Communications for Waste and Recycling

Communications for Waste and Recycling

Communications for Waste and Recycling

• About us

• Communication in modern waste management

• Impact of poor communication

• Techniques and deployment

• Communication planning

• Consultancy

• Research

• Monitoring

• Brand development

Strategic

• Design

• Advertising

• Printing

• Online

• Doorstepping

Tactical• Public engagement

• Video

• Incentives

• Event management

• Training

• Merchandise

• Costume characters

• Celebrity endorsement

Support• Focus groups

• Seminars

• Conferences

Where we work >

In the UK, we work with over 45 local authorities and waste contractors, having been responsible for some of the country’s most successful recycling campaigns of recent years

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

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

We are in the process of establishing business in

Romania

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

“Waste is a

communications business, not just a logistical business”

David Mottershead

DEFRA Head of Waste Policy and Process

“I waste half my advertising budget but I don’t know what half”

Lord Leverhulme

All waste collected weekly

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)

Binmen bribed to take extra rubbish - claims

“It’s common place and an accepted action claims council advisor”

Binmen bribed to take extra rubbish - claims

“It’s common place and an accepted action claims council advisor”

Binmen bribed to take extra rubbish - claims

“It’s common place and an accepted action claims council advisor”

2000 2001 2002 2003 2004 2005 2006 2007 2008

0 0 2 1 2 3 38 40

74

RECYCLING ARTICLES SINCE 2000

Energy from waste

Perception Reality

IMPACT OF POOR COMMUNICATIONS

IMPACT OF POOR COMMUNICATIONS

• Confusion leading to resentment

• Difficult to implement other initiatives

• Low participation > increased costs

• High contamination > increased costs

Tactics and deployment

• Communication

• Public Outreach

• Community engagement

• Advertising and marketing

• Communication

• Public Outreach

• Community engagement

• Advertising and marketing

CHANGING BEHAVIOURCHANGING BEHAVIOUR

TACTICAL PLANNING

TACTICAL PLANNINGAssessment

Field Research

Desk Research

Barriers

Perception

Schemes

TACTICAL PLANNINGAssessment

Field Research

Desk Research

Barriers

Perception

Schemes

Budget

Scope

Objectives

Funding source

Cost value

Financial year

Agency selection

TACTICAL PLANNINGAssessment

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

TACTICAL PLANNINGAssessment

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

Direct mail

Online

TACTICAL PLANNINGAssessment

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

Direct mail

Online

Monitor

Repeat

TACTICAL PLANNINGAssessment

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

Direct mail

Online

Monitor

Repeat

Review

TACTICAL CHOICESUnaware

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

Direct 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

BUDGET SETTING

BUDGET SETTING

Low Cost

Best Possible Outcome

Delivered

Quickly

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

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

SPEND:OUTCOME RATIOSSPEND:OUTCOME RATIOS

50%

Rec

ycli

ng

Low Medium High Very High

SPEND:OUTCOME RATIOSSPEND:OUTCOME RATIOS

50%

Rec

ycli

ng

Low Medium High Very High

SPEND:OUTCOME RATIOSSPEND:OUTCOME RATIOS

50%

Rec

ycli

ng

Low Medium High Very High

SPEND:OUTCOME RATIOSSPEND:OUTCOME RATIOS

50%

Rec

ycli

ng

Low Medium High Very High

Budget: Sources of funding

Internal External

Communication Capital budget Waste management

WRAPDEFRA

Often limited

Difficult to get sign off

Can be restrictive

Additional work

Lots of monitoring

LEAD TIMES

LEAD TIMES

Low Cost

Best Possible Outcome

Delivered

Quickly

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!)

ETHICAL & SOCIALMARKETING

What is “Ethical marketing?”

“respectfully understanding the audience’s values and needs when

sharing ideas”

ETHICAL & SOCIALMARKETING

• 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

REACHING DISPARATEGROUPS (SOCIAL DIFFERENCES)

Who is the true minority?

• People who recycle - minority• People who don’t recycle - majority

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”

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”

UNDERSTAND THE MARKET

2001 census: 1 in 1,000 people gave their religion as “Jedi”!!

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

UNDERSTAND THE MARKET

UNDERSTAND THE MARKET

Minorities are not alike!……

UNDERSTAND THE MARKET

Hispanic Community

• Mexican• Cuban• Puerto Rican• Caribbean• Spain, etc….

UNDERSTAND THE MARKET

Asian Community• Chinese

– Mandarin– Cantonese

• Filipinos• Japanese• Asian Indians• Koreans• Pakistanis, etc..

REACHING DISPARATEGROUPS (SOCIAL DIFFERENCES)

Target and Tailor

• Target– Particular ethnic group– Particular location

• Tailor– Message to target– Recognise need for more than

one message

HOW TO UNDERSTANDTHE MARKET

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

www.shapworkingparty.org

ENGAGE WITH STAKEHOLDERS

ENGAGE WITH STAKEHOLDERS

Controllers > Staff

Influencers > Waste contractors

Advocates > Student groups

RECYCLING CHAMPIONS?

DEVELOP A BRAND

DEVELOP A BRAND

DEVELOP A BRAND

www.wrap.org.uk• Artwork templates

• Style guides

• Image library

DEVELOP A BRAND

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!

ENGAGE WITH AUDIENCE

RAISE AWARENESS THROUGH ADVERTISING

INFORMATION LITERATURE

WEBSITES AND E-COMMUNICTION

EVENTS

MONITOR PERFORMANCE

RECAP

• 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

• 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

• 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

• 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

• 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

• 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

www.envirocomms.comwww.envirocomms.com