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STRENGTHENING ROTARYTelling Rotary’s Story Through Our Messages, Voice, and Visual IdentityJuly 2013
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What?How?Why?
STRENGTHENING ROTARY
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Never Heard
of Rotary
Know Name Only
SomeFamiliarity
SURVEYS SHOW
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Not earning full credit for our good work
IT’S HARDER TO REACH OUR FULL POTENTIAL
STRENGTHENING ROTARY
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RESEARCH
Conducted
160+ interviews
Analyzed 20,162 surveysVisited
20 clubsand attended the
2012
International
Convention Reviewed
400+ documents
5Participated in
Zone Institutes
Obtained comprehensive feedback from
Rotarians & prospects in 167 countries
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• Capture our most relevant points of difference
• Ensure our actions support our words
• Reflect our distinct character
• Help people understand what we do and how to engage
• Energize our look and feel while celebrating our heritage
STRENGTHENING ROTARY
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Why did you initially join Rotary?
RESEARCH: WHY WE JOIN, WHY WE STAY
Why do you stay with Rotary?
• Friendship & Fellowship
• To positively impact my community
• To positively impact my community
• Friendship & Fellowship
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RESEARCH: IMPLICATIONS
• Responsible leaders
• Connections• Community impact
on a global scale
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STRATEGY: OUR CORE
What is Rotary?
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• JOIN LEADERS• EXCHANGE IDEAS• TAKE ACTION
STRATEGY: OUR MESSAGE
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• SMART
• COMPASSIONATE
• PERSEVERING
• INSPIRING
STRATEGY: OUR VOICE
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STRATEGY: OUR VISUAL IDENTITY
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STRATEGY: OUR SIGNATURE AND MARK OF EXCELLENCE
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STRATEGY: OUR COLORS
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STRATEGY: OUR DIGITAL SIGNATURE
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IMPLEMENTATION
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IMPLEMENTATION
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IMPLEMENTATION
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PRELIMINARY VERSION, NOT FINAL
DIGITAL IMPLEMENTATION
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CLUBS
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SERVICE PROJECTS – AREAS OF FOCUS
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SERVICE PROJECTS – LOCAL
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PARTNERSHIPS & INTERNAL CAMPAIGNS
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PROGRAMS
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IMPLEMENTATION – NEXT STEPS
Strategy
Inform Rotarians and staff why strengthening Rotary is vitalInspire Rotarians and staff to embrace and live the essence, values and voiceEmpower Rotarians and staff with tools and resources
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IMPLEMENTATION – IMMEDIATE NEXT STEPS
Month Deliverable
Aug 2013 • Distribute guidelines, key messages, FAQ’s, and PPT templates• Distribute presentation (EN) for institutes• Launch www.rotary.org in new voice and visual
Sep 2013 • Distribute language versions of institute presentation
Oct 2013 • Assess interim feedback from about institute messages• Core rebranded templates prepared for distribution with online system
Jan 2014 • Phase 1 of online system in production for Rotarians• Messaging / training at 2014 International Assembly
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THE END RESULTS—WHAT ARE WE ACHIEVING?
– Increased understanding of Rotary– Increased membership– Increased impact in communities– Increased donor support– Increased partnerships
BE A
ROTARYCHAMPION