The document discusses strategies for improving Rotary's public image and promoting awareness of Rotary. It mentions that focus groups in 2008 found Rotary was perceived as elitist, inflexible, male-centric, old, and secretive. The document then outlines a 2010-2011 communications plan to increase awareness of the local Rotary club through strategies like celebrating milestones, improving signage and uniforms, and engaging local media. It discusses targeting audiences like potential new members aged 30-45, business leaders, and local communities. The plan also suggests advertising through banners, flags, posters and working with local businesses.