draft 1 zwa brand strategy
TRANSCRIPT
CLIENT ZERO WASTE ANTIGUA
JOB Brand Strategy
DATE 2013
ZERO WASTE ANTIGUASTRATEGY
01
INTRODUCTION
ZERO WASTE ANTIGUA
Zero Waste is an ideal that requires awareness of what you bring to your world and how you will dispose of it. Lets work together starting with recycling plastics and metals.
HOW DID ZERO WASTE ANTIGUA START?Martin Dudley, a keen environmentalist and local of Antigua saw increasingly the problems associated with lack of widely adopted recycling in his country and hence, decided to boldly change it.
He bought a van and started coordinating collections between bars, restaurants and marinas and the recycling facilities in Antigua.
Connecting with the local yachting, sporting and party scene and the community, he hopes in time, his simple material handling will become the “norm”.
Circular/Closed Loops Economics ??
ANTIGUA WASTE SITUATION
??????
ROLL CALL FOR PARTNERSHIPS
HELP CONSERVE OUR PIECE OF PARADISE
ROLL CALL FOR PARTNERSHIPS
HELP RESCUE OUR PIECE OF PARADISE
ROLL CALL FOR PARTNERSHIPS
ASSOCIATIVE MARKET OPPORTUNITIES
Fund raising ventures, eg;1% to bill - Environmental Levy etc
WHAT WE NEED
1. STAFF / SUPPORT / FUNDING
2. UPGRADED COLLECTION VEHICLE(S)
3. BINS
4. COLLECTION MATERIALS – GLOVES, BAGS
5. AWARENESS – PUBLIC SERVICE ANNOUNCEMENTS, PR, COMMS
6. ‘ZERO WASTE ANTIGUA STAMP OF APPROVAL’ PROGRAM (CLEAN UP OUR ACT)
7. WEBSITE DEVELOPMENT (Digital Campaign tools, Social Media, feedback and call to actions)
8. Networking, local and global.
THE MAKE UP
ZERO WASTE ANTIGUAZERO WASTE ANTIGUA
RUBBER DUCK RECYCLING
RUBBER DUCK RECYCLING
RECYCLING FASCILITATION, EVENTS & COMMUNITY AWARENESS PLATFORM(B2C)
‘HERO’ BRAND(B2B)
???
FOOD FOR THOUGHT CORPORATE SOCIAL RESPONSIBILITY ???
WHATS IN IT FOR YOU?
???
Antigua and Barbudas recycling Facilities
RECYCLABLE MATERIALS ARE SORTED AT THE PLANTWe have better pics
CURRENT LANDSCAPE: The Challenge
DESPITE HAVING A RECYCLING PLANT, ANTIGUA HAS A WEAK RECYCLING COLLECTION INFREASTRUCTURE
We have better pics
CURRENT OBSTACLES: Change is over due
POOR EDUCATION
???
WHAT WE ARE DOING: being the change we want to see in the world
SHORT-HANDEDLY RUNNING RECYCLING COLLECTIONS FOR LOCAL VENUES & EVENTS
02
BRAND VISION
BRAND VISION DEFINITION
What does the brand stand for?
BRAND VISION OUR AMBITION
CREATE AZERO WASTE MOVEMENT
INANTIGUA AND BARBUDA
BRAND VISION OUR AMBITION
BRAND VISION
CHANGE COMMUNITIES
RELATIONSHIP TO WASTE
03
ROLE
ROLE DEFINITION
The role is the pragmatic and rational delivery of our
purpose. The role defines how the brand goes about doing
things to fulfill its purpose.
ROLE
Equip and empower the game changers of Antigua and Barbuda, in order to lead the community toward a closed loop thinking, economy and personal responsabilty choices.
Raise awareness and improve understanding of the related issues
Instill personal responsibility
04
POSITIONING & CUSTOMER VALUE PROPOSITION
POSITIONING DEFINITION
internal statement that states the market
in which you compete, how you compete
and your unique point of difference.
PROPOSITION DEFINITION
The reason that someone chooses your
brand over another.
POSITIONING GOLDEN RULES A POWERFUL BRAND POSITIONING NEEDS TO BE
Visionary Visionary
Different Different
MotivatingMotivating
CredibleCredible
POSITIONING
RUBBER DUCK RECYCLING DOES A JOB THAT SHOULDN’T EXIST
WATER IS SCARCE, YET ESSENTIAL
PEOPLE ARE AFRAID TO GET THEIR HANDS DIRTY
LEADING BY EXAMPLE HOW TO BE THE CHANGE
????
CUSTOMER VALUE PROPOSITION
ZERO WASTE ANTIGUA WAVES THE SUSTAINABE FLAG THROUGH ACTION NOT JUST WORDS
ZERO WASTE ANTIGUA IS A VALUABLE AND ESSENTIAL MEMBER OF SOCIETY, PUSHING A CAUSE ESSENTIAL TO SURVIVAL OF SUSTAINABLE DEVELOPMENT
POSITIONING
05
VALUES & ATTRIBUTES
BRAND VALUES DEFINITION
Brand values represent the code by which your
brand lives. If a decision doesn’t reflect your
brand values, then it isn’t the right one.
Brand values and personality drive enduring relationships with people
Its not just about the benefits
Relationship=
Linkage
Relationship=
LinkageCommunity Personality
Community Values Values
Personality
BRAND VALUES & PERSONALITY DRIVE ENDURING RELATIONSHIPS WITH PEOPLE
VALUES DEFINED
Bio-centric - Nature provides clean air water and food for well being
06
PERSONALITY
PERSONALITY DEFINITION
Personality traits are the human characteristics
of your brand. They are expressed through
every aspect of your brand’s identity.
PERSONALITY
1. EARTHYWhile alive in a modern world, we cannot forget our roots. We respect nature and planet Earth.
2. CONFIDENTWe are proud and assured but never arrogant, our experiences have given us a clear perspective on life.
3. POSITIVEWe always look for the good in people, their inner beauty and show the kindness needed to enable a positive change in others. We want to make the world a better place for all Life, human and others (including those who are not conscientious).
4. PERSONALWe provide a personal touch in everything we do. Its about being understanding and also knowing the importance of the little touches we make.
PERSONALITY
5. INSPIRINGWe want to motivate and empower communities by being an inspiration to them and allowing them to be so for others.
6. FUNWe recognize the importance of having fun without being childish, we want people to enjoy themselves and to let themselves go and have fun.
7.CREATIVITYCreativity is at the heart of what we do. We believe that through creativity, we learn and push the boundaries of our perception of ourselves and the world.
8. SERVICEThis is our service to our Home
9. Personal Responsibility for impacts
BRAND BEHAVIOUR MAP
CREATING CHANGE
THROUGH COMMUNITY
PERSONALITY
ATTITUDE
CREATIVITY
EARTHY
CONFIDENT
POSITIVE
PERSONAL
INSPIRING
FUN
FUN
LOYALTY
LOVE
HUMOUR
REBELIOUS
STREGNTH
???openconcerned
BRAND VISUAL CONTEXT
07
AUDIENCE
Need pics with people of all colour, officials and revelers and family
TARGET AUDIENCE DEFINED
YOUTHChildren are the leaders of tomorrow and their engagement with sustainability is integral to their survival in a future where resources are increasingly finite. They have short attention spans, need to entertained and the opinions of their peers is important to them.
INFORMED & CONSCIENTIOUS There are many out there who are already actively recycling and choosing to live sustainably within the community. They are nature lovers who are curious, aware and intelligent.
CULTURAL LEADERSLocal cultural leaders such as ministers, musicians, sports professionals teachers who act as a guide to inspire their community.
SERVICE ORGANISATIONSOrganisers recognise the need to support and promote social initiatives to ensure continual business and positive reputation. E.g. Antigua Tourism
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TARGET AUDIENCE DEFINED
INFORMED & CONSCIENTIOUS
CULTURAL LEADERS
NATURE LOVERS SERVICE ORGANISATIONS
YOUTH
Need White people in here tooBeach and sea users,sportsfolks and domestic housewife
* via urban dictionary
THEY SEE THE DESTRUCTION WASTE HAS ON THE OCEAN
A person who speaks in a posh tone of voice, is usually wealthy but does not necessarily sail atall, yet still hangs around yacht clubs to fit in. They usually wear expensive yachty clothes*
YACHTYS
Better definition and profileOcean users, beachgoers,fishermen, sailors.. To inland sports folks, cricket,cycling etc
RASTAS
* via urban dictionary
THEY WORSHIP & LIVE OFF THE LAND
A rasta or rastafarian is someone who follows the religion of Rastafarianism. The smoking of weed is considered a way of speaking to their god, Jah. Rastafarians do read and follow the bible, and they helped shape Jamaica's people nowadays.*Rasta not universally seen
as this, to many fakes!Target support audience despise! Best ommited!
Christian community - responsible stewardshipCreation etc
YOUTH
* via urban dictionary
A POTENTIALLY POWERFUL INFLUENCE ON THE FUTURE
The children of Antigua are the future. They are technologically aware, energetic and persuasive on peers and family.
And have been raised that They do not pick up trash,Some else will,lack personal responsibilityUnrealistic aspirations
COMMUNITY
EVERYONE LOVES NATURE
NOT ENOUGH RESPECT IT
NOT REALISEING THEIR PERSONAL RESPONSABILITY
08
BRAND PLATFORM
RECOMMENDED BRAND TEXTURE
• Honest & frank• Loveable rogue• Approachable & sincere• Possible knows no limits• Collaboration• No waste in nature• Closed loops
What are you sayin’?!Different pic
COMMUNICATION PLATFORM: Wave the Green Flag
CREATE A MOVEMENT
Use Zero Waste Logo
QuickTime™ and a decompressor
are needed to see this picture.
COMMUNICATION PLATFORM
AWARENESSAWARENESS ENGAGEMENTENGAGEMENT ACTIONACTION
• Posters created by local school children
• School education programming
• Local media broadcast/engagement
• Sporting event support• Stickers – cars/boats/boards• Van branding• Music fundraising • Develop contracts w/ statutory
body for collections and • Social Entrepreneurial model
• Create a local ‘sustainability’ standard enabling businesses to seek stamp of approval
• Engaging cultural leaders and providing an info package: head masters, musicians, sports people, preachers
• Facebook and Social Media updates
• Next generation education on waste
• Public service programming
• Media engagement• Create demand for
regular effective recycling infrastructure
• Work with importers to release Environmental levy redemption funds
BRAND ACTION PLAN
Two more pictures1.Bag roll w/instructions2.Domestic Use3. Collection
Another slide to show binsSet up, in action and being serviced
MESSAGING / ACTIVITY: Marine activities
Make recycling integral to waste handling, management and personal responsibility
Don’t Duck it, recycle and dispose properly
MESSAGING: LOCAL INITIATIVES
Make recycling and zero waste associated with consciousness, respecting the vitality of nature, being cool and responsible.
LONG-TERM CONSIDERATIONS
DATABASECreate a database which includes demographic data where possible. Use this information to appropriately target and create an outreach/ambassador program.
NEWSLETTER Consider creating an e-newsletter as part of CRM program.
SOCIAL TOUCHPOINTS Create a long term Facebook and social media strategy, consider advertising and giveaways
INFLUENCER & PR STRATEGY Find leading relevant online communities and publications to represent and leverage, both local and global. Using digital press release reach out offering compelling content (potentially promotion).
CONTENTCreate engaging content which demonstrates the product and adds value to loyal customers. Shareable (“make me look good”), Educational (“teach me something new”), Adventurous (“show me something new”) and Delight (“surprise me”).
TESTIMONIALSCreate a library of successful case studies and quotes from community members and inspiring celebrities to demonstrate importance of cause.
Funding mechanisms/underwritin by corporate support
APPENDIX
ABOUT MARTIN
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