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