PUBLIC IMAGE Putting Resources in YOUR Hands PDG Clint Schroeder Spring 2020
OUTCOMES/OBJECTIVES • Discuss importance of the Rotary Brand experience • Analyze current state of brand adoption in our district • Be introduced to new branding tools • Embrace your role in Rotary Brand adoption District 5080 Spring Training
https://youtu.be/dZqN81aB9p0
WHAT IS BRAND? “Brand is a guide or a lens for the way you think, the way you act, and the way you communicate, brought to life, at every point of interaction with your audiences , both internal and external ”. Hayley Berlent, siegel + gale strategist
ELEMENTS OF OUR ROTARY BRAND • Essence • Values • Voice District 5080 Spring Training
WHAT IS “BRAND EXPERIENCE? ” • Successful organizations don’t just have a brand identity -- they create a total brand experience • Emotional connection (attraction, trust, loyalty) • FEEL the brand District 5080 Spring Training
ROTARY’S CURRENT “BRAND EXPERIENCE? ” Are we delivering on promise of our intended Brand Experience? District 5080 Spring Training
WHERE ARE WE NOW? Think... • Have YOUR assets changed? • Websites? • Facebook Pages? Instagram? • Printed Materials? • • Banners? • Shirts? Are there implications for not making the changes? District 5080 Spring Training
WHERE ARE WE NOW? Why is ongoing investment in brand and public image important to any organization? Can you name a corporate brand change that required an investment to be consistent? District 5080 Spring Training 9
Corporate Logo Histories: Brand Consistency is Key! District 5080 Spring Training
WHERE DO WE WANT TO BE? Small Group Work District 5080 Spring Training
WHERE DO WE WANT TO BE? • What does 100% Rotary Brand adoption mean for our District and Clubs? • What needs to happen in our District and Clubs to finish the job of brand adoption? • How will you inspire, motivate, incentivize Clubs to adopt the Rotary Brand? District 5080 Spring Training
PEOPLE OF ACTION District 5080 Spring Training
PEOPLE OF ACTION CAMPAIGN STRATEGY • Narrow gap between awareness & understanding • Define ‘What is Rotary’ and our impact • Localize ads for relevance • Lay foundation for member attraction and engagement, contributions and partners in service District 5080 Spring Training
PEOPLE OF ACTION ASSETS • Videos • Print Ads • Outdoor ads • Digital Ads • Radio spot • Brochure • Campaign guidelines District 5080 Spring Training
PEOPLE OF ACTION CAMPAIGN Build understanding: First wave… Of Rotary; position us as People of Action Second wave… Of the Club; experience and value of membership Third wave… Around areas of focus District 5080 Spring Training
YOUR ROLE Build a network Spread the word Gather and share Familiarize yourself District 5080 Spring Training
https://youtu.be/5kBe_adY4SU
NEXT STEPS • Empower additional Brand Ambassadors • Build Skill-Based Teams • Utilize Zone Website & Team • Live and Enhance Rotary Brand! District 5080 Spring Training
THANK YOU! District 5080 Spring Training
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