Using Strategic Planning to Increase Resident Engagement. A Recycle Coach Webinar Barbara McConnell, APR Wednesday, April 20, 2016

Transcription

1 Using Strategic Planning to Increase Resident Engagement A Recycle Coach Webinar Barbara McConnell, APR Wednesday, April 20, 2016

2 Welcome & Introductions Barbara McConnell, APR Has worked as a communication specialist for municipal solid waste management Strategic planning Program design Tactical planning and implementation Measurement and monitoring Evaluation President McConnell Weaver Strategic Communication Communication Coach for Recycle Coach

3 This Webinar Series of 4 Strategic Communication Planning Webinars 1. April 20, May 18, October 19, November 23, 2016 Today: 1. Connecting with residents; segmenting our audience 2. Building pathways to reach them; helping them be better recyclers 3. Mix of communication tools; what to use

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5 About Municipal Media Founded in 2001 Headquartered in Toronto Created RecyclingCalendars.com Launched my-waste App in 2011 Launched my-waste website plug-in widget in 2014 Launched Recycle Coach in 2016

6 RecycleCoach.com

7 Connecting with Residents By providing engaging information in channels they prefer and use.

8 Know your Community And its demographic characteristics.

9 Monitoring and Measuring Questions 1. Which recyclables are in the trash; what trash is in the recyclables? Answer audits tells you what but not why 2. What is the recycling IQ of your residents? Answer empirical research tells you which demographic is doing what 3. Are you reaching your residents? Answer understand how our residents prefer to get and search for information

10 Input to Strategic Planning Waste & Recycling Composition Periodic Audits Recycling IQ & Behavior Benchmarking and tracking qualitative and quantitative research Demographics Understanding who lives in the community

11 Demographics - Where is the Information US Census Bureau/Stats Canada Municipal planning departments Qualitative and quantitative research benchmarking and tracking every few years

12 Key Information Age Demography Millennials/GenX/Boomer s Age

13 Why Knowing Your Demographics is Important Percentages vary more examples Florida has the highest percentage of people aged 65+ at 19% Alaska has the lowest aged 65+ at 9.4% Sumter, Florida has a 65+ population of 53% Chattahoochee, Georgia has a 65+ population of 4%

14 Each generational layer consumes and searches for information in different ways.

15 Understanding how different generations access and search for information dictates how we make strategic decisions on which communication channels to choose to reach those demographics.

16 Challenge Multi-generational Audience? Silent pre 1946 Boomers Outreach Communication Gen X Millennials

17 Boomer (and older Gen Xers)Traits 75M in the US; 10M in CA (huge percent of population) Affluent, large disposable incomes, generate waste, but recycle Watch TV on TV Tech savvy and spend comparable time online 1 Goes to internet to find information 2, nearly 80% 3 regularly use internet Use computer; less than half use smartphones to access info online 96% use search engine 95% use 1 - Google Ipsos survey 2 - DMN3 survey: Pamela Lockard 3 - Forbes

18 Boomers Traits Do use social media but in a different way Fastest growing groups on social media 1 As develop social media strategies for boomers, be aware that while 20 year olds are posting photos of their night out on Instagram or Snapchat, boomers are more likely posting photos of their new grandchild or their new RV on Facebook. It s the more traditional venues such as Facebook and Twitter that boomers use, so keep your focus there. 2 1 Forrester Research 2 - Steve Olenski, Forbes

19 Boomer Recycling Habits Started recycling as adults 48% say always recycle 60% say they believe recycling is important to save landfill space One quarter admit they don t always know what to do with packaging materials Harris Poll: America's Attitudes and Opinions about Recycling 2014

20 6 Tips to Engage Boomers & Older Gen Xers 1. Communicate re new packaging materials 2. Use direct mail, print, TV, radio to drive them to search online 3. Use to connect but don t forget the power of the telephone still want to pick up the phone and connect with people, ask questions 4. Design web to provide easy-to-access, easy-to-find answers 5. Messaging such as you re important and we need you most effective at engaging 6. Community outreach: through personalized communication channels including, interactive tactics like special events and recognition programs

21 Millennials and Younger Gen Xers Becoming most important generation largest in US & world history* Will have huge buying power - estimated to be $20B annually by 2017* With buying power comes solid waste generation Bundle everything Mobility centre of their universe *Micah Solomon: 2013 is the Year of the Millennial Customer: 5 Traits These 80 Million Consumers Share

22 Millennials Trait - Connected Mobility closest to their hearts 4 of 5 sleep with/next to their smartphones Rather text than talk Own more cellphones; likely use only cell 41% have no landlines 2Xs more likely to use mobile devices to access internet for information Don t read newspapers, generally don t watch TV on a TV Sources: Pew Research; Micah Solomon: 2015 is the Year of the Millennial Customer, Forbes

23 Millennials Trait Very Social Their social lives online are as expressive as IRL (in real life!) Less Facebook MORE Instagram, Snapchat, etc. AND.. They like spending time with family! Source: Boston Consulting Group

24 Millennial Recycling Habits 33% say they always recycle 45% say recycling is critical to saving landfill space 67% say if recycling wasn t easy to do they wouldn t bother 33% admit they are not always sure what is recyclable Harris Poll: America's Attitudes and Opinions about Recycling 2014

25 5 Tips for Engaging Millennials & Younger Gen Xers 1. Expand use of social media to their channels 2. Ensure website displays for mobile 3. Offer access to the right information quickly 4. Develop connections ask for their ideas and show you value them (civic participation) 5. Make the connection fun and adventurous

26 About Recycle Coach Building Better Recyclers Better designs Better information Better recyclers

27 Successful Recycling Successful recycling education can best be achieved working at a local level, engaging and motivating residents of all ages by providing information through interactive opportunities meaningful to their lives and their communities. - Creighton Hooper, President and CEO, Municipal Media

28 Next webinar Wednesday, May 18 Barbara McConnell, APR Julie Huang John MacDonald Territory Sales Manager T: ext.119 E: