Public Relations and Marketing

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Public Relations and Marketing

• 2009 - 2010 and beyond
• The future of Rotary is in our hands

Chris Love Rotary Club of Sullivans Cove
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What do we want Rotary image to be?

• Approachable and accessible
• A can-do organisation,
• An integral part of every society,
• A organisation of integrity, trustworthiness that
  contributes to the betterment of society
• A dynamic collection of individuals that hold the
  ideal of service above self.
• The service organisation of choice

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Rotarys Image - some research

• Research and focus groups conducted by RI within
  Australia reveal a number of interesting findings
  about Rotarys image
• The good
• The not-so good
• The downright ugly!

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Rotarys Image - some research

• The Good
• Rotarians are generally trustworthy
• They do community stuff
• The Rotary wheel is highly recognizable

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Rotarys Image - some research

• The not-so good
• Its for retired men
• Its for advancement of business, isnt it?
• You have to be rich to join
• Rotary Lions Club?

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Rotarys Image - some research

• The downright ugly!
• Its like a secretive society
• Its an elitist organisation
• Once you join, you are locked in
• I have no idea what they do

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Why bother with PR and Marketing?

• Poor, or lack of, marketing has created
• A lousy or underserved image of Rotary and
• Is probably the cause of an ageing organization
  and declining membership.
• Successful marketing will let the the public
  know
• Rotary is an extraordinary organisation,
• Rotary is a gift, a fantastic way of life, a
  common bond, a way to enrich ones life.

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How do we address image?

• Improve Marketing and Public Relations
• Work a long-term and focused plan?

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The Plan!

• It starts at club level

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Club PR Focus - Key Points!

• Each club to assign a designated PR
  Officer/Chair. Preferably a board appointed
  position.
• Every club event/activity has a PR and Membership
  element planned from the beginning through to
  fruition.

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Strengthen your club - Make your club attractive

• Internal Club Operation
• Effective, timely and fun meetings
• Great activities and projects
• Know your clubs purpose and vision. Know where
  it is going and how its going to get there.
• Adopting constant improvement philosophy

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Club PR Recommendations

• Every club to have
• PR Director (preferably board level)
• Create a PR Plan
• Your Club listed in the White pages
• Website (can be one page and linked to District
  site)
• New, or revamped Town entry signs
• Up to date external marketing Eg. Car stickers,
  Banners
• Wear your badge!

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How can the District help?
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Role of District PR and Marketing Team

• Assist Clubs to promote and market themselves.
• Improve the profile and public perception of
  Rotary in Tasmania

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Who the District Team?
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How can the District help?

• Assistance to clubs
• District initiatives

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District Assistance to Clubs -Resource pack

• Development of PR and Marketing resource pack for
  each club.
• To include
• Extensive Media contact lists

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District Assistance to Clubs - Training and
support

• PR and Membership Training Seminar Saturday 16th
  of May (Day before District Assembly)
• Regional PR Training sessions (tba)
• District Level phone and email support

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District InitiativesKey developments

• Upgraded website
• Visually appealing
• Easy to navigate and find information
• Marketing centric approach to website.
• Eg. Car stickers, all banners, signs and
  literature to display website address
• Become a useful hub/resource for clubs
• Assist clubs to develop their own site?
• Dual address same website
• www.rotarytasmania.org.au
• www.rotary9830.org.au

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District Initiatives

• Public Relations grant
• Due July 15
• Up to 10,000 from RI (co contribution from
  district)
• If successful
• Coordinated marketing campaign
• Radio, print, TV, non traditional media
• Funded club initiatives???

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Summary and Goals

• 2009 - 2010
• Ongoing assistance and training to clubs
• Upgraded district website
• All clubs have designated PR Officer/Director
• Distribute PR packages to each clubs
• PR grant application
• 2010 and beyond
• Continual improvement in PR and Marketing
  strategies and measured by annual club feedback
• Continual website development