1. Membership Traction With People of Action
Subject
Membership Traction With People of Action
Presenters:
Elizabeth Usovicz, Rotary Public Image Coordinator, Zone 31
Chuck Barnett, Assistant Rotary Public Image Coordinator Zone 30

2. Tonight’s Dialogue
People of Action Campaign: Why it Matters
The Message: Who’s the Audience
The Current Materials: What’s available
The Assets:
How to Use Them for Member Attraction
How to Use Club Projects for Member Attraction
Questions and Open Discussion

3. All Brands - and Their Public Images - Evolve

4. People of Action Campaign: Why it Matters

5. People of Action: Who’s the Audience
“I appreciate the press that comes out every week and covers it when we give away money and always does stories for us, and we really do appreciate that, but we have to improve our visibility in the community.”
“We don’t do any advertising really, and we don’t do anything that gets people in the community to know about all the things we’re doing.”
Club President, West Virginia

6. People of Action Campaign: Who’s the Audience
Increase awareness of our club’s projects and activities, with the media and within the community.
Create awareness of the good our members are doing in the community.
End Result: Attract diverse, service-minded members of our communities to join us.

7. People of Action Current Materials: What’s Available
The Path: Rotary.org > My Rotary > Brand Center > Materials > People of Action

8. The Current Materials: What’s Available
“What We See” Video: 2 versions
30-second video
90-second video
4 Images/Ads for Facebook Posts
4 Images (letter-sized) for posters, signs, banners and print ads
Additional assets are scheduled to be available near calendar year-end – including customizable materials.

9. The Current Materials: What’s Available
Download the video at Rotary BrandCenter: _074_PeopleofActionPSA30_EN

10. The Current Materials: What’s Available

11. The Current Materials: What’s Available
Key Messages to Diverse, Service-Minded People in Our Communities
Where others see problems, Rotary members see solutions.
Our 1.2 million members see opportunities and possibilities in their communities around the world.
Together, We Inspire
Together, We Connect
Together, We Transform
Together, We End Polio
Rotary - We Are People of Action

12. How to Use Them for Member Attraction
Identify a Rotary member (ideally, a membership chair or public image chair) to create the post.
- feel free to use the example messages and ideas in this webinar.
Ask members of your club or district to share the post, and ask them to encourage others in their networks to share it.
Ask members to share the post on online neighborhood/closed social platforms they belong to, as appropriate.

13. The Assets: How to Use Them for Member Attraction
Example: Inspirational
Facebook post using the
People of Action message and 30-second video
Download the video from the Rotary Brand Center and upload to
your post

14. How to Use Them
Example: Informational, global issue Facebook post using the People of Action message and a Rotary video Copy and past the link into your post

15. The Assets: How to Use Them for Member Attraction

16. The Assets: How to Use Them for Member Attraction
Example: Local Impact
Facebook post using the
People of Action message
and a local photo
Photo shows beneficiary
And Rotary member
with the project/
community impact
Message is personalized
and includes a call to
action
Note: Get permissions or
releases as needed

17. The Assets: How to Use Them for Member Attraction
Example: Facebook post
with local project and
People of Action
Ad/message
Download the ad
from the Rotary
Brand Center
and upload it
to your post

18. Membership Traction with People of Action
Facebook Posts
#Hashtags - #club, #Rotary, #PeopleofAction
Personalization/relatability (first names)
Beneficiaries featured, if using a local photo
People of Action images/short Rotary videos (2 minutes or less)
Community action/interaction happening in local photo
Use of action verbs in the post: Teaching kids to read in (location)
Use of People of Action message/key words
Use of club name - Richmond Rotary - We Are #PeopleofAction!
Call to Action – Join us, Check us out, Meet us at (location)

19. Membership Traction with People of Action
Uses for the Ads/Images Under $100
Boosted Facebook posts
Community Events and Service Projects
Vinyl Tabletop sign on a retractable tripod stand
Standing vinyl poster on a retractable tripod stand
Car decals and magnetic car signs
Add your club/district call to action, such as:
Kansas City Plaza Rotary Club
Meet us Fridays at 7:15 a.m. at the Grand Street Café

20. Brand Proof
Example of a brand proof template for community prospects using People of Action image and message

21. People of Action Campaign: Updating Perceptions

22. People of Action Examples

23. JOIN DISTRICT PUBLIC IMAGE CAMPAIGN
3 northern Illinois districts have teamed up to place billboards on interstates showing images of Rotarians working in the community and giving the call to action of "Join People of Action" with a website link.
D D D6450
Northern Illinois Rotary was formed in 2013 to join the districts in the Northern Illinois region to work together on public relations, training, major service projects, major events, overlapping club areas, and much more.
The Rotary motto, Service Above Self, conveys the humanitarian spirit of the organization's members. Strong fellowship among Rotarians and meaningful community and international service projects characterize Rotary worldwide.

24. CLUB WEBSITE WITH PEOPLE OF ACTION ITEMS

25. Questions/Open Discussion

26. Thank You!
Together, We Connect
Elizabeth Usovicz
Rotary Public Image Coordinator, Zone 31
Chuck Barnett
Assistant Rotary Public Image Coordinator, Zone 30