make your club shine (#rotaract15)
TRANSCRIPT
2015 Rotaract Preconvention, Sao Paulo, Brazil #rotaract15 #RACtalk
Make Your Club Shine a marketing guide for Rotaractors
Presented by: Yvonne Kwan, Rotarian, USA
Aisha Liburd, Rotaractor, British Virgin Islands Diego H. Bazzo Martins, Rotaractor, Brazil
Objectives: why are we here?• Understand how to develop a successful marketing plan • Reflect on current strengths and how to build on strengths in marketing Rotaract
• Learn how to prepare a marketing plan • Learn how to implement smart social media practices • Utilize social media to attract members • Understand your audience & how to cater to its needs • Become a master at “selling” Rotaract — in person
and online
Make Your Club Shine | 2015 Rotaract Preconvention
POP QUIZ! How well is your club doing
with marketing?
Make Your Club Shine | 2015 Rotaract Preconvention
QUESTION 1 How strong is your club’s
overall marketing strategy? a) We have no marketing strategy. (1 point)
b) We had a strategy but have lost track and seldom use it to focus our efforts in marketing our club. (2 points)
c) We have a strong, effective overall marketing strategy that is active to ensure we develop and use multiple marketing tools. (3 points)
Make Your Club Shine | 2015 Rotaract PreconventionAdapted from Prince Marketing, Canada
QUESTION 2 Do you have a striking logo that
clearly identifies your club? (This is outside of the general Rotaract logo.) a) We have no logo. (1 point)
b) We have a logo, but it’s cluttered, can be difficult to read, does not really brand our club… or it does communicate what we do, but is very dated. (2 points)
c) We have a very attractive, creative logo that clearly brands our club. (3 points)
Make Your Club Shine | 2015 Rotaract PreconventionAdapted from Prince Marketing, Canada
QUESTION 3 How comprehensive is your
club’s print effort? a) We have no print materials except business cards and
stationery. (1 point)
b) We have a brochure as well as our business cards and a letterhead, but we have been using them for years and some are out of date. (2 points)
c) We have various printed materials that are creative, informative, consistent in look, up-to-date, and reflect our club image. (3 points)
Make Your Club Shine | 2015 Rotaract PreconventionAdapted from Prince Marketing, Canada
QUESTION 4 How effectively is your club using
the internet to promote itself?a) We have no website. (1 point)
b) We have a website, but it’s just a page or two with little information… or it is very outdated. (2 points)
c) We have a current, attractive, branded website. It is easy to navigate, provides information, reasons to visit, and contact us. It is a site that visitors would refer to others. (3 points)
Make Your Club Shine | 2015 Rotaract PreconventionAdapted from Prince Marketing, Canada
QUESTION 5 How effective is the copy you use
in your advertising?a) We write in-house and, while not perfect, it seems
okay. (1 point)
b) We’ve used professionals to create our materials, but while well written, the various pieces all sound like they were done by different people. (2 points)
c) All our materials are written and/or edited by a designated marketing chair or committee. (3 points)
Make Your Club Shine | 2015 Rotaract PreconventionAdapted from Prince Marketing, Canada
QUESTION 6 Are you expanding your
marketing across various media?a) We haven’t really thought about it. (1 point)
b) We’ve studied some of the options but not all. Mostly we try something when someone suggests it or we’re contacted by a media person. (2 points)
c) We seek advice from experienced users and consider the options, then try what we believe will work best for us. We always evaluate the results. (3 points)
Make Your Club Shine | 2015 Rotaract PreconventionAdapted from Prince Marketing, Canada
HOW DID YOU DO?16-18 points: Outstanding marketing. Congratulations, you’re a marketing master! You have put much effort and thought into helping your club grow.
14-16 points: Good marketing. Your advertising/marketing is accomplishing some, but to be as effective as possible, there are areas that still have much room for improvement.
12-14 points: Fair marketing. There are a number of areas that require action to enable your company’s marketing tools to be far more effective.
Less than 12 points: Marketing emergency! Your club needs to begin a unified effort to create or improve its marketing at all levels. (But that’s okay; we’re here to help!)
Make Your Club Shine | 2015 Rotaract PreconventionAdapted from Prince Marketing, Canada
On marketing RotaractBut first…what is marketing? • Marketing is the way companies interact with consumers to
create relationships that are beneficial to both parties • Marketing is a tool that can be used for noble reasons; it’s
not all about the sale • Marketing is a way to be more convincing so that we can
persuade people to donate, sign a petition, volunteer, etc. • Marketing allows you to meet your audience where they are,
physically and mentally
Make Your Club Shine | 2015 Rotaract Preconvention
Developing a marketing planBe true to yourself and your audience!
• Perform an Assessment ✓Determine current audience ✓Evaluate current tools
• Set Goals and Strategy ✓Outline strategy and tactics
• Determine your Unique Value ✓Understand how your club/organisation is different from others ✓Find your brand’s sweet spot
Make Your Club Shine | 2015 Rotaract Preconvention
Developing a marketing planBe true to yourself and your audience!
• Craft Your Message ✓Understand “me” marketing vs. “you” marketing ✓Engage and inspire your audience
• Choose Your Tools ✓Determine online and offline tactics ✓Social media
• Define Budget, Timeline, and Resources ✓Assign responsibilities
• Track and Measure Results ✓Develop a timeline
Make Your Club Shine | 2015 Rotaract Preconvention
What is interesting is the power and the impact of social media... So we must try to
use social media in a good way. - Malala Yousafzai
Make Your Club Shine | 2015 Rotaract Preconvention
On social media:
What is social media? Websites and applications that enable users to create and share content or to participate in social networking
It gives us a way to convey ourselves to the public.
Make Your Club Shine | 2015 Rotaract Preconvention
Clear, simple profile picture
Appealing and clear photo
that showcases group
Repost of relevant content with additional comments
On social media: Do’s and Don’tsDO • Have a designated marketing/social media person/team
• Actively update content (~2-3 times per week) and maintain
• Share unique projects and fun moments from your club
• Accompany posts with pictures • Repost content that is relevant to your audience; add additional comments/blurbs to the repost
• Appeal to your audience; “How can we help you?”
• Tag appropriately
DON’T • Sync all social media to one source
• Share inappropriate activities • Post anything you wouldn’t want your parents to see
• Go overboard with reposting
Make Your Club Shine | 2015 Rotaract Preconvention
On social media: attracting members
On social media: attracting members
Social media can easily become one-sided
Show your audience what they can gain from your group
Make Your Club Shine | 2015 Rotaract Preconvention
How do we know what our audience is
looking for?
Make Your Club Shine | 2015 Rotaract Preconvention
University-based vs. Community-based
University-based • University students aged (on average) 18-22
• Looking for ways to grow social circle
• Building professional relationships for post-graduation job
• Looking to give back • Meeting new people • Having fun
Community-based • Students and young professionals in area aged 18-30
• Looking for ways to grow social circle
• Building professional network • Looking to give back • Meeting new people • Having fun
“I joined for the fellowship, but I stayed to make a change in the world.”
Make Your Club Shine | 2015 Rotaract Preconvention
“Sell me this pen.”
Make Your Club Shine | 2015 Rotaract Preconvention
YOUR TURN! Elevator Pitch Exercise
Make Your Club Shine | 2015 Rotaract Preconvention
Attracting members
• Elevator pitch; personality • Don’t overload with information • Flyers/posters/banners • Display unique service projects & moments of fun • Free food • Door greeters at meetings and events
“Would I want to join this club?”
Make Your Club Shine | 2015 Rotaract Preconvention
The Golden Rule: Have fun!
Make Your Club Shine | 2015 Rotaract Preconvention
Debrief. What did we learn?
Make Your Club Shine | 2015 Rotaract Preconvention
What have we learned?• Understood how to develop a successful marketing plan • Reflected on current strengths and how to build on strengths in marketing Rotaract
• Learned how to prepare a marketing plan • Learned how to implement smart social media practices • Found ways to utilize social media to attract members • Further understand your audience & how to cater to its needs
• Became a master at “selling” Rotaract — in person and online
Make Your Club Shine | 2015 Rotaract Preconvention
Questions? Contact us!
Yvonne Kwan [email protected]
@yvonnekwansays
Aisha Liburd [email protected]
Diego H. Bazzo Martins [email protected]
Make Your Club Shine | 2015 Rotaract Preconvention