can bite sized outreach improve food waste diversion?
TRANSCRIPT
Who We Are
Our Clients
Our Team
CRRA 2014
Can Bite-Sized Outreach
Improve Food Waste
Diversion?
Time to Play!
Rules• There are 2 contestants
• Each contestant has three bins: one red, one blue
and one green.
• Each contestant has a bag of objects. They may not
open the bag until the game has started.
• Each contestant has a set of instructions to follow
that will help them sort the objects into the correct
bins.
• They will have 30 seconds to read the instructions
and complete this task.
Norcal SocalPlace all yellow spheres into the
green bin.
BLUE BIN
PUT THE FOLLOWING IN THE
BLUE BIN:
- red cylinder
- green half cube/square
- blue cube, unless it is twice the
size of a green square or larger
DO NOT PUT THE FOLLOWING
IN THE BLUE BIN:
- blue triangle
- yellow ball
RED BIN
IN THE RED BIN:
- yellow cone
- green hexagon
- red pyramid
- blue cube if twice the size of a
green square or larger
DO NOT PUT THE FOLLOWING
IN THE RED BIN:
- blue half-sphere
- green square
PUT THE FOLLOWING IN THE
GREEN BIN:
- yellow ball
- green cone
- blue triangle
- blue half sphere unless half the
size or less of a yellow sphere. If
less than or equal to ½ the size
of a yellow sphere, place in blue
bin.
DO NOT PUT THE FOLLOWING
IN THE GREEN BIN:
- red pyramid
- blue cube
- green square
Tally Time!
Thanks for Playing
Can Bite-Sized
Outreach
Improve
Food Waste
Diversion?
CRRA 2014
Too Many Messages
What do you do?
How about now?
More is not More
Cognitive Load: Limits!
Our Brains Have a Limit
“Chunking” Information
“Chunking” Information
4153428405
“Chunking” Information
415–342–8405
Italian Recycling Guide
U.S. Recycling Guide
Does that look familiar?
SocalBLUE BIN
PUT THE FOLLOWING IN THE BLUE BIN:
red cylinder
green half cube/square
DO NOT PUT THE FOLLOWING IN THE BLUE BIN:
blue triangle
blue cube, unless it is twice the
size of a green square or larger
yellow ball
RED BIN
PUT THE FOLLOWING IN THE RED BIN:
yellow cone
green hexagon
red pyramid
blue cube if twice the size of a green square or larger
DO NOT PUT THE FOLLOWING IN THE RED BIN:
blue half-sphere
green square
GREEN BIN
PUT THE FOLLOWING IN THE GREEN BIN:
yellow ball
green cone
blue triangle
blue half sphere unless half the size or less of a yellow
sphere. If less than or equal to ½ the size of a yellow
sphere, place in blue bin.
DO NOT PUT THE FOLLOWING IN THE GREEN BIN:
red pyramid
blue cube
green square
TMI
adoption curve behavior change best practices
branding climate change competition compostconferences contamination contest is good for design
diffusion of innovation diversion divestment digital
marketing earth day experience energy efficiency the
environment events food scrap garbage global
government green innovation MRF organics
outreach policy poll recycling research social
marketing social media strategy survey tactics visual
waste waste terms website zero waste
From TMI to Simplify
the environment
behavior change
is good for
The Case for Bite Sized
Livermore, CA
Livermore, CA
Livermore, CA
Livermore, CA
Livermore, CA
Food Scraps
Spot Checks
Pizza Boxes
Recycling
Compost
s
Survey
The Campaign
Multi-Touch Campaign
OLIVIA
LIVERMORE
Direct Mail
Online Ads
Print Ads
Bill Insert
PostersSocial Media
Movie Theaters
Print Ad
Pizza Box Stickers
Pre-Campaign Baseline
Creative: Show, don’t tell
Video
Add video here,
after file is final.
Create a connection
Webpage
Free Pizza Giveaway
Target behavior
acknowledgement.
Email Opt-in
Grand Prize Giveaway
Hauler Partnership
Direct Mail
Cart Tags
Cart Tags
Pizzeria Partnerships
Pizza Box Stickers
Online Tactics
Social Media
Social Media
Social Media
Measurable Results
Pizza Box Video Views
Pizza Box Video Views
4,800
Website Visits
Website Visits
3,063
Free Pizza Giveaway Entries
Free Pizza Giveaway Entries
575
E-mail Opt-ins
376
Digital Results
Channel Impressions Clicks Cost CostPerClickGoogleDisplay 647,259 1,741 $1,106 $0.66
GoogleVideo 24,605 139 $416 $3.01FacebookAds 20,146 70 $45 $0.64
GoogleSearch 3,891 158 $248 $1.57TOTAL 695,901 2,108 $1,815 $0.86
Spot Checks
Spot Checks
43%
Follow-up Survey
Follow-up Survey
Survey: Confidence Level
Pizza Box in the Green Cart: Pizza Box in the Blue Cart:
Lessons Learned
Less is More
A Multi-Touch Approach
OLIVIA
LIVERMORE
Direct Mail
Online Ads
Print Ads
Bill Insert
PostersSocial Media
Movie Theaters
Print Ad
Pizza Box Stickers
Offline & Online
Be Persistent
Partnerships
Unexpected Results
Which had more clicks?
Which had more clicks?
Inspired Engagement
What’s Next?
Bite-Sized Can Be Big
Questions?
www.gigantic-idea.com
Stay Updated
www.gigantic-
idea.com/blog
