Communicating Sustainability Webinar
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Looking towards COP21 in December, this Webinar highlights the key issues of climate change; makes the case for the impact culture can have on sustainability; outlines the tools, channels, messages and strategies you can use to develop your campaign and provides examples of successful communications campaigns.
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Communicating Sustainability Webinar
- 1. @JuliesBicycle #greenarts Communicating Sustainability A Practical Guide Webinar starts at 11am Sholeh Johnston, Julie’s Bicycle David Willans, Communications Consultant
- 3. @JuliesBicycle #greenarts • Not for profit, founded in 2007 • Our aim is a creative community with sustainability at its heart • Our goal is to provide the inspiration, expertise and resources to make this happen www.juliesbicycle.com
- 4. @JuliesBicycle #greenarts • Expertise • Capacity building • Thought leadership
- 5. @JuliesBicycle #greenarts 2015 – 2018 Building on the success of two programmes 2012-15 Events and webinars New resources and case studies Leadership toolkit, exchanges and dialogues Support for Arts Council England
- 7. @JuliesBicycle #greenarts Sustaining Creativity Survey 2014 • High levels of engagement and commitment – majority believe it is relevant • 62% environmental sustainability will become increasingly important • Half of organisations created work on this theme • 55% financial & 40% reputational benefits BUT still not core business • 65 leading organisations of which 63% Arts Council • Appetite to take a lead - peer groupings, knowledge transfer • Climate change risk & governance lowest drivers in spite of risks • Leadership from middle • Still a persistent Value-Action gap
- 8. @JuliesBicycle #greenarts The challenges • Confidence • Understanding greenwash • It can feel complicated • Making it positive • Time and planning • Prioritisation
- 10. @JuliesBicycle #greenarts Connect with global moments Artcop21.com unep.org/ecalendar en.wikipedia.org/wiki/List_of_environmental_dates
- 13. @JuliesBicycle #greenarts Today • Introduction • Using the guide • Some great examples • Discussion and Q&A
- 14. @JuliesBicycle #greenarts People carePeople care 1 in 3 millennials look for brands to make a positive impact 1 in 3 millennials look for brands to make a positive impact 55% will pay more for ‘good’ products & services. Up 10% in 3 years. 55% will pay more for ‘good’ products & services. Up 10% in 3 years.
- 15. @JuliesBicycle #greenarts 80festivals 2004 25festivals 2015 Who are you for? Who are you for?
- 16. @JuliesBicycle #greenarts What do you want to achieve?
- 17. @JuliesBicycle #greenarts Engaging for action • One for engaging for behaviour change ENGAGING FOR ACTION Shambala
- 18. @JuliesBicycle #greenarts Enhancing the experience • Enhancing the experience example in e.g. bow arts ENHANCING THE EXPERIENCE Bow Arts
- 19. @JuliesBicycle #greenarts BUILDING THE BRAND Glyndebourne Opera House
- 20. @JuliesBicycle #greenarts Get specific Engaging for action Enhancing the experience Building the brand
- 22. @JuliesBicycle #greenarts Get specific Food bank partnership Local sourcing Visitors putting leftovers into the compost bins Engaging for action Enhancing the experience Building the brand
- 23. @JuliesBicycle #greenarts Greenwash tests 1.Are you continually improving what you do? 2.Is what you’re saying true?
- 25. @JuliesBicycle #greenarts Who’s the audience? Communications objectives Primary audience Secondary audience Communicate food banks work to Build the Brand. Visitors Locals who aren’t visitors Communicate 100% local sourcing to Enhance the Experience. Visitors Locals who aren’t visitors Get them to compost leftovers. Visitors N/A
- 26. @JuliesBicycle #greenarts This is Jay, she’s a local visitor. Lifestyle Young mum Cultural experiences Theatre and outdoor events Expectations Tiny tot fun and healthy, quick food Sustainability Aware and keen but not committed Media Social media and local paper
- 28. @JuliesBicycle #greenarts Journey stage Research Enter Show Eat Specific activity Walks into the venue with her buggy What’s important to her? Somewhere to park her buggy for the trip Our objectives Order food and build our brand Barriers None Opportunities 1. Posters 2. Pre-order sheet Her journey
- 29. @JuliesBicycle #greenarts How do you measure it?
- 31. @JuliesBicycle #greenarts Posters Pre-show ordering Highlight bin Our objectives Awareness of local sourcing and food bank Baseline Zero awareness Measurement activities Postcard survey with meals Indicators % awareness rates Measurement
- 33. @JuliesBicycle #greenarts Posters Objective Raise awareness of local sourcing Activity Posters in café and front of house Audience benefit 1. Fresh food for her child 2. Feel good 3. Talking point Message Our broccoli is locally sourced so it’s fresh and healthy Messaging Fresh Brockley broccoli. Kids love it Messages & Messaging
- 34. @JuliesBicycle #greenarts Messaging Tips 1.On brand 2.Personalise + translate 3.Rational + emotional 4.Keep it positive 5.Celebrate your achievements
- 36. @JuliesBicycle #greenarts Personalise + translate
- 37. @JuliesBicycle #greenarts Rational + emotional
- 38. @JuliesBicycle #greenarts Keep it positive
- 41. @JuliesBicycle #greenarts Next steps • Download the guide: juliesbicycle.com/resources • Tell your story • Get involved with local, national and international platforms • Share your achievements with us!
- 42. @JuliesBicycle #greenarts Join us in Leeds 11th November | 10am – 3pm The Tetley Announcing the latest insights and research on environmental change in the sector Guest speakers Discussion and action planning
Editor's Notes
- Founded in 2007, initially for the music industry Julie’s Bicycle is the leading global charity that bridges the gap between sustainability and the arts and culture. Our vision is a creative community with sustainability at its heart Our mission is to provide the inspiration, expertise and resources to make that happen. Our team brings together environmental expertise and the experience of the arts and cultural sectors. Our website constitutes the most comprehensive resource library developed specifically for the arts and culture industries. We work with over 1,000 cultural organisations across the UK and internationally. There are now over 2,000 Creative IG Tools users.
- We do three things: Expertise Rooted in our ongoing research programme delivered in partnership with Oxford University, we gather the environmental data of almost 2,000 creative organisations via our Creative Industry Green Tools (now a funding requirement for Arts Council England and shortly Creative Scotland). Free to use, the Creative IG Tools allow you to monitor your environmental impacts. Designed and developed by experts from within our sector, they are shaped specifically for the creative industries. We are consulting and certifying over 70 creative organisations, working across the European Union and advising on international cultural policy. E.g. EE Music Capacity building We have created a unique, expert and comprehensive free resource covering every aspect of greening creative business: production, energy, waste and water management, travel, touring, festivals, governance, commissioning, marketing and communications, staff and audience engagement. Our website is used by companies and individuals from 178 countries. Thought leadership Annually our programme of events attract creative practitioners from across all fields; we have numerous international speaking engagements; and we drive a number of priority ‘stretch’ campaigns across the creative industries throughout the year. Our current thought leadership programme, Sustaining Creativity looks at the ideas and people shaping the green creative economy. This photo is from the Whitworth Gallery in Manchester where we held an event on the Value of cultural buildings in cities. We bring together people from a diverse range of disciplines, including architects, venue owners and academics. For example we also did a similar event at the Liverpool Everyman, with the architects It’s our strand of work involved with expertise that benchmarking falls under
- Global moments you can dove tail with
- Introduce yourself!
- 1in 3 – 4k millennials from 12 countries (edleman) http://www.slideshare.net/EdelmanInsights/8095-global-external-final 55% Nielsen – 2014 30k across 60 countries http://www.nielsen.com/content/dam/nielsenglobal/apac/docs/reports/2014/Nielsen-Global-Corporate-Social-Responsibility-Report-June-2014.pdf
- http://www.economist.com/news/britain/21656235-why-boom-big-outdoor-music-festivals-may-not-be-sustainable-smells-middle-aged-spirit Festivals grow. Market – more specialisation. Higher expectations. Opportunity to stand out initially. And get ahead over time.
- Start with the fundamentals. Objectives. Often get overlooked. Einstein said - 'If I had an hour to solve a problem I'd spend 55 minutes thinking about the problem and 5 minutes thinking about solutions.' Idenitfying your objectives is the first thing to do. From a comms perspective there are three types of objective that are all interconnected. Engaigng for action is bhvr change. It impacts on the experience. This in turn and together build your brand. Quick thing on a brand. It’s not your logo, typeface colour palette its what you stand for, what makes you differen, its what people say about you when you’ve left the room. It’s important to really think about your objectives and how they all ladder up to building your brand.
- Shambala do lots. One of the things is banning plastic bottles. That’s behaviour change, but they know that to make it work with the festival, and build the brnad, they know they need to create positive experiences. Hence the stand pipes, infographics about why they’re doing it and what it means for visitors, reminders in ticket packs etc.
- They’ve created the garden. Imagine how it would feel to know you’re drinking the freshest tea you’ve ever had, grown right there.
- Do a lot on sustainability. One of the biggest things they do, literally is their wind turbine. If you go you see it. On the website there’s a section about it. They don’t shout about it because it doesn’t require behaviour change, nor does it directly enhance the experience. But it builds the brand. It’s a subtle cue to visitors that they are aware of the world around them, they’re willing to take action and be progressive in how they do it. The kind of associations any cultural organisation wants for its brand. Gl-eye-n bourne. They also PR what they do. Iconic for the arts and culture sector and build their brand.
- So I created this tool to help you apply these three objectives. It’s pretty simple: Does this activity need my audience to do something different – behaviour change, circle 1 Does this activity make the audiences experience more engaging – circle 2 If none of the above, but still about what you’ve done as an organisation, its circle 3 – building the brand So you’d get the list of htings youd want to communicate and you pin them in the relevant circles. Check a couple of things – have you considered operational activities and spikes of activitiy, like productions? Have you thought about external events like COP 21 or earth hour?
- Use an example. This is my theatre. We’ve got a café. We run mums and tiny tots productions at 11am.
- At my café we do lots of different things around food. Explain why the activities break down as they do
- People are afraid of greenwashing. Its one of the big barriers to communicating this stuff. Two tests. Explain the shell image and why it doesn’t pass the tests. It’s visual and copy. Work on this. Clearer bullet points.
- The next level of defining the problem is who youre talking to in order to achieve your objectives. Importance of focusing on a specific audience. Better comms are produced. More effective. More satisfying. Helps you be more creative
- Talk through why these audiences For many organisations sustainability is seen as a nice thing to do but doesn’t directly contribute to the commercial success of the business. That’s not true. This stuff matters because it makes people feel more positive towards an organisation and emotions are a fundamental part of human decision making. Take my café. The things I;m doing are ways I can reach my local community and get more people in.
- Get really, really specific. Kurt Vonnegut said write for an audience of one to give writing intimacy and immediacy. “For my own part, though: It would have been catastrophe if I had forgotten my sister at once. I had never told her so, but she was the person I had always written for. She was the secret of whatever artistic unity I had ever achieved. She was the secret of my technique. Any creation which has any wholeness and harmoniousness, I suspect, was made by an artist or inventor with an audience of one in mind.” Here’s Jane….. Explain why each thing is useful
- Importance of considering the journey. It helps you ID how to reach them. It helps you understand them. It makes you respect them more. Comes from service design.
- Comes from service design, where you think through in detail the user journey. In marketing they talk about touch points, and this is one way to identify them and map them out. Talk through e.g. buggy park – shes looking, so lets put something there. Very specific, which is the strength. Could expand e.g. How does Jane find out what to go to? – research stage, looking in the paper. We could do invite the local paper in to look at our cool café with its local sourcing and talk about our work with the local foodbank.
- Important because if you don’t measure you don’t know what’s working.
- Oxford Contemporary Music runs events. To test how effective their marketing spend was they ran a survey. They found that, although their brochure took up the majority of their budget, only 11% of the ticket sales could be attributed to it. To decide what to do about the brochure, they compared the cost of the brochure with the revenue it generated. The brochure was the majority of their marketing spend, so even compared to the potential lost revenue, stopping it made sense. When they stopped the brochure, they invested more in other communication activities, which made up for the potential 11% drop in ticket sales from the brochure
- Simple approach to it. Explain why baseline is important Keep it simple
- Message is what you say. Messaging is how you say it.
- Two deforestation campaigns. Overarching same broad focus– raise awareness. One is more targeted and uses it’s target’s brand. The result is far more eye catching and engaging. More likely to reach the audience who care about Barbie.
- Nudie jeans – Rational – you don’t need to wash your jeans very often at all. Doing so is a huge environmental impact. Emotional – not washing them means you personalise them because when you wash them you lock in the patina that makes them personal, yours.
- Talking about rational water situation – water scarcity etc. But makes this dry and too big message relevant by talking about what water means to us emotionally.
- Gocarshare Personalise and translate Keep it positive Celebrate – lots of fun!