Zero Waste Antigua Strategy

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A pro-bono document on behalf of a man who is single-handedly running recycling collections with his old van in Antigua for grassroots initiative Zero Waste Antigua and Rubber Duck recycling: https://www.facebook.com/pages/Rubber-Duck-Recycling

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Zero Waste Antigua Strategy

  1. 1. ZERO WASTE ANTIGUASTRATEGYCLIENT ZERO WASTE ANTIGUAJOB Brand StrategyDATE 2013
  2. 2. 01INTRODUCTION
  3. 3. ZERO WASTE ANTIGUAZero Waste is an ideal that requires awareness of what youbring to your world and how you will dispose of it. Lets worktogether starting with recycling plastics and metals.HOW DID ZERO WASTE ANTIGUA START?Martin Dudley, a keen environmentalist and local of Antiguasaw increasingly the problems associated with recycling in hiscountry and hence, decided to boldly change it.He bought a van and started running collections between thebins and the recycling facilities in Antigua. Connecting withthe local yachting scene and the community, he hopes intime, his (unpaid) job will be made redundant.
  4. 4. ANTIGUA WASTE SITUATIONPollution solid waste was cited as a Challenges include changing the operations such as garages andproblem of national priority in psyche of the public regarding solid factories is done via open sewers.    Antigua. In addition to poor waste disposal and capacity to use Improperly managed liquid waste often  behavioural attitudes by residents with recyclable materials in an economically  leads to compromised fresh andregards to littering, another critical viable manner. With respect to liquid marine waters quality.  element of this issue is that the waste most of the population ofmajority of waste consists of Antigua and Barbuda rely on septic There are challenges with respect tomanufactured and imported products. tanks, pit latrines and pitless latrines for finding appropriate disposal forThe increase in waste is expected to sewage disposal.     hazardous waste. The resultingshorten the life cycle of landfills, consequence of all pollution is thethereby increasing pressure on Further to this, even where there are threat to both public health and thegovernment to expand existing or find existing sewage systems they are often physical environment.    new appropriate land (a scarce and inadequate. Pesticides used inexpensive resource) to support waste   agriculture are improperly disposed of,  assimilation.   and liquid waste from commercial
  5. 5. ROLL CALL FOR PARTNERSHIPSHELP SAVE A PIECE OF PARADISE
  6. 6. ROLL CALL FOR PARTNERSHIPSHELP SAVE A PIECE OF PARADISE
  7. 7. ROLL CALL FOR PARTNERSHIPS ASSOCIATIVE MARKET OPPORTUNITIES1. BRAND ASSOCIATION 3. EDUCATION INITIATIVEBy associating with Zero Waste Antigua, brands demonstrate to Demonstrate support and future vision through partnering on atheir consumers their support for sustainability and a vision for the “Rubber Duck Recycling” education package targeted at localfuture. All communications to feature associative branding and schools. Full brand exposure on materials and publications.online links. Public relations and media opportunity.Increase brand recall, reputation and recognition.2. BRAND EXPERIENCE 4.  WEBSITE DEVELOPMENTIn association with Zero Waste Antigua and Rubber Duck In order to expand on communications, a website is required toRecycling, the opportunity to engage an audience through fund feature on all communications and continue the story of theraising events. work that is taking place.Increase brand engagement and sampling opportunity Associative branding, stockholding of website
  8. 8. WHAT WE NEED1. STAFF / SUPPORT / FUNDING2. UPGRADED COLLECTION VEHICLE(S)3. BINS4. COLLECTION MATERIALS – GLOVES, BAGS5. AWARENESS – PUBLIC SERVICE ANNOUNCEMENTS, PR, COMMS6. ‘ZERO WASTE ANTIGUA STAMP OF APPROVAL’ PROGRAM7. WEBSITE DEVELOPMENT
  9. 9. THE MAKE UP ‘HERO’ BRAND ZERO WASTE ANTIGUA (B2B) RECYCLING FASCILITATION, EVENTS & COMMUNITY AWARENESS PLATFORM (B2C) RUBBER DUCK RECYCLING
  10. 10. FOOD FOR THOUGHT CORPORATE SOCIALRESPONSIBILITYCSR policy functions as a built-in, self- stakeholders, consumers and Industrialization, in many developingregulating mechanism whereby a community. countries, is booming as a result ofbusiness monitors and ensures its active both technology and globalization.compliance within the spirit of the law, Environmental consciousness is a Consumers are becoming more awareethical standards, and international growing movement in Antigua, despite of the environmental and socialnorms. CSR is a process with the aim a lack of infrastructure, therein lies an implications of their day-to-dayto embrace responsibility for the opportunity to be first to market with consumer decisions and are thereforecompanys actions and encourage a associative environmental activity in beginning to make purchasingpositive impact through its activities on line with the needs of the people of decisions related to theirthe environment, consumers, Antigua and most importantly, the environmental and ethical concerns.employees, communities, stakeholders environment. However, this practice is far fromand all other members of the public consistent or universal.sphere who may also be considered as The rise in popularity of ethicalstakeholders consumerism over the last two decades can be linked to the rise of CSR. AsIn an increasingly competitive global population increases, so does thelandscape, brands have to work harder pressure on limited natural resourcesin order to differentiate themselves and required to meet rising consumerdemonstrate their alignment with the demand (Grace and Cohen 2005, 147).
  11. 11. WHATS IN IT FOR PARTNERS?
  12. 12. Antigua Waste Facilities RECYCLING WASTE IS SEPERATED AT THE PLANT
  13. 13. CURRENT LANDSCAPE: The Challenge DESPITE HAVING A RECYCLING PLANT, ANTIGUA HAS NO RECYCLING COLLECTION FASCILITIES
  14. 14. CURRENT OBSTACLES: Change is desperately needed LACK OF NO POOR EDUCATION LEADERSHIP INFRASTRUCTURE INCREASING BEAUROCRACY TOURISM
  15. 15. WHAT WE ARE DOING: being the change we want to see in the worldSINGLE-HANDEDLY RUNNING RECYCLING COLLECTIONS FOR LOCAL VENUES & EVENTS
  16. 16. 02BRAND VISIONBRAND VISION DEFINITIONWhat does the brand stand for?
  17. 17. BRAND VISION OUR AMBITION CREATE A MOVEMENT TOWARD A ZERO WASTE ANTIGUA
  18. 18. BRAND VISION OUR AMBITION
  19. 19. BRAND VISION CHANGE OURRELATIONSHIP TO WASTE
  20. 20. 03ROLEROLE DEFINITIONThe role is the pragmatic and rationaldelivery of our purpose. The role defineshow the brand goes about doing things tofulfill its purpose.
  21. 21. ROLEEquip and empower the game changers of Antigua in order to leadthe community toward a closed loop economy.
  22. 22. 04POSITIONING & CUSTOMERVALUE PROPOSITION POSITIONING DEFINITIONinternal statement that states the market inwhich you compete, how you compete andyour unique point of difference.PROPOSITION DEFINITIONThe reason that someone chooses yourbrand over another.
  23. 23. POSITIONING GOLDEN RULES A POWERFUL BRANDPOSITIONING NEEDS TO BE Visionary Different Motivating Credible
  24. 24. POSITIONINGRUBBER DUCK RECYCLING WATER IS INCREASINGLY PEOPLE DON’T WANT TO GET LEADING BY EXAMPLE HOW DOES A JOB THAT SCARCE & YET ESSENTIAL THEIR HANDS DIRTY TO BE THE CHANGE SHOULDN’T EXIST
  25. 25. POSITIONINGZERO WASTE ANTIGUA WAVES THE GREEN FLAG THROUGHACTION NOT JUST WORDSCUSTOMER VALUE PROPOSITIONZERO WASTE ANTIGUA IS A VALUABLE AND ESSENTIALMEMBER OF SOCIETY, PUSHING A CAUSE ESSENTIAL TOSURVIVAL & OUR FUTURE.
  26. 26. 05VALUES & ATTRIBUTESVALUES DEFINITIONValues represent the code by which your brandlives. If a decision doesn’t reflect your brandvalues, then it isn’t the right one.
  27. 27. Its not just about theVALUES & PERSONALITYDRIVE ENDURING RELATIONSHIPS WITH PEOPLE benefits Brand values and personality drive enduring relationships with people Community Values Values Relationship = Linkage Community Personality Personality
  28. 28. VALUES DEFINED LOYALTY LOVE HUMOUR REBELIOUS ENERGY STREGNTHA strong feeling of An intense feeling Being able to Creating change in Tenacious and An innate power tosupport or of deep affection: laugh at life while a time of inertia excitable nature. succeed regardlessallegiance. There a great interest embracing it. and ‘blah blah’ A positive attitude of challenges faced.no matter what. and pleasure in full of energy Physical and something or physically and emotional power to someone. mentally. overcome.
  29. 29. 06PERSONALITYPERSONALITY DEFINITIONPersonality traits are the human characteristicsof your brand. They are expressed throughevery aspect of your brand’s identity.
  30. 30. PERSONALITY1. EARTHYWhile live 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 changein others. We want to make the world a better place for all (including those who are not conscientious).4. PERSONALWe provide a personal touch in everything we do. Its about being understanding and also knowing the importanceof the little touches we make.
  31. 31. PERSONALITY5. INSPIRINGWe want to motivate and empower communities by being an inspiration to them and allowing them to be so forothers.6. FUNWe recognise the importance of having fun without being childish, we want people to enjoy themselves and to letthemselves go and have fun.7.CREATIVECreativity is at the heart of what we do. We believe that through creativity, we learn and push the boundaries of ourperception of ourselves and the world.
  32. 32. BRAND BEHAVIOURMAP ATTITUDE LOVE STREGNTH PERSONALITY FUN EARTHY REBELIOUS CREATING CREATIVE CHANGE CONFIDENT THROUGH COMMUNITY HUMOUR INSPIRING POSITIVE PERSONAL LOYALTY FUN
  33. 33. BRAND VISUAL CONTEXT
  34. 34. 07AUDIENCE
  35. 35. TARGET AUDIENCE DEFINEDYOUTHChildren are the leaders of tomorrow and their engagement with sustainability is integral to their survival in afuture where resources are increasingly finite. They have short attention spans, need to entertained and the opinionsof 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 theircommunity.SERVICE ORGANISATIONSOrganisers recognise the need to support and promote social initiatives to ensure continual business and positivereputation. E.g. Antigua Tourism
  36. 36. TARGET AUDIENCE DEFINEDNATURE LOVERS SERVICE ORGANISATIONS YOUTH CULTURAL LEADERS INFORMED & CONSCIENTIOUS
  37. 37. YACHTYS 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*WITNESS THE DESTRUCTION WASTE HAS ON THE OCEAN * via urban dictionary
  38. 38. RASTAS 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 Jamaicas people nowadays.*THEY WORSHIP & LIVE OFF THE LAND * via urban dictionary
  39. 39. YOUTH The children of Antigua are the future. They are technologically aware, energetic and persuasive on peers and family.THE FUTURE * via urban dictionary
  40. 40. LOCAL COMMUNITY EVERYONE LOVES NATURE
  41. 41. 08BRAND PLATFORM
  42. 42. RECOMMENDED BRAND TEXTURE •  Honest & frank •  Loveable rogue •  Approachable & sincere
  43. 43. COMMUNICATION PLATFORM: Wave the Green Flag CREATE A MOVEMENT
  44. 44. COMMUNICATION PLATFORM AWARENESS ENGAGEMENT ACTION•  Posters created by local school •  Create a local ‘sustainability’ •  Next generation children standard enabling businesses to education on waste•  School education programming seek stamp of approval •  Public service•  Local media broadcast •  Engaging cultural leaders and programming •  Sailing event support providing an info package: head •  Create demand for•  Stickers – cars/boats/boards masters, musicians, surfers, regular island recycling•  Van branding preachers infrastructure•  Music fundraising •  Facebook updates•  Petition for Recycling fascilities
  45. 45. BRAND ACTION PLAN
  46. 46. MESSAGING / ACTIVITY: YACHT CLUBSMake recycling integral to being on a boat
  47. 47. MESSAGING: LOCAL INITIATIVES Make recycling associated with consciousness, respecting nature and being cool.
  48. 48. LONG-TERM CONSIDERATIONSDATABASECreate a database which includes demographic data where possible. Use this information to appropriately targetand 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 giveawaysINFLUENCER & PR STRATEGY Find leading relevant online communities and publications to represent and leverage. Using digital press releasereach out offering compelling content (potentially promotion).CONTENTCreate engaging content which demonstrates the product and adds value to loyal customers. Shareable (“make melook 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 todemonstrate importance of cause.
  49. 49. APPENDIX
  50. 50. MAN ON A MISSION: ABOUT MARTINAntigua has been Home since 1969, in challenges that are faced by the eco Initiated at the Antigua Classicthat time Martin has seen many system, due directly to mankinds Regatta, we collected from allchanges, not just in this piece of influence. After attending IWC competing vessels and a few other,Paradise, but also around the world via meeting as a correspondent and the in taking some 2.5 tons, to the recyclingtravels in America and Europe and depth study of the issue and issues plant and away from the landfill.vicariously around the world via the within, concluded that "we have a Conducted as an casual experiment, itinternet. problem Huston". was successful and appreciated by the participants of the events.Growing up in a sheltered mangrove From Oceanis litter, to Ship Collisionscreek that was  then remote, it is now and Stinky Whales, blubber and fish Encouraged by this we resumed serviceone of the sought after residential have become contaminated with and have collected some 6tons andareas, with an industrial park to industries chemicals, making it poison counting, with the experience of twowindward! Early years organizing a for indigenous Inuits and the like to Seasons, Two Classic regattas and Twosponsored row down the Thames, breast feed their children, not alone, Sailing weeks, we are ready.while attending school and having a the Indigenous people and Wildlife arefortunate education. having it very rough, due to the Seeking solutions within the circular demands of humanities "Industry". economy, growing organically the yearsWorking in a mix of jobs in the of this experiment need to move nowhospitality industry, from the Captured by the subject of waste and on a firmer footing with full participantDorchester Hotel to Classic Charter particularly plastic pollution, the associates and collaborators.yachts and film production. realization that while Antigua had the capacity to recycle this was a NGOHaving always been concerned by effort lead by the Rotary Sundown,environmental issues, which was Antigua. The seeming main weaknessexpressed via close examination of the awareness, transport and collection andWhaling issue and the dynamics at lack of meaningful Governmentplay, an iconic example of many of the support.

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