1. Mission Based-Market Driven PR
We know everything we need to know about Marketing and PR1
We have knowledge and information about Zonta. We have iZonta
We know how to communicate. We are skilled at the Elevator Speech. We have iCommunicate
We know how to connect with the marketplace—potential members—because we are informed about 4 generations and what they respond to. We have iConnect
As of December 31, 2013 ZI had 29,406 members. Our goal for the biennium is 31,000
Membership initiatives: 1/16/2014 webinar. Next: March a membership challenge through end of April 2014 Jill Gehring, Membership Manager
iZonta iCommunicate iConnect

2. iZonta iCommunicate iConnect
Marketing and PR Tools
Resources
D15 Public Relations Guide
D15 Public Relations Plan
D15 Membership Recruitment, Retention and Revitalization Manual (revised , pages—one stop shopping
Membership, Recruitment PowerPoint; 32 slides
We also have all the tools we need to connect. PR Committee: Joanne Lose, Julie Dyer, Cynthia Chilcote when Denise Quarles was Governor
Documents are still useful.
So why is growing our membership at the rate we want still a problem for so many clubs? Many are looking for new ideas. This afternoon we’ll take a stab at a different approach to see if we can come up with some new strategies.
Transition to age categories for a quick reminder.
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3. Tips for a Marketing Plan
Show Matures how to take action in their own communities
Baby Boomers love options and change
Gen Xers need to feed appetite for information and learning
Millennials want it all
Matures 68 and older Duty
Boomers Identity
Gen X Entrepreneurial
Gen Y Community
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4. Circle of Influence You Closest Friends Associates through work
Business Owners You Know
Professionals You Know
Members of Organizations
You
You are being asked to use the Circle of Influence as a tool to target increasing the membership in your club. The concept is to select one circle to commit to and to write SMART goals and then development a marketing plan to recruit from that circle.
Ask participants to write a couple of names in a few categories at this time on their handout and then compare notes in their discussion team table.
Then teach how to write SMART goals and the steps of an Action Plan.
Each club member is asked to commit to an individual plan—even if they elect to partner with someone else in the club an to set an individual goal for the upcoming year.
This form in on ZI website under Member Resources/Tools/Club Tools/
Club Fundraising Tools
Your Relatives
People you do Business With
Most Successful People You Know
Your Neighbors

5. Write S.M.A.R.T. Goals Specific: Goals should be specific and detailed
Measurable: Criteria for measuring if met
Achievable: Can you make the goal come true?
Realistic: Are you willing and able to work on it?
Time Bound: The day, month, year
Specific: Do not set loose or broad goals. What you need to achieve; the number of members you will bring into the club in the next year.
Measurable: Must be clear and concrete. By completing steps in an Action Plan, what will happen step by step.
Achievable: Do you have the skills. Will this stretch you; not break you? Success and failures depend on practical goals. Goals should not be out of reach. They should be reasonable and achievable.
Realistic: Goals must be possible under current conditions. Will the goal lead to the desired results? What issues or roadblocks exist?
Timely: Goals should have a time frame for completing. Having a time frame will give structure and allow you to monitor progress.
Get participants to write a SMART goal for increasing membership and
write on the white board so they can check their work.
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6. Turn Goals Into Strategic Planning
Develop a Strategic Planning Worksheet
Write a S.M.A.R.T. Goal Statement
Describe Action Steps you will take to implement your goal
Select dates to implement or review steps
Answer: By completing these steps what will happen?
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7. Strategic Planning Continued
What resources do you need to achieve goal?
List issues and roadblocks that may stand in your way
Develop matrix-type worksheets with multi- levels of activity and deadlines
Use ZI Marketing and PR Resources
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8. iZonta iCommunicate iConnect
Small Group Activity
Partner with one or two others with your same interest from your Circle of Influence
Together write a S.M.A.R.T goal for each person
Begin the design of a Strategic Planning Worksheet
Review the Zonta District 15 PR Guide and the Zonta District 15 PR Plan for ideas
Put on table one copy of PR Guide and one copy of PR Plan
Ask them to leave them for the workshop on Sunday.
iZonta iCommunicate iConnect