Zero Waste Antigua is an organization started by Martin Dudley to promote recycling in Antigua. He began coordinating collections between businesses and recycling facilities using a van. His goal is to make recycling the norm on the island. The document outlines Zero Waste Antigua's brand strategy, including their vision to create a zero waste movement in Antigua, their role in raising awareness of recycling issues, and their plans to engage communities through various awareness and action initiatives.

1. ZERO WASTE
ANTIGUA
STRATEGY
CLIENT ZERO WASTE ANTIGUA
JOB Brand Strategy
DATE 2013

2. INTRODUCTION 0
1

3. 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 ??

4. ANTIGUA WASTE SITUATION
??????

5. ROLL CALL FOR PARTNERSHIPS
HELP CONSERVE OUR PIECE OF PARADISE

6. ROLL CALL FOR PARTNERSHIPS
HELP RESCUE OUR PIECE OF PARADISE

7. ROLL CALL FOR PARTNERSHIPS
ASSOCIATIVE MARKET OPPORTUNITIES
Fund raising ventures, eg;1% to bill - Environmental
Levy etc

8. 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.

9. THE MAKE UP
ZERO WASTE ANTIGUA
ZERO WASTE ANTIGUA ‘HERO’ BRAND
(B2B)
RECYCLING FASCILITATION, EVENTS
& COMMUNITY AWARENESS PLATFORM
(B2C)
???
RUBBER DUCK
RUBBER DUCK
RECYCLING
RECYCLING

10. FOOD FOR THOUGHT CORPORATE SOCIAL
RESPONSIBILITY ???

11. WHATS IN IT FOR YOU?
???

12. Antigua and Barbudas recycling Facilities
RECYCLABLE MATERIALS ARE SORTED AT THE PLANT
We have better pics

13. CURRENT LANDSCAPE: The Challenge
We have better pics
DESPITE HAVING A RECYCLING PLANT, ANTIGUA HAS
A WEAK RECYCLING COLLECTION INFREASTRUCTURE

14. CURRENT OBSTACLES: Change is over due
POOR EDUCATION
???

15. WHAT WE ARE DOING: being the change we want to see in the world
SHORT-HANDEDLY RUNNING RECYCLING COLLECTIONS
FOR LOCAL VENUES & EVENTS

16. BRAND VISION 0
2
BRAND VISION DEFINITION
What does the brand stand for?

17. BRAND VISION OUR AMBITION
CREATE A
ZERO WASTE MOVEMENT
IN
ANTIGUA AND BARBUDA

18. BRAND VISION OUR AMBITION

19. BRAND VISION
CHANGE
COMMUNITIES
RELATIONSHIP TO WASTE

20. ROLE 0
3
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.

21. ROLE
Raise awareness and improve understanding of the related issues
Instill personal responsibility
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.

22. POSITIONING & CUSTOMER
VALUE PROPOSITION
0
4
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.

23. POSITIONING GOLDEN RULES A POWERFUL BRAND
POSITIONING NEEDS TO BE
Visionary
Visionary
Different
Different
Motivating
Motivating
Credible
Credible

24. ????
POSITIONING
RUBBER DUCK WATER IS SCARCE, YET PEOPLE ARE AFRAID TO GET LEADING BY EXAMPLE HOW
RECYCLING DOES A JOB ESSENTIAL THEIR HANDS DIRTY TO BE THE CHANGE
THAT SHOULDN’T EXIST

25. POSITIONING
ZERO WASTE ANTIGUA WAVES THE SUSTAINABE FLAG
THROUGH ACTION NOT JUST WORDS
CUSTOMER VALUE PROPOSITION
ZERO WASTE ANTIGUA IS A VALUABLE AND ESSENTIAL
MEMBER OF SOCIETY, PUSHING A CAUSE ESSENTIAL TO
SURVIVAL OF SUSTAINABLE DEVELOPMENT

26. VALUES & ATTRIBUTES 0
5
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.

27. Its not just about the benefits
BRAND VALUES & PERSONALITY
DRIVE ENDURING RELATIONSHIPS WITH PEOPLE
Brand values and personality drive enduring relationships with people
Community
Values Values
Relationship
Relationship
==
Linkage
Linkage
Community Personality
Personality

28. VALUES DEFINED
Bio-centric - Nature provides clean air water and food for well being

29. PERSONALITY 0
6
PERSONALITY DEFINITION
Personality traits are the human characteristics
of your brand. They are expressed through
every aspect of your brand’s identity.

30. PERSONALITY
1. EARTHY
While alive 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 Life, human and others (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.

31. 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 recognize the importance of having fun without being childish, we want people to enjoy themselves and to let
themselves go and have fun.
7.CREATIVITY
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.
8. SERVICE
This is our service to our Home
9. Personal Responsibility for impacts

32. BRAND BEHAVIOUR
MAP
ATTITUDE
LOVE
STREGNTH
PERSONALITY
FUN EARTHY
REBELIOUS CREATING
CREATIVITY
CHANGE
CONFIDENT
THROUGH
COMMUNITY
HUMOUR
INSPIRING POSITIVE
??? PERSONAL
open LOYALTY
concerned FUN

33. BRAND VISUAL CONTEXT

34. AUDIENCE 0
7
Need pics with people of all colour, officials
and revelers and family

35. 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

36. TARGET AUDIENCE DEFINED
NATURE LOVERS SERVICE
ORGANISATIONS
YOUTH CULTURAL
LEADERS
INFORMED
Need White people in here too
& CONSCIENTIOUS
Beach and sea users,sportsfolks and

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*
Better definition and profile
Ocean users, beachgoers,
fishermen, sailors.. To inland
sports folks, cricket,cycling etc
THEY SEE THE DESTRUCTION WASTE HAS ON THE OCEAN
* via urban dictionary

38. Christian community - responsible stewardship
Creation etc
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 Jamaica's people
nowadays.* not universally seen
Rasta
as this, to many fakes!
Target support audience
despise! Best ommited!
THEY WORSHIP & LIVE OFF THE LAND
* via urban dictionary

39. YOUTH
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 responsibility
Unrealistic aspirations
A POTENTIALLY POWERFUL INFLUENCE ON THE FUTURE
* via urban dictionary

40. COMMUNITY
EVERYONE LOVES NATURE
NOT ENOUGH RESPECT IT
NOT REALISEING THEIR PERSONAL RESPONSABILITY

41. BRAND PLATFORM 0
8

42. 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

43. COMMUNICATION PLATFORM: Wave the Green Flag
Use Zero Waste
Logo
QuickTime™ and a
decompressor
are needed to see this picture.
CREATE A MOVEMENT

44. COMMUNICATION PLATFORM
AWARENESS
AWARENESS ENGAGEMENT
ENGAGEMENT ACTION
ACTION
• Posters created by local school • Create a local ‘sustainability’ • Next generation
children standard enabling businesses to education on waste
• School education seek stamp of approval • Public service
programming • Engaging cultural leaders and programming
• Local media providing an info package: head • Media engagement
broadcast/engagement masters, musicians, sports people, • Create demand for
• Sporting event support preachers regular effective
• Stickers – cars/boats/boards • Facebook and Social Media recycling infrastructure
• Van branding updates • Work with importers to
• Music fundraising release Environmental
• Develop contracts w/ statutory levy redemption funds
body for collections and
• Social Entrepreneurial model

45. BRAND ACTION PLAN
Two more pictures Another slide to show bins
1.Bag roll w/instructions
2.Domestic Use Set up, in action and being serviced
3. Collection

46. MESSAGING / ACTIVITY: Marine activities
Don’t Duck it, recycle and dispose properly
Make recycling integral to waste handling, management and personal
responsibility

47. MESSAGING: LOCAL INITIATIVES
Make recycling and zero waste
associated with consciousness,
respecting the vitality of
nature, being cool and
responsible.

48. LONG-TERM CONSIDERATIONS
Funding mechanisms/underwritin by corporate support
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 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).
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.

49. APPENDIX

50. ???
ABOUT MARTIN