marc solid waste management district · 2020-01-23 · measurables social media key performance...
TRANSCRIPT
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MARC Solid Waste Management District
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MARC Solid Waste Management District
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What do we do?
Grants
HHW program
Technical assistance
Regional strategic planning
Outreach
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Our Goal
To divert waste from area landfills.
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Recycle More: your time has come!
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Why?
= 7 lbs. of waste per day!
(over 1 ton per year)
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Background
And the research says…
Edi Fortini
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Landfill Schmandfill
GreenBiz
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Benefits don’t
the alternative.
Salon
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Residents want to recycle more
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Recycle More: Purpose
To encourage people in the Kansas City metro area to
recycle more, whether they’re currently newbies, pros
or somewhere in between.
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Recycle More: Target Audience
Urban and suburban households
Young adults & growing families (ages 25-45)
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Recycle More: Objectives
Educate
Increase awareness
Change behaviors
Correct misperceptions
Make RecycleSpot.org the go-to spot
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Recycle More: The Plan
3-pronged approach:
Media:
Owned
Paid
Earned
Social
Recycle More At Work
Community Outreach
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Owned: RecycleSpot.org
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Paid: Billboards
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Paid: Billboards
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Paid: Billboards
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Paid: Billboards
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Paid: Billboards
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Paid: Billboards
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Paid: Billboards
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Paid: Billboards
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Paid: Billboards
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Paid: Billboards
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Paid: Transit Ads
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Paid: Digital Ads
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Digital Ads
Three styles
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Paid: Digital Ads & Pre-Roll Video
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Paid: Radio (Pandora)
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Earned: Television
The hosts of Kansas City Live went up against a fifth grader to find out what is recyclable at a Super Bowl party. KSHB 41.
Testing the host’s skills on what
can and cannot be recycled! Fox4
Morning Show.
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Earned: Television
41 Action News story on e-waste recycling
Social media response
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Earned: Newspaper
Direct mention
for district.
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Earned: Bloggers & HOAs
“Mom Bloggers” HOA Newsletters
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Social: Twitter & Facebook
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Social: Twitter & Facebook
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Social: Twitter & Facebook
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Social: Blog
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Recycle More At Work
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Community Outreach: Events
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Community Outreach: Presentations
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Measurables
Social media key performance indicators:
Volume – reach and frequency: followers, fans, trend topics, etc.
Engagement – reposts, sentiment, comments
Conversion – click-throughs, leads generated, new members, etc.
Earned media key performance indicators:
Reach – total number of target audience members reached
Content – quality of content and messages communicated
Impact – media outlet and overall impact
Paid media key performance indicators:
Impressions – number of impressions based on reach and frequency
Traffic – amount of traffic and engagement with website
Action – amount of action taken by target audience