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Empowering Diversion at the Curb with Incentives, Education and Ease
THREE SIMPLE STEPS
2
WASTE FOCUSED EDUCATION
Here’s a quick look at how Recyclebank works. 1
EARN POINTS 2 REWARDS &
INCENTIVES 3
© 2016 Recyclebank 3
CLOSING THE PARTICIPATION GAP 82% of Americans said they want to
lead cleaner lives, but only 16% follow through every day. To close the gap, we must reach and inspire the remaining 66%.
Source: “Mainstream Green” by Graceann Bennett & Freya Williams, Ogilvy Earth, 2011.
4
Lowest attitudes & behaviors
Moderate to high attitude & behavior
Moderate attitude & behavior
Behavior increasing
Highest attitudes & behaviors
Unmoved by environmental issues & alarm
Not highly concerned but still taking small steps
Aware, concerned, taking steps
Raising awareness around
environmental issues
Environment is passionate
concern
28% 19% 25% 15% 13%
Source: BBMG Conscious Consumer Report: Redefining Value in a New Economy (2009), Yankelovich
Fogg Behavior Change Model
Proprietary & Confidential. © 2015 Recyclebank 5
Ability Motivation Trigger
Working in Tandem
Source: BJ Fogg.com
THE 3 PILLARS OF OUR PROGRAM
© 2016 Recyclebank 6
EDUCATE (ability)
INCENT (motivation)
REACH (triggers)
Consumer friendly Rewards & Recognition
Multi-channel platform
300,599 Current Likes
on Facebook © 2016 Recyclebank 7
ONLINE MEDIA
SOCIAL MEDIA
PRINT/OUTDOOR
MOBILE
LOCAL REWARDS
COMMUNITY EVENTS
COMMUNITY AMBASSADORS
A MULTICHANNEL APPROACH We adapt, augment and amplify our partners’ waste diversion campaigns and messages with unprecedented reach online, offline and in the community.
9.8+ MILLION Monthly Page Views
in Q4 2015
31% OPEN RATE For 45.9 Million
Emails Sent In 2015
Triggers Creating a sense of urgency around waste behavior with real-time information
Proprietary & Confidential. © 2015 Recyclebank 8
INTERACTIVE CURRICULUM
9
CURATED FEATURE STORIES
Make learning fun and easy-to-understand
WASTE RELATED CONTENT
© 2015 Recyclebank
© 2016 Recyclebank 10
Local Businesses & Services
MOTIVATING RESIDENTS WITH DIVERSE INCENTIVES What inspires individuals varies from one resident to the next. That’s why we offer a dynamic and relevant mix of rewards, challenges and donation opportunities.
Rewarding Volunteers
Neighborhood Contests Points for Drop Off Participation
MANY WAYS TO MOTIVATE & RECOGNIZE .
. © 2015 Recyclebank 11
Points For Recycling
Points For Education Challenges Tracking Impact
Badges Product
Discounts Socialization Rewards
© 2016 Recyclebank 13
Hunting Park’s diversion and participation rates fell well below citywide averages. Through testing and learning, we were able to increase awareness and overall diversion.
ENGAGING LOW-PERFORMING NEIGHBORHOODS
22.4
24.5
20.0
21.0
22.0
23.0
24.0
25.0
March 2012 March 2013
Recycling Tons
183
173
165
170
175
180
185
March 2012 March 2013
Trash Tons
© 2016 Recyclebank 14
IMMEDIATE IMPACT Through our 3-month effort on the ground and in the community, we were able to
lift recycling rates by 2 tons and decrease trash by 10 tons year-over-year.
2 TON INCREASE
10 TON DECREASE
CORPUS CHRISTI CONTAMINATION CAMPAIGN
Campaign Snapshot
Challenge Corpus Christi was experiencing contamination rates of as much as 20%
Solution Recyclebank designed and executed a bilingual, multi-channel campaign on recycling right
Results 43% decrease in contamination over 12 month period
The campaign included: • Offline components including
signage, posters, standing banners at community events, municipal locations, direct mail and more
• Digital components (social media ads and media buys)
• Online member assets including contamination quiz, digital display ad, and geo-targeted email to reinforce contamination avoidance tips.
PHILADELPHIA ENGAGEMENT CAMPAIGN
Campaign Snapshot
Challenge Philadelphia wanted to continue driving overall engagement and education through the program.
Solution Developed an integrated marketing strategy with custom creative, messaging and incentives for Philadelphia.
Results 30% increase in logins January through July 2015
Results
Bonus Point Emails
