MARC Solid Waste Management District

MARC Solid Waste Management District

What do we do?

Grants

HHW program

Technical assistance

Regional strategic planning

Outreach

Our Goal

To divert waste from area landfills.

Recycle More: your time has come!

Why?

= 7 lbs. of waste per day!

(over 1 ton per year)

Background

And the research says…

Edi Fortini

People are confused

Meme Generator

Misperceptions are rampant

Getty Images

Landfill Schmandfill

GreenBiz

Benefits don’t

the alternative.

Salon

Consumers are stuck in their ways

Noveloot

Quality of services

Lyndon Borrow

Residents want to recycle more

Pinterest

Recycle More: Purpose

To encourage people in the Kansas City metro area to

recycle more, whether they’re currently newbies, pros

or somewhere in between.

Recycle More: Target Audience

Urban and suburban households

Young adults & growing families (ages 25-45)

Recycle More: Objectives

Educate

Increase awareness

Change behaviors

Correct misperceptions

Make RecycleSpot.org the go-to spot

Recycle More: The Plan

3-pronged approach:

Media:

Owned

Paid

Earned

Social

Recycle More At Work

Community Outreach

Owned: RecycleSpot.org

Paid: Billboards

Paid: Billboards

Paid: Billboards

Paid: Billboards

Paid: Billboards

Paid: Billboards

Paid: Billboards

Paid: Billboards

Paid: Billboards

Paid: Billboards

Paid: Transit Ads

Paid: Digital Ads

Digital Ads

Three styles

Paid: Digital Ads & Pre-Roll Video

Paid: Radio (Pandora)

Earned: Television

The hosts of Kansas City Live went up against a fifth grader to find out what is recyclable at a Super Bowl party. KSHB 41.

Testing the host’s skills on what

can and cannot be recycled! Fox4

Morning Show.

Earned: Television

41 Action News story on e-waste recycling

Social media response

Earned: Newspaper

Direct mention

for district.

Earned: Bloggers & HOAs

“Mom Bloggers” HOA Newsletters

Social: Twitter & Facebook

Social: Twitter & Facebook

Social: Twitter & Facebook

Social: Blog

Recycle More At Work

Community Outreach: Events

Community Outreach: Presentations

Measurables

Social media key performance indicators:

Volume – reach and frequency: followers, fans, trend topics, etc.

Engagement – reposts, sentiment, comments

Conversion – click-throughs, leads generated, new members, etc.

Earned media key performance indicators:

Reach – total number of target audience members reached

Content – quality of content and messages communicated

Impact – media outlet and overall impact

Paid media key performance indicators:

Impressions – number of impressions based on reach and frequency

Traffic – amount of traffic and engagement with website

Action – amount of action taken by target audience

Questions?

Matt Riggs

mriggs@marc.org

(816) 701-8313