Rotary Leadership Academy2020-21

Together, we see a world where people unite and take actionto create lasting change across the globe,

in our communities, and in ourselves.

Becoming a Rotary “Brand Champion!”

Instructor:Bret McKeand

Peoria North Rotary ClubDistrict 5495 Governor-Elect (2021-22)

scibret@aol.com u (602) 478-2835

Becoming a Rotary “Brand Champion!”

Course Objectives:

The objective of this course is to help Rotarians understand the importance of promoting Rotary as a worldwide organization of “People of Action,” committed to uniting to take action to create

lasting change across the globe, in our communities and in ourselves.

Upon completion of this course, you should:

* Have a better understanding of how to find and use Public Image/Branding courses available to Rotarians,

clubs and leaders in the Rotary Learning Center at rotary.org.

* Have a better understanding of branding and public image guidelines and requirements as officially adopted, required and

expected by Rotary International and The Rotary Foundation.

* Be able to promote Rotarians as “People of Action” and how to uses the Brand Center to create and implement a “People of Action” campaign in your community.

* Understand how to use the Brand Center at Rotary.org to create club logos, brochures, print/broadcast/social media ad-vertisements and promotional materials, as well as how to use the Brand Center to assist with public events and membership

materials.

Part I

Our Image MattersFor more than 100 years, Rotary has united leaders who are committed to using their expertise to take ac-

tion and improve their communities. Awareness of Rotary is high. But public understanding of who we are, what we do, and the value we

bring to communities is low. It’s important that we tell our story in ways that help people everywhere under-stand what Rotary does, how we’re different, and why our work matters. Without this understanding, we can’t reach our full potential and bring more people together and improve even more communities worldwide.

No other organization is quite like Rotary. By using our unique voice consistently in all our messaging, we can ensure that our communications reflect our distinct character. If we speak, write, and design in one voice, our communications will sound, read, and look unmistakably like Rotary. This will give our audiences a better understanding of who we are.

Together, we can show the world that we’re people of action!

Rotary As A BrandA brand is more than a logo. Rotary’s brand is much bigger than its wheel. It’s a perception: it’s how others

think about us, not just how we see ourselves. When we talk about the Rotary brand, we’re talking about the basic qualities and goals that unite all

Rotary clubs and districts — it’s what we offer people who partner with us, join a club, or participate in our programs and projects.

Our brand reflects our identity, our vision, and our essence, as well as our values. It represents our unique culture and our approach to creating lasting, positive change. People’s perception of Rotary comes from their experiences with our clubs and programs, along with the stories we tell and the images we share.

Compelling, consistent brand communications — together with a great experience — can strengthen our brand and help us engage and attract more members, donors, and partners.

Please visit the Brand Center at www.rotary.org for additional resources on Rotary Brand expectations, logos, templates, advertisements, videos and much more!

Assignment #1Visit rotary.org and sign into My Rotary. Visit the Learning Center and enroll in the following courses:

* Building Rotary’s Public Image (15 minutes)

* Club Public Image Committee Basics (1 hour, 45 minutes)

* Our Logo: Representing Rotary (15 minutes)

Upon completion of each course, you’ll be asked to download a certificate. Please share a PDF of that certifi-cate with the instructor (scibret@aol.com).

Part II

What is the Brand Center?The Brand Center offers a simple way to customize your club logo, create a marketing brochure, or give

your newsletter a fresh look. It can help make your story powerfully effective! It contains answers to fre-quently asked questions and offers a wide variety of other resources and information.

Five reasons you should use the Brand Center:1. You can create your club and district logo.2. You can develop professional-looking PowerPoint presentations, advertisements, press releases and more.

Templates can be customized.3. You can find answers to frequently asked questions guidelines, fonts, etc.4. You can upload and store the materials and logos for future use by creating a basket. You can use the Quick

Share function to email your basket and share your new materials with members.5. You can download public service announcements, videos, and images to tell Rotary’s story.

Assignment #2Go to rotary.org , log into My Rotary and visit the Brand Center. Review the different tabs, materials and re-

sources available pertaining to Rotary’s Public Image and promotional materials.Under the “Our Image Matters” tab, be sure to review and download:

* “Identity at a Glance”* “Voice and Visual Identity Guidelines.

* Messaging Guide”

Assignment: Review Rotary’s Messaging Guide. On Page 15, there are four questions that encourage you to evaluate your own club’s efforts to promote Rotary. If you have a club brochure, evaluate it based on these four questions. If you don’t have a brochure, use these four questions to evaluate your club’s website or Facebook page. Send me a brief synopsis of what you’ve discovered in your club evaluation.

Assignment #3Review the material found under the Logo, Materials and Ads tabs in the Brand Center and complete the fol-

lowing assignments using the templates by following the instructions on how to create/personalize the material for your own club:

1. Create a logo for your club using the logo template option under the Logos tab.2. Review the promotional products available under the “Materials” tab, and then create your own business

card found in the Club Resources.Be sure to download each as a PDF (rather than as a jpeg).

Send a PDF of completed items to the instructor.

Part III

People of ActionWe are “People of Action.”

People of Action helps define Rotary for those who don’t know us. We’re professional, community, and civic leaders who connect with each other and who share a unique perspective and passion for

taking action to improve the world.Describing and showing ourselves as people of action creates a personal connection to the organization and

emphasizes the impact Rotary makes in our community.Below are some examples of how you might use People of Action messaging to describe Rotary. • Rotary is committed to making the world a better place.• We bring together people of action from all continents and cultures who deliver long-term solutions to theworld’s most persistent issues.• Rotary helps us become better leaders, individuals, and humanitarians.• We’re an organization founded on people, relationships, and taking action.• We use our professional backgrounds, diverse perspectives, and global connections to change the world forthe better.• Through service, we make lifelong friendships that transcend political, cultural, and generational boundariesand foster global understanding and respect.By presenting Rotarians as people of action, we bring Rotary’s vision to life in a relevant and tangible way.

When we speak with the same voice, we raise awareness and understanding of Rotary.Rotary members are the messengers of this campaign. As ambassadors of our brand, clubs are empowered to

share the simple but captivating message that Rotary members are taking action to create positive change.

Assignment #4In the Brand Center, visit the “Guidelines” tab and download and review the following documents:

* People of Action Style Guide* People of Action Campaign Guidelines

* People of Action Examples

Visit the Ads tab and follow instructions to make at least one People of Action print ad or Facebook ad using a photo from your club activity. The activity can be related to any one of Rotary’s Area of Focus or other options in the template.

Using the online template process, download ompleted items either as a jpeg or PDF and submit to the instructor.

Note: Please feel free to contact me if you have any questions or need guidance on working through either of these

Additional ResourcesRotary Brand Center: https://brandcenter.rotary.org/en-GB

District 5495 Public Image Center: https://rotary5495.org/page/2018-08-01-public-image-home

Rotary Zone 26/27: https://zone2627.org/

Rotary Zone 26/27 Public Image Resources: https://zone2627.org/public-image

Rotary Zone 26/27 Public Image Coordinator Team: https://zone2627.org/big-west-public-image-coordinator-team/