speaking in rotary's voice
TRANSCRIPT
SPEAKING IN ROTARY’S VOICESeoul Convention 2016
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TODAY YOU WILL LEARN:
Why did Rotary look at it’s Brand What our research tells us How our strategy helps clarify and focus Who are are, what we do and why it
matters How to speak in our new voice
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WHY WE’RE STRENGTHENING ROTARY
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OBJECTIVES
• Clarify what Rotary stands for, how it’s different and why people should care
• Elevate awareness and understanding
• Motivate, engage and inspire current and prospective members, donors, strategic partners and staff
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SURVEY RESULTS
Never Heard of Rotary
Know Name Only
SomeFamiliarity
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CHALLENGE
NOT EARNING FULL CREDIT FOR OUR GOOD WORKHarder to reach our full potential
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WHAT OUR RESEARCH TELLS US
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Conducted
160+ interviews
Analyzed 20,162 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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ROTARY’S STRENGTHS DIFFERENTIATE US
1. A multidisciplinary perspective allows us to see challenges in ways others can’t
2. The ability to apply leadership and expertise to social issues
3. The passion and perseverance necessary for lasting change
4. Community impact on a global scale
See differently
Think differentlyAct responsibly Impact communities globally
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PRIMARY REASONS PEOPLE JOIN ROTARY…
Why did you initially 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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…ARE THE SAME REASONS THEY STAY ROTARIANS
Why do you 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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FINDINGS
Rotarians are responsible leaders– Define by mindset
Connecting always will be a driving force
behind Rotary Rotary creates
community impact on a global scale
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SIMPLIFYING OUR MESSAGE
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ESSENCE VALUES VOICE
Our reason for being
Our beliefs Our expression
BUILDING BLOCKS OF OUR BRAND STRATEGY
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ESSENCE STATEMENT
Rotary joins leaders fromall continents, cultures and occupations
to exchange ideas and take actionfor communities around the world.
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Rotary joins leaders fromall continents, cultures and occupations
to exchange ideas and take actionaround the world.
ESSENCE STATEMENT
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ESSENCE VALUES VOICE
Our reason for being
Our beliefs Our expression
BUILDING BLOCKS OF OUR BRAND STRATEGY
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ROTARY’S VALUES - WITH ACTIVE LANGUAGE
Diversity We connect diverse perspectives.
Vocational expertise, Service and Leadership
We apply our leadership and expertise to solve social issues.
Ethics and integrity We honor our commitments.
Fellowship and global understanding
We build lifelong relationships.
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ESSENCE VALUES VOICE
Our reason for being
Our beliefs Our expression
BUILDING BLOCKS OF OUR BRAND STRATEGY
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• Smart• Compassionate
• Persevering• Inspiring
VOICE ATTRIBUTES
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SMARTWe look at problems from different angles and apply our expertise to solve social issues in ways others cannot. Our communications are insightful and discerning.
WE SOUND:KnowledgeablePerceptiveConfident
BUT NOT:ObscureDisconnectedArrogant
OUR VOICE
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COMPASSIONATETackling the world’s toughest challenges requires empathy. Our communications champion real people, stories and conversations that are relatable and universal.
WE SOUND:ThoughtfulSincereEngaging
BUT NOT:LoftySentimentalWeak
OUR VOICE
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OUR VOICE
PERSEVERINGWe are relentless in our pursuit of lasting solutions
to systemic problems at home and abroad. Our communications express our perseverance when we speak with clarity and conviction.WE SOUND:BoldPurposefulCourageous
BUT NOT:RecklessClose-mindedStubborn
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INSPIRINGMotivated by the enduring connections and positive change we bring to communities and the world, we encourage others to take action. Our communications convey hope, enthusiasm and passion.WE SOUND:UpbeatHopefulVisionary
BUT NOT:HyperZealousImpractical
OUR VOICE
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ROTARY SIGNATURE
®
NO
TE: G
RA
PH
ICS
AR
E N
OT
FIN
AL
AR
T.
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NEXT STEPS
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IMPLEMENTATION
Strategy– Inform Rotarians and staff and make case
why strengthening Rotary is vital– Inspire Rotarians and staff to embrace
and live the essence, values and voice– Empower Rotarians and staff with tools
and resources
BE AROTARYCHAMPION
INFORM | INSPIRE | EMPOWER
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OPPORTUNITIES TO CHANGE THE CONVERSATION
Only 35% of respondents agree with the statement that Rotary is an organization for people like me
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PERCEIVED BARRIERS FOR JOINING
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AUDIENCES WANT WHAT WE OFFER; WE JUST NEED TO HELP THEM UNDERSTAND.