Bar Harbor (MDI) Rotary Public Relations/Marketing Plan

2006/07 through 2010/11

GOALS:

 

 

 I. Build a stronger community awareness of the Bar Harbor (MDI) Rotary Club

 

2006/07 and 2007/08

 

      1.  Institute plans to reach each segment of the community

 

      a.  Elementary/High School

  1. Encourage the Interact Club to acknowledge its Rotary sponsorship at all activities (Toni Joerres/Interact Liaison)
  2. Promote Rotary presence at MDI High School Blood Drive with display board, signage, banner, etc. (Bill Weir/Blood Drive Coordinator)
  3. Increase Rotary visibility at Vocational Fair with display board, signage, banner, etc. (Todd Hardy/Vocational Fair Coordinator)
  4. Encourage Rotarians to wear “Rotary at Work” T-Shirts or other visible identification at all youth-related volunteer activities (Club)                                               

 

b. College/Young Professionals

  1. Sponsor two Rotary Youth Leadership candidates to attend the Leadership Adventure (Club)
  2. Entertain and publicize an International Group Study Exchange (Mike Bonsey/Project Coordinator)

 

c. Adults/Business Community

  1. Use monthly Rotary newspaper column to show Rotary’s service to the following (PR-Marketing Committee):
  2. Consider enhancing the website to include a calendar supporting the community’s non-profit events; publicize this community service as a way of driving the community to the club website; announce website in newspaper column (PR-Marketing Committee)

 

  1. Encourage Rotarians to wear their Rotary pins at work (Club)

 

  1. Exhibit display board at the Seafood Festival with list of activities Rotary supports (PR-Marketing Committee)

 

  1. Encourage Rotarians to put Rotary stickers on their cars (Club)

 

  1. POSSIBLE ADDENDUM for 2007/08: Community calendar board between banks (Benni McMullen/President)

 

2008/09 through 2010/11

 

1.  Review the results of efforts made in reaching each segment of the community

 

a. Elementary/High School

  1. Review and continue programs that were successfully instituted in 2006/07
  2. Replace projects that lack progress

 

b. College/Young Professionals

  1. Review and continue programs that were successfully instituted in 2006/2007
  2. Replace projects that lacked progress
  3. Encourage the Service Committee to form a Rotaract Club at College of the Atlantic for college/university students and young professionals ages 18 to 30

 

c. Adults/Business Community

  1. Review and continue programs that were successfully instituted in 2006/07
  2. Replace projects that lacked progress
  3. Encourage Rotarians to participate in an international travel project

 

Budget for 2006/07

 

      1.  Display board and associated supplies: $325

     

Budget for 2007/08 through 2010/11

1.  Annual budget of $500 per year

2.  Community calendar between banks (tentative; estimate to come)

 

II. Market Rotary to club members

 

2006/07 and 2007/08

 

  1. Ensure all club members know about upcoming events, activities, and meetings
    1. Solicit Rotary event dates and deadlines, along with contact information for event planner, from committee chairs (Club)
    2. Post a club calendar on the website including event dates, deadlines, contact information, meeting locations, program assignments, and other pertinent club information (Ron Wrobel/Website Manager)
    3. Use the calendar information in the weekly bulletin (Barbara Fox/Bulletin Editor)

 

  1. Ensure all club members are aware of, have access to, and visit frequently our club website
    1. Encourage club members writing about club business via e-mail to include the club web address in correspondence as a tag line (Club)
    2. Include a weekly trivia question on the website about the club or club members to encourage them to visit the website (Lisa Horsch/PR-Marketing Committee)

                                                               i.      ask club members to submit questions and answers

                                                             ii.      award prize such as an additional raffle ticket for free lunch to each winner

 

  1. Ensure all club members receive and read the weekly club e-mail (Benni McMullen/President to write e-mail; Lisa Horsch/PR-Marketing Committee to gather and provide trivia questions and answers)
    1. Include a weekly trivia question in the e-mail about the club or club members to encourage them to read the email

                                                               i.      ask club members to submit questions and answers

                                                             ii.      award prize such as an additional raffle ticket for free lunch to each winner

    1. Include a tagline about the club at the end of each club e-mail to spread the mission and accomplishments of the club both internally and to an external audience
    2. Include the web address at the end of each e-mail to provide easy access to the website

 

  1. Send e-news alerts to club members when we have pressing news or upcoming deadlines (Benni McMullen/President; Committee Chairs and Project Chairs)
    1. Provide a sample release to all club members to use as a model when sending e-news alerts
    2. Encourage committee leaders to send e-news alerts when appropriate (ie: send e-mail day before golf tournament signup deadline to encourage more people to golf)

 

  1. Continue providing weekly bulletin at meetings highlighting weekly meeting topics, upcoming events, Rotary news, birthday dates, anniversary dates, and member contact information; spotlight a club member on a regular basis (Barbara Fox/Bulletin Editor)

 

  1. Develop and maintain a club scrapbook (Amy DeMerchant/PR-Marketing Committee)
    1. Make one sample page for the scrapbook featuring a recent event (ie: Seafood Festival) to encourage members to submit photographs (on paper or electronically) and other items to be archived
    2. Sort through items already submitted and develop a plan for archiving them in the scrapbook
    3. Co-host with the fellowship committee a gathering to scrapbook materials we have already gathered from past events

 

  1. Write a one-page document highlighting our history, milestones, contact information, and recent accomplishments (Jenn Bridgers/PR-Marketing Committee)
    1. Ask committee leaders to submit committee accomplishments from last club year
    2. Use the document to educate current members, to include in prospective member club packets, and to circulate throughout the local community to make them more aware of our club activities and mission
  2. Develop a concise tagline to use in emails, news releases, on the website, and in other documents that highlights our club and accomplishments (Lisa Horsch/PR-Marketing Committee)
    1. Include brief history, club officers, contact information, number of projects supported in the last year, and money raised.

 

  1. Reinstate classification talks by all club members (Benni McMullen/President)

 

Budget for 2006/07

1. Scrapbook expenses: $75

 

Budget for 2007/08 through 2010/11

1. $50 per year

 

III. Publicize Rotary Projects and Events

 

2006/07 and 2007/08

 

1. Events

            a. News media (PR-Marketing Committee)

·        Use monthly column in Bar Harbor Times and Mount Desert Islander to promote upcoming events; include photo when possible

·        Issue news releases and calendar listings to further promote events, as needed

·        Distribute public service announcements about events to broadcast media including the Acadia Channel

·        Encourage TV and radio coverage of events

·        Issue follow-up news release with results of events, plus photos

·        Ensure that local newspapers include up-to-date information about Rotary meetings in weekly calendars

·        Investigate possibility of listing Rotary meetings and events on municipal TV channel; implement as indicated

·        Provide photos to media announcing special occasions, such as induction of new officers, check presentations, awards, recognition of volunteers, and induction of new members

·        Consider paid advertising in local and regional media for fundraising events such as the Seafood Festival and Adventure Golf; implement as indicated (BUDGET ITEM)

 

b. Other avenues of communication (PR-Marketing Committee)

·        Produce and distribute posters and fliers for events, with assistance from other Club members

·        Use Rotary web site to promote events

·        Investigate possible use of other web sites to promote Rotary events, including Town of Bar Harbor, Chamber of Commerce (if Rotary becomes a member), College of the Atlantic; implement as indicated

·        Investigate possible promotion of Rotary events through church bulletins and announcements; implement as indicated

·        Provide information to Jackson Laboratory bulletin

 

2.  Projects

a.  News media (PR-Marketing Committee)

·        Use monthly column to inform community of Rotary projects – local, national and international

·        Develop and distribute in-depth feature articles about special projects to local media

·        Develop and distribute articles to Rotary magazine; when published, announce in local media

·        Contact media with suggestions for feature articles about projects; invite media to club meetings to hear speakers discussing these projects

·        Through media, invite public to hear speakers on Rotary projects, requiring reservations in advance

·        Provide media with photos of club members working on service projects

 

b.  Other avenues of communication (PR-Marketing Committee)

·        Publicize projects on Rotary web site

 

 

2008/09 through 2010/11

 

1. Evaluate results of action steps taken in years 2006/07 and 2007/08

 

2. Refine marketing plan and budget to reflect evaluation and increase effectiveness

 

3. Implement revised plan

 

Budget for 2006/07

1. Paid advertising (tentative): $1,000

2. Fliers and posters: $100

 

Budget for 2007/08 through 2010/11

1.  Paid advertising (tentative):  $1,100 per year

2.  Fliers and posters: $125 per year

 

 

 

III.  Continue to develop and enhance the web site

 

2006/07 and 2007/08

 

(Ron Wrobel/PR-Marketing Committee)

 

1.  Keep the website current and enhance the items that are currently on the website

      a. Update the list of community service projects and description of each

      b. Continue development of the new photo album section

 

2.  Ensure that the following items are continuously updated:

a.  President’s summary of each weekly meeting

b.  Rotary Roundup column from the newspapers

c.  Monthly financial reports (available to members only)

d.  Times and places for regular meetings

e.  List of upcoming events

f.  Member list (contact information for members only)

 

3. Ensure that the following items are updated as needed, at least annually:

a. List of past presidents and write-ups by each one

b. List of community service projects and description of each

c. Photo album

d. Miscellaneous other pages

 

2008/09 through 2010/11

 

1. Evaluate results of action steps taken in years 2006/07 and 2007/08

 

2. Refine plan to reflect evaluation and increase effectiveness

 

3. Consider incorporating new features into website

 

4. Implement revised plan

 

Budget for 2006/07

1. $400 annual fee

 

Budget for 2007/08 through 2010/11

1. $450 annual fee

 

 

Appendix I: 2006/07 Expense Budget

 

Display board and associated supplies               $  325

Scrapbook expenses                                                          75

Advertising for fundraising events                                  1,000 (if sponsor-funded)

Fliers and posters                                                             100

Annual fee for website                                          400

 

TOTAL                                                                        $1,900

 

 

 

Appendix II: Media Contacts

 

Television

 

WLBZ (Channel 2)                                                                 942-4821

P.O. Box 415                                                                           942-2109 fax

Bangor, ME 04401                                                                  bevans@wlbz.gannett.com

Bob Evans, Assignment Editor                                      Ext 556

 

Filing Deadlines:

Community calendar, 3 weeks in advance                                 945-6816 fax

(Focus is on the environment)

 

WABI (Channel 5)                                                                 664-0589 Main                       

35 Hildreth Street                                                                     664-0590 Ellsworth                 

Bangor, ME 04401

Phil Robertson, Assignment Editor                                            947-8321 Bangor

Susan Farley, Ellsworth Bureau Chief                            942-0016 fax

Alan Grover                                                                             5news@wabi.tv

Filing Deadlines:                                                                        sfarley@wabi.tv

Community calendar, 3 weeks in advance

 

WVII (Channel 7)                                                                  945-6457 x3122

371 Target Industrial Circle                                                       945-6864 fax

Bangor, ME 04401

Amy Belanger, Assignment Editor                                             tv7news@wvii.com

 

Radio

 

Maine Public Broadcasting Network                                    800-884-1717

P.O. Box 1628                                                                         941-1010

Portland, ME 04101                                                                 761-0318 fax

kshortall@mpbc.org                                         bcariddi@mpbc.org

Charlotte Albright & Keith Shortall, Reporters              874-6570

Sara Nics, News producer                                                       snics@mpbn.net

Susan Sharon, Deputy News Director                           874-2296 fax

Keith McKeen, Reporter                                                          942-2857 fax

 

WABI AM/WBGW FM                                                        947-8321

35 Hildreth Street                                                                     941-9378 fax

Bangor, ME 04401                                                                 

Filing deadline:                                                             

 

WWMJ 95.7 FM / WDEA 1370 AM, 92.9 / WEZQ            667-9555

P.O. Box 100                                                                           989-5685 fax

Brewer, ME 04412                                                                                         

Lucky 99, KISS 94.5 FM, WBFB, & WLKE                       667-7573        

Buttermilk Road                                                                       667-9494 fax

P.O. Box 1107                                                            

Ellsworth, ME 04605

 

WERU 89.9 FM                                                                     469-6600 office

Matt Murphy                                                                            469-0500 studio

P.O. Box 170                                                                           469-8961 fax

East Orland, ME 04431                                                           info@weru.org                        

 

WBAC 107.7 FM                                                                   667-9800

Karen Maloney                                                                        667-3900 fax

98 Main Street                                                            

Ellsworth, ME 04605

 

WQCB Radio (Q106)                                                            989-5204

P.O. Box 100                                                                           989-5685 fax

Brewer, ME 04412                                                                 

Newspapers

 

BAR HARBOR TIMES                                                       Thursday publication

Greg Fish, Editor                                                                      288-3311

P.O. Box 68                                                                             288-5813 fax

Bar Harbor, ME 04609                                                            gfish@courierpub.com

Photographer, Peter Travers                                                     Mon. before 5pm-(news releases)        

Filing Deadlines:                                                                        bhtmail@courierpub.com

Community calendar, Friday prior, 2 pm                                   www.barharbortimes.com

Summertime pullout, April deadline                                           Cathy MacDonald-(for advertising)

 

MOUNT DESERT ISLANDER                                           Thursday publication

Earl Brechlin, Editor                                                                  288-0556

P.O. Box 900                                                                           288-0559 fax

Bar Harbor, ME 04609                                                            www.mdislander.com

Fred Berry, advertising                                                 ebrechlin@mdislander.com

 

ELLSWORTH AMERICAN                                                Thursday publication                

Managing Editor, Stephen Fay                                      667-2576

Assistant Managing Editor, Steven Pappas                                667-7656 fax

P.O. Box 509                                                                           news@ellsworthamerican.com

Ellsworth, ME 04605                                                               ads@ellsworthamerican.com

Editorial Page Editor, Hugh Bowdon                                         www.ellsworthamerican.com

Copy Editor, Jeanette Violet

MDI reporter, Craig Crosby    

Community Calendar, 1 week in advance

Press release, Friday prior

Out & About pullout, seasonal deadlines

Ad deadline, Monday 5:00 pm

 

PENOBSCOT BAY PRESS                                                  374-2341

(Island Ad-Vantages, Deer Isle; Castine Patriot; Blue

Hill Weekly Packet)

Editor, Nat Barrows                                                                 374-2343 fax

P.O. Box 646                                                                          

Blue Hill, ME 04614

 

DOWNEAST COASTAL PRESS

Fred Hastings, Editor                                                                259-7751

2413 Cutler Road                                                                     259-2026 fax

Cutler, ME 04626                                                                    downeastcoastal@earthlink.net

Reporter, Nancy Beal

 

BANGOR DAILY NEWS     (Daily publication)                     990-8000 (general number)

Mark Woodard, Executive Editor                                             990-8239

Todd Benoit, Editorial page editor                                             990-8299

Hancock County Office                                                            667-9393

P.O. Box 727                                                                           667-4034 fax

Ellsworth, ME 04605                                                               800-432-7964 classifieds

Hancock reporter, Rich Hewitt                                     664-0524 work

MDI reporter, Bill Trotter                                                         btrotters@bangordailynews.net

                                                                                                479-2820 cell

Advertisements, Pat Horne                                                       664-0523

Filing deadline:                                                              941-9476 fax

Community calendar, Thursday two weeks in advance 

calendar@bangordailynews.net                                     941-9476 fax

News release, 1 week in advance

Experience Maine Pullout, May deadline                                   classifieds@bangordailynews.net

 

PORTLAND PRESS HERALD                                           800- 442-6036

Editor, Jeannie Guttman                                                            791-6924 fax

P.O. Box 1460                                                            

Portland, ME 04104    

Display ads                                                                               791-6151        

Display fax                                                                               791-6910 fax

Reporters:                                                                                791-6920 fax

Dennis Hoey     (Brunswick)                                                      725-8795

Deirdre Fleming                                                                        Ext 6452

Community news 10-14 days prior (Wednesday & Thursday issues)

News releases, 10-14 days prior

 

ASSOCIATED PRESS (PORTLAND)                                800-585-4656

Reporter, David Sharp                                                  774-6625 fax

P.O Box 15008                                                                        dsharp@ap.org

Portland, ME 04112

Magazines

 

DOWN EAST                                                                        594-5944 or 800-766-1670

Editor, Paul Doiron                                                                   594-7215 fax

Calendar editor, Allister Timms

P.O. Box 679

Camden, ME 04843

News releases, six months in advance

 

THE ROTARIAN                                                                  847-866-3092

Tiffany Woods, Editor                                                  847-866-9732 fax

1560 Sherman Avenue                                                

Evanston, IL 60201