INCITER

Marketing and Public Relations E-newsletter

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July/August 2007

Kiwanis is a global organization of volunteers dedicated to changing the world one child and one community at a time.

Marketing Headlines

Question

Q. How can we do a better job of keeping everyone in our organization on brand message?

A. It doesn't matter how good the choir is. If everyone is singing from different song sheets, it's just noise! The same holds true for an organization's brand. If everyone is sending out different messages, it confuses the audiences you are trying to reach. One of the best ways to keep everyone on message is to create a "messaging package."

A messaging package is simply a compilation of the core messages you want your brand to convey. Its purpose is to help you stay on message whenever you communicate information about your organization. A good messaging package answers the questions: Who are we? What do we do? How do we do it? And why should anyone care enough to support us.

Your messaging package should include the following:

Tagline

A tagline is a catchy, quick-identifying reference, usually no more than five to seven words. A good tagline will trigger the imagination, interest, and emotions of your target audiences. Think of Nike's "Just do it!" or the American Red Cross's "Together, we can save a life."

Your tagline should be incorporated into all your materials, including signs, stationery, banners, media materials, and Web site. The Kiwanis tagline: “Serving the Children of the World.”

Positioning statement

A positioning, or defining, statement often is referred to as an "elevator speech." It is something that can be delivered quickly to someone who knows little, if anything, about your organization. It is perhaps the most important component of your messaging package and should be short, compelling, and to the point. Kiwanis International’s Defining Statement:“Kiwanis is a global organization of volunteers dedicated to changing the world one child and one community at a time."

When developing your positioning statement, keep in mind its purpose is not to educate people about every program, service, or product your organization offers. Rather it should be designed to interest them in your overall mission, to get them to care enough about what you do—and your importance to the community—so that they will want to learn more.

Supporting statements

Think of supporting statements as talking points to be included into your speeches, presentations, printed materials, Web site, and elsewhere.

You can create dozens of supporting statements that can be used selectively to target different audiences.

Supporting statements may address:

• Your core values (caring and responsive to the needs of customers, for example; a reliable, trustworthy business partner; good stewards of public/private funding, etc.).
• The range of programs and services you offer.
• The impact of your work on the people you serve, as well as the community, in general.
• How long your organization has been in existence.

Here are a few Kiwanis supporting statements:

• Our members, Kiwanians, are service-minded men and women who are united in their commitment and compassion for others.
• Kiwanis members dedicate more than six million volunteer hours and invest more than US$100 million in service projects to strengthen communities and serve children every year.
• At Kiwanis, we want to ensure that all children have the opportunity to lead healthy, successful lives. We believe by helping one child, you help the world.
• Kiwanis International serves children and communities worldwide with nearly 600,000 adult and youth members in more than 90 nations.
• As one of the world’s leading community-service organizations, Kiwanis’ strength is that it is both international and local. Collectively, clubs have responded to global problems while continuing to address local needs.
• Kiwanians are ordinary people who perform extraordinary “hands-on” work. Our 270,000 adult members annually invest more than 6 million hours and $100 million in projects that strengthen our communities and serve children.
• Kiwanis International plays a special role in leadership development. Kiwanis-sponsored organizations teach community service and leadership skills to elementary through college-age students. Through these organizations, Kiwanis is passing the ideals of service to future generations.

In short, supporting statements bolster the brand by providing additional facts about your organization to various targeted audiences.

Logo

Your logo is the design cornerstone that should give all your materials a consistent look, style, and feel so people can identify immediately with your organization. (Think of McDonald's golden arches, Nike's swoosh, and, of course, the Red Cross's, red cross.)

In addition to being attractive and representative of your brand, think about the various ways you can use your logo and how difficult or expensive it may be to reproduce. Consider proportions, as well. A detailed logo that looks great on a large banner may not reproduce well when it is reduced small enough to fit on a business card. Also consider how it will look in color, black and white, faxed, enlarged, or reduced.

Your logo should be used uniformly and consistently on all your materials, including annual reports, brochures, fliers, report covers, press releases, video covers, etc.

Creating an effective messaging package will take some time, energy, and resources. But if used consistently, it's a great way to get everyone singing from the same song sheet; a way to produce harmony instead of noise when it comes to explaining who you are, what you do, how you do it—and why anyone should care enough to support you.

As you know, Kiwanis has a Graphic Standards Manual both on the Web site and available as a hard copy. A Resource CD with a small photo library, photos, and stationery templates also is available. Your club can request a graphic standards manual and/or Resource CD by contacting Kay Williams. Please provide a contact name and address.

Reprinted with permission: Checco Communications, Larry Checco, Principal, Phone: 1-301-384-6007, Fax: 1-301-384-6352,
E-mail: Larry.Checco@verizon.net.

PR Corner

Little things that make your reputation

Upholding a positive reputation for your Kiwanis club should be a consistent priority that goes beyond what you might consider public relations. While this is a responsibility you share with your club members and leaders, there are steps you can take to make your reputation shine:

• Extend genuine hospitality to every guest—whether Kiwanian, civic official, or reporter—who attends a Kiwanis meeting or event.

• Write thank-you letters to speakers and who contribute time, effort, or money to Kiwanis activities. Present a certificate of appreciation if appropriate. Certificates often are displayed on office walls, thus serving as a promotional poster for your club. (See the Kiwanis Family Store Catalog for available certificates.)

• Extend invitations to editors, station managers, mayors, school superintendents, and other public officials to visit Kiwanis meetings and get acquainted with your members.

• Write letters of congratulations to newly elected leaders of other service, civic, church, and community groups in your area.

• Send letters of appreciation to local public officials who perform their duties in an outstanding manner.

• Extend Kiwanis support to worthy community efforts such as the Red Cross blood bank, Salvation Army shelter, etc.

• Ensure Kiwanis representation on important civic bodies such as the chamber of commerce, school board, Community Chest, etc.

Every Kiwanis service project constitutes good public relations, whether it is publicized or not. However, no Kiwanis club can maintain its reputation

Merchandise Sidelines

Travel Bags for Your Kiwanis Convention Trips!

The Kiwanis Family Stores suggests carrying a Kiwanis bag with you as you travel to International and district conventions this summer! We offer a variety of sizes and styles for almost any trip you have planned. Shop online at www.kiwanis.org/store/ to see the full selection of bags offered in the Gifts, Novelty and Travel section. Here are two of our most popular bags.

New! Canvas Sun Seeker Tote Bag A huge 21-1/2" wide x 16" tall x 7" deep, the 100 percent canvas tote has a navy bottom panel and navy accents on the 26-inch handles. This bag features a navy imprint of Kiwanis' Defining Statement on the front pocket, an interior key strap, and Velcro closure at the top. Item 13442 - $18.00

Leather-look Duffle Bag Generous sizing and attractive embroidery of the Kiwanis logo will draw you to this leather-look duffle bag. Measures 19" long x 10-3/4" deep x 10" wide. Features include vented, zippered pockets at both ends; double handles with a Velcro-secured handle grip; optional shoulder strap; and a large front zippered pocket. Item 13450 - $35.00

Plan Ahead

To assist program directors in scheduling timely speakers, please take note of these dates:

September 1-30:

• Baby Safety Month – The Juvenile Products Manufacturers Association Inc. (JPMA), a national trade organization of juvenile-product manufacturers devoted to helping parents keep babies safe, is disseminating information to parents, grandparents, and other child caregivers about baby safety. For a free brochure, enclose a self-addressed, stamped envelope, indicate whether you would like this in English or Spanish, and send to: ATTN: JPMA Safety Brochure, JPMA PR Dept, 17000 Commerce Parkway, Ste C, Mount Laurel, New Jersey 08054.

• Children’s Eye Health and Safety Month – Prevent Blindness America directs its educational efforts to common causes of eye injuries and common eye problems among children. Materials that can easily be posted or distributed to the community will be provided. For info: Prevent Blindness America, 500 E. Remington Road, Schaumburg, Illinois 60173; phone, 800-331-2020.

• Children’s Good Manners Month – This is a national program of teachers and parents encouraging good manners in children. For info: “Dr. Manners,” Fleming Allaire, PhD, 35 Eastfield Street, Manchester, Connecticut 06040; phone, 860-643-0051.

• Library Card Sign-Up Month – National effort to sign up every child for a library card. For info: American Library Association, Public Information Office, 50 #. Huron Street, Chicago, Illinois 60611; phone: 312-280-5043; e-mail.

• National Humor in Business Month – Dedicated to creating awareness of the constructive and profitable ways humor in business can contribute to organizational success. For info: Darren J. La Croix, The Humor Institute, PO Box 557, Auburn, Massachusetts 01501; phone, 888-528-4451.

• National Piano Month – Recognizes the United States’ most popular instrument and its more than 20 million players. Also encourages piano study by people of all ages. For info: Donald W. Dillon, executive director, National Piano Foundation, 13140 Coit Road, Suite 320, LB 120, Dallas, Texas 75240-5737; phone, 972-233-9107; e-mail.

• National Sewing Month – Celebrates the art, craft, and hobby of sewing. The month-long celebration includes special sales, promotions, and education programs directed at increasing awareness of sewing. For info: Home Sewing Association, 1350 Broadway, Suite 1601, New York, New York 10018. Phone: 212-714-1633.

September 20:

• International Day of Prayer and Action for Habitat for Humanity – To further the goal of eliminating inadequate and poor housing. For info: Habitat for Humanity, 121 Habitat Street, Americus, Georgia 31708-3498; phone, 800-HABITAT or 912-924-6935.

September 22:

• Elephant Appreciation Day– Celebrate the Earth’s largest, most interesting, and most noble endangered land animal. Free info kit from: Wayne Hepburn, Mission Media Inc., PO Box 50095, Sarasota, Florida 34232; phone, 941-365-7787; e-mail.

September 22:

• Kiwanis Kids Day – Annual observance by Kiwanis clubs to recognize today’s children as tomorrow’s citizens. For info: Kiwanis International.
• Ancestor Appreciation Day – A day to learn about and appreciate one’s ancestors. For info: W. D. Chase, AAD Association, PO Box 3, Montague, Michigan 49437-0003.

October 1-31

• Month of the Young Adolescent – An annual national collaborative effort of education, health, and youth-oriented organizations, including Kiwanis International’s Builders Club. Initiated by the National Middle School Association, this month brings together a wide range of organizations to focus on the needs of this important age range, ages 10-15. For info: National Middle School Foundation; 800-528-NMSA (6672).
• Adopt a Shelter Dog Month – To promote the adoption of dogs from local shelters, the ASPCA sponsors this important observance. For info: ASPCA Public Affairs Dept., 424 E. 92nd St., New York, New York 10128; phone, 212-876-7700.
• Diversity Awareness Month – Celebrating, promoting, and appreciating the diversity of our society. For info: Carole Copeland Thomas, C. Thomas & Associates, 400 W. Cummings Park, PMB 1725-154, Woburn, Massachusetts 01801; phone, 800-801-6599; e-mail.
• National Breast Cancer Awareness Month – For info, call the National Breast Cancer Awareness Month Program toll-free at 877-880.NBCAM.
• National Cookie Month – For info, call Cookies for You, 117 S. Main Street, Minot, South Dakota 58701; phone, 701-839-4975 or 800-814-5334.
• National Depression Education and Awareness Month – A nonprofit campaign to educate patients, the elderly, and professionals about depression disorders. Kit of materials available for $15. For info: Frederick Mayer, president, Pharmacists Planning Service Inc., 101 Lucas Valley Road, #210, San Rafael, California 94903; phone: 415-479-8628; e-mail.
• National Roller Skating Month – A month-long celebration recognizing the health benefits and recreational enjoyment of this long-loved pastime. For info: Roller Skating Association, 6905 Corporate Drive, Indianapolis, Indiana 46278; phone, 317-347-2636; e-mail.

October 1-7

• Universal Children’s Week – To disseminate throughout the world info on the needs of children and to distribute copies of the Declaration of the Rights of the Child. For info, send $4 to cover printing expense, handling, and postage. For info: Stanley Drake, president, International Society of Friendship and Good Will, 8592 Roswell Road, Suite 434, Atlanta, Georgia 30350-1870.

October 16

• United Nations: World Food Day– Annual observance to heighten public awareness of the world food problem and to strengthen solidarity in the struggle against hunger, malnutrition, and poverty. For information: United Nations, Department of Public Information, New York, New York 10117; or Patricia Young, US National Committee for World Food Day, 2175 K Street NW, Washington DC, 20437. Phone, 202-653-2404.

Kiwanis Kudos

The Fargo Kiwanis Pancake Karnival - 1000 Places to See before you die in the US and Canada

Contacts

Send us your news clips. – We’re looking for club news!

Hundreds of Kiwanis clubs make the news each month. Newspaper clippings, TV tapes, and radio transcripts or tapes of Kiwanis-related news items will greatly assist the staff in discovering public relations and marketing success stories. Please send your club’s news clips, photos, or proven marketing ideas and any comments or suggestions for this e-newsletter to Alison Stilwell, Marketing Department, Kiwanis International, 3636 Woodview Trace, Indianapolis, Indiana 46268, or e-mail.

From the Archives

AN EARLY MORNING LINEUP OF TRANSPORTATION FOR THE 1932 DETROIT CONVENTION

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