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10 Steps to Building Knock-out Education & Promotion Strategies
A Recycle Coach WebinarBarbara McConnell, APRWednesday, Nov. 9, 2016
Welcome & Introductions
Barbara McConnell, APR
Has worked as a communication specialist for municipal solid waste management Strategic planning Program design Tactical planning and implementation Measurement and monitoring Evaluation
President McConnell Weaver Strategic CommunicationCommunication Coach for Recycle Coach
This Webinar
Series of 4 Strategic Communication Planning Webinars
1. April 20, 2016
2. May 18, 2016
3. November 9, 2016
4. December 14, 2016
Today:1. Dynamic plans in 10 steps2. Intelligent campaigns3. If you can do only 1 thing4. Ready-to-go template
About Municipal Media
• Founded in 2001
• Headquartered in Toronto
• Created RecyclingCalendars.com
• Launched my-waste® App in 2011
• Launched ‘my-waste® website plug-in widget in 2014
• Launched Recycle Coach ® in2016
RecycleCoach.com
Strategic Planning for Intelligent Campaigns
1. Change your mind-set to embrace program measurement strategies, even though they introduce the idea of accountability.
2. Develop a new culture of “just do it”.
3. Banish the thought of “under promising and overdelivering”.
Start “delivering intelligent campaigns” (strategic plans that establish mechanisms that generate benchmark and tracking data relative to you program and that you use as a means of assessing the success of your campaign against the goals).
Develop a Strategic Communication Plan
Using these 10 Steps:
1. Situation 6. Target Audience
2. Goal 7. Key Messages
3. Measurable Objectives 8. Creative Approach
4. Measurement Metrics 9. Communication Tactics
5. Collect & Analyze Data 10. Evaluation
Step 1 – Write the Situation
Every campaign must have context
What is the new opportunity/issue/problem, etc. that you want to address?
Write it down in detail
Note the cause, impact on your program and planned steps to address the situation
What do you want to do?
Tip - If you can only do 1 thing…
Step 1 – Write the Situation
Write the key points of context in three bullets answering the following:
What situation you want to address?
Why it is important?
What you want to do to address it?
Step 2 - Goal
Sets the ultimate desirable outcome and is solution-oriented; it is a statement of the “vision”
Be specific
Usually there is only one goal but in some circumstances there could be two
Objectives would have to address both goals
What do you want to accomplish?
Example: “Increase the recovery of plastic bags and overwrap for recycling. This will be accomplished by building
awareness among residents that they can recycle these materials by taking them to
the new collection bins located at the transfer
station.”
Tip - If you can do only 1 thing…
Write a simple goal statement describing what success looks like.
Example: Increase recovery of plastic bags by motivating residents to take them to the collection bins at the transfer station.
Step 3 - Measurable Objectives
Write no more than 3
Describe what needs to change and by how much to achieve the goal Example: Decrease unacceptable materials by 10% over three months
Important to record this step; provides context for the results
Check back mid-campaign (to adjust if necessary) and at end of the campaign
Will be able to see performance against desired outcome
What needs to change?
Writing Measurable Objectives1. S.M.A.R.T
S – be specific
M – include measurement factors
A – make them attainable
R – make them realistic
T – link them to a time deadline
2. 3 Ws Identify who, what, when
3. Use Action Verbs Identify, create, report, compile, measure,
evaluate
Tip - If you can only do 1 thing…
• Record most important outcome and use a metric that sets a target of success
• Example:
To improve the proper set out of plastic bags and overwrap collected in residential recycling bins by 20% over three month period from September to end of November. This would be measured against a benchmark curbside recycling audit conducted in July, 2016.
Step 4 - Measurable Metrics
Metrics are measurable data points
Collected before, potentially during and after a campaign or program
Allow time in the development of your strategic plan to undertake collection of benchmark (pre-campaign) data
Post campaign measurement results (called tracking) are compared to the “pre” data to assess progress
How will you measure progress?
Options for Measurable Metrics Set out rates Qualitative Research
(focus groups) Curbside/Multi-Unit
Curbside audits Quantitative Research(online survey panels)
All recyclables Only unaccepted materials All recyclables & garbage
MRF audits Recorded town hall meetings
Number of people
MRF recorded visuals Neighbourhood kitchen table meetings
Comparisons with other nearby,similar programs
Bin visual audits Tracking customerservice calls
Newsletter & media analytics
Weigh scale data Website analytics
Depot exit surveys Social media analytics
Strategic P&E Plan Development Timeline
Start writing plan, including measurement
metrics
Execute measurement metrics, get
results
Analyze data & complete plan using results
Launch campaignAssess/measure
results
Apply learnings to next
campaign
Tip - If you can only do one thing…
• Curbside audits – tells you what your residents are doing (but not why and that’s a gap)
• Combined with as much pre and post dataalready being collected as well as walk-around observation qualitative data points as possible
Collecting Data
Step 5 – Analyze Data
Analyze data to reveal barriers to success
Wrong to rely on your gut instinct
Empirical and secondary – both are valid
Assess audience – who do you need to reach out to? (Are some segments recycling better than others? Focus attention where it is needed)
What does your audience know and not know
Look at previous campaigns – what indicators were there that you can use here? What worked, what didn’t
Gather as much data as you can…
Tip - If you can only do one thing….
Mine curbside/multi-unit audits and the other data collected from monitoring systems to look for problem areas that need to be addressed for example, are certain neighbourhoods better
or worse recyclers than others?
And, study resident demographics to understand the composition of your community, and
to look for insights into why neighbourhoods might be different
Step 6 – Define Your Audience
Not all residents are the same.
Study demographics and research information to divide your residents into segments For example, age matters, not everyone consumes information in
the same way
Primary – the people you want to take action Can be multi-layered: age, neighbourhood
Secondary – who else needs to be in the loop?
Who Do You Need to Talk To?
Primary Audience Segments
• Residents
• Single family householders
• Multi-unit Householders
• Householders with children under 18 at home
• Householders with no children under 18 at home
• Demographical distinctions: socio economic; education; ethnicity; language, plus age:
• Silents,
• Boomers,
• GenXers,
• Millennials
Need these groups to take action
Secondary audiencesInternal & external individuals, groups, organizations that need to know or can help you influence campaign outcomes
• Schools & school clubs
• Youth groups
• Ratepayers
• M-U property owners, managers & supervisors
• Cultural organizations
• Media (print & electronic)
• Community environmental leaders & NGOs
• Mayor, CAO, council, senior managers
• Advisory groups
• Business improvement groups
Tip - If you can only do 1 thing…
Think sequentially
Decide on 1 or 2 segments that willrealize results….choose 1 this year
Do your homework
Target them relentlessly
Once you have them on board, expand to the next segment
Step 7 – Key Messages
Keep messages brief
Include a call to action – tell them what you want them to do
Use a hook that the audience will remember and react positively to
Answer “why” and “how”
Avoid jargon and acronyms
Use active verbs
Direct them to where they can get additional information
What words & images work best?
Step 8 – Develop Creative Approach & Implementation PlanUse word/image combination to increase recall and
comprehension
Develop creative that resonates with the segmented audience
Follow the 5 – 8 second rule
Ensure your brand is clear and consistent (not just logo: colours, type face, graphic look and style, too)
Test the creative approach with audience before campaign launch; adjust as necessary
https://www.plastics.ca/ResourcesAndEducation/ImageBankHome
Free Resource:Canadian Plastics Industry Association Image Bank
This is an example of a communication piece that grabs and holds
attention in 5 to 8 seconds
Tip - If you can do only 1 thing…
Write a brief message for a single theme campaign
Have a graphic designer develop it for all mediums – print, billboards, website, digital ads and social media posts
Step 9 – Communication Tactics
3 Broad Categories-•Paid•Earned•Owned
Your campaign outreach strategy will have to be broader than it has in past years to cater to both younger and older demographics.
Paid MediaEverything you would pay for (hard costs)
Print:• Newspapers (+CNA, OCNA)• Magazines• Direct mail • Brochures, flyers, postcards, collection schedules
Electronic:• Radio, television, cable• Social – Google, FB ads
Outdoor:• Billboards, transit shelters, rolling stock
Earned Media
Anything that can raise profile through media (softcosts as they require time and effort)
• News releases – traditional and social media
• Feature stories
• Opinion (submitted)
• Letters to the editor
• Photo opportunities
• Public Service Announcements (PSAs)
• Interviews
• Online blog
Owned Media
• Social media
• Websites (regular and vanity*)
• E-newsletters
• Customer Service Representatives
• Website and social media analytics
• Blogs
*memorable URL
Tip - If you can only do 1 thing…
Go Social…
Digital outreach
Earned media
Social media
Website
Website widgets and apps
Step 10 - Evaluate
At campaign end, replicate the metrics measurements and compare
Will generate credible qualitative and quantitative data
Use the data as the benchmark for the next campaign and strive for continuous improvement
Measure your plan intelligence quotient
Step 11 - Start again
Dive into the next planning exercise
Avoid falling back into old habits and routines
Takes repetition to establish new behaviour
Don’t fall back into the mud of routine thinking and same-stale activities with no measurement mechanisms.
Next webinar – Wednesday, Dec. 14
John MacDonald
Territory Sales Manager
T: 1.855.343.3363 ext.119
Barbara McConnell, [email protected]
Julie [email protected]
Content copyright Barbara McConnell, McConnell Weaver Strategic Communication,s 2016