Background: KABV needed to revamp the 14 year old City Pride environmental program.  Sustainable Cities™ was the brand designated by Keep Australia Beautiful for the new environmental program, for which KABV required guidance on the program’s direction.  KABV required strategic planning for the program, in the transition from old program to new, and a marketing and communications strategy to mobilise key target audiences to participate in the program.  KABV also required an update of website communication materials.

ZOOiD Role:

1. Co-created the program for Sustainable Cities™ with KABV
2. Developed an integrated marketing and communications strategy
3. Drafted and produced all communications for the program, working with an external creative design agency to design communications vehicles for each target audience (all local councils within metropolitan Melbourne; schools; community groups and not-for-profit organisations, media outlets)
4. Created a target audience database
5. Launched sponsorship drive
6. Updated and edited KABV website communications for the 2005 program

Results:

1. Sustainable Cities™ launched in December 2004
2. 79 nominations for the inaugural awards
3. 350 attendees at the Sustainable Cities™ awards evening in May 2005
4. Increased corporate sponsorship of the program by $15,000
5. Brokered partnership with Earth Visual Communications to provide design services
6. High level of community, government and corporate involvement with the program
7. Sustainable Cities™ rolled out to the NSW, ACT and Tasmanian branches of Keep Australia Beautiful, using the Victorian model as a blueprint
8. Sustainable Cities ™ is now a flagship program of Keep Australia Beautiful

Website: www.kabv.org.au