Public Relations Campaign 2012
District 5580
Public Relations Campaign 2012

2012 is the fifth year District 5580 has received a grant from Rotary
International for Public Relations.

2012 is the first year we have been able to monitor the results of our broad
media activities.

We remain hopeful to receive a grant for 2012-2013. The application has
been submitted and the awards will be announced in June.

Following is an update of the progress made so far for 2011-2012.
Campaign Overview – Goals

Demonstrate Rotary in action

Continue to raise awareness among the general public in our region as to
the good work that is Rotary

Increase awareness, and interaction frequency within the targeted
population; increase membership within the District's clubs
Campaign Overview - Strategy

Execute an integrated communications plan throughout the District,
concentrating the messages in larger population areas and utilizing a
combination of media for maximum efficiency.

Create general awareness and ultimately drive traffic to the District Facebook
page; and on to Club websites or RI website

The District Facebook page will feature articles, stories and links to additional
Rotary online content

Targeting Heads of households, 25 to 54+, with household income of $40,000+
Campaign Overview - Tactics

Geo-targeted ads on Facebook begin in January and run through April 2012

Content for the Facebook page will be sourced automatically throughout the
Rotary year via “likes” and links, as well as selected content added by a
team of editors, seeking relevant content from throughout the District, and
from submissions from District Rotarians
Campaign Overview - Tactics

North Dakota Public Radio schedule January through April 2012, with News
Sponsorships, twice daily, during weekday’s Morning Edition; message will
refer listeners to the District Facebook page

Minnesota Public Radio schedule beginning late January through mid-April
2012 with News Sponsorships, during the morning show three days per
week on eight stations; message will refer listeners to the District Facebook
page

Flights in print begin in February 2012, with insertions in the February and
April edition of Prairie Business and bimonthly insertions in Thunder Bay
Source
Print Ads – Business Publications
Radio Sponsorship Messages – Public Radio

By working together, we can eradicate polio. Rotary is humanity in motion.
Find out more about Rotary in your area, on Facebook at District fifty-fiveeighty. District five-five-eight-zero.

By working together, we can feed the hungry. Rotary is humanity in motion.
Find out more about Rotary in your area, on Facebook at District fifty-fiveeighty. District five-five-eight-zero.

By working together, we can help children do better in school. Rotary is
humanity in motion. Find out more about Rotary in your area, on Facebook
at District fifty-five-eighty. District five-five-eight-zero.
Results Measurement - Facebook
Periods with
higher posting
activity.
Posting drives
visits and ‘liking’
activity.
Periods of
lower posting
activity.
Results Measurement
- Facebook
Visitors are more
than twice as likely
to be female.
And from the United
States, though
Thunder Bay residents
take the lead for cities.
Results Measurement - Facebook
Online ads are working,
and visitors are liking
posts when they return.
Results Measurement - Facebook
The number of people
who created a story
about our page.
Unique people who saw
a story published by a
friend about our page.
Results Measurement - Facebook
Number of likes
increased with each
post to the page.
Visitors passedalong their affinity
for topics posted.
The number of
conversations
is increasing.
Results
Measurement
Facebook
How many people saw any
content from our page through
any of several means.
How many people saw any page
content by the number of times
people viewed the page.
Results Measurement - Facebook
Results of who we
reached in during
Q1 2012.
Results Measurement - Facebook
Results of who we
reached in during
Q1 2012.
Rotary District 5580 - Facebook Page
Rotary District 5580 - Facebook Page