Smart WaterMark Overview

Since 2006, Smart WaterMark has achieved milestones in various areas, outlined in a yearly format below. 

2006

• A Funding Deed with the Australian Government is agreed, allowing the scheme to set up a national office and employ a CEO.
• The Smart WaterMark Steering Committee meets six times over the year, co-ordinating the establishment of the scheme including agreeing Terms of Reference for the Steering Committee and independent Technical Expert Panel.
• The Smart WaterMark logo is refined and new Logo Use Guidelines developed.
• The Federal Minister for Water, Malcolm Turnbull, launches the scheme to industry at an event in Centennial Park, Sydney. The launch marks the publishing of a stakeholder web site at smartwatermark.info.
• An Inaugural Newspoll Consumer Attitudes to Water Saving Survey is commissioned as a baseline telephone omnibus survey of consumer attitudes to water conservation across Australia’s mainland capital cities.
• The Expert Panel in consultation with the pool industry develops Smart WaterMark Applicant’s Guidelines for Pool Covers.

• The Smart WaterMark Business Plan 2007-10 is developed including a marketing plan and branding strategy.
• A postal Industry Survey is undertaken to obtain marketing intelligence on Smart WaterMark certificate holders including: reasons for applying to the scheme; marketing activity undertaken to promote Smart WaterMark approval; and preferred marketing channels for the scheme to promote itself.
• The milestone of 100 products approved by the Expert Panel is reached.
• A new quarterly Stakeholder eNews is launched supplemented by a printed newsletter.
• The scheme is launched to consumers at Eden Gardens as part of National Water Week. The consumer launch coincides with a new consumer web site at smartwatermark.org going online. Sponsor of National Water Week.
• Negotiations with IP Australia are completed resulting in the protection of the Smart Approved WaterMark name and logo through trademarks.
• Research is undertaken with Institute for Sustainable Futures: Estimating Water Savings from Smart WaterMark Products supervised through an industry reference group.
• Smart WaterMark is written in to the WA State Water Plan and linked to the Waterwise Rebate Program.
• Memorandum of Understanding signed with 10 Water Utilities across Australia demonstrating the scheme working in partnership to promote water efficiency.
• Second Newspoll Consumer Attitudes to Water Saving Survey commissioned.

• The Every Bucket Counts consumer awareness campaign is launched including online calculators for rainwater harvesting, washing the car and pool covers. The campaign includes a pledge in association with WaterAid.
• The first Smart WaterMark Stakeholder Forum is held as part of the Irrigation ’08 Conference, giving stakeholders from government and industry an opportunity to shape the development of the scheme.
• A Retail Marketing Campaign is launched to hardware, nursery and irrigation retailers, raising awareness of the label with staff, and subsequently consumers at point of purchase.
• The Smart WaterMark Product of the Year Award is launched to celebrate the most innovative products approved by the Expert Panel over the previous year.
• Smart WaterMark is written into the NSW Sustainability Policy.
• Efficient Irrigation Guidelines are developed working with the Queensland Water Commission and Irrigation Australia.
• Smart WaterMark publishes Applicant’s Guidelines for Mulch and Applicant’s Guidelines for Irrigation Equipment.
• Smart WaterMark Applicant’s Guidelines for Pool Covers are revised with more stringent water efficiency benchmarks, helping to promote market transformation.
• Member of the local organising committee for Australian Water Association’s Effficient ‘08 conference.
• A Carbon Footprint assessment of the Smart WaterMark scheme is undertaken with Climate Friendly, identifying areas where the environmental impact of running the scheme can be reduced; 72% of the scheme’s footprint is generated through transport.
• Smart WaterMark label is identified in Choice Greenwash Campaign as a brand consumers can trust.
• Sponsor of National Water Week.
• Third Newspoll Consumer Attitudes to Water Saving Survey commissioned.

• The Every Bucket Counts consumer campaign is updated to highlight the water-energy nexus. Potential water savings identified through the online calculators also include greenhouse emissions saved from embedded energy in potable water. The campaign is linked to the NSW and VIC Governments’ Save Water, Save Power campaign.
• The scheme co-hosts the international Intelligent Use of Water Summit in Melbourne, the first time the event has been held in Australia.
• A Smart WaterMark Stakeholder Forum is held as part of International Water Association Efficient ’09 Conference in Sydney. Member of the conference local organising committee.
• Working with Nursery and Garden Industry Association Applicant’s Guidelines for Soil Amendments are published.
• Smart WaterMark is promoted internationally with papers presented at the international Water Smart Innovations conference and Toro Global Forum (web cast).
• Discussions took place with US Environmental Protection Agency to share experience between Smart WaterMark and WaterSense Program.
• Smart WaterMark Facebook Page and YouTube Channel launched.
• Carbon Footprint of the scheme reviewed after one year, showing significant reductions through the use of teleconferences for alternate Expert Panel and Steering Committee meetings.
• Backyard Blitz presenter Joel Hurrey becomes the schemes first Ambassador and heads up the refreshed consumer campaign.
• Sponsor of National Water Week.
• Fourth Newspoll Consumer Attitudes to Water Saving Survey commissioned.

• An industry campaign to widen the scheme to commercial and industrial products is launched, targeting industry press, events and online media.
• ABC Gardening presenter Josh Byrne becomes the second Smart WaterMark Ambassador.
• A Community Outreach program is launched; water efficiency communication and education materials are provided to community groups.
• Working with garden industry Applicant’s Guidelines for Smart Pots are published.
• Pool Cover Industry Standard developed with Pool and Spa Cover Association Australia identifying minimum ‘fitness for purpose’ standards for domestic pool covers.
• Consumer awareness campaign launched with Clean up Australia and Australian Car Wash Association.
• Supporter of National Water Week including involvement in Ambassador program.
• International Internship program launched with University of Sydney Study Aboard Program.
• Smart WaterMark joins global Water Footprint Network, the other Australian member being CSIRO.
• @SmartWaterMark Twitter feed launched.
• Judge for inaugural Prime Ministers’ WaterWise Awards.

• Over 600 products and services assessed by the Expert Panel of which 260 are approved to use the Smart WaterMark label.
• Launch of iSaveH20 Australia’s first mobile rain tank calculator and online database of approved products and services.
• Launch of the Commercial Product of the Year Award celebrating innovative non-residential products certified by the Expert panel over the previous year.
• Working with Sydney Water, NPC consulting and Australian Hospitality & Warewash Association publishing Applicant’s Guidelines for Commercial Glass Washers.
• First commercial glasswashers approved and Smart WaterMark certification linked to NSW Government retrofit program.
• Working with Water Corporation on certification of their Waterwise Approved program.
• Member of the AWA Efficient ’11 Conference Organising Committee and panel member.
• Smart WaterMark joins Water Stewardship Australia.
• Involved in UK and EU environmental labelling research projects.
• Membership of Australian Water Association Water Efficient Specialist Group Committee. Draft position statement on water efficiency developed.
• Sector Partner for GBCA Green Cities 2011 conference.
• International supporting partner of 2011 Intelligent Use of Water Awards.
• Joint marketing with Savewater Alliance and judge for Savewater! Awards.