Psychology of Recycling: Branding Your District or Facility to Increase Participation.

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Presentation transcript:

Psychology of Recycling: Branding Your District or Facility to Increase Participation

PSYCHOLOGY OF RECYCLERS Branding Your Facility While Getting Your Message Seen, Heard & Understood: A Case Study of a Successful Campaign

PSYCHOLOGY OF RECYCLERS

“Fowl Water” PSA (Windows Media File)

PSYCHOLOGY OF RECYCLERS Print Ad Campaign 2c x 6” BW (1) 4 ads Benton County Daily Record NWA Times Rogers Morning News Springdale Morning News June 26, 2014 Budget: $ Metrics: 85,000 Impressions (Total Circulation : 37, readers per paper.) nwaonline.com

PSYCHOLOGY OF RECYCLERS Online Media BANNER AD nwaonline.com Home Page 1 week (4X) JUNE 22-28, 2014 Budget: $ Metrics: 10,000 Impressions *Source: nwaonline.com Movie Theatres 1 2 Theatres (28 screens) JUNE 20-OCT. 9, 2014 (16 weeks) Budget: $ Metrics: 89,600 Impressions *Source: Screenvision 1000 per week per screen/BWD uses 20% of that number

PSYCHOLOGY OF RECYCLERS Beaver Water District Quack Ad Campaign Media Television & Cable: JUNE 23-JULY 30, 2014 Budget: $ 5, Metrics: 150,000 Impressions *Source: BWD estimate based on previous campaigns KNWA – 2 PSAs rotated 50 spots ran during news, prime time & throughout the rest of the viewing day 10 of those were sponsored KHOG – 2 PSAs rotated 42 spots ran during news, prime time & throughout the rest of the viewing day 18 of those were sponsored COX – 2 PSAs rotated 289 spots ran during news, prime time & throughout the rest of the viewing day Nonprofit discount “Don’t’ Feed Ducks” PSA (QuickTime Movie)

PSYCHOLOGY OF RECYCLERS Radio: JUNE 23-JULY 30, 2014 Budget: $ 1, Metrics: 117,500 listeners *Source: Cumulus based on 23,500/week per Nielsen ratings KAMO Nash FM 94.3 (Cumulus Radio) – 2 PSAs rotated 107 spots throughout the listening day Half of those were sponsored KIX 104/MIX 101 (Clear Channel) – 2 PSAs rotated 118 spots throughout the listening day Heavily discounted to about 8.50 per spot

PSYCHOLOGY OF RECYCLERS Website Budget: $ NEW Visitors to website went directly to this webpage (of 1199). Overall, new visitors to the website picked up from 70% in June to 71% in July. Source: Google analytics

PSYCHOLOGY OF RECYCLERS FACEBOOK Post: July 30, 2014 Metric: 95 People Reached

PSYCHOLOGY OF RECYCLERS TWITTER! Subject: AWRC retweeted one of your Tweets! BeaverWater District, Your Tweet got retweeted! BeaverWater Quack! Give Beaver Lake a break! Quack! #beaverlake 03:26 PM - 29 Jul 14 METRIC: Retweeted by AWRCAWRC To 42 followers.

PSYCHOLOGY OF RECYCLERS I saw the ad a few days ago. It is cute! Amy, I wanted to tell you that I think the rubber duck ads on the big screen at the movie theater are great and I have actually had people mention them so they must really make an impression. This is great! Nice job!! Thanks for sharing. I went to your website and was looking at your video gallery. Great stuff!! Do you do the videos in-house or do you contract them out? I like it!!! too cute - love it!!! :) I love it! g Well done! Very clever to keep it light and kid-friendly (without actually saying “poo”). Thanks for the hearty chuckle I had when I read the bit about the bread flying back into the peoples' hands. Very clever! Here's hoping your campaign will help folks treat the lake with more respect. Cool idea! Quack J Last week my family saw it on your website. It was after I had received a PSA via . We enjoyed them, thought they were well put together. My wife will be sharing them with her 3rd grade class when school starts back up. JT

PSYCHOLOGY OF RECYCLERS August 16, 2014 Budget: $ Metrics: 700 people attended Secchi Day Approximately 250 visited the QUACK table. They took 250 rubber ducks, 135 stickers & 50 magnets. More than half of this branded product remains to be used for future promotions.

PSYCHOLOGY OF RECYCLERS NWA Celebrates Secchi Day Article, thecitywire.com Radio Secchi Day Coming Up and Drinking Water Value Interview, z957fm.com with Papa Rap Secchi Day ENews, the Social, thecitywire.com, Social Secchi Day, Social Media Twitter, Dan KNWA/Fox TV Secchi Day News Interview, KNWA/Fox24, nwahomepage.com Secchi Day Gives Water-Clarity Snapshot Newspaper Article, nwaonline.com

PSYCHOLOGY OF RECYCLERS Conclusions Articles generated in media presented positive view of District and enhanced District’s reputation Campaign is continuing with free airing of PSAs in radio and on tv and cable Enhanced relationships with media representatives and outlets Increased public knowledge of right actions and how bacteria contaminates the lake, our drinking water. 452,523: Total Reach of Campaign Estimate … June 20-Oct. 9, 2014

PSYCHOLOGY OF RECYCLERS So What Are Your Challenges? Would someone like to volunteer and share with us a topic or message you are trying to turn into a campaign to share with the public? Pick me!!