By Liz Courtney, assistant public image coordinator for Zone 8 (Australia, New Zealand & Pacific Islands)
Since the COVID-19 pandemic, we are working in a virtual world and it has created a huge upsurge in using technology to communicate. We know that using social media and online marketing tools can reach a huge audience in a cost-effective way and it gives Rotary clubs an opportunity to be seen by many. As a training leader, I often teach clubs how to make sure their club logo is used correctly and consistently in their communications, especially online and on social media, because consistency builds trust and recognition. Here’s what I share during my trainings.
Take the course
We know from research that people learn differently and relate better to a visual learning experience. So I recommend you start by taking the Learning Center course “Our Logo: Representing Rotary,” which takes you through the process of using the Rotary logo in your club’s communications. Easy? Yes, and the course has the advantage that you can go back and revisit it whenever you want.
Create your logo
Next, go into the Brand Center to create your club logo. Then, download your logo in all the file formats you need: a PDF for print materials, and a JPEG or PNG for presentations, Word documents, and web use. Save them to your computer to create your own logo library for the future. I also recommend you share the updated club logo with other members so you are all using the correct club logo. Share it with your partners in your community so that they’re not relying on Google to find the correct Rotary logo.
Apply your new logo to everything
Every club should have a public image chair who is up-to-date with the latest knowledge about marketing and communications and can lead a club through this process. But it’s also important for all of us to know how to use our club’s logo.
- Check your club website and social media pages. Are you using the logo you just created in the Brand Center? If not, remove what you have and replace it with the logo you just created.
- Ask your club public image chair and other committee chairs to go through all your club’s materials to make sure the proper club logo is being used. This could include email signatures and PowerPoint presentations. (As a club member, you should add your club’s logo to your email signature for Rotary-related communications.)
- Look at your club’s event posters and advertising materials. Before printing any new materials check that the correct club logo is being used and update as needed.
If the material has already been printed, assess the cost of reprinting it. Prioritize reprinting materials that are public-facing, like a banner you use at a club event or brochures you hand out to potential members. (And while you’re at it, add a QR code that can direct the public directly to your club. We have now become more familiar with this over the last year and it’s a great way to easily direct traffic to your website or social media account.)
- Use People of Action assets to build a folder of club photos to use while promoting your club activities. You can take your own photos or find images in the Brand Center. Add them to your website, social media, pull-up banners and project signage, along with your club logo.
We can attract many people to Rotary by being smart about how we market ourselves. Taking these steps will give your club a consistent look that will build trust and awareness of your club in your community.
Liz Courtney is a member of the Rotary Club of Papanui, New Zealand and currently serves as the assistant public image coordinator for Zone 8 (Australia, New Zealand & Pacific Islands). She has also served as the 2017-2020 Rotary Public Image Coordinator for Zone 7b (New Zealand & Pacific Islands).