Zone 34

Rotary Tool Box

Tool # 2- Activating Value

 

Up Tool 1 Tool 2 Tool 3 Tool 4 Resources

 

With this tool, we will zoom out, just as we might on our GPS, to see the larger picture of what is distinctive about Rotary International, how we make the differences real to our members and then how we remind them of how those programs are funded.

With Tool 1, we began to think about our fellow Rotarians as customers and we identified the costs and benefits from the weekly Rotary experience.  As we know, Rotary International reaches around the world, and so does its impact.

 

What is a Brand?

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A Brand is our whole set of perceptions and expectation of a product or service – examples: Starbucks, Ben & Jerry’s, BMW, Honda, Apple

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A Brand must be carefully built and can be quickly damaged – Toyota, BP Petroleum, Bank of America, …

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Some of the most valuable Brands – Coca-Cola, Marlboro, Die Hard batteries, Intensive Care hand lotion, Starbucks, Apple, Ford D-150, John Deere green?

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The Brand earns loyalty and support through the perceived value received – in the mind of the customer (not in the mind of the owner of the brand)

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The actual physical value is a minor part – it must be compatible and consistent – but the larger value is in the emotional attachments and benefits, Example of Starbucks or Wendy’s or Macaroni Grill, or Marriott, Ritz Carlton, Nike, IBM…

                                                              i.      The music

                                                            ii.      The furnishings

                                                          iii.      The response of the employees

                                                          iv.      The “values” of the company

                                                            v.      The offering of products

                                                          vi.      The customization of your order

                                                        vii.      The reliability of getting it right

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What is the value of your brands – “your” college, “your” sports team, “your” car, “your” shoes, “your” beer or liquor, “your” cosmetics?

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What does Brand loyalty mean to you?

 

A Brand must have a competitive advantage , right?

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Rotary competes for the time, energy, commitment and support from each of its members

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Without a recognizable competitive advantage, a product, service or organization is a commodity

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Think of Brands that have a clear distinction and those that have a muddled distinction – Sears, Chevrolet, J.C. Penny’s, Dell, and Lenovo?

 

What is unique or distinctive about Rotary's brand?

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International is the second word in our name…what does that imply?

                                                              i.      Group Study Exchange

                                                            ii.      Matching Grants

                                                          iii.      Bridging cultures: Three Cups of Tea (speaker in Montreal)

                                                          iv.      One world-wide organization we belong to

                                                            v.      Georgia Rotary Student Program

                                                          vi.      Polio

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Other elements that are distinctive or even unique?

 

A distinction is unimportant unless it is real and has value and its advertised benefits have credibility; what is your favorite brand and why?

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Who has a personal experience on one of these?

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What made it real to you?

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What value did your feel?

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What emotion came from that?

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What gave it credibility?

 

How do we make the distinctions of Rotary’s Brand real and valuable?

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Host an incoming Group Study Exchange team member

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Nominate an outgoing Group Study Exchange team member

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Get involved in a matching grant

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Host a GRSP student or take them to dinner to learn about their world

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Go to India for a National Immunization Day

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Go to a Rotary International Conference

 

Then what specific to-do tasks can you implement in your club to do that?

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Write them down now

bulletWhat have you written?

 

Now how do we pay for those activities that create our difference?

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Rotary Foundation

                                                              i.      EREY: Every Rotarian Every Year ($100)

                                                            ii.      Paul Harris Fellow ($1,000)

                                                          iii.      Bequest Society

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Georgia Rotary Student Program (Districts 6900, 6910, 6920)

                                                              i.      Will Watt Fellow (GRSP)

                                                            ii.      Club sponsorship of a student

Recap

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To be competitive and be sustainable we must have a distinctive competitive advantage that is valuable and real

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We have to be pro-active to activate the brand in our club or else it is not real – that is the President’s job

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When it is real and has value, then developing support comes more naturally

 

 

       We say a member becomes a Rotarian when…the Brand becomes real and the value become clear and has credibility?