Communications for Waste and Recycling

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Communications for Waste and Recycling
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Changing attitudes and behaviour towards public
services
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Waste is a communications business, not just a
logistical business
David Mottershead DEFRA Head of Waste Policy and
Process
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Poor communications

• Confusion
• Resentment
• Low participation
• High contamination
• Increased costs

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Good communications

• Compliance
• Satisfied residents
• High participation
• Low contamination
• Reduced costs

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Developing communications
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COMMUNICATIONS
MARKETING
Research
Engagement
Direct Mail
Sponsorship
Advertising
Price
PR
Branding
Sales
Exhibitions
Promotions
Positioning
Product development
On-line
Distribution
Point of sale
Strategy
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THE 4 Ps
THE MARKETING MIX

• Product
• Place
• Price
• Promotion

• 5. People / Promise

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Product gt

• Brand name
• Functionality
• Styling
• Quality
• Packaging
• Warranty
• Accessories

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Price gt

• Price strategy
• RRP
• Discounts / wholesale
• Seasonal pricing
• Flexibility
• Offers and discounts

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Place gt

• Channels
• Coverage
• Warehousing
• Distribution
• Transport and logistics
• Order processing

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Promotion gt

• Strategy (push or pull)
• Advertising
• Sales promotions
• PR
• Marketing communication
• Sales

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• Background
• Demographics
• Waste data
• Research

Budget

• Monitor Evaluation
• Review and refine for future activity

• Objectives
• Benchmarks
• Schedule
• Outcomes

• Target
• Identification
• Stakeholders
• Hard to reach
• Lifestyle

• Outreach
• Distribution
• Delivery

• Branding and Message
• Visual identity
• Tone of voice
• Type of message

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High Priority
Inaction
Positive Action
Recycling
Low Priority
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• Background
• Demographics
• Waste data
• Research

Budget

• Monitor Evaluation
• Review and refine for future activity

• Objectives
• Benchmarks
• Schedule
• Outcomes

• Target
• Identification
• Stakeholders
• Hard to reach
• Lifestyle

• Outreach
• Distribution
• Delivery

• Branding and Message
• Visual identity
• Tone of voice
• Type of message

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• Background
• Demographics
• Waste data
• Research

Budget

• Monitor Evaluation
• Review and refine for future activity

• Objectives
• Benchmarks
• Schedule
• Outcomes

• Target
• Identification
• Stakeholders
• Hard to reach
• Lifestyle

• Outreach
• Distribution
• Delivery

• How do you know everything is working?
• When things need to be done?
• What you want to achieve?

• Branding and Message
• Visual identity
• Tone of voice
• Type of message

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• Background
• Demographics
• Waste data
• Research

Budget

• Monitor Evaluation
• Review and refine for future activity

• Objectives
• Benchmarks
• Schedule
• Outcomes

• Target
• Identification
• Stakeholders
• Hard to reach
• Lifestyle

• Outreach
• Distribution
• Delivery

COMMUNICATIONS HAS TO BE STRATEGIC

• Branding and Message
• Visual identity
• Tone of voice
• Type of message

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STRATEGY WHERE WE WANT TO BETACTICS
HOW ARE WE GOING TO GET THERE?
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Strategy Travel to Sofia
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Strategy Travel to Sofia

• Tactical choices
• Car
• Train
• Walk
• Bike

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Strategic Hierarchy
Corporate Strategy
Marketing Strategy
Communication Strategy
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Strategic Hierarchy
Corporate Strategy
Marketing Strategy
Communication Strategy
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• Push strategy
• The producer promotes the product to wholesalers,
  the wholesalers promote it to retailers, and the
  retailers promote it to consumers.

• Pull strategy
• The producer promotes the product to consumers.
  Consumers ask retailers for the product, the
  retailers ask the wholesalers, and the
  wholesalers will ask the producers.

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• Background
• Demographics
• Waste data
• Research

Budget

• Monitor Evaluation
• Review and refine for future activity

• Objectives
• Benchmarks
• Schedule
• Outcomes

• Target
• Identification
• Stakeholders
• Hard to reach
• Lifestyle

• Outreach
• Distribution
• Delivery

• Branding and Message
• Visual identity
• Tone of voice
• Type of message

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Cognitive gt Creating knowledge and
awareness Affective gt Changing
attitudes Behavioural gt Getting the consumer to
act (buy the product)
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Cognitive gt Affective gt Behavioural gt
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AIDA Attention Interest Desire Action
Cognitive gt Affective gt Behavioural gt
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AIDA Attention Interest Desire Action
Adoption Awareness Interest Evaluation Trial
Adoption
Cognitive gt Affective gt Behavioural gt
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AIDA Attention Interest Desire Action
Adoption Awareness Interest Evaluation Trial
Adoption
DAGMAR Unawareness Awareness Comprehension Con
viction Action
Cognitive gt Affective gt Behavioural gt
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• Background
• Demographics
• Waste data
• Research

Budget

• Monitor Evaluation
• Review and refine for future activity

• Objectives
• Benchmarks
• Schedule
• Outcomes

• Target
• Identification
• Stakeholders
• Hard to reach
• Lifestyle

• Outreach
• Distribution
• Delivery

• Branding and Message
• Visual identity
• Tone of voice
• Type of message

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Key Messages and Tone of Voice
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Key Messages and Tone of Voice Positioning
Recycling with Climate Change?
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The relationship to recycling

• Recycling
• Newspaper saves 83.5kgs of CO2
• Glass saves 1kg of CO2
• Plastic saves 20kg of CO2
• Cans saves 75kg of CO2
• If half of all household waste was recycled, it
  would save 1 tonne of CO2 per year p HH.
• Source US EPA

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• Graphic Design
• The process of determining the look of
  communication materials)
• Artwork
• The process of creating print-ready material

• Substance over style
• Lead times
• NEVER do it yourself!

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Assessment

• Background
• Demographics
• Waste data
• Research

Budget

• Monitor Evaluation
• Review and refine for future activity

• Objectives
• Benchmarks
• Schedule
• Outcomes

• Target
• Identification
• Stakeholders
• Hard to reach
• Lifestyle

• Outreach
• Distribution
• Delivery

• Branding and Message
• Visual identity
• Tone of voice
• Type of message

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Assessment
Strategic

• Background
• Demographics
• Waste data
• Research

Budget

• Monitor Evaluation
• Review and refine for future activity

• Objectives
• Benchmarks
• Schedule
• Outcomes

• Target
• Identification
• Stakeholders
• Hard to reach
• Lifestyle

• Outreach
• Distribution
• Delivery

• Branding and Message
• Visual identity
• Tone of voice
• Type of message

Tactical
Tactical
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SHARE OF MARKET
High
Low
High
SHARE OF VOICE
Low
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Assessment
Strategic

• Background
• Demographics
• Waste data
• Research

Budget

• Monitor Evaluation
• Review and refine for future activity

• Objectives
• Benchmarks
• Schedule
• Outcomes

• Target
• Identification
• Stakeholders
• Hard to reach
• Lifestyle

• Outreach
• Distribution
• Delivery

• Branding and Message
• Visual identity
• Tone of voice
• Type of message

Tactical
Tactical
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BUDGET SETTING
Best Possible Outcome
Delivered Quickly
Low Cost
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Highest First
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SPENDOUTCOME RATIOS
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Recycling
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SPENDOUTCOME RATIOS
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Recycling
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SPENDOUTCOME RATIOS
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Recycling
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SPENDOUTCOME RATIOS
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Recycling
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• RECAP

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• Communication is a Marketing Function
• Marketing is a two-way channel between the
  organisation and the target audience
• 4 Ps
• Marketing defines the product
• Communication models
• Market segmentation and positioning
• Importance of strategy

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• Communication is a Marketing Function
• Marketing is a two-way channel between the
  organisation and the target audience
• 4 Ps
• Marketing defines the product
• Communication models
• Market segmentation and positioning
• Importance of strategy

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• Communication is a Marketing Function
• Marketing is a two-way channel between the
  organisation and the target audience
• 4 Ps
• Marketing defines the product
• Communication models
• Market segmentation and positioning
• Importance of strategy

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• Communication is a Marketing Function
• Marketing is a two-way channel between the
  organisation and the target audience
• 4 Ps
• Marketing defines the product
• Communication models
• Market segmentation and positioning
• Importance of strategy

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• Communication is a Marketing Function
• Marketing is a two-way channel between the
  organisation and the target audience
• 4 Ps
• Marketing defines the product
• Communication models
• Market segmentation and positioning
• Importance of strategy

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• Communication is a Marketing Function
• Marketing is a two-way channel between the
  organisation and the target audience
• 4 Ps
• Marketing defines the product
• Communication models
• Market segmentation and positioning
• Importance of strategy

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• Communication is a Marketing Function
• Marketing is a two-way channel between the
  organisation and the target audience
• 4 Ps
• Marketing defines the product
• Communication models
• Market segmentation and positioning
• Importance of strategy

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• Communication is critical in modern day waste
  management
• Corrects perceptions
• Changes behaviour
• Protects against political fall out
• Has financial benefits
• Requires detailed and considered planning

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• Communication is critical in modern day waste
  management
• Corrects perceptions
• Changes behaviour
• Protects against political fall out
• Has financial benefits
• Requires detailed and considered planning

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• Communication is critical in modern day waste
  management
• Corrects perceptions
• Changes behaviour
• Protects against political fall out
• Has financial benefits
• Requires detailed and considered planning

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• Communication is critical in modern day waste
  management
• Corrects perceptions
• Changes behaviour
• Protects against political fall out
• Has financial benefits
• Requires detailed and considered planning

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• Communication is critical in modern day waste
  management
• Corrects perceptions
• Changes behaviour
• Protects against political fall out
• Has financial benefits
• Requires detailed and considered planning

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• Communication is critical in modern day waste
  management
• Corrects perceptions
• Changes behaviour
• Protects against political fall out
• Has financial benefits
• Requires detailed and considered planning

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• Communication
• Public Outreach
• Community engagement
• Advertising and marketing

CHANGING BEHAVIOUR
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