Case Studies: Single Stream Recycling

Challenge

This solid waste authority organization had been operating for 22 years without developing a distinctive brand for itself within the community.

They were transitioning from a waste and recycling stream that required separation of all materials to a single stream wherein all recyclables could now be mixed and put curb side into one container.

They needed a branding and communication strategy to communicate the new Single Stream Recycling system and its benefits, encourage behavioral change, and ensure compliance.

Trainor was asked to develop a comprehensive strategy to accomplish each of these objectives in a positive way so residents, businesses, and waste haulers would embrace the changes.

Challenge:
Distinguish Single Stream Recycling and drive positive adoption of it across the community including residents, businesses, and waste haulers.
Approach:
Target waste haulers to buy into and support the change. Target schools, teachers, and students so the program would become a focus in homes throughout the market area. Communicate to residents and businesses the change and it’s positive benefits, including convenience, cost savings, and environmental relief.
Recommendations:
Brand the program as “recycleone” using the tagline “ONE AND DONE”. Reach schools, teachers, and students by launching the “Trash Can Film Festival” (trashcanfilmfestival.com) to create awareness, fun, competition and engagement.

Develop a unique campaign microsite (recycleoneanddone.com) that carries comprehensive yet simple information about the program and feature its benefits of “easier, more convenient, less cost.”

Host meetings with waste haulers for communication, input, feedback, and endorsement, and provide them with flyers, bill stuffers, and container decals for all customers.

Launch a comprehensive television and newspaper campaign to engage, educate, and intrigue residents.

Kickoff the entire program with a press conference and a facility
Results:
In less than 3 months from the launch of the campaign the program reached 99% compliance across the market area. In the same time period Recoverable and Marketable Recyclables have increased over 8% due to more compliance, resulting in higher recovery and revenue that is in turn used to offset and reduce costs to businesses and homeowners.