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CVP Boot Camp Webinar
- 1. CVP Boot Camp Campaign Planning 101 Wednesday, June 2, 2010 2:00 – 4:00 EDT
- 10. Before you develop your plan… Photo credit: http://novavista.ca/development.html
- 18. Examples of ways to communicate Sporting events Press conferences Festivals and events Photo opps
- 20. Traditional campaign materials and mediums
- 21. Non-traditional campaign materials and mediums
- 32. Photo credit: Mike Laughline Cartoons
Editor's Notes
- 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.