Public Image 101… or Marketing 101? Post-PETS April 8, 2016

Rotary Marketing 101 | 2 Marketing Defined Marketing is… The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. - American Marketing Association Definition

Rotary Marketing 101 | 3 Marketing Is…. A big umbrella! Branding: creating a differentiated name and image to establish a presence in the consumer's mind and attract and keep customers Plus: – Analysis of programs, materials, customers, and the company or organization – Media relations, public relations and affairs, advertising, social media, and other outreach – Stakeholder and funder relations – Strategically organizing all of the above, and more, to create a cohesive, sustainable, effective route to success

Rotary Marketing 101 | 4 Marketing Is Not… An ad or a press release Spam Conventional Fragmented Once and done The same mix for every activity and event

Rotary Marketing 101 | 5 The Most Critical Factor: Know Your Audience

Rotary Marketing 101 | 6 The “4 Ps” of Marketing

Does Marketing Apply to Rotary?

Rotary Marketing 101 | 8 Strategic Objective

Rotary Marketing 101 | 9 Target Audience

Rotary Marketing 101 | 10 Product or Service

Rotary Marketing 101 | 11 Price Fundraisers Sponsorships Member dues Meeting meal costs The Rotary Foundation District events Ancillary expenses Is there perceived value?

Rotary Marketing 101 | 12 Place (Distribution) Meeting location Service projects Community awareness Partnerships

Rotary Marketing 101 | 13 Promotion Social Media Partner marketing Incentives Flyers Cable TV Radio spots Articles Blogs

Rotary Marketing 101 | 14 Marketing Applies to Rotary!

So Where Do You Start? Create a Marketing Plan for Your Objective

Rotary Marketing 101 | 16 What Are You Trying to Accomplish? SMART goals Measurable outcomes More funds? Volunteers? New members?

Rotary Marketing 101 | 17 Your Target Market Whom are you trying to reach? What is the profile? – Age, gender, location – Personality – Interests and dislikes What are you trying to get them to do? How do they communicate and get their information?

Rotary Marketing 101 | 18 Your Message What’s in it for them, why should your audience care? Use across multiple channels Consistency and repetition – Content – Look and feel

Rotary Marketing 101 | 19 Media Channels Leverage the channels your target audience uses – Broadcast – Print – Social media – – Mobile – Word of mouth – Relationships

Rotary Marketing 101 | 20 Foundational Items Branding guidelines Call to action – Website – Club address – Mailing address Club logo Newsletter Club brochure Club presentation

Rotary Marketing 101 | 21 Measure and Improve

Rotary Marketing 101 | 22 Marketing includes Public Relations and so much more… In Summary: Embrace Marketing for Your Rotary Club Marketing AdvertisingPublic Relations Social Media Promotions NoticesBrandingBroadcastRelationship Building

Rotary Marketing 101 | 23 And Think About Your Audience!

Thank You! Laura Spear Rotary District 7910 Public Image Chair