No name

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Kiwanis
International
Serving the Children of the World

• Spreading the Kiwanis Message
• Public Relations and Marketing

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Who is Kiwanis?

• The publics image of Kiwanis is not clear

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The Defining Statement

• Kiwanis is a global organization of volunteers
  dedicated to changing the world one child and one
  community at a time.  

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The Kiwanis Brand
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One Can Make a Difference

• The One Can
• Make a Difference
• campaign emphasizes
• the influence Kiwanis
• has on young lives

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What is an Ambassador?

• YOU are an Ambassador when you
• speak to a neighbor about Kiwanis
• encourage a Kiwanian to get more involved
• motivate a club in your district

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Spreading the Word

• Storytelling is
• the most powerful
• way to put ideas
• into the world
• today.
• - Robert McAfee Brown

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Be Yourself

• Kiwanians are the best messengers of the Kiwanis
  story
• Tell it with pride
• Be genuine
• Show conviction

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Be Positive and Enthusiastic

• Your audience will seldom, if ever, exceed your
  level of enthusiasm
• Enthusiasm is the mother of effort, and without
  it nothing great was ever achieved.
• -Ralph Waldo Emerson

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Drive Growth Through Ambassadorship

• Ambassadors will increase growth and retention
  by
• Being a resource
• Generating enthusiasm
• Serving as a positive image
• Building a greater understanding

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Using Media to Spread the Word

• Newspapers
• Community Bulletins
• Magazines
• Radio
• Television
• Internet

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Missed Opportunities

• Town Kiwanis Club to award scholarships
• The Town Kiwanis Club today will present 4,000
  in scholarships to four top local high school
  seniors. The scholarships will be awarded at a
  breakfast at the Town Senior Center....

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Missed Opportunities

• Event gets participants on a roll Hundreds take
  part in clubs annual Watermelon Ride
• The rides raise money for the bicycling causes
  and scholarships of Local High School students
  through the Local Kiwanis Club.

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Missed Opportunities

• Kiwanis Club focuses on helping local children
• Although there are no specific membership
  requirements to join Kiwanis Club, Kiwanian said
  the clubs membership currently stands at only 13
  members.
• Thats probably one of our downfalls. We just
  have to make the commitment to get out and ask
  people (to join). Kiwanian attributes the clubs
  low membership numbers to hesitancy for people
  to join.

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Connect with the audiences emotionsConvey
visual images through words and
photosCelebrate success and show results
A good story will
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Great Examples

• Kiwanis Club Donates to Town
• To serve the children of the world is the
  Kiwanis motto. Towns Kiwanis club kept that
  tradition going making a huge donation to the
  community.
• At the lunch, the Kiwanis club donated 27,000
  to nearly 30 local organizations all geared
  towards helping children
• I can honestly say I wouldnt be a member of
  this organization if I didnt feel that the money
  was being utilized in a manner benefiting to
  those people that donated the money, said
  Kiwanian...

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Great Examples

• Kiwanis run camp fills a void for special
  campers
• Kiwanis members spend a lot of their
  fund-raising efforts on the camp.
• The pay-off is kids smiles, Kiwanian said.
  It definitely tugs at your heart.
• The Town Kiwanis Club has about 16 members who
  help the Town community in a variety of ways.
  Members work to support the food pantry, little
  league baseball, the Boy Scouts and more

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Great Examples

• A Chair-itable Donation
• Kiwanis Club Provides Safety Chairs for Student
  Athletics
• True to the Kiwanis motto of serving the
  children of the world
• In addition to donating the chairs, Kiwanis
  financially supports the Key Clubs at Local High
  School and Local Prep School, a Builders Club at
  the seventh and eighth grade levels, and K-Kids
  for fifth and sixth graders.
• On the international front, Kiwanis donated
  8,000 for tsunami relief through Kiwanis
  International
• Children are our priority one, so were always
  looking for things that benefit children, said
  Kiwanian...

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Key Messages

• It's the repetition of affirmations
• that leads to belief. And once that
• belief becomes a deep conviction,
• things begin to happen.
• - Muhammad Ali

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Why are Key Messages important?

• Differentiate Kiwanis from other service
  organizations
• Build credibility and visibility
• Persuasive means of positively and effectively
  positioning Kiwanis
• Promote consistent and universal understanding of
  Kiwanis and its mission

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Using Key Messages

• Framework for the Kiwanis story
• Consistent body of evidence
• Provide opportunity to bridge to district
  successes or Kiwanis Moments

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Understanding the Media

• Deadlines, lead times and beats, oh my!

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Twenty Years Ago
The Media Environment

• News was news
• News was mostly local-regional
• The established media determined what was
  important/relevant
• Individuals relied on a few media outlets to stay
  informed

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Today
The Media Environment

• News is Info-tainment
• News goes global instantly
• The Internet grants individuals access to a sea
  of information and opinions
• Word-of-mouth has gained credibility over wide
  stream media

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Developing Media Relationships

• Conduct a media survey
• What are potential members and partners reading
  or watching?
• Find the right reporters

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Think Like a Reporter

• Why should he/she care about your story?
• What questions might he/she ask?
• Who else should he/she talk to support your
  story?
• What is his/her deadline?

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Telling the Story

• Pitching
• Media Alerts/Advisories
• Press Releases
• Fact Sheets
• Letters to the Editor
• Deskside Briefings
• Special Events
• Public Service Announcements

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You Are Not Alone

• Resources available to help you spread the word

• Tag.editme.com
• PR and Marketing Handbook
• One Can Make a Difference Toolkit
• www.kiwanis.org
• Kiwanis International staff

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Good Luck!

• Live out of your
• imagination, not your
• history.
• - Stephen Covey