Developing Tools for Useful Communications

1
Developing Tools for Useful Communications
Simon Hertnon (Nakedize Limited), SANZ Editor

• The Developing Goals
• Communication Principles
• Current and Planned Activities

2
The Developing Goals

• To utilize web technology to create
  collaboration, promotion, and information
  dissemination tools for NZ SD practitioners.

3
The Developing Goals

• To facilitate mindset and lifestyle change by
  educating, involving, and inspiring mainstream
  New Zealand through supporting an overarching
  national campaign and producing a dynamic and
  accessible online magazine. Key message Kiwis
  creatively improving our quality of life.

4
Communications Principles

• Useful (informed, inclusive, accessible)
• Inviting (attractive brand, professional,
  creative, positive)
• Simple (comprehensible framework, concise,
  signposting further info)
• Scalable (database, web interface)
• Forward-looking (innovative)

5
The Developing Landscape

• The time is right, and ripe. For example
• NZBCSD in the news
• Earth Week, advertisers, the NZ Herald
• Land Transports fuelaver.co.nz
• Every third TV current events story
• Dams, the WWF, and Fortune magazine
• Climate change, Al Gore, and Paramount Pictures
  An Inconvenient Truth

6
Current Activities

• Publish?
• Communicate?
• Promote?
• Busy, busy, busy?

7
Current Activities

• Develop a framework
• An information infrastructure that can serve the
  principles and so achieve the goals
• Reconfigure database for web (dynamic)
• Sphere/Category/Topic matrix so nothing gets
  lost, interrelationships are implicit, illustrate
  faith in the audience

8
SANZ Categories
9
SANZ Categories

• Systems Level
• Air
• Land and Water
• Sea
• Climate
• Energy, Health, Waste
• Well-being
• Population (multiplier)

10
Current Activities

• Develop a brand phase2
• Work in progress
• Addresses NZBCSDs findings
• sustainablenz.org.nz, SANZs
• Accurate (base, systems-level)gtgt phase2 its
  arrived, so now what?
• Inclusivegtgt phase2 were all in it together
• Funkygtgt Clued up for phase2?

11
National phase2 Campaign?

• Potential is there
• I can certainly imagine business people talking
  about phase2 businesses
• Thanks to the designer, Jeroen ten Berge

12
Current Activities

• Production SANZ website phase2.org

13
NZ SD Practitioner Directory

• Input phase
• Usefulness means connection
• Next improve accessibility (order by category,
  location, organization)
• Goal is to get to topic-level (rather than
  titles)

14
NZ SD Events Diary

• Input phase
• Usefulness means connection
• Next improve accessibility (order by category,
  location, date)
• Goal is to get to topic-level (rather than
  titles)

15
Emails and Membership

• Broadcast emails active persons
• Viral marketing active
• Membership active persons

16
Planned Activities

• Continual refinement
• Better visual design
• Upgrades to Directory and Diary
• NZ SD Press Release Archive phase2 Media Centre
• Activate organizations
• Online magazine

17
phase2 Magazine Concept

• Living wisely in the 21st Century
• Targetted at every sector of the New Zealand
  population, leaning towards youth and
  decision-makers (web medium)
• Meeting a perceived demand from the general
  public
• Celebrating Kiwi creativeness and achievements in
  this new era

18
phase2 Magazine Contents

• High-quality feature articles
• Regular features (business, science and
  technology, education, politics, Earth watch,
  energy watch, consumer watch, practical lifestyle
  advice, illuminating facts)
• News (signposts, feeds, link to PRs)
• Medium for promoting initiatives
• Reader polls and open space
• Book, magazine, and movie reviews

19
A Retail SD Magazine?

• Timing
• Interested parties, discussions underway
• Mainstream
• Celebratory
• Professional
• Independent

20
My Question

• Do we think that the New Zealand public can
• understand the issues,
• expand their perspective,
• embrace the opportunities and fulfillment that
  these issues present for us all?