Promotional Strategies
Webinar Presentation
January 21, 2014
Webinar Agenda
•Coordinator Presentations:
•University of Maryland - Video Contest
•Oregon State University - Caught Green-Handed
•Virginia Tech - Caught Green Handed (Social Media
Focus)
•Saint Louis University - Green Game
• University of Ottawa - Waste Bucket Challenge
• Resources Available to Schools
• Strategy & Messaging Tips
Organizers
RecycleMania, Inc.
Partners
Sponsors
Green Game 2014
Chaifetz Recycling Refresh
$30,000 grant from the St. Louis-Jefferson Solid
Waste Management District
•
•
•
Facilities Services
Chaifetz
Center for Sustainability
Familiar SLU Blue
entrance containers
converted to
recycling
Concession signage to educate
patrons (designed by Marcom)
Concourse & Event Suites Bins
BigBelly Solar compactors
placed outside at each entrance
Over 14 tons of recycling has been diverted from landfills this fiscal year.
RecycleMania 2014
Planning Efforts
• 1 month of planning
Partnerships
• Facilities Services, Sodexo (food services),
Global Spectrum (arena operators), & Athletics
Promotion
• Press Release
• Radio Spots
• Digital Screens
• Having a good Basketball team!
RecycleMania 2014
Volunteers
• Student “Green Ambassadors”
• Collected recycling during pre-game, media
timeouts, half-time
• Staffing info table
Green Game (National Ranking)
• Diversion Rate: 21% (22nd/25)
• Per Capita: 0.15 Lbs (11th/29)
Total Fiscal Year 14
Lessons for next time
Organized tasks into “Start” “Stop” “Keep”
• Keep
• Announcement about the collection at each timeout
• Shoe Collection
• Pre-game training
• Bright Green Shirts
• Start
• Plan early! Set a date as early as possible
• Staff the dumpster or take the recycling directly to it
• Procurement Choices: T-Shirt & Food
• Stop
• Can do it without as many volunteers & giveaway items
2nd Annual
Green Game
2/28/15 @ 6pm
Connecting with SLUstainability
Like Us
GREENBILLIKEN
Get Caught Green-Handed:
Overview from Oregon State University
Andrea Norris, Marketing & Development Coordinator
OSU Materials Management
What Did It Look Like?
• “Green” acts: Mostly reusable
mugs, bottles or utensils
• Steps
•
•
•
•
Find people from a distance
“Catch” and explain
Offer prize
Ask to post their photo on Facebook
Who Done It?
• Timeline
• Jan: Started acquiring prizes
• Feb: Started scheduling people and locations
• March: Implemented over 1 week
• Organizations
• Organized by the student organization
responsible for most RecycleMania events and
marketing at OSU
• Worked with Dining and Athletics for some of
the prizes
• People-Power
• 5 “outings,” most w/ teams of 3 for ~2 hours
• Plus Eco-Reps in their halls
• Each outing led by different person
How’d We Spread the Word?
• Advertised along with other
RecycleMania events
• No other special advertising
• Kept locations and times a surprise
How’d We Do?
• Results
• Caught 77 people
• Generated a lot of Facebook buzz
• Album at http://tiny.cc/tefssx
• Volunteers loved it!
• Tips
• Recycling can be hard to “catch”
• No prizes? No problem.
For more information:
Andrea Norris
Andrea.Norris@oregonstate.edu
http://recycle.oregonstate.edu
Caught Green
Handed:
Selfie Competition
Emily Schosid
Campus Sustainability Planner
Virginia Tech
General Concept

Student interns equipped with buttons and cards
(previous slide) approach students using reusable
bottles/mugs

Take photo of student with bottle and button

Post to social media (Facebook)

Take advantage of “selfie culture” and get sustainability
as part of the story people are telling about themselves

Encourage students to submit water bottle selfies

Also post selfies to social media

All selfies entered into a raffle and winner chosen
at the end of the 2-week campaign.
Planning and Promotion

Start with selfies of sustainability staff and students

Post starter photos and rules to social media

Use table cards to promote selfie raffle with QR code to
FB page

Send student interns/volunteers around campus with
buttons and cards

Post photos to social media as they stream in

Watch your Facebook page BLOW UP
Costs/Staffing

200 buttons from RM Store ($100)

RM swag that was purchased with $75 store credit for
prizes

Certificates were designed and printed on card stock inhouse

Student interns who work for our office did most of the
leg-work
Resul
ts
RECYCLE THIS! VIDEO CONTEST 2014
PLANNING/PROMOTION/PARTNERSHIPS
• Initial planning meetings in December with RecycleMania Committee consist
of campus contacts including staff from Dining Services, Sustainability,
Resident Life, Greek Life, Student Affairs, and student leadership.
• UMD theme selected. Video contest concept and details agreed upon.
• Contest design due in January. Contest rules drafted and approved by Unive
• Prize decided upon by Facilities Management staff. Prize fulfillment arrange
with Dining Services ($500 in Terrapin Express points.)
• Promotion started in line with beginning of RecycleMania competition.
• Key promotion locations: posters in residence halls, table tops at dining hall
Stamp Student Union, screen savers at library.
• Communications: sustainability newsletter, social media, campus listservs, P
basketball games.
• Primary contacts: Andrew Muir, sustainability and Adrienne Small, recycling.
• Video contest winners also received four tickets to a men’s home basketball
During the game their winning entry was shown on the video screen.
• Playlist featuring all video submissions posted to the Terps Recycle YouTube
Case Study Q&A
University of Ottawa
Waste Bucket Challenge
Details
• Within 48 hours of being challenged, participants must
publicly accept or decline the challenge.
• Should participants decline the challenge, they will be
encouraged to make a $2 donation to the Office of Campus
Sustainability*
• The challenge must run for a minimum of one week to be
considered for a prize
• After completing the challenge, participants are strongly
encouraged to create and post their own videos
30-Sec Video Requirements
- State the length of time chosen for the challenge
- Show amount of waste produced
- Challenge at least one friend by name
- Use designated Hashtag
Sample Video:
https://www.youtube.com/watch?v=DbxGP3_1700&list=UUcJQpSPK9ngduoLFQPBExPw
Make It Your Own or Accept
the RecycleMania Challenge
• Replicate University of Ottawa’s activity on
your own campus – resource documents on
RM website
• Alec to challenge all RecycleMania Schools in
a Facebook video
• Respond using #RMWasteBucketChallenge
• Challenge an intern, well-known campus
figure, or a student group
Resources and Tips
Web Resources
•Planning checklist
•Rules details
•Promo strategy
•Download logo, files
•Featured schools
•Campus profile pages
•How to Register
•Customized results “widget”
www.recyclemania.org
Caught Green Handed
Planning Toolkits
o Step-by-step planning guide
o Poster template
o Sample email, blog & SM posts
www.recyclemania.org/CGH
ReGames
Planning Toolkits
o
o
o
o
o
Step-by-step planning guide
Suggested rules & guidelines
Digital Posters
Sample email, blog & SM posts
Sample press release
www.recyclemania.org/regames
Digital Files
Posters & Banners
RecycleMania Store
•Partner:
•RM-branded promo items for purchase
•Custom & off the shelf
•Order now to get items in early February
www.RecycleManiaStore.com
***Store Credit & Stipends are ***
“Sold Out” for 2015
New Category:
Student Engagement Competition
• Students post actions + “selfies”
o Text, Tweet, Mobile App
•
•
•
•
•
Leaderboard – schools w/ greatest participation
Use myActions platform to engage millenials
Overview webinar recording online
Deep dive webinars – January 26, Feb 2
Get details online:
New Category: Waste Less- Promote!
Tell Us Your Story – Case Study Competition
•
•
•
•
Plan Promo events, displays
Submit description + photos by March 27
Judges will select two winners
Recognition on RM & NWF websites
Promotional Strategy
What is your Goal(s)?
•Influence general recycling behavior
•Target new students
•Build Campus Support for new Zero Waste Plan
•Launch new collection system
•Build Admin support for Recycling program
Promotional Strategy
1. Define Target Area
•
•
Reinforce program goals
Strong Visibility
2. Assemble Team
•
•
•
Eco-clubs
Other depts.
Service providers
3. Determine Resources
Promotional Strategy
4. Plan Activities & Displays
•
•
•
•
•
•
•
Internal competitions
ReGames
Public waste audit
Mt. Trashmore display
Dorm Storm
Get Caught Green handed
Half time promotions
Craft Message
Set a goal for your audience
-Make it achievable
-Highlight specific categories
-Choose your competitors
Make it positive & inclusive
Speak to values of audience
Stay on message
Behavior Change Primer
Download guide from “Participate” web section
http://recyclemaniacs.org/participate/behaviorchange
“3 Myths of Behavior Change”
TED Talk - You Tube video
Jeni Cross, Sociology Prof. at Colorado State U
Myths:
1. Education will change behavior
2. Need to change attitude to change behavior
3. People know what motivates them to action
Google “Three myths of Behavior Change” to view video
Case Study Archive
Featured School page, under Participate Section
http://recyclemaniacs.org/participate/featured-schools
• Today’s presentation slide
• Past presentations
Helpline
Phone: (202) 417 7379
helpline@recyclemaniacs.org
www.recyclemania.org
Upcoming Webinars
•Rules & Reporting
– Jan 29, 1pm ET
**repeat from Jan 15
•myActions “onboarding” webinars
-Jan 26 & Feb 2, 1pm ET
http://recyclemania.org/participate/webinars