Promotional Strategies Webinar Presentation

January 21, 2014

Webinar Agenda•Coordinator Presentations:

•University of Maryland - Video Contest•Oregon State University - Caught Green-Handed•Virginia Tech - Caught Green Handed (Social Media Focus)•Saint Louis University - Green Game• University of Ottawa - Waste Bucket Challenge

• Resources Available to Schools• Strategy & Messaging Tips

Partners

Sponsors

Organizers

RecycleMania, Inc.

Green Game 2014Green Game 2014

$30,000 grant from the St. Louis-Jefferson Solid Waste Management District•Facilities Services•Chaifetz•Center for Sustainability

Familiar SLU Blue entrance

containers converted to

recycling

BigBelly Solar compactors placed outside at each

entrance

Concession signage to educate patrons (designed

by Marcom)Concourse & Event Suites Bins

Over 14 tons of recycling has been diverted from landfills this fiscal year.

Chaifetz Recycling RefreshChaifetz Recycling Refresh

RecycleMania 2014RecycleMania 2014

Planning Efforts•1 month of planning

Planning Efforts•1 month of planning

Partnerships•Facilities Services, Sodexo (food services), Global Spectrum (arena operators), & Athletics

Partnerships•Facilities Services, Sodexo (food services), Global Spectrum (arena operators), & AthleticsPromotion•Press Release

•Radio Spots

•Digital Screens

•Having a good Basketball team!

Promotion•Press Release

•Radio Spots

•Digital Screens

•Having a good Basketball team!

RecycleMania 2014RecycleMania 2014Volunteers

• Student “Green Ambassadors”• Collected recycling during pre-

game, media timeouts, half-time• Staffing info table

Volunteers• Student “Green Ambassadors”• Collected recycling during pre-

game, media timeouts, half-time• Staffing info table

Green Game (National Ranking)• Diversion Rate: 21% (22nd/25)

• Per Capita: 0.15 Lbs (11th/29)

Green Game (National Ranking)• Diversion Rate: 21% (22nd/25)

• Per Capita: 0.15 Lbs (11th/29)Total Fiscal Year 14Total Fiscal Year 14

Lessons for next timeLessons for next timeOrganized tasks into “Start” “Stop” “Keep”•Keep

• Announcement about the collection at each timeout

• Shoe Collection

• Pre-game training• Bright Green Shirts

•Start• Plan early! Set a date as early as possible

• Staff the dumpster or take the recycling directly to it• Procurement Choices: T-Shirt & Food

•Stop• Can do it without as many volunteers & giveaway

items

Organized tasks into “Start” “Stop” “Keep”•Keep

• Announcement about the collection at each timeout

• Shoe Collection

• Pre-game training• Bright Green Shirts

•Start• Plan early! Set a date as early as possible

• Staff the dumpster or take the recycling directly to it• Procurement Choices: T-Shirt & Food

•Stop• Can do it without as many volunteers & giveaway

items

22ndnd Annual Annual Green Green Game Game 2/28/15 @ 2/28/15 @ 6pm6pm

Connecting with SLUstainability

Connecting with SLUstainability

Get Caught Green-Handed:Overview from Oregon State University

Andrea Norris, Marketing & Development CoordinatorOSU Materials Management

What Did It Look Like?

• “Green” acts: Mostly reusable mugs, bottles or utensils

• Steps• Find people from a distance• “Catch” and explain• Offer prize• Ask to post their photo on Facebook

Who Done It?

• Timeline• Jan: Started acquiring prizes• Feb: Started scheduling people and locations• March: Implemented over 1 week

• Organizations• Organized by the student organization

responsible for most RecycleMania events and marketing at OSU

• Worked with Dining and Athletics for some of the prizes

• People-Power• 5 “outings,” most w/ teams of 3 for ~2 hours• Plus Eco-Reps in their halls• Each outing led by different person

How’d We Spread the Word?

• Advertised along with other RecycleMania events

• No other special advertising• Kept locations and times a surprise

How’d We Do?

• Results• Caught 77 people• Generated a lot of Facebook buzz

• Album at http://tiny.cc/tefssx

• Volunteers loved it!• Tips

• Recycling can be hard to “catch”• No prizes? No problem.

For more information:Andrea NorrisAndrea.Norris@oregonstate.edu http://recycle.oregonstate.edu

Caught Green Handed:

Selfie Competition

Emily Schosid

Campus Sustainability Planner

Virginia Tech

General Concept Student interns equipped with buttons and cards

(previous slide) approach students using reusable bottles/mugs

Take photo of student with bottle and button Post to social media (Facebook) Take advantage of “selfie culture” and get

sustainability as part of the story people are telling about themselves

Encourage students to submit water bottle selfies Also post selfies to social media All selfies entered into a raffle and winner chosen

at the end of the 2-week campaign.

Planning and Promotion Start with selfies of sustainability staff and

students

Post starter photos and rules to social media

Use table cards to promote selfie raffle with QR code to FB page

Send student interns/volunteers around campus with buttons and cards

Post photos to social media as they stream in

Watch your Facebook page BLOW UP

Costs/Staffing 200 buttons from RM Store ($100)

RM swag that was purchased with $75 store credit for prizes

Certificates were designed and printed on card stock in-house

Student interns who work for our office did most of the leg-work

Results

RECYCLE THIS! VIDEO CONTEST 2014

PLANNING/PROMOTION/PARTNERSHIPS

•Initial planning meetings in December with RecycleMania Committee consisting of campus contacts including staff from Dining Services, Sustainability,Resident Life, Greek Life, Student Affairs, and student leadership.•UMD theme selected. Video contest concept and details agreed upon.•Contest design due in January. Contest rules drafted and approved by University Legal. •Prize decided upon by Facilities Management staff. Prize fulfillment arranged with Dining Services ($500 in Terrapin Express points.) •Promotion started in line with beginning of RecycleMania competition.•Key promotion locations: posters in residence halls, table tops at dining halls, signage at Stamp Student Union, screen savers at library. •Communications: sustainability newsletter, social media, campus listservs, PSAs at homebasketball games. •Primary contacts: Andrew Muir, sustainability and Adrienne Small, recycling.•Video contest winners also received four tickets to a men’s home basketball. During the game their winning entry was shown on the video screen.•Playlist featuring all video submissions posted to the Terps Recycle YouTube page.

Case Study Q&A

University of Ottawa Waste Bucket Challenge

Details• Within 48 hours of being challenged, participants must

publicly accept or decline the challenge. • Should participants decline the challenge, they will be

encouraged to make a $2 donation to the Office of Campus Sustainability*

• The challenge must run for a minimum of one week to be considered for a prize

• After completing the challenge, participants are strongly encouraged to create and post their own videos

30-Sec Video Requirements- State the length of time chosen for the challenge - Show amount of waste produced- Challenge at least one friend by name - Use designated Hashtag Sample Video: https://www.youtube.com/watch?v=DbxGP3_1700&list=UUcJQpSPK9ngduoLFQPBExPw

Make It Your Own or Accept the RecycleMania Challenge

• Replicate University of Ottawa’s activity on your own campus – resource documents on RM website

• Alec to challenge all RecycleMania Schools in a Facebook video

• Respond using #RMWasteBucketChallenge• Challenge an intern, well-known campus

figure, or a student group

Resources and Tips

Web Resources www.recyclemania.org

•Planning checklist•Rules details•Promo strategy•Download logo, files•Featured schools•Campus profile pages•How to Register•Customized results “widget”

Caught Green Handed

Planning Toolkits o Step-by-step planning guideo Poster templateo Sample email, blog & SM posts

www.recyclemania.org/CGH

ReGamesPlanning Toolkits

o Step-by-step planning guideo Suggested rules & guidelineso Digital Posterso Sample email, blog & SM postso Sample press release

www.recyclemania.org/regames

Digital Files

Posters & Banners

RecycleMania Store•Partner:

•RM-branded promo items for purchase•Custom & off the shelf•Order now to get items in early February

www.RecycleManiaStore.com

***Store Credit & Stipends are *** “Sold Out” for 2015

Student Engagement Competition

• Students post actions + “selfies” o Text, Tweet, Mobile App

• Leaderboard – schools w/ greatest participation• Use myActions platform to engage millenials• Overview webinar recording online • Deep dive webinars – January 26, Feb 2• Get details online:

New Category:

New Category: Waste Less- Promote!

Tell Us Your Story – Case Study Competition

• Plan Promo events, displays • Submit description + photos by March 27• Judges will select two winners• Recognition on RM & NWF websites

What is your Goal(s)?

•Influence general recycling behavior•Target new students•Build Campus Support for new Zero Waste Plan•Launch new collection system•Build Admin support for Recycling program

Promotional Strategy

1.Define Target Area• Reinforce program goals• Strong Visibility

2.Assemble Team• Eco-clubs• Other depts.• Service providers

3.Determine Resources

Promotional Strategy

Promotional Strategy

4. Plan Activities & Displays• Internal competitions• ReGames• Public waste audit • Mt. Trashmore display• Dorm Storm• Get Caught Green handed• Half time promotions

Craft Message

Set a goal for your audience-Make it achievable-Highlight specific categories-Choose your competitors

Make it positive & inclusiveSpeak to values of audienceStay on message

Behavior Change Primer

Download guide from “Participate” web section http://recyclemaniacs.org/participate/behaviorchange

“3 Myths of Behavior Change”

TED Talk - You Tube videoJeni Cross, Sociology Prof. at Colorado State U

Myths:1.Education will change behavior2.Need to change attitude to change behavior3.People know what motivates them to action

Google “Three myths of Behavior Change” to view video

Case Study ArchiveFeatured School page, under Participate Section

http://recyclemaniacs.org/participate/featured-schools

•Today’s presentation slide•Past presentations

Helpline

Phone: (202) 417 7379helpline@recyclemaniacs.org

www.recyclemania.org

Upcoming Webinars

•Rules & Reporting – Jan 29, 1pm ET**repeat from Jan 15

•myActions “onboarding” webinars-Jan 26 & Feb 2, 1pm ET

http://recyclemania.org/participate/webinars