CONVERSATIONS TO ACTIONSA presentation to District Assembly 9830Philip ArcherMay 2014

CONVERSATIONS TO ACTIONS | 2

Rotary…there’s nothing else like it!It’s where conversations turn into actions.

CONVERSATIONS TO ACTIONS | 3

Introduction of the New RI BrandWe have been fortunate with the timing of the RI brand changes...we were able to launch a nationwide PR campaign to coincide with the request to everyone to refresh their brand image on all Rotary assets.

CONVERSATIONS TO ACTIONS | 4

Our vision & objectiveOur vision... To be one across Australia To be united To collaborateFor the first time we are sending one message

across Australia!Our objective...• Not just to attract a new, younger and diverse

range of people to Rotary, but to attract the right people.

• Enhance brand recognition, understanding and trust.

CONVERSATIONS TO ACTIONS | 5

What has been achieved…

A game-changing PR campaign developed in line with the

Zone Membership Development Plan

is up and going.

CONVERSATIONS TO ACTIONS | 6

How we are doing it...Rotary Ambassadors Program

CONVERSATIONS TO ACTIONS | 7

How we are doing it...We have identified some amazing ambassadors who are promoting Rotary, membership and our activities: Dr Jonathon Welch Bev Brock Peter Jones Rob Pennicott Nathan Ashdown Michael McQueen

CONVERSATIONS TO ACTIONS | 8

CONVERSATIONS TO ACTIONS | 9

CONVERSATIONS TO ACTIONS | 1 0

CONVERSATIONS TO ACTIONS | 1 1

How we are doing it...Zone Website & Facebook Pagepromoting the great work of our Members & Clubs

CONVERSATIONS TO ACTIONS | 1 2

www.rotaryaustralia.org.au

CONVERSATIONS TO ACTIONS | 1 3

www.facebook.com/rotarydownunder

CONVERSATIONS TO ACTIONS | 1 4

How we are doing it...Membership Brochure

CONVERSATIONS TO ACTIONS | 1 5

Membership Brochure—a clever, simple story that unfolds, one that non-Rotarians get what we do

CONVERSATIONS TO ACTIONS | 1 6

How we are doing it...Partnering with Rotary Down Under

CONVERSATIONS TO ACTIONS | 1 7

Partnering with Rotary Down UnderStrong partnership with RDU that allows us to promote the campaign internally:

The December issue had an article covering the Conversations to Action campaign featured on the front cover; the February issue which has just been released, details the Zone Membership Development Plan via an insert flyer – this is great communication of our major campaign for all members..

Elissa Nolan from RDU tracks and promotes stories daily through social media, particularly Zone Facebook: over 7,000 visits to the new website launched 24 September, 87% being new visitors to Rotary

CONVERSATIONS TO ACTIONS | 1 8

How we are doing it...Whole-of-Club Programs

CONVERSATIONS TO ACTIONS | 1 9

Whole-of-Club Programs

Social Inclusion Week Rotary Birthday International Women’s Day

Celebrations Rotarians & Friends @ Work

CONVERSATIONS TO ACTIONS | 2 0

The Campaign to Date

CONVERSATIONS TO ACTIONS | 2 1

The Campaign to DateAustralian Rotary Website Launched September 2013Membership Brochure November 2013 (3 per every Rotary member given out)Pull-Up Banners November 2013Social Media Platform/Facebook November 2013Rotary Ambassadors’ Program launched November 2013First Flight of National Radio Advertising November 2013Rotary Down Under Front Page December 2013Second Flight of National Radio Advertising February 2014Rotary Down Under Campaign Insert February 2014

CONVERSATIONS TO ACTIONS | 2 2

The Campaign to DateWhole-of-Club Programs:

Rotary’s Birthday February—Club involvementInternational Women’s Day National Rotary

Events--$50,000 sponsorship from Officeworks & $12,000 from Transport Accident Commission

Rotarians & Friends at Work – AprilOther Opportunities:

Rotary International Conference, Sydney, June–Public Awareness

District Conferences, PETS, District Assemblies—Member Engagement

CONVERSATIONS TO ACTIONS | 2 3

How we measure it

CONVERSATIONS TO ACTIONS | 2 4

How we measure itWho’s viewing our ads?

Tracked using software ‘Meltwater’ Who’s visiting our website?

Tracked through Google AnalyticsHow many free ads have we received (Community Service Ads and filler ads)?

Reported by Mitchell Media

District Governors receive simple to read dashboard format reports on results.

CONVERSATIONS TO ACTIONS | 2 5

Getting fit for conversation...

CONVERSATIONS TO ACTIONS | 2 6

Getting fit for conversation...We are now working to make sure our Members and Clubs are encouraged to:

Embrace the Zone Membership Development Plan Undertake a Club Visioning exercise Share their stories through our Zone Facebook page so that

we can promote their wonderful work Know how to use the marketing collateral Promote Rotary PR real estate Be actively involved in Whole-of-Club programs Work together to engage Rotary and change lives Focus on what we are doing well and not on the past Get ready to welcome like-minded people.

CONVERSATIONS TO ACTIONS | 2 7

CONVERSATIONS TO ACTIONS | 2 8

Public Image Campaign Strategy Going Forward

CONVERSATIONS TO ACTIONS | 2 9

Public Image Strategy Going Forward

The Australian Saturday 24th May 2014

CONVERSATIONS TO ACTIONS | 3 0

Public Image Strategy Going ForwardP.O.E.M.The strategy for the Public Image campaign, “Conversations to Actions”, is best summed up as follows:

P: Paid Media

O: Owned Marketing Real Estate

E: Earned Promotion & Advertising

M: Measured Momentum

CONVERSATIONS TO ACTIONS | 3 1

P: Paid MediaWe have paid for: A new Australian Zone website: $12,000 A social media platform: $30,000 will be spent

this year Marketing collateral including the Rotary

Ambassadors’ campaign, banner ads (can be downloaded from the Australian Rotary website) and social media images, radio advertisements

Pull-up banners for all Districts ($30,000) Membership PR marketing flyer ($12,000) Three flights of national radio ads ($350,000)

CONVERSATIONS TO ACTIONS | 3 2

O: Owned Marketing Real EstateRotary has always owned great marketing PR real estate—we just haven’t promoted it enough!Our members and clubs are inspirational—we need to capture and share these stories through our social media and media contacts.Examples of Rotary “Owned” Marketing Real Estate: Polio Plus Rotary Youth Leadership Awards Youth Exchange Interplast & ROMAC Shelter Box & Disaster Aid Ambassadorial Scholars & Peace Fellows Group Study Exchange Street Swags and numerous other local Club initiatives and programs

CONVERSATIONS TO ACTIONS | 3 3

E: Earned Promotion & AdvertisingAchievement of: Free community service announcements (radio) Free media publicity Sponsorship dollars from corporates and

government supporting our activities

CONVERSATIONS TO ACTIONS | 3 4

E: Earned Promotion & Advertising Contd...What we have Earned so far: A minimum of one free radio advertisement per paid

advertisement Hundreds of Community Service Announcements from radio

stations that have come to our support In Perth (Western Australia) we have been given 248 X 30

second radio ads at no cost – we have paid for 48 X 30 second radio ads

Our social media investment has resulted in reaching 617,000 plus on Twitter; over one million impressions/circulation numbers through our Australian Rotary website; over 20,000 pages viewed on the website; 2,300 views of Rotary Clubs around the country; 1,060 plus views of our “Contact Us” page

From September to December, our Facebook followers grew from 1,263 to 1,347 and 50% of our Facebook followers are women.

CONVERSATIONS TO ACTIONS | 3 5

M: Measured MomentumOver coming months, the more we collectively work towards P.O.E. (Paid, Owned, Earned), the more we will achieve in M – measured momentum.

This will give us a great platform to achieve the Zone Membership Development Plan and create awareness of Rotary’s work in the Zone.

CONVERSATIONS TO ACTIONS | 3 6

RI Convention, Sydney, Marketing

CONVERSATIONS TO ACTIONS | 3 7

Banner Advertising – Olympic Park Stadium

CONVERSATIONS TO ACTIONS | 3 8

Banner Advertising – Sydney Harbour Foreshore Authority

CONVERSATIONS TO ACTIONS | 3 9

Banner Advertising – City of Sydney

CONVERSATIONS TO ACTIONS | 4 0

Banner Advertising – Sydney Airport

CONVERSATIONS TO ACTIONS | 4 1

Billboard Graphics

CONVERSATIONS TO ACTIONS | 4 2

Magazine Advertising

CONVERSATIONS TO ACTIONS | 4 3

Retail Precinct Decals

Business Events in Sydney will be asking their Retail Members

to display these Convention Decals in their businesses

CONVERSATIONS TO ACTIONS | 4 4

Television Advertising

Features our Ambassadors Dr Jonathon Welch AO,

and Bev Brock

CONVERSATIONS TO ACTIONS | 4 5

Newspaper Promotion

It’s envisaged the supplement will include a message front he RI President, Ron Burton, The Prime Minister of Australia Tony Abbott and the Premier of NSW Mike Baird and Governor General and from the industrialist, Lindsay Fox. Additionally the supplementwill feature, the Rotary Foundation, the great work of Rotary and the 6 areas of interest, focus on diversity and the current push to eradicate Polio.

An 8 page supplement paid for by corporates

CONVERSATIONS TO ACTIONS | 4 6

Share Your Conversation...

What’s your Rotary conversation?

CONVERSATIONS TO ACTIONS | 4 7