Can Bite Sized Outreach Improve Food Waste Diversion?
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An overview of designing outreach that is bite sized and how it can help deliver a filling, long-lasting message that promotes behavior change. Presentation given by Gigantic Idea Studio at the California Resource Recovery Association (CRRA) Conference in San Jose, California on August 5, 2014. www.gigantic-idea.com
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Can Bite Sized Outreach Improve Food Waste Diversion?
- 2. Who We Are
- 3. Our Clients
- 4. Our Team
- 5. CRRA 2014 Can Bite-Sized Outreach Improve Food Waste Diversion?
- 7. Rules • There are 2 contestants • Each contestant has three bins: one red, one blue and one green. • Each contestant has a bag of objects. They may not open the bag until the game has started. • Each contestant has a set of instructions to follow that will help them sort the objects into the correct bins. • They will have 30 seconds to read the instructions and complete this task.
- 8. Norcal Socal Place all yellow spheres into the green bin. BLUE BIN PUT THE FOLLOWING IN THE BLUE BIN: - red cylinder - green half cube/square - blue cube, unless it is twice the size of a green square or larger DO NOT PUT THE FOLLOWING IN THE BLUE BIN: - blue triangle - yellow ball RED BIN IN THE RED BIN: - yellow cone - green hexagon - red pyramid - blue cube if twice the size of a green square or larger DO NOT PUT THE FOLLOWING IN THE RED BIN: - blue half-sphere - green square PUT THE FOLLOWING IN THE GREEN BIN: - yellow ball - green cone - blue triangle - blue half sphere unless half the size or less of a yellow sphere. If less than or equal to ½ the size of a yellow sphere, place in blue bin. DO NOT PUT THE FOLLOWING IN THE GREEN BIN: - red pyramid - blue cube - green square
- 9. Tally Time!
- 11. CRRA 2014 Can Bite-Sized Outreach Improve Food Waste Diversion?
- 13. What do you do?
- 14. How about now?
- 15. More is not More
- 17. Our Brains Have a Limit
- 23. Does that look familiar? Socal BLUE BIN PUT THE FOLLOWING IN THE BLUE BIN: red cylinder green half cube/square DO NOT PUT THE FOLLOWING IN THE BLUE BIN: blue triangle blue cube, unless it is twice the size of a green square or larger yellow ball RED BIN PUT THE FOLLOWING IN THE RED BIN: yellow cone green hexagon red pyramid blue cube if twice the size of a green square or larger DO NOT PUT THE FOLLOWING IN THE RED BIN: blue half-sphere green square GREEN BIN PUT THE FOLLOWING IN THE GREEN BIN: yellow ball green cone blue triangle blue half sphere unless half the size or less of a yellow sphere. If less than or equal to ½ the size of a yellow sphere, place in blue bin. DO NOT PUT THE FOLLOWING IN THE GREEN BIN: red pyramid blue cube green square
- 24. TMI adoption curve behavior change best practices branding climate change competition compost conferences contamination contest is good for design diffusion of innovation diversion divestment digital marketing earth day experience energy efficiency the environment events food scrap garbage global government green innovation MRF organics outreach policy poll recycling research social marketing social media strategy survey tactics visual waste waste terms website zero waste
- 25. From TMI to Simplify behavior change is good for the environment
- 26. The Case for Bite Sized
- 27. Livermore, CA
- 28. Livermore, CA
- 29. Livermore, CA
- 30. Livermore, CA
- 31. Livermore, CA
- 32. Food Scraps
- 33. Spot Checks
- 34. Pizza Boxes
- 35. Recycling
- 36. Compost
- 37. s Survey
- 38. The Campaign
- 39. Multi-Touch Campaign OLIVIA LIVERMORE Online Ads Direct Mail Print Ads Bill Insert Posters Social Media Movie Theaters Print Ad Email Pizza Box Stickers
- 41. Creative: Show, don’t tell
- 42. Video Add video here, after file is final.
- 44. Webpage
- 45. Free Pizza Giveaway Target behavior acknowledgement. Email Opt-in
- 48. Direct Mail
- 49. Cart Tags
- 50. Cart Tags
- 53. Online Tactics
- 54. Social Media
- 55. Social Media
- 56. Social Media
- 58. Pizza Box Video Views
- 59. Pizza Box Video Views 4,800
- 60. Website Visits
- 62. Free Pizza Giveaway Entries
- 63. Free Pizza Giveaway Entries 575
- 65. Digital Results Channel Impressions Clicks Cost Cost Per Click Google Display 647,259 1,741 $1,106 $0.66 Google Video 24,605 139 $416 $3.01 Facebook Ads 20,146 70 $45 $0.64 Google Search 3,891 158 $248 $1.57 TOTAL 695,901 2,108 $1,815 $0.86
- 66. Spot Checks
- 67. Spot Checks 43%
- 68. Follow-up Survey
- 69. Follow-up Survey
- 70. Survey: Confidence Level Pizza Box in the Green Cart: Pizza Box in the Blue Cart:
- 71. Lessons Learned
- 72. Less is More
- 73. A Multi-Touch Approach OLIVIA LIVERMORE Online Ads Direct Mail Print Ads Bill Insert Posters Social Media Movie Theaters Print Ad Email Pizza Box Stickers
- 74. Offline & Online
- 75. Be Persistent
- 76. Partnerships
- 78. Which had more clicks?
- 79. Which had more clicks?
- 81. What’s Next?
- 82. Bite-Sized Can Be Big
- 84. Stay Updated www.gigantic-idea. com/blog
Hinweis der Redaktion
- LISA: Good afternoon. Welcome to Gigantic Idea Studio’s CRRA presentation. It’s great to be here. My name is Lisa Duba and I’m one of the partners at Gigantic.
- LISA: For those who are not familiar with us, Gigantic Idea Studio is the premier marketing agency specializing in the promotion of environmental programs and behaviors. We pride ourselves on connecting creativity and strategy to design bold outreach for a healthy planet.
- LISA: We work with inspiring and innovative clients, the majority of which are public agencies. But the one thing all of our clients have in common is a vision for protecting the environment. We view our clients as partners.
- LISA: We have a small but nimble team of communications champions who help us do our work. You may know them already…. (top row from left to right) Shana McCracken Lisa Duba (second row from left to right) Stefanie Pruegel Nancy Roberts Kas Neteler Peter Gallotta
- LISA: We’re excited to be here today to talk about how bite-sized outreach can improve diversion. (in this case, we chose food waste, but it could apply to just about anything!) This is a Part II in some ways to our presentation last year.
- It wouldn’t be a Gigantic presentation without a game! And now, here’s your host……..WANDA WONDERSORT.
- Time is up! Team So-Cal: Would you please tell us what you have in each bin? Team Nor-Cal: Would you please tell us what you have in each bin?
- NANCY: Everyone please give a hand to your fabulous host, Wanda Wondersort. Thank you, Wanda. What did you notice during the sorting game? ….Our challenge in recycling outreach is to make a complicated task become second nature for as many people as possible – but how to do that?
- NANCY: Today we’ll talk about designing outreach that is bite sized and how it can help deliver a filling, long-lasting message that promotes behavior change.
- NANCY: As you know, we are constantly being bombarded with different messages and calls to action.
- NANCY: Imagine driving down the street in your hybrid and being confronted by all of these signs at once. Would you know, in an instant, what to do or which way to go?
- NANCY: How about now? Much easier, right?
- NANCY: The more information we have to process at once, the less efficient we become.
- NANCY: In social science research, this is called cognitive load theory, which compares our brains to information processors. For me, the easiest way to understand the theory is to think back to the earlier days of computers….
- NANCY: Does this look familiar to some of our more mature audience members? This was my first computer: A leading edge model D. Every time you turned it on, you had to use a boot disk to load the basic operating system into the RAM, then take out the boot disk and put in a data disk, where you would save the data you created. (and yes, it cost $900!!! Our brains, while wondrous, have RAM just like computers (short-term memory). RAM is severely limited and cannot take in more than 7 elements at a time – and even that can be a strain. Too much information, and the computer’s “brain” freezes, and you need to reboot and…you lose data! (good times) So what can we do to help take in and retain information? Information needs to be “chunked” - divided into small pieces - in order to make it more memorable.
- NANCY: To make things easier to remember, information needs to be divided into manageable “chunks.” Chunking information means to organize it in logical “bits” that are easier to retain. Think about phone numbers for example. Which is easier to remember?
- NANCY: This one?
- NANCY: Or this one. This one, right? So does all recycling information come in easy to remember chunks?
- NANCY: Here’s a classic example of too much information! Despite being in a beautiful language, this recycling instruction brochure from Italy is pretty darned confusing, no? 5 different disposal methods, with materials that do and do not go in each, and as a bonus, a highly complex collection schedule.. My brain freezes just looking at this!
- NANCY: Anyone here from Vienna, Maine? Here we have a less lovely but still complicated recycling flyer from Vienna, Maine – note the division by material, then the breakdown of what can be recycled, how each material needs to be treated in order to be recycled, and also what NOT to include within that category. Does this look familiar? ….
- NANCY: Just like the Vienna guide in the previous slide, our Socal “instructions” during the Sorting Game included multiple do’s and don’ts, leading to confusion. And of course, while those of us here in the room are rightly obsessed with the nature of each element in the waste stream, for most people, the relationships among plastic objects, paper, and food scraps is an unintuitive as placing those diverse shapes into various bins in the sorting game.
- NANCY: TMI or too much information is affecting our ability to make decisions and process information. So our goal is to approach the information to make it easier to retain in the long term, moving from this…
- NANCY: to this. Better right?
- NANCY: Armed with this knowledge, we started imagining what the impact might be if we designed an outreach campaign that removed the clutter and focused on a single item. So we decided to pitch a “bite-sized” outreach campaign. All we needed was a willing partner.
- NANCY: Enter… the City of Livermore, California.
- NANCY: Livermore is a city of 82,000 residents located in Alameda County in the East Bay here in Northern California.
- NANCY: Livermore Recycles is the City of Livermore’s recycling program and has been a client of Gigantic’s since 2013. They have had green waste collection for close to 10 years.
- NANCY: Livermore was a great candidate for the bite-sized outreach because of the City’s High Diversion Strategic plan, which identified food scraps as target materials for outreach. Livermore was also eager to go beyond standard instructional outreach to try to get to the next level of diversion.
- NANCY: In the past, Livermore’s outreach on food scraps recycling focused on general awareness of the program, including some holiday food waste messaging, and used mainly direct mail, bill inserts and the hauler newsletter as delivery methods. In 2012, they ran general food scrap and recycling PSAs on Comcast, and ran Facebook ads to promote the City-run LivermoreRecycles web page. They also held several compost giveaways.
- NANCY: These efforts resulted in 30% of all residents participating in the collection of food scraps and food-soiled paper – a good start. To increase use of the green cart and encourage more residents to sort their discards properly, we knew that any new outreach would need to focus on organics. But out of the hundreds of food items thrown away, which would we choose?
- NANCY: To determine what item to focus on, we needed more information. And the City was interested in more data on what was happening in the curbside carts. In October 2013, the Gigantic team conducted neighborhood spot checks in Livermore, where we flipped cart lids and assessed what we found. In many cases, we found the same items placed in the wrong cart. But one stood out.
- NANCY: Well, it just so turns out, people in Livermore eat a lot of pizza (just like everywhere else. Did you know that 93% of Americans eat pizza at least once a month?). And we found a lot of pizza boxes in the recycling cart, when in Livermore, they belong in the green cart.
- NANCY: So we thought, what would it take to get folks to make the shift from here …
- NANCY: To here?
- NANCY: We wanted to see what was going on in residents heads as well as their carts, so we conducted a survey. Survey results showed that Livermore residents were very confident that they sorted their discards correctly. But given the high contamination observed during the spot checks, we knew there was a disconnect between their confidence level and their behavior.
- NANCY: Now, Lisa Duba will walk us through the anatomy of the campaign and the various tactics used.
- LISA: Based on the research Nancy mentioned earlier, we worked with the City of Livermore to design, develop, and implement a multi-touch outreach campaign focused on pizza boxes. Although the pizza box message is bite-sized, we would need a full assortment of tactics to be sure the message gets noticed. In fact research shows people need to see a message between three and 20 times before they act upon it. Showing a message to someone when they are actively thinking about or searching for a similar topic makes it more likely to be recalled. While we used a lot of tactics, the single material message was simple and consistent. Our choice of tactics was deliberate, and we selected many, as you’ll see, that could be tracked and measured during the course of the campaign.
- LISA: Before launching any tactics, we conducted a baseline measurement. We conducted spot-checks in March to look at pizza boxes and to record how many boxes we found in the blue vs. green carts. We found that overall, twice as many boxes were in the blue carts as the green organics carts. After the campaign, we planned to re-measure, and compare results to see if there was an impact.
- LISA: Now that we had a baseline measurement, we could focus on developing the message. What would it look like? How would it connect with people? We all know by now that facts alone don’t change behavior. Learning is more effective if we activate the deep memory part of our brain that organizes information into patterns – that is helped with the structure of story. The best stories show…they don’t tell, and use creativity and emotion to connect to an audience.
- LISA: To help us tell our pizza box story, we first came up with a creative concept. But instead of me telling you, why don’t I just show you. [Click slide for VIDEO]
- LISA: Our goal was to make the concept fun. For our campaign we experimented with personifying your friendly green cart into a hungry dinner guest --and who doesn’t want one’s dinner guest to have a good time? This is just 30 seconds’ worth of a story—you might call it “bite-sized,” but it has a beginning, middle & and an end, and doesn’t rely on language to get the message across. In fact, it actually played well to Spanish speakers, even without translation. Our hope was that multiple exposures to the character will make people consider “Binny” as part of the family. It is also a concept that can be reused in future outreach, using different materials, which builds recognition--- and building recognition helps messages cut through the clutter.
- LISA: To run any campaign, you need a web-page “home base.” A dedicated campaign landing page makes tracking analytics easier, and gets the audience directly to your message. On this page of LivermoreRecycles.org, we hosted the video, campaign branding, and…
- LISA: A pizza giveaway. So we now had a likeable character and a good story, but we also wanted to get people to the website in a measurable way. So we included a pizza giveaway. Entrants had to acknowledge that they “understand” pizza boxes go in the green cart, in order to enter. This helps provide measurement of “awareness” of message. Entrants could also opt-in to future emails, helping us build a database for future campaigns. Both of these tactics offer measurability. Winners were drawn at three different times throughout the campaign.
- LISA: Everyone who entered the free Pizza giveaway then had a chance to enter the Grand Prize Giveaway. To enter, they had to take a photo of themselves putting the pizza box into the green cart. Entrants could win Free Garbage Service for a year, or Pizza party for Eight. We posted the entries to the campaign webpage as they came in.
- LISA: A great way to leverage your outreach dollar and amplify your message is through partnerships. Livermore Sanitation, Inc, the hauler, was crucial to the campaign’s success. They were a supportive and willing partner that helped us promote the program. We used their existing channels….
- LISA: Including: Direct mail postcard, bill inserts and two newsletter articles. This allowed us to expand our touch on a limited budget. These tactics were already in place as part of the the hauler’s regular outreach plan. The newsletter and postcard were delivered to every home in Livermore. The hauler also helped facilitate…
- LISA: The distribution of specific Cart Tags. During the Spring spot checks, if we found a pizza box in the wrong cart, the cart was tagged with a red “OOPS!” Version of a tag. If they got it right, they received the green THANK YOU TAG, and if no pizza box was in either cart, they received a generic promotional tag. This tactic helps adjust incorrect behavior and reinforce correct behavior.
- LISA: Here’s a Gigantic team member putting a tag on a resident’s cart.
- LISA: We also partnered with local businesses. Since the target behavior was pizza boxes, we found willing partners who sponsored prizes and also…
- LISA: Agreed to put stickers on their delivery and take out boxes. This allowed us to have a “prompt” or reminder message that gets the intended audience at the critical moment when they are about to make a choice of where to put the box.
- LISA: We included online display ads on Google, YouTube and Facebook, all of which are very affordable. It is very important to integrate online and offline tactics … So online ads were an important part of our campaign as well.
- LISA: Social media is a great way to increase the “touches” of any campaign. Livermore Recycles did not have a dedicated FB or Twitter; given the difficulty of gaining organic reach (that is followers) these days, we recommended that we place posts with partners who already had established social media followers. We worked with Livermore Sanitation, the City of Livermore and the Public Library, who have a combined social media reach of over 3,000, far more than we could have gained in the short space of the campaign.
- LISA: Here’s an example tweet about the campaign by the City of Livermore.
- LISA: And another by the Livermore Library
- LISA: Now I’m going to turn it back over to Nancy who will talk about some of the results of our outreach tactics. NANCY: We worked with the City of Livermore to deploy all of these tactics over 10 weeks (April-June 2014). At the end of the campaign, we were able to measure the results based on the various tactics used.
- NANCY: Remember the video we showed you of Binny earlier? Over the course of the campaign, it received a total of….
- NANCY: 4,800 views! This is a sizeable reach, considering our goal of reaching the 30,000 households in Livermore.
- NANCY: The LivermoreRecycles website, which had information about the pizza box campaign, saw….
- NANCY: The LR site saw a 10-fold increase in visitors during the course of the campaign.
- NANCY: While many visitors came to enter the contest for free pizza, it ensured that they were exposed to our message about the pizza box, and other information about recycling and composting.
- NANCY: There were 575 entries for free pizza, with 16 winners selected over the course of the campaign.
- NANCY: Of those submitted entries, close to 400 opted in to receiving additional information from Livermore Recycles. These contacts can be used in the future for e-newsletters, news releases, updates, and so on.
- NANCY: The online ads that we ran on Google, Facebook, and Youtube, were cost-effective and impactful. We saw a total of almost 700,000 impressions, or potential touches. We also had 2,100 clicks. All in all, our online ad buys totaled around $2,000. What’s notable here is that the cost of multiple digital ads is comparable to the placement of a single newspaper ad, yet, with much greater reach. All of these tactics were geo-targeted to Livermore, so we were certain to be reaching the right audience for a minimal price. We also know that the offline tactics were successful at driving traffic to the Livermore Recycles site; we observed increases in direct traffic showing that people typed in the special pizza url to come directly to the giveaway page. It’s really important to use offline and online tactics together to increase the likelihood of your target audience seeing your message multiple times in a given period. The great thing about online ads is that we can track their performance. We generate this report for our clients to make sure we understand which channels are giving us the most bang for the buck so that we can improve future campaigns.
- NANCY: After all these tactics, we conducted spot checks again in June to look for observable changes in behavior.
- NANCY: The June spot check data showed a 43% increase in correctly placed pizza boxes.
- NANCY: To understand residents’ thinking and to see if it had changed, we developed a follow-up survey. The survey was open over a four day period and was publicized via paid ads and through social media. People who knew that pizza boxes believed it belonged in the green cart were more confident, while people who thought you should put their pizza boxes in the blue cart were less confident. .
- NANCY: So we see that now, more people are choosing the green cart than the blue recycling cart…the opposite of what we found before the campaign.
- NANCY: Notice that the Green Cart recyclers are significantly more confident that they have made correct cart choice. Interestingly, When we look at those who said they eat takeout pizza only occasionally, less than once a month, the majority (59%) pick the green cart.
- NANCY: So we drew several lessons from this campaign, some expected, some surprising. Any time you pilot something new, there’s a lot that you learn and takeaway.
- NANCY: We started out with the idea that a single-material campaign, focusing on a single “chunk” of information, might be more effective at achieving long-term progress. While it’s still early to tell, first results indicate that this is a successful approach worth exploring further.
- NANCY Remember, we need to hear or see something between 3 to 20 times for a message to get through. Using a multi-touch approach with different tactics, online and offline, at the same time helped drive home our message to residents in Livermore.
- NANCY: And more specifically, as you saw with our results, the combination of both offline and digital tactics helped maximize overall impact, assess responsiveness, track engagement, and increase the reach of our messaging.
- NANCY: As we all know, Rome wasn’t built in a day. Change doesn’t happen over night. Piloting a multi-touch campaign may bring some immediate results, but often it takes follow-up and, sometimes, re-engagement, to see the broader shifts in behavior. While the initial results are good, it’s going to take patience and persistence to help that recycling behavior get written into people’s “hard drive” We saw some promising results, but we have to admit the evidence is not conclusive at this time. However, this approach is backed up with neuroscience, but also needs consistency and persistence to succeed. Tweak and measure, tweak and measure. Livermore will likely rerun the video in the future, and will be doing spot check measurements 2x a year to monitor resident’s progress.
- NANCY: Partnering with local businesses and Livermore Sanitation were critical to the campaign’s success and the City’s ability to expand its outreach through the use of existing channels. Remember, Livermore Recycles did not have its own social media channels, but instead we chose to take advantage of the existing networks, such as the Library and the City…
- NANCY: When piloting a campaign like Livermore did, you learn almost as much from the little stuff as you do the bigger things. For example: We learned how to make Facebook ads most effective …
- NANCY:When trying to attract Grand Prize photo entrants, we ran Facebook ads with two different images, both drawn from the contest entries. Which one “won”? Answer: the little boy outperformed the cute dog by a factor of three! Now, would that lesson be the same for other communities? Who knows (maybe in SF the dog would win ).
- NANCY: We did not want to brand our follow-up survey with LR or the City, so needed simple, generic images and the promise of a chance to win a $50 gift card to attract survey entrants? Which one won? Yes – the Livermore sign attracted more clicks - helping people realize you are speaking directly to them will increase their attention. The Livermore Sign ad delivered 85% of all the campaign’s clicks with a click-through rate three times that of the more generic image ad. In future, similar digital ads will focus on a specific, shared characteristic of the desired audience, no matter how graphically plain.
- NANCY: The campaign inspired creativity in addition to changed behavior. We thought we’d share this extra-inspired entry: Someone staged a comic book-style story with their dog and their version of our very own Binny—complete with eyes and arms! And told a story….
- NANCY: So what’s next? The City of Livermore has been a great partner and we’re going to take what we learned from the pizza box campaign to other single material campaigns in Livermore (like fast-food packaging or pet waste). A lot of the groundwork and foundation that was built from the pizza box campaign can be re-deployed for another item pretty easily. As we determine together what exactly our next steps look like, we feel like we are on the road to behavior change success in Livermore.
- NANCY: In the end, there are many ways to cut the outreach pie. But we feel that a bite-sized approach may actually offer the bigger, more measurable impact you’re looking for in your next campaign. By biting off less than we can chew, we could be making greater strides towards increasing food waste diversion and protecting our environment.
- QUESTIONS?
- SHANA: Stay connected to our work. We post tips and best practices on our website. Follow our blog BIG IDEAS to stay updated. Our blog will cover this in more detail in a few days. Also, follow us on Twitter, like our Facebook page, and see our videos on Youtube.
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