Waste management and reduction guide for retail industry

33Section 6.Marketingalternatives6.1 CommunicatingeffectivelyThe community can’t favour a greenshopping centre unless it is informedof its new environmental activities,programs and services.Effective communication withtarget audiences maximises theopportunities associated with ashopping centre’s aim to reduceenvironmental impacts andbuilds relationships with the localcommunity. Here are some ideas.Eco corner/areaIntroduce a bright, colourful area setaside and dedicated to promotingenvironmental action. It is a positiveway of involving the community andpromoting current issues.■ Focus on three displayelements – what’s happeningin centres, what’s happeningin the community and how thecommunity can be involved ortake action.■ Set up and change displaysregularly.■ Establish a network withenvironmental organisations,levels of government and localschools to promote examplesof positive, proactiveenvironmental action.■ Ensure promotional materialsare graphical; keep text to aminimum.■ Use the KISS principle inarranging display materials:keep it simple – literacy levelsvary greatly.Eco awardsIntroduce environmental awardsthat recognise and encouragepositive action within thecommunity. The award couldbe directed at action within schools,environmental organisations or thegeneral community.Encourage retailers and staff toaim at achieving best practice inenvironmental improvements byintroducing a regular retailer and/orcentre staff award to recognisepositive action.