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Promotional Strategies Webinar Presentation January 21, 2014.

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Presentation on theme: "Promotional Strategies Webinar Presentation January 21, 2014."— Presentation transcript:

1 Promotional Strategies Webinar Presentation January 21, 2014

2 Webinar Agenda Coordinator Presentations: University of Maryland - Video Contest Oregon State University - Caught Green-Handed Virginia Tech - Caught Green Handed (Social Media Focus) Saint Louis University - Green Game University of Ottawa - Waste Bucket Challenge Resources Available to Schools Strategy & Messaging Tips

3 Partners Sponsors Organizers RecycleMania, Inc.

4 Green Game 2014

5 $30,000 grant from the St. Louis-Jefferson Solid Waste Management District Facilities Services Chaifetz Center for Sustainability Familiar SLU Blue entrance containers converted to recycling BigBelly Solar compactors placed outside at each entrance Concession signage to educate patrons (designed by Marcom) Concourse & Event Suites Bins Over 14 tons of recycling has been diverted from landfills this fiscal year. Chaifetz Recycling Refresh

6 RecycleMania 2014 Planning Efforts 1 month of planning Planning Efforts 1 month of planning Partnerships Facilities Services, Sodexo (food services), Global Spectrum (arena operators), & Athletics Partnerships Facilities Services, Sodexo (food services), Global Spectrum (arena operators), & Athletics Promotion Press Release Radio Spots Digital Screens Having a good Basketball team! Promotion Press Release Radio Spots Digital Screens Having a good Basketball team!

7 RecycleMania 2014 Volunteers Student “Green Ambassadors” Collected recycling during pre-game, media timeouts, half-time Staffing info table Volunteers Student “Green Ambassadors” Collected recycling during pre-game, media timeouts, half-time Staffing info table Green Game (National Ranking) Diversion Rate: 21% (22 nd /25) Per Capita: 0.15 Lbs (11 th /29) Green Game (National Ranking) Diversion Rate: 21% (22 nd /25) Per Capita: 0.15 Lbs (11 th /29) Total Fiscal Year 14

8 Lessons for next time Organized tasks into “Start” “Stop” “Keep” Keep Announcement about the collection at each timeout Shoe Collection Pre-game training Bright Green Shirts Start Plan early! Set a date as early as possible Staff the dumpster or take the recycling directly to it Procurement Choices: T-Shirt & Food Stop Can do it without as many volunteers & giveaway items Organized tasks into “Start” “Stop” “Keep” Keep Announcement about the collection at each timeout Shoe Collection Pre-game training Bright Green Shirts Start Plan early! Set a date as early as possible Staff the dumpster or take the recycling directly to it Procurement Choices: T-Shirt & Food Stop Can do it without as many volunteers & giveaway items 2 nd Annual Green Game 6pm

9 Connecting with SLUstainability

10 Get Caught Green-Handed: Overview from Oregon State University Andrea Norris, Marketing & Development Coordinator OSU Materials Management

11 What Did It Look Like? “Green” acts: Mostly reusable mugs, bottles or utensils Steps Find people from a distance “Catch” and explain Offer prize Ask to post their photo on Facebook

12 Who Done It? Timeline Jan: Started acquiring prizes Feb: Started scheduling people and locations March: Implemented over 1 week Organizations Organized by the student organization responsible for most RecycleMania events and marketing at OSU Worked with Dining and Athletics for some of the prizes People-Power 5 “outings,” most w/ teams of 3 for ~2 hours Plus Eco-Reps in their halls Each outing led by different person

13 How’d We Spread the Word? Advertised along with other RecycleMania events No other special advertising Kept locations and times a surprise

14 How’d We Do? Results Caught 77 people Generated a lot of Facebook buzz Album at Volunteers loved it! Tips Recycling can be hard to “catch” No prizes? No problem. For more information: Andrea Norris

15 Caught Green Handed: Selfie Competition Emily Schosid Campus Sustainability Planner Virginia Tech

16 General Concept  Student interns equipped with buttons and cards (previous slide) approach students using reusable bottles/mugs  Take photo of student with bottle and button  Post to social media (Facebook)  Take advantage of “selfie culture” and get sustainability as part of the story people are telling about themselves  Encourage students to submit water bottle selfies  Also post selfies to social media  All selfies entered into a raffle and winner chosen at the end of the 2-week campaign.

17 Planning and Promotion  Start with selfies of sustainability staff and students  Post starter photos and rules to social media  Use table cards to promote selfie raffle with QR code to FB page  Send student interns/volunteers around campus with buttons and cards  Post photos to social media as they stream in  Watch your Facebook page BLOW UP

18 Costs/Staffing  200 buttons from RM Store ($100)  RM swag that was purchased with $75 store credit for prizes  Certificates were designed and printed on card stock in- house  Student interns who work for our office did most of the leg-work

19 Resul ts

20 RECYCLE THIS! VIDEO CONTEST 2014

21 PLANNING/PROMOTION/PARTNERSHIPS Initial planning meetings in December with RecycleMania Committee consisting of campus contacts including staff from Dining Services, Sustainability, Resident Life, Greek Life, Student Affairs, and student leadership. UMD theme selected. Video contest concept and details agreed upon. Contest design due in January. Contest rules drafted and approved by University Legal. Prize decided upon by Facilities Management staff. Prize fulfillment arranged with Dining Services ($500 in Terrapin Express points.) Promotion started in line with beginning of RecycleMania competition. Key promotion locations: posters in residence halls, table tops at dining halls, signage at Stamp Student Union, screen savers at library. Communications: sustainability newsletter, social media, campus listservs, PSAs at home basketball games. Primary contacts: Andrew Muir, sustainability and Adrienne Small, recycling. Video contest winners also received four tickets to a men’s home basketball. During the game their winning entry was shown on the video screen. Playlist featuring all video submissions posted to the Terps Recycle YouTube page.

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24 Case Study Q&A

25 University of Ottawa Waste Bucket Challenge

26 Details Within 48 hours of being challenged, participants must publicly accept or decline the challenge. Should participants decline the challenge, they will be encouraged to make a $2 donation to the Office of Campus Sustainability* The challenge must run for a minimum of one week to be considered for a prize After completing the challenge, participants are strongly encouraged to create and post their own videos

27 30-Sec Video Requirements - State the length of time chosen for the challenge - Show amount of waste produced - Challenge at least one friend by name - Use designated Hashtag Sample Video: https://www.youtube.com/watch?v=DbxGP3_1700&list=UUcJQpSPK9ngduoLFQPBExPw https://www.youtube.com/watch?v=DbxGP3_1700&list=UUcJQpSPK9ngduoLFQPBExPw

28 Make It Your Own or Accept the RecycleMania Challenge Replicate University of Ottawa’s activity on your own campus – resource documents on RM website Alec to challenge all RecycleMania Schools in a Facebook video Respond using #RMWasteBucketChallenge Challenge an intern, well-known campus figure, or a student group

29 Resources and Tips

30 Web Resources Planning checklist Rules details Promo strategy Download logo, files Featured schools Campus profile pages How to Register Customized results “widget”

31 Caught Green Handed Planning Toolkits o Step-by-step planning guide o Poster template o Sample , blog & SM posts

32 ReGames Planning Toolkits o Step-by-step planning guide o Suggested rules & guidelines o Digital Posters o Sample , blog & SM posts o Sample press release

33 Digital Files

34 Posters & Banners

35 RecycleMania Store Partner: RM-branded promo items for purchase Custom & off the shelf Order now to get items in early February ***Store Credit & Stipends are *** “Sold Out” for 2015

36 Student Engagement Competition Students post actions + “selfies” o Text, Tweet, Mobile App Leaderboard – schools w/ greatest participation Use myActions platform to engage millenials Overview webinar recording online Deep dive webinars – January 26, Feb 2 Get details online: New Category:

37 New Category: Waste Less- Promote! Tell Us Your Story – Case Study Competition Plan Promo events, displays Submit description + photos by March 27 Judges will select two winners Recognition on RM & NWF websites

38 What is your Goal(s)? Influence general recycling behavior Target new students Build Campus Support for new Zero Waste Plan Launch new collection system Build Admin support for Recycling program Promotional Strategy

39 1.Define Target Area Reinforce program goals Strong Visibility 2.Assemble Team Eco-clubs Other depts. Service providers 3.Determine Resources Promotional Strategy

40 4.Plan Activities & Displays Internal competitions ReGames Public waste audit Mt. Trashmore display Dorm Storm Get Caught Green handed Half time promotions

41 Craft Message Set a goal for your audience -Make it achievable -Highlight specific categories -Choose your competitors Make it positive & inclusive Speak to values of audience Stay on message

42 Behavior Change Primer Download guide from “Participate” web section

43 “3 Myths of Behavior Change” TED Talk - You Tube video Jeni Cross, Sociology Prof. at Colorado State U Myths: 1.Education will change behavior 2.Need to change attitude to change behavior 3.People know what motivates them to action Google “Three myths of Behavior Change” to view video

44 Case Study Archive Featured School page, under Participate Section Today’s presentation slide Past presentations

45 Helpline Phone: (202) Upcoming Webinars Rules & Reporting – Jan 29, 1pm ET **repeat from Jan 15 myActions “onboarding” webinars -Jan 26 & Feb 2, 1pm ET


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