CARBON PLUS SQUARE DEAL A FAIR APPROACH TO MAKING CHANGE

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1 CARBON PLUS Communication Plan Prepared for Centroc AUGUST 2011 SQUARE DEAL A FAIR APPROACH TO MAKING CHANGE

2 Executive Summary This document sets out a communication plan to support the implementation of the Centroc Water Security Study and Carbon Plus Study recommendations. In 2009, the NSW Office of Water provided Central NSW Council s (Centroc), with grant funding to complete a feasibility study to identify and recommend options for improving the security of town water supplies across the region. The plan was developed in consultation with community, environmental, mining and irrigation stakeholders. The unanimously adopted Centroc Water Security Study sets out the demand-side management program and water infrastructure needs of the region to improve the security of water supply for the next 50 years (MWH, 2009). In 2010, Centroc obtained grant funding for a Carbon Plus Study under the Planning Component of the Australian Government s Water for the Future initiative through the Strengthening Basin Communities Program. The aim of this feasibility study was to investigate potential solutions to minimise the carbon impact of securing the water supply of the Centroc region though consideration of energy efficiency, renewable energy and carbon offset options. The recommendations include development of renewable wind resources and farm based carbon offsets. The findings of this study were presented to the Centroc Board in August A key aspect of bringing about the change required to implement the recommendations of these studies is the development and implementation of an effective Communication Plan to bridge gaps in the understanding of the benefits of change. The bridge must be two-way, to allow for the development of a shared understanding of the benefits. In addition, communication may need to be supported with varying degrees of education or capacity building again, this is not necessarily one-way. In January 2011, Centroc, Central West Farming Systems Inc (CWFS), Taste Marketing and MWH signed a collaboration agreement to develop and pilot a Communication Plan to support the implementation of the recommendations. The purpose of this Communication Plan is to assist in the process of change through awareness raising and knowledge building in relation to the recommendations of the two studies. The focus of the Communication Plan is on assisting the process of change through awareness-raising and knowledge building. The focus of awarenessraising and knowledge building will be on aspects of the Water Security and Carbon Plus studies that: Will require action to be undertaken by the broader community i.e. the need for on-going effective water conservation and the link between reduced water demand and reduced energy consumption; May require greater information ie. solar, wind, carbon offsets, in targeted parts of the public domain to aid in building understanding of the impacts, issues and solutions to provide context for the Water Security and Carbon Plus study recommendations; Are potentially transferable so that lessons are shared with others responding to similar issues; and Strengthening networks to maximise the effectiveness of resources applied to creating similar change by other sectors and groups. CARBON PLUS Communication Plan 1 SQUARE DEAL A FAIR APPROACH TO MAKING CHANGE

3 This Communication Plan was developed in six steps, which can be summarised as follows: Step 1: Centroc identified partners for the development of the Communication Plan; Step 2: A Collaboration Agreement was developed and signed by the Partners; Step 3: A series of communication goals were developed and agreed by the Partners; Step 4: Target audiences were identified and surveyed to establish their interest and knowledge of water and energy matters to assist in formulating key messages and preferred delivery channels; Step 5: A review of media and communications policies for each of the partners was undertaken; and Step 6: The results of surveys and the draft concepts for the education package and the visual Communication Plan were confirmed through a workshop process in which key stakeholders participated. Three target audiences were identified using these a set of selection criteria: 1. Centroc Board; 2. Agricultural sector; and 3. The general public. It was determined by Centroc that CWFS was the best regional agricultural membership group to target for engagement of the agricultural sector and that the networks held by Taste Marketing, in supplement to the member Council networks, would be the most appropriate way to access the general public audience. Using the membership and contact network databases of CWFS and Taste Marketing, the target audiences were surveyed to gain an understanding of their existing knowledge and awareness of issues relevant to the implementation of the Water Security and Carbon Plus study recommendations. The survey and consultation highlighted the key learning areas for the CWFS education package to focus on which would be around the carbon cycle and the measurement and quantification of soil carbon. The survey also illustrated the CWFS target audience prefers education materials in the following formats. Fact sheets; Hands on activities; Website; Farmer groups. The Taste Marketing survey conclusions also pointed toward a greater need for understanding around carbon with the respondents generally keen to learn how they could reduce their carbon emissions at home and in the workplace. This group indicated that the best methods of communication were newspapers, website and specialist publications as the most trusted forms. Following the surveying and consultation, the Communication Plan was developed. The plan is summarised in Table 1. CARBON PLUS Communication Plan 2

4 table 1: Summary of communication Plan Budget Maintenance Component Capital YR 1 YR 2-5 per year timeframe Overall Communication Plan governance and Project Management Governance and Partnership Establishment timeline: 6 months Establishment N/A $10,000 Maintenance timeline: 4.5 years Establishment timeline: 6 months Steering Committee N/A $40,000 Maintenance timeline: 4.5 years Review of key messages for alignment with evolving State Establishment timeline: 6 months and Federal programming N/A $10,000 Maintenance timeline: 4.5 years SuBtOtaL N/a $60,000 Square deal Brand development & Visual Communications $20,000 $5,000 Development timeline: 6 months website development Maintenance timeline: 4.5 years PHASE 1 START UP PHASE 2 ROLL OUT PHASE 3 MAINTENANCE N/A $2,000 Development timeline: 6 months WEBSITE DEvELOPMENT Maintenance timeline: 4.5 years PHASE 1 START UP PHASE 3 MAINTENANCE Development timeline: 3 months Council Tool Kits $13,500 $5,000 Maintenance timeline: 4.75 years Development timeline: 1 year General Public Information $223,800 $52,800 Maintenance timeline: 5 years Creative Direction/Artwork $30,000 $13,000 Development timeline: 6 months Maintenance timeline: 4.5 years Content Research/Writing/Application $80,000 $35,000 Development timeline: 1 Year Maintenance timeline: 4 years Project Management $50,000 $20,000 Development timeline: 1 Year Maintenance timeline: 4 years Maintenance of Photography N/A $4,000 Maintenance timeline: 5 years SuBtOtaL $417,300 $136,800 CWFS Soil Carbon education Package Program governance $445,900 $435,000 Development timeline: 6 months Maintenance timeline: 2.5 years Media / Website $53,100 $53,100 As above Literature review $20,500 $3,500 As above Trials Sites $160,000 $160,000 As above Promotional Field Days $32,000 $32,000 & Workshops (Three per year) $60,000 $60,000 As above Fact sheets $18,000 $18,000 As above Regional Site visits $75,000 $75,000 As above Case studies $20,000 $20,000 As above Farmer groups $30,000 $30,000 As above Evaluation $113,500 $97,750 As above Other Capital Expenses $71,500 $13,500 As above SuBtOtaL $1,099,500 $997,850 continuous improvement/plan monitoring Baseline survey $20,000 N/A At project commencement Annual follow up survey $20,000 N/A Once per year for 4 years Media monitoring $7,800 $7,800 Continuous Analysis and review activities N/A $20,000 On contingency for identifiable unintended Benefits N/A $50,000 As required risk contingency N/A $300,500 As required SuBtOtaL $47,800 $378,300 total $1,564,600 $1,572,950 CARBON PLUS COMMUNICATION PLAN 3

5 CARBON PLUS Communication Plan 4

6 PrOjEct introduction CARBON PLUS COMMUNICATION PLAN 5 SQuarE DEaL A FAIR APPROACH TO making change

7 Project Introduction This document sets out a communication plan to support the implementation of some of the Centroc Water Security Study and Carbon Plus Study recommendations. Background Central New South Wales is a region rich in so many ways: its natural resources and environmental assets attract a diverse mix of industries and allow for business opportunities which support a thriving local community. The region prospers, in part, due to its proximity to the Lachlan and Macquarie river systems, which help to supply the water that feeds the vibrant landscape, strong economy and high quality of life. In 2009, the NSW Office of Water provided Central NSW Council s (Centroc), with grant funding to complete a feasibility study to identify and recommend options for improving the security of town water supplies across the region. The plan was developed in consultation with community, environmental, mining and irrigation stakeholders. The unanimously adopted Centroc Water Security Study sets out the demand-side management program and water infrastructure needs of the region to improve the security of water supply for the next 50 years (MWH, 2009). In 2010, Centroc obtained grant funding for a Carbon Plus Study under the Planning Component of the Australian Government s Water for the Future initiative through the Strengthening Basin Communities Program. The aim of this feasibility study was to investigate potential solutions to minimise the carbon impact of securing the water supply of the Centroc region through consideration of energy efficiency, renewable energy and carbon offset options. The findings of this study were presented to the Centroc Board in August About Centroc Centroc (Figure 1), represents over 236,000 people covering an area of more than 70,000 sq kms. This is an area the same size as Tasmania including the Local Government Areas of Bathurst Regional, Blayney, Boorowa, Cabonne, Cowra, Forbes, Harden, Lachlan, Lithgow City, Oberon, Orange City, Parkes, Upper Lachlan, Weddin, Wellington and Young Councils and Central Tablelands County Council (Figure 2). Figure 1: Centroc Region Figure 2: Centroc Location DUBBO WELLINGTON TULLAMORE CONDOBOLIN PARKES BROKEN HILL MOLONG DUBBO ORANGE LAKE CARGELLIGO FORBES BATHURST CANOWINDRA LITHGOW BLAYNEY CENTROC KATOOMBA WEST WYALONG GRENFELL OBERON COWRA GRIFFITH CANBERRA YOUN G BOOROWA CROOKWELL HARDEN COOTAMUNDRA GOULBURN YASS CARBON PLUS Communication Plan 6 SYDNEY

8 Centroc is recognised as the lead organisation advocating on agreed regional positions and priorities for Central NSW whilst providing a forum for facilitating regional cooperation and sharing of knowledge, expertise and resources. Using regional strength and leadership in advocacy, Centroc lobbies State and Federal Governments to present a more compelling case for regional priorities. These priorities are: Bells Line of Expressway; Telecommunications services, particularly broadband; Environmental Sustainability; Health; Transport and Water Infrastructure; and Regional Development. Centroc Councils recognise that the environment, sustainability and understanding and adapting to climate change are important to the long term prosperity of Central NSW. Centroc has a history of demonstrating leadership in these areas with projects including That s a Good Idea! and Climate exchange to generate energy, interest and most importantly, change in these areas. Centroc also delivers forums such as the annual Centroc Summit to progress its advocacy agenda with State and Federal Government and opposition. These forums: Show and grow leadership; Identify opportunities for innovation; Recognise and further develop the resilience of Central NSW communities; Work efficiently to maximise outcomes for our region; Develop pathways to action with minimum impact on council resources; Create opportunities for our next generations. One of Centroc s top priorities is ensuring the security of water supply and the provision of water infrastructure in a sustainable manner. Square Deal Project In November 2008, Centroc embarked upon a study of our region s water supplies to recommend steps to ensure water security for the region for the next 50 years. The study showed that 29 towns required substantial investment to ensure water security and in November of 2009 Centroc resolved a clear plan of action to deliver those improvements. Despite recent rains, water security remains a top priority for Centroc as it is fundamental to the on-going success and prosperity of the vibrant Central NSW region. Since 2009, Centroc has proactively implemented the recommendations of the Centroc Water Security Study making significant headway in demand management and formalising governance activities under the Centroc Water Utilities Alliance. However, water cannot be examined in isolation, as it is not the only natural resource that requires sound management water has a unique relationship with energy. The treatment, delivery and heating of water accounts for a significant percentage of global energy use, with water utilities often ranking as the largest energy users in their respective communities. A proper understanding of the relationship between water and energy can result in increased cost savings and improved resource efficiency. The development of new water infrastructure, as recommended in the Water Security Study, adds to the energy equation as additional energy is needed both to construct and operate significant additional assets. CARBON PLUS Communication Plan 7 SQUARE DEAL A FAIR APPROACH TO MAKING CHANGE

9 Centroc recognises the need to be sustainable and to minimise the energy and carbon emissions impact of ensuring water security. Putting in place a sound plan to manage the potential climate change impacts is a vital next step towards achieving water security in the long term. In 2010, Centroc obtained federal grant funding for the Carbon Plus Study (the final results of which are documented as the Regional Energy Plan for Water Security 2059). The aim of this feasibility level study was to investigate solutions to minimise the carbon emissions impact of the program of works recommended as part of the Water Security Study. The Centroc Carbon Plus Study was completed in July The plan sets out a sustainable approach to providing the energy needs of the proposed water security infrastructure and would be implemented in parallel with the continued implementation of the recommendations of the water study. The recommended actions include: Water Security Study Energy Efficiency: Implement the identified energy efficiency measures in the design and delivery of the water security infrastructure. Wind Farm Renewable Energy Production: Establish or partner in a regional scale wind farm to generate the electricity required for operation of the water security system. Undertake market testing to confirm wind as the optimum renewable energy production technology and to identify the preferred delivery model prior to undertaking the renewable energy tender process. Hydro-generation: Review the potential for hydro-generation on the water security system during detailed design to confirm costs and energy generation potential; Council Energy Efficiency & Renewable Energy: Undertake council building and street lighting efficiency programs and utilise waste water and landfill gas at specific region facilities; Carbon Offsets: Develop partnerships with landholders to generate carbon offset projects. Armed with this Plan, Centroc is now continuing its journey to assure water security for present and future generations alike. A key element of the implementation of the recommendations of the Water Security Study and the Carbon Plus Study is the development of a Communication Plan. Both studies are scientific and engineering assessments conducted with stakeholder input into problem definition, option identification and strategic action selection. Together, the recommended actions of the studies represent adaptation and mitigation strategies for the Centroc region in response to the pressures of climate change on water resources and the link between climate change, energy production and carbon emissions and regional development. The studies assist in defining the expected impacts of climate change on water availability so that water supply risks can be identified and actions implemented to reduce the vulnerability of the region. In addition, the studies identify how the required infrastructure can be sustainably managed from a carbon emissions perspective, including identifying viable renewable energy sources for operation of the infrastructure. In this way, the studies present part of a vision for a sustainable and resilient region in the face of a future with less water and a greater need for renewable and low-carbon energy sources. The studies demonstrate Centroc s leadership in the development of tangible responses to these pressures. If this can be leveraged, it may promote further action in response to these issues by other sectors, community groups and individuals. CARBON PLUS Communication Plan 8

10 Successfully implemented adaptation and mitigation strategies strengthen communities and promote vibrant economies. This requires community support, which may in turn require changes in attitudes and behaviours at all levels and across individuals, organisations and economic sectors. A robust change management process is required to build community understanding and support for the initiatives identified in the two studies. Key aspects of creating and leading major change include: Awareness of the need for change; Desire to support and participate in the change; Knowledge of how to change; Ability to implement the required skills and behaviours; and Reinforcement including demonstrating the benefits of the change, to sustain the change. A key aspect of change management is the development and implementation of an effective Communication Plan to bridge gaps in the understanding of the benefits of change. The bridge must be two-way, to allow for the development of a shared understanding of the benefits. In addition, communication may need to be supported with varying degrees of education or capacity building again, this is not necessarily one-way. In January 2011, Centroc, Central West Farming Systems Inc (CWFS), Taste Marketing and MWH signed a collaboration agreement to develop and pilot a Communication Plan to support the implementation of the recommendations of the Water Security and Carbon Plus studies. The plan concept, which will be outlined further in later sections, has been named the Square Deal. Purpose The purpose of this Communication Plan (the Plan) is to assist in the process of change through awareness raising and knowledge building in relation to some of the recommendations of the two studies. The Plan has been developed by Centroc working in partnership with CWFS and Taste Marketing as these are well respected and connected groups within the Central NSW region. water has a unique relationship with energy Scope The focus of the Plan will be on assisting the process of change through awareness-raising and knowledge building. The focus of awareness-raising and knowledge building will be on aspects of the Water Security and Carbon Plus studies that: Will require action to be undertaken by the broader community i.e. the need for on-going effective water conservation and the link between reduced water demand and reduced energy consumption; May require greater information ie. solar, wind, carbon offsets, in targeted parts of the public domain to aid in building understanding of the impacts, issues and solutions to provide context for the Water Security and Carbon Plus study recommendations; Are potentially transferable so that lessons are shared with others responding to similar issues; and Strengthening networks to maximise the effectiveness of resources applied to creating similar change by other sectors and groups. CARBON PLUS Communication Plan 9 SQUARE DEAL A FAIR APPROACH TO MAKING CHANGE

11 Approach As resources are always limited, the Plan will be targeted to particular audiences and limited to key messages. It will begin and support some recommendations but not complete, the process of raising awareness and imparting knowledge. Communication is an active two-way process of providing accurate and timely information to targeted audiences, and demonstrating that audience feedback is being heard. To be successful, communication ought to be open, honest and accountable. These principles have been incorporated into the Plan. Good communication requires an appreciation of the context within which messages are being delivered. It also requires ensuring adequate definition and understanding of the target audiences for communication. To support this, an analysis of target audiences, the reason for communicating with them and analysis of the most appropriate means of communication underpinned the development of this plan. Communication channels, materials and language that are responsive to the audiences as well as clearly convey the intended messages have been developed. This Document The remainder of this document is structured as follows: chapter 2 - Project Benefits: this chapter defines the outcomes expected from the implementation of the Communication Plan; chapter 3 - Developing the Communications Approach: this chapter defines the process undertaken by Centroc, CWFS, Taste Marketing and MWH to develop the Communication Plan; Chapter 4 - A Plan for Two-Way Communication: this chapter clearly articulates the elements of the communication plan including defined audiences, communication materials and planned communication channels. This plan is supported by budgetary and scheduling information. Chapter 5 - Next Steps: this chapter sets out the immediate activities Centroc and its member Councils will undertake to further progress the implementation of the Communication Plan. Chapter 6 - GLOSSARY Communication is an active twoway process of providing accurate and timely information to targeted audiences appendices: the appendices to this Plan provide more detail on aspects of the process and the communication materials that have been developed as a result. These include details of the results of stakeholder surveying and the collaborative workshopping process used to define this Plan. CARBON PLUS Communication Plan 10

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