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Communications for Waste and Recycling. About us Communication in modern waste management Impact of poor communication Techniques and deployment. Strategic. Communication planning Consultancy Research Monitoring Brand development. Tactical. Design Advertising Printing - PowerPoint PPT Presentation
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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