Rotary Campaign

8/13/2019 Rotary Campaign

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ISWHOWE ARE

MARTIN ROTARY CLUBMEMBERSHIP CAMPAIGN


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TABLE OF CONTENTSROTARY MEMBERSHIP CAMPAIGN

CAMPAIGN PLAN SITUATION ANALYSIS

TARGET AUDIENCE PROFILE

OBJECTIVES

FEATURES & BENEFITS

POSITIONING STATEMENT

KEY CONSUMER BENEFIT

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4

6

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7

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CREATIVE STRATEGY TONE & EXECUTION

SUPPORT STATEMENT SLOGAN & TAGLINE

MEDIA MIX

MECHANICALS

88

89

9

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SITUATION ANALYSISROTARY MEMBERSHIP CAMPAIGN

The Rotary Club of Martin, district 6760/club 3823, was established in1928. It is an offset of Rotary International. The Rotary International isa service organization bringing in leaders, neighbors, and communitiestogether for the common good. Rotary pulls together local communitiesto tackle pressing issues within the community and also works onnational and international levels to assist with challenges and social

issues. The Martin Rotary Club sponsors the UT Martin Rotaract Club aswell as the Martin Westview High School Interact Club.

The Martin Rotary Club hosts the Soybean Golf Tournament eachyear during the Soybean Festival and a Ham Breakfast on the secondweekend of December. Both are large fundraisers for the club.

Martin Rotary Club helped build two pavilions at the City of MartinRegional Sports Complex and have installed several water fountainsat several parks around Martin. They also donate approximately$15,000 every year to our local community and give out several Rotaryscholarships. Theyve hosted or been apart of many fundraisers andprojects like sing-a-likes, mulch days, we care workdays, adopt-a-

spot days, and more. They have also attended Rotary InternationalConventions.

The motto for Martin Rotary is Service Above Self. The weeklymeetings are Thursdays at noon in the Boiling University Center at UTM.

The main purpose of the Rotary International is to have a place whereprofessionals with diverse backgrounds could exchange ideas and formmeaningful, lifelong friendships. The members gain the opportunityto serve their community, get access to professional networking, gainpersonal growth and development, friendships, cultural diversity, goodcitizenship, a world understanding, and entertainment.

They are looking for new members. It will be a local campaign in orderto draw attention to the club and raise awareness of the Rotary club.Rotary members are those of good character with excellent business orprofessional reputations, those who live or work in or near the clubslocation, and those who are willing to give resources and service to theclub and help raise money to make a difference in the community andthe world. In order to join Rotary, a member of the community must be

CAMPAIGN

PLAN invited to apply by their local chapter. Once invited, he or she may apply.

The local chapter will then review the application three times. The rsttime, the application is gone over during a regular Rotary meeting. Thesecond time, the applicant will meet with the board in order to learnmore about Rotary and what all is entailed in being a Rotarian. Thethird time the application is reviewed, the new member is inducted intoRotary.

The competition of Rotary within Martin includes: Kiwanis Club, LionsClub, Pilot Club, and the Civitan Club. Each organization participates intheir own activities. They are big advocates in helping the community aswell. Their use of social media is present as well so Rotary has to be sureto excel in this particular area to help stand out. When it comes to ourcompetitors we want to remind them that their work is appreciated, butRotary has been doing it longer!


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CAMPAIGNPLAN

DEMOGRAPHICSThe Rotary Club of Martin is looking to gain new members in the agegroup of 30s to 40s. Along with that, they want the members to beyoung professionals and community leaders looking to network and giveback to their community through service projects. The members need tobe local Martin residents. (Interview with Rotary members)

According to the US Census, the population for Martin, TN in 2010 wasstated to be 11,473. Of this population, 3,608 are enrolled in collegeor graduate school. 243 have obtained an associates degree. 867 haveobtained a bachelors degree. 625 have a graduate or professionaldegree. 1,259 have attended some college but no degree. About 26.9%of the population have a bachelors degree or higher. In the totalpopulation, 1,457 are between the ages of 30 and 44. Of that 1,457, 703are males and 754 are females.

They are looking for more members to mirror their community. Theywant more members while using their current recourses like theirwebsite and Facebook page. (Interview with Rotary members)

PSYCHOGRAPHICSAccording to PRIZM, Martin has a large Rustic Living or the CityStrivers social group. Rotary is looking for young professionals,professionals who are business owners, community leaders, or thosewith college degrees and reputable jobs. (Interview with Rotarymembers.) In the City Strivers group from PRIZM, This segment scoreshigh for going to movies, roller skating, playing volleyball, dancing, andbuying family-friendly toys. City Strivers members can be found readinggaming and baby magazines, listening to rock and Hispanic radio, andwatching reality TV shows. They have a median income of $41,556.Rotary is looking for more service-minded people who can activelyparticipate in the Rotary Club of Martin. They are looking for youngprofessionals, professionals who are business owners, community leadersand according to PRIZIM: Martin has an age group that could potentiallyprovide a nice range of young professionals interested in serving theircommunity.

TARGET AUDIENCE PROFILEROTARY MEMBERSHIP CAMPAIGN

GEOGRAPHICAccording to the US Census of 2010, there are 4,572 housing units inMartin, TN. Of those units, 4,293 are occupied. When it comes to Martin,TN most residents come in contact with UT Martins campus at somepoint. They go to local restaurants, the movie theater and local stores.Assuming the residents have a form of cable, they will be watchingtelevision and accessing the Internet on a regular basis.

BEHAVIORISTICSMany of the residents have children. Many will attend school functions.According to PRIZM, those in the City Strivers group are new houseshoppers, bank through mobile devices, have universal insurance, likerap music, and watch Family Guy. They like going to movies, roller-skating, reading magazines, rock music, and reality TV shows and MTV.


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To increase new membership by 5 within the Martin Rotary Clubto include local reputable professionals, community leaders, andbusiness owners between the ages of 30 and 40 over one year.

To increase awareness of the Martin Rotary Clubs goals and serviceprojects by 10% among local professionals between the ages of 30

and 40 over one year.

To increase awareness in the local community about the MartinRotary Club fundraisers by 10% over one year.

OBJECTIVESROTARY MEMBERSHIP CAMPAIGN

FEATURES & BENEFITSROTARY MEMBERSHIP CAMPAIGN

Features:

Community Service Business Networking

Local Family

Features:

Contacts

Globally and Nationally recognized service organization

Support System

Chance to Give Back

Opportunity to Get to Know Community Better

POSITIONING STATEMENTROTARY MEMBERSHIP CAMPAIGN

The Martin Rotary Club is a service organization that offers its membersthe opportunity to serve, a professional networking system, personalgrowth and development, friendship, and support through their localcommunity.

KEY CONSUMER BENEFITROTARY MEMBERSHIP CAMPAIGN

Big Idea:Serve your community as you give back through communityservice, create contacts, and gain a support system from within yourcommunity.

Multiple Selling Position:Alternate focusing on contacts, communityservice, and support system.

CAMPAIGNPLAN


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REATIVESTRATEGY

CREATIVE STRATEGYROTARY MEMBERSHIP CAMPAIGN

The purpose of the Martin Rotary Club is to promote community serviceand promote professional networks within the young professionalsof Martin between the ages of 30 and 40. The campaign will strive topromote local services projects hosted by the Martin Rotary Club. It willalso promote Helping Hands, a new hands on service project the RotaryClub is working on. The campaign will promote how the Rotary is a

professional network that helps better the local community and providesand strengthens friendships within the community.

We will be using a variety of media to achieve this. Within mediarelations we will be providing press releases for The Soybean FestivalGolf Tournament and the Ham Breakfast. Under public relations we willbe including a remodeled website, an information brochure, a postcardfor potential members, and a Facebook package to boost page interest.Within traditional advertising, we will be using radio advertising andnewspaper advertising to reach a larger audience.

TONE & EXECUTIONROTARY MEMBERSHIP CAMPAIGN

The tone of this campaign will be educational, informational,professional, but still with an air of entertainment. Designs will bemodern in order to appeal to the young professional audience. We willbe using an informative writing style in order to inform the audience ofwhat Rotary can offer them and what they can offer Rotary.

SUPPORT STATEMENTROTARY MEMBERSHIP CAMPAIGNThe Martin Rotary Club is focused on providing a close-knit professionalnetwork of like-minded men and women, who are service minded,driven, and interested in building a local family within the localcommunity of Martin.

SLOGAN & TAGLINEROTARY MEMBERSHIP CAMPAIGN

Rotary International slogan: Service Above Self

Martin Rotary Membership Campaign tagline: This is who we are

MEDIA MIXROTARY MEMBERSHIP CAMPAIGNThe media that will be used in this campaign are as follows:

Media Relations:

Ham Breakfast news release

Soybean Festival Golf Tournament news release

Public Relations:

Redesigned website Informational brochure

Informational postcard

Sample Facebook posts

Facebook cover photos

Traditional Advertising:

Martin Rotary radio PSA

Helping Hands radio PSA

Ham Breakfast newspaper ad

Soybean Festival Golf Tournament newspaper ad


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REATIVESTRATEGY

GOLF TOURNAMENTNEWS RELEASE

For Immediate Release

August ??, 2014

NEWS RELEASE

MARTIN ROTARY CLUB HOSTS ANNUAL GOLF TOURNAMENT

MARTIN, Tenn.Thursday, September 4 the Martin Rotary Club will be

hosting its annual Soybean Festival golf tournament. Events will take

place for most of the day.

All adults are welcome to register. Registration forms are available

at select Martin businesses and fees are $75 per person. The tournament

is a four person scramble.

The rst place team will win their registration fee back. Second

place team wins $50 per person and the third place team wins $25 per

person. Golf prizes such as a driver club and putter are also available to

golfers.

All proceeds from the golf tournament will benet local charities

and scholarship funds for Westview High School graduates.

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Contact: [Contact Name]

Phone:[Phone number]

Fax: [Fax number]

MECHANICALSROTARY MEMBERSHIP CAMPAIGN

Soybean Festival Golf Tournament news release

Ham Breakfast news release

Informational brochure

Informational postcard

Sample Facebook posts

Facebook cover photos

Martin Rotary radio PSA

Helping Hands radio PSA

Soybean Festival Golf Tournament newspaper ad

Ham Breakfast newspaper ad

Redesigned website mock-up

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p.21

p.22

p.24

p.25

p.27


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REATIVESTRATEGY

HAM BREAKFASTNEWS RELEASE

For Immediate Release

November ??, 2014

NEWS RELEASE

MARTIN ROTARY CLUB TO HOST HAM BREAKFAST EVENT

MARTIN, Tenn.Saturday, December 13 the Martin Rotary Club will host

its annual ham breakfast at Martin Elementary school. The event will be

the same day as Santas Village at the UT Martin McWherter Ag Pavil-

ion. All proceeds go to local charities and scholarships for Westview High

School graduates.

The event will last from 6-11 a.m. and is open to anyone with a pur-

chased ticket. Tickets are $5 for adults and $3 for children six and under.

Tickets may be purchased from any Martin Rotarian.

Country ham, eggs, biscuits and gravy, coffee, milk, and juice will

be prepared by cafeteria staff and served to attendees by Martin Rotary

Club members. Takeout is available.

The Martin Rotary Club encourages community members to attend

for the food, fun, and opportunity to contribute to local charities.

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Contact: [Contact Name]

Phone:[Phone number]

Fax: [Fax number]

WHY DO WE NEED PRESS RELEASES?Press releases allow the media the opportunity to run a story about theRotary Club, or one of their events. Seeing a story written by the pressgives more credibility to the story than if a viewer were to simply see amessage we paid for promoting the club or event.

Here we have two press releases. One for the Soybean Festival GolfTournament and one for the Rotary Ham Breakfast. Each will besubmitted to the Weakly County Press in order to increase awarenessabout the respective events.

The Weakly County Press has a wide circulation within Martin, TN andreaches the target audience that Roatary is looking to inuence.


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REATIVESTRATEGY

BROCHUREMECHANICAL

WHY DO WE NEED BROCHURES?When members are interested in inviting a potential member, theywill need a special invite and information to provide to the potentialmembers. A brochure is the hook, a way to explain how Rotary will bebenecial to them. It is a form of print media that the potential member

can take with them and learn more about Rotary.

Brochures are also a great handout for events. During the SoybeanFestival Golf Tournament, the Soybean Festival, and the Ham Breakfastthese brochures can be handed out to the passerby in order to generatemore awareness within the community.

POSTCARDMECHANICAL

WHY DO WE NEED POSTCARDS?When members are interested in inviting a potential member, they willneed a special invite and information. A postcard is a great way to invitepotential members to an event or a meeting.

The post card features a short overview of why one should join Rotary. Itis a quick mailer that can grab a potential members attention and remindthem of upcoming events or invite them to a meeting or an event.


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FACEBOOK EXAMPLE POSTSMECHANICAL

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REATIVESTRATEGY

Generic Posts:

Are you interested in helping our local community? Look no further,Martin Rotary is a leading community service organization focused onbettering our community.

Did you know that Martin Rotary donates $15,000 every year tolocal charities, national charities, and Rotary scholarships to deservingstudents?

Martin Rotary. Service above self. This is who we are.

Martin Rotary follows the Four-Way test. 1.Is it the truth? 2.Is it fair toall concerned? 3.Will it build goodwill and better friendships? 4.Will itbe benecial to all concerned?

The Martin Rotary Club carries on a tradition of strongcommunity involvement.

Soybean Festival Golf Tournament Posts:

Have you signed up for the Rotary Golf Tournament [insertdate]? See your nearest Rotarian for more information.

Every year, the Rotary Golf Tournament raises thousands forlocal charities.

Ham Breakfast Posts:

Ready for a delicious ham breakfast? Get your tickets now to theRotary Ham Breakfast [insert date]

See your nearest Rotarian for tickets to the Ham Breakfast

[insert date]. Adults $5. Children 6 & under $3.

FACEBOOK COVER PHOTOSMECHANICAL


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CREATIVESTRATEGY WHY DO WE NEED FACEBOOK?

With many younger professionals turning to Facebook even before thewebsite, the cover photo is one of the rst things they see. A new coverphoto will help tie together the entire campaign so that all elements arerelated.

There is a generic year round cover photo to be used when no event istaking place.

There is a Soybean Festival Golf Tournament cover photo to be used

the month before the golf tournament takes place. It offers a quickbit of information for those who just glance at the page so that theinformation is guaranteed to be seen.

There is a Ham Breakfast cover photo to be used the month before thebreakfast takes place. It offers a quick bit of information, including ticketprices, for those who just glance at the page so that the information isguaranteed to be seen.

Since 1928 Martin Rotarys been theorganization dedicated to helping ourcommunity. Were composed of Martins most

prominent business professionals working witheach other and striving to make a difference inour community. So were not all suit and ties...but we help make a difference!

Martin Rotary, we know who we are! Andnow its time for you too!

Im Richard Robinson, vice president of MartinRotary Club and this is who we are.

Narrator:

Richard Robinson:

Martin Rotary

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MARTIN ROTARY PSAMECHANICAL


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CREATIVESTRATEGY

HELPING HANDS PSAMECHANICAL

Martin Rotary is teaming up with Rotaric andInteract to lend a helping hand.

Excuse me

Thats right! We will be in our communityhelping residents complete various task and not

just because Martin Rotary knows who we are,but because we want to help you.

{Clashing Noise}

I wonder if theyll help me clean my room?

Theres no job too big or too small.

{Loud Tractor Starting}

Wait until you see the size of my yard.

In fact well even take the dogs out for a walk

{Dogs Barking} {Sigh of Relief}

No matter the task Martin Rotary is taking thetime out to lend a Helping Hand.

This is who WE are!

Announcer:

Helping Hands

:30

Resident 1(confused):

Announcer:

Sound Effect 1

Resident 1s Kid(optmistic):Announcer:

Sound Effect 2

Announcer:

Announcer:

Sound Effect 3Sound Effect 4Announcer:

Rotary Members:

WHY DO WE NEED WCMT PSAS?As stated in PRIZM, the city strivers group, Rotarys goal audience tendsto listen to the radio. As Martins only radio station, other than thestudent station, WCMT is the perfect medium to reach 30-40 -year-oldprofessionals. Furthermore, many community businesses play the radio,allowing both employees and customers to hear our message.

WHY DO WE NEED WUTM PSAS?As one of Martins only two radio stations, WUTM is likely listened to by

the city strivers group. Not only is advertising on WUTM free, but alsoit is the only station many students listen to, thus allowing more studentsto nd out about Rotary and Rotaract. Students who participate inRotaract are more likely to participate in the Rotary Club once they are inthe career eld.


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NEWSPAPER ADSWEAKLY COUNTY PRESS

WHY DO WE NEED WEAKLY COUNTY PRINT ADS?As Weakley Countys only source for news, business professionals arelikely to go to the Weakley County Press. Professional 30-40-years-oldsare more likely to get their news through newspapers. Running a printad will guarantee that your message will get seen.

The Weakly County Press has a wide circulation within Martin, TN andreaches the target audience that Roatary is looking to inuence.

CREATIVESTRATEGY


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WHY DO WE NEED A WEBSITE REDESIGN?The young professionals are now turning to the web for theirinformation. Many people look to websites to gain knowledge oforganizations. It is one of the rst places a new member will look whenseeking out more information on Rotary.

A website redesign can bring a fresher, younger look to help pull inyounger Rotary members.

The redesign will also help keep the local chapter more closely related to

Rotary Internationals current website creating a sense of unity betweenthe two sites. Rotary International is a big selling point to many youngpeople.


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TIMELINEROTARY MEMBERSHIP CAMPAIGN

News Release Month Instructions

Soybean FestivalGolf Tournament

August/September Sent to Weakly CountyPress two weeks prior toGolf Tournament date.

Ham Breakfast November/December Sent to Weakly CountyPress two weeks prior to

Ham Breakfast date.

Radio PSA Appearance Month

Martin Rotary WCMT - daily

WUTM - daily

Jan. - Dec.

Jan. - Dec.

Helping Hands WCMT - daily

WUTM - daily

Jun. - Oct.

Jun. - Oct.

Newspaper Ads [Week Before] Golf [Week Before] Ham

Monday 2 x 2 print ad 2 x 2 print ad

Tuesday 2 x 2 print ad 2 x 2 print ad

Wednesday 2 x 2 print ad 2 x 2 print adThursday 2 x 2 print ad 2 x 2 print ad

Friday 2 x 2 print ad 2 x 2 print ad

Saturday 2 x 2 print ad 2 x 2 print ad

Sunday 2 x 2 print ad 2 x 2 print ad

Facebook Cover Photos Month

Generic Cover Photo Jan. - Jul. & Oct.

Golf Tournament Cover Photo Aug. - Sept.

Ham Breakfast Cover Photo Nov. - Dec.

*Digital Printing Services Brochures PostcardsJanuary Print 20 copies

August Print 30 copies

December Print 30 copies*Extra copies may be printed based upon need

TIMELINE *Facebook Contest Type Month

Gift card January 1st

Gift card February 1st

Gift card March 1st

Gift card April 1st

Gift card May 1st

Gift card June 1st

Gift card July 1st

Gift card August 1st

Gift card September 1st

Gift card October 1st

Gift card November 1st

Gift card December 1st

Ham Breakfast Tickets December 1st

*See Budget Option A Facebook Contests p.32

*Movie January February March April May June

Amounteach ad isdisplayed

x2beforeeachlm

x2beforeeachlm

x2beforeeachlm

x2beforeeachlm

x2beforeeachlm

x2beforeeachlm

*See Budget Option B Movie Theater Advertising p.33


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BUDGETOPTIONA

BUDGET OPTION AROTARY MEMBERSHIP CAMPAIGN

Media Priority Program Cost Total Cost

Golf TournamentWeakly County Press Ad

1 $28 rst ad$25.20 x 6 per repeat

$179.20

Ham Breakfast WeaklyCounty Press Ad


$179.20

Information Brochure 3 $2.50 per copy x 60 $150

Information Postcard 4 $2.50 per copy x 20 $50Total Costs

$558.40

*OPTION A FACEBOOK CONTESTS

Contest Type Month

Higher Ground $20 gift card January 1st

Gas card $20 February 1st

La Cabana $20 gift card March 1st

Sammies $20 gift card April 1st

Opera House $20 gift card May 1st

Subway $20 gift card June 1st

Snappys $20 gif t card July 1st

Pizza Hut $20 gift card August 1st

The Looking Glass $20 gift card September 1st

The Hearth $20 gift card October 1st

Dominos $20 gift card November 1st

x2 Ham Breakfast tickets December 1st

Huddle House $20 gift card December 1st

Total Costs

$240

BUDGET OPTION A TOTAL COST

$798.40

*SEE FACEBOOK CONTESTS P.34

BUDGET OPTION BROTARY MEMBERSHIP CAMPAIGN

Media Priority Program Cost Total Cost

Golf TournamentWeakly County Press Ad


$179.20

Ham Breakfast WeaklyCounty Press Ad


$179.20

Information Brochure 3 $2.50 per copy x 60 $150

Information Postcard 4 $2.50 per copy x 20 $50Total Costs

$558.40

*OPTION B MOVIE THEATER (CINE 6) ADVERTISING

Occurrence before film Month Cost

x2 before every lm January $125

x2 before every lm February $125

x2 before every lm March $125

x2 before every lm April $125

x2 before every lm May $125

x2 before every lm June $125

One time processing fee $135

Total Costs

$885

BUDGET OPTION B TOTAL COST

$1,443.40

*SEE CINE 6 ADVERTISING P.35


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EVALUATION

EVALUATIONROTARY MEMBERSHIP CAMPAIGN

In order to evaluate the effectiveness of this campaign we will look backat our objectives (p.6)

1. To increase new membership by 5 within the Martin Rotary Clubto include local reputable professionals, community leaders, andbusiness owners between the ages of 30 and 40 over one year.

At the end of the campaign, compare current membershipnumbers from before the campaign started to currentmembership numbers after the campaign ended.

2. To increase awareness of the Martin Rotary Clubs goals and serviceprojects by 10% among local professionals between the ages of 30and 40 over one year.

In order to evaluate awareness among professionals, an Onlinesurvey can be used. It will be posted to the Martin Rotary websiteas well the Facebook page.

This should be done before beginning your campaign and afteryour campaign. Once nished you will be able to compare yournumbers.

An example professional awareness survey can be found in theappendix.

A clicker counter will be added to the website, it will track theamount of views your website gets per day.

Monitor the amount of page likes the Facebook page has.Compare the amount of likes before and after the campaign hasrun its course.

3. To increase awareness in the local community about the MartinRotary Club fund raisers by 10% over one year.

In order to evaluate awareness of fundraising within thecommunity, compare your attendance records from previousevents to the most current events.

A survey can be used. It will be posted on the Martin Rotarywebsite and the Facebook page. Once nished you will be ableto compare your numbers.

An example fund raiser awareness survey can be found in theappendix.


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APPENDIX APPENDIX

ROTARY MEMBERSHIP CAMPAIGN

Appendix A Contact Information

Appendix B PRIZM

Rustic Living A-1

City Strivers A-2Appendix C Digital Printing Services

Appendix D Radio Stations

WCMT D-1

WUTM D-2

Appendix E Weakly County Press

Appendix F Facebook Promotion Rules

Appendix G woobox.com

Digital Printing Services

7 Clement Hall

Martin, TN 38238

731-881-7842

[email protected]

WCMT

1410 North Lindell Street

P.O. Box 318

Martin, TN 38237

731-587-9526

Fax 731-587-5079

[email protected]

WUTM

The University of Tennessee at MartinDepartment of Communications

WUTM-FM 90.3 The Hawk

538 University Street

305 Gooch Hall

Martin, TN 38238

731-881-7096

The Weakly County Press

P.O. Box 410

Martin, TN 38237230 S. Lindell

Martin, TN 38237

731-587-3144

[email protected]

APPENDIX AROTARY MEMBERSHIP CAMPAIGN

Cine 6 Theater

163 University Plz Dr.

Martin, TN 38237

731-587-9742

[email protected]

Rotary Campaign

Documents

Transcript of Rotary Campaign