This document provides guidance for reimagining conversations about Lions clubs to increase membership and community support. It outlines strategies for understanding target audiences, crafting key messages focused on community benefit rather than the organization, and using various media like social media, owned media, and earned media to effectively deliver those messages on budget and within a realistic timeline while measuring success. The goal is to position the district governor as the chief storyteller to promote the Lions brand and meet objectives of increasing membership by 5% within 12 months through strategic promotion and engagement.

1. Re-imagine the Lions conversation
Public relations – low cost PR for Districts

2. Scope

3. Why tell the Lions story
ongoing recruitment of new members
ongoing retention of current members
continuing community support
continuing community recognition

4. Community environment
time poor
clutter
competition
evolving volunteer models

6. brand and 0bjectives
review
audiences and messages
delivery
time and money
measure
DGs 6-point plan

7. Branding

8. what is your Lions brand?

9. District objectives
S m a r t

10. In the next 12 months I want to increase membership by 5%
Promotion-wise I will do this by….
getting premium media coverage for one key event
in my area
encouraging clubs to adopt or contribute
to Lions’ social media platforms
arranging Lions’ community service announcements
to air in one or more markets

11. what did we do last year
what worked
what didn’t
what will we keep
what do we stop
Cabinet review

12. who are they
where are they
what interests them
their knowledge of Lions
how can we engage in conversation

14. some-one using their networks
to help Lions
Key influencers

15. Who Aussies trust

17. not about us … about them
understandable
consistent
local
global themes
Lions’ messages

18. Present credibility
facts n’ figures
case studies
research and reports
comparisons and contrasts
our record of local service

19. DG as storyteller-in-chief

20. What are your messages
What is your story

21. owned mediaearned media
paid media
Delivery

23. benefits
risks
different environments
realistic expectations
Working with media

24. Be newsworthy something new
human interest
local benefit
trends (local and national)
the St factor (first, latest etc)
images and statistics

25. DG’s media tools
media backgrounder
media releases
•personalities
•events
media alerts
one opinion piece

26. Own media

27. Social media
one to one conversations
DIY
free but intensive
brand journalism

33. DG social media policy
not all are online
type of information
control and privacy
frequency and commitment
criticism

34. Paid media

35. Reach

36. Budget

37. Timetable

38. measure
evaluate
change

39. review
brand and 0bjectives
audiences and messages
delivery
time and money
measure
6-point plan

40. cabinet review
align club calendars
district and national needs
set expectations (4/4/1)
Become the chief storyteller
DGs first 100 days

41. Contact
Tel: 0401 063 387
Email: bobcraw@webone.com.au
Twitter: @bobcraw