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MPRC District Roadshow May 2014 MARKETING YOUR CLUB NICK DRAKE MPRC CHAIRMAN

MPRC District Roadshow May 2014 MARKETING YOUR CLUB NICK DRAKE MPRC CHAIRMAN. WHAT IS MARKETING. Marketing is not just about getting new members, its about raising the public’s awareness of the Rotary brand and what it stands for.

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MPRC District Roadshow May 2014 MARKETING YOUR CLUB NICK DRAKE MPRC CHAIRMAN

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  1. MPRC District Roadshow May 2014 MARKETING YOUR CLUBNICK DRAKEMPRC CHAIRMAN

  2. WHAT IS MARKETING • Marketing is not just about getting new members, its about raising the public’s awareness of the Rotary brand and what it stands for. • Raising the public awareness of the brand at a local level will: • Make the public more likely to take part in Rotary’s activities be they street collections, out door events or indoor social events like concerts • In the long term as brand awareness is heightened it should attract new members • If your main aim is new attracting new members then you will need a more focused marketing campaign.

  3. Advertising Materials • Good advertising material is essential to good marketing. Materials that look home made and unprofessional will not give a good public impression • There is a wealth of good quality materials available either off the shelf and bespoke. • Generic Rotary materials are available from the RIBI shop at competitive prices. • Contact either myself or Simon Crowther if you want suppliers for more bespoke materials like Sails, A Frames, bespoke club leaflets etc.

  4. Advertising Opportunities • Every Rotary event where the public are present is an advertising opportunity. • Have Rotary pullups on display • Have Rotary leaflets available • If you have a club display board – put it up, but make sure its up to date and has lots of pictures that can be looked at from a distance. • If someone is attending your Rotary advertising display get them in some form of Rotary clothing, polo shirts and sweatshirts are good, tabards are less so.

  5. Getting a theme into your advertising • We have a theme in the Rotary advertising and its unlikely to change for sometime as there is no new advertising budget • We’re for Communities • There is a lot of material available from the RIBI shop which can be tailored to your club. There are even tee shirts and polo shirts available with the theme on them. • This is a highly effective strapline since it is the essence of what Rotary is about

  6. Other Marketing opportunities • In terms of hard non electronic advertising there are: • Town welcome signs – extensively used around the world. • Station display boards • Posters in doctors/dentists surgeries, libraries, community centres etc…

  7. Advertising in the media • Have you thought of advertising in the local free magazines, they are usually desperate for copy, a press release in one of these can act as a good form of advertising, especially as you can use it to promote a forthcoming event. • If you have more budget consider an advertorial in one of the local papers, you need to sell advertising but you get a double page spread to advertise Rotary as well.

  8. Advertising on-line • Using Social media and websites is a cheap but effective way to advertise Rotary. • Make sure that you material is of good quality with a lot of photographs and few words. • Use your website as the core of the campaign and use Facebook, Twitter and Linkedin to grab the public’s attention

  9. Your Marketers • As well as having the right material you also need to have the right people selling Rotary. • When in front of the public try to inform them in a friendly and non pushy way about what Rotary is doing. • Be positive at all times, you and your members are ambassadors for Rotary and more particularly your club.

  10. Membership Marketing • The other form of marketing that most clubs do is marketing aimed directly at gaining new members. • Membership marketing needs to be targeted at the people you believe are most likely to join Rotary. • Given that Rotary is made up of professionals it should go without saying that the marketing needs to be professional. • High quality handouts and presentations need to be the order of the day. • Once you have a possible member it is vital that they are contacted quickly and brought to the club as soon as possible to show that we are keen to show what Rotary has to offer.

  11. Membership Marketing Opportunities • Finding members is partly achieved by the traditional method of inviting personal contacts and partly through advertising. • Consider getting a team of Rotarians outside your local railway station in rush hour with leaflets – brief and with contact information. • If you don’t have a railway station a busy car park for commuters might be another venue. • Use fetes etc to target people who come to your stand. • It may be a good idea to have someone at each event who’s sole responsibility is to find and chat to people who look like Rotarians.

  12. Conclusion • Marketing is about raising brand image • Good advertising materials are essential • Use the “We’re for Communities” theme • Members are the club’s marketing ambassadors. • Consider all club events a marketing opportunity. • Marketing is the responsibility of the whole club not just the Marketing officer. • Have a marketing plan.

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