PUBLIC IMAGE Putting Resources in YOUR

Hands

PDG Clint Schroeder

Spring 2020

District 5080 Spring Training

OUTCOMES/OBJECTIVES

•Discuss importance of the Rotary Brand experience

•Analyze current state of brand adoption in our district

•Be introduced to new branding tools

•Embrace your role in Rotary Brand adoption

https://youtu.be/dZqN81aB9p0

https://youtu.be/dZqN81aB9p0

WHAT IS BRAND?

“Brand is a guide or a lens for the way you think, the way you act, and the way

you communicate, brought to life, at every point of interaction with your audiences, both internal and external”.

Hayley Berlent, siegel + gale strategist

District 5080 Spring Training

ELEMENTS OF OUR ROTARY BRAND

• Essence

• Values

• Voice

District 5080 Spring Training

WHAT IS “BRAND EXPERIENCE?”

•Successful organizations don’t just have a brand identity --they create a total brandexperience

•Emotional connection(attraction, trust, loyalty)

•FEEL the brand

District 5080 Spring Training

ROTARY’S CURRENT “BRAND EXPERIENCE?”

Are we delivering on promise of our intendedBrand Experience?

District 5080 Spring Training

WHERE ARE WE NOW?

Think...• Have YOUR assets

changed?• Websites?• Facebook Pages?• Instagram?• Printed Materials?• Banners?• Shirts?

Are there implications for not making the changes?

District 5080 Spring Training

WHERE ARE WE NOW?

Why is ongoing investment in brand and public image important to any organization?

Can you name a corporate brand change that required an investment to be consistent?

9

District 5080 Spring Training

Corporate Logo Histories:

Brand Consistency is

Key!

District 5080 Spring Training

WHERE DO WE WANT TO BE?

Small Group Work

District 5080 Spring Training

WHERE DO WE WANT TO BE?

• What does 100% Rotary Brand adoption mean for our District and Clubs?

• What needs to happen in our District and Clubs to finish the job of brand adoption?

• How will you inspire, motivate, incentivize Clubs to adopt the Rotary Brand?

District 5080 Spring Training

PEOPLE OF ACTION

District 5080 Spring Training

• Narrow gap between awareness & understanding

• Define ‘What is Rotary’ and our impact

• Localize ads for relevance

• Lay foundation for member attraction and engagement, contributions and partners in service

PEOPLE OF ACTION CAMPAIGN STRATEGY

District 5080 Spring Training

PEOPLE OF ACTION ASSETS

• Videos

• Print Ads

• Outdoor ads

• Digital Ads

• Radio spot

• Brochure

• Campaign guidelines

District 5080 Spring Training

PEOPLE OF ACTION CAMPAIGN

Build understanding:

First wave…Of Rotary; position us as People of Action

Second wave…Of the Club; experience and value of membership

Third wave…Around areas of focus

District 5080 Spring Training

YOUR ROLE

Build a network

Spread the word

Gather and share

Familiarize yourself

https://youtu.be/5kBe_adY4SU

https://youtu.be/5kBe_adY4SU

District 5080 Spring Training

NEXT STEPS

• Empower additional Brand Ambassadors

• Build Skill-Based Teams

• Utilize Zone Website & Team

• Live and Enhance Rotary Brand!

District 5080 Spring Training

THANK YOU!