Strengthening Rotary’s BrandPeggy Hebden, Rotary Public Image Co-ordinatorZone 24EOctober 2012

Senior Leaders

Past President / TRF Chairman Bill Boyd - Chair

Directors• José Antonio Antiório• Ann-Brit Åsebol• Anne L. Matthews

Trustees• Mike McGovern• Kazuhiko Ozawa

Communications Committee• Jennifer Jones

Project objectives

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Clarify what Rotary stands for, why it’s different and why people should care

Elevate awareness and understanding of Rotary

Motivate and engage current members, donors and strategic partners

Inspire and attract prospective members, donors and strategic partners

Clean Slate

We’re Awesome!

How an organization THINKS, ACTS & COMMUNICATES

EXPERIENCE received.

PROMISE delivered.

Brand is…

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Who we are?

What we do?

Why it matters?

Brand is…

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Not about reinvention.

It’s about focus.

Brand is…

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Not earning full credit for our good workHarder to reach our full potential

Challenge

San Francisco •Los Angeles• New York•London •• Hamburg

Dubai

•Shanghai• •Korea

Argentina South Africa

Beijing

Japan

Australia

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Uncover our opportunity

Clarify our offerings

Activate our visual expression

Empower audiences to live the brand

Roll out our strengthened brand globally

Build our brand strategy

Project Overview

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Conducted

160+ interviews

Collected 11,334 surveys

Reviewed

400+ documents

institute meetings

Participated in

5Obtained comprehensive feedbackfrom Rotarians in 167 countries

Visited

20 clubsand attended the

2012 International Convention

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We have the strengths necessary for greatness

FINDING 1

Core strengths give us unique ability

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1. Multidisciplinary perspective allows us to see challenges in ways others can’t

2. Ability to apply best-in- business thinking to social issues

3. Passion and perseverance necessary for lasting change

4. Collective impact of our global community

See differently

Think differently

Act responsibly

Impact communities globally

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Audiences want what we offer— we just need to help them understand

FINDING 2

Motivators of service and donations are universal: audiences want to understand, feel and believe

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• Clear focus• Highest ethical

standards• Unites different

skills/perspectives

to solve issues

• Part of something meaningful

• Helps me set a positive example

• Proud to be associated with

• Long track record• Measurable results• Global reach

and impact

Distinct Approach

Personal Connection

Measurable Impact

Note: Attributes above represent a sample of motivators.

These motivators support the primary reason people 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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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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These motivators support the primary reason people

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The world is moving in our favor

FINDING 3

Opportunity for social enterprises

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Bottom-line driven

Purpose driven

Run like an NGO

Run like a business

IMPLICATIONS

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• Rotarians are responsible leaders—socially and ethically

• Connecting always will be driving force behind Rotary

• Not just about global impact—Rotary creates community impact on a global scale

We currently communicate like a humanitarian service organization

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Business/Professional

LeadersService

For Rotary, opportunity is in the

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ServiceBusiness/

Professional Leaders

“AND”

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ONE!

Strengths differentiate

CATEGORY OF

Sample membership brochure

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Tomorrow:Why I join

Today:How I join

(For example only)

World’s Biggest Commercial

Rotary Club Central

Rotary Showcase

Young ProfessionalsRotary Visitors Centre

Be a RotaryChampion