CONVERSATIONS TO ACTIONS A presentation to District Assembly 9830 Philip Archer May 2014
Rotary…there’s nothing else like it! It’s where conversations turn into actions. CONVERSATIONS TO ACTIONS | 2
Introduction of the New RI Brand We have been fortunate with the tim ing of the RI brand changes...we were able to launch a nationwide PR cam paign to coincide with the request to everyone to refresh their brand im age on all Rotary assets. CONVERSATIONS TO ACTIONS | 3
Our vision & objective Our vision... To be one across Australia To be united To collaborate For the first tim e w e a re send ing one m essa g e a cross Austra lia ! Our objective... • Not just to attract a new, younger and diverse range of people to Rotary, but to attract the right people. • Enhance brand recognition, understanding and trust. CONVERSATIONS TO ACTIONS | 4
What has been achieved… A ga m e-cha nging PR ca m p a ign d ev elop ed in line w ith the Zone Mem bership Dev elop m ent Pla n is up a nd going. CONVERSATIONS TO ACTIONS | 5
How we are doing it...Rotary Ambassadors Program CONVERSATIONS TO ACTIONS | 6
How we are doing it... We have identified some amazing ambassadors who are promoting Rotary, membership and our activities: Dr Jonathon Welch Bev Brock Peter Jones Rob Pennicott Nathan Ashdown Michael McQueen CONVERSATIONS TO ACTIONS | 7
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How we are doing it...Zone Website & Facebook Page promoting the great work of our Members & Clubs CONVERSATIONS TO ACTIONS | 1 1
www.rotaryaustralia.org.au CONVERSATIONS TO ACTIONS | 1 2
www.facebook.com/rotarydownunder CONVERSATIONS TO ACTIONS | 1 3
How we are doing it...Membership Brochure CONVERSATIONS TO ACTIONS | 1 4
Membership Brochure—a clever, simple story that unfolds, one that non-Rotarians get what we do CONVERSATIONS TO ACTIONS | 1 5
How we are doing it...Partnering with Rotary Down Under CONVERSATIONS TO ACTIONS | 1 6
Partnering with Rotary Down Under Strong partnership with RDU that allows us to prom ote the cam paign internally: The December issue had an article covering the Conversations to Action campaign featured on the front cover; the February issue which has just been released, details the Zone Membership Development Plan via an insert flyer – this is great communication of our major campaign for all members.. Elissa Nolan from RDU tracks and promotes stories daily through social media, particularly Zone Facebook: over 7,000 visits to the new website launched 24 September, 87% being new visitors to Rotary CONVERSATIONS TO ACTIONS | 1 7
How we are doing it...Whole-of-Club Programs CONVERSATIONS TO ACTIONS | 1 8
Whole-of-Club Programs Social Inclusion Week Rotary Birthday International Wom en’s Day Celebrations Rotarians & Friends @ Work CONVERSATIONS TO ACTIONS | 1 9
The Campaign to Date CONVERSATIONS TO ACTIONS | 2 0
The Campaign to Date Australian Rotary Website Launched Septem ber 20 13 Mem bership Brochure Novem ber 20 13 (3 per every Rotary m em ber given out) Pull-Up Banners Novem ber 20 13 Social Media Platform / Facebook Novem ber 20 13 Rotary Am bassadors’ Program launched Novem ber 20 13 First Flight of National Radio Advertising Novem ber 20 13 Rotary Down Under Front Page Decem ber 20 13 Second Flight of National Radio Advertising February 20 14 Rotary Down Under Cam paign Insert February 20 14 CONVERSATIONS TO ACTIONS | 2 1
The Campaign to Date Whole-of-Club Program s: Rotary’s Birthday February—Club involvem ent International Wom en’s Day National Rotary Events-- $50 ,0 0 0 sponsorship from Officeworks & $12,0 0 0 from Transport Accident Com m ission Rotarians & Friends at Work – April Other Opportunities: Rotary International Conference, Sydney, June– Public Awareness District Conferences, PETS, District Assem blies— Mem ber Engagem ent CONVERSATIONS TO ACTIONS | 2 2
How we measure it CONVERSATIONS TO ACTIONS | 2 3
How we measure it Who’s viewing our ads? Tracked using software ‘Meltwater’ Who’s visiting our website? Tracked through Google Analytics How m any free ads have we received (Com m unity Service Ads and filler ads)? Reported by Mitchell Media District Governors receive sim ple to read dashboard form at reports on results. CONVERSATIONS TO ACTIONS | 2 4
Getting fit for conversation... CONVERSATIONS TO ACTIONS | 2 5
Getting fit for conversation... We are now working to m ake sure our Mem bers and Clubs are encouraged to: Embrace the Zone Membership Development Plan Undertake a Club Visioning exercise Share their stories through our Zone Facebook page so that we can promote their wonderful work Know how to use the marketing collateral Promote Rotary PR real estate Be actively involved in Whole-of-Club programs Work together to engage Rotary and change lives Focus on what we are doing well and not on the past Get ready to welcome like-minded people. CONVERSATIONS TO ACTIONS | 2 6
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Public Image Campaign Strategy Going Forward CONVERSATIONS TO ACTIONS | 2 8
Public Image Strategy Going Forward The Australian Saturday 24 th May 2014 CONVERSATIONS TO ACTIONS | 2 9
Public Image Strategy Going Forward P.O.E.M. The strategy for the Public Image campaign, “Conversations to Actions”, is best summed up as follows: P: Paid Media O: Owned Marketing Real Estate E: Earned Prom otion & Advertising M: Measured Mom entum CONVERSATIONS TO ACTIONS | 3 0
P: Paid Media We have paid for: A new Australian Zone website: $12,000 A social media platform: $30,000 will be spent this year Marketing collateral including the Rotary Ambassadors’ campaign, banner ads (can be downloaded from the Australian Rotary website) and social media images, radio advertisements Pull-up banners for all Districts ($30,000) Membership PR marketing flyer ($12,000) Three flights of national radio ads ($350,000) CONVERSATIONS TO ACTIONS | 3 1
O: Owned Marketing Real Estate Rotary has always owned great m arketing PR real estate—we just haven’t prom oted it enough! Our members and clubs are inspirational—we need to capture and share these stories through our social media and media contacts. Examples of Rotary “Owned” Marketing Real Estate: Polio Plus Rotary Youth Leadership Awards Youth Exchange Interplast & ROMAC Shelter Box & Disaster Aid Ambassadorial Scholars & Peace Fellows Group Study Exchange Street Swags and numerous other local Club initiatives and programs CONVERSATIONS TO ACTIONS | 3 2
E: Earned Promotion & Advertising Achievem ent of: Free community service announcements (radio) Free media publicity Sponsorship dollars from corporates and government supporting our activities CONVERSATIONS TO ACTIONS | 3 3
E: Earned Promotion & Advertising Contd... What we have Earned so far: A minimum of one free radio advertisement per paid advertisement Hundreds of Community Service Announcements from radio stations that have come to our support In Perth (Western Australia) we have been given 248 X 30 second radio ads at no cost – we have paid for 48 X 30 second radio ads Our social media investment has resulted in reaching 617,000 plus on Twitter; over one million impressions/ circulation numbers through our Australian Rotary website; over 20,000 pages viewed on the website; 2,300 views of Rotary Clubs around the country; 1,060 plus views of our “Contact Us” page From September to December, our Facebook followers grew from 1,263 to 1,347 and 50% of our Facebook followers are women. CONVERSATIONS TO ACTIONS | 3 4
M: Measured Momentum Over com ing m onths, the m ore we collectively work towards P.O.E. (Paid, Owned, Earned), the m ore we will achieve in M – m easured m om entum . This will give us a great platform to achieve the Zone Membership Development Plan and create awareness of Rotary’s work in the Zone. CONVERSATIONS TO ACTIONS | 3 5
RI Convention, Sydney, Marketing CONVERSATIONS TO ACTIONS | 3 6
Banner Advertising – Olympic Park Stadium CONVERSATIONS TO ACTIONS | 3 7
Banner Advertising – Sydney Harbour Foreshore Authority CONVERSATIONS TO ACTIONS | 3 8
Banner Advertising – City of Sydney CONVERSATIONS TO ACTIONS | 3 9
Banner Advertising – Sydney Airport CONVERSATIONS TO ACTIONS | 4 0
Billboard Graphics CONVERSATIONS TO ACTIONS | 4 1
Magazine Advertising CONVERSATIONS TO ACTIONS | 4 2
Retail Precinct Decals Business Events in Sydney will be asking their Retail M embers CONVERSATIONS TO ACTIONS | 4 3 to display these Convention Decals in their businesses
Television Advertising Features our Ambassadors Dr Jonathon Welch AO, and Bev Brock CONVERSATIONS TO ACTIONS | 4 4
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