Putting Strategy and Purpose Behind Your Education Campaign SERDC Conference Point Clear, Alabama October 2, 2012
Presentation Agenda I. Quick Background II. Our Education Approach III. Community Challenges IV. Strategic and Targeted Education V. A New Online Tool Just For You…CVP Connect! VI. Questions/Discussion
The Curbside Value Partnership • CVP is an independent 501c(3) organization that helps communities grow participation and volume in curbside programs by: – Partnering with select communities to develop , launch and measure strategic education campaigns. Resulting in…better decision making + more strategic efforts = more sustainable programs! • We then share what we learn as best practices so everyone can benefit. 3
Our Social Marketing Approach to Education • We utilize the same social marketing theories developed by public health experts to drive behavior change. • We have to change behavior in order to make a lasting and significant impact on recycling rates! • Change does not happen overnight. Ongoing communications is key.
Communities Have Different Needs & Challenges
The Impact of NOT Educating What you are telling residents when you do NOTHING to promote your recycling program: • Recycling is not important here. • It doesn’t really make a difference if I recycle or not. • I’m not sure the materials are even getting recycled anymore. • I can put anything I want in to the recycling container and it doesn’t really matter. • If the local government wanted me to recycle, they’d promote it. When you say nothing, you still say something .
Target Your Tactics Dig deep to uncover barriers to recycling and evaluate the best target audience for making a measurable impact. § A common mistake is focusing on “the choir” and/or those who will never recycle. § Aim your efforts at influencing the behavior of those in the middle: those most likely to move the needle. Sometimes and Maybe Govt. Isn’t Telling Me The True Greens: Recyclers: What to Do: Approx. 20% of a typical Generally, around 60% of This group will probably community, they will do community residents fall in never be inclined to recycle. anything to recycle. this category. Sweet Spot! 7
Knowledge Is Power “So, how successful was that promotion?” • Do you know the return on investment of your education efforts? – How much did you spend per household? – What was the outcome of that cost per household? • Did your education campaign impact recycling participation and/or tonnage? If you do know any of this information, have you shared it with those who allocate your education budget? 8 Image source: runapptivo.apptivo.com
S.M.A.R.T. Goals • Set tangible goals and measure against them. o S pecific o M easurable o A ttainable o R elevant or realistic o T ime-framed
Have You Checked Out CVP Connect?
www.CVPConnect.org • FREE online training tool designed specifically for recycling coordinators! • Provides resources and guidance for developing, executing and measuring strategic and effective education campaigns.
How CVP Connect Works 12
CVP Connect—Data Requirement Only requirement is that users input recycling data to gauge the impact of education on actual recycling tonnage: • Users will be able to report the return on investment for their education dollars. • CVP Connect will provide tangible data on the success by each community engaged as well as collectively by all CVP Connect users. Each year, CVP will have hard numbers on the impact of recycling tonnages experienced by CVP Connect users! 13
What To Measure… • Tonnage – Look at year, by month. • Set-outs/participation – Communities often use these words but aren’t consistent with what they mean. • Other variables: – Residue – Website hits – Customer service calls – Container orders – Complaints – Other?
To Summarize… • Now, more than ever, it is critical that you educate your residents—but do so in a strategic way! • ID and address your biggest needs FIRST. • CVP Connect can help! • Get started today : www.CVPConnect.org • All we need are a few numbers from you! • Measuring the impact of your campaigns is the key to ongoing success.
CVP Sponsors
Contact Us • CVP: www.RecycleCurbside.org • CVP Connect: www.CVPConnect.org • Me: Steve Thompson sthompson@recyclecurbside.org (804) 798-5750
Questions and Discussion
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