District Assembly 2009 - Communications Presentation

Marketing, Communications & PR

District Assembly – May 2009

Rotary District 1010

Update from RIBI Assembly 2009 RIBI Restructure – David Rankin New “branding” – David Rankin

Social networking & Rotary – Rene Looper Question & Answer session Summing up – Geoff Sampson

Breakout session

Rotary District 1010 - Scotland North

James Martin – Communications Chair Mike Phimister – Webmaster & Mag Editor Communications Specialists

◦ Geoff Sampson◦ Bob Black◦ Margaret Vernon

Communications will also incorporate the new Events Team which will look after the various session run by District

Introduce the team for 2009/10

Rotary District 1010 - Scotland North

RI President Elect John Kenny’s theme The new membership promotion “Thanks for Life” Day 2010 Personal view on D1010 in comparison to

other districts in RIBI

Update from RIBI Assembly

Rotary District 1010 - Scotland North

The future of Rotary is in your hand – Theme for 2009/10

Rotary District 1010 - Scotland North

Guidance for use

Effectively for internal use

An internal Rotary theme?

Should we use it externally?

Changing face of Rotary every year...

Supplying the image to the press & media

Ensure your club members understand

Rotary District 1010 - Scotland North

New RIBI membership scheme

As presented by David BryantRIBI Marketing Manager

Rotary District 1010 - Scotland North

0

5,000

10,000

15,000

20,000

30-40 40-50 50-60 60-70 70-80 80+

AGE PROFILE OF MEMBERS2008

0

5,000

10,000

15,000

20,000

30-40 40-50 50-60 60-70 70-80 80+

AGE PROFILE OF MEMBERS2018

0

5,000

10,000

15,000

20,000

30-40 40-50 50-60 60-70 70-80 80+

AGE PROFILE OF MEMBERS2028

RIBI MEMBERSHIP

-3%

-11%

-33%

-36%

TARGET AUDIENCE:

•Men and women in business and professions

•Aged 30-55

• Interested in voluntary work

WHAT DO THEY CURRENTLY THINK ABOUT ROTARY?

Low awareness Confusing Time & commitment Inflexible Distant… intimidating ‘But Rotary does a lot of

good charity work…’

But not rejected for these reasons

2. What do they currently think about ROTARIANS?

Male 65+ years old Retired, or soon-to-

retire ‘Old in mind’ Stuffy, slightly elitist …but helpful“A 60-70 year old man who isn’t much fun… a bit like the less-fun granddad”

“ROTARY ISN’T FOR ME…

IT’S FOR MY

DAD”

HOW DO WE OVERCOME THE BARRIERS?

SHOW more Rotarians aged 30-55

FOCUS on the great things they do

COMMUNICATE the passion and

dedication

Allow the target market to IDENTIFY

with them

TESTIMONIALS

SURPRISE them

New look Rotary

Rotary District 1010 - Scotland North

The old RIBI Logo

Rotary District 1010 - Scotland North

Rotary District 1010 - Scotland North

Letterhead

Rotary Day 2010Autumn 2009 – 23 February 2010

Rotary District 1010 - Scotland North

‘Thanks for Life’From Autumn 2009 to 23 February 2010

1,860 Rotary clubs and 56,000 Rotarians in Great Britain & Ireland◦ Links with schools◦ Meet a celebrity◦ Window of Opportunity◦ National Immunisation Day◦ Business-to-Business Dinner◦ Media coverage

Outcomes

Enhanced national profile for Rotary:◦ New contacts and new members

Teachers, parents, business and professional people

Funds to meet Gates $200M challenge Long term opportunity

DG David RankinRIBI Marketing, PR & Communications

Committee Member

Rotary District 1010 - Scotland North

Rotary District 1010 - Scotland North

New InitiativesPresented by David Rankin

District Governor District 1010 Scotland North 2008-9RIBI Communications PR & Marketing Team Member 2009-

10

Rotary District 1010 - Scotland North

Topics

• Communications, PR & Marketing pivotal role.• RIBI Membership Initiative.• Some hard hitting facts. • Your role in new RIBI initiative.• RIBI Tool Kit.• Using These Tools.• Other Tools.• Your Team.

Rotary District 1010 - Scotland North

Four Main Committees

Membership Foundation Communications Projects

Chairman

Web Manager

Editor

PR

Suggested possible team structure

Rotary District 1010 - Scotland North

Membership Initiative

• Why are we doing it?• What will it cost?• Where will we be doing it?• Who will be involved?• How can you help?• What role will you play?• How long will it take?• What is the target audience?

Rotary District 1010 - Scotland North

Age Statistics

59 6545 55

1997 20081998

2008

AVERAGE AGE AVERAGE JOINING AGE

Rotary District 1010 - Scotland North

0

5,000

10,000

15,000

20,000

30-40 40-50 50-60 60-70 70-80 80+

Age Profile of Current Members

Rotary District 1010 - Scotland North

Age Profile of Members 2018

0

5,000

10,000

15,000

20,000

30-40 40-50 50-60 60-70 70-80 80+

Rotary District 1010 - Scotland North

RIBI Membership

64,206

62,024

55,410

38,900

21,800

1990 1998 2008 2018 2028

Rotary District 1010 - Scotland North

Focus Groups & MORI Poll

The findings from both areas didnot come as a surprise…….

Rotary District 1010 - Scotland North

How do they view Rotary?

• Low awareness• Confusing• Time & commitment• Inflexible• Distant… intimidating• Rotary does a lot of good charity work…

But not rejected for these reasons

Rotary District 1010 - Scotland North

Change public perception

• SHOW more Rotarians aged 30-55.

• FOCUS on the great things they do.

• COMMUNICATE the passion and dedication.

• Allow the target market to IDENTIFY with them.

• TESTIMONIALS.

• SURPRISE them.

Rotary District 1010 - Scotland North

Changing perceptions

Rotary District 1010 - Scotland North

Target Audience

•Men and women in business and professions

•Aged 30-55

• Interested in voluntary work

Rotary District 1010 - Scotland North

Membership Initiative, your role

• Work with your membership team to create a database of target audience.

• Work with your club leadership team to initiate a strong campaign.

• Utilise the Toolkit that will be provided by RIBI.• Provide direction to the team on best media

options.• Create a forward facing image.

Rotary District 1010 - Scotland North

Creating a campaign• Consult with your President and Membership

team now.• Discuss the publicity opportunities.• Plan well in advance.• Consult with your appropriate District teams.• Choose and consult with appropriate media.• Getting the media support (get them on your

side)

Rotary District 1010 - Scotland North

Campaign opportunities

Discuss the media opportunities.

• What media opportunity there would be?• What would be the preferred media choice?• Which avenues are open to you?

Local Press, National Press, Local Radio, National Radio,

Regional Television, National Television, Local InterestGroups & Publications, Business Publications and

many more.

Rotary District 1010 - Scotland North

Plan well in advance.• Decide which media options are best. • Contact them well in advance.• Think of what format will be appropriate i.e..

• Newspaper article, Press interview, Radio or TV interview, Press photograph, TV filming.

• Timing• Who should be there?• Write appropriate article in advance.• In interview, who should speak? what should be said?• Appropriate surroundings.• Publicity material.

Rotary District 1010 - Scotland North

What are the other advantages

• Increases public awareness of our organisation.• Totally front facing and will create a positive

impact on the general public.• Supports the Club and District efforts in

promoting specific projects such as Polio Plus, Foundation, Membership and International projects.

• Encourages other organisations and businesses to partner with Rotary.

• As well as recruiting new members.

Rotary District 1010 - Scotland North

RIBI Media Tool Kit

• DVDs• Audio CDs• Leaflets etc• Posters• Pull-ups• PR• Direct marketing• ‘Corporate’ tools

• Presentations• Adverts• Press• Online• Radio

• Media planning & buying• Mailing lists• ‘Promotional Reserve’

funding

Rotary District 1010 - Scotland North

Other tools• A new more modern outward facing RIBI website.• A new more modern outward facing RI website.• Your club website.• Social Networking sites.• District 1010 Website.• RIBI Magazine.• 1010 Rotarian Magazine.• Business Partners.

Rotary District 1010 - Scotland North

Social Networking

•225,000 people on Social Networking websites (in Scotland)◦ Linked In – for business professionals• <2m members in UK; ave. age 42

◦ Friends Reunited• >6m regular monthly users; ave. age 42• Target specifically 35-55 year olds

Rotary District 1010 - Scotland North

Creating better interaction• Encourage the embracing of new technology and ideas.• Encourage continual positive PR and Media coverage.• Provide a central point of contact and assistance for all

clubs news and media coverage.• Provide a quality web portal to publicise the club.• Encouraging electronic communications where possible

thus making us Greener. • Encourage interaction between clubs and District team.

Remember we are here to help you.

Rotary District 1010 - Scotland North

In conclusion

Remember…

The Future of Rotary is in Our Hands

Rotary District 1010 - Scotland North

The Future of Rotary is in Your Hands

Thank you for listening