Rotary March Audit Committee Update on Brand 2014
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TITLE STRENGTHENING ROTARY’S BRAND Audit Committee March 2014
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Rotary International has met to go over the brand, its awareness and how it is identified by the general public. This is the latest report available from march 2014
Transcript of Rotary March Audit Committee Update on Brand 2014
TITLESTRENGTHENING ROTARY’S BRANDAudit CommitteeMarch 2014
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WHY?
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MANY DO NOT KNOW ROTARY
Averaged across all ten countries, 32% have “NEVER HEARD" of Rotary
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STRONG SUPPORT FOR STRENGTHENING ROTARY
Modernizing and updating Rotary terminology
Renewing RI's image through a 'Strengthening Rotary's Brand' project
Leveraging technology to deliver a consistent message to Rotarians and the general public
70%
75%
76%
24%
21%
20%
3%
3%
2%
2%
1%
1%
Appropriate Somewhat Appropriate Somewhat InappropriateInappropriate
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• Capture our most relevant points of difference
• Ensure our actions support our words
• Reflect our distinct character
• Help people understand what we do and how to engage
• Energize our look and feel while celebrating our heritage
VALUE: STRENGTHENING ROTARY’S BRAND
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OUR MESSAGE
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What is Rotary?
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STRATEGY: OUR CORE
JOIN LEADERS
EXCHANGE IDEAS
TAKE ACTION
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CLARITY
JOIN LEADERS
EXCHANGE IDEAS
TAKE ACTION
Connect with leaders from all continents,
cultures & occupations
Discover and celebrate diverse
perspectives
Create positive change in our communities
• Rotary Clubs• Rotaract Clubs• Interact Clubs
• RYLA
• International Convention• Youth Exchanges• Shared Interest
Fellowships• Peace Fellowships
• Club Service Projects• PolioPlus
• Rotary Action Groups• Rotary Community Corps
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OUR VISUAL IDENTITY
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BEFORE: A COMPLEX NETWORK OF UNRELATED PARTS
Rotary
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BEFORE: INCONSISTENT USE OF LOGO
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In June 2013, the Board adopts a return to the pre-2007 official RI Gold (yellow) of PMS 129U | PMS 130C Gold (yellow) or the equivalent color in other coloring systems, depending on the media in which it is employed;
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ROTARY.ORG
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TELL A MORE COMPELLING STORY
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INTERNATIONAL CONVENTION POSTERS
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EARLY ADOPTERS
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TRF AGREED APPROACH
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FEEDBACK AND NEXT STEPS
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FEEDBACK / ACTIONS
Feedback• Mixed• Focused on logo,
not message• Early adopters• Limited input• Past
communication has limited audience
Actions• More targeted
communication– Shift dialogue
• Brand center• Training• Simplify
guidelines• FAQ• Color exploration
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RI PROGRAMS VISUAL IDENTITY RESEARCH
RotaractRYLAYouth Exchange
