KAB (Hi How are you Project)

HDG602 SUSTAINABLE DESIGN (Design Research Studio) Project name: STRATEGIC BRANDING, Keep Australia Beautiful and Sustainable Cities.

Student Name: rueanglada,PUNYALIKHIT (Kwan) Student ID: 5753295 (MMD)

Lecturer name: Nicholas Mau Class time: Monday 2.00 pm Deadline date: 31 March 2008

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Real generosity toward the future lies in giving all to the present .

by. Albert Camus

I don’t think so, in that Virgin is already a global brand. Brands like Amazon have had to spend hundreds of millions of pounds you know, building their brands, whereas Virgin is already well-known around the world., Richard Branson And I’m not an actress. I don’t think I am an actress. I think I’ve created a brand and a business., Pamela Anderson

And what we did with this new company in 1985 is we did start focusing on PCs instead of video game machines, because we learned the hard lesson about bringing a product to market in a consumer world where it’s very expensive to build a brand and get distribution and so forth., Steve Case When we finish this tour we are going to begin writing and go into the studio to hopefully have a brand new Foreigner album out in early spring next year. This will be the first Foreigner album out in about ten years., Lou Gramm Every advertisement should be thought of as a contribution to the complex symbol which is the brand image., David Ogilvy

Contents

SUSTAINABILITY

01. Context

01

What is KAB?

02

What is KAB stand for?

03

KAB organizational structure

04

How many projects does KAB have?

13

KAB supporter?

14

KAB Brand Identities

15

05. Target Audience

40

KAB Products

16

06. SWOT

41

KAB Media

17

07. Outline of Process

44

What is sustainability?

19

08. Brand Strategies

45

Sustainable cities awards

20

09. Ideation

46

02. Brand Barometer

33

Reconnect

47

03. Brand Value & Mood board

34

Recruit

51

04. Competition

35

Retain (How are you? Campaign)

56

10. Summary

63

Bibliographies & references

64

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Define

01. Context

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What is KAB? • The Keep Australia Beautiful(KAB) is one of conservation organizations was formed across Australia in the early 1970s with the incorporation of organisations in most States and Territories and with a national peak body. A similar organisation 1 had been formed in 1953 in the USA which, while it initially focused on anti-litter campaigns, had developed an increasing focus on clean communities in the 70s and 80s. Organisations that follow the same or a similar theme operate in some other countries, and are apparently highly regarded in those places for the value that they deliver.

• The framework of the strategy KAB provided a focus on litter prevention and management and has seen many initiatives introduced to change community attitudes and behaviors will now be included in the Environmental Protection Act. • KAB has an office in each state and territory (8 places), a year round calendar of activities and a national network of community volunteers, local councils and service clubs.

• The central secretariat for the network (called KAB National Association) is located in Canberra, ACT. • KAB is best known for its awards programs that identify, acknowledge and promoteexcellence in grass roots environmental initiatives. These include Tidy Towns,Sustainable Cities and Clean Beaches. Each of the awards programs celebrate thework of local communities striving towards sustainability.

• KAB activities that involve up to 3 million Australians each year.

1. Keep America Beautiful: http://www.kab.org/ SUSTAINABILITY

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What is KAB stand for?

This research details the findings KAB stand for:

• To help reduce litter and littering in Australia through the development and implementation of effective policy, education and enforcement initiatives.

• Ensuring that the use of renewable natural resources is sustainable.

• Promoting the reduction of pollution and wasteful consumption.

• KAB has committed to providing excellent service to the general public as well as KAB member.

• KAB has engage value teamwork, integrity and effort.

• KAB aim to maximize the use of the resources invested in people.

• Strive to achieve high results on a continuous basis.

• KAB works hard to achieve quality-exceeding expectations.

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KAB organizational structure As we know KAB has an office in each state and territory that why in case of organization structure is also depend on each state.

For instance, this chart below is KABC (WA) Organizational Structure at 30 June 2007.

source: Keep Australia Beautiful Council (WA), Annual Report 2006-2007, p.8 SUSTAINABILITY

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KAB organizational structure “The Board of the Keep Australia Beautiful is comprised of community minded individuals.”

Keep Australia Beautiful National Board Chairman

National Board Member Profile Don Chambers Chairman

Don was Operations Manager for CSR’s Gyprock Victoria sector. Don & his wife Margaret were involved in the supermarket industry for a number of years. Don was also involved in the Wine and Agricultural Industry as Manager of Chambers Rosewood Winery and Marketing and Events Coordinator for the Wine Makers of Rutherglen.

Don is a long time member of Rutherglen Landcare, a member of the Gould League, Environment Victoria, Wodonga Athletic Club & Victoria Masters Athletics. Add the Rutherglen Historical Society & Indigo Shire Road Side Management and Audit Committee and this shows Don's dedication and commitment to the local community and a sustainable environment.

Don has also been Mayor of Indigo Shire Council and is on the board of Sustainability Victoria and North East Water and a committee member of the Water and Land Care Advisory Committies for North East Catchment Management Authority.

Don is also on the Victorian Litter Action Alliance (VLAA) Management committee. Don believes the most pressing environmental issues in Victoria (and indeed Australia and the World) is Climate Change, with water supply & our soil condition (salinity, acid soil & carbon content) needing urgent attention in Australia.

Don is Chairman of Keep Australia Beautiful National Association and past Chair of Keep Australia Beautiful VIC.

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Keep Australia Beautiful National Association GPO Box 193, Canberra ACT 2601 P 02 9698 8773, www.kab.org.au ABN: 35 743 600 611

KAB organizational structure Keep Australia Beautiful National Board Senior Vice Chair Representing Western Australia

National Board Member Profile Mel Hay APM Senior Vice Chair (WA)

Mel is a retired Assistant Commissioner of Police having served in the Western Australia Police Service for 37 years. He was promoted to the rank of Assistant Commissioner in 1994 and since that time was a member of the police executive and part of the management team responsible for significant and profound change within the Western Australia Police Service. During this period he was responsible for and managed the operations of the Traffic and Operations Support portfolio for a period of 7 years and the Crime Investigation and Intelligence Support portfolio for 3 years. He was awarded the Australian Police Medal for distinguished police service in January 2000.

Mel is Senior Vice Chairman of KAB National Association and Chairman of Keep Australia Beautiful WA

Keep Australia Beautiful National Association GPO Box 193, Canberra ACT 2601 P 02 9698 8773, www.kab.org.au ABN: 35 743 600 611

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KAB organizational structure

National Board Member Profile Geoff Finch NT

Geoff commenced his accountancy career with Touche Ross Australia (formerly Thomas Sara Macklin) in 1972, he transferred to Touche Ross London UK during 1982 to1984, and transferred to KPMG Peat Marwick - Darwin (formerly Touche Ross) in 1989.

Keep Australia Beautiful National Board Representing Tasmania Representing Northern Territory

Since 1979 he has specialised in insolvency management, financial investigations, business viability evaluation, business planning, financial model development, and providing advice to small business owners and managers

Keep Australia Beautiful National Association GPO Box 193, Canberra ACT 2601 P 02 9698 8773, www.kab.org.au ABN: 35 743 600 611

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KAB organizational structure

National Board Member Profile Ashley Watson SA

Ashley is a Partner of national law firm Piper Alderman. He conducts a national practice for corporate clients in resources law, climate change, environmental law, planning and development, Native Title, Aboriginal Heritage and related matters.

Ashley is currently Chairman of KESAB Environmental Solutions in South Australia and a member of the Keep Australia Beautiful national board.

Keep Australia Beautiful National Board Representing South Australia

His current and past roles include: •

Chairman of the Environment Committee of Business SA,

•

Past President, honorary solicitor and life member, National Trust of South Australia and director of Australian Council of National Trusts,

•

Past President, National Director and current State Committee member Australian Mining and Petroleum Law Association,

•

Member of the Resources Industry Consultative Committee of the SA Government,

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Member of the Planning Committee of the Property Council of Australia - SA Division,

•

Accredited member of the Commonwealth Attorney General's Department "Native Title Practitioners Panel".

Ashley has delivered seminars and papers and produced publications on a wide range of environmental and related issues.

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KAB organizational structure Keep Australia Beautiful National Board Representing New South Wales

National Board Member Profile Val Southam JP Director (NSW)

Val Southam has been in the waste, recycling and environment industry for nearly 20 years. She has had experience in managing recycling reprocessing businesses, marketing of recycled products as well as managing the environmental affairs portfolio for several major Australian Corporates such as Smorgon and Southcorp.

Val was a former President of the Australian Council of Recyclers, an interim member of the Packaging Covenant Council and served 8 years on the board of the Beverage Industry Environment Council.

In June 2001 Val was appointed to the position of Chief Executive Office of the Waste Management Association of Australia.

Val is a member of the board of KAB National Association and of KAB NSW.

Keep Australia Beautiful National Association GPO Box 193, Canberra ACT 2601 P 02 9698 8773, www.kab.org.au ABN: 35 743 600 611

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KAB organizational structure Keep Australia Beautiful National Board Representing Queensland

National Board Member Profile Bruce Wallace (QLD)

Bruce Wallace is the Director of Publicity and Partnerships with Tourism Queensland. Bruce has been with Tourism Queensland for many years and has a thorough understanding of the issues affecting the tourism industry in both marketing and development. Bruce has been extensively involved with regional tourism throughout Queensland and has served on the board of many of the Queensland regional tourism organisations and is currently on the Board of the Outback Queensland Tourism Authority.

Through Bruce’s tourism involvement, he is acutely aware of the need to protect the natural assets we have and for communities to be sustainable and presentable in order to attract visitors. Through the Tidy Towns and Clean Beach Challenge programs, Bruce became involved with KAB and has been on the Queensland KAB board for over 14 years.

Bruce has a Bachelor of Arts and Master of Business Degree and in 1996, Bruce was awarded the Qantas Churchill Fellowship for Tourism. This Fellowship allowed Bruce to undertake a three-month study tour of the USA and Canada to investigate regional tourism organisations, the drive tourism market and the successful “Adopt-a-highway” roadside litter campaigns which have now been introduced to Queensland.

Bruce is passionate about Queensland and the KAB programs that deliver practical and educative programs that make a positive difference to our environment and the community in which we live.

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Keep Australia Beautiful National Association GPO Box 193, Canberra ACT 2601 P 02 9698 8773, www.kab.org.au ABN: 35 743 600 611

KAB organizational structure

National Board Member Profile Tanya Ha Director (VIC)

Director of Sustainability Victoria since October 2005

Keep Australia Beautiful National Board Writer, presenter, environmental campaigner Sustainable living advocate

Tanya Ha is a writer, television presenter, environmentalist and internationally recognised sustainable living advocate. She is best known as the Eco Coach in the award-winning SBS reality TV series Eco House Challenge, the author of the acclaimed eco-guide book Greeniology, and a media commentator on environmental issues. Tanya is a "people's environmentalist". She is a passionate advocate for the ways that ordinary people can help save the planet.

Tanya's work currently focuses on writing books and feature articles, environmental communication consulting and other green media projects.

Tanya spent many years working for Planet Ark, a non-political, nonconfrontational, populist environment group. She also serves on the Board of the State Government Authority

Keep Australia Beautiful National Association GPO Box 193, Canberra ACT 2601 P 02 9698 8773, www.kab.org.au ABN: 35 743 600 611

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KAB organizational structure

Keep Australia Beautiful Network CEO, NT Heimo Schober

Keep Australia Beautiful National Staff Executive Officer

Executive Director, SA John Phillips OAM

Office and Administration Manager

General Manager, TAS

Joanna Groves

Rob Loney

National Publicity Manager

CEO, VIC

National Tidy Towns Judge Dick Olesinski

Events Manager

Michelle Bordignon

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Jennie Anderton

Scott Lyall National

Lara Shannon

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CEO, WA

Wendy Jones

CEO, NSW

Peter McLean

CEO, QLD

Carole Miller OAM

How many project does KAB have?

KAB is best known for its awards programs that identify, acknowledge and promote excellence in grass roots environmental initiatives. These include 6 campaigns.

* Tidy Towns

* Sustainable Cities

* Clean Beaches

* Keep Australia Beautiful Week

* National Litter Index and

* Branded Litter Study Each of the awards programs (first two programs) celebrate the work of local communities striving towards sustainability.

KAB operation of a number of programs related to community education, enforcement, encouraging and rewarding sustainable behaviour change, as well as strategic policy.

In some state they also run regular litter campaigns, such as The Butt Stops Here and Please butt it, then bin it, to target cigarette butt litter by encouraging smokers to do the right thing and discard cigarette butts appropriately.

KAB also plays a key role in education. For example, The Clean Site program promotes best practice environmental management during building and construction and KAB EnviroEd Tours for students is one of the state’s best environmental interpretive programs both are in KABWS.

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KAB Supporter?

KABNA Gift Fund

How can persuade a sponsors?

For many years Keep Australia Beautiful has worked with industry and government sponsors to make the awards programs possible.

How to persuade people become a partners and sponsors.

Now, KAB offers a cause marketing or licensing program for organizations that wish to associate their product or service with this worthwhile environmental cause.

Licensing partners and their customers benefit from working with KAB as a not-for-profit association and registered Tax Deductible Charity.

Funds from the KAB licensing program go to the KABNA Gift Fund which is the registered fund for tax deductible donations. The KABNA Gift Fund then allocates those funds to projects within the KAB Network.

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KAB Brand Identities Logo

State and Territory’s Members of KAB 2

01. Northern Territory (NT) 02. Western Australia (WA) 03. South Australia (SA) 04. Tasmania (TAS) 05. Victoria (VIC) 3 06. Aust Capital Territory (ACT) 07. New South Wales (NSW) 08. Queensland (QLD)

2.The Northern Territory is a federal territory of Australia, occupying much of the center of the mainland continent, as well as the central northern regions. It shares borders with Western Australia to the west, South Australia to the south, and Queensland to the east.

3. The Australian Capital Territory (ACT) is the capital territory of the Commonwealth of Australia and its smallest self-governing internal territory. It is an inland enclave in New South Wales, situated in bushland.

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KAB Products

The KAB Green Ribbon logo identifies relevant partners, products and services that are helping Keep Australia Beautiful with its fundraising.

The KAB Green Ribbon logo helps distinguish the KAB Licensing Program from other program specific sponsorships or promotional activities. The logo is available for use on pack or at point of sale in return for a contribution from each sale. The logo is currently in layout form with artwork to follow.

Cigarette butt bins Keep Australia's Beautiful's stylish cigarette butt bins are available in stainless steel or marine grade stainless steel. You can even have your logo or promotional message etched onto the bins. source: http://www.keepaustraliabeautiful.org.au/

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KAB Media Print Ad

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source from http://adsoftheworld.com

KAB Media

TVC: Alisa Camplin for Tidy Towns on Ch 9

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What is Sustainability?

From the research, pursuit of sustainability has two key aspirations.

• Aspire to make the operations more sustainable. This means making changes that reduce the impacts of our operations on the environment and community whilst continuing to earn healthy profits.

• Our External Contribution. A aspire to influence the behavior of others.

Also build partnerships to help others adopt more sustainable practices, while they in turn may influence others. The ripple effect has significant potential for achieving community-wide sustainability.

• At KAB, they have developed programs called Sustainable Cities to communicate their message for Sustainable Development and when working with customers to support their sustainability efforts.

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source from : http://www.collex.com.au/

What is Australian Sustainable Cities awards ?

The Sustainable Cities program is an environmental awards program for urban and metropolitan communities in Western Australia.

Each City’s approach to the environment and achieving strategic sustainability outcomes. This has resulted in the delivery of a wide range of innovative programs and The Sustainable Cities Awards have projects that are protecting and been operating for over 10 years in improving local environment.

VIC, for 12 years in NSW and are now in their second year in the ACT. To apply innovative and practical solutions to tackle the full range The awards are intended to be of issues confronting our society, made national in the near future. The from climate change and conserving awards exist to identify, acknowledge resources to protecting our fragile and promote excellence in grass marine and coastal environments roots projects addressing urban and fostering the involvement of environmental issues. residents, schools and businesses in environmental protection and sustainability.

Sustainable Cities awards

environmental awards program SUSTAINABILITY

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Sustainable Cities awards Categories of

Sustainable Cities awards........

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Case Study Of Sustainable Cities awards Keep Australia Beautiful has announced the finalists for the inaugural Australian Sustainable Cities Awards 2007.

The Sustainable Cities program is part of the Keep Australia Beautiful ‘Australian Sustainable Communities’ Awards, which comprise Tidy Towns, Sustainable Cities and Clean Beaches.

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The Randwick City Council, KABNSW Randwick City Council’s Sustaining City Program Randwick City Council has addressed climate change and protected its fragile marine and coastal environments, while fostering the involvement of residents, schools and businesses.

This has resulted in a reduction of 2,000 tonnes in CO2 emissions through its home energy makeover program, as well as Council saving 20 million litres of water and 20 per cent in its energy consumption.

Randwick Council’s Sustaining our City initiative has often found itself the first in Australia to apply innovative and practical solutions to tackle the full range of issues confronting our society, from climate change and conserving resources to protecting our fragile marine and coastal environments and fostering the involvement of residents, schools and businesses in environmental protection and sustainability.

The Randwick City Council, KABNSW COMMUNITY ACTION Recognises achievement in community beautification, presentation and pride.

New programs have also been implemented including Wildlife Watch, enabling sightings of flora and fauna by residents and community groups to be recorded and contribute to the improved management and local and regional knowledge of threatened or endangered plant and animal species.

Community Involvement: Over the past year, Sustaining our City community education activities and events have attracted more than 7,000 local residents and visitors of all ages and include: • Randwick’s Ecoliving Fair, a celebration of World Environment Day, providing residents with free practical advice, workshops and demonstrations to encourage sustainability around the home, garden, school and business.

• A 2-week Summer Activities Program with activities for residents and visitors at our popular swimming beaches and coastal reserves, each carrying key marine and coastal conservation messages.

• Sydney’s only Earth Hour Public Presentation

by Earth Hour Ambassador, Sarah Bishop, with Peter Garrett Federal Member for KingsfordSmith, Planet Ark’s Jon Dee, and Andy Ridley from the World Wide Fund for Nature (WWF).

• “Come and Have a Sticky Beak” Open Days • Every quarter, Randwick residents are at Council facilities showcasing our major provided a series of free Sustainable Urban energy and water saving initiatives underway Living Workshops covering Sustainable at Council sites as well as offering free Gardening; Native Havens; Sustainability at advice, environmental giveaways, practical Home; Composting and Worm Farming. demonstrations and information to local residents.

• A free public seminar, ‘Measuring our Ecological Footprint in the Eastern Suburbs’ helping residents from across Sydney to explore and understand ways for the community to reduce their environmental footprint.

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The Randwick City Council, KABNSW HERITAGE AND CULTURE Recognises communities which proudly preserve and value cultural history.

Late in 2006, Council’s Sustaining our City program in conjunction with the La Perouse Aboriginal Land Council and Guriwal Aboriginal Corporation completed the Yarra Bay Bush Tucker trail. Supported with funding from the Metropolitan Greenspace Program, the bush tucker trail included training of local community members to provide short guided tours of the local vegetation at Yarra Bay.

Ride held in April this year. Each of these events included ‘bush tucker tastings’ so that as well as the local plants used as food, residents and visitors were provided the opportunity to taste them in food prepared especially by members of the local Aboriginal community.

A future project of the Bush Tucker trail includes a cultural heritage study and art objects prepared and installed at appropriate parts of the trail by The guides were also engaged to provide guided walks as part of the both elders and youth groups of the local community.

2007 Summer Activities Program and the Earth Day Community Bike

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The Randwick City Council, KABNSW ENVIRONMENTAL INNOVATION Recognises achievement through innovation by community, government and business under the principles and practical actions associated with environment protection and sustainability.

Following development by Council’s Sustaining our City team and input from environmental consultants, software specialists and experts from the University of NSW, a draft framework was presented to a workshop in March 2007, attended by 42 staff from 24 local Councils with another 15 from other organisations. A follow up workshop in June 2007 agreed to a revised framework and draft Council resolution enabling Local Councils to sign on to the Local Government Emissions Trading Scheme for commencement on March 1, 2008.

Randwick Council’s application and understanding of Ecological Footprint analysis and concepts and its previous work undertaken through the Sustaining our City program was the key driver to Council’s successful $1.9 million funding application with neighbouring Waverley and Woollahra Councils. Randwick’s 3-Council Ecological Footprint project led by Sustaining our City is facilitating a cooperative approach in educating the community and achieving measurable reductions in their consumption of natural resources.

This project has seen strong links and partnerships developed, including

Randwick’s support to operationalise ecological footprint methodologies led by the University of Sydney’s School of Physics into Council’s policy frameworks, and in supporting the innovative “eco-fingerprinting” approach developed by environmental educators, Vox Bandicoot and recently endorsed by Dr David Suzuki.

Council’s support of a community carshare for Randwick residents and staff with GoGet CarShare is the first such commercial arrangement with a local Government in Australia. Designated parking for hybrid and carshare vehicles has been established at six popular coastal and city locations.

The development and implementation of Randwick’s Home Energy Makeover, is presently the largest scale residential energy conservation campaign of its kind in Australia. This community focused campaign was launched in September 2006 by local resident Brad Fittler, one of Australia’s Rugby League greats and Randwick’s Home Energy Ambassador.

To date over 600 residents have taken the Home Energy Pledge with 300 Home Energy Audits completed; a saving of approximately 2,000 tonnes of CO2 and $400,000 off resident’s household energy bills.

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The Randwick City Council, KABNSW ENVIRONMENTAL INNOVATION - WATER Recognises achievement through innovation by community, government and business under the principles and practical actions associated with environment protection and sustainability with particular relevance to water conservation.

Having adopted a 20 percent reduction target for water consumption across the organisation, Randwick is on track to exceed this target through major water saving projects underway through Council’s Sustaining our City initiative.

Construction of a 140,000 litre underground stormwater re-use and recycling system has been completed at Council’s Community Nursery, saving in excess of 2 million litres of townwater per annum and providing 60 percent of the nursery’s water requirements.

Council’s wastewater re-use and recycling system at its main Works Depot completed with Sustaining our City funding has now saved more than 5 million litres of townwater and has made the Depot 70 percent self sufficient in its water needs.

Council’s Greenwaste Recycling Centre, which opened to residents in a “Come and Have a Sticky Beak” Open Day in November last year, showed off its 315,000 litre stormwater re-use and recycling system. The Recycling Centre has saved more than 4 million litres of water in its first 12 months and is supplying more than 90 percent of the Recycling Centre’s water requirements.

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Rainwater tanks, solar hotwater systems, solar pool heating and solar blankets installed at Council’s Des Renford Aquatic Centre are saving in excess of 20 percent of the indoor water needs.

Council commenced a program to support the installation of rainwater tanks in its local schools and has contributed to the installation of 50,000 litres of rainwater tanks at schools as well as assisted a number of schools prepare funding applications for larger scale rainwater tank installations.

Council has also expanded its own rainwater storage over the past year to 100,000 litres with a further 60,000 litres of rainwater storage under investigation including an innovative design project being undertaken for Council through an innovative Sustainability Agreement with the University of New South Wales (UNSW).

The Randwick City Council, KABNSW LITTER PREVENTION Recognises achievement in community litter management and reduction including the undertaking of litter audits, and litter education programs

With outdoor staff finding that contamination levels of material in the recycling bins was almost reversed from earlier attempts to introduce recycling at the beach (from 70 percent contamination to 30 percent contamination), the public place recycling was expanded early in 2007 to Randwick’s other popular swimming beaches at Maroubra and Clovelly. An external audit of the Coogee recycling station on behalf of Council by a student at UNSW has confirmed the positive results of the trial.

Council’s Sustaining our City has also conducted has included inspections and mapping of all side two separate audits of the Coogee sub-catchment entry pits to establish potential litter or nutrient this year. ‘hot spots’ in the sub-catchment.

1. to assist in efforts to improve the beach water quality impacted by the drainage network entering the Coogee Bay at the northern end of the beach. Often shown to affect the water quality for swimmers after heavy rains, the primary audit

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2. The secondary audit by an Honours student is going back over the 3 primary ‘hot spots’ identified to determine appropriate actions to take to reduce the impacts of these areas on Coogee Beach conditions during peak Summer months.

The Randwick City Council, KABNSW RESOURCE RECOVERY Since its opening in 2006, Randwick Council’s state-of-the-art Recycling Centre has contributed to Council’s overall diversion of waste material going to landfill by transforming 60,000 tonnes of construction and organic waste material into 16 high quality re-usable products processed to Australian Standards.

Sustaining our City staff organised a “Come and Have a Sticky Beak” Open Day in November 2006 to mark the opening of the facility to Randwick residents providing advice and demonstrations with environmental giveaways to coincide with National Recycling Week.

Earlier this year a classroom has been added to the site to provide waste education opportunities for small groups with the fit-out of the facility currently underway to enable it to operate by the 2008 school year. This Waste Education Centre will include showcase rainwater storage and solar panels to increase its use as a sustainability learning centre for the local community.

Energy & Water: Using external data collection provider PlanetFootprint has enabled Randwick Council to analyse and receive current and historical energy and water consumption data for all of its accounts over the past 12 months.

Sustaining our City staff and Council’s staff leadership program commenced a Staff Energy Awareness Campaign in February 2007 with staff education, random audits and incentives to engage all staff to become energy saving champions. Council is presently trialling energy saving software to enable the energy monitoring of computers and turning them off remotely if unused for periods of time.

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The Randwick City Council, KABNSW COMMUNITY PARTNERSHIP Recognises partnership achievements by government and/or business with local communities.

Council re-signed its innovative Sustainability Agreement with the University of New South Wales. Believed to be the first agreement of its kind between a university and a local Council, this partnership has given both organisations strong long-term operational support of their respective sustainability objectives, providing a tangible base for student and academic research and project work in real, on-ground situations across Randwick.

Council’s Sustaining our City initiative has been actively supported

by Planet Ark and renewable energy retailer, Jackgreen Energy in its ‘Switch On to Green Power’ campaign. This initiative enabled Randwick to be one of the first local Council’s to offer its residents 10 percent accredited GreenPower at no extra cost.

Projects to date have included staff and students from the School of Photovoltaic Engineering, Water and Wastewater, Faculty of Built Environment and Centre for Energy and Environmental Markets.

3-Council Ecological Footprint project with Waverley and Woollahra Councils to reduce the amount of resources consumed by residents of the Eastern Suburbs.

Council to introduce a community car share scheme for residents with GoGet CarShare. In the first such commercial arrangement with a local Government, residents will have access to six car share vehicles across Randwick instead of 3 with driving credits also available for staff. The Maroubra Junction Uniting Church’s Green Church project is also supporting the establishment of one of these vehicles..

Council’s Sustaining our City program has also recently commenced the City - Country Sustainability Schools Exchange between a Randwick primary school and school in the Riverina region of NSW. This sustainability schools exchange aims to encourage the students in the different regions to gain a greater insight and understanding of local sustainability issues with the Randwick school learning from their Riverina counterparts SUSTAINABILITY

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on agricultural and land-use issues such as drought and salinity, and the regional students learning more about the urban footprint and population pressures on the coastal environment. The exchange includes video conferencing between their schools but also a field visit between the students to coincide with World Environment Day and National Tree Day.

The Randwick City Council, KABNSW PROTECTION OF THE ENVIRONMENT Recognises achievement in the protection of the natural environment and, specifically, the preservation of native flora and fauna.

Based on detailed survey’s Randwick’s draft Biodiversity Strategy will improve the understanding and protection of local fauna and flora and identify the habitats that they depend upon. The Biodiversity Strategy details the steps required to ensure habitat protection through responsible management strategies.

Council’s Bushland team has developed a Wildlife Watch program. Sightings recorded by residents and community groups will contribute to both local and regional knowledge on plant and animal species, spatial and population trends.

The commencement of a Significant Tree Register for Randwick residents helps identify and protect trees of historic, cultural or botanical significance to help guide their future management and continued protection.

Recent funding from the Department of Planning’s Greenspace grants program was awarded to Randwick to help reinstate the Bush Tucker Trail at La Perouse and to work with Aboriginals of the local community to carry out a cultural heritage study of this historical area.

Support of the Randwick Community Organic Garden in the last year has included the installation of rainwater tanks for irrigation, chicken accommodation, hay bales, specialist advice and native plants from Council’s Bushland Management team and Nursery.

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The Randwick City Council, KABNSW YOUNG LEGENDS Recognises environmental achievement through youth initiative and/or by a community, which encourages and promotes youth initiative and environmental education.

During Seaweek 2007 the Sustaining our City initiative sponsored Dr Robert Brander to deliver his award winning presentation ‘Science of the Surf’ to over 2,000 local school children to celebrate Seaweek in March this year.

Over the past 12 months Randwick’s Sustaining our City program has developed a number of initiatives to encourage environmental learning and appreciation amongst the youth of Randwick.

Learning outcomes for over 1,600 students across local primary and secondary schools to help reduce household energy consumption through Randwick’s Home Energy Makeover Campaign. This initiative has seen students of Our Lady of the Sacred Heart College and Coogee Public School take Council’s Home Energy Pledge home to their families. In addition, OLSH students developed their own environmental pledge for school students.

Principals, teachers and Year 11 & 12 Students attended an ‘Afternoon with the Mayor’ to promote Council’s current Sustainable Schools Initiative. The afternoon enabled discussion of existing learning opportunities for schools and to further integrate these efforts across Council and local school communities with a particular focus on student and teacher interests and curriculum requirements.

Resources available for children, young adults and adults in Randwick Libraries’ extensive Sustainability Resource Collection. This includes books, reference material, journals and DVD’s for loan to support sustainability learning outcomes and education.

Sustainability Learning Workshops covering a range of topics from green cleaning to composting and worm farming have been specifically designed to support environmental learning objectives within local Early Childhood Centres and Lower Primary Schools.

The Sustaining our City initiative is also extending financial and technical support for the installation of rainwater tanks in local schools to encourage student learning about water conservation as part of their curriculum. In the past year Randwick Council has supported the installation of more than 50,000 litres of rainwater tanks at six schools.

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Define

02. Brand Barometer 03. Brand Value & Moodboard

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Brand Barometer

Modern

Commercial

Educated

Classic SUSTAINABILITY

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BRAND VALUES and Mood board

knowledgeable

worldwide

unique

friendly & relationship

clarity

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Define

04. Competition

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The ATA (Alternative Technology Association) is Australia’s leading not-for-profit organisation, promoting sustainable technology and practice. The ATA provides services to members who are actively walking the talk in their own homes by using good building design, conserving water and using renewable energy. ATA advocates in government and industry arenas for easy access to these technologies as well as continual improvement of the technology, information and products needed to change the way we live.

With branches and members around Australia and New Zealand, ATA provides practical information and expertise, based on our members’ hands-on experience. ATA also offers advice on conserving energy, building with natural materials, reusing, reducing the use of and recycling natural resources.

The ATA promotes sustainable living and technologies through its: # Policy and advocacy # Community research projects # Publications

ATA membership also entitles you to a range of benefits including: * Free advice * Discounts from a variety of shops and sustainable energy suppliers * Participation in practical projects * Take part in local branch events * Keep up to date with ATA activities through the quarterly The Sun newsletter * A subscription to ReNew magazine

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Native Growth Holdings is well established in the market as a leading provider of native products, services and advice.

Our mission is to be regarded as Australia’s foremost authority on Australian native flora, related water conservation and solutions. We understand the needs of our customers and have the necessary elements within our business structure to connect them to the most effective and relevant range of information, products and services that meets their needs.

At Native Growth Holdings we are committed to bringing native Australia, with its unique plants and specific need for water conservation, more deeply into the lives of Australians and beyond with a consistent sensitivity to the lifestyle, business and global imperatives of building a sustainable environmental infrastructure.

We propagate and provide access to flora, in order to encourage all environmentally sound plant life that that has evolved specifically for our and conditions over millions of years.

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the finest quality and an extensive range of indigenous Australians to plant the hardy, is native to the land, and climates

Welcome to Origin Together we can make a difference We provide natural gas, LP Gas and electricity to over 3 million homes and businesses and we’re proud to be Australia’s number one green energy provider. At Origin we’re working towards a more sustainable future for all Australians and believe that together we can make a difference to our environment.

We regard our most significant environmental impact as the emission of greenhouse gases. The gas fired power stations that make up our generation business emit greenhouse gas emissions.

Emissions come from our production activities and our retail business sells electricity that comes from various generation sources which also creates greenhouse gas emissions. Our position on climate change and our involvement in The Australian Business Roundtable on Climate Change outlines our policy initiatives in this area.

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Explore

05. Target Audience

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NationalProfile Board Member rd Member Profile on Tanya Ha Director (VIC)

Primary Target: Board and staff Demographics: People who live in Australia .

Age: Minimum 25.

Status: Male and Female, Single or Married, Upper-middle to high class.

Education: High level of Education (min: Bachelor).

Psychographics: Modern and interest in well-being, Looking for sustainable life as well as can volunteer their for social.

er of national law firm Piper Alderman. He conducts a for corporate clients in resources law, climate change, w, planning andofdevelopment, Title, Aboriginal Director SustainabilityNative Victoria since October 2005 ted matters.

Secondary Target: Volunteer and People

Tanya Ha is a writer, television environmentalist and internationally Demographics: People who presenter, interes. y Chairman of KESAB Environmental Solutions in South recognised sustainable living advocate. She is best known as the Eco Coach ages. emberAge: of theAny Keep Australia Beautiful national board. in the award-winning SBS reality TV series Eco House Challenge, the author Male and Female,book Single or Married, Upper-middle to high class. ofStatus: the acclaimed eco-guide Greeniology, and a media commentator on ast roles include: Education: Educate in any islevels. environmental issues. Tanya a "people's environmentalist". She is a advocate for the waysinterest thatSA, ordinary people can help save Psychographics: People who in well-being, Looking for the sustainable of the passionate Environment Committee of Business planet. life as well as can volunteer their for social. dent, honorary solicitor and life member, National Trust of Tanya's workofcurrently focuses onofwriting books and feature articles, tralia and director Australian Council National Trusts, environmental communication consulting and other green media projects. dent, National Director and current State Committee member MiningTanya and Petroleum Law Association, spent many years working for Planet Ark, a non-political, nonThirdlygroup.

Target: confrontational, populist environment She partnership also serves on the Board of the Resources Industry Consultative Committee of the SA or organization, group of people, Demographics: People the State Government Authority nt, school, university, compuny as well as goverment.

Age: Not specific. the Planning Committee of the Property Council of Australia Status: Male and Female, Single or Married, Upper-middle ion, Keep Australia Beautiful National Association

to 2601 high class and group.

GPO Box 193, Canberra ACT member of the Commonwealth Attorney General's P 02 9698 8773, www.kab.org.au Education: Educate in any levels. nt "Native Title Practitioners Panel".

ABN: 35 743 600 611 Psychographics: Interest in well-being, Looking for red seminars and papers and produced publications a to return the benefit to the social sustainable social on want vironmental and related issues. and not expect benefit from organization.

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eautiful National Association

Explore

06. SWOT

Strategic planning is an organization's process of defining its strategy, or direction, and making decisions on allocating its resources to pursue this strategy, including its capital and people. Various business analysis techniques can be used in strategic planning, including SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats ) and PEST analysis (Political, Economic, Social, and Technological analysis).

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Strengths: - Have many member extend around Australia it easy to communicates.

- Most member in the top class’ Board had experiences in the area of sustainability or save the nature.

- Widely target audience because everyone can be a member or volunteer.

- Non profit company.

Weaknesses: - Brand confusing or nonexistent image such as KAB has many meaning; Keep Australia Beautiful,Keep America Beautiful.

- The organization chart is unclear and difference in each stage.

- Uncontrolled branding benefit. Usually, KAB, nonprofit organization, receives fairly considerable donation from the partnering and government as it profits.

- Less fulltime employee. Mostly of volunteers their volunteer time to support and promote the organization.

Opportunities: - Country’s brand.

- Supported by government.

- Knowledge Sharing, have many a number of member got more experience in area of sustainability or save the nature.

Threats: - KAB campaigns were divided or broadcasted via each will happen competition in organization.

- KAB has acquired a very powerful proprietary advantage that must be worked into the brand positioning.

- Undoubtedly, branding strategies for KAB, nonprofit organization, are more actively explored and adopted when nonprofit organizations are in control over the branding process.

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Suggest

07. Outline of Process 08. Brand Strategies

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Outline of Process Outline of Process The process of developing this brand of this proposal is focus on Social, Environment and Human behavior.

From my point, If KAB want to be a success in branding the first steps I suggest we have to following these:

Awareness

- Finding KAB weakness and System perspective.

- What’s the most impact which effect to organization and employees.

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Understanding

What’s the best way to get in touch as well as insight audience.

Opportunities

What’s the possible with brand strategy.

- reduce?

- replace?

- rethink?

Tracking

Identifying area where we can make on difference way.

Brand Strategies

04

Reconnect and do Internal Brand

for: Organization . restructure and make close . Use e-Technology . Increse full-times staff, allocate time table . make employee value and brand value

Recruit and Retain for. Partnership . Recruit . Retention partnership

01

Strategies Unique Prosposition

Retain Employer Brand for: Board and Staff . awareness . inspire . connect people . retaining SUSTAINABILITY

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02

03

Recruit and Sharing

for. Volunteers . Recruit . Keep Volunteers Coming Back . retain and knowledge sharing

how to find the heart?

We have to persuade people to join us rather than wait them to walk in.

We also have to retain our staffs rather than finding a new staffs.

When they (staff & volunteer) love KAB from their heart, they will talk about KAB from their heart as well.

It’s mean, we can get a power by the “Word of mouth”. it’s more powerful in everyway.

Suggest

08. Idea Option Why...internal branding Statistics • Asia-Pacific companies are more aware of employer branding than the rest of the world due to increased competition for talent in the region - 48% of companies were aware of employer branding in Asia-Pacific compared to 42% in USA, 38% in Europe.

• 74% of companies in Asia-Pacific believe that developing an employer brand leads to higher staff retention.

• 54% of companies in Asia-Pacific believe that developing an employer brand reduces recruitment costs.

• Globally, 32% of companies currently have an employer branding strategy in place. The United Kingdom (44%) and Japan (42%) currently lead the world while Germany lags behind with 47% having no plans to implement an employer branding strategy in the future.

• 25% of companies globally believe HR policies are the best way to reinforce employer branding, followed by word of mouth (21%).

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Kirsty Richards

Representing Victoria

Val Southam JP

Representing New South Wales

Bruce Wallace

Representing Queensland

Tanya Ha

Writer, presenter, environmental campaigner Sustainable living advocate

Reconnect...organization Keep Australia Beautiful National Association

GPO Box 193, Canberra ACT 2601 P 02 9698 8773, www.kab.org.au

Staff

Board Members Don Chambers

Chairman

Mel Hay APM

Senior Vice Chair Representing Western Australia Vice Chair Representing Tasmania Representing Northern Territory

Ashley Watson

Scott Lyall Joanna Groves Lara Shannon Dick Olesinski Michelle Bordignon Representing South Australia

Kirsty Richards

Representing Victoria

Val Southam JP

Representing New South Wales

Bruce Wallace

Representing Queensland

Ken Stewart Geoff Finch

Tanya Ha Staff Scott Lyall Joanna Groves Lara Shannon Dick Olesinski Michelle Bordignon Keep Australia Beautiful Network Heimo Schober Jennie Anderton John Phillips OAM Rob Loney Wendy Jones Peter McLean Carole Miller OAM

What we have to RECONNECT? 1. Organization 2. Technology

National Executive Officer Office and Administration Manager National Publicity Manager National Tidy Towns Judge Events Manager

Issue 1.1 KAB is non-profit organization.

All of Board are volunteer people who volunteer their times to help organization.

Keep Australia Beautiful Network

Heimo Schober Jennie Anderton John Phillips OAM National Executive Officer Rob Loney Office and Administration Manager National Publicity Manager Wendy Jones National Tidy Towns Judge Peter McLean Events Manager Carole Miller OAM Writer, presenter, environmental campaigner Sustainable living advocate

CEO, NT CEO, WA Executive Director, SA General Manager, TAS CEO, VIC CEO, NSW CEO, QLD

1. Organization

CEO, NT CEO, WA Executive Director, SA General Manager, TAS CEO, VIC CEO, NSW CEO, QLD

1.2 KAB has staff who representing each. But, someone take care 2 stages as well as representative of each a bit difference(SA and TAS). Following this, name list of Keep Australia Beautiful National Association”.

How to: Should be have the HR department or some exactly full-time staff to looking...

• Timetable of staff and organization.

• Make the Connection between each stage, board member, staff member, partners as well as volunteers.

• Do jobs as coordinator.

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internal branding

Reconnect...technology 2. Technology

How to...

Issue 2.1 KAB NT use the company looking their site.

• Use the same theme of site.

2.2 Less connection between • State – State.

• Web Services should liaise with Communications on Website, Intranet and Newsletter management.

• KABN should looking and take care this issue by create website as 4 the “back end system” to help someone who don’t have experience about technology can easier to use it.

• Partnership- KAB – staff – volunteer.

• Other people around the world.

What inside the site For organization • Same theme of site: For the unity.

• Back-end and Front-end: user friendly.

• e-document: reduce the paper and incress process efficiency.

• e-conference or on demand: knowledge sharing.

For client • Blog or web board.

• Mailing list separate account by departures and stage: broadcast KAB news to everyone around the world as the same times.

• Face book: make relationship.

4. Back end systems are corporate systems that are used to run a company such as systems to manage orders, inventory and supply processing.

Back end systems support the company's back office. This system collects input from users or other systems for processing.

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KAB NT need ToadShow company take care their sites. source: http://www.toadshow.com.au

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Example of Mailing list system

Mailing list is online mailing list is an automatically distributed e-mail message on a particular topic going to certain individuals. You can subscribe or unsubscribe to a mailing list by sending a message via e-mail. There are many good professional mailing lists, and you should find the ones that concern your business. (http://www.expedite-email-marketing.com/) When a member of the list sends a note to the group’s special address, the e-mail is broadcast to all of the members of the list. The key advantage of a mailing list over a things such as web-based discussion is that as new message becomes available they are immediately delivered to the participants’ mailboxes.

These pictures are the e-mail from Bangkok University Mailing list system.

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pictures from : http://www.bu.ac.th

Recruit... Building Partnerships and Volunteers Volunteer Services is not being effectively utilized as a corporate resource. Utilization of volunteers can be improved. It is envisioned that Volunteer Services will be a corporate resource. However, Volunteers Services is primarily used within Recreation and Leisure Services (and

not always). The current location of Volunteers Services does not portray an appropriate image for the organization. There is no systematic method for tracking experienced volunteers. Volunteers are often requested on short notice which does not allow for an adequate screening process.

How to invite • Promote (through internal publications or other means) “the person on the street” who has helped build the brand or using Mailing list to promote them.

• Move Volunteer Services to report to the Chief Human Resources Officer.

• Develop Volunteer Services Strategy that includes the attraction and utilization of baby boomers and students with 40 hours community service requirement.

• Centralized recruitment of volunteers. influence • Create brand “certificates of appreciation.” Award them to people who have furthered brand causes. such as: Pin award , Trophy Cup (Volunteer and Partner).

• Expand current half-time Volunteer Services Position to full-time.

• Training for staff on utilization of volunteers.

• Collecting lessons learned from volunteers.

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Retain...

how are you?

CAMPAIGN

We want to make the power by the “WORD of MOUTH” Rebrand to refresh ourselves to compete in the market by having our staff, board, volunteer and partners change.

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The Influential Power of Word-of-Mouth In this study, Word-of-Mouth ranked as the most influential marketing medium.

The "Top Ten" most influential marketing mediums, regardless of demographic age group, include: 1 | Word-of-Mouth 2 | TV 3 | Coupons 4 | Newspaper Inserts 5 | Read Article 6 | Direct Mail 7 | Magazines 8 | In-store Promotion 9 | Cable TV 10| Online Advertising source: http://brandautopsy.typepad.com/brandautopsy/2006/01/the_influential. html

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Re-brand emotional

“how are you?” CAMPAIGN So far, but yet so close.

So close, but yet so far.

Talk to people around “KAB”we believe in balance.

CONCEPT :: “how are you?” is not just an emotion it’s a philosophy and present in a simple and user-friendly format.

An aim make everyone feel good….as simply greeting word “how are you?” to present by the meaning: in Rebrand to refresh ourselves to compete in the market by everyday, everyone usually say “how are you” did you ever having our staff, board, volunteer and partners change. count. how many time per day. Also you will say when you.....: Also need to adjust ourselves to survive in the new . meet you friend. competition are. We have to change the way we work and . asking how everything going? the way we treat our organization.

. Or greeting.

So, this sentence should be showing the felling like you want to get in touch or get closer with the one that you speak to.

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...RETAIN ...

Re-brand emotional

“how are you?” CAMPAIGN Aim...

How...

• Increase employer loyalty.

Promote: 01. Poster 02. Website, mailing list, blog and face book: be close and promote.

03. T-shirt.

04. Postcard as free poster.

05. Wrist-brand: make awareness + be close + be alert + be fashionable.

• Increase employee emotional connectional to the brand.

• Increase clarity vision and brand positioning.

• Motivates the staff, board, volunteers and donors of an Organization feeling close with everyone around Australia also around the world.

• Make employee feel sincerely with organization and brand then will the power of Word of Mouth will happen to KAB.

Activities 06. Volunteer exchange: between School, University, state.

07. Ice Breaker seminar: for a new volunteers.

08. Organization Creativity Seminar: for the staff and old volunteers.

Campaign SUSTAINABILITY

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Re-brand emotional

“how are you?� CAMPAIGN Poster

Promote: 01. Poster 02. Website, mailing list, blog and face book: be close and promote.

03. T-shirt.

04. Postcard as free poster.

05. Wrist-brand: make awareness + be close + be alert + be fashionable.

Activities 06. Volunteer exchange: between School, University, state.

07. Ice Breaker seminar: for a new volunteers 08. Organization Creativity Seminar: for the staff and old volunteers.

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Re-brand emotional

“how are you?� CAMPAIGN T-shirt

Promote: 01. Poster 02. Website, mailing list, blog and face book: be close and promote.

03. T-shirt.

04. Postcard as free poster.

05. Wrist-brand: make awareness + be close + be alert + be fashionable.

Activities 06. Volunteer exchange: between School, University, state.

07. Ice Breaker seminar: for a new volunteers 08. Organization Creativity Seminar: for the staff and old volunteers.

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Re-brand emotional

“how are you?� CAMPAIGN free postcard

Promote: 01. Poster 02. Website, mailing list, blog and face book: be close and promote.

03. T-shirt.

04. Free Postcard.

05. Wrist-brand: make awareness + be close + be alert + be fashionable.

Activities 06. Volunteer exchange: between School, University, state.

07. Ice Breaker seminar: for a new volunteers 08. Organization Creativity Seminar: for the staff and old volunteers.

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for... Volunteers and staff

Re-brand emotional

“how are you?� CAMPAIGN free postcard

Promote: 01. Poster 02. Website, mailing list, blog and face book: be close and promote.

03. T-shirt.

04. Free Postcard.

05. Wrist-brand: make awareness + be close + be alert + be fashionable.

Activities 06. Volunteer exchange: between School, University, state.

07. Ice Breaker seminar: for a new volunteers 08. Organization Creativity Seminar: for the staff and old volunteers.

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for... Partners

Re-brand emotional

“how are you?� CAMPAIGN Wrist-brand

Promote: 01. Poster 02. Website, mailing list, blog and face book: be close and promote.

03. T-shirt.

04. Free Postcard.

05. Wrist-brand: make awareness + be close + be alert + be fashionable.

Activities 06. Volunteer exchange: between School, University, state.

07. Icebreakers seminar: for a new volunteers 08. Organization Creativity Seminar: for the staff and old volunteers.

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Re-brand emotional

“how are you?” CAMPAIGN

make it’s fun...open their mind...

06. Volunteer exchange:

07. Icebreakers Activities This is interested activities in running fun, interactive and rewarding programs for training group or wherever people are gathered in the first step.

When participants are meeting for the first time, start with an icebreaker that helps everyone to learn names and personal/professional information.

If you are facilitating more than one session, you can use one to get people chatting and exchanging personal information, another to help memorize or review names, and another at a stretch break.

“What’s the Question?” is a fun game for encouraging the exchange of personal information. It can be used even if participants already know each other. “Alliterative Introductions” and “Name Chain” help participants to memorize names. “Seating Plan” requires movement and can be used to enliven a tired group.

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Re-brand emotional

“how are you?” CAMPAIGN Seminar 08. Organization Creativity Seminar: Branding Ideas: Internal Brand Building as conduct “lunch and learn” session.

Why we have to do this?...

- Truth is marketing starts from the inside out.

- Do your employees believe in your product and the services that you offer?

- Are they standing 100% behind you in the mission of your brand?

- Are they living your brand?

It is important that your employees are informed and involved in new initiatives and strategies that are taking place within your company.

If your staff is unable or unwilling to support your marketing efforts it can have detrimental results.

How to?..

Provide case studies of how brand management has worked in comparable companies.

Step 1: Synchronize Brand Personality, Values and Corporate Culture.

Step 2: Get your staff Behind the Brand.

Step 3: Reinforce and Repeatedly Explain Brand Values and Behaviors.

The Benefits:

- encouraging the employees to think about what the brand stands for

- allowing the brand team to assess how well employees understand the brand positioning

- enabling employees to demonstrate brand pride through insignia merchandise, resulting in greater brand awareness by all who see the employees wearing the insignia merchandise.

...RETAIN...

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10. Summary The success of any Sustainability Cities campaign lies not in how many people remember the clever slogan or confronting images, but whether positive behavioral change has been achieved.

No matter how good a campaign is, whether it be general community awareness or education, or a targeted behavioral change strategy, its true worth can only be realized through measurement.

Keep Australia Beautiful argues that Sustainability Cities campaign or litter Campaign must have as its staring point the collection of empirical baseline data, against which to measure campaign impacts.

Such assessment can then be used to either support the campaign’s continuance, to modify the campaign or to dump the campaign and start again.

How are you? Campaign not only the campaign, but allow you to keep everyone close with Keep Australia Beautiful. When people understand KAB brand and love the brand from their heart then the power of Word of Mouth will happen.

“We are nothing without you.�

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Bibliography and References • The Influential Power of Word-of-Mouth, modified 17 January2006, viewed 20 March 2008, http://brandautopsy. typepad.com/brandautopsy/2006/01/the_influential.html.

• Green Business, Green Business Directory, viewed 28 March 2008, http://www.thegreendirectory.com.au/greenbusiness.

• Keep Australia Beautiful Council (WA), Annual Report 2002-2003.

• Keep Australia Beautiful Council (WA), Annual Report 2004-2005.

• David Coles, 2007, ‘KEEP AUSTRALIA BEAUTIFUL COUNCIL (NORTHERN TERRITORY)’, ‘REVIEW OF TERRITORY TIDY TOWNS’, 18 MAY 2007.

• About the Packaging Stewardship Forum, The Australian Food and Grocery Council (AFGC), viewed 28 March 2008, http://www.afgc.org.au/index.cfm?id=447.

• MEDIA RELEASE-Nominations open for local sustainability awards, 13 February 2007, Helen Leayr, ACT. • Keep Australia Beautiful Australian Sustainable Cities Awards 2007 SUBMISSION, Peter Maganov, 2007.

• Sustainable Cities Program 2008, Keep Australia Beautiful Victoria, 2008.

• Helping Build Sustainable Communities, Keep Australia Beautiful Victoria,2005.

• Penny Burke, ‘how to find the heart of your employer brand’. www.hcamag.com.

• Keep Australia Beautiful, Keep Australia Beautiful, viewed 16 March 2008, www.kab.org.au.

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