2015 16 Rotary M,PR&C Team Overview & Plans

Marketing, PR & Communications
PEPS 28th February 2015
Marketing
Public
Relations
Communications
Marketing, Public Relations & Communications are all part of a package that need
to work together to support all other aspects of what Rotary does and in particular
to help with membership development

Marketing
The 7 P’s of Marketing
•Product
•Price
•Place
•Promotion
•People
•Process
•Physical Evidence
Product
Price
Place
Promotion
People
Process
Physical
Evidence
Marketing is the development of a plan of action that allows us to consider the
what, where and who and decide how we are going to promote Rotary in our
communities

Marketing
DOTS 18th February 2015
So What ?
We need to really
understand what our
prospective and
existing members
want from their
involvement in Rotary
Undertaking the Marketing Plan assessment should allow us to better understand
what we are trying to sell and why.
It allows us to start to consider how best to sell the “Gift of Rotary”

Marketing
So What ?
Perhaps more
importantly, we need
to really understand
how we should
communicate with
prospective and
existing members
The Marketing Plan assessment also needs to include consideration of he best
medium to use to get our messages across.

Public Relations
Managing
Image and
Reputation
Branding
Publicity
Awareness
Education
Sales
Relationships
Managing our
Image and
Reputation
Public Relations is about making sure that , whenever the pubic come across
Rotary they understand what we do and why we do it.

Public Relations - Branding
Getting to
grips with
the new way
of telling the
Rotary Story
All organisations need to consider refreshing their Brand Image over time.
Rotary has done just that in recent years and we now need to get to grips with the
new look and learn how to put the various parts to best use.

Public Relations - Publicity
Telling
our story
for free
We can be pretty good at getting our message cross when we keep an
eye out for the opportunities

Public Relations - Opinion
What people
understand and
believe we stand for
•The 4-Way Test
•Our 6 Areas of
Focus
•Service above Self
But – are we missing a trick. The public know us for our integrity and they trust us
with their donations. But what about our ethical stance in our daily and business
life. Many say they would like those in business and politicians to be seen to
follow something like our 4-Way test.
Can / should we be making more of this key part of who we are?

Public Relations - Education
Ensuring that we can all;
•Tell our Rotary Story
•Understand the Brand
•Eliminate our Myths and
Legends
•Build on our history,
culture and experiences
The MPRC Committee has a role in making sure that Rotarians and their Clubs
have the right tools to make the most of opportunities.

Public Relations - Sales
Ensuring that those of
us that wish sell
Rotary;
•Can sell the sizzle
•Have the tools to
inform and educate
•Are able to close the
deal
Some of the tools are about self confidence and the ability to tell our own Rotary
Story in an engaging and inspirational way

Public Relations - Relationships
•Building long term, active,
relationships in our
communities
•Promoting diversity
•Developing Rotakids,
Interact and Rotaract
•Keeping in touch with
Alumni
In addition we need to make sure that we all have access to the right people in our
communities and that we keep in contact with all prospective Rotarians

Public Relations
Managing
Image and
Reputation
Branding
Publicity
Awareness
Education
Sales
Relationships
Managing our
Image and
Reputation

Communications
The way we communicate continues to change rapidly, but we must not forget that
face to face , telephone and hand written contact is still important

Communications
We must not become complacent, making sure that whatever channel of
communication we use that we check out that it is effective and appropriate.

Communications – Web Pages
This next set of slides takes a look at some of the many ways we can find out more about
Rotary locally and throughout the world. Lets start with the RI web site and “My Rotary”

Logging on to “My Rotary” gives access to your personal Rotary information and the
ability to say what you want to see, who you wish to communicate with etc

The RI site, as with many others, has plenty of newsworthy information readily laid out for
all to see and read

PEPS 28th February 2015Onto the Rotary in Great Britain and Ireland site [Rotary GBI not RIBI anymore]

You have the ability to log on to this site and access members only material pertaining to
Rotary in GB&I

As with the RI site there are news items to help you get a better understanding of what is
happening in the wider world of Rotary

The District 1190 site, uses the template system available within Rotary GB&I so
continues a similar look and feel

The District events page allows clubs to link their own events to it so that a wider
audience can be reached. But only if the event is on their own web site in the first place

On to Club Web Sites and some examples. Those using the template system have the
look and feel of the district site, members becoming familiar with it easily

Sites should be appealing and up to date ….. With information about forthcoming
meetings an events. Contrast this one with the last slide ….

Pictures should be used to good effect, and not “grip and grin”

Information should be adequate for the reader, consistent with other posts on the site
and include some pictures or graphics

If using photo’s of children or vulnerable adults make sure you have the appropriate
permissions

It’s better not to have a page if there is no real information on it.

PEPS 28th February 2015Compare this level of information on Our Rotary Foundation with the last slide

Web sites should …
•Be Informative
•Provide interest to prospective members
•Have high quality, active photos
•Include an up to date events diary
•Be current or un-dated
Don’t forget - it is your showcase to the world

Communications
As noted earlier the way we communicate is changing all the time and perhaps becoming
more complex

Communications – Social Media
Social Media Explained
•Facebook
•Twitter
•Instagram
•You Tube
•Linked In
•Pinterest
•Skype
•Google
•Blogger
Let’s take a look at a range communication tools that are generally known as Social
Media – the way many are talking to each other on a daily basis.

Social Media – Facebook
“I like Rotary projects”
Facebook – a place to talk about our great Rotary projects, how they impact our
communities and how we benefit personally. Public posts should be positive and help
tell the Rotary Story

Social Media – Twitter
“I’m doing a #rotary project”
Twitter – 140 characters that explain what you are doing right now and point people to
images, conversations or other posts via #[hash tags] and @[other people]

Social Media – Twitter
“I’m doing a #rotary project”
Twitter
As with any other media, make sure that posts are relevant , regular and up to date

Communications – Social Media
Social Media sites used by your Club should …
•Be informative
•Provide interest to prospective members
•Have high quality, active photos
•Be used regularly
•Include re-posts from sites you follow
•Allow your followers to repost – including photos
Don’t forget - it is yet another showcase to the world

Social Media – Instagram
“Here’s a photo of the project”
Good photographs tell a story themselves and hopefully invite the viewer to find out more
about what the image is about

Social Media - You Tube
“Watch a Video of our project”
Even better is a moving image of a good Rotary Story. Whilst these can be instant if they
are to form an archive on You Tube then better if they are top and tailed with information
and relevant credits

Social Media – Linked In
“My skills include Rotary projects”
We are trying to attract more working people to join us and Linked In is a key platform for
recruitment and discussion forums. We need to develop outruse of it.

Social Media – Pinterest
“Here’s the recipe for our project”
Not really sure we need a Rotary “Cork Board”

Social Media – Skype
“Call me about the project”
We do need to get
better at using online
communications
software such as
Skype and Citrix
GoTo meeting. This
is a key area for the
MPRC Committee to
investigate and offer
advice on

Social Media – Google
“Search for our Rotary project”
For most people the search engine of choice and we need to make sure that Rotary and
our clubs come top of those searches. We should also make more of the mapping tools

Social Media – Blogger
“I’m blogging about the project”
Writing about what we feel, telling the Rotary story, we can do this on Blogger platforms.
We can also use them for the basis of the E-Club weekly discussion forum

Social Media – The Rotary Showcase
“Tell the Rotary world about your project”
We can also share our
Rotary Projects directly
with the rest of the
Rotary World on the
Rotary Showcase. Here
is our own Rotary First
Response Global Grant
Project.

Marketing, PR & Communications
Marketing
Public
Relations
Communications
The next few slides give an overview of the work of the District MPRC Team in the
coming year

District MPRC 2015/16
Marketing
• Review 7 P’s
District
Team
• Support
events
• Review
Branding
Clubs
• Encourage
• Train
Marketing
•Review
•Branding
•Encourage
•Training

Getting to
grips with
the new RI
Brand and
Story will be
a key
element of
our work

MPRC 2015/16
Public
Relations
• Review
District
Team
• Identify
Champions
Clubs
• Encourage
& Guide
Public
Relations
•Review good
practice
•Develop Team
•Encourage
•Training

Working with
the rest of
the District
Team & Clubs
to maximise
the PR
impact of
everything
we do
THE
ROTAR
Y
EFFEC
T

MPRC 2015/16
Communications
• Review
District
Team
• Norwest
• Web
• Social
Media
Clubs
• Encourage
• Train
Communications
•Review good
practice
•Support
“Norwest”
•Develop Web &
Social Media
•Encourage
•Train

Training and
coaching to
improve our
communications

Marketing
Public
Relations
Communications

2015 16 Rotary M,PR&C Team Overview & Plans

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