The Challenge
Rotary International has members in 159 countries and is a leader in the eradication of polio. But Rotary faces some formidable demographic trends, and social media had significantly changed the way people connect with volunteerism. Rotary believed a new strategic plan, informed by global research, charted a new way forward—and they believed that marketing could play an essential role in turning the plan into a reality. We’re proud to be Rotary’s partner in this groundbreaking effort.
The Impact
We rebranded the strategic plan as The Action Plan, and our communications work is driving a high level of awareness: 75 percent of Rotarians know about The Action Plan, 49 percent have heard about it at a Rotary event, and 40 percent have read about it online or in print.
Project components
- Plan name
- Messaging
- Speechwriting
- Video scripting
- Persona development
- Advertorials
- User journeys
- Marketing and implementation plan
More than a century ago, we pioneered a new model of service leadership grounded in person-to-person connections. Today, those connections are a network that spans the globe—bridging cultural, linguistic, generational, and geographic barriers—and shares the vision of a better world.
And as People of Action, we understand that fulfilling that vision requires a plan.
For real change to happen in our communities, like-minded people have to roll up their sleeves and get to work.