How Rotary is Creating Global Buy-In for Its Action Plan

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Strategic planning has typically been divorced from (or at best tangential to) an institution’s marketing or branding functions. The strategic plan is a tool, not a tagline, right? It’s supposed to be the dry result of a dutiful exercise. Rotary International was determined that the plan in which they had invested so much time and energy (including global surveys with over 1 million people, both members and the general public) would not meet a similar fate. What’s more, they believed that marketing could play an essential role in turning the plan into a reality, not only at the leadership level, but also at the grassroots around the globe. This session will look at how Rotary is building momentum for their “Action Plan” by taking it to the streets—in multiple languages--and using it as both a road map and an animating force for the organization.

Session Takeaways:

  • The role of marketing in strategic planning implementation
  • How to create strategic plan champions; translating strategic language into emotional rallying cries
  • Creating and implementing a marketing plan that encourages ownership by every member of an organization

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Start: Thursday, November 12, 2020 at 3:00pm

End: Thursday, November 12, 2020 at 4:00pm



Chaunda Roseborough-Smith
Director of Marketing & Communications | Rotary International

Chaunda Roseborough-Smith is the director of marketing and communications, overseeing Rotary International’s marketing, public relations, corporate communications, heritage communications, social media and celebrity engagement teams. She joined Rotary in 2015.

Alexia Koelling
Executive Vice President, Consulting and Account Management | Lipman Hearne

Alexia Koelling is a communications planning specialist with more than 15 years of experience leading multifunctional teams. She is a multi-award-winning associate media director, project and stewardship manager. In addition to leading the Consulting and Account Management team at Lipman Hearne, Alexia has served clients including the World Wildlife Foundation, the University of Pittsburgh, Gonzaga, Vanderbilt University, the Ministers and Missionaries Benefits Board, 50CAN, and the Woodrow Wilson Foundation. Alexia holds a B.A. in history from the University of Chicago and is a Master Project Manager (AAPM). In addition to her work at Lipman Hearne, Alexia is involved in Chicago’s running community. She acted as marketing director for the Gargoyle Gallop 8k, a charity fundraiser for the local literacy center, and has served as a volunteer beginner’s running coach and pace leader for CARA and I-Run's marathon training program. She is currently a coach with Chicago Endurance Sports.

Libby Morse
Senior Vice President, Creative Director | Lipman Hearne

A lightning-fast thinker and conceptual strategist, Libby has a knack for getting to the heart of what makes people affiliate with our clients. As a creative director and writer, she’s worked with hundreds of organizations to launch and strengthen their brands, creating campaigns that not only persuade but endure. Her vision, enthusiasm, and talent lead to engaging creative ideas at every step of the process, from the initial germ of an idea to award-winning implementations. Libby holds a B.A. in English from the University of Chicago, and she has completed graduate work in drama at the University of Virginia. In a previous career, she wrote national and regional television, radio, and print campaigns for General Mills, Clorox, Anheuser-Busch, and Hasbro, among others. She is a voracious reader who tweets throughout the day, and she claims that many of her best ideas have come to her while shopping at Costco.