Mixed Recycling Campaign
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Transcript of Mixed Recycling Campaign
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Using Traditional & Social Media for Outreach
Marissa Segundo, APR, LEED GA
Recycling CoordinatorCity of Largo
How 'Single Stream' Became 'Mixed Recycling'
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Spring 2013:
Largo Commission approves a City-wide automated recycling collection conversion
Three Automated-Side Loaders 17,500 95-Gallon Carts with RFID RFID Readers Multi-tiered Outreach Campaign
Start Date: February 3, 2014
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W X 5
Who is your target audience?
What is your message?
When to communicate?
Where is the best platform to communicate?
Why should they listen?
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The Plan
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New Technology Allows for Greater Data Collection
Lack of Past Data Capturing
A 2nd large cart?
Converting Non-Recyclers/Occasional Recyclers
Ease of Collection
Less Restrictions
Lack of Control for in-house billing
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Goals & Objectives
Goal:To increase awareness of new recycling program & appropriate items to recycle among Largo curbside service customers
Measurable Objectives: To create an easy to understand message for the
new recycling program by December 2013 To increase awareness of appropriate items to recycle
by 20% by January 2015 To increase curbside participation by 15% by
January 2015
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Target Audience: External
Largo Residents in Single-Family Dwellings Current Recyclers Non-Recyclers/Occasional Recyclers New Recyclers
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Target Audience: Internal
Mayor & Commissioners Administration Solid Waste drivers Recycle Drivers Communications & Marketing Department Non-Solid Waste City Employees
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Win a FREE Re-usable Shopping Bag
Take a Quick 1-minute Survey
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RESOURCES
What resources do you have in house?
People: Staff, Volunteers, Influence-rs
Technology: Video, photos,
Tracking: Participation Data, Tonnage, Public Input
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Campaign Phases:
Phase 1: Have you heard -120 Days
Word of Mouth, Billboard Campaign, Web
Phase 2: It's Coming – 90 Days Events, Mayor's Letter, Truck wraps,Print Ads Social Media
Phase 3: It's Here- Educating the Public-30 days Cart Delivery, Social Media, Outreach Events
Phase 4: Continuing Education
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Ongoing Education
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Two-Way Communication
Residents have feedback
Follow up...ASAP
Engage them... “Like” positive feedback
The more engaged they are the more they get your page updates
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Events
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Internal Messaging
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Goal:To increase awareness of Mixed Recycling and appropriate items to recycle among Largo curbside service customers
78% of curbside customers were aware that new Mixed Recycling program was coming before the cart arrived
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Objective:To increase awareness of appropriate items to recycle by 20% by January 2015
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Objective:To create an easy to understand message for the new recycling program by December 2013
49% of residents responded the biggest benefit to the Mixed Recycling program was the “ability to recycle more items”
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Objective:To increase curbside participation by 15% by January 2015
First 3 Months: Overall participation 86% Average weekly set out 40-50% Recycling 1,780 tons Increased by 750 tons (42% increase) $67,393.28 saved in tipping fees
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Questions?
Marissa Segundo, APR, LEED Green Associate
Recycling Coordinator
City of Largo
(727)586-7424