As we approach the Fall season, club community service projects, public events, fundraisers and membership enrollment initiatives will soon shift into high gear. Will you be ready? Will you be leveraging programs to maximize community public image? Perhaps this is an excellent time to drive “Public Image Impact” into club action plans.
The following 7-step guide of best practices is being offered to successfully setup and drive Public Image to elevate a club’s Rotary story and community brand presence:
- Create a club Public Image Team with expertise in email marketing, social media, partnership engagement, digital photography/videography, public and media relations.
- Set club communication goals and objectives that are measurable, tangible and realistic that are consistent with each communication strategy and align them with club initiatives to grow membership and increase giving.
- Identify and prioritize your target audience. Are you looking to increase younger members or community leaders? Knowing your focus audience will help define the communication strategies to use and to match the pitch with the prospective member.
- Outline club activities by listing club events and fundraisers for the year and match them to the strategies as a newsletter, email, social media as examples in order to streamline storytelling to the community.
- Prioritize club content and messaging strategy to tell your story. Determine the message you want to convey for each program during the year and the strategy to be used.
- Identify club communication methods and tools to determine how you will communicate to your target audience and determine if you will use a video, photography or social media. Use tools that will tell your Rotary story with the greatest impact.
- Create a communication critical path and calendar and document the milestones in an annual calendar and weave the communication strategies into the project calendar, synchronize all relevant connections and drive your story to your audiences.
The suggested steps will help clubs by having a roadmap that elevates Public Image success. Take planning suggestions one at a time and if assistance is needed, your Zone Public Image Team is right here to help.
Copy and use this Google Sheets Rotary Public Events and Public Image Planning Calendar URL:
https://drive.google.com/file/d/1udcFTN--of_GXD-WAskf_L4eAoDCyWf/view?usp=sharing