public relations campaign 2012

Public Relations Campaign 2012 District 5580

Public Relations Campaign 2012 2012 is the fifth year District 5580 has received a grant from Rotary

International for Public Relations.

2012 is the first year we have been able to monitor the results of our broad media activities.

We remain hopeful to receive a grant for 2012-2013. The application has been submitted and the awards will be announced in June.

Following is an update of the progress made so far for 2011-2012.

Campaign Overview – Goals Demonstrate Rotary in action

Continue to raise awareness among the general public in our region as to the good work that is Rotary

Increase awareness, and interaction frequency within the targeted population; increase membership within the District's clubs

Campaign Overview - Strategy Execute an integrated communications plan throughout the District,

concentrating the messages in larger population areas and utilizing a combination of media for maximum efficiency. Create general awareness and ultimately drive traffic to the District Facebook

page; and on to Club websites or RI website The District Facebook page will feature articles, stories and links to additional

Rotary online content Targeting Heads of households, 25 to 54+, with household income of $40,000+

Campaign Overview - Tactics Geo-targeted ads on Facebook begin in January and run through April 2012

Content for the Facebook page will be sourced automatically throughout the Rotary year via “likes” and links, as well as selected content added by a team of editors, seeking relevant content from throughout the District, and from submissions from District Rotarians

Campaign Overview - Tactics North Dakota Public Radio schedule January through April 2012, with News

Sponsorships, twice daily, during weekday’s Morning Edition; message will refer listeners to the District Facebook page

Minnesota Public Radio schedule beginning late January through mid-April 2012 with News Sponsorships, during the morning show three days per week on eight stations; message will refer listeners to the District Facebook page

Flights in print begin in February 2012, with insertions in the February and April edition of Prairie Business and bimonthly insertions in Thunder Bay Source

Print Ads – Business Publications

Radio Sponsorship Messages – Public Radio By working together, we can eradicate polio. Rotary is humanity in motion.

Find out more about Rotary in your area, on Facebook at District fifty-five-eighty. District five-five-eight-zero.

By working together, we can feed the hungry. Rotary is humanity in motion. Find out more about Rotary in your area, on Facebook at District fifty-five-eighty. District five-five-eight-zero.

By working together, we can help children do better in school. Rotary is humanity in motion. Find out more about Rotary in your area, on Facebook at District fifty-five-eighty. District five-five-eight-zero.

Results Measurement - Facebook

Periods with higher posting

activity.

Periods of lower posting

activity.

Posting drives visits and ‘liking’

activity.

Results Measurement - FacebookVisitors are more than twice as likely

to be female.

And from the United States, though

Thunder Bay residents take the lead for cities.


Online ads are working, and visitors are liking

posts when they return.


Unique people who saw a story published by a

friend about our page. The number of people who created a story

about our page.

Results Measurement - FacebookNumber of likes

increased with each post to the page.

Visitors passed-along their affinity for topics posted.

The number of conversations is increasing.


How many people saw any page content by the number of times

people viewed the page.

How many people saw any content from our page through

any of several means.

Results Measurement - FacebookResults of who we reached in during

Q1 2012.


Results of who we reached in during

Q1 2012.

Rotary District 5580 - Facebook Page

public relations campaign 2012

Documents