Make Your Club Shine (#Rotaract15)

2015 Rotaract Preconvention, Sao Paulo, Brazil
#rotaract15 #RACtalk
Make Your Club Shinea marketing guide for Rotaractors
Presented by:
Yvonne Kwan, Rotarian, USA
Aisha Liburd, Rotaractor, British Virgin Islands
Diego H. Bazzo Martins, Rotaractor, Brazil

Objectives: why are we here?
• Understand how to develop a successful marketing plan
• Reflect on current strengths and how to build on
strengths in marketing Rotaract
• Learn how to prepare a marketing plan
• Learn how to implement smart social media practices
• Utilize social media to attract members
• Understand your audience & how to cater to its needs
• Become a master at “selling” Rotaract — in person
and online
Make Your Club Shine | 2015 Rotaract Preconvention

POP QUIZ!
How well is your club doing
with marketing?

QUESTION 1
How strong is your club’s
overall marketing strategy?
a) We have no marketing strategy. (1 point)
b) We had a strategy but have lost track and seldom use
it to focus our efforts in marketing our club. (2 points)
c) We have a strong, effective overall marketing
strategy that is active to ensure we develop and use
multiple marketing tools. (3 points)
Adapted from Prince Marketing, Canada

QUESTION 2
Do you have a striking logo that
clearly identifies your club? (This is
outside of the general Rotaract logo.)
a) We have no logo. (1 point)
b) We have a logo, but it’s cluttered, can be difficult to
read, does not really brand our club… or it does
communicate what we do, but is very dated. (2 points)
c) We have a very attractive, creative logo that clearly
brands our club. (3 points)

QUESTION 3
How comprehensive is your
club’s print effort?
a) We have no print materials except business cards and
stationery. (1 point)
b) We have a brochure as well as our business cards and a
letterhead, but we have been using them for years and
some are out of date. (2 points)
c) We have various printed materials that are creative,
informative, consistent in look, up-to-date, and reflect our
club image. (3 points)

QUESTION 4
How effectively is your club using
the internet to promote itself?
a) We have no website. (1 point)
b) We have a website, but it’s just a page or two with little
information… or it is very outdated. (2 points)
c) We have a current, attractive, branded website. It is
easy to navigate, provides information, reasons to visit,
and contact us. It is a site that visitors would refer to
others. (3 points)

QUESTION 5
How effective is the copy you use
in your advertising?
a) We write in-house and, while not perfect, it seems
okay. (1 point)
b) We’ve used professionals to create our materials,
but while well written, the various pieces all sound
like they were done by different people. (2 points)
c) All our materials are written and/or edited by a
designated marketing chair or committee. (3 points)

QUESTION 6
Are you expanding your
marketing across various media?
a) We haven’t really thought about it. (1 point)
b) We’ve studied some of the options but not all. Mostly
we try something when someone suggests it or we’re
contacted by a media person. (2 points)
c) We seek advice from experienced users and consider
the options, then try what we believe will work best for
us. We always evaluate the results. (3 points)

HOW DID YOU DO?
16-18 points: Outstanding marketing. Congratulations,
you’re a marketing master! You have put much effort and
thought into helping your club grow.
14-16 points: Good marketing. Your advertising/marketing is
accomplishing some, but to be as effective as possible, there
are areas that still have much room for improvement.
12-14 points: Fair marketing. There are a number of areas
that require action to enable your company’s marketing tools
to be far more effective.
Less than 12 points: Marketing emergency! Your club needs
to begin a unified effort to create or improve its marketing at
all levels. (But that’s okay; we’re here to help!)

On marketing Rotaract
But first…what is marketing?
• Marketing is the way companies interact with consumers to
create relationships that are beneficial to both parties
• Marketing is a tool that can be used for noble reasons; it’s
not all about the sale
• Marketing is a way to be more convincing so that we can
persuade people to donate, sign a petition, volunteer, etc.
• Marketing allows you to meet your audience where they are,
physically and mentally

Developing a marketing plan
Be true to yourself and your audience!
• Perform an Assessment
✓Determine current audience
✓Evaluate current tools
• Set Goals and Strategy
✓Outline strategy and tactics
• Determine your Unique Value
✓Understand how your club/organisation is different from others
✓Find your brand’s sweet spot

Developing a marketing plan
Be true to yourself and your audience!
• Craft Your Message
✓Understand “me” marketing vs. “you” marketing
✓Engage and inspire your audience
• Choose Your Tools
✓Determine online and offline tactics
✓Social media
• Define Budget, Timeline, and Resources
✓Assign responsibilities
• Track and Measure Results
✓Develop a timeline

What is interesting is the power and the
impact of social media... So we must try to
use social media in a good way.
- Malala Yousafzai

What is social media?
Websites and applications that enable
users to create and share content or
to participate in social networking
It gives us a way to convey
ourselves to the public.

Clear, simple
profile picture
Appealing and
clear photo
that showcases
group
Repost of relevant content
with additional comments

On social media: Do’s and Don’ts
DO
• Have a designated marketing/
social media person/team
• Actively update content (~2-3
times per week) and maintain
• Share unique projects and fun
moments from your club
• Accompany posts with pictures
• Repost content that is relevant to
your audience; add additional
comments/blurbs to the repost
• Appeal to your audience; “How
can we help you?”
• Tag appropriately
DON’T
• Sync all social media to one
source
• Share inappropriate activities
• Post anything you wouldn’t want
your parents to see
• Go overboard with reposting

On social media: attracting members

Social media can easily
become one-sided
Show your audience what they
can gain from your group

How do we know
what our audience is
looking for?

University-based vs. Community-based
University-based
• University students aged (on
average) 18-22
• Looking for ways to grow social
circle
• Building professional relationships
for post-graduation job
• Looking to give back
• Meeting new people
• Having fun
Community-based
• Students and young professionals
in area aged 18-30
• Looking for ways to grow social
circle
• Building professional network
• Looking to give back
• Meeting new people
• Having fun
“I joined for the fellowship, but I stayed to
make a change in the world.”

“Sell me this pen.”

YOUR TURN!
Elevator Pitch Exercise

Attracting members
• Elevator pitch; personality
• Don’t overload with information
• Flyers/posters/banners
• Display unique service projects & moments of fun
• Free food
• Door greeters at meetings and events
“Would I want to join this club?”

The Golden Rule:
Have fun!

Debrief.
What did we learn?

What have we learned?
• Understood how to develop a successful marketing plan
• Reflected on current strengths and how to build on
strengths in marketing Rotaract
• Learned how to prepare a marketing plan
• Learned how to implement smart social media practices
• Found ways to utilize social media to attract members
• Further understand your audience & how to cater to its
needs
• Became a master at “selling” Rotaract — in person
and online

Questions?
Contact us!
Yvonne Kwan
yvonne@kwanlegends.com
@yvonnekwansays
Aisha Liburd
aisha.liburd@gmail.com
Diego H. Bazzo Martins
dibazzo@outlook.com

Make Your Club Shine (#Rotaract15)

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