District Assembly 2009 - Communications Presentation
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Transcript of 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