Download - 2016 R3 Jason Hale
RECYCLINGPARTNERSHIP.ORG1
WE BRINGSTAKEHOLDERS TOGETHERTo transform recycling for everyone.
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Try these tools, Join our network, and let’s Make Recycling More & Better!
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WHAT DO YOU WANT TO DO…
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REDUCECONTAMINATION
INCREASE PARTICIPATION
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Cart campaignsGRANTS
open source resources
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proven, effective, ready for you
Cart campaignsGRANTS
open source resources
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Our ApproachIntegrate education with operationsDriving more, better recycled material
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TARGETING YOUR AUDIENCE
15-20%
60%
20-25%
Attention to message
ParticipationGOAL: Recycle Correctly
GOAL: Recycle Frequently and Correctly
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We don’t need people to think
about recycling, we need them to
recycle without having to think
about it.
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What We Know
We can’t only educate. Awareness and knowledge
do not change behavior.
Many feel like they are recycling right, but they aren’t.
Teaching children is good,
but doesn’t change recycling behavior in the
home.
Enforcement without education is frustrating and
disenfranchising.
Confusion on plastics, evolving packaging and
rules of what / how to recycle.
Convenience, relevance, positive
perception (not guilt) must outweigh any barriers.
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Thus, What We Do
Operations + education, plus behavior triggers.
Positive messaging and simple instructions.
Save the heavy “no” message for the core problematic materials.
Build awareness, understanding, and
trigger behavior. 3, 2, 1.
Coupling awareness messaging and triggers with
very specific resident feedback at the curb.
Create common lists of materials – clear and consistent.
A modern look and feel that focuses
on positive feelings and norm setting.
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UNDERSTANDING
AWARENESS 1550
RECYCLE“For more info...”
HOW TO RECYCLE MOST COMMON ITEMSCategories of 3-5 “yes”/ 3 “no”Simple Instruction, set out“For more info…”
RECYCLING FAQsEasy to find “yes” and “no”Non curbside: drop off, HHW, electronics, textiles, etc
Bus Ad, Billboard,
Postcard, Magnet, Some Ads, IML,
Oops Tag
Website
COMMUNICATING THE RIGHT THING AT THE RIGHT TIME
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Campaign Message and Brand Energetic, relatable, “recycling is a part of life”
THE CAMPAIGN
Brand
Modular Elements
Creative Direction
Component Templates
Operational Elements
Campaign Message and BrandCampaign Message and Brand
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Campaign Message and Brand
ELEMENTSMaterial Images & Icons
Yes/NoElectronics /ComputersClothing / household goods FurnitureLatex paintPrescription medsHHW /Florescent lightsScrap tiresPropane tanksTanglersNeedles Plastic bagsShredded paper
Library of images and icons accepted and unaccepted materials.
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Campaign Message and Brand
ELEMENTS
Editable files for awareness messaging and operational messaging
Key 3Curbside• Rejection notice (with Thank
You + Reminder + SOP)• Info card / Magnet• Material-specific pieces
Do 2 BillboardBus Ad (exterior/interior)Collection CalendarHandoutPledge CardPop-Up BannerPrint AdRobocall ScriptSocial Media PostsTruck SignageVideos
The OneWebsite
Drop-Off• Signage• Handouts on-site• Attendants
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SOPs / Operational
ELEMENTSCurb BehaviorSOPs for curbside material monitoring
DriversTraining kit with video
MRF RelationsMRF material surveySample RFP languageSample contract languageSuggested protocols for downgrading and rejecting loadsSuggested procedures for MRFs to report contamination
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JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV
Develop
Partner & Pilot
Measure & Test
State Grant Round (?)
Finalize/Implement
Timeline
RECYCLINGPARTNERSHIP.ORGRECYCLINGPARTNERSHIP.ORG
Partner & Pilot
Measure & Test
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV
Develop
State Grant Round (?)
Finalize / Implement
webinar webinar webinarReport Results
Timeline
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Pilot & Test Big Metrics• % change in overall contamination
on routes (DSM study)• % change in specific materials
on routes (DSM study)• % change in overall contamination
from town – MRF audit• Impact on set-out rates on routes• Impact on recovery rate on routes
(DSM study)
At the Curb• Change in tag use over course of pilot? • Effectiveness of tags? • Effectiveness of positive reinforcement?• Resident awareness of communications?
West Springfield
Needham
Lowell
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Implementation
THE GUIDE
Self Assessment
Guiding Principles
Creative Direction
Component Templates
Operational Elements
Pilot Data and Case Studies