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Marissa Segundo, APR, LEED GA
Recycling Coordinator, City of Largo
www.LargoingGreen.com
Lights...Camera...Recycle!
Utiliz...
http://wm.wtsp.gannett.edgestreams.net/studio10/201205/15/recycle.wmv
St. PetersburgSt. Petersburg
TampaTampa
CITRUS
HERNA...
WHY MEDIA?

Reach a large number of constituents

Position your organization as experts in the
industry

Maintain recyc...
…Weeeell, kinda
WHY MEDIA?WHY MEDIA?
Where to begin?
1. Assess Current Resources
2. Set Measurable Goals
3. Make a Plan that Aligns with Goals
4. Maximize Medi...
Assess Current Resources
Time?
Creative Support?
Support Staff?
Research?
Technology?
Spokesperson?
Media Training?
Manage...
Setting Goals
Who is the Key Audience?
Consider:
Demographics, Opinions, Attitudes,Beliefs, & Values
Be specific:
Male Lar...
Setting Goals
Overall Goals:

To increase recycling rates by engaging Largo
senior residents to get involved with recycli...
Objectives:
Increase web traffic by 20% by Largo residents by
Fall 2012.
Increase recycling bin requests by 15% in 33779,
...
Planning
Monthly/Quarterly/Yearly Calendars:
Recycling Promotional Plan
January
Theme: It's a New Year Volunteer
Target: H...
Which
Media
are
Most
Successful?
Resources
Planning
Medium Method to
reach goals
Target
Audience
Anticipated
Outcome
Final Outcome Follow up
TV: Bay
News 9,
Everyday...
Measurement Methods:
Mail/Email/Social Media Surveys
Container requests
Tonnage increase
Interviews
EcoFest
http://www.youtube.com/watch?v=Funn_VMVVwI
http://www.youtube.com/watch?feature=player_embedded&v=rPU5P9aswWU#!http://www.youtube.com/watch?feature=player_embedded&v...
Marissa Segundo, APR, LEED GA
Recycling Coordinator, City of Largo
(727) 586-7424
msegundo@Largo.com
_www.LargoingGreen.com
Presentation conference
Presentation conference
Presentation conference
Presentation conference
Presentation conference
Presentation conference
Presentation conference
Presentation conference
Presentation conference
Presentation conference
Presentation conference
Presentation conference
Presentation conference
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Presentation conference

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Lights, Camera, Recycle Using traditional media and social media to promote your recycling program.

Publié dans : Environnement
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Presentation conference

  1. 1. Marissa Segundo, APR, LEED GA Recycling Coordinator, City of Largo www.LargoingGreen.com Lights...Camera...Recycle! Utilizing Media & More to Promote Your Recycling Program
  2. 2. http://wm.wtsp.gannett.edgestreams.net/studio10/201205/15/recycle.wmv St. PetersburgSt. Petersburg TampaTampa CITRUS HERNANDO PASCO HILLSBOROUGH POLK HARDEE HIGHLANDS SARASOTA MANATEEPINELLAS Tampa-St. Petersburg (Sarasota) #1 DMA in Florida #2 DMA in the SouthEast #14 DMA in the U.S. DMA 1,805,810 Metro 1,379,100 No. of TV Households
  3. 3. WHY MEDIA?  Reach a large number of constituents  Position your organization as experts in the industry  Maintain recycling at the forefront their minds  Emphasize that recycling education is a priority
  4. 4. …Weeeell, kinda WHY MEDIA?WHY MEDIA?
  5. 5. Where to begin? 1. Assess Current Resources 2. Set Measurable Goals 3. Make a Plan that Aligns with Goals 4. Maximize Media Opportunities 5. Analyze Results
  6. 6. Assess Current Resources Time? Creative Support? Support Staff? Research? Technology? Spokesperson? Media Training? Management Support? Communication Plan?
  7. 7. Setting Goals Who is the Key Audience? Consider: Demographics, Opinions, Attitudes,Beliefs, & Values Be specific: Male Largo residents 65-75 years old without recycling containers
  8. 8. Setting Goals Overall Goals:  To increase recycling rates by engaging Largo senior residents to get involved with recycling.  To increase visibility in the media regarding recycling-related issues and events  To enhance public perception and ultimately instilling pride in recycling
  9. 9. Objectives: Increase web traffic by 20% by Largo residents by Fall 2012. Increase recycling bin requests by 15% in 33779, 33756 and 33770 zip codes by Spring 2013 Increase residential set out rate by 15% in targeted neighborhoods by Summer 2013 Setting Goals
  10. 10. Planning Monthly/Quarterly/Yearly Calendars: Recycling Promotional Plan January Theme: It's a New Year Volunteer Target: High School Students (Junior/Seniors) TV: Green Team Member Interview- English/Spanish Print: Green Team Recruitment-Feature story on long time volunteer Radio: PSA focus volunteering-can include other city volunteer opportunities Social Media: Facebook posts from current volunteers re: why they are Green Team members E-mail: Green Team Recruitment-Feature story on long time volunteer
  11. 11. Which Media are Most Successful?
  12. 12. Resources
  13. 13. Planning Medium Method to reach goals Target Audience Anticipated Outcome Final Outcome Follow up TV: Bay News 9, Everyday Heroes Compelling story about a motivated recycler Senior at Largo High School High School Juniors/Seni ors Feature story to encourage highlight volunteer program and recruit more volunteers Feature story ran 5/05/2012-Increase in volunteer recruitment by 10% two-weeks following Posted story footage in e-mail/ Facebook/ Website Radio PSA: Volunteer Appreciation Month Radio interview with Recycling Coordinator and teen volunteer High School Juniors/Seni ors Parents of High School Juniors/Seni ors PSA interview should highlight volunteer program and recruit more volunteers. Promoting volunteer awareness month Pre-recorded PSA Interview ran 3/20/2012 -2% Increase in volunteer recruitment in week after broadcast Posted link to audio interview in e-mail/ Facebook/ Website Facebook Facebook Survey to promote past volunteer experiences High School Juniors/Seni ors Engage FB users and instill pride in past volunteer experience. Encouraging future volunteering. 54 survey participants. 5% increase in new volunteers Posted survey link to website and e-mail.
  14. 14. Measurement Methods: Mail/Email/Social Media Surveys Container requests Tonnage increase Interviews
  15. 15. EcoFest http://www.youtube.com/watch?v=Funn_VMVVwI
  16. 16. http://www.youtube.com/watch?feature=player_embedded&v=rPU5P9aswWU#!http://www.youtube.com/watch?feature=player_embedded&v=rPU5P9aswWU#!
  17. 17. Marissa Segundo, APR, LEED GA Recycling Coordinator, City of Largo (727) 586-7424 msegundo@Largo.com _www.LargoingGreen.com

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