z34 strengthen rotary brand
DESCRIPTION
Strengthening the Rotary Brand - presentation made by Paul Hydzik, Marketing Manager @ Rotary International - June 5, 2012 @ the Zone 34 Strengthening Clubs Seminar held in Evanston, IllinoisTRANSCRIPT
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Strengthening Rotary’s BrandPaul HydzikManager, Marketing5-June 2012
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WE’RE AWESOME!
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How an organization THINKS, ACTS & COMMUNICATES
EXPERIENCE received.
PROMISE delivered.
Brand is…
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Not earning full credit for our good workHarder to reach our full potential
Challenge
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Siegel+Gale
JapanKorea
AustraliaSouth AfricaArgentina
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1Research
2 3Brand Architecture
4Visual Identity
5Guidelines
6Rollout PlanStrategy
Project Overview
2 years
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Brand Attracts PartnersFollowing the 2008 launch:
Added 6 corporate partnerships + 40 university affiliations
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UnprecedentedResearch
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We have the strengths necessary for greatness
FINDING 1
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Core strengths afford us unique ability
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1. Multidisciplinary perspective allows us to see challenges in ways others can’t
2. Ability to apply best-in- business thinking to social issues
3. Passion and perseverance necessary for lasting change
4. Collective impact of our global community
See differently
Think differently
Act tenaciously
Impact globally
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Audiences want what we offer— we just need to help them understand
FINDING 2
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It’s not about assets we have…but how we make people understand, feel and believe
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Approach
Personalconnection/participation
Measurable impact
Shared global motivators
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Rotary excels in many of these areas, yet we’re not getting credit we deserve
Typical gap
Rotary’s gap (globally)
INT
ER
NA
LE
XT
ER
NA
L
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The world is moving in our favor
FINDING 3
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Opportunity for social enterprises
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Bottom-line driven
Purpose driven
Run like an NGO
Run like a business
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Desire for change:window of opportunity
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Behind the Scenes
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VOICE VALUES ESSENCE
Our expression Our beliefs Our reason for being
Building blocks of the brand strategy
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Be a RotaryChampion