Rotary March Audit Committee Update on Brand 2014

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Information about Rotary March Audit Committee Update on Brand 2014
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Published on March 14, 2014

Author: PabloAmo

Source: slideshare.net

Description

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

TITLESTRENGTHENING ROTARY’S BRAND Audit Committee March 2014

TITLE | 2 WHY?

TITLE | 3 MANY DO NOT KNOW ROTARY  Averaged across all ten countries, 32% have “NEVER HEARD" of Rotary

TITLE | 4 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 Inappropriate Inappropriate

TITLE | 5 • 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

TITLE | 6 OUR MESSAGE

TITLE | 7 What is Rotary?

TITLE | 8 STRATEGY: OUR CORE JOIN LEADERS EXCHANGE IDEAS TAKE ACTION

TITLE | 9 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

TITLE | 10 OUR VISUAL IDENTITY

TITLE | 11 BEFORE: A COMPLEX NETWORK OF UNRELATED PARTS Rotar y

TITLE | 12 BEFORE: INCONSISTENT USE OF LOGO

TITLE | 13 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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TITLE | 18 ROTARY.ORG

TITLE | 19 TELLA MORE COMPELLING STORY

TITLE | 20 INTERNATIONAL CONVENTION POSTERS

TITLE | 21 EARLY ADOPTERS

TITLE | 22 TRF AGREED APPROACH

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TITLE | 27 XXXXXX XX XXXXXXXXXX 0000 XXXXXXXX +31 (0) 000 000 000 +31 (0) 000 000 000 Xxxxxxxxxxx Frank.Xxxx@gmail.com

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TITLE | 32 FEEDBACK AND NEXT STEPS

TITLE | 33 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

TITLE | 34 RI PROGRAMS VISUAL IDENTITY RESEARCH • Rotaract • RYLA • Youth Exchange

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