Task 1.2: WM RightCycle Mobile App. Promotion Plan. King County RSA

Transcription

1 Task 1.2: WM RightCycle Mobile App Promotion Plan King County RSA 2017 Prepared for: Joel Kohlstedt Education & Outreach Coordinator Pacific Northwest Area Waste Management December 2017

2 Overview Waste Management has entered into a two-year agreement with King County to promote recycling among WM customers in the WUTC (Washington Utilities and Transportation Commission) areas. The Recycling and Commodity Revenue Sharing Plan (RSA) between King County and Waste Management has been developed with the express intent of increasing recycling in King County. The agreement includes a variety of tasks including Task 1.2, a campaign designed to promote the release of WM s RightCycle mobile app and widget. Background In order to help customers who live in the WUTC areas of King County choose the right bins for waste, Waste Management launched the WM RightCycle mobile app and website widget in 2017, and executed a promotion campaign that encouraged customers to download the app or visit the widget online. The app/widget serves as a one-stop resource that helps Waste Management customers access recycling information easily and on-the-go. UTC residents are able to use the app/widget to get more information about recycling and use a searchable database of items with recycling instructions, as well as play a sorting game that tests user knowledge about what goes where. This campaign s call to action encourages customers to download the WM RightCycle app for iphone or Android or try it at wmnorthwest.com/kingcounty. The WM RightCycle promotional campaign included the following elements: A direct mail campaign that announced the launch of the app/widget, described the benefits/functionality, and provided sign-up details Distributing a customized HTML to the WM Foodcycler list participants Direct mail and campaigns were supported by a giveaway promotion featuring a custom drink tumbler Digital advertising using short video ads geo-targeted at King County UTC customers Website placement and formatting for the WM RightCycle widget Community outreach events with educational booths at community hubs in UTC areas A script for call center employees to use that encourages customers to download the app or visit the website to try the widget. Implementation Direct Mail Postcard WM developed a direct mail postcard that was sent to all WM WUTC customers in King County. This postcard announced the launch of the app/widget, described the benefits/functionality, and provided sign up details for customers to download the WM RightCycle app and locate the WM RightCycle widget at wmnorthwest.com/kingcounty. 2

3 The same postcard was also adjusted slightly to serve as a handout at community events. In total, 41,630 postcards were produced and mailed to customers in the King County WUTC area. POSTCARD FRONT POSTCARD BACK Foodcycler participant WM used the creative assets designed for the direct mailer to create a special HTML that was sent to the Waste Management FoodCycler list participants who have previously provided their address by taking the FoodCycler pledge. The was distributed to 2,280 subscribers in King County, and had an open rate of 37 percent, which is 12 percent higher than industry average of 25 percent. 3

4 Download incentive In order to incentivize signups, both the direct mail postcard and Foodcycler were supported by a giveaway promotion featuring a custom drink tumbler with the WM RightCycle logo. WM promoted in the materials that the first 200 customers in King County to download the app, would receive the free tumbler. Within the first few days of the and postcard being distributed, there were more than 1,200 giveaway entries from WM customers who had downloaded the app and filled out the contest entry form. WM had to close the contest before the expected December 1, 2017 end date. Digital Advertising By using digital advertising channels for this campaign, WM was able to cost-effectively geo-target messages to King County UTC zip codes that had a high number of WM customers (500 or more). The campaign used a short :15 video that introduced the app/widget and directed viewers to download the app from the Google Play or Apple App store. The video ads ran for six weeks from November 1 until December 10 on YouTube and its partner network (pre-roll ads), as well as on Facebook and Pandora. Additionally, the video was used in a video ad campaign using ad exchanges, which serve the ad across a network of thousands of websites, via desktop, tablet and mobile, and targeted to WM/King County UTC customer zip codes. WM used the vendor NW Media Partners to implement and optimize the ad exchange/network campaign. Lastly, in addition to the video ads, WM created a series of animated and static banner ads that also ran on the ad networks targeted to UTC customers. Note: the Facebook video ad campaign was run through the King County Recycle More. It s Easy To Do. Facebook page because WM does not have King County-specific Facebook page. The total budget allocated for the advertising campaign in King County was $17,227. The digital advertising campaign garnered over 1.7 million impressions, 394,167 video views, and 8,772 ad click-throughs. A full breakdown of results is included in Appendix C. Click here to watch: 4

5 Advertising Budget Cost Breakdown and Results Channel Budget Allocation Impressions Video Views Clicks CPM (cost per 1K impressions) Facebook $2, ,298 8,293 4,712 $8.93 YouTube & Google Partner Network NW Media Partners (Ad Networks) $5, ,889 66, $11.12 $7, , ,600 2,969 $7.92 Pandora $1,892 73,158 73, $25.86 Totals $17,227 1,772, ,167 8,772 $9.72 Website Content Using the visual concept created for the digital mailer, WM embedded the widget-version of the WM RightCycle Waste Wizard on a series of wmnorthwest.com web pages so visitors can easily type in the material they want to know how to dispose of. The widget is accompanied by a graphic that promotes the WM RightCycle app and provides links for users to download the app to their mobile phone. The widget was placed on wmnorthwest.com/kingcounty, wmnorthwest.com/nkingcounty/ and wmnorthwest.com/skingcounty/. The widget was also placed on its own dedicated mobile-friendly web page, so that WM could link all the digital ads to a mobile-friendly page. This page can be found here: 5

6 Website Traffic Results Over the course of the campaign, this page dedicated to King County s WM RightCycle widget had 10,533 page views in November and 2,581 in December (the campaign ran until December 10), for a total of 13,114 views. Call Center Sign-ups WM created a script that was distributed and used to train WM call center staff to include mentions of the new app and widget in WUTC customer service calls and provided customers with instructions for how to download. Community Outreach The community outreach strategy supplemented the broad-based outreach from the direct mail and digital advertising campaigns. This tactic involved an educational, interactive booth at local events and community hubs near and in UTC areas. These outreach events took place in December and were a great way to engage with customers and introduce them to the WM RightCycle app. At the booth, WM outreach staff used a tablet to guide customers through the WM RightCycle app, answering any questions and giving examples of how WM RightCycle would help them find the right bin for waste. Along with direct engagement with booth staff and the interactive game, visitors who downloaded the WM RightCycle app or demonstrated that it was on their phone already were awarded with a custom drink tumbler. 6

7 OUTREACH EVENT RESULTS Date Event Location Face-to-Face Contacts Tumblers Distributed 12/2/17 Woodinville Winterfest Woodinville, WA /3/17 McLendon Hardware 12/9/17 True Value Hardware White Center, WA Duvall, WA Campaign Results CAMPAIGN RESULTS (Nov. 1 Dec. 28) WM RightCycle app downloads 7,676 Android downloads 2,819 ios downloads 4,857 App user sessions 13,777 Widget views from King County WUTC area 18,757 Items viewed through widget searching 24,453 Sorting game plays 2,629 7

8 Completed games 1,416 Certificates printed 271 Average game completion 30:16 Popular materials searched: Plastic pill bottles (200 hits) Milk cartons (165 hits) Plastic utensils (150 hits) Plastic plates (148 hits) Plastic cleaner bottles (141 hits) Popular streams: Curbside Garbage (1,193 hits) Curbside Compost (1,073 hits) Curbside Recycling (880 hits) Popular Depots Factoria HHW Drop-off Site (29 hits) Wastemobile (28 hits) North Seattle HHW Facility (15 hits) Top Suggested Items: Bubble wrap (31 searches) Egg carton (24 searches) Plastic (20 searches) App Rating: 3.6 out of 5 stars Customer Comments: Quite helpful! Solves household debates in a flash! Very handy to figure out what is recyclable, compostable, etc. I have been throwing out my milk cartons based on erroneous assumptions, and now will be sure to recycle them! I'm looking forward to reducing my trash even further. I only downloaded for the free mug, but actually found it useful and interesting. I'm a little ashamed at some of the things I thought were recyclable. Now that I have the app, I can recycle the flier on my fridge as this app is more convenient. 8

9 Evaluation Lessons Learned /Recommendations - Waste Management s customers LOVE free swag. We were anticipating that 200 drink tumblers would be an adequate incentive number to generate interest in the app, but received over 1,200 entries in the first weekend that the contest was open. If promotions like this are done in the future, be aware that the incentive was well received through direct mail and the Foodcycler list, and dramatically increased downloads of the app. Consider increasing the amount of incentives available to customers. - In regards to advertising, NW Media Partners and Pandora provided the most cost-efficient video views. Facebook was the least expensive for generating clicks and had the highest engagement. o The Facebook video ad campaign tested three different ad copy versions. The best performing ad copy of the three options was Always know which bin is the right bin with the WM RightCycle App. Take the guesswork out of recycling and composting! - Some customers have had trouble finding the specific item they are wondering about because of exclusive search terms. Continue to monitor the WM RightCycle dashboard for items that customers are searching for, and for what they are requesting be added to the app. Update the app at least monthly. - Promoting the WM RightCycle app is a natural fit for one-to-one community outreach. People were interested to see how they could look up items and how to dispose of them. It s recommended that WM promote and demo the WM RightCycle app/widget at future community events. 9

10 Appendix A: Call Center Script and Talking Points WM RightCycle App Information for Customer Service Staff Background on WM RightCycle App: Waste Management Northwest is introducing a mobile app called WM RightCycle with the goal of helping King County and Snohomish County customers in unincorporated areas to properly recycle and compost curbside. This app is only being promoted to customers in these areas at this time. The app is available for download from the App Store (ios devices/iphones) and from Google Play (Android devices). Customers can also access the app s lookup tool and waste sorting game by going to the following web pages: o o Customers can use WM RightCycle to search for hundreds of items and get a simple answer for whether the item should be recycled, composted, or put in the garbage. There is also a fun game in the app called Sort it Out that is geared toward educating kids about proper waste disposal. To introduce the WM RightCycle app to its customers, we are running an awareness campaign in November and early December. It includes an online ad campaign, community events, and residents may receive a postcard in their mail promoting the app. The postcards will be received by residents in early and mid-november. The campaign postcard offers an incentive of a custom WM coffee tumbler to the first 400 customers who download the app (200 in King County and 200 in Snohomish County) before December 1. The entry form for the free coffee tumbler can be found within the app on the customer s device once it is downloaded. If needed, official contest rules are on page 2. These rules are also posted within the app. The first 400 people to download will be notified by December 8 and their coffee tumbler will be mailed to their home by December 31, Talking Points: Waste Management has a new app called WM RightCycle that makes it easy for customers in unincorporated areas of King and Snohomish County to know what goes where recycle bin, compost bin or garbage. Currently, the content for this app only applies to customers who live in unincorporated areas in King and Snohomish County. Additional content for other areas may be rolled out in the future. You can use the WM RightCycle app to search through hundreds of items on your phone and easily see if they should be recycled, composted, or put in the garbage. To download the app, search for WM RightCycle in the App Store for iphones or Google Play for Android phones. You can also try it out on our website at wmnorthwest.com/snohomishcounty or wmnorthwest.com/kingcounty. 10

11 Appendix B: App Creative 11

12 Appendix C: Advertising Campaign Results DIGITAL TRACKING Impressions Cost CPM Video Views CPV Clicks CTR CPC Facebook total 333,298 $2,975 $8.93 8,293 $0.36 4, % $0.63 Always Know 181,130 $1,705 $9.41 5,060 $0.34 2, % $0.63 Guesswork 114,985 $931 $8.10 2,222 $0.42 1, % $0.56 Recyclable? 37,183 $339 $9.12 1,011 $ % $0.94 YouTube/Google total 481,889 $5,360 $ ,116 $ % $8.80 YouTube 230,324 $4,910 $ ,116 $ % $20.63 Display 251,565 $450 $ % $1.21 NW Media Partners total 883,914 $7,000 $ ,600 $0.02 2, % $2.36 Banner 535,201 $2,000 $ % $2.06 Video 348,713 $5,000 $ ,600 $0.02 1, % $2.50 Pandora total 73,158 $1,892 $ ,158 $ % $3.93 Total: 1,772,259 $17,227 $ ,167 $0.04 8, % $1.96 Media term definitions: Impressions: the number of times the ad was served to someone. Video View: total times the video was watched in full. CPV: Cost Per View, cost to generate 1 view. CTR: Click Through Rate; % of impressions that were clicked on. CPC: Cost Per Click; cost to generate 1 click. Based on total cost divided by quantity of clicks. CPM: Cost Per Thousand; cost to advertise to 1 thousand people. Clicks: the number of times the ad was clicked on. 12

13 Facebook Ad Campaign Recap: Always know which bin: Best performing ad out of the three - Reach (unique views): 50,856 - Video views: 34,757 (3s or more); 5,060 (10s or more) - 19 interactions (likes, comments, shares) - 2,690 link clicks Take the guesswork out: - Reach (unique views): 34,545 - Video views: 15,219 (3s or more); 2,222 (10s or more) - 16 interactions (likes, comments, shares) - 1,663 clicks 13

14 Recyclable? Compostable? Garbage?: - Reach (unique views): 16,783 - Video views: 6,085 (3s or more); 1,011 (10s or more) - 12 interactions (likes, comments, shares) clicks 14