vancouver zone branding peggy-jennifer
DESCRIPTION
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, 2012TRANSCRIPT
Strengthening Rotary’s BrandPeggy Hebden, Rotary Public Image Co-ordinatorZone 24EOctober 2012
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
Project objectives
3
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
Clean Slate
We’re Awesome!
How an organization THINKS, ACTS & COMMUNICATES
EXPERIENCE received.
PROMISE delivered.
Brand is…
6
Who we are?
What we do?
Why it matters?
Brand is…
7
Not about reinvention.
It’s about focus.
Brand is…
8
Not earning full credit for our good workHarder to reach our full potential
Challenge
San Francisco •Los Angeles• New York•London •• Hamburg
Dubai
•Shanghai• •Korea
Argentina South Africa
Beijing
Japan
Australia
12
Uncover our opportunity
Clarify our offerings
Activate our visual expression
Empower audiences to live the brand
Roll out our strengthened brand globally
Build our brand strategy
Project Overview
13
Conducted
160+ interviews
Collected 11,334 surveys
Reviewed
400+ documents
institute meetings
Participated in
5Obtained comprehensive feedbackfrom Rotarians in 167 countries
Visited
20 clubsand attended the
2012 International Convention
14
We have the strengths necessary for greatness
FINDING 1
Core strengths give us unique ability
15
1. Multidisciplinary perspective allows us to see challenges in ways others can’t
2. Ability to apply best-in- business thinking to social issues
3. Passion and perseverance necessary for lasting change
4. Collective impact of our global community
See differently
Think differently
Act responsibly
Impact communities globally
16
Audiences want what we offer— we just need to help them understand
FINDING 2
Motivators of service and donations are universal: audiences want to understand, feel and believe
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• Clear focus• Highest ethical
standards• Unites different
skills/perspectives
to solve issues
• Part of something meaningful
• Helps me set a positive example
• Proud to be associated with
• Long track record• Measurable results• Global reach
and impact
Distinct Approach
Personal Connection
Measurable Impact
Note: Attributes above represent a sample of motivators.
These motivators support the primary reason people join Rotary…
To positively impact my community
Friendship and fellowship
Professional networking/business development opportunities
To have a positive impact globally
Potential for personal/professional recognition
Development and training opportunities
10%
0%
30%
20%
18
stay with Rotary
To positively impact my community
Friendship and fellowship
Professional networking/business development opportunities
To have a positive impact globally
Potential for personal/professional recognition
Development and training opportunities
10%
0%
30%
20%
19
These motivators support the primary reason people
20
The world is moving in our favor
FINDING 3
Opportunity for social enterprises
21
Bottom-line driven
Purpose driven
Run like an NGO
Run like a business
IMPLICATIONS
22
• 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
We currently communicate like a humanitarian service organization
23
Business/Professional
LeadersService
For Rotary, opportunity is in the
24
ServiceBusiness/
Professional Leaders
“AND”
25
ONE!
Strengths differentiate
CATEGORY OF
Sample membership brochure
26
Tomorrow:Why I join
Today:How I join
(For example only)
World’s Biggest Commercial
Rotary Club Central
Rotary Showcase
Young ProfessionalsRotary Visitors Centre
Be a RotaryChampion