CONVERSATIONS TO ACTIONS A presentation to District Assembly
9830 Philip Archer May 2014
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CONVERSATIONS TO ACTIONS | 2 Rotarytheres nothing else like it!
Its where conversations turn into actions.
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CONVERSATIONS TO ACTIONS | 3 Introduction of the New RI Brand
We 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.
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CONVERSATIONS TO ACTIONS | 4 Our vision & objective Our
vision... To be one across Australia To be united To collaborate
For 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.
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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.
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CONVERSATIONS TO ACTIONS | 6 How we are doing it...Rotary
Ambassadors Program
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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
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CONVERSATIONS TO ACTIONS | 8
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CONVERSATIONS TO ACTIONS | 9
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CONVERSATIONS TO ACTIONS | 10
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CONVERSATIONS TO ACTIONS | 11 How we are doing it...Zone
Website & Facebook Page promoting the great work of our Members
& Clubs
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CONVERSATIONS TO ACTIONS | 12 www.rotaryaustralia.org.au
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CONVERSATIONS TO ACTIONS | 13
www.facebook.com/rotarydownunder
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CONVERSATIONS TO ACTIONS | 14 How we are doing it...Membership
Brochure
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CONVERSATIONS TO ACTIONS | 15 Membership Brochurea clever,
simple story that unfolds, one that non-Rotarians get what we
do
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CONVERSATIONS TO ACTIONS | 16 How we are doing it...Partnering
with Rotary Down Under
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CONVERSATIONS TO ACTIONS | 17 Partnering with Rotary Down Under
Strong 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
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CONVERSATIONS TO ACTIONS | 18 How we are doing
it...Whole-of-Club Programs
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CONVERSATIONS TO ACTIONS | 19 Whole-of-Club Programs Social
Inclusion Week Rotary Birthday International Womens Day
Celebrations Rotarians & Friends @ Work
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CONVERSATIONS TO ACTIONS | 20 The Campaign to Date
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CONVERSATIONS TO ACTIONS | 21 The Campaign to Date Australian
Rotary Website Launched September 2013 Membership Brochure November
2013 (3 per every Rotary member given out) Pull-Up Banners November
2013 Social Media Platform/Facebook November 2013 Rotary
Ambassadors Program launched November 2013 First Flight of National
Radio Advertising November 2013 Rotary Down Under Front Page
December 2013 Second Flight of National Radio Advertising February
2014 Rotary Down Under Campaign Insert February 2014
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CONVERSATIONS TO ACTIONS | 22 The Campaign to Date
Whole-of-Club Programs: Rotarys Birthday FebruaryClub involvement
International Womens Day National Rotary Events-- $50,000
sponsorship from Officeworks & $12,000 from Transport Accident
Commission Rotarians & Friends at Work April Other
Opportunities: Rotary International Conference, Sydney, June Public
Awareness District Conferences, PETS, District Assemblies Member
Engagement
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CONVERSATIONS TO ACTIONS | 23 How we measure it
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CONVERSATIONS TO ACTIONS | 24 How we measure it Whos viewing
our ads? Tracked using software Meltwater Whos visiting our
website? Tracked through Google Analytics How 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.
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CONVERSATIONS TO ACTIONS | 25 Getting fit for
conversation...
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CONVERSATIONS TO ACTIONS | 26 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.
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CONVERSATIONS TO ACTIONS | 27
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CONVERSATIONS TO ACTIONS | 28 Public Image Campaign Strategy
Going Forward
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CONVERSATIONS TO ACTIONS | 29 Public Image Strategy Going
Forward The Australian Saturday 24 th May 2014
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CONVERSATIONS TO ACTIONS | 30 Public Image Strategy Going
Forward P.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
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CONVERSATIONS TO ACTIONS | 31 P: Paid Media We 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)
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CONVERSATIONS TO ACTIONS | 32 O: Owned Marketing Real Estate
Rotary has always owned great marketing PR real estatewe just
havent promoted it enough! Our members and clubs are
inspirationalwe 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
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CONVERSATIONS TO ACTIONS | 33 E: Earned Promotion &
Advertising Achievement of: Free community service announcements
(radio) Free media publicity Sponsorship dollars from corporates
and government supporting our activities
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CONVERSATIONS TO ACTIONS | 34 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.
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CONVERSATIONS TO ACTIONS | 35 M: Measured Momentum Over 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 Rotarys work in the Zone.
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CONVERSATIONS TO ACTIONS | 36 RI Convention, Sydney,
Marketing
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CONVERSATIONS TO ACTIONS | 37 Banner Advertising Olympic Park
Stadium
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CONVERSATIONS TO ACTIONS | 38 Banner Advertising Sydney Harbour
Foreshore Authority
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CONVERSATIONS TO ACTIONS | 39 Banner Advertising City of
Sydney
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CONVERSATIONS TO ACTIONS | 40 Banner Advertising Sydney
Airport
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CONVERSATIONS TO ACTIONS | 41 Billboard Graphics
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CONVERSATIONS TO ACTIONS | 42 Magazine Advertising
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CONVERSATIONS TO ACTIONS | 43 Retail Precinct Decals Business
Events in Sydney will be asking their Retail Members to display
these Convention Decals in their businesses
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CONVERSATIONS TO ACTIONS | 44 Television Advertising Features
our Ambassadors Dr Jonathon Welch AO, and Bev Brock
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CONVERSATIONS TO ACTIONS | 45 Newspaper Promotion Its 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 supplement will 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
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CONVERSATIONS TO ACTIONS | 46 Share Your Conversation... Whats
your Rotary conversation?
