Webinar: Communicating Sustainability
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A guide designed to support communications professionals and ‘green’ champions to communicate environmental activities and achievements effectively to a diverse range of stakeholders.
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Webinar: Communicating Sustainability
- 1. @JuliesBicycle #greenarts Communicating Sustainability A Practical Guide Webinar starts at 11am Sholeh Johnston, Julie’s Bicycle David Willans, Communications Consultant Lucy Latham, Julie’s Bicycle
- 3. @JuliesBicycle #greenarts What do you want to get out of today’s webinar? Tell us in the comment box
- 4. @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
- 5. @JuliesBicycle #greenarts • Expertise • Capacity building • Thought leadership
- 6. @JuliesBicycle #greenarts - Building on the success of two programmes from 2012-15 - A rich event programme - New resources and case studies - Leadership - Support for Arts Council England
- 8. @JuliesBicycle #greenarts The challenges • Confidence • Understanding greenwash • It can feel complicated • Making it positive • Time and planning • Prioritisation
- 10. @JuliesBicycle #greenarts Today • Introduction • Using the guide • Some great examples • Discussion and Q&A
- 11. @JuliesBicycle #greenarts What do you want to achieve?
- 15. @JuliesBicycle #greenarts Get specific Food bank partnership Local sourcing Visitors putting leftovers into the compost bins
- 16. @JuliesBicycle #greenarts Greenwash tests 1.Are you continually improving what you do? 2.Is what you’re saying true?
- 18. @JuliesBicycle #greenarts Who’s the audience? Communications objectives Primary audience Secondary audience Communicate about our food banks work to Build the Brand. Visitors Locals who aren’t visitors Communicate about our 100% local sourcing to Enhance the Experience. Visitors Locals who aren’t visitors Engage people to take action on composting leftovers. Visitors
- 19. @JuliesBicycle #greenarts This is Jane, she’s a local visitor. Lifestyle Young mum, who tries to be healthy and ‘do the right thing’. She’s gone from full time work to pushing a buggy. Cultural experiences Limited now, but before she liked the cinema, coming to our theatre and outdoor events. Expectations She comes in for our tiny tots theatre, so wholesome child entertainment and healthy tasty food. Sustainability She’s thinking about it more because of her new born. Media She’s a heavy social media user and has recently started taking more of an interest in local news e.g. local paper, joining local parenting facebook groups.
- 21. @JuliesBicycle #greenarts Journey stage Enter Show Eat Specific activity Walks into the venue with her buggy Goes to the theatre Goes to the cafe What’s important to her? Somewhere to park her buggy for the trip Fun time Healthy, quick food Our objectives Make it easy, buggy out the way Decide to eat after the show Compost leftovers. Tell her about our food bank work Barriers None Timings None Opportunities Highlight local food on posters at the front of the venue Take food orders before the show Highlight the compost bin. Poster of food bank
- 22. @JuliesBicycle #greenarts How do you measure it?
- 24. @JuliesBicycle #greenarts Posters Pre-show ordering Highlight bin Our objectives Local sourcing and food bank awareness Decide to eat after the show Compost the leftovers. Baseline Zero awareness Zero pre-orders 0kgs composted Measurement activities Postcard survey with meals No. orders Weigh bins Indicators No. people know we do it As above Composting rates
- 26. @JuliesBicycle #greenarts Posters Objective Raise awareness of local sourcing Activity Posters in café and front of house Audience benefit Really fresh food because it comes from local producers. People feel good because they are supporting local producers too. Message Meet John. His broccoli is picked in the morning and in our café for lunch. Messaging Fresh Brockley broccoli. Kids love it.
- 27. @JuliesBicycle #greenarts Messaging Tips 1.On brand 2.Personalise and translate 3.Avoid greenwash 4.Keep it positive 5.Celebrate your achievements
- 31. @JuliesBicycle #greenarts Connect with global moments Artcop21.com unep.org/ecalendar en.wikipedia.org/wiki/List_of_environmental_dates
- 34. @JuliesBicycle #greenarts Discussion • Any questions? • What are your challenges? • What upcoming opportunities are there to promote and celebrate the work you’re doing?
- 35. @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!
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
- It’s important to really think about your objectives and how they all ladder up to building your brand.
- To help you identify specific objectives for your individual actions and activities, use the tool and ask yourself: 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
- 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
- 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.
- Simplified approach. 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 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.
- Message is what you say. Messaging is how you say it.
- Gocarshare Personalise and translate Keep it positive Celebrate – lots of fun!
- Museum of water – Personalise and translate Keep it positive