P U B L I C I M A G E S E M I N A R S E P T E M B E R 2 3,

Transcription

1 P U B L I C I M A G E S E M I N A R S E P T E M B E R 2 3,

2 RULES OF ENGAGEMENT Turn Cell Phone Ringer Off No Criticism of Ideas Everyone Participates One Person at a Time

3 Rotary' s Public Image is shaped by the actions of each of its members, as well as by its involvement in the community, its presence on the web and social media, and the publications it produces.

4 TODAY'S GOALS 1. To Unify and enhance the Public Image of Rotary and awareness of service and activities which will result in: Increased Membership Expanded Community Partnerships Enhanced Fundraising Opportunities of Club Projects

5 STRATEGIES: HOW ARE WE GOING TO GET THERE Volunteer Description for Public Image Chair and Committee Sample Marketing and Promotions Plan for Your Club Sample Marketing and Promotions Plan for Your Events Press Release Template Resources Exchange of Ideas

6 PUBLIC IMAGE CHAIR The role of the Public Image Committee is to develop and execute a plan to educate the public about Rotary and promote the club s service projects and activities. Key components of the plan are media relations, advertising and marketing, external relations, website and social media. Key Functions: 1. Recruit committee members 2. Set goals 3. Develop budget with President 4. Develop Public Image Plan for year for Club Publications and other print pieces, Banners Print, Radio, TV Social Media 5. Develop guidelines to promote Rotary Club through consistent branding at community events. 6. Ensure correct Rotary logo is used in print, website, social media, banners, etc. 7. Work with President on Club Annual Report 8. Attend Public Image sessions at fall and spring district conferences.

7 CLUB MARKETING & PROMOTIONS PLAN Plan Overview This plan was developed to advance both internal and external brand awareness. Shared Values Is it the TRUTH? Is it FAIR to all concerned? Does it promote GOOD WILL and BETTER FRIENDSHIP? Will it be BENEFICIAL to all concerned? Value Statement We are neighbors, community leaders, and global citizens uniting for the common good.

8 SWOT Analysis Target Markets Objectives and Key Performance Indicators of Public Image and Awareness Plan Build awareness of Rotary Maintain communication with interested parties including public, clubs and members through a variety of media sources Publicly position Rotary and its core values to attract new members Key Strategies and Initiatives Marketing Mix- Alongside effective positioning, the combination of community engagement, service and promotion are the principal factors that are most likely to influence membership and therefore are included in this plan. Key subject areas to promote include: Service Projects/Community Engagement Leadership Strategies Website Search Engine Optimization Set up Google Analytics to measure views and new users Analyze website for potential further improvements ROI (Return on Investment) Increase website traffic by 10%

9 SAMPLE: EVENT MARKETING & PROMOTIONS PLAN

10 ROTARY CLUB OF HILLIARD HARLEM WIZARDS BASKETBALL EXHIBITION MARKETING PLAN Summary of Event The Harlem Wizards Basketball Exhibition is slated for Thursday, March 2, 2017 at 7:00 p.m. at Hilliard Heritage Middle School, 5670 Scioto Darby Road. Tickets are $12 in advance and $15 at the door. 1,800 tickets are available. The fundraiser benefits all the high schools interact programs on a trip to Shared Values Family Oriented Sports/Sportsmanship Community Spirit Plan Overview This marketing plan was developed to sell 1,800 tickets to the Harlem Wizards Basketball Exhibition fundraiser and to bring awareness of the Rotary Club of Hilliard and interact clubs at all three high schools. SWOT Analysis Strengths Event engages a number of Rotarians from volunteers to participants Event engages all three interact clubs Weakness Lack of awareness of event inside and outside of Hilliard

11 Opportunities To be attractive to all age groups Competition from other events and activities Branding for Rotary Club of Hilliard Threats Extreme weather Behavior/Fights Target Markets (Demographics/Audience) The primary target market is the elementary age student/families followed by the youth in middle school to high school. Objectives and Key Performance Indicators of Marketing Plan Sell 1,800 tickets Increase membership to Rotary Club of Hilliard Increase membership to all three high school interact clubs Key Strategies and Initiatives Marketing Mix- Alongside effective positioning, the combination of unique event offering, price, convenience and promotion are the principal factors that are most likely to influence attendance and therefore are included in this marketing plan. Key subject areas to promote include: Athletic, Fun Event Celebrity Athletes Cause Marketing Hunger, Thirst, Literacy Organization Rotary Club of Hilliard and Interact

12 Strategies 1. Promotional Media Partners A. City of Hilliard ( Blasts, Community Calendar, social media) B. Hilliard City School District ( Blasts from each school and district e-news) C. Destination Hilliard (Monthly E-Newsletter, Web Based Community Calendar, Social Media Platforms) D. Ray Patch Family YMCA (E-Newsletter and Flatscreen announcements at YMCA) 2. Press Releases to Hilliard Northwest News and The Columbus Dispatch 3. Print A. Announce Event and tickets available B. Announce amount of funds raised along with synopsis of event C. The Columbus Dispatch Readers Rewards 2 family fun packs of 4 tickets Posters 75 color provided by Harlem Wizards Attachment A contains list of suggested places to hang posters throughout community Flyers distribute to distribute at schools and other events both logos (Rotary and Interact) should be on them. The Interact Youth designed last year. 4. TV a. Press Release to News desk b. Media Advisory to News desk c. Offer players to promote event live on morning shows (4,6 & 10)

13 5. Radio Players to call in on live radio stations Contests offer 2 family fun pack tickets of 4 (Sunny 95 since primary market is working mothers) 6. Website Listings TV Channels 4, 6 & 10 Ohio Event Finder Destination Hilliard Hilliard Area Chamber of Commerce Franklin County Events Next Door Hilliard 7. Digital Marketing Rotary Blasts School Blasts (Interact students are taking care of this) Rotary District Newsletter ed to sports groups in Hilliard

14 8. Social Media Real time and affordable Facebook Create Event and add regular postings on Rotary Facebook Page. In addition post in groups: Moms in the Know, Parents in the Know, Local Goods to Services, Hilliard Networking and Destination Hilliard. Ask city if they will post on their Facebook page Twitter Rotary does not have account however Destination Hilliard will support our efforts Pinterest Rotary does not have account however Destination Hilliard will support our efforts Instagram Rotary does not have account however Destination Hilliard will support our efforts You Tube Posts Harlem Wizards video on Destination Hilliard channel and/or create channel for Rotary Club of Hilliard Content Marketing Campaign to consist of Valentine Sales, Announcement of Event, Introduction of Players, Autograph Session, Introduction of locals playing again Harlem Wizards and souvenir availability. Photos for added interest 9. Booths - Rotary Club of Hilliard: Potential New Members: Lunch on Us Card Interact Booth: ROI, Return on Investment How will we measure success of marketing strategies and initiatives? Number of Tickets Sold Social Media and Media Impressions Increased Rotary and/or Interact memberships

15 PRESS RELEASE TEMPLATE Always place press release on letterhead even when ing Always provide immediate access to someone so reporter can interview they have tight deadlines Always include information about your club

16 FOR IMMEDIATE RELEASE February 2, 2017 Contact: Christy J. Clark, Hilliard, Ohio- The Harlem Wizards are coming to Hilliard Thursday, March 2nd at 7:00 p.m. at Hilliard Heritage Middle School, 5600 Scioto Darby Road. The Harlem Wizards will play the Super Cats, Hilliard City School staff and community leaders in this basketball exhibition. This event is hosted by The Rotary Club of Hilliard and all three high school Interact Clubs. Doors open at 6:00 p.m. with concessions, interactive booth expo and guest appearances. Proceeds of the event go directly to a free burns facility in a poverty stricken area in Zambales which Interact Students from all three high schools and adult chaperones will see being built when they are there this summer. Also, the students and chaperones will be helping clean the wall-area surrounding it. The Harlem Wizards have a unique mission: create awe-inspiring events throughout the country. At a Wizards game, fans will witness amazing basketball talent combined with hilarious comedy. Its two hours of family time where parents, grandparents, and kids can all laugh together. When you re in the stands, you re more than a spectator; you re part of the show with loads of audience participation. Throughout the game, fans will experience a magical display of tricks, coordinated ball handling, fancy passing and aerodynamic athleticism combined with high-energy comedy and audience interaction. The experience can only be summed up in two words: Awe-Inspiring! Tickets purchased before the event are $12 and available online at Tickets at the door are $15 however only 1000 tickets will be sold! Don t miss this Awe-Inspiring Event! Rotary Club of Hilliard meets on Thursdays at noon at Heritage Golf Club. Potential new members are welcome to attend club meetings which include lunch and speaker. For more information on Rotary Club of Hilliard, ###

17 RESOURCES 1. Rotary District 6690 Website Clubs Public Image 2. Rotary International Brand Center 3. Rotarian Magazine 4. Other Clubs and Members

18 EXCHANGE OF IDEAS Sponsorships Exhibits Club Projects Notable Speakers Visual Innovative/New Ideas

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21 2 KEY SUCCESS FACTORS Social Media Presence Website

22 Annual Report Clubs Required Include: Volunteer Hours Donations Photos Public Image Matching Grants Matching $250 Grant for: Rebranding Outreach/Awareness Deadline 9/30/2017 Public Image Awards Small, Medium & Large Clubs Categories: Marketing Plan, Print, Digital, Event Promotion FINAL THOUGHTS

23 District 6690 Public Image Chair Christy Clark