Using Traditional & Social Media for Outreach

Marissa Segundo, APR, LEED GA

Recycling CoordinatorCity of Largo

How 'Single Stream' Became 'Mixed Recycling'

Spring 2013:

Largo Commission approves a City-wide automated recycling collection conversion

Three Automated-Side Loaders 17,500 95-Gallon Carts with RFID RFID Readers Multi-tiered Outreach Campaign

Start Date: February 3, 2014

W X 5

Who is your target audience?

What is your message?

When to communicate?

Where is the best platform to communicate?

Why should they listen?

The Plan

New Technology Allows for Greater Data Collection

Lack of Past Data Capturing

A 2nd large cart?

Converting Non-Recyclers/Occasional Recyclers

Ease of Collection

Less Restrictions

Lack of Control for in-house billing

Goals & Objectives

Goal:To increase awareness of new recycling program & appropriate items to recycle among Largo curbside service customers

Measurable Objectives: To create an easy to understand message for the

new recycling program by December 2013 To increase awareness of appropriate items to recycle

by 20% by January 2015 To increase curbside participation by 15% by

January 2015

Target Audience: External

Largo Residents in Single-Family Dwellings Current Recyclers Non-Recyclers/Occasional Recyclers New Recyclers

Target Audience: Internal

Mayor & Commissioners Administration Solid Waste drivers Recycle Drivers Communications & Marketing Department Non-Solid Waste City Employees

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RESOURCES

What resources do you have in house?

People: Staff, Volunteers, Influence-rs

Technology: Video, photos,

Tracking: Participation Data, Tonnage, Public Input

Campaign Phases:

Phase 1: Have you heard -120 Days

Word of Mouth, Billboard Campaign, Web

Phase 2: It's Coming – 90 Days Events, Mayor's Letter, Truck wraps,Print Ads Social Media

Phase 3: It's Here- Educating the Public-30 days Cart Delivery, Social Media, Outreach Events

Phase 4: Continuing Education

Ongoing Education

Two-Way Communication

Residents have feedback

Follow up...ASAP

Engage them... “Like” positive feedback

The more engaged they are the more they get your page updates

Events

Internal Messaging

Goal:To increase awareness of Mixed Recycling and appropriate items to recycle among Largo curbside service customers

78% of curbside customers were aware that new Mixed Recycling program was coming before the cart arrived

Objective:To increase awareness of appropriate items to recycle by 20% by January 2015

Objective:To create an easy to understand message for the new recycling program by December 2013

49% of residents responded the biggest benefit to the Mixed Recycling program was the “ability to recycle more items”

Objective:To increase curbside participation by 15% by January 2015

First 3 Months: Overall participation 86% Average weekly set out 40-50% Recycling 1,780 tons Increased by 750 tons (42% increase) $67,393.28 saved in tipping fees

Questions?

Marissa Segundo, APR, LEED Green Associate

Recycling Coordinator

City of Largo

(727)586-7424

msegundo@Largo.com