Just Curb It Gremillion & Pou for Integrated Advertising, Promotion, and Marketing Communications 7e Clow and Baack 1

Background Makes cardboard boxes from 100% recycled paper Building $160 million recycling mill at The Port of Shreveport/Bossier Needed recycled materials 2

Full-service integrated marketing firm Started in 1981 by Anne Gremillion and Robert Pou Consistently achieve positive marketing results Hard work and progressive thinking is central to how we develop marketing solutions that work Track actual results of initiatives and feed that information back into our planning Maintain open dialog with our clients about the pros and cons of the marketing efforts at work, so those efforts can be adjusted for maximum results 3

Campaign Challenge Communicate ease of curbside recycling Leverage environmental concerns to create desire to recycle Teach public how to recycle 4

Had to be easy or citizens would not do it Stress the ease of single-stream recycling Must place blue cart at the curb Shreveport Mayor agreed to be spokesperson to help encourage our total community to “Go Green!” Created informative website 5

Campaign Strategy Create partnership – Pratt, City of Shreveport and local media Create television ad Mayor of Shreveport, Mayor Glover Faith Jenkins – Miss Louisiana 2000 Develop media partnerships Maximize public service airtime Encourage reporters to invest in the story Celebrate delivery of first recycling cart Pitch stories throughout the cart delivery phase Create reporter ride-along opportunities First day of recycling pickup 6

Needed a campaign theme that - would be kid-friendly so they can pressure their parents -- show how easy single stream recycling is --- communicate that it’s the right thing to do 7

8 Agency created a “Just Curb It” Audio Clip

Television (PSA) Partnerships were created with every TV and radio station in the market :10 :15 and :30 TV spots were created 9 Faith Jenkins – Miss Louisiana

Television (PSA) Partnerships - every TV and radio station in the market Having Mayor’s support was critical for minority community 10 Shreveport Mayor Glover 30 second spot

Television (PSA) 11 Shreveport Mayor Glover 15 second spot

Television (PSA) 12 Shreveport Mayor Glover 10 second spot

Outdoor Through media partnership with the local outdoor company Pratt paid for the production and we received: Two 14 x 48 vinyls were produced and were rotated on available boards throughout the year Digital designs were run on available boards for months 13

Newspaper/Magazine This ad ran in the Sunday daily and a weekly magazine to reach an older demographic. 14

Magazine Special pull-out 4-page section Ran in a weekly magazine to help reinforce the reasons to recycle. The layout served as the layout for a residential brochure for neighborhood meetings 15

Magazine Pull-Out layout also served as a Residential Brochure Page 1 16

Magazine Pull-Out layout also served as a Residential Brochure Page 2 17

Magazine Pull-Out layout also served as a Residential Brochure Page 3 18

Magazine Pull-Out layout also served as a Residential Brochure Page 4 19

Campaign Results Media Partnerships Investment of $50,000 Returned $400,000+ in air time of commercial messages Public Relations Campaign Investment of $18,000 Earned a total of $270,000 in media coverage Shreveport’s first months of recycling Achieved 97% participation! 20