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

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

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CVPs 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

TRANSCRIPT

  • 1. Blueprint for a Successful Education CampaignA Step-by-Step Case Study July 21, 2010 KAB Webinar Series

2. 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

3. Background on CVP

  • Now in Year Two of partnership with KAB
  • CVP helps communities grow participation in curbside programsandthe volume collected by:
    • Partnering with communities todevelop ,
    • launchandmeasureeducation campaigns
    • NOTE: CVP contribution is atno costto the community
  • We then share what we learn asbest practicesto recycling coordinators, KAB affiliates, etc. so everyone can benefit

4.

  • 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 5. 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!

6. Education : Then and Now

  • Back Then.
  • Anycommunications 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

7. 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

8. 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 readat most28% of the words during an average visit; 20% is more likely
    • Sources:(Nielsen Online, July 2008, Jakob Nielsen's Alertbox)

9. CVP Web Survey

  • 2008
  • 69 percentof sites updated monthly or weekly,23 percentupdated just ONCE A YEAR.
  • 70 percentrequire visitors to dig a little or a lot to find basic information.
  • 76 percentdo not allow visitors to sign up for a bin online; only6 percenthave plans to add the feature in the future.
  • 41 percentdo not measure traffic or otherwise keep track of who is visiting.
  • N/A
  • N/A
  • 2010
  • 64 percentweekly/monthly and19 percentONCE A YEAR. 11 percent have no Website.
  • 73 percentrequire visitors to dig a little or a lot to find basic information.
  • 79 percentdo not allow visitors to sign up for a bin online; only2 percenthave plans to add the feature in the future.
  • 27 percentdo not measure traffic or otherwise keep track of who is visiting.
  • 77 percenthave a short URL; 16 percent says theirs is too long.
  • 43 percenthave incorporated social media. (FB most popular at 83 percent.)

10. Just a Few Examples of Creative Outreach Tools 11. Some More.. 12. SPOTLIGHT ON HILLSBOROUGH COUNTY 13. 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

14. 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

15. 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

16. Planning Phase Two

  • Campaign Development
    • Developed branding Famous Bens campaign
    • Established a contest
    • Defined a clear call-to-action (get bin, enter contest)

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

  • Ongoing media relations
  • Events

19. DID WE MAKE ANYTHING HAPPEN? 20. 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 21. 22. 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)

23. 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

24. Contact Us

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