2011 Waste Reduction Toolkit and

Campaign

SWMCB7/27/2011

2011 SWMCB Work Plan: Communications and Outreach

• Expand the SWMCB’s Rethink Recycling campaign by expanding the web site and expanding electronic marketing.

• Use public relations, advertising, and social media focused on waste and toxicity reduction, HHW, recycling, and organics to reach consumers and businesses.

– Develop and promote one additional Rethink Recycling Campaign Toolkit and new materials for promoting reduction and recycling.

– Integrate the toolkits into the overall communications strategy.

Development Timeline

April • Need for waste reduction resources identified by Communications Team

• Survey completed with partners to identify types of resources needed

May • Campaign toolkit sub-committee worked with Risdall to develop key messages that offered a fresh take on waste reduction

• Risdall’s creative team developed campaign concept options

June/early July

• Commissioner input sought on campaign concept

• Campaign toolkit sub-committee is working with Risdall on resources to be developed and marketing planning

Campaign Overview

• Primary Audience: Adults 18-34

• Key Idea: Simplify life and make it easier to manage what’s important to you.

Waste Reduction Campaign

Current Project Budget: $27,300

Currently Planned Toolkit Resources

Currently PlannedMarketing/Advertising

• 1 Ad Concept (customizable for partners)

• Images (6)

• Short Articles (8)

• Pre-Written Social Media Posts

• Waste Reduction Facts

• Educational Presentation

• Facebook tab for LESS

• Facebook Ads

• Use of articles, images and facts on Rethink Recycling website

Proposal

Increase the 2011 SWMCB Communications and Outreach budget for the development of

additional toolkit resources to be utilized by the SWMCB and its

partners in 2011 and in the future.

Proposed Funding Summary

*Additional support from Hennepin County ($20,000) would also be utilized for marketing/advertising placement and toolkit resource development support.

Budget

Currently Approved 2011 Budget for Toolkit $27,000

Proposed Budget Amendment transferring $20,000 from Regional Policy to Communications and Outreach

$20,000

Utilization of an additional $5,000 in the approved 2011 Communications and Outreach Budget

$5,000

Total Proposed Waste Reduction Toolkit SWMCB Budget

$52,000*

Proposed Resources and Advertising

Proposed Toolkit Resources

Proposed Marketing/Advertising

• One :60 video “infomercial”

• Three :15 video spots

• One :30 radio spot

• Television

• Radio

• Promotion of videos/radio spots via SWMCB social media efforts and Rethink Recycling website

Action Requested: Agenda Item #3b

Approve, by special resolution, an amendment to the approved 2011 budget whereby the SWMCB would transfer $20,000 from the Regional

Policy budget to the Communications and Outreach budget for expansion

of the LESS campaign.

Amendment to Risdall Marketing Group

• Proposed amendment of $25,000 to the 2011 Risdall Marketing Group for the following services:– Expand creative development and

production efforts to create interactive resources for the waste reduction campaign toolkit

– Procure paid advertising for the waste reduction campaign

Action Requested: Agenda Item #3c

Authorization for the Chair to negotiate and execute an amendment

to the Agreement with Risdall Marketing Group for 2011 Advertising, Public Relations and Graphic Design services and to increase the contract maximum by $25,000 and add the

above listed scope of services.