Communications for Waste and Recycling

1
Communications for Waste and Recycling
2

• About us
• Communication in modern waste management
• Impact of poor communication
• Techniques and deployment

3
Strategic

• Communication planning
• Consultancy
• Research
• Monitoring
• Brand development

4
Tactical

• Design
• Advertising
• Printing
• Online
• Doorstepping

• Public engagement
• Video
• Incentives

5
Support

• Event management
• Training
• Merchandise
• Costume characters
• Celebrity endorsement

• Focus groups
• Seminars
• Conferences

6
Where we work gt
7
In the UK, we work with over 45 local authorities
and waste contractors, having been responsible
for some of the countrys most successful
recycling campaigns of recent years
8
In the US, we are working with similar partner
organisations on public outreach campaigns for
city authorities as well as with a leading
provider of recycling incentive schemes,
introducing them to the UK and European market
place
9
In Bulgaria, we are working with the Ministry of
Environment and several NGOs, developing a major
waste and recycling conference as well as
developing campaigns for local authorities
10
We are in the process of establishing business in
Romania
11
We are working with a partner organisation for
the Government of Western Province in Sri Lanka,
developing a waste awareness campaign to support
the installation of a major Energy from Waste
plant near Colombo
12
Waste is a communications business, not just a
logistical business
David Mottershead DEFRA Head of Waste Policy and
Process
13
I waste half my advertising budget but I dont
know what half
Lord Leverhulme
14
(No Transcript)
15
(No Transcript)
16
(No Transcript)
17
(No Transcript)
18
(No Transcript)
19
All waste collected weekly
20
All waste collected weekly
Residual waste collected every other week
Recycling Paper (every 2nd week) Cans (every 3rd
week) Card (every 3rd week) Garden waste (Monthly)
21
(No Transcript)
22
(No Transcript)
23

• Binmen bribed to take extra rubbish - claims
• Its common place and an accepted action claims
  council advisor

24

• Binmen bribed to take extra rubbish - claims
• Its common place and an accepted action claims
  council advisor

25

• Binmen bribed to take extra rubbish - claims
• Its common place and an accepted action claims
  council advisor

26
RECYCLING ARTICLES SINCE 2000
74
0 0 2 1 2 3 38 40
2000 2001 2002 2003 2004 2005 2006 2007
2008
27
Energy from waste
Perception
Reality
28
IMPACT OF POOR COMMUNICATIONS
29
IMPACT OF POOR COMMUNICATIONS

• Confusion leading to resentment
• Difficult to implement other initiatives
• Low participation gt increased costs
• High contamination gt increased costs

30
Tactics and deployment
31

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

32

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

CHANGING BEHAVIOUR
33
TACTICAL PLANNING
34
TACTICAL PLANNING
Assessment Field Research Desk
Research Barriers Perception Schemes
35
TACTICAL PLANNING
Assessment Field Research Desk
Research Barriers Perception Schemes
Budget Scope Objectives Funding source Cost
value Financial year Agency selection
36
TACTICAL PLANNING
Assessment Field Research Desk
Research Barriers Perception Schemes
Budget Scope Objectives Funding source Cost
value Financial year Agency selection
Creative Copy Branding Imagery Design Test
market
37
TACTICAL PLANNING
Assessment Field Research Desk
Research Barriers Perception Schemes
Budget Scope Objectives Funding source Cost
value Financial year Agency selection
Creative Copy Branding Imagery Design Test
market
IMPLIMENT Events Doorstepping Advertising PR Dir
ect mail Online
38
TACTICAL PLANNING
Assessment Field Research Desk
Research Barriers Perception Schemes
Budget Scope Objectives Funding source Cost
value Financial year Agency selection
Creative Copy Branding Imagery Design Test
market
IMPLIMENT Events Doorstepping Advertising PR Dir
ect mail Online
Monitor Repeat
39
TACTICAL PLANNING
Assessment Field Research Desk
Research Barriers Perception Schemes
Budget Scope Objectives Funding source Cost
value Financial year Agency selection
Creative Copy Branding Imagery Design Test
market
IMPLIMENT Events Doorstepping Advertising PR Dir
ect mail Online
Monitor Repeat
Review
40
TACTICAL CHOICES
Unaware PR Direct mail Leaflets Bus
advertising Press advertising Doorstepping Aware
Aware PR Exhibitions Roadshows Bus
advertising Press advertising Radio
advertising Website Interested
Interested Roadshows Bus advertising Website Dir
ect mail E-casts Desire
Desire Events Doorstepping Bus
advertising Press advertising Radio
advertising Website Direct mail Action
Action Sustain Repeat
B R A N D I N G
41
BUDGET SETTING
42
BUDGET SETTING
Best Possible Outcome
Delivered Quickly
Low Cost
43
Yr 1 Yr 2 Yr3
Capital Costs 35 0 0
Landfill Costs 100 150 200
Service Costs 40 45 50
TOTAL 175 195 250
Saving on 50 diversion 50 75 100
Comms budget (5 of LF saving) 2.5 3.75 5
44
Yr 1 Yr 2 Yr3
Capital Costs 35 0 0
Landfill Costs 100 150 200
Service Costs 40 45 50
TOTAL 175 195 250
Saving on 50 diversion 50 75 100
Comms budget (5 of LF saving) 2.5 3.75 5
Highest First
45
SPENDOUTCOME RATIOS
50
Recycling
Low Medium High Very High
46
SPENDOUTCOME RATIOS
50
Recycling
Low Medium High Very High
47
SPENDOUTCOME RATIOS
50
Recycling
Low Medium High Very High
48
SPENDOUTCOME RATIOS
50
Recycling
Low Medium High Very High
49
Budget Sources of funding
Internal External
Communication Capital budget Waste management WRAP DEFRA
Often limited Difficult to get sign off Can be restrictive Additional work Lots of monitoring
50
LEAD TIMES
51
LEAD TIMES
Best Possible Outcome
Delivered Quickly
Low Cost
52
ETHICAL SOCIALMARKETING
53
ETHICAL SOCIALMARKETING

• What is Social Marketing?
• The promotion of ideas, initiatives and services
  to societies that benefit those societies (micro
  and macro)
• The same as commercial marketing without the end
  objective of profit
• All-encompassing targeting (leave no group out!)

54
ETHICAL SOCIALMARKETING

• What is Ethical marketing?
• respectfully understanding the audiences
  values and needs when sharing ideas

55
REACHING DISPARATEGROUPS (SOCIAL DIFFERENCES)

• Understand the market - who is the true minority
  and their cultures
• How to understand the market
• Target and Tailor
• The forgotten minority
• Build into strategy

56
UNDERSTAND THE MARKET

• Who is the true minority?
• People who recycle - minority
• People who dont recycle - majority

57
UNDERSTAND THE MARKET

• Shifting demographics
• UK population 8 ethnic (3 in 1991)
• 25 of London residents born outside of UK
• 25 of Leicester residents are Indian
• 39 of Newham population is White British

58
UNDERSTAND THE MARKET

• Shifting demographics
• UK population 8 ethnic (3 in 1991)
• 25 of London residents born outside of UK
• 25 of Leicester residents are Indian
• 39 of Newham population is White British

2001 census 1 in 1,000 people gave their
religion as Jedi!!
59
UNDERSTAND THE MARKET
Cross Cultural Outreach
Asians, Blacks and Hispanics are more likely to
rate personalisation and ad relevance as
important features of marketing messages
Forester Research survey of 54,817 homes
60
UNDERSTAND THE MARKET
Minorities are not alike!
61
UNDERSTAND THE MARKET

• Hispanic Community
• Mexican
• Cuban
• Puerto Rican
• Caribbean
• Spain, etc.

62
UNDERSTAND THE MARKET

• Asian Community
• Chinese
• Mandarin
• Cantonese
• Filipinos
• Japanese
• Asian Indians
• Koreans
• Pakistanis, etc..

63
REACHING DISPARATEGROUPS (SOCIAL DIFFERENCES)

• Target and Tailor
• Target
• Particular ethnic group
• Particular location
• Tailor
• Message to target
• Recognise need for more than one message

64
HOW TO UNDERSTANDTHE MARKET

• Talk to them!
• Ask
• Engage (community groups)
• Resources
• Agency/consultancy support
• www.shapworkingparty.org

65
ENGAGE WITH STAKEHOLDERS
66
Controllers gt Staff Influencers gt Waste
contractors Advocates gt Student groups RECYCLING
CHAMPIONS?
ENGAGE WITH STAKEHOLDERS
67
DEVELOP A BRAND
68
DEVELOP A BRAND
69

• www.wrap.org.uk
• Artwork templates
• Style guides
• Image library

DEVELOP A BRAND
70
DEVELOP A BRAND
71

• 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!

72
(No Transcript)
73
(No Transcript)
74
ENGAGE WITH AUDIENCE
75
RAISE AWARENESS THROUGH ADVERTISING
76
INFORMATION LITERATURE
77
WEBSITES AND E-COMMUNICTION
78
EVENTS
79
MONITOR PERFORMANCE
80

• RECAP

81

• 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

82

• 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

83

• 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

84

• 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

85

• 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

86

• 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

87
www.envirocomms.com