Curbside Value Partnership Boot Camp Webinar: Blueprint for a successful education campaign

Blueprint for a Successful Education Campaign A Step-by-Step Case Study July 21, 2010 KAB Webinar Series

Webinar Agenda
Brief CVP background
The education landscape today
The importance of the Web
Cool ideas
Spotlight on Hillsborough County
Planning
Execution
Results
Top 5 take-a-ways
Stuff to check out
Contact info

Background on CVP
Now in Year Two of partnership with KAB
CVP helps communities grow participation in curbside programs and the volume collected by:
Partnering with communities to develop ,
launch and measure education campaigns
NOTE: CVP contribution is at no cost to the community
We then share what we learn as best practices to recycling coordinators, KAB affiliates, etc. so everyone can benefit

Arizona: City of Phoenix*
California: City of Huntington Park**
Colorado: City of Denver
Florida
Brevard County (2 campaigns)
City of Orlando
Hillsborough County
Indian River County
Pasco County
Georgia
City of Conyers
Griffin Regional Hub (2 campaigns)
Savannah Regional Hub (2 campaigns)
Louisiana: City of Baton Rouge
Maryland: Frederick County*
Minnesota
McCloud County
St. Louis County
Western Lake Superior Sanitary District (city of Duluth)
Missouri: Kansas City
Nebraska: City of Omaha
New Jersey: Burlington County
North Carolina
Charlotte/Mecklenburg County
Greenville
Pennsylvania
Lancaster County (Lancaster)
York County (York)
Virginia:
Arlington County
City of Norfolk*
Our Partner List * Newest CVP partners, in planning phases ** WMRA Partner

What We Do In Partner Communities….
Planning
Goal setting
Develop PR plan and strategy
Materials development/design
Campaign theme/tag-line
Execution
Launch event/announcement
Ongoing media relations
Marketing to residents
Third party engagement
Measurement
Data measurement (pre and post)
Future planning
Share best practices!

Education : Then and Now …
Back Then….
Any communications is good, “follow the leader” and replicate past efforts
Show the materials and the bins so people make the connection
Traditional media is key (print, TV, events)
Talk to the converted
Risk-averse
What Website?
Today
Anything is still better than nothing, but we should step it up and be more strategic
Be creative, recycling is easy to “get” but now must catch attention
Non-traditional media must be integrated into plans
Talk to non-recyclers and sometimes recyclers
Take some chances
A Website is a must

Web Usage Patterns
Internet users in the U.S.:
73% of all adults use the internet(147 million adults)
Internet use is at an all time high (Was 66% in Jan 2005)
72 million U.S. users go online every day
Top activities online:
Send e-mail (52%)
Get news (32%)
Use search engine to find information (29%)
Surf the Web for fun (23%)
Do a search to answer a specific question (19%)
Research a product/service before buying (19%)
Sources: Pew Internet & American Life Project

Web Usage Patterns (cont.)
Average U.S. Internet Usage, Combined Home & Work, Monthly
Website sessions (person/month) - 36 (home); 64 (work)
Web pages visited per person- 1,527
Page views per surfing session - 47
Average duration of a Web page viewed- 51-57 seconds
How Little Do Users Read?
On the average Web page, users have time to read at most 28% of the words during an average visit; 20% is more likely
Sources: (Nielsen Online, July 2008, Jakob Nielsen's Alertbox)

CVP Web Survey
2008
69 percent of sites updated monthly or weekly, 23 percent updated just ONCE A YEAR.
70 percent require visitors to dig a little or a lot to find basic information.
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.
41 percent do not measure traffic or otherwise keep track of who is visiting.
N/A
N/A
2010
64 percent weekly/monthly and 19 percent ONCE A YEAR. 11 percent have no Website.
73 percent require visitors to dig a little or a lot to find basic information.
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.
27 percent do not measure traffic or otherwise keep track of who is visiting.
77 percent have a short URL; 16 percent says theirs is too long.
43 percent have incorporated social media. (FB most popular at 83 percent.)

Just a Few Examples of Creative Outreach Tools …

Some More…..

SPOTLIGHT ON HILLSBOROUGH COUNTY

Community Overview
About Hillsborough County :
240,000 households
1,000 square miles
Recycling program:
Dual-stream recycling, 3 haulers
Curbside tonnage flat over past few years, want to see an increase

Barriers and Needs
Economy down, recycling and trash volume down.
How will this impact results?
Can/do we offset for this in judging campaign success?
County did not have Web page dedicated to recycling, where do we direct people? How do we address?
Campaign Period: September – December 2009
FULL PLAN AVAILABLE: www.RecycleCurbside.org/Planning

STEP ONE: Planning – Phase One
Developed Communications Plan:
Objectives/goals (S.M.A.R.T.)
Increase volume by 10 percent within three months
Grow participation and/or bin requests by 15 percent over year prior within three months
Strategy
Use a combo of paid and earned media to generate county-wide awareness
Streamline communications through new Website.
Key messages: Convenience, focus on bins, new Website
Target audience: Homeowners
Timeline
Set measurement standards

Planning – Phase Two
Campaign Development
Developed branding – “Famous Bens” campaign
Established a contest
Defined a clear call-to-action (get bin, enter contest)

STEP TWO: Execution: Putting Our Plan Into Action
Built Website
Obtained internal buy-in
Engaged stakeholders
Set a long term plan
Secured domain name
Kept content/pages short
and swee t
Engaged third parties
Developed materials
PR: media documents
Marketing: ads, booklets, bill stuffers
www.HillsboroughRecycles.org

Execution (cont.) Launch media event Marketing hand outs & water bill stuffer Transit ads, radio traffic spots, billboards, cinema spot
Ongoing media relations
Events

DID WE MAKE ANYTHING HAPPEN?

STEP THREE: Measurement: Bin Requests and Set Outs
4,014 MORE bins requested Sept-Dec 2009 vs. 2008
547% increase in bin requests… Goal was 15%!
Average monthly set outs: 339,628 (Sept-Dec 2009) vs. 325,659 (Sept-Dec 2008) = a 4.3% increase.
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

Top 5 Take-a-Ways
Start with a plan.
Evaluate your Website and URL.
Start small – are there simple things you can do to spice things up today?
Kick it off. Consider an event to drive media coverage and generate buzz.
Sustain it! (think Beatles, not one-hit-wonder)

Find Out More
FREE Resources (PSAs, toolkits, templates):
CVP: www.RecycleCurbside.org
www.HillsboroughRecycles.org
Earth 911: www.Earth911.org
Download the plan: www.RecycleCurbside.org/planning
Other cool campaigns to check out:
www.Re3.org
www.RecycleMoreMinnesota.org
www.YouGottaBeKidding.org

Contact Us
www.RecycleCurbside.org
CVP:
Lena Davie
[email_address]
(813) 775-6207
HILLSBOROUGH COUNTY:
Katie Brown
[email_address]
(813) 276-2924

Curbside Value Partnership Boot Camp Webinar: Blueprint for a successful education campaign

by Kristen Biance on Jul 22, 2010

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Curbside Value Partnership Boot Camp Webinar: Blueprint for a successful education campaign — Presentation Transcript