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CONVERSATIONS TO ACTIONS

CONVERSATIONS TO ACTIONS. A presentation to District Assembly 9830 Philip Archer May 2014. Rotary…there’s nothing else like it! It’s where conversations turn into actions. Introduction of the New RI Brand.

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CONVERSATIONS TO ACTIONS

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  1. CONVERSATIONS TO ACTIONS A presentation to District Assembly 9830 Philip Archer May 2014

  2. Rotary…there’s nothing else like it!It’s where conversations turn into actions.

  3. Introduction of the New RI Brand We have been fortunate with the timing of the RI brand changes...we were able to launch a nationwide PR campaign to coincide with the request to everyone to refresh their brand image on all Rotary assets.

  4. Our vision & objective Our vision... To be one across Australia To be united To collaborate For the first time we are sending one message across Australia! Our objective... Not just to attract a new, younger and diverse range of people to Rotary, but to attract the right people. Enhance brand recognition, understanding and trust.

  5. What has been achieved… A game-changing PR campaign developed in line with the Zone Membership Development Plan is up and going.

  6. How we are doing it...Rotary Ambassadors Program

  7. How we are doing it... We have identified some amazing ambassadors who are promoting Rotary, membership and our activities: Dr Jonathon Welch Bev Brock Peter Jones Rob Pennicott Nathan Ashdown Michael McQueen

  8. How we are doing it...Zone Website & Facebook Pagepromoting the great work of our Members & Clubs

  9. www.rotaryaustralia.org.au

  10. www.facebook.com/rotarydownunder

  11. How we are doing it...Membership Brochure

  12. Membership Brochure—a clever, simple story that unfolds, one that non-Rotarians get what we do

  13. How we are doing it...Partnering with Rotary Down Under

  14. Partnering with Rotary Down Under Strong partnership with RDU that allows us to promote the campaign internally: The December issue had an article covering the Conversations to Action campaign featured on the front cover; the February issue which has just been released, details the Zone Membership Development Plan via an insert flyer – this is great communication of our major campaign for all members.. Elissa Nolan from RDU tracks and promotes stories daily through social media, particularly Zone Facebook: over 7,000 visits to the new website launched 24 September, 87% being new visitors to Rotary

  15. How we are doing it...Whole-of-Club Programs

  16. Whole-of-Club Programs Social Inclusion Week Rotary Birthday International Women’s Day Celebrations Rotarians & Friends @ Work

  17. The Campaign to Date

  18. The Campaign to Date Australian Rotary Website Launched September 2013 Membership Brochure November 2013 (3 per every Rotary member given out) Pull-Up Banners November 2013 Social Media Platform/Facebook November 2013 Rotary Ambassadors’ Program launched November 2013 First Flight of National Radio Advertising November 2013 Rotary Down Under Front Page December 2013 Second Flight of National Radio Advertising February 2014 Rotary Down Under Campaign Insert February 2014

  19. The Campaign to Date Whole-of-Club Programs: Rotary’s Birthday February—Club involvement International Women’s Day National Rotary Events--$50,000 sponsorship from Officeworks & $12,000 from Transport Accident Commission Rotarians & Friends at Work – April Other Opportunities: Rotary International Conference, Sydney, June–Public Awareness District Conferences, PETS, District Assemblies—Member Engagement

  20. How we measure it

  21. How we measure it Who’s viewing our ads? Tracked using software ‘Meltwater’ Who’s visiting our website? Tracked through Google Analytics How many free ads have we received (Community Service Ads and filler ads)? Reported by Mitchell Media District Governors receive simple to read dashboard format reports on results.

  22. Getting fit for conversation...

  23. Getting fit for conversation... We are now working to make sure our Members and Clubs are encouraged to: Embrace the Zone Membership Development Plan Undertake a Club Visioning exercise Share their stories through our Zone Facebook page so that we can promote their wonderful work Know how to use the marketing collateral Promote Rotary PR real estate Be actively involved in Whole-of-Club programs Work together to engage Rotary and change lives Focus on what we are doing well and not on the past Get ready to welcome like-minded people.

  24. Public Image Campaign Strategy Going Forward

  25. Public Image Strategy Going Forward The Australian Saturday 24th May 2014

  26. Public Image Strategy Going Forward P.O.E.M. The strategy for the Public Image campaign, “Conversations to Actions”, is best summed up as follows: P: Paid Media O: Owned Marketing Real Estate E: Earned Promotion & Advertising M: Measured Momentum

  27. P: Paid Media We have paid for: • A new Australian Zone website: $12,000 • A social media platform: $30,000 will be spent this year • Marketing collateral including the Rotary Ambassadors’ campaign, banner ads (can be downloaded from the Australian Rotary website) and social media images, radio advertisements • Pull-up banners for all Districts ($30,000) • Membership PR marketing flyer ($12,000) • Three flights of national radio ads ($350,000)

  28. O: Owned Marketing Real Estate Rotary has always owned great marketing PR real estate—we just haven’t promoted it enough! Our members and clubs are inspirational—we need to capture and share these stories through our social media and media contacts. Examples of Rotary “Owned” Marketing Real Estate: Polio Plus Rotary Youth Leadership Awards Youth Exchange Interplast & ROMAC Shelter Box & Disaster Aid Ambassadorial Scholars & Peace Fellows Group Study Exchange Street Swags and numerous other local Club initiatives and programs

  29. E: Earned Promotion & Advertising Achievement of: Free community service announcements (radio) Free media publicity Sponsorship dollars from corporates and government supporting our activities

  30. E: Earned Promotion & Advertising Contd... What we have Earned so far: A minimum of one free radio advertisement per paid advertisement Hundreds of Community Service Announcements from radio stations that have come to our support In Perth (Western Australia) we have been given 248 X 30 second radio ads at no cost – we have paid for 48 X 30 second radio ads Our social media investment has resulted in reaching 617,000 plus on Twitter; over one million impressions/circulation numbers through our Australian Rotary website; over 20,000 pages viewed on the website; 2,300 views of Rotary Clubs around the country; 1,060 plus views of our “Contact Us” page From September to December, our Facebook followers grew from 1,263 to 1,347 and 50% of our Facebook followers are women.

  31. M: Measured Momentum Over coming months, the more we collectively work towards P.O.E. (Paid, Owned, Earned), the more we will achieve in M – measured momentum. This will give us a great platform to achieve the Zone Membership Development Plan and create awareness of Rotary’s work in the Zone.

  32. RI Convention, Sydney, Marketing

  33. Banner Advertising – Olympic Park Stadium

  34. Banner Advertising – Sydney Harbour Foreshore Authority

  35. Banner Advertising – City of Sydney

  36. Banner Advertising – Sydney Airport

  37. Billboard Graphics

  38. Magazine Advertising

  39. Retail Precinct Decals Business Events in Sydney will be asking their Retail Members to display these Convention Decals in their businesses

  40. Television Advertising Features our Ambassadors Dr Jonathon Welch AO, and Bev Brock

  41. Newspaper Promotion An 8 page supplement paid for by corporates It’s envisaged the supplement will include a message front he RI President, Ron Burton, The Prime Minister of Australia Tony Abbott and the Premier of NSW Mike Baird and Governor General and from the industrialist, Lindsay Fox. Additionally the supplementwill feature, the Rotary Foundation, the great work of Rotary and the 6 areas of interest, focus on diversity and the current push to eradicate Polio.

  42. Share Your Conversation... What’s your Rotary conversation?

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