STRENGTHENING ROTARYTelling Rotary’s Story Through Our Messages, Voice, and Visual IdentityJuly 2013

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What?How?Why?

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Never Heard

of Rotary

Know Name Only

SomeFamiliarity

SURVEYS SHOW

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Not earning full credit for our good work

IT’S HARDER TO REACH OUR FULL POTENTIAL

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RESEARCH

Conducted

160+ interviews

Analyzed 20,162 surveysVisited

20 clubsand attended the

2012

International

Convention Reviewed

400+ documents

5Participated in

Zone Institutes

Obtained comprehensive feedback from

Rotarians & prospects in 167 countries

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• Capture our most relevant points of difference

• Ensure our actions support our words

• Reflect our distinct character

• Help people understand what we do and how to engage

• Energize our look and feel while celebrating our heritage

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Why did you initially join Rotary?

RESEARCH: WHY WE JOIN, WHY WE STAY

Why do you stay with Rotary?

• Friendship & Fellowship

• To positively impact my community

• To positively impact my community

• Friendship & Fellowship

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RESEARCH: IMPLICATIONS

• Responsible leaders

• Connections• Community impact

on a global scale

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STRATEGY: OUR CORE

What is Rotary?

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• JOIN LEADERS• EXCHANGE IDEAS• TAKE ACTION

STRATEGY: OUR MESSAGE

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• SMART

• COMPASSIONATE

• PERSEVERING

• INSPIRING

STRATEGY: OUR VOICE

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STRATEGY: OUR VISUAL IDENTITY

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STRATEGY: OUR SIGNATURE AND MARK OF EXCELLENCE

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STRATEGY: OUR COLORS

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STRATEGY: OUR DIGITAL SIGNATURE

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IMPLEMENTATION

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IMPLEMENTATION

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IMPLEMENTATION

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PRELIMINARY VERSION, NOT FINAL

DIGITAL IMPLEMENTATION

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CLUBS

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SERVICE PROJECTS – AREAS OF FOCUS

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SERVICE PROJECTS – LOCAL

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PARTNERSHIPS & INTERNAL CAMPAIGNS

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PROGRAMS

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IMPLEMENTATION – NEXT STEPS

Strategy

Inform Rotarians and staff why strengthening Rotary is vitalInspire Rotarians and staff to embrace and live the essence, values and voiceEmpower Rotarians and staff with tools and resources

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IMPLEMENTATION – IMMEDIATE NEXT STEPS

Month Deliverable

Aug 2013 • Distribute guidelines, key messages, FAQ’s, and PPT templates• Distribute presentation (EN) for institutes• Launch www.rotary.org in new voice and visual

Sep 2013 • Distribute language versions of institute presentation

Oct 2013 • Assess interim feedback from about institute messages• Core rebranded templates prepared for distribution with online system

Jan 2014 • Phase 1 of online system in production for Rotarians• Messaging / training at 2014 International Assembly

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THE END RESULTS—WHAT ARE WE ACHIEVING?

– Increased understanding of Rotary– Increased membership– Increased impact in communities– Increased donor support– Increased partnerships

BE A

ROTARYCHAMPION