Blueprint for a Successful Education Campaign  A Step-by-Step Case Study July 21, 2010 KAB Webinar Series
Webinar Agenda <ul><li>Brief CVP background </li></ul><ul><li>The education landscape today </li></ul><ul><li>The importan...
Background on CVP  <ul><li>Now in Year Two of partnership with KAB  </li></ul><ul><li>CVP helps communities grow participa...
<ul><li>Arizona:  City of Phoenix* </li></ul><ul><li>California:  City of Huntington Park** </li></ul><ul><li>Colorado:  C...
What We Do In Partner Communities….  <ul><li>Planning </li></ul><ul><ul><li>Goal setting </li></ul></ul><ul><ul><li>Develo...
Education : Then and Now … <ul><li>Back Then…. </li></ul><ul><li>Any  communications is good, “follow the leader” and repl...
Web Usage Patterns <ul><li>Internet users in the U.S.: </li></ul><ul><ul><li>73% of all adults use the internet(147 millio...
Web Usage Patterns (cont.) <ul><li>Average U.S. Internet Usage, Combined Home & Work, Monthly </li></ul><ul><ul><li>Websit...
CVP Web Survey <ul><li>2008 </li></ul><ul><li>69 percent  of sites updated monthly or weekly,  23 percent  updated just ON...
Just a Few Examples of Creative Outreach Tools …
Some More…..
SPOTLIGHT ON HILLSBOROUGH COUNTY
Community Overview <ul><li>About Hillsborough County : </li></ul><ul><ul><li>240,000 households  </li></ul></ul><ul><ul><l...
Barriers and Needs <ul><li>Economy down, recycling and trash volume down. </li></ul><ul><ul><li>How will this impact resul...
STEP ONE: Planning – Phase One <ul><li>Developed Communications Plan: </li></ul><ul><ul><li>Objectives/goals (S.M.A.R.T.) ...
Planning – Phase Two <ul><li>Campaign Development </li></ul><ul><ul><li>Developed branding – “Famous Bens” campaign  </li>...
STEP TWO: Execution: Putting Our Plan Into Action  <ul><li>Built Website </li></ul><ul><ul><li>Obtained internal buy-in </...
Execution (cont.) Launch media event Marketing hand outs & water bill stuffer Transit ads, radio traffic spots, billboards...
DID WE MAKE ANYTHING HAPPEN?
STEP THREE: Measurement: Bin Requests and Set Outs <ul><li>4,014 MORE bins requested Sept-Dec 2009 vs. 2008 </li></ul><ul>...
 
Top 5 Take-a-Ways <ul><li>Start with a plan.  </li></ul><ul><li>Evaluate your Website and URL. </li></ul><ul><li>Start sma...
Find Out More <ul><li>FREE Resources (PSAs, toolkits, templates): </li></ul><ul><ul><li>CVP:  www.RecycleCurbside.org </li...
Contact Us <ul><li>www.RecycleCurbside.org </li></ul><ul><li>CVP: </li></ul><ul><ul><li>Lena Davie </li></ul></ul><ul><ul>...
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Curbside Value Partnership Boot Camp Webinar: Blueprint for a successful education campaign

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CVP’s latest Boot Camp Webinar: “Blueprint for a Successful Education Campaign,” features a step-by-step guide for planning and executing an effective education campaign to promote your local recycling program.

Together, we will examine a recent CVP partnership launched in Hillsborough County, Fla. By dissecting the campaign and describing the various steps taken, you will be able to adapt some of the strategies and ideas for your own local program.

YOU WILL LEARN
Campaign Overview, including Background and Results
Step One: Planning
Step Two: Putting the Plan into Action
Step Three: Rolling Out the Campaign to Residents
Assessing the Campaign
Sustaining Campaign Momentum

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  • Do I have to? YES!!! Other issues and services are promoting themselves, we have to do so to “compete”. Now, more important than ever. Communications must be ongoing and consistent. Participation must be promoted. EDUCATION improves participation.
  • Curbside Value Partnership Boot Camp Webinar: Blueprint for a successful education campaign

    1. 1. Blueprint for a Successful Education Campaign A Step-by-Step Case Study July 21, 2010 KAB Webinar Series
    2. 2. Webinar Agenda <ul><li>Brief CVP background </li></ul><ul><li>The education landscape today </li></ul><ul><li>The importance of the Web </li></ul><ul><li>Cool ideas </li></ul><ul><li>Spotlight on Hillsborough County </li></ul><ul><ul><li>Planning </li></ul></ul><ul><ul><li>Execution </li></ul></ul><ul><ul><li>Results </li></ul></ul><ul><li>Top 5 take-a-ways </li></ul><ul><li>Stuff to check out </li></ul><ul><li>Contact info </li></ul>
    3. 3. Background on CVP <ul><li>Now in Year Two of partnership with KAB </li></ul><ul><li>CVP helps communities grow participation in curbside programs and the volume collected by: </li></ul><ul><ul><li>Partnering with communities to develop , </li></ul></ul><ul><ul><li>launch and measure education campaigns </li></ul></ul><ul><ul><li>NOTE: CVP contribution is at no cost to the community </li></ul></ul><ul><li>We then share what we learn as best practices to recycling coordinators, KAB affiliates, etc. so everyone can benefit </li></ul>
    4. 4. <ul><li>Arizona: City of Phoenix* </li></ul><ul><li>California: City of Huntington Park** </li></ul><ul><li>Colorado: City of Denver </li></ul><ul><li>Florida </li></ul><ul><ul><li>Brevard County (2 campaigns) </li></ul></ul><ul><ul><li>City of Orlando </li></ul></ul><ul><ul><li>Hillsborough County </li></ul></ul><ul><ul><li>Indian River County </li></ul></ul><ul><ul><li>Pasco County </li></ul></ul><ul><li>Georgia </li></ul><ul><ul><li>City of Conyers </li></ul></ul><ul><ul><li>Griffin Regional Hub (2 campaigns) </li></ul></ul><ul><ul><li>Savannah Regional Hub (2 campaigns) </li></ul></ul><ul><li>Louisiana: City of Baton Rouge </li></ul><ul><li>Maryland: Frederick County* </li></ul><ul><li>Minnesota </li></ul><ul><ul><li>McCloud County </li></ul></ul><ul><ul><li>St. Louis County </li></ul></ul><ul><ul><li>Western Lake Superior Sanitary District (city of Duluth) </li></ul></ul><ul><li>Missouri: Kansas City </li></ul><ul><li>Nebraska: City of Omaha </li></ul><ul><li>New Jersey: Burlington County </li></ul><ul><li>North Carolina </li></ul><ul><ul><li>Charlotte/Mecklenburg County </li></ul></ul><ul><ul><li>Greenville </li></ul></ul><ul><li>Pennsylvania </li></ul><ul><ul><li>Lancaster County (Lancaster) </li></ul></ul><ul><ul><li>York County (York) </li></ul></ul><ul><li>Virginia: </li></ul><ul><ul><li>Arlington County </li></ul></ul><ul><ul><li>City of Norfolk* </li></ul></ul>Our Partner List * Newest CVP partners, in planning phases ** WMRA Partner
    5. 5. What We Do In Partner Communities…. <ul><li>Planning </li></ul><ul><ul><li>Goal setting </li></ul></ul><ul><ul><li>Develop PR plan and strategy </li></ul></ul><ul><ul><li>Materials development/design </li></ul></ul><ul><ul><li>Campaign theme/tag-line </li></ul></ul><ul><li>Execution </li></ul><ul><ul><li>Launch event/announcement </li></ul></ul><ul><ul><li>Ongoing media relations </li></ul></ul><ul><ul><li>Marketing to residents </li></ul></ul><ul><ul><li>Third party engagement </li></ul></ul><ul><li>Measurement </li></ul><ul><ul><li>Data measurement (pre and post) </li></ul></ul><ul><ul><li>Future planning </li></ul></ul><ul><ul><li>Share best practices! </li></ul></ul>
    6. 6. Education : Then and Now … <ul><li>Back Then…. </li></ul><ul><li>Any communications is good, “follow the leader” and replicate past efforts </li></ul><ul><li>Show the materials and the bins so people make the connection </li></ul><ul><li>Traditional media is key (print, TV, events) </li></ul><ul><li>Talk to the converted </li></ul><ul><li>Risk-averse </li></ul><ul><li>What Website? </li></ul><ul><li>Today </li></ul><ul><li>Anything is still better than nothing, but we should step it up and be more strategic </li></ul><ul><li>Be creative, recycling is easy to “get” but now must catch attention </li></ul><ul><li>Non-traditional media must be integrated into plans </li></ul><ul><li>Talk to non-recyclers and sometimes recyclers </li></ul><ul><li>Take some chances </li></ul><ul><li>A Website is a must </li></ul>
    7. 7. Web Usage Patterns <ul><li>Internet users in the U.S.: </li></ul><ul><ul><li>73% of all adults use the internet(147 million adults) </li></ul></ul><ul><ul><ul><li>Internet use is at an all time high (Was 66% in Jan 2005) </li></ul></ul></ul><ul><ul><li>72 million U.S. users go online every day </li></ul></ul><ul><li>Top activities online: </li></ul><ul><ul><li>Send e-mail (52%) </li></ul></ul><ul><ul><li>Get news (32%) </li></ul></ul><ul><ul><li>Use search engine to find information (29%) </li></ul></ul><ul><ul><li>Surf the Web for fun (23%) </li></ul></ul><ul><ul><li>Do a search to answer a specific question (19%) </li></ul></ul><ul><ul><li>Research a product/service before buying (19%) </li></ul></ul><ul><ul><li>Sources: Pew Internet & American Life Project </li></ul></ul>
    8. 8. Web Usage Patterns (cont.) <ul><li>Average U.S. Internet Usage, Combined Home & Work, Monthly </li></ul><ul><ul><li>Website sessions (person/month) - 36 (home); 64 (work) </li></ul></ul><ul><ul><li>Web pages visited per person- 1,527 </li></ul></ul><ul><ul><li>Page views per surfing session - 47 </li></ul></ul><ul><ul><li>Average duration of a Web page viewed- 51-57 seconds </li></ul></ul><ul><li>How Little Do Users Read? </li></ul><ul><ul><li>On the average Web page, users have time to read at most 28% of the words during an average visit; 20% is more likely </li></ul></ul><ul><ul><li>Sources: (Nielsen Online, July 2008, Jakob Nielsen's Alertbox) </li></ul></ul>
    9. 9. CVP Web Survey <ul><li>2008 </li></ul><ul><li>69 percent of sites updated monthly or weekly, 23 percent updated just ONCE A YEAR. </li></ul><ul><li>70 percent require visitors to dig a little or a lot to find basic information. </li></ul><ul><li>76 percent do not allow visitors to sign up for a bin online; only 6 percent have plans to add the feature in the future. </li></ul><ul><li>41 percent do not measure traffic or otherwise keep track of who is visiting. </li></ul><ul><li>N/A </li></ul><ul><li>N/A </li></ul><ul><li>2010 </li></ul><ul><li>64 percent weekly/monthly and 19 percent ONCE A YEAR. 11 percent have no Website. </li></ul><ul><li>73 percent require visitors to dig a little or a lot to find basic information. </li></ul><ul><li>79 percent do not allow visitors to sign up for a bin online; only 2 percent have plans to add the feature in the future. </li></ul><ul><li>27 percent do not measure traffic or otherwise keep track of who is visiting. </li></ul><ul><li>77 percent have a short URL; 16 percent says theirs is too long. </li></ul><ul><li>43 percent have incorporated social media. (FB most popular at 83 percent.) </li></ul>
    10. 10. Just a Few Examples of Creative Outreach Tools …
    11. 11. Some More…..
    12. 12. SPOTLIGHT ON HILLSBOROUGH COUNTY
    13. 13. Community Overview <ul><li>About Hillsborough County : </li></ul><ul><ul><li>240,000 households </li></ul></ul><ul><ul><li>1,000 square miles </li></ul></ul><ul><li>Recycling program: </li></ul><ul><ul><li>Dual-stream recycling, 3 haulers </li></ul></ul><ul><ul><li>Curbside tonnage flat over past few years, want to see an increase </li></ul></ul>
    14. 14. Barriers and Needs <ul><li>Economy down, recycling and trash volume down. </li></ul><ul><ul><li>How will this impact results? </li></ul></ul><ul><ul><li>Can/do we offset for this in judging campaign success? </li></ul></ul><ul><li>County did not have Web page dedicated to recycling, where do we direct people? How do we address? </li></ul><ul><li>Campaign Period: September – December 2009 </li></ul><ul><li>FULL PLAN AVAILABLE: www.RecycleCurbside.org/Planning </li></ul>
    15. 15. STEP ONE: Planning – Phase One <ul><li>Developed Communications Plan: </li></ul><ul><ul><li>Objectives/goals (S.M.A.R.T.) </li></ul></ul><ul><ul><ul><li>Increase volume by 10 percent within three months </li></ul></ul></ul><ul><ul><ul><li>Grow participation and/or bin requests by 15 percent over year prior within three months </li></ul></ul></ul><ul><ul><li>Strategy </li></ul></ul><ul><ul><ul><li>Use a combo of paid and earned media to generate county-wide awareness </li></ul></ul></ul><ul><ul><ul><li>Streamline communications through new Website. </li></ul></ul></ul><ul><ul><li>Key messages: Convenience, focus on bins, new Website </li></ul></ul><ul><ul><li>Target audience: Homeowners </li></ul></ul><ul><ul><li>Timeline </li></ul></ul><ul><li>Set measurement standards </li></ul>
    16. 16. Planning – Phase Two <ul><li>Campaign Development </li></ul><ul><ul><li>Developed branding – “Famous Bens” campaign </li></ul></ul><ul><ul><li>Established a contest </li></ul></ul><ul><ul><li>Defined a clear call-to-action (get bin, enter contest) </li></ul></ul>
    17. 17. STEP TWO: Execution: Putting Our Plan Into Action <ul><li>Built Website </li></ul><ul><ul><li>Obtained internal buy-in </li></ul></ul><ul><ul><li>Engaged stakeholders </li></ul></ul><ul><ul><li>Set a long term plan </li></ul></ul><ul><ul><li>Secured domain name </li></ul></ul><ul><ul><li>Kept content/pages short </li></ul></ul><ul><ul><li>and swee t </li></ul></ul><ul><li>Engaged third parties </li></ul><ul><ul><ul><li>Developed materials </li></ul></ul></ul><ul><ul><li>PR: media documents </li></ul></ul><ul><ul><li>Marketing: ads, booklets, bill stuffers </li></ul></ul>www.HillsboroughRecycles.org
    18. 18. Execution (cont.) Launch media event Marketing hand outs & water bill stuffer Transit ads, radio traffic spots, billboards, cinema spot <ul><li>Ongoing media relations </li></ul><ul><li>Events </li></ul>
    19. 19. DID WE MAKE ANYTHING HAPPEN?
    20. 20. STEP THREE: Measurement: Bin Requests and Set Outs <ul><li>4,014 MORE bins requested Sept-Dec 2009 vs. 2008 </li></ul><ul><li>547% increase in bin requests… Goal was 15%! </li></ul><ul><li>Average monthly set outs: 339,628 (Sept-Dec 2009) vs. 325,659 (Sept-Dec 2008) = a 4.3% increase. </li></ul>2008 (Sept-Dec) 2009 (Sept-Dec) On-line bin requests (N/A) 2,797 sets Phone/email requests 734 sets 2,437 sets Total bins requested 734 sets 4,748 sets Monthly average 184 sets 1,187 sets
    21. 22. Top 5 Take-a-Ways <ul><li>Start with a plan. </li></ul><ul><li>Evaluate your Website and URL. </li></ul><ul><li>Start small – are there simple things you can do to spice things up today? </li></ul><ul><li>Kick it off. Consider an event to drive media coverage and generate buzz. </li></ul><ul><li>Sustain it! (think Beatles, not one-hit-wonder) </li></ul>
    22. 23. Find Out More <ul><li>FREE Resources (PSAs, toolkits, templates): </li></ul><ul><ul><li>CVP: www.RecycleCurbside.org </li></ul></ul><ul><ul><li>www.HillsboroughRecycles.org </li></ul></ul><ul><ul><li>Earth 911: www.Earth911.org </li></ul></ul><ul><ul><li>Download the plan: www.RecycleCurbside.org/planning </li></ul></ul><ul><li>Other cool campaigns to check out: </li></ul><ul><ul><li>www.Re3.org </li></ul></ul><ul><ul><li>www.RecycleMoreMinnesota.org </li></ul></ul><ul><ul><li>www.YouGottaBeKidding.org </li></ul></ul>
    23. 24. Contact Us <ul><li>www.RecycleCurbside.org </li></ul><ul><li>CVP: </li></ul><ul><ul><li>Lena Davie </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>(813) 775-6207 </li></ul></ul><ul><li>HILLSBOROUGH COUNTY: </li></ul><ul><ul><li>Katie Brown </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>(813) 276-2924 </li></ul></ul>

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