Overview
Each year Pennsylvanians recycle more than 32 percent of
the waste they generate—with more than 10 million residents,
85 percent of the state's population are served by some form
of curbside, drop-off, or other type of recycling program.
Pennsylvania is working to meet a recycling goal of reducing
daily per-capita generation of waste from 4.8 pounds to 4.3
pounds, increasing its recycling percentage to 35 percent
by 2003, and increasing the number of Pennsylvania businesses,
institutions, and governments reporting recycling efforts.
Challenge
ICF International's work with PADEP is part of
a multiyear effort that includes strategic planning, market
research, materials development, media relations, advertising,
and event support. To meet the Commonwealth's overarching
recycling goals, PADEP's communications efforts needed to:
- Stimulate recycling rates in counties that have the greatest
potential to reduce tonnage into the waste stream.
- Reinvigorate recycling in counties meeting or exceeding
the 35 percent goal in order to improve statewide recycling
rates.
- Reach both commercial and residential audiences
Solution
To generate awareness about the importance of
recycling, ICF International began by preparing annual marketing
communications plans targeted toward businesses and the public.
The plans use a multiprong approach and recommend tactics
including public relations, special promotions, development
and distribution of educational and information materials,
and in summer of 2002, a $1 million advertising campaign.
To develop the plans, ICF International used primary research
provided by the client (focus group and survey results), as
well as secondary research, to augment the findings and better
inform our strategy and tactics.
Recycle Team
ICF International's strategy for the residential
portion of the campaign is to deliver a simple and memorable
recycling message to audiences by promoting a team of cartoon
characters, representing the seven letters of RECYCLE and
shaped like common recyclable items. The "Recycle Team"
quickly became a cornerstone of PADEP's recycling outreach,
and ICF International purchased television spots, radio spots,
a Recycle Team theme song, and Recycle Team costumes.
ICF International coordinated a "Name the
Recycle Team" Contest for PADEP, including print advertising,
outreach to elementary schools, Web site development, and
a parade trailer. Contest winners were recognized by Pennsylvania
Governor Mark Schweiker, and PADEP Secretary David Hess at
a May 2002 ceremony at Hershey Park, Pennsylvania.
Promotional Events
ICF International also manages promotional events
at major and minor league baseball and minor league hockey
games across the Commonwealth where attendees are given recycled-content
stadium cushions and exposed to promotional messages reinforcing
the importance of recycling in programs, on field signs, on
the scoreboard, and read by announcers throughout the games.
These efforts also include radio and video play of Recycle
Team spots and "live" character appearances to entertain
the fans.
In addition to the Recycle Team, ICF International
coordinates PADEP's annual America
Recycles Day event with third-party support from Home
Depot and Staples and the annual High School Journalism/Public
Service Announcement (PSA) Student Contest directed at high
school students.
Commercial Work
For the commercial portion of PADEP's recycling
outreach, ICF International has focused on promoting the reporting
of recycling and buying of recycled content. Since businesses
are mandated to recycle in most municipalities by Pennsylvania's
Act 101, ICF International's task has been to inform and instruct
commercial entities of requirements and help make their compliance
as easy as possible with outreach tools and direct assistance.
Key deliverables for the commercial campaign have included:
- Radio public service announcements
- Buy-recycled toolkit including a "Recycled Products
Guide"
- CD-ROM
- Self-mailer pledge card
- General brochure
- Management of a subcontractor "Buy Recycled Bill,
" who conducts visits to large companies
- Teleconferences and supporting materials
- Composting manual
- Recognition ceremonies
Results
Due to the nature of the contract, ICF International
was not permitted to create a baseline of awareness. However,
we will be tracking impressions for an upcoming "Recycle
Team" advertising campaign and attendance at all summer
sports promotions. December 2002 will be the closeout for
counties and municipalities to report recycling data, after
which PADEP will be able to identify changes in statewide
recycling percentages.
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