Making Hazwaste Hip Lessons Learned from SF Outreach Campaigns SF Environment November 4, 2009

Making Hazwaste HipLessons Learned from SF Outreach Campaigns

SF Environment

November 4, 2009

Please tape both contact points of each lithium battery for safety. Limit 5 bulbs per visit. This program is for SF residents only. Fluorescent bulbs contain mercury, a toxic metal that can cause harm to human health and the environment. You must be at home when the waste is picked up. Priority is given to disabled residents. We do not accept explosives (firecrackers, ammunition, etc.), cyanides, water reactive chemicals, etc. Do not bring in containers larger than 5 gallons in size. We are open 8am to 4pm Thursday through Saturday, except holidays, the day after Thanksgiving and December 26. Please label all materials. Do not mix materials. Keep all waste in original containers. Make sure lids are on tight. Don’t put hazardous waste in the back seat of car.

Recycling is Easy!

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• List 100+ drop-off sites• Call 330-1300 for pick up• Visit SFEnvironment.org • Send a text message

Possible Calls-to-Action

http://www.sfenvironment.org/

Print: Neighborhood Newspapers

Outdoor: Billboards

Billboards in Action

Online 1: Google Adwords

Landing Page

Online 2: SFGate.com

Online 3: Facebook

Tracking Campaign Effectiveness

• Materials collected• Number of calls• Number of pick-ups • Online ad results• Texting results

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Online Ads: Hot or Not?

Google Adwords

203,000 impressions

635 clicks

Total Cost: $682

Conversion rate ~40%

Cost Per Click $.98

SFGate

198,000 impressions184 clicks Total Cost: $2,200 + design/mgmt costsNo conversion rate dataCost Per Click $13

Facebook

1,000,000 impressions198 clicks Total Cost: $128 No conversion rate dataCost Per Click $.65

Texting:Oil Recycling Campaign

Texting Results

• 169 total texts sent• 415 area codes <10%• SF zip codes <10%• Didn’t text zip 28%• Unsubscribed 31%

• Radio the main driver • Prime for a regional campaign

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Thank You

Jean WalshOutreach Specialist

SF EnvironmentJean.Walsh@sfgov.org

mailto:Jean.Walsh@sfgov.org

Making Hazwaste Hip Lessons Learned from SF Outreach Campaigns SF Environment November 4, 2009

Documents

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Mw Mobile Advertising Campaigns Strategies For Sucessful Campaigns And Self Service Vs Managed Campaigns

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Impacts of the HazWaste Fund on Hazardous Waste in Victoria

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Media Campaigns, Social Marketing, and Social Norms Campaigns

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