understanding. When we say understanding, what do we mean?
When we have understanding of what Rotary is and the impact Rotary makes – communities know that they can count on us to be a part of overcoming communities challenges. So for example when we seek donations or ask for assistance with a service project, they say YES
So how do we define Rotary and the impact we make? …we want people to know that the signs they see at our meeting spaces or along the roads…have meaning and a purpose. A Rotary club is where great minds gather, ideas are exchanged, friendships and deep bonds are formed, and plans are made for what we are doing next to support the community.
The focus of our first set of campaign assets is showing Rotarians as the people of action that we are.
We know that Rotarians share a unique perspective and passion for taking action to improve our communities and the world. Where others see challenges, we see opportunity and hope. Where others see problems, we see solutions. And when we see what’s possible in our communities, we mobilize our club members and other community leaders and committed professional experts. We share our vision and exchange ideas about lasting solutions. And importantly, we take action to bring those ideas to life.
http://chicago.flavor.tv/flavor_web/18057_rotary/quicktimes/Rotary_WhatWeSee_EN.mp4
Over the next two years we will continue to develop and release new ads. The first wave of ads will be available to you at the beginning of the next Rotary year on our Brand Center.
First wave: understanding of Rotary – positon us as people of action
Second wave: build understanding of club experience and the value of membership
Third wave: build understanding around our six areas of focus.
http://chicago.flavor.tv/flavor_web/18057_rotary/quicktimes/Rotary_WhatWeSee_EN.mp4
You just saw a sneak peek of our new ad campaign, People of Action. Over the next two years we will continue to develop and release new ads. The first wave of ads will be available to you at the beginning of the next Rotary year on our Brand Center.
First wave: understanding of Rotary – positon us as people of action
Second wave: build understanding of club experience and the value of membership
Third wave: build understanding around our six areas of focus.
Templates will be created so that clubs can create ads that help them tell their people of action story. Campaign guidelines provides clubs with guidance for telling their people of action stories and how to create an a from the story outline. It also provides tips and techniques for capturing photos that showcase the people we are helping in our work, that are representative of our club and support the claim that we are people of action.
People of Action assets will be available for download starting in August. Check back to Brand Center regularly, new assets will be added regularly.
Start gathering your proof: people of action stories and impact statements
Take that hard look to determine – is my club or the clubs in our district delivering on Rotary’s brand promise? Whether yes or no, there are already resources and tools to help you change that or enhance your delivery of that message.
Who has the experience and connections in marketing, advertising or other fields that can help drive the campaign implementation. Who can help localize these ads, implement them into your social media, website, newsletters, who can help arrange to get the ads placed as public service announcements or create strategies for pooling funds or in-kind media support for the district
WRAP”
Why should we be focusing on Rotary’s public image?
Why is it important to clubs?
Encourage clubs to use resources resources on Brand Center,
Social media is a great place to start – gather your stories and challenge your clubs (your club members) to start by posting one each month.