1. Nicole Alevizos ● Jennifer Covington ● Abigail DeCou ● Lauren Goodin ● Katie Graner

2. Presentation Overview Situation Analysis Objectives Target Audience Strategies Core Communication Message Tactics Evaluation

3. Situation Analysis The Florida Legislature passed HB 7243, Attachment #1. 75% recycling goal for the State of Florida by 2020 40% benchmark by Dec. 31, 2012 At present, Leon County households recycle 30% of waste.

4. Objectives Increase awareness of the benefits of recycling. Encourage members of our target audience believe recycling is important. Increase number of households that recycle. Achieve 40% benchmark by Dec. 31, 2012.

5. Target Audience Mothers, age 30-45, in households that do not currently recycle. Mothers are today’s most powerful consumers. They are receptive in regards to social media and campaigning. Mothers are willing to recycle because it will benefit their children.

6. Strategies Create an emotional connection for mothers through the slogan, “Recycle Today for Your Child’s Tomorrow.” Use strategic advertising, social media outreach and informational events to achieve objectives. Position recycling in Leon County as an experience that ensures a sustainable environment.

7. Core Communication Message “It’s never too late to start. By recycling today you will ensure a sustainable environment for your children’s tomorrow. Recycle today for your child’s tomorrow.”

8. Tactics Slogan and Logo Advertisements Print Radio Television News Releases Billboard Social Media Twitter Facebook Blog Website Informational Flyer Community Event

10. Slogan Appeals to emotions Shows a benefit Challenges target audience

11. Logo Represents recycling for future generations Symbolizes growth through recycling Attracts attention

12. Print Advertisement Objective Simple illustrations Vibrant colors Eye catching

13. Print Ad Distribution Magazines Tallahassee Women’s Magazine Tallahassee Magazine Emerald Coast Magazine Newspaper Tallahassee Democrat Other Partnered homeowner associations

14. Print Advertisement

15. Radio Advertisement Objective Present as a public service announcement (PSA) Or purchase a 30 second time slot Realistic conversation

16. Radio Advertisement Distribution Tallahassee’s Best Country 94.9 FM Star 98.9 FM The Wolf 103.1 FM Magic 107.1 FM Adult Contemporary 97.3 FM Tallahassee Talk Radio 100.7 FM Best Little Radio Station 101.9 FM

17. Radio Advertisement

23. Radio News Release Distribution Tallahassee’s Best Country 94.9 FM Star 98.9 FM The Wolf 103.1 FM Magic 107.1 FM Adult Contemporary 97.3 FM Tallahassee Talk Radio 100.7 FM Best Little Radio Station 101.9 FM

24. Billboard Objective Place billboards around northeast Leon County Areas surrounding Leon County schools

25. Billboard

26. Social Media Twitter Facebook Recycle Today Blog

27. Twitter Objective Initial point of contact with individuals and “influencers” Tactics Attract people to Facebook page, websites and blog Begin conversations with influential tweeters Use Klout and Twellow

28. Twitter

29. Facebook Objective Facilitate discussions Gather feedback Tactics Share content from our website and relevant links Allow fans to post and share content, ideas, links, concerns and issues Host contests Promote events

30. Facebook

31. Blog Objective Informational resource Tactics Feature local mothers as guest writers Feature “Question and Answer” section

32. Blog

33. Website Link Objective Include a link to the “Recycle Today” website Guide target audience to additional information

34. Website Link

35. Website Objective Informational resource Tactics An interactive informational site Homepage About page Content Blog Gallery Help Links

36. Website – Home Page

37. Website – About Page

38. Informational Flyer Objective Highlights the simplicity and benefits of recycling The magnet serves as a reminder to recycle Distribution Partnered homeowners associations Killearn Lakes Plantation Golden Eagle Killearn Estates Kilrush Rhonda Renee Recycles program Community recycling events

39. Informational Flyer

40. Magnet

41. Community Event Objective Invite women and families Showcase the importance of recycling Give tips on recycling