Kickoff Meeting (08/05/2024)

Summary of the Aloha Action Campaign Kickoff Meeting

The meeting has been recorded and is available on our YouTube channel https://youtu.be/z33duVVUHUA

• Joshua Laguana, Public Image District Chair
• Ted Faigle, District Governor
• Sandy Matsui, Past District Governor
• Roz Cooper, Past District Governor
• Konrad Ikei, Webmaster
• Nathan Graves, Community Service Chair
• Janet Kelly, Media Buyer
• Nicole Balthazar, Rotaract Representative
• Kathy Lum

• Joshua Laguana introduced the meeting, emphasizing the importance of Aloha and its deeper meaning of mutual regard and affection.

• Ted Faigle provided an overview of the grant origin and the need for outbound marketing to non-Rotarians.
• Discussed the $10,000 budget (including $3,000 in grant funds and $7,000 in district matching funds).

• Konrad Ikei explained the multi-faceted nature of the "Aloha Action" campaign.
  • Objectives:
    1. Raise awareness of Hawaii Rotary.
    2. Promote Rotary’s People of Action service projects.
    3. Generate membership interest through the Rotary Experience Pass program.

• Multi-Channel Campaign: TV, print, social media, public promotions, and email marketing.
• Experience Pass Program: Engage individuals in Rotary events, collect stamps, and participate in a contest.
• Community Engagement: Participate in events, distribute flyers, and leverage social media.

• Goal to enroll 4,000 individuals in the Rotary Experience Pass by March 2025.
• Aim for a 5% conversion rate to Rotary membership.

• TV Ad Buys: $3,000
• Print Ad Buys: $2,000
• Social Media Ad Buys: $1,000
• Public Promotion: $4,000

• Janet proposed a media buying strategy to maximize the budget through negotiations and matching offers from TV stations.

• Konrad outlined the timeline, aiming to have processes in place by the end of August, with campaign activities ramping up from September to November.

• Discussion on realistic goals and conversion rates.
• Emphasis on making the campaign easy for clubs to participate in.
• Suggestions to include Rotaract in the campaign and provide necessary support for their activities.

1. Develop Processes:
   • Ensure membership, community service, and public image processes are in place by the end of August.
   • Define the method for collecting and managing contact information from event participants.
2. Create Marketing Materials:
   • Develop TV, print, and social media ads with a clear call-to-action directing to the campaign landing page.
3. Build the Experience Pass Program:
   • Design the Rotary Experience Pass and gamify the process to engage participants.
4. Engage Clubs:
   • Inform clubs about the campaign and enlist their support in promoting service projects and engaging new leads.
5. Set Up Meetings:
   • Schedule follow-up meetings with key stakeholders (e.g., Janet, Nicole) to finalize plans and address specific needs.
6. Launch Campaign:
   • Begin campaign activities in September, with a public rollout in October-November.

• Joshua Laguana and team to finalize the creative development and media buying plan.
• Nathan Graves to coordinate with community service chairs for project postings.
• Konrad Ikei to set up the campaign landing page and manage the database.
• Membership committee to design the email drip campaign for nurturing leads.

• The meeting has been recorded and will be posted on the Rotary YouTube channel for reference.

• Joshua thanked everyone for their participation and commitment to making the "Aloha Action" campaign a success.