SlideShare a Scribd company logo
Using
Traditional &
Social Media
for Outreach
Marissa Segundo, APR, LEED GA
Recycling Coordinator
City of Largo
How 'Single Stream' Became
'Mixed Recycling'
Spring 2013:
Largo Commission approves a City-wide automated
recycling collection conversion

Three Automated-Side Loaders

17,500 95-Gallon Carts with RFID

RFID Readers

Multi-tiered Outreach Campaign
Start Date: February 3, 2014
W X 5
Who is your target audience?
What is your message?
When to communicate?
Where is the best platform to communicate?
Why should they listen?
The Plan
New Technology Allows for Greater Data Collection
Lack of Past Data Capturing
A 2nd
large cart?
Converting Non-Recyclers/Occasional Recyclers
Ease of
Collection
Less Restrictions
Lack of Control for in-house billing
Goals & Objectives
Goal:
To increase awareness of new recycling program &
appropriate items to recycle among Largo curbside
service customers
Measurable Objectives:

To create an easy to understand message for the
new recycling program by December 2013

To increase awareness of appropriate items to recycle
by 20% by January 2015

To increase curbside participation by 15% by
January 2015
Target Audience: External

Largo Residents in Single-Family Dwellings

Current Recyclers

Non-Recyclers/Occasional Recyclers

New Recyclers
Target Audience: Internal

Mayor & Commissioners

Administration

Solid Waste drivers

Recycle Drivers

Communications & Marketing Department

Non-Solid Waste City Employees
Win a FREE Re-usable Shopping Bag
Take a Quick 1-minute Survey
RESOURCES
What resources do you have in house?
People: Staff, Volunteers, Influence-rs
Technology: Video, photos,
Tracking: Participation Data, Tonnage, Public
Input
Campaign Phases:
Phase 1: Have you heard -120 Days
Word of Mouth, Billboard Campaign, Web
Phase 2: It's Coming – 90 Days
Events, Mayor's Letter, Truck wraps,Print Ads Social Media
Phase 3: It's Here- Educating the Public-30 days
Cart Delivery, Social Media, Outreach Events
Phase 4: Continuing Education
Ongoing Education
Two-Way Communication
Residents have feedback
Follow up...ASAP
Engage them... “Like” positive feedback
The more engaged they are the more they get
your page updates
Events
Internal Messaging
Goal:
To increase awareness of Mixed Recycling and
appropriate items to recycle among Largo curbside
service customers
78% of curbside customers were aware that new
Mixed Recycling program was coming before the
cart arrived
Objective:
To increase awareness of appropriate items to recycle
by 20% by January 2015
Objective:
To create an easy to understand message for the new
recycling program by December 2013
49% of residents
responded the biggest
benefit to the Mixed
Recycling program was
the “ability to recycle
more items”
Objective:
To increase curbside participation by 15%
by January 2015
First 3 Months:

Overall participation 86%

Average weekly set out 40-50%

Recycling 1,780 tons

Increased by 750 tons (42% increase)

$67,393.28 saved in tipping fees
Questions?
Marissa Segundo, APR,
LEED Green Associate
Recycling Coordinator
City of Largo
(727)586-7424
msegundo@Largo.com

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Mixed Recycling Campaign

  • 1. Using Traditional & Social Media for Outreach Marissa Segundo, APR, LEED GA Recycling Coordinator City of Largo How 'Single Stream' Became 'Mixed Recycling'
  • 2. Spring 2013: Largo Commission approves a City-wide automated recycling collection conversion  Three Automated-Side Loaders  17,500 95-Gallon Carts with RFID  RFID Readers  Multi-tiered Outreach Campaign Start Date: February 3, 2014
  • 3. W X 5 Who is your target audience? What is your message? When to communicate? Where is the best platform to communicate? Why should they listen?
  • 5. New Technology Allows for Greater Data Collection Lack of Past Data Capturing A 2nd large cart? Converting Non-Recyclers/Occasional Recyclers Ease of Collection Less Restrictions Lack of Control for in-house billing
  • 6. Goals & Objectives Goal: To increase awareness of new recycling program & appropriate items to recycle among Largo curbside service customers Measurable Objectives:  To create an easy to understand message for the new recycling program by December 2013  To increase awareness of appropriate items to recycle by 20% by January 2015  To increase curbside participation by 15% by January 2015
  • 7. Target Audience: External  Largo Residents in Single-Family Dwellings  Current Recyclers  Non-Recyclers/Occasional Recyclers  New Recyclers
  • 8. Target Audience: Internal  Mayor & Commissioners  Administration  Solid Waste drivers  Recycle Drivers  Communications & Marketing Department  Non-Solid Waste City Employees
  • 9. Win a FREE Re-usable Shopping Bag Take a Quick 1-minute Survey
  • 10.
  • 11. RESOURCES What resources do you have in house? People: Staff, Volunteers, Influence-rs Technology: Video, photos, Tracking: Participation Data, Tonnage, Public Input
  • 12. Campaign Phases: Phase 1: Have you heard -120 Days Word of Mouth, Billboard Campaign, Web Phase 2: It's Coming – 90 Days Events, Mayor's Letter, Truck wraps,Print Ads Social Media Phase 3: It's Here- Educating the Public-30 days Cart Delivery, Social Media, Outreach Events Phase 4: Continuing Education
  • 13.
  • 14.
  • 15.
  • 16.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28. Two-Way Communication Residents have feedback Follow up...ASAP Engage them... “Like” positive feedback The more engaged they are the more they get your page updates
  • 29.
  • 30.
  • 31.
  • 32.
  • 35.
  • 36.
  • 37. Goal: To increase awareness of Mixed Recycling and appropriate items to recycle among Largo curbside service customers 78% of curbside customers were aware that new Mixed Recycling program was coming before the cart arrived
  • 38.
  • 39. Objective: To increase awareness of appropriate items to recycle by 20% by January 2015
  • 40. Objective: To create an easy to understand message for the new recycling program by December 2013 49% of residents responded the biggest benefit to the Mixed Recycling program was the “ability to recycle more items”
  • 41. Objective: To increase curbside participation by 15% by January 2015 First 3 Months:  Overall participation 86%  Average weekly set out 40-50%  Recycling 1,780 tons  Increased by 750 tons (42% increase)  $67,393.28 saved in tipping fees
  • 42. Questions? Marissa Segundo, APR, LEED Green Associate Recycling Coordinator City of Largo (727)586-7424 msegundo@Largo.com