strengthening rotary presentation en

STRENGTHENING ROTARY

STRENGTHENING ROTARY | 2

TODAY YOU WILL LEARN:

Why we’re strengthening Rotary

What our research tells us

How our strategy helps clarify and focus

5 things you can do


OUR PROGRESS


WORKPLAN

Uncover our opportunity

Clarify how we present our offerings

Activate our visual expression

Empower audiences to live the brand

Roll out our strengthened brand globally

Build our brand strategy


WHY WE’RE STRENGTHENING ROTARY


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


SURVEY RESULTS

Never Heard

of Rotary

Know Name Only

SomeFamiliarity


CHALLENGE

NOT EARNING FULL CREDIT FOR OUR GOOD WORK

Harder to reach our full potential


WHAT OUR RESEARCH TELLS US

STRENGTHENING ROTARY | 1 0

Conducted

160+ interviews

Analyzed 20,162 surveys

Reviewed

400+ documents

institute meetings

Participated in

5Obtained comprehensive feedback

from Rotarians in 167 countries

Visited

20 clubsand attended the

2012

International

Convention


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 differently

Act responsibly

Impact communities globally


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%


…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%


IMPLICATIONS

Rotarians are responsible leaders– Define by mindset

Connecting always will be a driving force

behind Rotary

Rotary creates community impact on a global scale


PUT THESE FACTS TO WORK FOR YOUR CLUBS

Do your clubs:

• Find leadership roles for new members right from the start?

• Open service projects to prospects at least 4 times a year?

• Look beyond title to a prospect’s mindset for membership potential?


HOW OUR STRATEGY HELPS CLARIFY AND FOCUS


ESSENCE VALUES VOICE

Our reason for being

Our beliefs Our expression

BUILDING BLOCKS OF OUR BRAND STRATEGY


ESSENCE STATEMENT

Rotary unites leaders from

all continents, cultures and occupations

to exchange ideas and take action

for communities around the world.


Rotary unites leaders fromall continents, cultures and occupations

to exchange ideas and take action

around the world.

ESSENCE STATEMENT


Rotary brings together the kind of

people who step forward to

take on important issues for

local communities everywhere.

BRINGING OUR ESSENCE TO LIFE


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.


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

STRENGTHENING ROTARY | 2 7 27

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


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


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


22022175


SAMPLE MEMBERSHIP BROCHURE COVERS


MEMBERSHIP BROCHURE COVER AND INTERIOR SPREADS


CLUB SERVICE PROJECT POSTERS


DEVELOPMENT PAMPHLET COVER AND INTERIOR


OUTDOOR BILLBOARDS


INTERNATIONAL CONVENTION POSTERS


PRELIMINARY VERSION, NOT FINAL

DIGITAL


ROTARY LEADER COVER


ROTARY SIGNATURE

®

NO

TE

: G

RA

PH

ICS

AR

E N

OT

FIN

AL

AR

T.


PIXEL PROBLEM: DIGITAL AND SMALL SPACE


TWO-PART SOLUTION


CLUBS


PROGRAMS


SERVICE PROJECTS – AREAS OF FOCUS


SERVICE PROJECTS – LOCAL


PARTNERS AND INTERNAL CAMPAIGNS


NEXT STEPS


BRANDING COMMITTEE

Fulfilled its charter

Makes final report to Board in June

Brings final decision item

Identifies items outside charter, transition to other Committees and Secretariat


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


INFORM | INSPIRE | EMPOWER

1. SHIFT YOUR THINKING FROM “BRAND” TO STRENGTHENING ROTARY.



2. SHARE THE RESEARCH AND STRATEGY.



3. LIVE THE BRAND…ANDINSPIRE CLUBS TO TRULY LIVE IT AS WELL



4. WORK TO IMPROVE MEMBER ENGAGEMENT.

BE A

ROTARYCHAMPION



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