rotary one brand awareness seminar
DESCRIPTION
This ROTARY/One Presentation was created to provide an overview of the key promotional tools that could be used to grow awareness of and interest in Rotary.TRANSCRIPT
K Squared Communications®, Inc.
www.ksqrd.com
Building Rotary
Brand Awareness and
ROTARY/One Membership
Conor Gee
Kate Koziol
Bryan Alaspa
How do we tell the
ROTARY/One story?
• Brand: Who are we?
• Audience: Who do we want to reach?
• Tactics: How do we reach them?
– Public Relations
– Marketing
– Social Media
K Squared Communications®, Inc.
www.ksqrd.com
Rotary International’s Brand
Strengthening Initiative
• 62% worldwide know the Rotary name,
but not much about what we do
• Launched September 2011
• Addresses the key questions of:
– Who are we?
– What do we do?
– Why should anyone care?
K Squared Communications®, Inc.
www.ksqrd.com
Defining ROTARY/One’s Brand
– Who are we?
– What do we do?
– Why should anyone care?
Group Exercise – in groups of 2 to 3:
2 minutes to come up with
3 words that describe ROTARY/0ne.
K Squared Communications®, Inc.
www.ksqrd.com
Telling a Strong Story
• Good story – include some element of
conflict – Unemployment of Chicago Youth
• Climax – why we got involved and what
happened
• Resolution - # of volunteers, dollars raised
• Quotes from participant and benefactors
• Use the who, what, when, where, why
K Squared Communications®, Inc.
www.ksqrd.com
A Picture is worth….
• Compelling action shots – volunteer and
beneficiary – see the community in action
• Light, color composition, high resolution
• Early morning late afternoon – to provide
valued dimension – not flat noon light
• Use an interesting point of view
• Narrow the picture to minimize distraction
• Not large groups with tiny people
K Squared Communications®, Inc.
www.ksqrd.com
K Squared Communications®, Inc.
www.ksqrd.com
K Squared Communications®, Inc.
www.ksqrd.com
K Squared Communications®, Inc.
www.ksqrd.com
A video is worth a zillion words
• Great for Search Engine Optimization
SEO
• Prepared – know the location and lighting
• Get a list of shots
• Keep subject close to camera and use
external mike if available.
• Make sure you have enough light
• Use stabilize feature if availableK Squared Communications®, Inc.
www.ksqrd.com
Defining ROTARY/One’s Brand
Group Exercise:
take two minutes to answer this:
– Why should anyone care who ROTARY/One
is or what it does?
K Squared Communications®, Inc.
www.ksqrd.com
Sample ROTARY/One
Brand/ Elevator Pitch• ROTARY/One is a group of powerful,
committed and caring business people
focused on humanitarian efforts worldwide.
• A sample of our work includes connecting
needy area students with jobs, supporting
local homeless veterans and building
housing for Haiti Hurricane victims.
• We contributed $x and x hours to this work
in 2012.K Squared Communications®, Inc.
www.ksqrd.com
K Squared Communications®, Inc.
www.ksqrd.com
Target Audience
• Who do we want to reach?
• Where do they live? Work?
• What do they read?
• What is our competition doing?
• What do we want to say?
• How are we going to reach them?
How do we Reach Them?
K Squared Communications®, Inc.
www.ksqrd.com
K Squared Communications®, Inc.
www.ksqrd.com
PR, editorial
Rotary International’s
Support Materials
• Best Practice Documents
• Customizable Brochures
• Ad Campaigns
• Website Templates
• Public Image Grant
K Squared Communications®, Inc.
www.ksqrd.com
How do we Empower Members to
Reach out to NonRotarians?
• What tools could work?
– Elevator Speech
– Email Template
– Brochure
– Business Card
– Fact Sheet – ROTARY/One at a Glance
K Squared Communications®, Inc.
www.ksqrd.com
K Squared Communications®, Inc.
www.ksqrd.com
Member Referral Follow up
• References
• Referrals
– Ask people who trust you
– Ask when it is natural to ask
– Ask for an action, not a contact
– FOLLOW UP!
K Squared Communications®, Inc.
www.ksqrd.com
Outreach Tactics
• Video/ ROTARY/One YouTube
Channel
• Online and Offline Collateral
• Presentations to Nonmembers
• Social Media Outreach
• Trade Shows
• Mobile
• Email Footer
Outreach Tactics
• Email Programs
• Bloggers/Journalist Outreach
• Author Articles
• Events
• Networking/Associations
• Advertising
• Direct Mail
K Squared Communications®, Inc.
www.ksqrd.com
Outreach Tactics
• Newsletter/Blog Placements
• Outreach to Guest Speaker
Companies/Organizations
• Welcome Kit to New Chicago
Businesses
• Relationship Marketing with
NonRotarian Organizations
• Other ideas?K Squared Communications®, Inc.
www.ksqrd.com
Public Relations Best Practices
• Timeliness depends on outlet:
– TV Crew – next week and day of
– Monthly Print Publication – 3 or more months
• Interesting
• Story can be tied to bigger news trend:
Chicago Gun Violence: Peace Rally
• Consistent outreach
• Honest, Accurate and DetailedK Squared Communications®, Inc.
www.ksqrd.com
Potential Public Relations Topics
• Woman in Service Award Programs
• Upcoming Speakers
• Service Projects
K Squared Communications®, Inc.
www.ksqrd.com
Social Media Best Practices
• Not going to reach everyone
• Provides a lineage of our work
• Need to diversify message
• Set and Follow Policy
• Need to Monitor Mentions
• Encourage members to Share Rotary
Posts
• Create interactionK Squared Communications®, Inc.
www.ksqrd.com
Additional Social Media Tools
• Rotary Showcase
• ROSNF - Rotarians on Social Networks
Fellowship
K Squared Communications®, Inc.
www.ksqrd.com
Creating a Plan for all Events
• Who is the lead communicator?
– What content/images are needed?
– What is the timeline for information flow?
• What tools will be used?
– Press Release, Facebook, Website….
• What audiences do we want to reach?
K Squared Communications®, Inc.
www.ksqrd.com
Toolkit
In Your Folder and Will be Emailed to You
• Communications Checklist
• Email Template
• ROTARY/One Factsheet
• ROTARY/One PR Presentation Resources
In Development
• Elevator Pitch
• Brand Statement
K Squared Communications®, Inc.
www.ksqrd.com
K Squared Communications®, Inc.
www.ksqrd.com
Questions?
Kate Koziol, Bryan Alaspa
773 774 7847
www.LinkedIn.com/in/katekoziol
Conor Gee
630-993-5605