CLIENT ZERO WASTE ANTIGUA

JOB Brand Strategy

DATE 2013

ZERO WASTE ANTIGUA STRATEGY

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 recycling in his country and hence, decided to boldly change it.

He bought a van and started running collections between the bins and the recycling facilities in Antigua. Connecting with the local yachting scene and the community, he hopes in time, his (unpaid) job will be made redundant.

ANTIGUA WASTE SITUATION

Pollution solid waste was cited as a problem of national priority in Antigua. In addition to poor behavioural attitudes by residents with regards to littering, another critical element of this issue is that the majority of waste consists of manufactured and imported products. The increase in waste is expected to shorten the life cycle of landfills, thereby increasing pressure on government to expand existing or find new appropriate land (a scarce and expensive resource) to support waste   assimilation.  

Challenges include changing the psyche of the public regarding solid waste disposal and capacity to use recyclable materials in an economically  viable manner. With respect to liquid waste most of the population of Antigua and Barbuda rely on septic tanks, pit latrines and pitless latrines for sewage disposal.    

Further to this, even where there are existing sewage systems they are often inadequate. Pesticides used in agriculture are improperly disposed of,   and liquid waste from commercial

operations such as garages and factories is done via open sewers.     Improperly managed liquid waste often   leads to compromised fresh and marine waters quality.  

There are challenges with respect to finding appropriate disposal for hazardous waste. The resulting consequence of all pollution is the threat to both public health and the physical environment.    

ROLL CALL FOR PARTNERSHIPS

HELP SAVE A PIECE OF PARADISE

ROLL CALL FOR PARTNERSHIPS

HELP SAVE A PIECE OF PARADISE

ROLL CALL FOR PARTNERSHIPS

ASSOCIATIVE MARKET OPPORTUNITIES

1. BRAND ASSOCIATION

By associating with Zero Waste Antigua, brands demonstrate to

their consumers their support for sustainability and a vision for the

future. All communications to feature associative branding and

online links.

Increase brand recall, reputation and recognition.

2. BRAND EXPERIENCE

In association with Zero Waste Antigua and Rubber Duck

Recycling, the opportunity to engage an audience through fund

raising events.

Increase brand engagement and sampling opportunity

3. EDUCATION INITIATIVE

Demonstrate support and future vision through partnering on a

“Rubber Duck Recycling” education package targeted at local

schools. Full brand exposure on materials and publications.

Public relations and media opportunity.

4.   WEBSITE DEVELOPMENT

In order to expand on communications, a website is required to

feature on all communications and continue the story of the

work that is taking place.

Associative branding, stockholding of website

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

7.  WEBSITE DEVELOPMENT

THE MAKE UP

ZERO WASTE ANTIGUA

RUBBER DUCK RECYCLING

RECYCLING FASCILITATION, EVENTS & COMMUNITY AWARENESS PLATFORM (B2C)

‘HERO’ BRAND (B2B)

FOOD FOR THOUGHT CORPORATE SOCIAL RESPONSIBILITY

CSR policy functions as a built-in, self-regulating mechanism whereby a business monitors and ensures its active compliance within the spirit of the law, ethical standards, and international norms. CSR is a process with the aim to embrace responsibility for the company's actions and encourage a positive impact through its activities on the environment, consumers, employees, communities, stakeholders and all other members of the public sphere who may also be considered as stakeholders

In an increasingly competitive landscape, brands have to work harder in order to differentiate themselves and demonstrate their alignment with the

stakeholders, consumers and community.

Environmental consciousness is a growing movement in Antigua, despite a lack of infrastructure, therein lies an opportunity to be first to market with associative environmental activity in line with the needs of the people of Antigua and most importantly, the environment.

The rise in popularity of ethical consumerism over the last two decades can be linked to the rise of CSR. As global population increases, so does the pressure on limited natural resources required to meet rising consumer demand (Grace and Cohen 2005, 147).

Industrialization, in many developing countries, is booming as a result of both technology and globalization. Consumers are becoming more aware of the environmental and social implications of their day-to-day consumer decisions and are therefore beginning to make purchasing decisions related to their environmental and ethical concerns. However, this practice is far from consistent or universal.

WHATS IN IT FOR PARTNERS?

Antigua Waste Facilities

RECYCLING WASTE IS SEPERATED AT THE PLANT

CURRENT LANDSCAPE: The Challenge

DESPITE HAVING A RECYCLING PLANT, ANTIGUA HAS �NO RECYCLING COLLECTION FASCILITIES

CURRENT OBSTACLES: Change is desperately needed

LACK OF LEADERSHIP POOR EDUCATION NO

INFRASTRUCTURE

BEAUROCRACY INCREASING TOURISM

WHAT WE ARE DOING: being the change we want to see in the world

SINGLE-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 A MOVEMENT TOWARD A ZERO WASTE ANTIGUA

BRAND VISION OUR AMBITION

BRAND VISION

CHANGE OUR 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 in order to lead the community toward a closed loop economy.

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

Different

Motivating

Credible

POSITIONING

RUBBER DUCK RECYCLING DOES A JOB THAT SHOULDN’T EXIST

WATER IS INCREASINGLY SCARCE & YET ESSENTIAL

PEOPLE DON’T WANT TO GET THEIR HANDS DIRTY

LEADING BY EXAMPLE HOW TO BE THE CHANGE

CUSTOMER VALUE PROPOSITION

ZERO WASTE ANTIGUA WAVES THE GREEN FLAG THROUGH ACTION NOT JUST WORDS

ZERO WASTE ANTIGUA IS A VALUABLE AND ESSENTIAL MEMBER OF SOCIETY, PUSHING A CAUSE ESSENTIAL TO SURVIVAL & OUR FUTURE.

POSITIONING

05 VALUES & ATTRIBUTES

VALUES DEFINITION

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 Community Personality

Community Values Values

Personality

VALUES & PERSONALITY �DRIVE ENDURING RELATIONSHIPS WITH PEOPLE

VALUES DEFINED

A strong feeling of support or allegiance. There no matter what.

An intense feeling of deep affection: �a great interest �and pleasure in something or someone.

Being able to �laugh at life while embracing it.

Creating change in a time of inertia and ‘blah blah’

Tenacious and excitable nature. A positive attitude full of energy physically and mentally.

An innate power to succeed regardless of challenges faced. Physical and emotional power to overcome.

LOYALTY LOVE HUMOUR REBELIOUS ENERGY STREGNTH

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. EARTHY While live in a modern world, we cannot forget our roots. We respect nature and planet Earth.

2. CONFIDENT We are proud and assured but never arrogant, our experiences have given us a clear perspective on life.

3. POSITIVE We 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 (including those who are not conscientious).

4. PERSONAL We 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. INSPIRING We want to motivate and empower communities by being an inspiration to them and allowing them to be so for others.

6. FUN We recognise the importance of having fun without being childish, we want people to enjoy themselves and to let themselves go and have fun.

7.CREATIVE Creativity 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.

BRAND BEHAVIOUR �MAP

CREATING CHANGE

THROUGH COMMUNITY

PERSONALITY

ATTITUDE

CREATIVE

EARTHY

CONFIDENT

POSITIVE

PERSONAL

INSPIRING

FUN

FUN

LOYALTY

LOVE

HUMOUR

REBELIOUS

STREGNTH

BRAND VISUAL CONTEXT

07 AUDIENCE

TARGET AUDIENCE DEFINED

YOUTH Children 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 LEADERS Local cultural leaders such as ministers, musicians, sports professionals teachers who act as a guide to inspire their community.

SERVICE ORGANISATIONS Organisers recognise the need to support and promote social initiatives to ensure continual business and positive reputation. E.g. Antigua Tourism

TARGET AUDIENCE DEFINED

INFORMED & CONSCIENTIOUS

CULTURAL LEADERS

NATURE LOVERS SERVICE ORGANISATIONS

YOUTH

* via urban dictionary

WITNESS 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

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.*

YOUTH

* via urban dictionary

THE FUTURE

The children of Antigua are the future. They are technologically aware, energetic and persuasive on peers and family.

LOCAL COMMUNITY

EVERYONE LOVES NATURE

08 BRAND PLATFORM

RECOMMENDED BRAND TEXTURE

•  Honest & frank

•  Loveable rogue

•  Approachable & sincere

COMMUNICATION PLATFORM: Wave the Green Flag

CREATE A MOVEMENT

COMMUNICATION PLATFORM

AWARENESS ENGAGEMENT ACTION

•  Posters created by local school children

•  School education programming •  Local media broadcast •  Sailing event support •  Stickers – cars/boats/boards •  Van branding •  Music fundraising •  Petition for Recycling fascilities

•  Create a local ‘sustainability’ standard enabling businesses to seek stamp of approval

•  Engaging cultural leaders and providing an info package: head masters, musicians, surfers, preachers

•  Facebook updates

•  Next generation education on waste

•  Public service programming

•  Create demand for regular island recycling infrastructure

BRAND ACTION PLAN

MESSAGING / ACTIVITY: YACHT CLUBS

Make recycling integral to being on a boat

MESSAGING: LOCAL INITIATIVES

Make recycling associated with consciousness, respecting nature and being cool.

LONG-TERM CONSIDERATIONS

DATABASE Create 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 strategy, consider advertising and giveaways

INFLUENCER & PR STRATEGY Find leading relevant online communities and publications to represent and leverage. Using digital press release reach out offering compelling content (potentially promotion).

CONTENT Create 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”).

TESTIMONIALS Create a library of successful case studies and quotes from community members and inspiring celebrities to demonstrate importance of cause.

APPENDIX

MAN ON A MISSION: ABOUT MARTIN Antigua has been Home since 1969, in that time Martin has seen many changes, not just in this piece of Paradise, but also around the world via travels in America and Europe and vicariously around the world via the internet.�

Growing up in a sheltered mangrove creek that was  then remote, it is now one of the sought after residential areas, with an industrial park to windward! Early years organizing a sponsored row down the Thames, while attending school and having a fortunate education.�

Working in a mix of jobs in the hospitality industry, from the Dorchester Hotel to Classic Charter yachts and film production.�

Having always been concerned by environmental issues, which was expressed via close examination of the Whaling issue and the dynamics at play, an iconic example of many of the

challenges that are faced by the eco system, due directly to mankind's influence. After attending IWC meeting as a correspondent and the in depth study of the issue and issues within, concluded that "we have a problem Huston".�

From Oceanis litter, to Ship Collisions and Stinky Whales, blubber and fish have become contaminated with industries chemicals, making it poison for indigenous Inuits and the like to breast feed their children, not alone, the Indigenous people and Wildlife are having it very rough, due to the demands of humanities "Industry".�

Captured by the subject of waste and particularly plastic pollution, the realization that while Antigua had the capacity to recycle this was a NGO effort lead by the Rotary Sundown, Antigua. The seeming main weakness awareness, transport and collection and lack of meaningful Government support.�

Initiated at the Antigua Classic Regatta, we collected from all competing vessels and a few other, taking some 2.5 tons, to the recycling plant and away from the landfill. Conducted as an casual experiment, it was successful and appreciated by the participants of the events.�

Encouraged by this we resumed service and have collected some 6tons and counting, with the experience of two Seasons, Two Classic regattas and Two Sailing weeks, we are ready.�

Seeking solutions within the circular economy, growing organically the years of this experiment need to move now on a firmer footing with full participant associates and collaborators.