Membership Traction with People of Action

1. Subject Membership Traction With People of Action Presenters: Elizabeth Usovicz, Rotary Public Image Coordinator, Zone 31 Chuck Barnett, Assistant Rotary Public Image Coordinator Zone 30

2. Tonight’s Dialogue • People of Action Campaign: Why it Matters • The Message: Who’s the Audience • The Current Materials: What’s available • The Assets: How to Use Them for Member Attraction How to Use Club Projects for Member Attraction • Questions and Open Discussion

3. All Brands - and Their Public Images - Evolve

4. People of Action Campaign: Why it Matters

5. People of Action: Who’s the Audience “I appreciate the press that comes out every week and covers it when we give away money and always does stories for us, and we really do appreciate that, but we have to improve our visibility in the community.” “We don’t do any advertising really, and we don’t do anything that gets people in the community to know about all the things we’re doing.” - 2017-18 Club President, West Virginia

6. People of Action Campaign: Who’s the Audience • Increase awareness of our club’s projects and activities, with the media and within the community. • Create awareness of the good our members are doing in the community. • End Result: Attract diverse, service-minded members of our communities to join us.

7. People of Action Current Materials: What’s Available The Path: Rotary.org > My Rotary > Brand Center > Materials > People of Action

8. The Current Materials: What’s Available • “What We See” Video: 2 versions 30-second video 90-second video • 4 Images/Ads for Facebook Posts • 4 Images (letter-sized) for posters, signs, banners and print ads Additional assets are scheduled to be available near calendar year-end – including customizable materials.

9. The Current Materials: What’s Available Download the video at Rotary BrandCenter: 2017_074_PeopleofActionPSA30_EN

10. The Current Materials: What’s Available

11. The Current Materials: What’s Available Key Messages to Diverse, Service-Minded People in Our Communities • Where others see problems, Rotary members see solutions. • Our 1.2 million members see opportunities and possibilities in their communities around the world. • Together, We Inspire • Together, We Connect • Together, We Transform • Together, We End Polio • Rotary - We Are People of Action

12. How to Use Them for Member Attraction • Identify a Rotary member (ideally, a membership chair or public image chair) to create the post. - feel free to use the example messages and ideas in this webinar. • Ask members of your club or district to share the post, and ask them to encourage others in their networks to share it. • Ask members to share the post on online neighborhood/closed social platforms they belong to, as appropriate.

13. The Assets: How to Use Them for Member Attraction Example: Inspirational Facebook post using the People of Action message and 30-second video Download the video from the Rotary Brand Center and upload to your post

14. How to Use Them Example: Informational, global issue Facebook post using the People of Action message and a Rotary video Copy and past the link into your post https://www.youtube.com/watch?v=LY7BgdBEmIM

15. The Assets: How to Use Them for Member Attraction

16. The Assets: How to Use Them for Member Attraction Example: Local Impact Facebook post using the People of Action message and a local photo Photo shows beneficiary And Rotary member with the project/ community impact Message is personalized and includes a call to action Note: Get permissions or releases as needed

17. The Assets: How to Use Them for Member Attraction Example: Facebook post with local project and People of Action Ad/message Download the ad from the Rotary Brand Center and upload it to your post

18. Membership Traction with People of Action Facebook Posts • #Hashtags - #club, #Rotary, #PeopleofAction • Personalization/relatability (first names) • Beneficiaries featured, if using a local photo • People of Action images/short Rotary videos (2 minutes or less) • Community action/interaction happening in local photo • Use of action verbs in the post: Teaching kids to read in (location) • Use of People of Action message/key words • Use of club name - Richmond Rotary - We Are #PeopleofAction! • Call to Action – Join us, Check us out, Meet us at (location)

19. Membership Traction with People of Action Uses for the Ads/Images Under $100 • Boosted Facebook posts Community Events and Service Projects • Vinyl Tabletop sign on a retractable tripod stand • Standing vinyl poster on a retractable tripod stand • Car decals and magnetic car signs Add your club/district call to action, such as: Kansas City Plaza Rotary Club Meet us Fridays at 7:15 a.m. at the Grand Street Café

20. Brand Proof Example of a brand proof template for community prospects using People of Action image and message

21. People of Action Campaign: Updating Perceptions

22. People of Action Examples

23. JOIN DISTRICT PUBLIC IMAGE CAMPAIGN 3 northern Illinois districts have teamed up to place billboards on interstates showing images of Rotarians working in the community and giving the call to action of "Join People of Action" with a website link. D6420 D6440 D6450 Northern Illinois Rotary was formed in 2013 to join the districts in the Northern Illinois region to work together on public relations, training, major service projects, major events, overlapping club areas, and much more. The Rotary motto, Service Above Self, conveys the humanitarian spirit of the organization's members. Strong fellowship among Rotarians and meaningful community and international service projects characterize Rotary worldwide.

24. CLUB WEBSITE WITH PEOPLE OF ACTION ITEMS • www.OlentangyRotaryClub.org

25. Questions/Open Discussion

26. Thank You! Together, We Connect Elizabeth Usovicz Rotary Public Image Coordinator, Zone 31 eusovicz@kc.rr.com Chuck Barnett Assistant Rotary Public Image Coordinator, Zone 30 chuckbarnett@gmail.com