Vancouver zone branding peggy-jennifer
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Branding Presentation that Jennifer Jones gave in Vancouver at Zone 24-32 Institute and I presented at Regional Success Seminar in Moncton, NB Oct 28, 2012
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- 1. Strengthening Rotary’s Brand Peggy Hebden, Rotary Public Image Co-ordinator Zone 24E October 2012
- 2. Senior Leaders Past President / TRF Chairman Bill Boyd - Chair Directors • José Antonio Antiório • Ann-Brit Åsebol • Anne L. Matthews Trustees • Mike McGovern • Kazuhiko Ozawa Communications Committee • Jennifer Jones
- 3. Project objectives Clarify what Rotary stands for, why it’s different and why people should care Elevate awareness and understanding of Rotary Motivate and engage current members, donors and strategic partners Inspire and attract prospective members, donors and strategic partners 3
- 4. Clean Slate
- 6. Brand is… How an organization THINKS, ACTS & COMMUNICATES EXPERIENCE received. PROMISE delivered. 6
- 7. Brand is… Who we are? What we do? Why it matters? 7
- 8. Brand is… Not about reinvention. It’s about focus. 8
- 9. Challenge Not earning full credit for our good work Harder to reach our full potential
- 11. • London •• Hamburg Beijing •• Shanghai • San Francisco • Japan Los Angeles New York Dubai Korea • Argentina South Africa Australia
- 12. Project Overview Uncover our Build our brand strategy Clarify our opportunity offerings Activate Empower Roll out our our visual audiences to strengthened expression live the brand brand globally 12
- 13. Conducted 160+ interviews Visited Collected 11,334 surveys 20 clubs and attended the Participated in 2012 5 institute International meetings Convention Reviewed 400+ Obtained comprehensive feedback documents 13 from Rotarians in 167 countries
- 14. FINDING 1 We have the strengths necessary for greatness 14
- 15. Core strengths give us unique ability 1. Multidisciplinary perspective allows us to see challenges in See differently ways others can’t 2. Ability to apply best-in- business thinking to social Think differently issues 3. Passion and perseverance necessary for lasting change Act responsibly 4. Collective impact of our Impact global community communities 15 globally
- 16. FINDING 2 Audiences want what we offer— we just need to help them understand 16
- 17. Motivators of service and donations are universal: audiences want to understand, feel and believe Distinct Personal Measurable Approach Connection Impact • Clear focus • Part of something • Long track record • Highest ethical meaningful • Measurable results standards • Helps me set a • Global reach • Unites different positive example and impact skills/perspectives • Proud to be associated with to solve issues 17 Note: Attributes above represent a sample of motivators.
- 18. These motivators support the primary reason people join Rotary… To positively impact my community Friendship and fellowship 30% Professional networking/ business development opportunities To have a positive impact globally 20% Potential for personal/ professional recognition Development and 10% training opportunities 0% 18
- 19. These motivators support the primary reason people stay with Rotary To positively impact my community Friendship and fellowship 30% Professional networking/ business development opportunities To have a positive impact globally 20% Potential for personal/ professional recognition Development and 10% training opportunities 0% 19
- 20. FINDING 3 The world is moving in our favor 20
- 21. Opportunity for social enterprises Run like a business Bottom-line Purpose driven driven 21 Run like an NGO
- 22. IMPLICATIONS • Rotarians are responsible leaders—socially and ethically • Connecting always will be driving force behind Rotary • Not just about global impact—Rotary creates community impact on a global scale 22
- 23. We currently communicate like a humanitarian service organization Business/ Business/ Professional Professional Service Service Leaders Leaders 23
- 24. “AND” For Rotary, opportunity is in the Business/ Business/ Service Service Professional Professional Leaders Leaders 24
- 25. Strengths differentiate CATEGORY OF ONE! 25
- 26. Sample membership brochure Today: How I join Tomorrow: 26 Why I join (For example only)
- 36. Rotary Showcase
- 37. Young Professionals Rotary Visitors Centre
Editor's Notes
- Thank you for inviting me to share a brief look at an initiative that Rotary’s Board of Directors, our Foundation Trustees and our General Secretary all believe will… STRENGTHEN ROTARY’S BRAND…and increase Rotary’s impact locally and globally.
- It is clear that a project of this size and scope must be jointly and equally owned by both the Rotary International Board of Directors and the Foundation Trustees. As a result, a working group of senior leaders was formed to Strengthen Rotary’s Brand. This committee has full ownership of all facets of the branding initiative. Past President and Foundation Chairman Bill Boyd has been appointed as chair. Directors José Antiório, Ann-Brit Åsebol, Anne Matthews…and Trustees Mike McGovern and Kaz Ozawa fill out the committee’s senior leadership. Jennifer Jones, the Vice Chair of the Communications Committee, was appointed as well.
- We have 4 primary objectives
- The Committee began with a CLEAN SLATE… Starting right at the beginning… Answering the question: What is a brand? It looked at trends among nonprofits…and how powerful, well known brands became that way. The Committee had conversations with other nonprofits that had recently undergone brand work. All of them conveyed a similar message. Each nonprofit we talked with told us they strengthened their brand. Achieved their goals. And agreed that their brand work made a real difference for their organization, clarifying the messaging and strengthening the impact of their entire organization. Let’s recap some of the key aspects of branding and share some of the major insights. And I’d like to do this by starting with something everyone in this room already knows about Rotary…
- That’s right…Rotarians are awesome already. Your passion for Rotary…and for the amazing good works you do in your local communities provides a model for the world. When a Rotarian extends a hand…more than a million of you are well within reach. You are innovators and problem solvers…entrepreneurs and leaders. You are united by a shared sense of responsibility to improve the communities in which you live. So the aim of our work to Strengthen Rotary’s Brand is not to reinvent Rotary. The aim is to get back to Rotary’s roots…to what makes Rotary great…to clarify and focus our messages. And to inspire you…your club…and our entire organization. We do this through a very powerful idea…the idea of brand.
- WHAT is a brand? It’s a promise. It provides a discipline for how an organization THINKS, ACTS and COMMUNICATES. There is a powerful emotional component to it as well. Our brand work centers on aligning the EMOTIONAL EXPERIENCE of Rotary…what you see in this heartwarming image…and the PROMISE we deliver…everywhere a person comes into contact with us, our people, and the good works Rotarians do.
- Brand is an enduring concept that answers the most fundamental questions at the heart of an organization: Who are we? What do we do? And why should anyone care? There is a powerful emotional component to it as well. Our work centers on aligning the EMOTIONAL EXPERIENCE of Rotary…what you see in this heartwarming image…and the PROMISE we deliver…everywhere a person comes into contact with us, our people, and the good works Rotarians do.
- Great as Rotary is, we face a challenge. Two years ago our Directors and Trustees recognized that Rotary is NOT EARNING FULL CREDIT for who we are and for the good works Rotarians are doing. Our own Public Image Surveys, conducted in 2006 and 2010, show 62 percent of people worldwide know our name. But they do not know much about us. This is important because it makes it harder for us as an organization…and harder for our clubs…to attract volunteers, acquire new members and strengthen our impact. Our combined boards saw that we need to ASSOCIATE our STRENGTHS and the good works you do WITH ROTARY. In support of the Strategic Plan they launched an initiative to Strengthen the Rotary Brand.
- Strengthening our brand will create a cycle where success builds on success. By STRENGTHENING the Rotary brand we drive MEMBERSHIP which will increase CONTRIBUTIONS and lead to more and bigger PROJECTS that will strengthen our public image and understanding and heighten our IMPACT which will add additional STRENGTH to the Rotary brand and so on…
- In September 2011, after a rigorous months-long evaluation process, our Boards hired a global strategic brand consultancy to help us. Siegel+Gale has extensive experience and a strong track-record of success with global nonprofits. Some of their clients include: Pfizer Hewlett Packard Kaust University in Saudi Arabia Project Hope in China And The YMCA in the U.S.
- Since September 2011 we’ve made good progress on our project plan. Phase 1: Research is complete. Findings were presented during a joint meeting of the Rotary International Board of Directors and the Foundation Trustees at International Assembly in San Diego in January 2012. We are well into Phase 2 during which time we are developing a clear brand strategy and laying out the plan that will refresh our messaging. In phases 3 through 6 we’ll create tools and support to bring this strategy to life. Strengthening a brand takes time to do right. The Committee’s plan calls for all the major decisions our Boards will take across the six project phases to be completed by June 2013. If we remain on schedule we will then…thoughtfully and strategically…begin a global roll out of our strengthened brand shortly after. There is still much work to be done. But we can share our KEY RESEARCH FINDINGS…and IMPLICATIONS…
- Our research on the branding effort is unprecedented, gaining responses from… Over 10,000 Rotarians, 700+ Rotaractors, 400 Staff, in 167 countries on 6 continents Africa, Asia, Australia, Europe, No. & So. America It included a review of macro trends in social and business sectors And our first-ever research to explore underlying motivators of giving time and/money— globally Conducted 160+ interviews, club visits and visits to Zone Institutes
- FINDING NUMBER 1: Rotary has the strengths necessary for greatness…and those strengths help set Rotary apart from any who would be our competition.
- Our multidisciplinary perspective, ability to apply best-in-class thinking to social issues…our passion and perseverance…and the collective impact of our global community allow us to: See differently… Think differently… Act responsibly… and Impact communities globally .
- Audiences want what we offer, but they’re not associating us with our strengths.
- It’s not about the assets we have…b ut how we make our key audiences understand…feel and believe. Our research found 19 shared global motivators in three categories… Approach: Things like transparency, attracting people of the highest ethical standards, and uniting different skills and perspectives to solve issues Personal connection/participation: Things like feeling part of something meaningful, setting a positive example, and an organization with which you can be proud to be associated. Measurable impact: Things like having a long track record of success, producing measurable results, and having global reach and impact
- These same motivators also support the primary reason people JOIN Rotary. … to positively impact my COMMUNITY. And for the FRIENDSHIPS they create.
- Further…these SAME TWO reasons are the reason people STAY with Rotary. … to positively impact my COMMUNITY. And again for FRIENDSHIP.
- FINDING NUMBER 3” A detailed review of the macro trends among nonprofits shows that the world is moving in our favor. What do I mean by that?
- On the one end in this graphic you have traditional nonprofits like Unicef, Red Cross|Red Crescent, Kiwanis and Lions Clubs. On the other end you have FOR-profit corporations who have found that philanthropy is good for their profits…companies as diverse as IBM and Starbucks and Pepsi. In between there are standout nonprofits who are now also blending SOCIAL MISSION with BUSINESS PRACTICE. What truly makes Rotary special is something that we have ALWAYS been. Rotary is a combination of business, professional and community leaders…coupled with the ideal of service. These two components differentiate us from others in the nonprofit world and make us strong. Try to peal either of these apart and what you have left is not as strong. And it’s not Rotary. Our research shows Rotary is well positioned to succeed because of what Rotary has always been…this powerful combination.
- The main implications of these findings… First, Rotarians more than just leaders…we are responsible leaders: We are GREAT MINDS that represent the upper echelon of diverse disciplines. [acumen] We feel a sense of responsibility to GIVE BACK to our COMMUNITIES. [social responsibility] And we embody INTEGRITY and set a positive example. [ethics] Second, Connecting is and always will be a driving force for us. And third. We are not just about big international projects. Rotary is about creating local COMMUNITY IMPACT on a GLOBAL SCALE. These aspects of Rotary set us apart.
- Currently we communicate like a humanitarian service organization. This misses an equally important side of Rotary…that we are business and professional leaders. What’s worse, it puts us in competition with tens of thousands of other nonprofits. Service organizations like Kiwanis and Lions. And humanitarian organizations like Doctors Without Borders.
- We need to get more in balance. Because the opportunity for Rotary…what makes us unique…is in the “AND”… service AND enterprise.
- Rotary’s strengths differentiate us. For more than a century, professional and business leaders have joined Rotary to create lasting change in communities around the world. This enables us to position ourselves…not among the tens of thousands of service and humanitarian organizations… Rotary’s strengths enable us to uniquely position ourselves as a… CATEGORY OF ONE. I think you’ll agree…there is no organization, anywhere in the world, quite like Rotary.
- And how might this look…. If we look at a membership brochure as an example of how Rotary communicates you will see that today we focus on the HOW…the mechanics of becoming a member. How to complete the form…the obligations of membership. In the future we change focus to the “WHY…” the benefits of becoming a member. [NOTE: SAMPLE BROCHURE SHOWN FOR EXAMPLE PURPOSES ONLY. IT IS NOT A DESIGN.”
- Technology is redefining how we connect with causes….it’s also changing the way we engage. Opportunity to leverage and extend initiatives like Project Showcase, End Polio Now and social business to enhance relevance and engagement I want to share with you some of these very exciting initiatives that are breaking ground as we speak.
- update about Rotary’s PolioPlus program including a new focus on increasing advocacy efforts. Advocacy is defined as activities by Rotarians that communicate the benefits of polio eradication to leaders at the global, national, and local level.
- The new tool empowers club and district leaders to monitor club progress and achievements in three key performance areas: membership initiatives, service activities, and Rotary Foundation giving. Rotary Club Central includes charts that track membership retention and Annual Fund giving over the past five years. District leaders can view a summary of club progress.Club leaders are encouraged to log in to Member Access and enter their data in Rotary Club Central so that club members, the district governor, and assistant governors can see it.
- Young Professionals Campaign, is funded entirely through the contributions of several interested donors. Research in the U.S. shows that 92 percent of people in this demographic approach a service or project based on the recommendation of a peer. The campaign aims to better engage with young professionals and increase understanding of Rotary at the local level through outreach to both local and national online influencers, including bloggers. The five-city pilot will run through Spring 2013 in the following cities: Minneapolis-St. Paul, MN – Event Date October 6 Seattle, WA – Event Date October 13 Miami, FL -- Event Date November 13 Portland, ME – Proposed Event Date Spring 2013 Houston, TX – Proposed Event Date Spring 2013. Provide a robust Rotarian reception area Celebrate the work of our members and instill pride Engage our audiences Instill pride in members Build awareness in the community Increase interest in membership and donations Create a place for fellowship and an enhanced conference center Motivate our visitors into action
- What can you do to help starting today? We know that one Rotarian can change a community. Connect more than a million, and we can change the world. So when you get back home…get out there and share your passion for Rotary. You probably know someone who would be a great addition to your team on your service project…or someone who has the qualities that would make them a great new Rotarian. Tap them on the shoulder and tell them the feeling you get from your Rotary work. Tell them about how you and your fellow Rotarians are changing the world. Be a Rotary champion. Thank you.