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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
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.
2
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.
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
Public Relations 101
Building Media Relationships
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:
• 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.
• 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.
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.
When preparing for a visit to one of your local
media venues:
• 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.
3
Examples of Newsworthy Events
and Activities
• Service projects—both the announcement
of new projects and progress reports on
continuing projects.
• Club anniversaries or milestones.
• 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.
• Stories originated from the International
Office about CKI service programs, to which
your club’s involvement can be added to
provide a local angle.
• 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.
• 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?
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.
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The club’s greatest
public relations
asset is its
commitment to
service.
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.
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.
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.
4
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.
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.
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.
— Jerry Brown, former AP reporter
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Using Photography

• Check photography requirements before

submitting photos.
How to Present CKI News
When you’re ready to present CKI news to the media, • Pictures must always be sharp,
you’ll need to do several things: well-composed, and large prints, 5” x 7”
or 8” x 10.” Snapshots, Polaroid’s, or slides
• Send your news release in advance by e-mail, fax, usually can’t be used; they don’t
postal mail (see “How to Reach the Media” in reproduce clearly.
Chapter Two).
• Digital photos don’t require processing and
• Submit exciting photos. “Action” shots are most can be e-mailed to the editor immediately.
likely to be used. Pictures that show hands-on
service, children, or an event in progress will have • Before submitting a digital photo, determine
more success in being placed than dull line-ups, the newpaper’s preferred resolution (75, 150,
handshakes, and check or plaque passing. 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 • Don’t assume photographs will be returned
in using the material, but do not pressure them to to you. Some newspapers will return photos,
use the information. If they’re interested, they’ll if you ask, but this is extra work and isn’t
contact you. 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 limita-
tions, 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
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Leave a lasting
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.
• 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.
• 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.
• 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.
• Finish strong. Leave a lasting impression. A very
effective close is to use a profound quote from one
6
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.
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.
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.
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.
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,
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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.
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
possible. Read published letters to get a feel for
how long your letter should be.
• 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.
• If you are refuting an article, make sure to clarify
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.
7 exciting
• 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.
• Who is delivering your message? Find a well-known
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.
• 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
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.
Be concise
and
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Chapter Two

Working With the News Media

Reaching the Media via E-mail
E-mail has quickly become the preferred method for
most media outlets to receive information. Here are a
few rules of thumb to follow:
• Check to ensure the recipient wants to receive
information via e-mail.
Phone Calls to Media
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.

• 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.
• If you are sending information to a large list of
individuals, use blind copy distribution to avoid
revealing your entire list to each addressee.
• Remember to provide your phone and fax numbers
for inquiries.
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.
Working Under Deadlines
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.
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

capitalize
deadline when it could have been done just as
easily the day before.

on these
DO return all calls immediately and provide
additional information as soon as it is requested.

DO capitalize on these opportunities. Respond

opportunities quickly and cooperatively.

8
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Make Your Events Media Friendly
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.
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.
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!
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.
9
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.
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.
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.
The possibilities for special publicity events are limited
only by your imagination.
Public Service
Announcements (PSAs)
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.
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/.
• 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.
• 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
10
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.
A club brochure template is available at
www.circlek.org/templates/.
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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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
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.
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.
What to Include
Think of your club’s Web site as a computerized brochure.
Here are a few basic guidelines to get you started:
www. • Display the CKI wordmark.
circlek. • Provide a brief description of the organization.
• Describe your club and its purpose.
org • Feature service projects and describe impact on
the community.
• Include meeting time and place.
• List your membership roster.
• Make contact information easily identifiable for
prospective members.
• Consider adding photos of club or Kiwanis-family
service projects.
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.
11
• Promote the site whenever and wherever possible
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.
Little Things That Make Your
Reputation
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.
• Extend genuine hospitality to every guest who
attends your club’s meeting or event.
• Write thank-you letters to those who contribute
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/.
• Write letters of congratulations to newly elected
student leaders of other clubs or organizations
on campus.
• Extend CKI’s support to worthy efforts such as the
March of Dimes WalkAmerica or Trick-or-Treat for
UNICEF.
• Ensure CKI’s representation at an activities fair,
if your college or university holds one.
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.
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Chapter Four
friendship
enthusiasm
fun
action
Member Communications
service
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.

12
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Chapter Five
Assistance from CKI and
Kiwanis International:
The Resources Available to You
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.
13
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.
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
Methods to Communicate and
templates at
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.
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.
CKI is
the largest service
and leadership
development organization
in the world for college
and university students.
14
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.
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.
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Chapter Six
Marketing Branding Overview
A 30-second Elevator Speech
on CKI
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.”
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.
• 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.
• 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.
15
• 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 Tips for CKI Clubs
• 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.
• 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?
• Inventory. What tools do you have at your disposal to
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.
• 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.
• 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
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?
• 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.
16
• 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.
• Treat your members like gold. Given a choice,
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
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
CKI Fact Sheet
Resources

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
Tips for Creating
Resources
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
Sample News Release
Resources
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