1. Marketing Strategies

2. WasteCap of Lincoln Marketing Strategy
History/ Goals of the Program
Services
Special Events
Partnerships
Advertising
Final Suggestions

3. WasteCap of Lincoln History
INFORM created by local business community in 1992
WasteCap created as partnership of City of Lincoln and Lincoln Chamber of Commerce in 1994
INFORM = Industrial Nebraskans For Organized Recycling Management
WasteCap and INFORM are now merged w/ INFORM serving as the WasteCap membership.
Membership based organization with peer to peer networking providing basic market research and businesses information.
Funding from grants, contracts, membership dues and special events.
Program operates as a cooperative for recycling services

4. WasteCap of Lincoln WasteCap of Lincoln Goals
Educate Businesses about Waste Reduction, Recycling and P2
Advocate Professional, cost-effective services
Increase purchase of recycled content and EPP
Facilitate partnerships
Carrie’s Goal – Be on the cutting edge of recycling issues for businesses and emerge as leaders in the field

5. WasteCap of Lincoln Services
On-site technical assistance
Publications
Training
Special Events

6. Technical assistance Waste assessments Economic analysis
Recycling Master Agreements
Waste assessments – Word of mouth advertising, 20 per year, solid and universal waste
Economic analysis – for implementing waste reduction/ recycling
Recycling Master Agreements – Contract for discounted recycling services. Businesses saved over $90,000 in recycling fees in 2003

7. Publications Publications Recycling 101 Buy Recycled
Service Providers Guidebook
On-line P2 Toolkit
Industry Specific Guides
Computer Collection Planning Guide
Cooperative Implementation Guide

8. Special Events 3 training opportunities/ year Business R&R Event
Buy Recycled
Electronics/ fluorescents
Recycling 101
Business R&R Event
Bi-annual event, 40 vendors, 250+ attendees

9. Special Events Electronics collections Talk & Tours
11 collections since 2001
>100K pounds collected
Talk & Tours
Two per year
Memorial Stadium, Pfizer, Lazlo’s, LAP
Mobile Environmental Education Center
Fall 2004 opening

10. Partnerships Chamber of Commerce NICE
NGOs- Keep Nebraska Beautiful, NSRA, Safety Council, NE Environmental Network, P2Ric, P2 roundtable, National Recycling Coalition
EPA, NDEQ, LLCHD, NETF
Service Providers
LCOC - Business image, mailing lists, newsletter, access to CEO (i.e. decision makers)
NICE – Access to EHS professionals, great networking/ word of mouth advertising, share mailing list
NGO’s – Share mailing lists, help with projects, in-kind services
Gov’t – funding, in-kind services, mailing lists, information, presentations
Service providers – referrals, technical assistance, customer service, mail stuffers

11. Advertising
Timeline
Electronic Media
Printed Media
Networking

12. Marketing Timeline 15th of month prior to event 6 weeks prior
Press Release to monthly publications
6 weeks prior
send postcards, put postcard and press release on website, send announcement, mention in presentations/networking
4 weeks prior
Press Release to bi-weekly publications, send brochure, mention in presentations/networking
1 week prior
Press releases to local media, send attendee confirmations

13. Electronic Media E-newsletter (1/mo., 400-500 distribution)
Press releases – 6 list serves
Web site listing –
Referral to website for additional information

14. Printed Media Targeted list development Postcards Brochures Flyers
Advertise to your targeted audience (ie. EHS not CEOs)
Postcards
Teaser, 6 weeks prior, large/general mailing list
Brochures
More information, 4 weeks prior, smaller/more targeted list
Most attendees (45-70%) of training events respond to direct mail or
Flyers
Bill stuffers, newsletter stuffers, 4-6 weeks prior
Business Journals, Newspaper
Nearly 75% of all participants in computer collections state that they heard about it in the newspaper!

15. Networking Conferences Partnerships Vendor shows - About 5 per year
Workshops – Staff attends 3-5 per year, great marketing opportunity to target market
Partnerships
Mentioned earlier

16. Final Suggestions
Networking is THE most effective form of advertising direct services and special events.
Get the word out in every possible manner as many times as possible (direct mail, electronic, word-of-mouth, media)
The timeline/marketing works!
Events meet and exceed our expectations of participants!
Timing of the issue helps bring people to events
Be on the cutting edge and ahead of the game
Know your targeted audience and direct marketing towards them.