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

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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)

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FOOD FOR THOUGHT CORPORATE SOCIAL RESPONSIBILITY ???

WHATS IN IT FOR YOU?

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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

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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

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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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