Psychology of Recycling: Branding Your Districtor Facility to Increase Participation

PSYCHOLOGY OF RECYCLERS

Branding Your Facility While Getting Your Message Seen,

Heard & Understood:A Case Study of a Successful

Campaign

PSYCHOLOGY OF RECYCLERS

PSYCHOLOGY OF RECYCLERS

PSYCHOLOGY OF RECYCLERS

PSYCHOLOGY OF RECYCLERS

PSYCHOLOGY OF RECYCLERS

“Fowl Water” PSA(Windows Media File)

PSYCHOLOGY OF RECYCLERSPrint Ad Campaign2c x 6” BW (1)4 ads

Benton County Daily Record

NWA Times

Rogers Morning News

Springdale Morning News

June 26, 2014

Budget: $ 397.00

Metrics: 85,000 Impressions

(Total Circulation : 37,000

2.2 readers per paper.)

nwaonline.com

PSYCHOLOGY OF RECYCLERSOnline MediaBANNER ADnwaonline.com Home Page1 week (4X)JUNE 22-28, 2014 Budget: $ 110.00Metrics: 10,000 Impressions*Source: nwaonline.com

Movie Theatres1 PSA @ 2 Theatres (28 screens) JUNE 20-OCT. 9, 2014 (16 weeks)Budget: $4 080.00Metrics: 89,600 Impressions*Source: Screenvision 1000 per week per screen/BWD uses 20%of that number

PSYCHOLOGY OF RECYCLERSBeaver Water District Quack Ad Campaign Media

Television & Cable:JUNE 23-JULY 30, 2014Budget: $ 5,140.00

Metrics: 150,000 Impressions

*Source: BWD estimate based on previous campaigns

KNWA – 2 PSAs rotated50 spots ran during news, prime time & throughout the rest of the viewing day

10 of those were sponsored

KHOG – 2 PSAs rotated42 spots ran during news, prime time &

throughout the rest of the viewing day

18 of those were sponsored

COX – 2 PSAs rotated289 spots ran during news, prime time &

throughout the rest of the viewing day

Nonprofit discount

“Don’t’ Feed Ducks” PSA (QuickTime Movie)

PSYCHOLOGY OF RECYCLERSRadio:JUNE 23-JULY 30, 2014

Budget: $ 1,997.00

Metrics: 117,500 listeners

*Source: Cumulus based on 23,500/week per Nielsen ratings

KAMO Nash FM 94.3(Cumulus Radio) – 2 PSAs rotated107 spots throughout the listening day

Half of those were sponsored

KIX 104/MIX 101 (Clear Channel) – 2 PSAs rotated

118 spots throughout the listening day

Heavily discounted to about 8.50 per spot

PSYCHOLOGY OF RECYCLERSWebsite Budget: $550.00

36 NEW Visitors to website went directly to this webpage (of 1199).

Overall, new visitors to the website picked up from 70% in June to 71% in July. Source: Google analytics

PSYCHOLOGY OF RECYCLERS

FACEBOOKPost:

July 30, 2014 Metric: 95 PeopleReached

PSYCHOLOGY OF RECYCLERS

TWITTER!Subject: AWRC (@AWRC_UARK) retweeted one of your Tweets!BeaverWater District, Your Tweet got retweeted! BeaverWater District @bwdh2o Quack! Give Beaver Lake a break! Quack! bwdh2o.org/give-beaver-la… @bwdh2o #beaverlake #nwark 03:26 PM - 29 Jul 14

METRIC:Retweeted by AWRC @AWRC_UARK To 42 followers.

PSYCHOLOGY OF RECYCLERS• I saw the ad a few days ago. It is cute!• Amy, I wanted to tell you that I think the rubber duck

ads on the big screen at the movie theater are great and I have actually had people mention them so they must really make an impression.

• This is great!• Nice job!! Thanks for sharing. I went to your website

and was looking at your video gallery. Great stuff!! Do you do the videos in-house or do you contract them out?

• I like it!!!• too cute - love it!!! :)• I love it! g• Well done! Very clever to keep it light and kid-friendly

(without actually saying “poo”).• Thanks for the hearty chuckle I had when I read the bit

about the bread flying back into the peoples' hands. Very clever! Here's hoping your campaign will help folks treat the lake with more respect.

• Cool idea! Quack J

Last week my family saw it on your website. It was after I had received a PSA via email. We enjoyed them, thought they were well put together. My wife will be sharing them with her 3rd grade class when school starts back up. JT

PSYCHOLOGY OF RECYCLERS

August 16, 2014Budget: $ 1400.00Metrics: 700 people attended Secchi Day

Approximately 250 visited the QUACK table. They took 250 rubber ducks, 135 stickers & 50 magnets. More than half of this branded product remains to be used for future promotions.

PSYCHOLOGY OF RECYCLERS

• 080714 NWA Celebrates Secchi Day Article, thecitywire.com• 081014 Radio Secchi Day Coming Up and Drinking Water Value

Interview, z957fm.com with Papa Rap• 081314 Secchi Day ENews, the Social, thecitywire.com, Social• 081514 Secchi Day, Social Media Twitter, Dan Skoff@weatherdan,

KNWA/Fox 24• 081614 TV Secchi Day News Interview, KNWA/Fox24,

nwahomepage.com• 081714 Secchi Day Gives Water-Clarity Snapshot Newspaper

Article, nwaonline.com

PSYCHOLOGY OF RECYCLERS

Conclusions

• Articles generated in media presented positive view of District and enhanced District’s reputation

• Campaign is continuing with free airing of PSAs in radio and on tv and cable

• Enhanced relationships with media representatives and outlets• Increased public knowledge of right actions and how bacteria

contaminates the lake, our drinking water.

452,523: Total Reach of Campaign Estimate … June 20-Oct. 9, 2014

PSYCHOLOGY OF RECYCLERS

So What Are Your Challenges?Would someone like to volunteer and share with us a topic or message you are trying to turn into a campaign to share with the public?

Pick me!!