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Rebranding HHW: Leon County’s Experience

Effective education, communication and outreach

Background

• County population 287,671.

• Permanent HHW facility open 6 days per week.

• Eleven remote collection events.

• 16,000 customer visits per year, with 200-250

by CESQGs (VSQGs).

Early Efforts

Classic trifold brochure (2008)

Early Efforts

Information Card (2009)

Early Efforts

Information Card (2014)

2014 • 2015 • 2016

• Main method of other marketing was a newspaper ad

• Transitioned to color for better visibility – no extra cost

• No consistent branding through the years

2014

2015 2016

2017 Rebranding

How We Started

• Met with Community and Media Relations

• Talked about vision, goals, budget

• Created a communications plan for the 2017 – 2018 season

ReNew Center

• Our Hazardous Waste Center has a ReNew Shop and

ReNew Paint – both needed new branding

• Included free mulch in branding since it’s at our Solid Waste

Facility

• Consistent look

ReNew Collection Events

• Entrance and redirect signs

ReNew Paint

2014 2015 2017

(850 ) 60 6-180 0 • w ww.LeonCountyFL.gov/ HHW

SATURDAY, SEPTEMBER 2

9 AM - 1 PM

2280 miccosukee road

Newspaper Ad

Mobile / Desktop Ad

TallahasseeDemocrat.com

Social Media Graphic

Mobile / Desktop Ad

TallahasseeDemocrat.com

Social Media Graphic

Monthly Newspaper Publication –

Leon County Link

Outreach efforts

Since September 2017, we promote HHW the following ways:

Paid Advertising

• Social media (twice a month)

• Mobile / Desktop ads

(TallahasseeDemocrat.com)

• Website ad (WCTV.TV)

• Bookmarks in libraries

• Two promotional videos

(Youtube and Facebook)

Non-Paid Advertising

• Monthly news advisories

(for each collection event)

• Radio ads (WFSU-FM 88.9)

• Leon County Link

(Tallahassee Democrat and

Capitol Outlook)

• Website spotlight on

homepage

Effective Communication

• Be relevant and responsive

• Add humor when you can

• Have visually appealing graphics

Safe Transport Video

Recognition

Public Relations Programs Integrated Marketing

Image Award

Judges Award

Future Efforts

• Re-evaluate current efforts during summer 2018

• What worked

• What didn’t

• Consider possible new avenues of outreach

• Strategically placed billboards

• Variable message boards

• Something completely different

Rebranding HHW: Leon County’s Experience

Effective education, communication and outreach