CVP Boot Camp Webinar

CVP Boot Camp Campaign Planning 101 Wednesday, June 2, 2010 2:00 – 4:00 EDT

Webinar agenda
Overview of CVP, Boot Camp and Webinar Goals
Taking a Closer Look: What’s holding you back?
Identifying Target Audiences
Goal Setting
Communications Planning Basics and Tips
Branding Your Campaign
Ways to reach out (venues and mediums)
Timeline
Budget
Measurement
Top Five Take-a-ways

The Curbside Value Partnership
National program, under umbrella of KAB, designed to help communities grow participation in curbside recycling programs through increased education and measurement of data .
CVP invites eligible communities to partner and works closely with them to create, launch and measure a localized education campaign.
CVP showcases best practices nationally so others can benefit.
Photo Credit: Getty Images

Webinar goals
Provide you with strategic direction for your education efforts.
Give you tools for planning more effective education campaigns.
Photo credit: Google Images
Smart strategic planning + solid execution = high return on your investment.

CVP Boot Camp
All materials discussed today are available at:
www.RecycleCurbside.org/planning
Don’t forget to download a free copy of our toolkit at www.RecycleCurbside.org

Let’s get started! … First take a close look at your program
What are the barriers to recycling? What problems do you face? What can you impact with communications?
Some of the most common:
Not all residents have bins or carts needed to participate
Residents don’t set out bins/carts regularly
High contamination
Low participation in select neighborhoods/routes
Lack of awareness of program and/or recycling
Program change (switch to single stream, new materials accepted, etc.)
Mistrust that items are being recycled
Operational issues (inconsistent/infrequent collection, small containers, poor customer service)

Questions to ask before starting a campaign
Will you be able to handle success operationally?
What do you want to achieve?
Who is your target audience?
How much time and resources can you (and your staff) dedicate?
Who else can help?
Other departments, MRF operator, hauler, other corporate entity, third party?
Photo credit: https://access.coffeyville.edu/ics

Target audiences
Who are your highest recyclers?
Your lowest?
Who could be motivated to recycle
with the littlest effort?
Are these people concentrated in
certain neighborhoods?
Whom do they trust?
Where do they get their information?
What do they read? Watch? Visit?
What types of messages would likely resonate with them?
Humor, family values, straight facts, etc.
Photo credit: Mike Laughline Cartoons

Goal setting: Set realistic, internal goals for 6 months and 1 year
Develop SMART goals
Goals can be quantitative or qualitative
Quantitative:
- Tonnage
Set outs
Web site hits/phone calls
Qualitative:
Awareness/buzz
Feedback
Photo credit: International Association of Business

Before you develop your plan… Photo credit: http://novavista.ca/development.html

What your plan should include
Key components:
Goals
Strategies
Target audiences
Key messages
Tactics
Activities, events, speaking engagements
Marketing materials
Web site, on-line presence
Media documents
Measurement
Timeline
Photo credit: http://www.kaushik.net/avinash/wp-content/uploads/2007/10/checklist-1.jpg

Communications plan examples
For full examples of these communications plans please visit:
www.RecycleCurbside.org/planning

Branding your campaign
Do you ever think of your recycling programs as a brand?
What do you want the campaign to convey to the residents you serve?
What do you think it actually conveys?
What are some messages that could help overcome the differences?
Who is/are the best person(s) to spread these messages?
Photo credit: http://thefinancialbrand.com/wp-content/uploads/2009/05/big-brands-using-twitter.jpg

Branding 101
A good brand should…
Convey who you are
Deliver your message clearly
Be consistent
Be simple yet memorable
Be appropriate across mediums
Connect emotionally to your target audience
Motivate
A good brand should not
Create false impressions about what you do or offer
Try to do too much
Be just a logo
Be limiting

Good branding in practice
What the brand communicates:
Recycling is easy and convenient
It’s for everyone/everywhere
Diversity (yard, home and work)
It helps the environment
www.rethinkrecycling.com

Good branding in practice
What the brand communicates:
Recycling is a local tradition
Community-pride
Carts available = convenience
Recycling is fun, hip

Promoting recycling to the target audience
What can you do to promote recycling to the audience you’ve identified?
Events, speaking engagements,
press conferences
PR activities: media outreach, promotions, contests, other attention getting ideas
Paid or public service ads
Guerilla marketing
Social media
Photo credit:: http://www.whataboutclients.com/archives/Man%20with%20Megaphone.jpg

Examples of ways to communicate Sporting events Press conferences Festivals and events Photo opps

Campaign materials
What materials do you need to develop?
What are some materials that will get attention? Think traditional and non-traditional….
Media materials: press release, fact sheet, Web copy, op-ed, etc.
Marketing materials: coasters, flat characters, billboards, online widgets, campaign Web site or page, t-shirts, etc.
What mediums do you need to use?
What can you afford?
Photo credit: http://www.uphill.com/images/art_supplies.jpg

Traditional campaign materials and mediums

Non-traditional campaign materials and mediums

Using third parties to help spread the word
Other stakeholders can greatly increase the impact of your campaign
Provide further credibility
Reach more residents
Increase visibility in campaign and recycling
Provide additional resources to help: funding, staffing, etc.
Photo Credit: Google Images: shop.conservatives.com/product97024/were-all-in-this-together-poster.aspx

Who to engage
Third party organizations
KAB affiliates, civic organizations, Boy/Girl Scouts, retiree groups
Other city services/departments
Public officials
Business community
MRF operator(s) and/or hauler(s)
Local media

What to consider when selecting groups….
What organizations in your area are supportive of environmental issues?
Do they have regular events?
What vehicles do they have for reaching their members?
Web site, events, newsletter, volunteers
Who are their leaders and could they be effective surrogate spokespeople to your campaign?
What public officials do you need to be supportive? What could they do to demonstrate their commitment?

Engaging local businesses/retailers
What local businesses have reputations as being tied to the community and/or community improvement?
“ Main street” establishments – hardware/grocery stores
Distributors: Coke and Pepsi, beer brands
Companies
Where do people buy most of the commodities that should later be recycled?
What could these businesses do to help communicate to their customers?

Using the media
Advertising/Paid media:
Get the most bang for your buck if buying advertising
For PSAs work with outlet to give them the format they really need
Concentrate on media outlets popular among your target audience
Free/Earned media (media coverage):
Identify reporters who have already covered and/or are interested in similar issues and invite them to an exclusive unveiling of the campaign
Provide local media outlets with fun materials from your campaign

Building your timeline
Factor in planning/development – at least 4 weeks, more if you add in Web or creative development
Build in measurement milestones
For bin requests, etc., monthly review is recommended
For tonnages, give yourself enough time to make an initial/measurable impact (at least three months)
Address short and long-term needs
Assign deadlines and responsibilities
Enforce.. but be flexible

Budgeting basics
Consider all aspects of the campaign.
Be realistic. CVP recommends $1/hhld per year, more if major changes are being made.
Review past expenditures.
Get sign off before you spend!
Remember.. There is a lot you can do FOR FREE!
Photo credit: Getty Images

What to budget
Costs will most-likely fall within these categories:
Operational implications
Graphic designer
Web developer/programmer/hosting
Printing and production
Advertising
Events (sponsorship, entrance fees, displays)
Misc.
Give-a-ways, contest prizes, travel, catering

Measurement
Measure monthly:
Bin requests, Web traffic, media coverage, third parties engaged
Measure quarterly (at least):
MRF data, participation/set outs
Other considerations:
Financial/other in-kind contributions, volunteer use
Calculating ROI:
Cost of the campaign/incremental revenue generated from recycling
For example: In Brevard County, they spent $6,000 on a 6-month campaign that netted them $15,000 in NEW recyclables: their ROI was 132%

Top five take-a-ways…
Understand your barriers and needs.
Focus/target the right people.
Don’t go in alone… engage everyone!
Be creative, diverse and consistent.
Measure in more ways than one.

Photo credit: Mike Laughline Cartoons

Contact us
www.RecycleCurbside.org
CVP Program Director:
Steve Thompson
(804) 798-5750
[email_address]
CVP Public Relations/Marketing
[email_address]
[email_address]

CVP Boot Camp Webinar

by Kristen Biance on Jun 02, 2010

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CVP Boot Camp Webinar — Presentation Transcript