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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
- 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. 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. …Weeeell, kinda WHY MEDIA?WHY MEDIA?
- 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. Assess Current Resources Time? Creative Support? Support Staff? Research? Technology? Spokesperson? Media Training? Management Support? Communication Plan?
- 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
- 12. Resources
- 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.
- 21. Measurement Methods: Mail/Email/Social Media Surveys Container requests Tonnage increase Interviews
- 30. Marissa Segundo, APR, LEED GA Recycling Coordinator, City of Largo (727) 586-7424 msegundo@Largo.com _www.LargoingGreen.com