PUBLIC IMAGE - Microsoft...WHAT IS “BRAND EXPERIENCE?” •Successful organizations don’t just...
Transcript of PUBLIC IMAGE - Microsoft...WHAT IS “BRAND EXPERIENCE?” •Successful organizations don’t just...
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PUBLIC IMAGE Putting Resources in YOUR
Hands
PDG Clint Schroeder
Spring 2020
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District 5080 Spring Training
OUTCOMES/OBJECTIVES
•Discuss importance of the Rotary Brand experience
•Analyze current state of brand adoption in our district
•Be introduced to new branding tools
•Embrace your role in Rotary Brand adoption
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https://youtu.be/dZqN81aB9p0
https://youtu.be/dZqN81aB9p0
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WHAT IS BRAND?
“Brand is a guide or a lens for the way you think, the way you act, and the way
you communicate, brought to life, at every point of interaction with your audiences, both internal and external”.
Hayley Berlent, siegel + gale strategist
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District 5080 Spring Training
ELEMENTS OF OUR ROTARY BRAND
• Essence
• Values
• Voice
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District 5080 Spring Training
WHAT IS “BRAND EXPERIENCE?”
•Successful organizations don’t just have a brand identity --they create a total brandexperience
•Emotional connection(attraction, trust, loyalty)
•FEEL the brand
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District 5080 Spring Training
ROTARY’S CURRENT “BRAND EXPERIENCE?”
Are we delivering on promise of our intendedBrand Experience?
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District 5080 Spring Training
WHERE ARE WE NOW?
Think...• Have YOUR assets
changed?• Websites?• Facebook Pages?• Instagram?• Printed Materials?• Banners?• Shirts?
Are there implications for not making the changes?
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District 5080 Spring Training
WHERE ARE WE NOW?
Why is ongoing investment in brand and public image important to any organization?
Can you name a corporate brand change that required an investment to be consistent?
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District 5080 Spring Training
Corporate Logo Histories:
Brand Consistency is
Key!
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District 5080 Spring Training
WHERE DO WE WANT TO BE?
Small Group Work
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District 5080 Spring Training
WHERE DO WE WANT TO BE?
• What does 100% Rotary Brand adoption mean for our District and Clubs?
• What needs to happen in our District and Clubs to finish the job of brand adoption?
• How will you inspire, motivate, incentivize Clubs to adopt the Rotary Brand?
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District 5080 Spring Training
PEOPLE OF ACTION
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District 5080 Spring Training
• Narrow gap between awareness & understanding
• Define ‘What is Rotary’ and our impact
• Localize ads for relevance
• Lay foundation for member attraction and engagement, contributions and partners in service
PEOPLE OF ACTION CAMPAIGN STRATEGY
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District 5080 Spring Training
PEOPLE OF ACTION ASSETS
• Videos
• Print Ads
• Outdoor ads
• Digital Ads
• Radio spot
• Brochure
• Campaign guidelines
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District 5080 Spring Training
PEOPLE OF ACTION CAMPAIGN
Build understanding:
First wave…Of Rotary; position us as People of Action
Second wave…Of the Club; experience and value of membership
Third wave…Around areas of focus
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District 5080 Spring Training
YOUR ROLE
Build a network
Spread the word
Gather and share
Familiarize yourself
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https://youtu.be/5kBe_adY4SU
https://youtu.be/5kBe_adY4SU
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District 5080 Spring Training
NEXT STEPS
• Empower additional Brand Ambassadors
• Build Skill-Based Teams
• Utilize Zone Website & Team
• Live and Enhance Rotary Brand!
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District 5080 Spring Training
THANK YOU!