Enhanced Kerbside Rubbish & Recycling Collection Project

Transcription

1 Enhanced Kerbside Rubbish & Recycling Collection Project Draft Communications and Marketing Plan P a g e

2 Table of Contents Draft Communications and Marketing Plan Objectives of the enhanced service... 4 The enhanced service Weekly rubbish bag collection remains the same New fortnightly recycling service... 4 Key dates... 4 Brand... 5 Sample brand concepts... 6 Communications and marketing objectives Phase 1: Pre-service (June July) Phase 2: Bin delivery (July - September) - Roll-out occurs 29 July - 22 September Phase 3: Service implementation (September - October) - Service starts from 14 October Phase 4: Maintenance and behaviour change reinforcement (November February 2014) Target markets and key messages Phase 1: Pre-service (June - July) Primary targets: Users of the service and key influencers Phase 2: Bin implementation (July - September) Primary targets: Users of the service and key influencers Phase 3: Service implementation (September - October) Primary targets: Users of the service and key influencers Phase 4: Maintenance and behaviour change reinforcement (November February 2014) Primary targets: Users of the service and key influencers Communications and marketing tactics Global tactics and resources - shared by all three councils Campaign website Kerbside handbook Template letters and advertisements Radio ad script templates Development of consistent FAQs "Youtube" TVC Wheelie Bin "Sticker" Txt Alert Service Budgets for "global tactics" P a g e

3 Individual council tactics Kerbside schedules - 6 months Council websites Social media Radio ads Newspaper ads Customer Services Training Displays Web banner ads and website advertising Budgets for individual tactics Media schedules P a g e

4 Objectives of the enhanced service Summarised from the Waste Minimisation and Management Strategy adopted by the three partner councils in To reduce waste going to landfill by providing an enhanced kerbside rubbish and recycling service 2. To reduce rubbish and recycling costs to ratepayers through the implementation of a shared service between the three partner councils The enhanced service This section describes the enhanced kerbside rubbish and recycling service. 1. Weekly rubbish bag collection remains the same Same bags and same process to receive/buy bags for each District Pick-up days are likely to change 2. New fortnightly recycling service Use of existing council recycling crates for: a. Glass bottle recycling (all colours) New recycling wheelie bin (240L) introduced for: a. Paper b. Plastics (1-7) c. Tin cans d. Cardboard Key dates 29 July - 22 Sep: Bin deliveries From 14 October: Service begins 4 P a g e

5 Brand The joint-solid waste contract is an excellent example of council's cooperating on joint contracts and shared services which has resulted in an enhanced service and a lower cost. It is important therefore, that all three council logos be used at all times on all collateral in logo form or as a 'text treatment' if logos cannot be used because of sizing issues. Rather than create a new brand or logo for a marketing campaign, which is meaningless and will require significant explanation, it is proposed to adopt the national framework for recycling provided by the Ministry for the Environment (MfE) as the call to action "brand". Also, given the three council's cannot easily be described in terms of meaningful geographic boundaries (i.e. "Eastern Waikato" is not well-understood); it also makes sense to adopt the MfE "Love NZ Brand" for this reason. This national brand framework can be used to encourage kerbside service users to divert fewer resources to landfill and to also encourage users to prepare recycling correctly. When referencing the service: "Enhanced Kerbside Refuse and Recycling Service" or "Kerbside Refuse and Recycling Service" 5 P a g e

6 Sample brand concepts Figure 1: Wheelie bin main brand 6 P a g e

7 Figure 2: Wheelie bin outside lid 7 P a g e

8 Figure 3: Wheelie bin inside lid 8 P a g e

9 Figure 4: Truck concept: The 0800 number needs to have an option to speak to the three different council's customer service representatives (Smart Environmental should receive RFS calls from the councils - not direct with the customer) 9 P a g e

10 Communications and marketing objectives The communications and marketing objectives for this campaign can be split into three general phases. Phase 1: Pre-service (June July) To ensure all residents, ratepayers and businesses: 1. Are aware of the enhanced service and how it will operate 2. Are aware of how and when the enhanced service will be introduced 3. Understand why the enhanced service is being introduced 4. Understand the benefits of the new service Phase 2: Bin delivery (July - September) - Roll-out occurs 29 July - 22 September To ensure all residents and businesses: 1. Know when the new wheelie bin will arrive 2. Know when the enhanced service begins 3. Understand what items can and cannot be recycled 4. Understand how to prepare recycling for collection and the different use of the two recycling receptacles 5. Understand what can and cannot be put in the rubbish bag 6. Know how to find out more information Phase 3: Service implementation (September - October) - Service starts from 14 October To ensure all residents and businesses: 1. Know when the enhanced service begins 2. Understand what items can and cannot be recycled 3. Understand how to prepare recycling for collection and the different use of the two recycling receptacles 4. Understand what can and cannot be put in the rubbish bag 5. Know how to find out more information Phase 4: Maintenance and behaviour change reinforcement (November February 2014) To ensure all residents and businesses: 1. Know when to put out their rubbish bags and recycling receptacles 2. Know why they should be recycling 3. Understand the benefits of the new service to increase recycling volumes 4. Understand what items can and cannot be recycled 5. Understand how to prepare recycling for collection and the different use of the two recycling receptacles 6. Understand what can and cannot be put in the rubbish bag 7. Know how to find out more information 10 P a g e

11 Target markets and key messages The following section describes the high level key messages for each phase of the roll-out. The key in the early stages of the campaign and roll-out is to focus on the logistics for implementation and keep the majority of the sustainability/environmental messages to phase 3. Given people don't like change (generally), we need to ensure we are focusing on the roll-out and the details involving change to the actual service, before complicating the campaign with 'phase 3' messages too early on. Phase 1: Pre-service (June - July) This phase focuses on very high-level messages around the introduction of a new service, the reasons why it's being introduced and the savings created by the partner councils working together to create a shared service. Primary targets: Users of the service and key influencers Residents Non-residents (holiday-home owners) Iwi Business owners/workers Media Council staff, esp. customer service representatives Schools/Teachers Community Groups Elected members & MPs Landlords & Property Managers High-level key messages 1. An enhanced Kerbside Rubbish and Recycling service is being introduced in mid-october for the residents and businesses of the Hauraki, Matamata-Piako and Thames-Coromandel Districts with enhanced recycling services to reduce rubbish going to landfill 2. The Hauraki, Matamata-Piako and Thames-Coromandel District Councils have worked together to save ratepayers $XXX over ten years 3. Find out more at or call us on 0800 XXX XXX Operational key messages 1. A weekly rubbish bag collection service remains unchanged - some users will have a different pick-up day 2. There is no change to how residents and businesses currently receive/buy their rubbish bags 3. A fortnightly wheelie bin service is being introduced to collect paper, tin cans, cardboard and plastics for recycling 4. The current recycling crates are to be used for a new fortnightly collection of glass bottles for recycling 5. The enhanced service will be implemented from mid- October P a g e

12 Secondary targets Property owners who are not residents or users of the service Government sector MPs LGNZ and LG sector Environmental Groups High-level key messages 1. An enhanced Kerbside Rubbish and Recycling service is being introduced in mid-october for the residents and businesses of the Hauraki, Matamata-Piako and Thames-Coromandel Districts with improved recycling services to reduce rubbish going to landfill 2. Find out more at or call us on 0800 XXX XXX 3. The Hauraki, Matamata-Piako and Thames-Coromandel District Councils have worked together to save ratepayers $XXX over ten years 4. The service is a good example of councils working together to provide shared services, which has reduced rates and provides enhanced services. 12 P a g e

13 Phase 2: Bin implementation (July - September) This phase requires much more detail for key target demographics to ensure users know EXACTLY the when, the new wheelie bin will arrive. Primary targets: Users of the service and key influencers Residents Non-residents (holiday-home owners) Iwi Business owners/workers Media Council staff, esp. customer service representatives Elected members Landlords & Property Managers High-level key message 1. Your new wheelie bin will arrive on XXXXXX. 2. An enhanced Kerbside Rubbish and Recycling service will start in mid-october; please don't use your bin until the new service begins. 3. Find out more at or call us on 0800 XXX XXX Operational key messages 1. A weekly rubbish bag collection service remains - some users have a different pick-up day 2. There is no change to how residents and businesses receive/buy their rubbish bags 3. The fortnightly wheelie bin is used for collected paper, tin cans, cardboard and plastics (1-7) for recycling. 4. Your current recycling crate is to be used for a new fortnightly collection of glass bottles (all colours) for recycling 5. It's easy to separate and clean your tins and bottles before recycling them 6. The following items cannot be recycled...and need to be taken to your nearest Refuse Transfer Station. 7. The following items cannot be placed in the rubbish bag...and need to be taken to your nearest Refuse Transfer Station 13 P a g e

14 Phase 3: Service implementation (September - October) This phase requires much more detail for key target demographics to ensure users know EXACTLY the when, what and how of the new service. Particular attention needs to be given to defining "week 1" and "week 2" cycles and changes to rubbish collection days. Primary targets: Users of the service and key influencers Residents Non-residents (holiday-home owners) Iwi Business owners/workers Media Council staff, esp. customer service representatives Elected members Landlords & Property Managers High-level key message 1. An enhanced Kerbside Rubbish and Recycling service is being introduced in mid-october for the residents and businesses of the Hauraki, Matamata-Piako and Thames-Coromandel Districts with enhanced recycling services to reduce rubbish going to landfill. 2. Find out more at or call us on 0800 XXX XXX Operational key messages 1. A weekly rubbish bag collection service remains - some users have a different pick-up day 2. There is no change to how residents and businesses receive/buy their rubbish bags 3. The fortnightly wheelie bin is used for collected paper, tin cans, cardboard and plastics (1-7) for recycling. 4. Your current recycling crate is to be used for a new fortnightly collection of glass bottles (all colours) for recycling 5. It's easy to separate and clean your tins and bottles before recycling them 6. The following items cannot be recycled...and need to be taken to your nearest Refuse Transfer Station. 7. The following items cannot be placed in the rubbish bag...and need to be taken to your nearest Refuse Transfer Station 14 P a g e

15 8. The enhanced service will be implemented from: (with maps and definitions of 'week 1' and 'week 2' outlining when bags and recycling will be collected) a. Monday XX October 2013 in the Hauraki District b. Monday XX October 2013 in the Matamata-Piako District c. Monday XX October 2013 in the Thames-Coromandel District 15 P a g e

16 Phase 4: Maintenance and behaviour change reinforcement (November February 2014) Now that the service has been rolled out, the key messages change for this phase to emphasis more behaviour change requirements around increasing recycling and improving recycling quality. Primary targets: Users of the service and key influencers Residents Non-residents (holiday-home owners) Iwi Business owners/workers Media Landlords & Property Managers Schools High-level key message 1. Please recycle all your plastics, tin, paper and glass and help us keep our part of New Zealand clean and green. 2. Recycling saves you money (For TCDC where you have to buy rubbish bags) Operational key messages 1. It's easy to separate and clean your tins and bottles before recycling them 2. The following items cannot be recycled...and need to be taken to your nearest Refuse Transfer Station. 3. The following items cannot be placed in the rubbish bag...and need to be taken to your nearest Refuse Transfer Station 4. Your fortnightly wheelie bin is used for collected paper, tin cans, cardboard and plastics (1-7) for recycling. 5. Your current recycling crate is used for a new fortnightly collection of glass bottles (all colours) for recycling 6. Please visit or call us on 0800 XXX XXX to find out when your rubbish and recycling is being collected 16 P a g e

17 Communications and marketing tactics Global tactics and resources - shared by all three councils Campaign website The establishment of a "3-council" web portal will promote the high-level strategic and operational messages, before directing visitors to their respective council websites for specific district-related and householder detail. A single domain name is also less confusing for the public for a joint-promotion. Kerbside handbook A complete guide to all things 'kerbside' for delivery with all wheelie bins, available at all service centres, libraries etc. The Councils will design and print this document (with funding or part-funding from Smart Environmental). Template letters and advertisements For customisation by individual councils for specific district communications. Template letters and advertisements will ensure consistency of message and brand. Radio ad script templates For customisation by individual councils for specific communications. Template scripts will ensure consistency of message and brand. Development of consistent FAQs For use by all councils to answer questions relating to the enhanced service. Individual councils will also require specific FAQs developed. "Youtube" TVC Development of 30 second, 60 sec and 2-3 minute promotional TVC for use on multiple digital platforms, reinforcing key messages. Wheelie Bin "Sticker" A sticker applied to the lid of the new wheelie bins marketing the campaign domain and detailing the date of the first collection pick-up for that bin. Txt Alert Service Establishment of a segmented txt alert service for alerts relating to the delivery of the bins and service implementation. Budgets for "global tactics" The only tactics that cannot be absorbed within existing overheads are the Handbook and Wheelie Bin Tactic Budget Funder?? Handbook (40,000) $20,000 - $25,000? Wheelie Bin Sticker (over-lid) $5,000? 17 P a g e

18 Individual council tactics The following tactics need to be developed, booked and deployed by individual councils, using 'global' templates where appropriate. All schedules and content should be approved by the project team before implementation. Kerbside schedules - 6 months A handy "DL" sized 6-month schedule for individual households outlining when the rubbish and recycling service will start and what dates rubbish bags, crates and wheelie bins will be picked up. This should be a fridge magnet so that it stays in a prominent place in residents households. Council websites Each Council will develop specific content related to their users. Social media Individual councils should use their social media channels to promote the phases and associated key messages. Radio ads Individual councils should be booking and using local radio stations to reinforce key messages during the rollout and implementation. Where media reach crosses district's boundaries, the content should include all three council's messages to avoid confusion and duplication. Newspaper ads Individual councils should be booking and using local newspapers to reinforce key messages during the roll-out and implementation. Where media reach crosses district's boundaries, the content should include all three council's messages to avoid confusion and duplication. Customer Services Training Solid Waste Officers from each member council can train relevant council staff in workshops held at individual council premises Displays Mock displays and information to be set up in Service Centres, Libraries, Malls and outside shops with highfoot traffic areas Web banner ads and website advertising For use on websites to direct web traffic to the campaign portal Budgets for individual tactics Councils have responsibility to fund their own individual campaigns to complement the "global tactics" using shared resources, content and templates where possible. 18 P a g e

19 Media schedules To be developed once the Communications and Marketing Plan & Project Plan has been reviewed. This section will include a joint-media schedule that coordinates all media bookings to ensure the overall project is well managed. 19 P a g e