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Six steps to promoting one of Australia's largest, most successful and enduring not for profit organisations: the Lions Clubs of Australia. Ideas shared with the incoming national leadership team.
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Re-imagine the Lions conversation
Public relations – low cost PR for Districts
Scope
Why tell the Lions story
ongoing recruitment of new members ongoing retention of current members continuing community support continuing community recognition
Community environment
time poor
clutter
competition
evolving volunteer models
brand and 0bjectives review audiences and messages delivery time and money measure
DGs 6-point plan
Branding
what is your Lions brand?
District objectives
S m a r t
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
what did we do last year
what worked
what didn’t
what will we keep
what do we stop
Cabinet review
who are they where are they what interests them their knowledge of Lions how can we engage in conversation
some-one using their networks
to help Lions
Key influencers
Who Aussies trust
not about us … about them understandable consistent local global themes
Lions’ messages
Present credibility
facts n’ figures
case studies
research and reports
comparisons and contrasts
our record of local service
DG as storyteller-in-chief
What are your messages
What is your story
owned media earned media
paid media
Delivery
benefits risks different environments realistic expectations
Working with media
Be newsworthy
something new human interest local benefit trends (local and national) the St factor (first, latest etc) images and statistics
DG’s media tools
media backgrounder media releases
•personalities •events
media alerts one opinion piece
Own media
Social media
one to one conversations DIY free but intensive brand journalism
DG social media policy not all are online
type of information control and privacy frequency and commitment criticism
Paid media
Reach
Budget
Timetable
measure evaluate change
review brand and 0bjectives audiences and messages delivery time and money measure
6-point plan
cabinet review
align club calendars
district and national needs
set expectations (4/4/1)
Become the chief storyteller
share the effort
DGs first 100 days
