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Presentation conference
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
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
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
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. 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. 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. 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
20. 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.