Leon County Recycling Campaign “Recycle.Reward.Repeat.”

Table of Contents Public Relations Plan

Slogan & Logo

Print Advertisements

Billboard

Radio Commercial

Television Commercial

Events

Traditional Press Release

Social Media Release

Social Media Platforms

Website

Smartphone App

Budget

Timeline

Evaluation

Contacts

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Public Relations Plan

Situation Florida Legislature mandated Leon County to increase recycling from 28% to 45% by December 31, 2012.

Objectives To increase Leon County recycling from 28% to 45%, among women between the ages of 18-44 by December 31, 2012.

Audience Leon County women, primarily mothers, between the ages of 18-49.

Message “When you recycle, you will be rewarded.”

Leon County SWOT Analysis Strengths Authority and power to regulate and implement laws, fines, etc. Has an established partnership with Waste Management. Can capitalize on relationships with different county agencies. Capacity to educate and inform the populations at large through a variety of mediums.

Weaknesses Limited budget for campaign. Landfill does not generate adequate revenue. Mandate is weak in terms of enforcement. County has questionable reputation among denizens. Migrant college population, a large segment of the county, is expensive to reach.

Opportunities Affluent community concerned with legislative mandate.

Threats Possible cuts in funding in the new fiscal year. Community leaders might not understand the benefits of the Recyclebank partnership and therefore might not adopt it.

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Strategies 1. Induce behavior change: increase recycling among women ages 18-49 by offering incentives. 2. Increase awareness of awards program, Recyclebank, among target audience. 3. Promote buzz of the program among women and their networks. Tactics

Partner with national rewards-for-recycling program, Recyclebank

Print ads

Billboards

Radio commercials

Television commercials

Events

Traditional and Social Media Releases

Website

Smartphone App

Social Media

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Slogan & Logo

This slogan and logo drive the campaign’s message home with the target audience. The slogan is, “Recycle. Reward. Repeat,” and together with the complementary icons, the slogan becomes part of the overall logo. This graphic was designed with the target audience in mind. It is fresh, vibrant and modern. Recycle is the desired behavior, reward is the incentive to achieve and the desired behavior, and repeat has a dual meaning: the participants repeat their behavior and continue to recycle and the participants repeat the good news in their sphere of influence.

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Print AdvertisementsP

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LeonRecycles.org

Recyle. Reward. Repeat. It’s that easy to turn your

recycling into rewards. Join Leon County and

Recyclebank as they team up to give you points for each

piece of trash you recycle. Redeem those points for gift

cards and discounts at thousands of your favorite

national, local and online retailers. To get started visit:

This print ad incorporates the logo and slogan, for consistency, as well as an eye-catching graphic. It furthers the fresh, vibrant and modern theme. The plastic soda bottle is plastered with the names of companies carefully selected to appeal to the target audience, showing them they can turn their recycling into rewards. The copy on this ad further explains the program. It features a call to action for residents to visit the website for more information and to get answers to their more complex questions.

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The billboard is simple and features the logo and slogan, along with the same call to action to visit the website. The County’s relationship with Recyclebank cannot be fully explained on a billboard. Thus, the billboard will serve as a means to inform the audience of the campaign’s message and urge them with a call to action to visit the website to get a more complete understanding of the program.

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Radio Commercial

Title: “Recycle.Reward.Repeat.”Client: Leon CountyLength: 0:60 secondsAir Dates: August 2011 - September 2011

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SFX: Night noises, crickets, recycling bottles rattling

SFX: Car driving by

SFX: Bottles clanging

SFX: Dump truck backing up, seagulls

SFX: Cash register noise, barcode scanner, kid’s toy

SFX: Woman voice: Hooray!

Can (whispers):Psst, hey Bottle, are you still awake?

Bottle (excited):Yeah, I’m so excited for my big day tomorrow, I

can’t sleep! What’s up, Can?

Can:Wait, what are you doing tomorrow?

Bottle:You know, it’s pick-up day!

Can:Yeah! I heard the landfill is a really great place to

go!

Bottle:I’m not going to the landfill. I’m in the recycle bin.

Can:You’re missing out. I’m going to be hanging out in the landfill with my buds for the next 500 years!

Bottle:Doing nothing...?

Can:Yeah, what are you doing?

Bottle:Well, I’m helping the Jones family earn rewards

that they can turn into gift cards for the grocery store, for toys and a bunch of other stuff. And, I can get made into a school lunch tray, a designer

diaper bag or maybe even a swing set!

Can: You can do all that just by being in the recycle

bin?

The radio ad is creative and shares the campaign’s message in a lighthearted way. Unlike lecturing listeners to recycle, the ad celebrates the reward aspect of our campaign. It focuses on how the listener’s recycling efforts will be rewarded.

Music fades out

Bottle:Yeah, through Leon County’s recycle program.

Announcer:To start turning your recycling into rewards and to

learn more about the Recycle Reward Repeat program, visit: W-W-W, dot, Leon recycles, dot

org.

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Television Commercial Storyboard10Te

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(Music begins)

...it can come back to haunt you...

Narrator: When you throw trash away...

...again...

...and again.

And when you consider recycling your trash, it can come back too--but as rewards.

Rewards for your family...

...and rewards for you.

Through Leon County’s recycling partnership with Recyclebank.

And you can repeat that to everyone you know.

Just remember: Recycle, Reward, Repeat.

Visit Leon recycles dot org to find out how you can turn your recycling into rewards.

(Music fades out)

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Events

Cans for Cash-CITY RECYCLING CHALLENGE

The city of Tallahassee will take part in the November 2011 national recycling challenge, “Cans for Cans,” for the sixth consecutive year. In return for aluminum can collections, weighed at the event, contributors will be paid in cash at a per pound rate. The recycling collection challenge will take place from October to November. In addition to receiving cash for their recycling, Recyclebank users will be able to add points to their accounts.

Event Details Objective: To raise awareness and recycling rates over the duration of the competition. Also, continue to get moms and families involved in recycling and utilizing their Recyclebank memberships. Location: local venue TBA Date: November 19, 2011 Time: 9 a.m. to 2 p.m. Vendors: Coca-Cola, serving canned refreshments, other vendors TBA

Earth Day Festival

The purpose of this event is to continue promoting the Recycle.Reward.Repeat campaign in Leon County. The event will take place Earth Day, Sunday, April 22, 2012 in Tom Brown Park. It will feature local musicians, vendors and performers. The event will also include a variety of family-friendly activities and games in a “spring festival” type environment. Leon County Recycling staff members will have a featured booth to answer questions and give expert advice and tips about recycling and the Recyclebank program. Their booth will also have computers set up, so residents who have not signed up for Recyclebank will have a chance to register. The event will culminate by announcing the winner of a monthlong recycling contest, where the household that has earned the most Recyclebank points in the county will be awarded $1,000.

Event Details Objective: To dramatically raise the percent of recycling during the month leading up to the competition. Location: Tom Brown Park Date: Earth Day 2012, April 2012 Time: 11 a.m. - 4 p.m. Vendors: TBA Entertainment: Local musicians, carnival-style games and field games

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Traditional Press Release13

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News Release

FOR IMMEDIATE RELEASE CONTACT:September 1, 2011 Brazen PR 888-888-8888

Leon County residents get ‘paid’ to recycle

TALLAHASSEE, Fla. -- Leon County is partnering with national rewards-for-recycling

program Recyclebank to “pay” Leon County residents for recycling their garbage. Participants are

“paid” in Recyclebank points, which they can begin accumulating September 1, 2011. The points can

be redeemed for gift cards to over 3,000 national, local and online retailers like Target, McDonald’s and

Best Buy.

An additional benefit is that participating residents no longer have to sort their recyclables into

paper, glass and plastic. Special bins use new technology to weigh all recycling when it is collected.

The weights is translated into Recyclebank points, which can be redeemed for gift cards, discounts and

special offers from thousands of retailers.

The incentive program has proven to be a powerful initiative to increase recycling in

participating communities, especially in nearby Hollywood, Florida.

“I am so pleased to report the City of Hollywood’s recycling rewards program [Recyclebank]

has helped increase recycling in our city by more than 130% since February 2010,” says Holly Mayor

Peter Bober.

To become a participating member, residents must sign up to receive a complimentary special

bin, incorporated with the measuring technology. This process can be completed at LeonRecycles.org.

“We hope that this program will give county residents that extra incentive to help preserve our

environment for future generations,” says Ken Morris, Director of Legislative Affairs & Economic

Development in Leon County.

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Social Media Release

The media releases will inform journalists about the mechanics of the Recyclebank partnership and our pitch angle will be examples of the abundant success experienced by other communities partnered with Recyclebank. It will be pitched traditionally as well as in social media form, via PitchEngine.com. 6

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Social Media Platforms

This campaign will include Facebook and Twitter accounts, which will be used to reach the target audience online. Both pages will be updated frequently and will post followers and fun facts, allowing followers and fans to interact with Leon County Recycling and build a community.

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Frequent interactions are the key to connecting with Leon County moms via the Tallahassee MomsLikeMe social online community (Tallahassee.momslikeme.com). The website is a place where Leon County moms come to talk about all things “mom,” share advice, experience and reviews, as well as learn about the newest programs and events in the area. The weekly blogger, under the name “LeonCountyRecycling,” will reach out to moms and talk about a range of issues, participating in a multitude of different discussion forums. This will show that Leon County Recycling is engaged with the community and wants to understand what interest moms in the area. Additionally, this will give Leon County Recycling and Brazen PR invaluable information and insight straight from the target audience throughout the duration of the campaign.

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Website

It is imperative to have an online home base for this campaign due to the vast amount of information to be shared about the Recyclebank program. The majority of the target audience is tech-savvy with access to the internet. Through the creation of a link on the County’s existing website that leads to its own dedicated website, women can sign up for the program, learn how to redeem their points and find helpful tips about what can and can’t be recycled. The site is intuitive and simple to navigate, with clean and fresh graphics consistent with the theme of the campaign.6

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Send Message

Your Message...

Choose Subject...

Your Name...

Your Email Address...

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Smartphone App

The smartphone app is another rising component of web-based media. Studies from the research firm Neilson depicted that by the end of 2011, one in two Americans will have a smartphone. Due to this quick and powerful trend, the Brazen campaign includes a fully functional smartphone app that serves the recycling participants’ foremost interests: the app will connect to the Leon County webpage, connect to the Recyclebank webpage, detail exactly what can and cannot be recycled, show where uses can go to sign up for the program, see their points and learn about retailers that accept their points.

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Proposed Budget

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Medium Notes Run Time Price Total

Billboard 1 6 Months $1,500 $9,000

Billboard 2 6 Months $800 $4,800

Billboard 3 6 Months $1,500 $9,000

Tallahassee Democrat

1 Year $50 $600

Tallahassee Woman Magazine

1 Year $1,750 $10,590

Tallahassee Moms Like Me

1 Year $700 $8,400

Tallahassee Magazine

1/2 page ad 8 Months $1,475 $5,900

Tallahassee Home & Design

1/3 page ad 6 Months $880 $2,640

Television Commercial

2 Months $2,847 $5,694

Radio Commercial

1 Month $40/Spot $1,920

Timeline June 2011 Start partnership with Recyclebank Distribute Press Release and Social Media Release Introduce recycle program to community Launch website

July 2011

August 2011 Launch social media platforms Launch smartphone application Begin billboard Begin print advertisements Begin airing television and radio commercial

September 2011 First rewarded pick-up

October 2011 Kick off Cans for Cash contest November 2011 Cans for Cash event Earth Day Festival planning begins

December 2011 Program Evaluation

January 2012 Distribute Press Release and Social Media Release announcing advances found in December data from program evaluation

February 2012 Complete Earth Day Festival planning

March 2012 Earth Day Festival challenge begins

April 2012 Earth Day Festival

May 2012

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June 2012 Program Evaluation

July 2012 Distribute Press Release and Social Media Release announcing advances found in June data from program evaluation August 2012 Distribute press release and social media release celebrating progress of campaign one year after the initiation of the Recyclebank program

September 2012

October 2012 Kick off Cans for Cash contest

November 2012 Cans for Cash event

December 2012 Program Evaluation Reach recycling goal of 45%

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Suggested Evaluation Methods

Evaluating the Recycle.Reward.Repeat program on a continual basis through a Communication Effectiveness Study (CES) will confirm the campaign objectives are met. A CES ensures the correct message strategies are influencing the appropriate target audience through the correct media throughout the duration of the campaign.

Monitor website traffic using Google Analytics. Google Analytics provides subscribers with rich insights into website traffic and communication effectiveness. The tool displays site usage, content overview, visitor overview, traffic source overview and a world map of user locations. It shows how online uses find the site: through search engines, ads, email, blogs, referrals and affiliates. Knowing the characteristic of the website user can provide valuable insights into the campaign’s effectiveness in reaching the target audience.

Survey target audience every three months to gauge awareness on campaign. Include a questionnaire in customer utility bills every three months, surveying their attitudes, habits and behavior changes pertaining to recycling and the Recyclebank partnership. For online utility bill (e-bill) customers, include a link to a digital version of the questionnaire on Qualtrics.

Compare Recyclebank and Waste Management data every six months. Schedule data analysis December 2011, June 2012 and December 2012 to measure recycling participation levels since the onset of the campaign.

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Contacts

Ken MorrisDirector of Legislative Affairs and Economic Development

301 S. Monroe StreetTallahassee, FL 32301

MorrisK@leoncountyfl.gov(850) 606-5300

Carole GentryLeon County Community Education Coordinator

7550 Apalachee ParkwayGentryC@leoncountyfl.gov

(850) 606-1827

Jeremiah SmithRecyclebank Sales Director, Southeast

95 Morton StreetNew York, NY 10014

Smith@recyclebank.com(828) 713-0107

Serena MoyleSite Master, tallahassee.momslikeme.comEditor, Tallahassee MomsLikeMe Magazine

SMoyle@tallahassee.com(850) 408-3979

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PRINCIPALS

Nicole Beck Cybill Cempron

Kati Hyer Sabrina Shields