One such PR Grant application states:
Overall, the campaign is aimed at engaging
the community by showing a deliberately broad cross-section audience that
Rotary is essentially a vehicle by which they can personally drive positive
change in the community around them.
This strategy of engagement aims to break
down a perception that "Rotary is for someone else" by focussing the
invitation not just on being part of "Rotary" (i.e. relying on consumers'
pre-existing conceptions of Rotary and perceptions of the person selling the
Rotary brand to attract prospective members / partners), but more so upon
inviting others to try / derive the benefits of the product / service (i.e.
meeting the consumers' pre-existing needs, desires and values) such as
exercising their values and will to "give back" or "do good in
the community".
Applications are due to be submitted by 15 August.
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