|
In addition, the San José Recycling
Guide received a 2003
APEX Award for Publication Excellence. In 2002, ICF International
received three
PRism awards from the Public
Relations Society of America (Los Angeles Chapter) for
elements of the City of San José recycling communications
campaign, including the "It's Easy
to Make a Difference" recycling guides and the "Clean
n' Green San José: Services with Curb Appeal"
logo used in the City of San José bill
insert.
Overview
San José is the third largest city in California and
is widely recognized as one of the state's leading cities
in waste management and recycling. San José's culturally
diverse population of 930,000 residents has successfully achieved
a diversion rate of 53 percent, exceeding the statewide goal
of 50 percent.
Starting in the summer of 2002, San José will launch
new service enhancements, and residents will no longer need
to sort their recyclables. The program will roll out on a
staggered schedule and includes the distribution of recycling
carts to all single-family dwellings and dumpsters to all
multifamily dwellings for commingled recycling waste, new
split-bodied trucks that collect both recyclables and garbage,
and increased street sweeping from once a month to twice a
month.
Challenge
ICF International was tapped by San José's Environmental
Services Department to develop and implement a comprehensive
outreach campaign to provide for a smooth transition into
the new residential recycling program. The campaign needed
to meet the city's goals of:
- Maintaining the current diversion rate during transition
to the new services
- Gathering necessary recycling preference information from
residents
- Providing accurate information to residents regarding
their service start-up dates
- Promoting the service enhancements to a variety of audiences
in a succinct and comprehensible manner
Solution
To meet these goals, ICF International developed a strategic
marketing plan, created the umbrella identity theme and graphic
- "Clean 'n Green San José: Services with Curb
Appeal," and identified appropriate themes and messages
for five rollout phases directed at English-speaking, Hispanic,
and Vietnamese residents. View some examples
of the creative materials produced for this campaign.
The campaign included:
- Newspaper and radio advertising spots in all three languages
- Community meeting support materials
- Train-the-trainer training for meeting facilitators
- Trade show booth design
- Issues management plan
The campaign also provided proactive media outreach including:
- Press releases
- Backgrounders
- Fact sheets
- Bylined articles
- B-roll footage for TV news
- Educational video for community cable TV
- Multipage direct mail pieces
- Bill inserts
- Earth Day event at the local Children's Museum
- Recycling guide poster
Results
ICF International will tally the final campaign results in December
2002. To date, anecdotal results have been overwhelmingly
favorable and include high awareness of the service enhancements
among residents, support for the program among all residents,
attendance at community meetings that far exceed expectations,
a high return rate to a reply card asking residents of single-family
dwellings to indicate service preferences, and a significant
amount of media coverage.
San José Creative Materials
Newspaper Ad for Community Meetings
City of San José Bill Insert
City of San José Recycling Guides
City of San José Trilingual
Cart Lid Stickers
|
