Transcript
STRENGTHENING ROTARY
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TODAY YOU WILL LEARN:
Why we’re strengthening Rotary
What our research tells us
How our strategy helps clarify and focus
5 things you can do
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OUR PROGRESS
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WORKPLAN
Uncover our opportunity
Clarify how we present our offerings
Activate our visual expression
Empower audiences to live the brand
Roll out our strengthened brand globally
Build our brand strategy
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WHY WE’RE STRENGTHENING ROTARY
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OBJECTIVES
• Clarify what Rotary stands for, how it’s different and why people should care
• Elevate awareness and understanding
• Motivate, engage and inspire current and prospective members, donors, strategic partners and staff
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SURVEY RESULTS
Never Heard
of Rotary
Know Name Only
SomeFamiliarity
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CHALLENGE
NOT EARNING FULL CREDIT FOR OUR GOOD WORK
Harder to reach our full potential
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WHAT OUR RESEARCH TELLS US
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Conducted
160+ interviews
Analyzed 20,162 surveys
Reviewed
400+ documents
institute meetings
Participated in
5Obtained comprehensive feedback
from Rotarians in 167 countries
Visited
20 clubsand attended the
2012
International
Convention
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ROTARY’S STRENGTHS DIFFERENTIATE US
1. A multidisciplinary perspective allows us to see challenges in ways others can’t
2. The ability to apply leadership and expertise to social issues
3. The passion and perseverance necessary for lasting change
4. Community impact on a global scale
See differently
Think differently
Act responsibly
Impact communities globally
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PRIMARY REASONS PEOPLE JOIN ROTARY…
Why did you initially 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%
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…ARE THE SAME REASONS THEY STAY ROTARIANS
Why do you 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%
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IMPLICATIONS
Rotarians are responsible leaders– Define by mindset
Connecting always will be a driving force
behind Rotary
Rotary creates community impact on a global scale
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PUT THESE FACTS TO WORK FOR YOUR CLUBS
Do your clubs:
• Find leadership roles for new members right from the start?
• Open service projects to prospects at least 4 times a year?
• Look beyond title to a prospect’s mindset for membership potential?
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HOW OUR STRATEGY HELPS CLARIFY AND FOCUS
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ESSENCE VALUES VOICE
Our reason for being
Our beliefs Our expression
BUILDING BLOCKS OF OUR BRAND STRATEGY
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ESSENCE STATEMENT
Rotary unites leaders from
all continents, cultures and occupations
to exchange ideas and take action
for communities around the world.
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Rotary unites leaders fromall continents, cultures and occupations
to exchange ideas and take action
around the world.
ESSENCE STATEMENT
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Rotary brings together the kind of
people who step forward to
take on important issues for
local communities everywhere.
BRINGING OUR ESSENCE TO LIFE
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ESSENCE VALUES VOICE
Our reason for being
Our beliefs Our expression
BUILDING BLOCKS OF OUR BRAND STRATEGY
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ROTARY’S VALUES - WITH ACTIVE LANGUAGE
Diversity We connect diverse perspectives.
Vocational expertise, Service and Leadership
We apply our leadership and expertise to solve social issues.
Ethics and integrity We honor our commitments.
Fellowship and global understanding
We build lifelong relationships.
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ESSENCE VALUES VOICE
Our reason for being
Our beliefs Our expression
BUILDING BLOCKS OF OUR BRAND STRATEGY
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SMARTWe look at problems from different angles and apply our expertise to solve social issues in ways others cannot. Our communications are insightful and discerning.
WE SOUND:KnowledgeablePerceptiveConfident
BUT NOT:ObscureDisconnectedArrogant
OUR VOICE
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COMPASSIONATETackling the world’s toughest challenges requires empathy. Our communications champion real people, stories and conversations that are relatable and universal.
WE SOUND:ThoughtfulSincereEngaging
BUT NOT:LoftySentimentalWeak
OUR VOICE
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OUR VOICE
PERSEVERINGWe are relentless in our pursuit of lasting solutions
to systemic problems at home and abroad. Our communications express our perseverance when we speak with clarity and conviction.WE SOUND:BoldPurposefulCourageous
BUT NOT:RecklessClose-mindedStubborn
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INSPIRINGMotivated by the enduring connections and positive change we bring to communities and the world, we encourage others to take action. Our communications convey hope, enthusiasm and passion.WE SOUND:UpbeatHopefulVisionary
BUT NOT:HyperZealousImpractical
OUR VOICE
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22022175
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SAMPLE MEMBERSHIP BROCHURE COVERS
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MEMBERSHIP BROCHURE COVER AND INTERIOR SPREADS
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CLUB SERVICE PROJECT POSTERS
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DEVELOPMENT PAMPHLET COVER AND INTERIOR
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OUTDOOR BILLBOARDS
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INTERNATIONAL CONVENTION POSTERS
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PRELIMINARY VERSION, NOT FINAL
DIGITAL
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ROTARY LEADER COVER
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ROTARY SIGNATURE
®
NO
TE
: G
RA
PH
ICS
AR
E N
OT
FIN
AL
AR
T.
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PIXEL PROBLEM: DIGITAL AND SMALL SPACE
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TWO-PART SOLUTION
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CLUBS
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PROGRAMS
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SERVICE PROJECTS – AREAS OF FOCUS
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SERVICE PROJECTS – LOCAL
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PARTNERS AND INTERNAL CAMPAIGNS
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NEXT STEPS
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BRANDING COMMITTEE
Fulfilled its charter
Makes final report to Board in June
Brings final decision item
Identifies items outside charter, transition to other Committees and Secretariat
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IMPLEMENTATION
Strategy– Inform Rotarians and staff and make case
why strengthening Rotary is vital– Inspire Rotarians and staff to embrace
and live the essence, values and voice– Empower Rotarians and staff with tools
and resources
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INFORM | INSPIRE | EMPOWER
1. SHIFT YOUR THINKING FROM “BRAND” TO STRENGTHENING ROTARY.
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INFORM | INSPIRE | EMPOWER
2. SHARE THE RESEARCH AND STRATEGY.
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INFORM | INSPIRE | EMPOWER
3. LIVE THE BRAND…ANDINSPIRE CLUBS TO TRULY LIVE IT AS WELL
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INFORM | INSPIRE | EMPOWER
4. WORK TO IMPROVE MEMBER ENGAGEMENT.
BE A
ROTARYCHAMPION
INFORM | INSPIRE | EMPOWER
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Questions?
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