Rotary Branding
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D5040 Public Relations Training
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Public Image and Public Relations are important functions. When a Rotary club has a positive public image, brand or reputation, current members are motivated to participate in service above self, prospective members are eager to join and sponsors are willing to support service.  Often too little is known about Rotary in our communities and opportunities are missed.
 
The District 5040 Public Image and Public Relations team is here to support our clubs in service near and far and our District’s service on behalf of our clubs. We are here to help tell our story. That is: Together, we see a world where people unite and take action to create lasting change - across the globe, in our communities, and in ourselves.
 
Public Image is a top priority of Rotary and we share that vision.

Public Image

Our reputation is our brand. Sometimes we feel that Rotary is the best kept secret and our challenge is to get the word out and tell our story.  Key concepts to consider are:
  • what we do and how we do it
  • "people of action"
  • "service above self"
  • 4-way test.
 
For the most effective message when selling Rotary we strongly encourage you to stop thinking like a conventional marketer. That is:
  1. Start focusing on developing human interest, personal experience
  2. Tell them why should people care about what Rotary has to say?
  3. Do things of value to our members and our communities
  4. Then tell stories, first about value achieved, then your club
  5. Keep telling them with lots of images to build our Brand

Rotary Logo

Use the current Rotary logo in a consistent, professional way to create a “family” look for our Rotary Brand. That is our Public Image. Start first within your club and then in the community. Here are some sample formats:
 

Use the Current Rotary logo

For that contemporary look use the current Rotary logo. Logos are available on:
  • Rotary International Brand Center.  Note you must be logged on to access the Brand Center.
  • When using ClubRunner to format an email, bulletin or page click on the Image button in the formatting bar and expand "Rotary Images (locked)"
.
   

Use these

 

Public Relations

Build a Public relations plan

Build an effective design for all of your public documents:
Plan: Research ► Action Plan ► Communications ► Evaluation
 
Consider who do you need to influence so they act in support of the cause?
Awareness ► Understanding ► Commitment ► Action
 
Start with planned outcome of any service project and its human impact then explain Rotary’s role.  Use the schematic below to guide your club through the process
 
+ advertising + posters + community event calendars + presentations to community groups
+ radio and TV + public service announcements
 

Leverage Rotary's Global Public Relations Campaign “People of Action”

Recently Rotary introduced the latest global public image campaign: People of Action. This campaign brings the Rotary story to life in a way that narrows the gap between public awareness and understanding.
 
The People of Action campaign communicates the essence of Rotary and reflects our values, such as:
  •     We build lifelong relationships.
  •     We honor our commitments.
  •     We connect diverse perspectives.
  •     We apply our leadership and expertise to solve social issues.
To help your club spread this narrative in a clear, consistent, and compelling way, a set of  People of Action campaign materials in the Brand Center: print, digital, and outdoor advertisements, as well as videos and other marketing resources have been developed. 
 
Here is an example where a picture of Burnaby's New Fitness Centre becomes a Print Advertisement:
 
 
Club's may also create Facebook pages, large and small web site images, standing displays and pamphlets.
The resources are available from the Rotary International Brand Center Create Your Own section.  Again you must be logged on to Rotary International to access the site

Need More Help?

First check the list of resources on the left hand column.
 
We are here to help and please contact us.  For questions, concerns or requests for assistance, please contact:
Peter Roaf
Chair, Public Image & Public Relations Committee
proaf@shaw.ca
604-839-1465 (mobile)
 
Also, share this page with your of the Rotary District 5040 website at tinyurl.com/PR5040 we would like to get the word out too!