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Rotary Archives - Syneka Marketing

Rotary eClub of Melbourne – Charter Night

By | Advice for Not-for-profit Organisations and Charities | 2 Comments

Rotary is split into various districts, with Melbourne’s eastern and southeastern suburbs included in District 9810, while the inner city and western suburbs, as well as parts of regional Victoria are in District 9800.

District 9800 has also initiated a new virtual club, following the lead of District 9810, which charted its eClub last year.  This evening I attended the Charter Night for the Rotary eClub of Melbourne, to meet Rotarians in the neighbouring district and to compare the two eClubs.

While both eClubs have similarities, District 9800 is operating a hybrid model, which will include regular physical meetings.  District 9810 operates as an eClub, with informal physical meetings to support members.

Tonight’s Charter Night officially launched the eClub of Melbourne and it is great to see Rotary exploring how it can harness the Internet to engage members.

Rotary Club of Ringwood

Marketing and Rotary – Presentation to the 2013 Rotary District 9810 Conference

By | Advice for Businesses, Advice for Not-for-profit Organisations and Charities, Presentations, Resources | No Comments

The Rotary Conference is an annual event designed to bring clubs across District 9810, covering Melbourne’s eastern and south-eastern suburbs, together for networking and knowledge exchange.

The conference was held in Wangaratta, and despite replacement coach services it was enjoyable weekend filled with a range of Rotary projects.

The weekend conference covered new initiatives and projects undertaken by clubs within the District. One of the sessions included Marketing and I had the privilege of presenting an overview of strategic marketing to the assembled Rotarians.

Alex Makin on stage at the Rotary District Conference in Wangaratta

Alex Makin on stage at the Rotary District Conference in Wangaratta

Rotary, like any other organisation, needs effective marketing to achieve its goals. Marketing enables individual Cubs to identify their target markets and the objectives they wish to achieve.

Marketing is broader than member recruitment and needs to encompass all potential markets of a Club, including business partners, community organisations and public support. Each of these target markets will have specific reasons for becoming involved and Clubs need to develop consistent messages to ensure a positive interaction.

Individual Rotary Clubs possess their own strengths and these should be used to develop a competitive advantage relative to other organisations. Rotary Clubs are ultimately competing for people’s time and resources. The value proposition needs to demonstrate the benefits from being associated with Rotary.

Key messages should reinforce the strengths of the Club and articulate this value proposition. For example, Clubs could demonstrate the professional skills that are gained through assisting with Rotary projects and the benefits this provides for career prospects. Similarly, Clubs can demonstrate the benefits for business partners in aligning themselves with a globally recognised brand and potential customer base.

Every form of contact someone has with the Club, whether it be through bulletins, brochures, meetings or correspondence is a form of a marketing; since an impression is left with every encounter. All marketing tools need to reinforce the key messages and develop a consistent brand image for the Club.

Alex and the presentation slides at the Rotary District 9810 Conference

Alex and the presentation slides at the Rotary District 9810 Conference

Similarly, a Club’s website and social media presence needs to complement existing forms of communication. A club should utilise a number of tools and evaluate each of them to measure their reach with the desired target market.

Inconsistency creates confusion and diminishes the ability to encourage the target market to interact with Rotary.

Rotary is a high involvement product, it requires a significant commitment from individuals and a consistent image helps to ensure top of mind awareness. In addition, encouraging involvement in projects can assist in recruiting members for specific tasks and to demonstrate the outcomes they can achieve.

The District Conference is a great opportunity to meet fellow Rotarians and to discuss ideas, it is great to see marketing being considered as part of the program fixture.

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#RotaryChat – International Projects with Rotaract and Interact

By | Advice for Not-for-profit Organisations and Charities | No Comments

#RotaryChat continues each week, looking at the role of Rotary Clubs around the world. Today’s topic considered international projects and the partnerships that can be formed to assist in delivering outcomes.

Rotary sponsor Rotaract, which caters for 18 to 30 year olds and Interact, which includes 12 to 18 year olds and often the clubs will work together to deliver common goals. Importantly, Rotary Clubs should be forming partnerships with other relevant organisations to assist in delivering projects.

The RotaryChat transcript is available via Storify at storify.com/RotaryChat/rotarychat-2-5-12-int-l-projects-and-rotaract-int

Rotary Club of Ringwood

Presentation to the Rotary Club of Dingley Village

By | Advice for Not-for-profit Organisations and Charities, Presentations, Resources | 3 Comments

This evening I was invited to the Rotary Club of Dingley Village to discuss marketing strategies and communication tools to assist in the promotion of the Club and its activities.

The Rotary Club of Dingley Village is one of 49 clubs within District 9810, covering Melbourne’s eastern and southeastern suburbs.  Rotary is increasingly looking at new ways to reach prospective members and to promote club activities.

The presentation discussed the need for a consistent marketing strategy, so Club’s can identify key messages that can be used to promote activities and involvement within Rotary. One of the key strengths of individual Rotary Clubs is their local knowledge in being able to work within their communities to identify projects.  Clubs need to build on this strength, while communicating key messages that are specific to their target markets.

Rotary Clubs need to embrace a variety of communications tools to assist in promoting these messages.  The Internet, incorporating websites and social media provides additional opportunities to reach and engage the identified target markets.

Consistency is critical to delivering positive marketing results.  There is a need to deliver cohesive branding and messages across all communication tools.  Website content and social media tools can be integrated to assist in providing consistency and to save time in replicating messages.

Syneka Marketing has worked with Clubs throughout District 9810 to develop effective online marketing strategies, including a consistent website template and social media presence.

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