CVP Boot Camp Webinar


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This PowerPoint was presented to recycling professionals as part of Keep America Beautiful's Webinar series for affiliates. The presentation, given by the Curbside Value Partnership, details the campaign planning process from beginning to end. From the questions to ask before you begin planning an education campaign, to the measurements you should take to establish whether the campaign was successful.

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  • Reminder about CVP and describe how this Webinar is a condensed version of what we do when initially planning with our partner communities. Remind people of our toolkit and give the URL where everything can be downloaded from the CVP Web site.
  • Let’s face it. While all programs have similarities and differences – there’s one thing everyone wants: higher participation and tonnages collected. Before you begin an education campaign, take a deep look at your educational needs and the barriers to better participation? What kinds of things should it address? Better understanding these things will help shape the campaign…
  • Talk through in further detail: Operational – can you handle an increase inventory in bins/carts; can your Web site handle an increase in traffic? What if a huge jump occurrs, what’s the threshold? What about an increase in phone calls? Can the hauler respond to an increase in pick ups? 2. Thinking through some of the items on the previous slide, what do you want to achieve through your program? – general awareness? Educate people to order more bins/carts? Recycle the right things? We’ll talk a bit more about target audience in a few minutes but think about what residents are not recycling but would be most likely to start? What about those sometimes recyclers who could be motivated to recycle more diligently? Who is the least likely to recycle and probably not worth targeting at this point? What kind of time do you and your staff have to work on planning and then executing a campaign? Do you have budget to produce materials? Attend events? Would other recycling stakeholders be wiling to contribute to an education campaign?
  • Take a good look at your residents and the data. Who is currently recycling? Not recycling at all? Who is most likely to be converted to diligent recycler status? To get the return on your investment, you need to target those most likely to impact participation and tonnage. Where can you reach these people? Are they concentrated in certain neighborhoods or demographics? Where do those most likely to be converted live? Where do they frequent? What do they read/watch? Whom do they trust? And what kind of messages would likely resonate with them? Humor? Would an unexpected campaign get their attention or put them off?
  • Developing a communications plan is an essential step in pulling off a successful campaign. It must be based on your goals and be a realistic road-map of your campaign. It should also evolve as the campaign does. In Hillsborough County…..
  • We’ve talked through developing your goals, strategies and target audiences. In addition to thinking through these it’s helpful to put them down on paper. Next we’ll talk about the other more tangible execution items for an education campaign…
  • Often times, we don’t think of recycling programs as brands. But we should. Imagine if Starbucks didn’t have a consistent look or if Nike didn’t have that ubiquitous swoosh? But if you look at the 8,000+ recycling programs out there, the majority have inconsistent branding and a patchwork of materials that sometimes even contradict one another.
  • Here is an example from the Solid Waste Management Coordinating Board in the Twin Cities. They created and branded a recycling campaign called “Rethink Recycling.” The wording alone provides some brand and program context. And they convey this brand in a number of ways: on their Web site, through a logo, through messaging and on social media sites like Facebook and Twitter.
  • Baton Rouge…
  • There are many ways to communicate to your target audience including events, press conferences, photo opps, even street teams. Here are some examples.
  • There are many traditional ways to communicate your messages: fliers, brochures and handouts, fridge magnets and even media coverage as shown here from Indian River County. Many members of your target audience still consume media in a traditional way, however it’s also important to think beyond this as you will se eon the next slide.
  • Think outside of the box when it comes to materials.. And mediums. Here you will see examples of a life-size cut out use din Georgia, a trailer wrap also used in Georgia featuring a very clean and attention getting graphic, a static-cling display used on vending machines in Minnesota, a bus sign in Hillsborough County and even coasters. The key is to think about where your audiences consume sinformation, be there and be un-expected.
  • Think through who you can engage carefully. These are just a few overarching categories but take some time to really think through and develop a full list.
  • Here are some questions to ask when developing your list surrounding third party organizations, community groups and also government
  • Think through ways to work with local media outlets and approach them. If you are buying advertising, negotiate deals (billboard space, event promotion, etc.) Doing PSAs – work with the outlet to get the formats and sizes they need most. When thinking through media partners though concentrate on those outlets that are popular among your target audience. For example, while your daily newspaper may be the best way to reach the masses, it may not be the read by your particular target audience.
  • CVP Boot Camp Webinar

    1. 1. CVP Boot Camp Campaign Planning 101 Wednesday, June 2, 2010 2:00 – 4:00 EDT
    2. 2. Webinar agenda <ul><li>Overview of CVP, Boot Camp and Webinar Goals </li></ul><ul><li>Taking a Closer Look: What’s holding you back? </li></ul><ul><li>Identifying Target Audiences </li></ul><ul><li>Goal Setting </li></ul><ul><li>Communications Planning Basics and Tips </li></ul><ul><li>Branding Your Campaign </li></ul><ul><li>Ways to reach out (venues and mediums) </li></ul><ul><li>Timeline </li></ul><ul><li>Budget </li></ul><ul><li>Measurement </li></ul><ul><li>Top Five Take-a-ways </li></ul>
    3. 3. The Curbside Value Partnership <ul><li>National program, under umbrella of KAB, designed to help communities grow participation in curbside recycling programs through increased education and measurement of data . </li></ul><ul><li>CVP invites eligible communities to partner and works closely with them to create, launch and measure a localized education campaign. </li></ul><ul><li>CVP showcases best practices nationally so others can benefit. </li></ul><ul><li>Photo Credit: Getty Images </li></ul>
    4. 4. Webinar goals <ul><li>Provide you with strategic direction for your education efforts. </li></ul><ul><li>Give you tools for planning more effective education campaigns. </li></ul><ul><li>Photo credit: Google Images </li></ul>Smart strategic planning + solid execution = high return on your investment.
    5. 5. CVP Boot Camp <ul><li>All materials discussed today are available at: </li></ul><ul><li> </li></ul><ul><li>Don’t forget to download a free copy of our toolkit at </li></ul>
    6. 6. Let’s get started! … First take a close look at your program <ul><li>What are the barriers to recycling? What problems do you face? What can you impact with communications? </li></ul><ul><li>Some of the most common: </li></ul><ul><ul><li>Not all residents have bins or carts needed to participate </li></ul></ul><ul><ul><li>Residents don’t set out bins/carts regularly </li></ul></ul><ul><ul><li>High contamination </li></ul></ul><ul><ul><li>Low participation in select neighborhoods/routes </li></ul></ul><ul><ul><li>Lack of awareness of program and/or recycling </li></ul></ul><ul><ul><li>Program change (switch to single stream, new materials accepted, etc.) </li></ul></ul><ul><ul><li>Mistrust that items are being recycled </li></ul></ul><ul><ul><li>Operational issues (inconsistent/infrequent collection, small containers, poor customer service) </li></ul></ul>
    7. 7. Questions to ask before starting a campaign <ul><li>Will you be able to handle success operationally? </li></ul><ul><li>What do you want to achieve? </li></ul><ul><li>Who is your target audience? </li></ul><ul><li>How much time and resources can you (and your staff) dedicate? </li></ul><ul><li>Who else can help? </li></ul><ul><ul><li>Other departments, MRF operator, hauler, other corporate entity, third party? </li></ul></ul><ul><ul><li>Photo credit: </li></ul></ul>
    8. 8. Target audiences <ul><li>Who are your highest recyclers? </li></ul><ul><li>Your lowest? </li></ul><ul><li>Who could be motivated to recycle </li></ul><ul><li>with the littlest effort? </li></ul><ul><li>Are these people concentrated in </li></ul><ul><li>certain neighborhoods? </li></ul><ul><li>Whom do they trust? </li></ul><ul><li>Where do they get their information? </li></ul><ul><li>What do they read? Watch? Visit? </li></ul><ul><li>What types of messages would likely resonate with them? </li></ul><ul><ul><li>Humor, family values, straight facts, etc. </li></ul></ul><ul><ul><li>Photo credit: Mike Laughline Cartoons </li></ul></ul>
    9. 9. Goal setting: Set realistic, internal goals for 6 months and 1 year <ul><li>Develop SMART goals </li></ul><ul><li>Goals can be quantitative or qualitative </li></ul><ul><ul><li>Quantitative: </li></ul></ul><ul><ul><li>- Tonnage </li></ul></ul><ul><ul><li>Set outs </li></ul></ul><ul><ul><li>Web site hits/phone calls </li></ul></ul><ul><ul><li>Qualitative: </li></ul></ul><ul><ul><li>Awareness/buzz </li></ul></ul><ul><ul><li>Feedback </li></ul></ul><ul><ul><li>Photo credit: International Association of Business </li></ul></ul>
    10. 10. Before you develop your plan… Photo credit:
    11. 11. What your plan should include <ul><li>Key components: </li></ul><ul><ul><li>Goals </li></ul></ul><ul><ul><li>Strategies </li></ul></ul><ul><ul><li>Target audiences </li></ul></ul><ul><ul><li>Key messages </li></ul></ul><ul><ul><li>Tactics </li></ul></ul><ul><ul><ul><li>Activities, events, speaking engagements </li></ul></ul></ul><ul><ul><ul><li>Marketing materials </li></ul></ul></ul><ul><ul><ul><li>Web site, on-line presence </li></ul></ul></ul><ul><ul><ul><li>Media documents </li></ul></ul></ul><ul><ul><li>Measurement </li></ul></ul><ul><ul><li>Timeline </li></ul></ul><ul><ul><li>Photo credit: </li></ul></ul>
    12. 12. Communications plan examples <ul><li>For full examples of these communications plans please visit: </li></ul><ul><li> </li></ul>
    13. 13. Branding your campaign <ul><li>Do you ever think of your recycling programs as a brand? </li></ul><ul><ul><li>What do you want the campaign to convey to the residents you serve? </li></ul></ul><ul><ul><li>What do you think it actually conveys? </li></ul></ul><ul><li>What are some messages that could help overcome the differences? </li></ul><ul><li>Who is/are the best person(s) to spread these messages? </li></ul><ul><li>Photo credit: </li></ul>
    14. 14. Branding 101 <ul><li>A good brand should… </li></ul><ul><li>Convey who you are </li></ul><ul><li>Deliver your message clearly </li></ul><ul><li>Be consistent </li></ul><ul><li>Be simple yet memorable </li></ul><ul><li>Be appropriate across mediums </li></ul><ul><li>Connect emotionally to your target audience </li></ul><ul><li>Motivate </li></ul><ul><li>A good brand should not </li></ul><ul><li>Create false impressions about what you do or offer </li></ul><ul><li>Try to do too much </li></ul><ul><li>Be just a logo </li></ul><ul><li>Be limiting </li></ul>
    15. 15. Good branding in practice <ul><li>What the brand communicates: </li></ul><ul><li>Recycling is easy and convenient </li></ul><ul><li>It’s for everyone/everywhere </li></ul><ul><li>Diversity (yard, home and work) </li></ul><ul><li>It helps the environment </li></ul><ul><li> </li></ul>
    16. 16. Good branding in practice <ul><li>What the brand communicates: </li></ul><ul><li>Recycling is a local tradition </li></ul><ul><li>Community-pride </li></ul><ul><li>Carts available = convenience </li></ul><ul><li>Recycling is fun, hip </li></ul>
    17. 17. Promoting recycling to the target audience <ul><li>What can you do to promote recycling to the audience you’ve identified? </li></ul><ul><ul><li>Events, speaking engagements, </li></ul></ul><ul><ul><li>press conferences </li></ul></ul><ul><ul><li>PR activities: media outreach, promotions, contests, other attention getting ideas </li></ul></ul><ul><ul><li>Paid or public service ads </li></ul></ul><ul><ul><li>Guerilla marketing </li></ul></ul><ul><ul><li>Social media </li></ul></ul><ul><ul><li>Photo credit:: </li></ul></ul>
    18. 18. Examples of ways to communicate Sporting events Press conferences Festivals and events Photo opps
    19. 19. Campaign materials <ul><li>What materials do you need to develop? </li></ul><ul><li>What are some materials that will get attention? Think traditional and non-traditional…. </li></ul><ul><ul><li>Media materials: press release, fact sheet, Web copy, op-ed, etc. </li></ul></ul><ul><ul><li>Marketing materials: coasters, flat characters, billboards, online widgets, campaign Web site or page, t-shirts, etc. </li></ul></ul><ul><li>What mediums do you need to use? </li></ul><ul><li>What can you afford? </li></ul><ul><li>Photo credit: </li></ul>
    20. 20. Traditional campaign materials and mediums
    21. 21. Non-traditional campaign materials and mediums
    22. 22. Using third parties to help spread the word <ul><li>Other stakeholders can greatly increase the impact of your campaign </li></ul><ul><ul><li>Provide further credibility </li></ul></ul><ul><ul><li>Reach more residents </li></ul></ul><ul><ul><li>Increase visibility in campaign and recycling </li></ul></ul><ul><ul><li>Provide additional resources to help: funding, staffing, etc. </li></ul></ul><ul><ul><li>Photo Credit: Google Images: </li></ul></ul>
    23. 23. Who to engage <ul><li>Third party organizations </li></ul><ul><ul><li>KAB affiliates, civic organizations, Boy/Girl Scouts, retiree groups </li></ul></ul><ul><li>Other city services/departments </li></ul><ul><li>Public officials </li></ul><ul><li>Business community </li></ul><ul><li>MRF operator(s) and/or hauler(s) </li></ul><ul><li>Local media </li></ul>
    24. 24. What to consider when selecting groups…. <ul><li>What organizations in your area are supportive of environmental issues? </li></ul><ul><li>Do they have regular events? </li></ul><ul><li>What vehicles do they have for reaching their members? </li></ul><ul><ul><li>Web site, events, newsletter, volunteers </li></ul></ul><ul><li>Who are their leaders and could they be effective surrogate spokespeople to your campaign? </li></ul><ul><ul><li>What public officials do you need to be supportive? What could they do to demonstrate their commitment? </li></ul></ul>
    25. 25. Engaging local businesses/retailers <ul><li>What local businesses have reputations as being tied to the community and/or community improvement? </li></ul><ul><ul><li>“ Main street” establishments – hardware/grocery stores </li></ul></ul><ul><ul><li>Distributors: Coke and Pepsi, beer brands </li></ul></ul><ul><ul><li>Companies </li></ul></ul><ul><li>Where do people buy most of the commodities that should later be recycled? </li></ul><ul><li>What could these businesses do to help communicate to their customers? </li></ul>
    26. 26. Using the media <ul><li>Advertising/Paid media: </li></ul><ul><ul><li>Get the most bang for your buck if buying advertising </li></ul></ul><ul><ul><li>For PSAs work with outlet to give them the format they really need </li></ul></ul><ul><ul><li>Concentrate on media outlets popular among your target audience </li></ul></ul><ul><li>Free/Earned media (media coverage): </li></ul><ul><ul><li>Identify reporters who have already covered and/or are interested in similar issues and invite them to an exclusive unveiling of the campaign </li></ul></ul><ul><ul><li>Provide local media outlets with fun materials from your campaign </li></ul></ul>
    27. 27. Building your timeline <ul><li>Factor in planning/development – at least 4 weeks, more if you add in Web or creative development </li></ul><ul><li>Build in measurement milestones </li></ul><ul><ul><li>For bin requests, etc., monthly review is recommended </li></ul></ul><ul><ul><li>For tonnages, give yourself enough time to make an initial/measurable impact (at least three months) </li></ul></ul><ul><li>Address short and long-term needs </li></ul><ul><li>Assign deadlines and responsibilities </li></ul><ul><li>Enforce.. but be flexible </li></ul>
    28. 28. Budgeting basics <ul><li>Consider all aspects of the campaign. </li></ul><ul><li>Be realistic. CVP recommends $1/hhld per year, more if major changes are being made. </li></ul><ul><li>Review past expenditures. </li></ul><ul><li>Get sign off before you spend! </li></ul><ul><li>Remember.. There is a lot you can do FOR FREE! </li></ul><ul><li>Photo credit: Getty Images </li></ul>
    29. 29. What to budget <ul><li>Costs will most-likely fall within these categories: </li></ul><ul><ul><li>Operational implications </li></ul></ul><ul><ul><li>Graphic designer </li></ul></ul><ul><ul><li>Web developer/programmer/hosting </li></ul></ul><ul><ul><li>Printing and production </li></ul></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Events (sponsorship, entrance fees, displays) </li></ul></ul><ul><ul><li>Misc. </li></ul></ul><ul><ul><ul><li>Give-a-ways, contest prizes, travel, catering </li></ul></ul></ul>
    30. 30. Measurement <ul><li>Measure monthly: </li></ul><ul><ul><li>Bin requests, Web traffic, media coverage, third parties engaged </li></ul></ul><ul><li>Measure quarterly (at least): </li></ul><ul><ul><li>MRF data, participation/set outs </li></ul></ul><ul><li>Other considerations: </li></ul><ul><ul><li>Financial/other in-kind contributions, volunteer use </li></ul></ul><ul><li>Calculating ROI: </li></ul><ul><ul><li>Cost of the campaign/incremental revenue generated from recycling </li></ul></ul><ul><ul><li>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% </li></ul></ul>
    31. 31. Top five take-a-ways… <ul><li>Understand your barriers and needs. </li></ul><ul><li>Focus/target the right people. </li></ul><ul><li>Don’t go in alone… engage everyone! </li></ul><ul><li>Be creative, diverse and consistent. </li></ul><ul><li>Measure in more ways than one. </li></ul>
    32. 32. Photo credit: Mike Laughline Cartoons
    33. 33. Contact us <ul><li> </li></ul><ul><li>CVP Program Director: </li></ul><ul><li>Steve Thompson </li></ul><ul><li>(804) 798-5750 </li></ul><ul><li>[email_address] </li></ul><ul><li>CVP Public Relations/Marketing </li></ul><ul><li>[email_address] </li></ul><ul><li>[email_address] </li></ul>