Announcing D6290 Public Image Matching Grant Program for 2017 - 2018

Background Overarching Challenges For Service Clubs District Goal Attracting / Retaining members Community awareness of club impact District Goal Communicate the impact Rotary has across our footprint and beyond Engage the public to connect with Rotary Make it easy for clubs to participate Align clubs around Rotary standard branding / messaging Leverage People of Action materials from Evanston Increase news / online coverage of Rotary stories highlighting impact Publish master calendar of Club / District events (Community Calendar) Campaign club locator w/link to club(s) Use Social Media and digital ads to target specific demographics (e.g. geography) Contest (e.g. Rotary trivia) via social media

Grant Categories

1:1 Match up to $250 max from District Re-Branding 1:1 Match up to $250 max from District Banners, Brochures, Signs, Apparel Apply ~ Execute ~ Report ~ Reimburse Dec 15 – May 30

1.5:1 Match w/$500 Minimum from Club ($750 / $500) People of Action 1.5:1 Match w/$500 Minimum from Club ($750 / $500) Clubs can partner to reach $500 minimum Apply ~ Fund ~ Execute Now – July 31

Broadcast and Digital Campaign 1:1 In-Kind Match Broadcast Television coverage People of Action 0:30 PSA with paid placements during morning / evening news, time doubled with run of schedule Club-specific 0:30 PSAs can be included in rotation Rotary Club & District news features (monthly minimum) All materials are re-purposed across digital platform(s) Digital Social media (Station / District / Club) PSA video Videos featuring Rotarians / Service / Impact (from news) Club posts & shares, including live streams from events (initiated by club, shared directly via station social media Online (Station website) Community Calendar Banner / Button ads Links to videos Featured in multiple locations at 9&10News.com Advertising Boosted posts Targeting by demographic

Coverage Map Sault Ste. Marie, Ontario LUCE Sault Ste. Marie CHIPPEWA Mt. Pleasant SCHOOLCRAFT MACKINAC *The :15 and :30 commercials that air on 9&10 News have the possibility of reaching 235,400 households! DELTA WWTV WWUP TV EMMET CHEBOYGAN PRESQUE ISLE CHARLEVOIX ANTRIM OTSEGO MONTMORENCY ALPENA LEELANAU City Traverse 235,400 BENZIE GD TRAVERSE KALKASKA CRAWFORD OSCODA ALCONA Nielsen Designated Market Area TV Households* MANISTEE WEXFORD Cadillac MISSAUKEE ROSCOMMON OGEMAW IOSCO DESIGNATED MARKET AREA (DMA) TRAVERSE - CADILLAC 122,380 ARENAC SHARE OF VIEWERS WWTV HAS SUBSTANTIAL MASON LAKE Seasonal Northern Michigan OSCEOLA CLARE GLADWIN Households** BAY STATION TOTAL AREA Bay City OCEANA NEWAYGO MECOSTA ISABELLA MIDLAND MONTCALM GRATIOT Saginaw * AUGUST 2017 DMA Muskegon MUSKEGON SAGINAW KENT ** 2010 U.S.Census Rapids Grand CBS IN NORTHERN MICHIGAN BY TELEREP SALES & MARKETING REPRESENTED NATIONALLY CADILLAC (231) 775- 3478 TRAVERSE CITY (231) 947- 7533

Coverage Map Sault Ste. Marie, Ontario LUCE Sault Ste. Marie CHIPPEWA SCHOOLCRAFT MACKINAC Traverse City *The :15 and :30 commercials that air on Fox 32 have the possibility of reaching 235,400 households! DELTA EMMET CHEBOYGAN PRESQUE ISLE CHARLEVOIX ANTRIM OTSEGO MONTMORENCY ALPENA LEELANAU City Traverse 235,400 BENZIE GD TRAVERSE KALKASKA CRAWFORD OSCODA ALCONA Nielsen Designated Market Area TV Households* MANISTEE WEXFORD Cadillac MISSAUKEE OGEMAW ROSCOMMON IOSCO DESIGNATED MARKET AREA (DMA) TRAVERSE - CADILLAC 122,380 ARENAC MASON LAKE CLARE GLADWIN Seasonal Northern Michigan STATION TOTAL AREA OSCEOLA Households** BAY OCEANA Bay City NEWAYGO MECOSTA ISABELLA MIDLAND MONTCALM GRATIOT Saginaw * AUGUST 2017 DMA Muskegon MUSKEGON SAGINAW 2010 U.S.Census KENT ** Rapids Grand FOX IN NORTHERN MICHIGAN BY TELEREP SALES & MARKETING REPRESENTED NATIONALLY CADILLAC (231) 775- 3478 TRAVERSE CITY (231) 947- 7533

Combined Digital Platforms (August 2017) 933,992 unique visits Impact ‘At-A-Glance’ Platform Reach 9 & 10 News 235,400 potential households Fox 32 Combined Digital Platforms (August 2017) 9&10 News/MISportsNow / Doppler 9&10 Weather Apps; 9and10News.com Desktop & Mobile, MISportsNow.com Desktop & Mobile 933,992 unique visits 7.8 million page views 87,251 video plays 245,396 unique Likes 2,580 new Likes

What Are We Doing Now? November (once finalized): CBS: Michigan This Morning, M-F, 5:00am – 7am: 6x CBS: CBS This Morning, M-F,  7-9am: 4x Fox 32: Michigan This Morning, M-F, 7-9am: 4x CBS: 9&10 News, M-F,  5-6:30p: 3x Fox 32: Fox 32 News at 7p, M-F: 3x   December 1 -31: CBS: Michigan This Morning M-F 5:00am – 7am: 6x CBS: CBS This Morning, M-F, 7-9am: 4x CBS: 9&10 News, M-F, 5-6:30p: 3x Fox 32: Fox 32 News at 7p, M-F : 3x

What Are We Doing Now? Completed News Stories: Youth Exchange Fall Interview Conference (aired and shared) Proposed News Stories: Indoor Ride for Polio in TC with interview of PDG Al Bonney re: recent trip to Nigeria, cross promoting other Rides & Polio fundraisers taking place throughout District (e.g. Pints for Polio) Foundation Matching Grants – Announce awards and impact to 20+ communities throughout District and beyond Big Rapids Thanksgiving Dinner Service Project celebrates 10 years and tons of giving

FAQ’s As a participating club, other clubs in our ‘neighborhood’ will benefit even though they might not have signed up for the grant. What’s in it for us? Your projects are featured on news station and via social media Those videos will be re-used on digital platforms throughout the campaign; not a 1-time event You’ll have continued access to arrange things like FB live feeds to digital platforms Station serves as ‘consultant’ helping to boost the club’s social media presence & reach Our club is outside the broadcast reach. Why should we participate? The digital side of this campaign is far broader reaching All participating clubs, regardless of geography, can participate in digital campaign, including things such as sharing live stream posts and having station share those. All events outside of broadcast reach will be entered in Community Calendars of neighboring media outlets, typically the source for news stories. People travel throughout our geography; While outside of broadcast reach, your club will still benefit from the “buzz” that is being created in the larger region.

FAQ’s How do I get my project added? Create event in ClubRunner and check box allowing it to appear in District calendar Send email directly to LaurieMorley@9and10news.com with cc to nthornton@centos.net (D6290 Public Image Coordinator) How can we be sure our projects will be featured? District will collaborate with station and club representatives to establish proposed ‘master’ calendar [no guarantees until News managers weigh in] District coordinates development of ‘news release’ that will be pitched to news team Whenever possible we want to cross-promote similar events by other clubs to increase coverage and reach

FAQ’s What if we have more stories than the station can support? We’ll work hard to make sure our stories are heard via the digital campaign at minimum To be fair to all concerned, we’ll try to consolidate and cross promote similar events As needed we will assemble the designated representative from the participating clubs to review schedule and vote on priorities If our club decides to submit application for each category of grant, how will you prioritize? District will consider one application per club during ‘first round’ and will include the higher value of two application. To the extent surplus funds exist we will then look at the second collection of applications and will award equitably. If we have more applications that our budget supports, we will explore possibility of allocating additional funds and will be fully transparent in communicating status to all applications.

Important Dates & Resources Applications Due November 30th, 2017 Awards Announced December 15th, 2017 Rebranding: Reports to District no later than May 30, 2018 Reimbursement no later than June 15, 2018 People of Action: Funds to District December 31, 2017 (People of Action) http://www.ridistrict6290.org/sitepage/public-image/leverage-district-matching-funds

Questions? Contact: Nancy Thornton D6290 Public Image Coordinator nthornton@centos.net 248 520 0624