Pr Manual

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Public Relations and Marketing Guide

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Dedicated to the tenets of

service,

leadership, and fellowship

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Table of Contents

Introduction

The Role of CKI Marketing and Public Relations Page 2

Chapter 1

Public Relations 101 Page 3

Chapter 2

Working with the News Media Page 8

Chapter 3

Opportunities Beyond Traditional Media Relations Page 10

Chapter 4

Member Communications Page 12

Chapter 5

Assistance from CKI and Kiwanis International: The Resources Available to You Page 13

Chapter 6

Marketing and Branding Overview Page 15 Additional Resources Page 17

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Introduction

The Role of Circle K International (CKI) Marketing and Public Relations

The role of marketing and public relations, therefore, is more vital than ever before. While essential to its success, publicity is not the primary reason for marketing and public relations. The basic goals are increasing the recognition and understanding of CKI so that members and clubs can serve their communities.

Though CKI is recognized on many college campuses with strong and active clubs, a growing number of worthy causes and special-interest groups have risen to compete for the attention and support of college students and the public.

Campus and community recognition of CKI benefit your club in a variety of ways. In the community, it helps introduce potential supporters to the organization and makes it easier to solicit public assistance for CKI’s service work. On campus, it helps recruit new members and build pride in existing membership that leads to better meeting attendance, greater participation by members in fundraising and service projects, and stronger retention.

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Chapter One

Examples of Newsworthy Events and Activities

Public Relations 101

• Service projects—both the announcement of new projects and progress reports on continuing projects.

Building Media Relationships

• Club anniversaries or milestones.

Every contact or communication between your club and nonmembers has a public relations (PR) dimension. But the most important function—at least the most widely known—is publicity, which brings awareness to the organization and your club. Listed below are some ways to initiate a PR program in your community:

• Members who are doing something significant in the community. • Elections—list all the persons elected, and make sure your information is accurate. • Special honors won by the club or individual members.

• Conduct a media survey. Identify every newspaper,

community magazine, radio and television broadcast and cable station, and community Web site that reaches your local audience, on and off campus.

• Stories originated from the International Office about CKI service programs, to which your club’s involvement can be added to provide a local angle.

• Use the information you gather to create and

maintain your own list of editors, reporters, and news directors to contact with your service story ideas. Most libraries have media directories that list every daily and weekly newspaper. Similar directories for various regions, states or provinces, and nations can be found on the World Wide Web. Collect addresses, phone and fax numbers, e-mail addresses, and useful information, such as publication deadlines.

• Ask questions! How can you better serve the news

professionals in your area? Don’t view your public relations job as the task of getting something from the editors and news directors; your function actually is to help them do their jobs.

Once you’ve assembled this information, arrange to introduce yourself to members of all on-campus media as well as reporters and/or producers of major community media outlets, including the local newspapers and radio and television stations in your area.

• Keep it brief. Don’t attempt to push stories on

your initial visit. Instead, find out what kind of CKI news they may be interested in covering. Do they prefer telephone calls in advance of your meeting or event? Do they prefer mail, fax, or e-mail when being contacted? What are their daily and weekly deadlines?

When preparing for a visit to one of your local media venues:

Whatever they prefer, do your best to accommodate them. And remember: news people are busy. Furnish them with information that is really news. This is a genuine service they will appreciate, and you’ll achieve better coverage because of it.

• Consider the “gatekeeper.” Be prepared to meet

this individual who screens incoming news releases and makes the initial decision on which items are worth reporting.

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The club’s greatest public relations asset is its commitment to

service.

10 Tips for Selling Your Stories 1. Use anecdotes, analogies, and examples as storytelling tools. 2. Get to the point. Start with your main point, not background information. When answering a question, state your key message first, then give your reasons. 3. Make it newsworthy. Focus on why the journalist’s audience will care. Use surveys, trends, and consumer benefits to prove your story is newsworthy. 4. Be clear. Don’t make reporters work to understand your story. 5. It’s a numbers game. Success is built on relationships. Build relationships and keep trying. The key is to win enough to be successful, and to win as many of the big ones as possible.

What Makes News? Routine meetings involving only club members will receive little or no attention because they have no significance to nonmembers. The more significant your activity is to the rest of the campus or the community in general, the greater its “news value” and the more space or airtime it will receive.

6. Speak with care. Assume anything you say, can, and will be used in the story. 7. If a reporter calls, understand the story the reporter is working on and gather your facts. Before you respond to a reporter’s questions, you have a right to know what the story is about and what the reporter needs from you.

The club’s greatest public relations asset is its commitment to service. By their very nature, most CKI service projects and fundraising efforts that help pay for them, qualify as news. Consider service tied to major observances such as CKI Community Service and Awareness Week, Kiwanis One Day and Kiwanis Family Month. When a club raises funds to help needy families, organizes a community cleanup, or conducts a read-in for community youngsters, the news value is clear.

8. Be positive. Don’t repeat accusations or negative comments, even to deny or rebut them. Reporter’s questions are seldom quoted. Your answers are. 9. Don’t guess or speculate. “What if” questions are dangerous. 10. Avoid jargon and difficult-to-understand words.

Keep a calendar or “future file” of all upcoming activities and events, and plan PR actions in advance to maximize opportunities to tell the story.

— Jerry Brown, former AP reporter

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Using Photography • Check photography requirements before submitting photos.

How to Present CKI News • Pictures must always be sharp, well-composed, and large prints, 5” x 7” or 8” x 10.” Snapshots, Polaroid’s, or slides usually can’t be used; they don’t reproduce clearly.

When you’re ready to present CKI news to the media, you’ll need to do several things: • Send your news release in advance by e-mail, fax,

postal mail (see “How to Reach the Media” in Chapter Two).

• Digital photos don’t require processing and can be e-mailed to the editor immediately.

• Submit exciting photos. “Action” shots are most

likely to be used. Pictures that show hands-on service, children, or an event in progress will have more success in being placed than dull line-ups, handshakes, and check or plaque passing.

• Before submitting a digital photo, determine the newpaper’s preferred resolution (75, 150, or 300 dots per inch) and graphic-file format (tif, jpg, bmp, etc.).

• Follow up with the journalist to make sure he/she

received your release and to gauge his or her interest in using the material, but do not pressure them to use the information. If they’re interested, they’ll contact you.

• Don’t assume photographs will be returned to you. Some newspapers will return photos, if you ask, but this is extra work and isn’t routine. It’s best to have all photos copied so they don’t have to be returned.

Understand that your story may not always run. Most likely, the story just didn’t have enough news value for the public the newspaper or broadcasting station serves. Also, news of a higher priority could have filled all available space or airtime that day. Due to space limitations, it is common for only a small portion of your story to be used; that is why it is crucial to include the most important information in your story up-front, because the rest may be cut. However you choose to communicate your news, be sure that you inform all news media concerned. Don’t play favorites, especially if your story really has news value.

Get to the point 5

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Leave a lasting

impression.

of your spokespeople to reinforce a “live” feel to the story. Or, prepare a “standard” paragraph that provides additional information about your club, its history and mission, and a contact person. This information often will be cut so make sure your second to last paragraph can also make a good closing.

Using News Releases A news release is often the preferred method for media outlets to receive news. However, not all news releases are successful. Consider these tips when customizing your release and distributing it to media: • The headline sells. Editors faced with a desk full of news releases look for something to attract their interest, so sell your news via the headline. Be concise and exciting, not mundane and predictable. Determine the most important news in the release and convey it in a one-liner that sells.

Please refer to the news release samples at the end of the guide for more information on how to develop a news release for media.

Letters to the Editor If you want to control the information that is printed about your club and its activities, consider writing a letter to the editor of your local newspaper. A letter to the editor eliminates the need for a reporter and lets you speak directly to the newspaper’s readers.

• The five Ws and H. Remember primary school composition? The necessary elements of the release are who, what, where, why, when, and how. Account for them at the beginning of the release. Editors appreciate seeing the critical information on top.

Letters to the editor usually take one of two forms: either responding to something previously printed in the newspaper; or thanking your school or community for its support at the conclusion of a project or fundraiser. A letter to the editor might also solicit campus or community support for a club goal, but such appeals could just as easily be placed in the news columns instead of the editorial page.

• Quotes add spice. Add a quote from the appropriate representative of your club to your release. If your news involves a second organization or a beneficiary, a quote from the other organization adds balance. Quotes identify a contact for potential interviews and lend credibility to the story. However, don’t confuse the story by quoting too many different individuals. At least one quoted person is necessary, two are good, and three, too many.

It is recommended that you include your full name, organization name, title, school and home addresses, telephone number, and e-mail address. This contact information will not be published, but many publications require it in order to verify that the writer lives or works within the paper’s coverage area.

• Just the facts. You’ve got the readers’ attention, so now reinforce the message with facts. Focus on how the news will have an impact on your community and its citizens.

Scan the news and feature pages regularly. Often, you can respond to an article that is not specifically about CKI by providing your club’s point of view. For instance,

• Finish strong. Leave a lasting impression. A very effective close is to use a profound quote from one

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you can respond to an article about community service by explaining how CKI serves an important role in teaching tomorrow’s leaders about the importance of service. Turn to the back of this handbook, for a sample letter to the editor.

• Finding the right timing. Op-Eds should present an

argument that is relevant and timely. For example, there might be a recent news item involving children in your community or a particular community issue for which your club could urge support. Op-Ed page editors are not looking for event announcements, promotional materials or generic ideas.

Letter to the Editor Tips: • Check the editorial page for instructions on how to

submit letters to the editor. • Communicate your message, but be as brief as

• Who is delivering your message? Find a well-known

possible. Read published letters to get a feel for how long your letter should be.

person—perhaps your club president or a well-known community figure—who can sign the Op-Ed column’s byline. Be sure to include that person’s title, home address, phone number, and e-mail address when you submit the Op-Ed piece, in case the publication would like to verify any information.

• Your letter should include a brief introduction about

your club and its service to the community. • Be clear. If you are thanking individuals or businesses,

mention their names (and be sure to include the newspaper if it published even a small story about the activity). If you are seeking donations, make sure to identify a collection point and the times that items can be dropped off.

• Short and sweet. Aim to keep your Op-Ed to fewer

than 650 words. After writing a first draft, eliminate all unnecessary words or repetitive sentences. Again, remember to avoid technical jargon and acronyms. • Deliver, then follow up. Most newspapers prefer

• If you are refuting an article, make sure to clarify

that you send your Op-Ed to a specific e-mail address. If they don’t make it clear on their Web site, call the main number and ask. Once it’s been sent, don’t call the newspaper or magazine repeatedly. If they’re going to publish your piece, they’ll call you. Don’t be discouraged if your piece is not published; consider identifying a new publication to submit it to.

whether your letter represents your club’s position or your personal opinion. • Offer a means of contact at the end of your letter.

Op-Eds An Op-Ed is a column or guest essay published in the opinion section of a newspaper (Opposite the Editorial page). Most are between 500-750 words, and most outlets will take submissions by fax, e-mail, or mail.

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Be concise and exciting

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Chapter Two

Working With the News Media Reaching the Media via E-mail

Phone Calls to Media

E-mail has quickly become the preferred method for most media outlets to receive information. Here are a few rules of thumb to follow:

Remember, news people are busy and face deadlines. They must interrupt whatever they are doing to take your call, so be prepared to deliver your information concisely. Jot down pertinent information as if you were preparing a news release in outline, and check the names and facts before you call.

• Check to ensure the recipient wants to receive

information via e-mail.

Since verbal communication is intangible and can’t be referred to later, telephone calls, unlike written information, are best used only for simple, brief items or as a means to alert reporters to a story. If the story warrants it, you can also use your call to invite a reporter to cover the event.

• Keep your e-mail brief and include a direct link to a

Web site that offers additional information on the topic, if available. • Never use an attachment. Attachments increase the

likelihood that your e-mail will be deleted without being read.

Working Under Deadlines • If you are sending information to a large list of

The entire news business is structured around deadlines. When editors and reporters are “on deadline,” they simply cannot stop what they are doing to talk by phone or in person.

individuals, use blind copy distribution to avoid revealing your entire list to each addressee. • Remember to provide your phone and fax numbers

for inquiries.

DO make your communication with journalists as far from deadlines as possible, when news people are most able to give you their attention. DON’T deliver a story five minutes before the deadline when it could have been done just as easily the day before.

capitalize

on these

DO return all calls immediately and provide additional information as soon as it is requested. DO capitalize on these opportunities. Respond quickly and cooperatively.

opportunities

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Make sure the speaker’s presentation is timely and of interest to the general public. If the speaker doesn’t say something that has news value, the story won’t get airtime.

Make Your Events Media Friendly

As with television, time is of the essence on radio. However, since radio is not visual, content is what counts. Radio deals in immediacy and brevity. Stories are short and to the point.

Whenever a reporter appears to cover an activity, you should place yourself at his or her disposal and assist in any way you can, answering questions, pointing out those who should also be interviewed, etc. If the reporter brought a photographer, so much the better— and do offer to help.

Arrange face-to-face meetings with each interested newspaper or broadcasting station on a specific date and time. While this meeting does not guarantee coverage, it will help you continue to build a strong relationship with reporters in your area.

Broadcast Considerations If you want to maximize your story’s value for television, you must provide something interesting for the camera to show. TV is an action medium; if it moves, they like it.

The possibilities for special publicity events are limited only by your imagination.

Public Service Announcements (PSAs)

Be sure to give advance notice since stations must schedule the use of a limited number of busy camera crews. If a speaker’s lectern is involved, always have the CKI wordmark to place on its front!

Television and radio Public Service Announcements (PSAs) are noncommercial advertisements, typically on television or radio, broadcast for the public good. PSAs may be accepted for broadcast on your local campus radio and/or television station.

Prepare your spokesperson for the event. Formulate concise answers to expected questions in advance as television reporters are usually working on a tight deadline and are in a hurry. If a response isn’t short (8-15 seconds) and to the point, it won’t be used on the air.

If your club is conducting a fundraiser, service project, or recruitment drive, check with the media outlets on campus to determine whether they will broadcast information about your event or activity.

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Chapter Three

Beyond Media Relations The opportunities to raise public awareness of CKI do not begin and end with traditional media-relations tactics. There are countless other ways to create additional visibility for your club: • CKI apparel and merchandise: Apparel and

merchandise are a way to continuously keep the CKI name in front of potential members and supporters. Check out merchandise such as t-shirts, sweatshirts, member pins, certificates of appreciation, and pens by visiting www.circlek.org/supplies/. • Naming rights: Attach the CKI name to service

projects and programs to maximize visibility and increase awareness. • Signage: Always have large signs, posters, or fliers on

display wherever your club is working to serve the community or raise funds. It’s also a good idea to keep club-marketing brochures on hand to give to anyone who is interested in learning more about the club. Customizable templates for banners and posters can be found at www.circlek.org/templates/.

recruit other organizations to team up and co-sponsor events. Co-sponsorship could be with your sponsoring Kiwanis club or local Key Club, Builders Club, Aktion or K-Kids club. High-profile events will build awareness and understanding of your club’s mission in the community. Events might include assisting with freshmen orientation, promoting homeless awareness, or coordinating a community clean-up day.

The Club Brochure An attractive and effective club brochure can tell the CKI story to your college or university including faculty, administrators, and students, as well as the community. It can also stimulate membership growth, and even generate contributions to your club. Marketing brochures should be distributed by each member to people interested in learning about CKI, including students, local businesses, other on-campus service organizations, and your sponsoring Kiwanis club.

• Campus promotion: Be alert for opportunities

on bulletin boards or in student unions and dormitories to keep CKI’s name and its mission visible. Be sure to ask for permission first, before publicizing a meeting or activity. Also, consider reserving space in a campus display case. • Word of mouth: Share your CKI experiences with

friends. Tell them about the awesome meeting/event/ conference that you attended. Let them know what you are most enthused and passionate about.

A club brochure template is available at www.circlek.org/templates/.

• Event Co-sponsors: Co-sponsorship is an excellent

way to introduce other students to the values of CKI membership, expand your service potential, learn about other organization’s operations, and increase student interaction with your club. As your club plans service projects and educational programs, it should

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Get maximum mileage from your investment by avoiding quickly outdated information. And print a sufficient supply of brochures. Considering that the purpose of this brochure is to market your club’s service and membership opportunities, you can never have too many.

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• Promote the site whenever and wherever possible

The Internet as a Communications Tool The Internet presents tremendous opportunities for CKI, allowing clubs to communicate with current and potential members, other CKI clubs, Key Clubs, a sponsoring Kiwanis club, and, of course, the public!

Creating a Club Web Site

on your club’s letterhead, news releases, at service projects and fundraisers, and in your club newsletter, if you have one. • Be sure to register your club’s Web site with the

International Office by clicking “Kiwanis Family Links” on the CKI home page, then clicking Submit Web Site Link.

CKI clubs are encouraged to create a Web site to promote service, fellowship and leadership; stimulate membership growth; and even conduct service and fundraising projects.

Little Things That Make Your Reputation

Just getting started? The CKI Web site offers tips and guidelines as well as templates and logos to assist clubs in developing their Web sites. You can access this information by typing “Web site design” in the search box on the home page.

Upholding a positive reputation for your CKI club should be a consistent priority and goes beyond what you might consider public relations. While this is a responsibility you share with your club members and Kiwanis-family members, there are steps you can take that will make your reputation shine.

What to Include

• Extend genuine hospitality to every guest who

Think of your club’s Web site as a computerized brochure. Here are a few basic guidelines to get you started:

attends your club’s meeting or event. • Write thank-you letters to those who contribute

www. circlek. org

time, effort, or money to support your club’s activities, most especially your sponsoring Kiwanis club. Present a certificate of appreciation, if appropriate. Certificates are often displayed on office walls, thus serving as a promotional poster for your club. Certificates are available by visiting www.circlek.org/supplies/.

• Display the CKI wordmark.

• Provide a brief description of the organization. • Describe your club and its purpose. • Feature service projects and describe impact on

the community.

• Write letters of congratulations to newly elected

student leaders of other clubs or organizations on campus.

• Include meeting time and place. • List your membership roster.

• Extend CKI’s support to worthy efforts such as the

March of Dimes WalkAmerica or Trick-or-Treat for UNICEF.

• Make contact information easily identifiable for

prospective members.

• Ensure CKI’s representation at an activities fair,

• Consider adding photos of club or Kiwanis-family

if your college or university holds one.

service projects.

Every CKI service project constitutes good public relations, whether it is publicized or not. However, no club can long maintain its reputation without a real commitment to community service. After all, what we do speaks louder than what we say—and a large part of what CKI does is service.

Make a commitment to keep the site current and to make it the most effective tool for your members and the public. Remember to: • Post news regularly to encourage members and

supporters to return to the Web site regularly.

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Chapter Four

friendship

enthusiasm

fun action service

Member Communications Remembering an Important Audience: Your Members! All the publicity, the attention to “the little things,” and all the service projects in the world wouldn’t hold your club together if members didn’t enjoy being part of CKI. Clubs stay together and make an impact in the community because they enjoy the fun, friendship, and satisfaction that come with membership. Do your part to keep CKI enjoyable and keep your members informed. This, in a nutshell, is “internal public relations” and it involves consistent practice and use of these things: • Seeing that members wear the lapel button and/or

CKI apparel. • Making new members or guests feel at home. • Recognizing that a member who does something

special is complimented on his or her achievement. • Remembering the Kiwanis-family member who

is ill. • Offering a well planned, well-run, and appealing

meeting so member attendance, membership, and enthusiasm constantly run high! Good public relations can’t make up for poor club administration or a lack of good programming, but it can enhance good activities. Whatever you do, emphasize getting new members off to a good start. This is the best internal public relations of all.

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Chapter Five

Assistance from CKI and Kiwanis International: The Resources Available to You

CKI Web site, www.circlek.org. The CKI Web site is a tremendous source of CKI information. It contains a club locator, event calendar, CKI magazine articles, CKI-member photo gallery, and links to the Kiwanis Family Store, as well as to other Kiwanis-family Web sites. Click on Member Resources for a description of the Member Community. Once registered in the Community, you can download many useful “member only” resources.

The Kiwanis family of organizations employs a marketing and public relations staff as part of the International Office. The staff works to increase recognition of all organizations, including CKI, while assisting clubs to accomplish the same goals locally and regionally. Here are resources available to you through the International Office: CKI Graphic Standards. The graphic elements that define Circle K have undergone a major redesign, creating a “look and feel” that reflects a more contemporary image for the organization. They include a color palette that is vibrant and bold, fonts that are light and clean, and images of students that convey diversity, energy, empowerment, and involvement. One of the more significant changes is the reference to Circle K International as CKI. The emphasis has shifted from the logo to the wordmark. While use of the logo is encouraged, it serves as a secondary reference and should appear on the back of brochures and newsletters. New to the graphic design is the megaphone, which is always used in conjunction with the CKI wordmark. Check out the graphic standards manual and templates at www.circlek.org/templates/ to learn more about how to incorporate these design elements into your club’s printed materials.

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CKI Magazine. Published six times a year, the CKI magazine and e-zine are important resources, informing and educating members and promoting fellowship and service. You can also use them for external PR by sharing them with school administrators, faculty, and perspective members. CKI Membership Growth Guide. The CKI Membership Growth Guide is an online reference to assist you with growing and maintaining a strong and active club. Use it for information about membership recruitment, organizing your first club meeting, hosting or co-sponsoring events including service activities and working with other student organizations and clubs.

Check out the

graphic standards manual and templates at

Methods to Communicate and

www.circlek.org

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Methods to Communicate and Market Your Club or Project Customizable news releases. Please refer to the Resources section for examples of the releases available to you.

E-mail lists. A quick and efficient way to communicate about your weekly meeting agendas, service activities and events is through e-mail. Consider a CKI specific e-mail account for your club. Web sites. Web sites are a timely way to reach your members with meeting and event updates and, you can link directly to the CKI International Web site, offering members just another way to access important tools, resources and information.

Posters, fliers, and banners. Look for opportunities to promote your club and its recruitment events, member benefits, and service activities by using posters, fliers, or banners. Marketing brochure. A full-color CKI marketing brochure is your primary recruitment tool. The brochure should introduce the organization to nonmembers and explain the benefits of membership. Be sure to include your club’s meeting date, time, location, and club contact person. A template is available through the CKI Web site. Business cards and postcards. Business cards and postcards are another way to keep nonmembers, the community, campus administrators, and faculty connected and informed about your club and its activities and events.

Club newsletter (hard copies or online versions). A newsletter can be used to communicate not only with your current membership, but also to interested campus audiences, Kiwanis-family members, and the community. Consider highlighting CKI’s mission, service activities, projects, photographs, etc. To keep it new and interesting, consider including tasteful humor, poetry, and art. All of these marketing and public relations tools can be used by your club to increase recognition of the CKI name and understanding of the service objectives. Refer to the back of this handbook for additional resources.

CKI is the largest service

and leadership development organization in the world for college and university students. 14

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Chapter Six • CKI wants to ensure that all children have the

opportunity to lead healthy, successful lives. We believe by helping one child, you help the world.

Marketing Branding Overview

Marketing Tips for CKI Clubs

A 30-second Elevator Speech on CKI

• Getting started. Review your marketing and

membership goals. Is your club’s priority to build membership, conduct service or to enhance your image and visibility on campus? Defining your desired outcomes will help you determine your strategies.

If you are in an elevator or with a group of people, and someone asks you, “What is CKI?” how would you answer? For a one-sentence reply, we recommend the following: “Circle K International is the largest service and leadership development organization in the world for college and university students.”

• Evaluation. What is your current image on campus?

The community? Step back and take a good look at how others view your club. Does it match your own view?

Consider sharing these other key messages as well: • CKI is a global organization of college and university

students changing the world through responsible citizenship and service leadership. CKI members are united in their commitment and compassion for others.

• Inventory. What tools do you have at your disposal to

• CKI’s goal is for members to perform more hours of

service than any other collegiate service organization by helping children, ages six to 13, develop the skills and ideals necessary to be successful in today’s world.

promote your club? Existing possibilities include the Internet; downloadable posters, brochures, business cards, and letterhead; and promotional items (pens, key chains, hats, clothing, balloons, etc.). What do you need? CKI has a marketing and public relations guide and a graphic standards manual you can use to get started on publicizing your club and its activities. You might not have to “reinvent the wheel” if you take advantage of materials that already exist.

• CKI is a service organization whose members

are dedicated to improving their schools and communities. Virtually any unanswered need is a potential opportunity for CKI commitment and dedication.

• Embrace the message. CKI’s vision is to be the

leading global community-service organization on college and university campuses that enriches the world one member, one child and one community at a time. • Be involved. Work with your sponsoring Kiwanis club

to involve members in Kiwanis One Day activities and in Community Service and Awareness Week and CKI’s Service Initiative. Working with Key Club members plants a seed with each of these organization’s members for future CKI membership. Also, consider sending a letter to faculty and school administrators offering your club’s services to assist with research, testing, field projects, or other needs they might have. Make them aware of your organization’s purpose and willingness to be involved!

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• Take the show on the road! Arrange to be a program

presenter at your sponsoring Kiwanis club’s weekly meeting. Be sure to identify some projects that could be implemented with both clubs and ways that CKI’s Service Initiative and Kiwanis’ Young Children: Priority One are related.

• Advertise on campus. Consider purchasing an ad in

your school’s yearbook, on closed-circuit TV, or on the campus radio station. • Recruit an ambassador. Can you identify a faculty

member or administrator who has shown a commitment to your club and its mission? If so, this person can be an influence-builder and can help you increase both attention and interest in your club.

• Be contemporary. Use the new CKI graphic

standards. Use color in your promotional pieces and take advantage of technology to produce professional-looking materials.

• Be relevant. When you pick your philanthropic

• Treat your members like gold. Given a choice,

activities, make sure they attract interest to your cause. Will the local news media give your event attention? Will the project make your club more attractive to prospective members?

would you rather retain your current members or spend your time replacing them? Know your members and treat them like your most valuable commodity. • Create Kiwanis-family partnerships. Joining together

• Go online. Take advantage of technology including

community chat sites and message boards, to spread the word about your club. Start a Web site for your club as a central place to share information with other members and the public. Meeting notices, minutes, and general updates can be uploaded to the Web site and also mailed to your club members, prospective members, and important community leaders with the push of a button.

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with other CKI clubs in your area may significantly enhance the impact of your service endeavors. This will create a larger volunteer pool, the chance to reach more people and to raise more funds, and will increase the probability of receiving publicity. Include the local clubs of Kiwanis, K-Kids, Builders, and Key Club, too. • Make your meetings memorable. Keep meetings

moving on time and go out of your way to make new members and guests feel welcome.

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Additional Resources

The following additional resources have been included as inserts to assist you in your public relations and marketing efforts: • Circle K International Fact Sheet Provides an overview of Circle K International and its mission, history, membership, and Service Leadership Programs. • Letter to Faculty and Administrators Introductory letter to faculty and administration on how your club can assist with campus or community projects. • Tips

for Creating an Effective Newsletter

• What to Publicize: Events A brief description of the major events and initiatives your club should consider participating in and publicizing. • Sample News Release Includes explanations of all the necessary components of a news release • Sample Letter to the Editor and Op-Ed Provides example of the format, tone, length, and topics appropriate for these media-relations tools

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Additional Resources

CKI Fact Sheet

CKI CKI—Circle K International—is a service leadership program comprised of clubs for college and university students who are responsible citizens and leaders with a lifelong commitment to community service worldwide. The world’s leading collegiate service organization was officially recognized in 1955 and is a Service Leadership Program of Kiwanis International. CKI has a membership of more than 13,000 members on 560 university and college campuses in 17 nations.

CKI Club of [insert club name] Chartered in [insert year], the CKI Club of [insert club name] has a current membership of [insert number of members] who actively participate in weekly meetings, service projects, and fundraisers. The club meets regularly at [insert day and time] at [insert location].

Service Initiative While each club chooses its own service activities, CKI encourages each club to conduct Service Initiative projects throughout the year. Focusing on the Future: Children, is the Service Initiative of CKI. This program is designed to educate clubs and members about the issues facing children, six to 13 years of age. Through personal interaction and public awareness, CKI members enable children to develop the skills and ideals necessary to be productive and successful in life.

CKI Service Project The CKI Club of [insert club name] will be sponsoring [insert name and brief description of event] as one of its Focusing on the Future: Children, Service Initiative projects.

Kiwanis International As a Service Leadership Program of Kiwanis International, each CKI club is sponsored by a Kiwanis club. The Kiwanis Club of [insert club name] sponsors the CKI Club of [insert club name].

Contact Information: Contact Person: [Insert name of appropriate club contact] Address: [Insert school/club address] City, State/Province, Postal Code, Country Telephone E-mail

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Letter to Faculty and Administrators

Use the following letter when writing to campus faculty members with the goal of getting more involved with school activities.

Insert Date Insert Name, Title Insert School Address Dear [Insert faculty member’s name]: On behalf of the [insert school name] CKI club, I’d like to invite you to consider how our club can assist you or your department with campus or community projects or service activities. Sponsored by Kiwanis International, Circle K International (CKI) is the largest collegiate service organization in the world with more than 13,000 members on 560 university or college campuses. Among some of the community-service projects we’ve performed are [insert activities here]. In addition to emphasizing service, CKI exists to meet the needs of individual students by helping them to become strong leaders and responsible citizens. Our club is looking forward to an active and productive year. We are committed to supporting our school community and would like to assist the faculty and administration as needs for volunteers arise. If you need assistance with research, testing, field projects, orientation, or anything else, please contact me at [insert telephone number or e-mail address] to arrange a time we may discuss CKI’s involvement in your project. Thank you for your time and your dedication. Yours in Service,

[Insert name] President [Insert name of school] CKI Club

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Additional Resources

Tips for Creating an Effective Newsletter

An electronic or printed club newsletter is one of your club’s primary means of communicating club information to members and your sponsoring Kiwanis club. Consider publishing a newsletter biweekly or monthly and highlighting some of these items: • Upcoming club meeting programs. • Upcoming service project or social event information. • Inter-club activity. • Member focus—Feature information about a member’s hobbies, interests, major, or

hometown. • The Service Initiative—Focusing on the Future: Children. • Sponsoring Kiwanis club activities. • School/club events calendar. • Trivia quiz—CKI or school trivia. • District and division event information—rallies, trainers, district convention, etc. • International event information—International convention, Circle K Week, scholarship

application deadline, Tomorrow Fund, CKI LeaderShape Institute, etc. What to Publicize: Events

Think of the impact that more than 600,000 Kiwanis family members can have on their

communities.

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What to Publicize: Events • Circle K International Community Service and Awareness Week When: Runs Sunday through Saturday, the first full week in November. What: During this observance, clubs worldwide donate their time and service efforts to promoting the values of the CKI Service Initiative, Focusing on the Future: Children. Although clubs should promote the Service Initiative year-round, Community Service and Awareness Week provides CKI clubs the opportunity to unify their commitment to service and promote the program in their communities. How: A Service Initiative guide and service bulletins can be found online. Each club receives a copy in the back-to-school mailing.

• Circle K International Week When: Runs Sunday through Saturday, the first full week in November. What: Clubs donate their time and service efforts to promote the values of being part of the world’s largest collegiate service organization. Activities during this week help to unify members’ commitment to service and to promote programs in communities.

• Kiwanis Family Month When: Runs the month of November. What: All members of the Kiwanis family are encouraged to participate in events together, such as shared programs at meetings, fundraisers, service projects, and socials.

• Kiwanis One Day When: Conducted the first Saturday in April What: A new observance, Kiwanis One Day is an opportunity to join with the entire Kiwanis family in a day of united service. Think of the impact that more than 600,000 Kiwanis family members can have on their communities. To learn more, go to www.kiwanis.org/service/oneday.asp, and check with your sponsoring Kiwanis club to find out what activities and projects are planned.

• Skip-A-Meal When: Last week of April What: CKI members are encouraged to join with the entire Kiwanis family to skip one meal and donate the money to the Kiwanis International Foundation’s Children’s Fund. Monies raised fund grants that help children worldwide.

• Read Around the World When: The month of February What: Embark on an exciting journey and celebrate the joys of reading with children during this month-long Kiwanis-family observance. Consider organizing a reading activity or event with your sponsoring Kiwanis club or a Key Club.

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Additional Resources

Sample News Release

FOR IMMEDIATE RELEASE

{INSERT Club Name} {INSERT City, State}

For More Information: {INSERT Name of Local Club Contact} {INSERT Phone Number} {INSERT E-mail}

Collegians to brighten futures by serving children The {INSERT College/University} Circle K Club to participate in organization’s Community Service and Awareness Week {INSERT Dates} – an international volunteer week benefiting children around the globe {INSERT City, State} — {INSERT Date} — Members of the {INSERT College/University} CKI Club are addressing important needs of young children in {INSERT town/city} by hosting {detail type of activities here} on {INSERT date(s)}. The club is undertaking these activities to support the global collegiate service organization’s current Service Initiative, Focus on the Future: Children. Projects and activities will take place during CKI Community Service and Awareness Week {INSERT Dates}, an international week uniting CKI members from around the world to benefit children. The week culminates in an International Service Day of hands-on projects and events on Saturday, February {INSERT Day}. “We believe that by providing children in the {INSERT city/town} community with positive and meaningful experiences beyond their school and home life, we’re helping to prepare future generations of successful adult leaders,” notes {INSERT Name of Club Officer}, {INSERT Title}. “We are proud to join our fellow CKI members around the globe to participate in Community Service and Awareness Week.” The CKI Service Initiative is designed to address issues that children ages 6 to 13 worldwide face, and to enable them to develop the skills and ideals necessary to be successful adults in today’s world. The initiative has three annually rotating emphasis areas that clubs are encouraged to focus on in order to ensure that a variety of community needs are met from year to year. The first emphasis area, called “Turn off TV, Turn on to Life,” highlights the importance of after-school programs and activities to keep children engaged in positive learning experiences beyond the classroom. The second, “Open a Book, Show them the World,” focuses on improving literacy rates among children to help them achieve greater levels of scholastic achievement and academic understanding. Lastly, “On Call for the Future” empowers children to take care of themselves to lead healthy, safe, and productive lives. During Community Service and Awareness Week, more than {INSERT Number} volunteers in {INSERT City} are expected to join more than 13,000 CKI members around the world in devoting a few hours to hands-on volunteer service. “CKI responds to the needs of its community, and there’s no greater need than protecting and preserving children’s futures,” Circle K International President {INSERT Name} says. For more information on the {INSERT Club Name(s)}’s service activities, please contact {INSERT Name of Club Officer} at {INSERT phone} or {INSERT e-mail}. For more information on the CKI Service Initiative and Community Service and Awareness Week, visit www.circlek.org.

About CKI CKI, a Kiwanis Service Leadership Program, is a service club for college students with more than 13,000 members on 560 university and college campuses in 17 nations. CKI was started in Pullman, Washington, and was formally organized as a service organization in 1947. Its members are committed to leadership, service, and fellowship. For more information about CKI or the please visit www.circlek.org or call 1-800-KIWANIS. For more information about Kiwanis, please visit www.kiwanis.org.

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Sample Letter-to-the-Editor I read Claudia Deutsch’s article (“What to Do After School: Children Left Stranded,” December 2) and agree wholeheartedly that children have an increasing need for role models these days. Unfortunately, though, not every child has an appropriate mentor to look up to and from whom to seek guidance. One abundant source of suitable and enthusiastic mentors can be found in perhaps an unlikely place—on your local college campus. For example, Circle K, a Kiwanis-sponsored collegiate service organization, focuses its Service Initiative on addressing the issues faced by children ages six to 13. As part of this initiative, clubs on local college campuses throughout the nation conduct ongoing service activities that provide positive and meaningful experiences for children beyond their school and home life. Activities for children include but are not limited to field trips, after-school playground activities, nature hikes, or a story hour at the library. When children have college students as their mentors, the potential for growth and learning—on both sides—is limitless. Whatever a child’s situation may be at home or in school, the unique position and ability of college student volunteers to connect with young children should not be overlooked. Sincerely,

Name, Title Circle K International (###) ###-#### Street Address email@address

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Additional Sample Op-Ed Resources Instructions: An op-ed piece is a column or guest essay published in the opinion section of a newspaper (Opposite the Editorial page). Most newspapers take submissions by fax, e-mail, or mail, so call first to ask about the best person to send your Op-Ed to and the best method of delivery. Be sure to include your name, CKI title, home address, phone number, and e-mail address when you submit the op-ed piece in case the publication would like to verify any information with you.

These days, it seems increasingly common for young children to face adult-like challenges well before they have developed the life skills needed to make important judgments and decisions. Some of life’s most important lessons can be learned best through the observation of a mentor. Unfortunately, though, not every child has appropriate mentors to look up to and from whom to seek guidance. One abundant source of suitable and enthusiastic mentors can be found in perhaps an unlikely place—on your local college campus (OR, INSERT College/University). Whatever a child’s situation may be at home or in school, the desirable position and ability of collegiate volunteers to connect with young children should not be overlooked. College students are poised to provide just the right balance of leadership and youthful perspective children need on their path to adulthood. Children may hear about the importance of obtaining a higher education, but when they interact with college students who are pursuing that education themselves, the results can be powerful. It appears that college students are increasingly aware of the important role they play as mentors: In a 2005 survey, the Higher Education Research Institute found feelings of social and civic responsibility among entering college freshmen at the highest level in 25 years. The Corporation of National and Community Service notes that volunteering by collegians is at an all-time high in the US, having increased almost 20 percent in the past five years. Interestingly, the same survey found the most popular type of volunteering activity among college students is tutoring and mentoring young children. Much like the elementary schoolers they mentor, collegiate volunteers are in a period of self-discovery and learning that afford them both the time and willingness to make a difference in these children’s lives. There are plenty of opportunities for college students to pair with children and help them navigate the uncertain terrain that precedes life as teenagers. For its part, Circle K International, a Kiwanis-sponsored collegiate service organization, focuses its Service Initiative on addressing the issues faced by children ages six to 13. As part of this initiative, the (INSERT College/ University) CKI Club participates in ongoing service activities that provide positive and meaningful experiences for children beyond their school and home life, including (DETAIL activities here). When children have college and university students as their mentors, the potential for growth and learning—on both sides—is limitless. To find opportunities to volunteer, contact student organizations like CKI (www.circlek.org) or other service groups that focus on children.

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A Kiwanis-family member www.circlek.org 3636 WOODVIEW TRACE INDIANAPOLIS, IN 46268 USA W O R L D W I D E : 1 - 3 1 7 - 8 7 5 - 8 7 5 5 U S A N D C A N A D A : 1 - 8 0 0 - K I WA N I S