- Количество слайдов: 16
Waste. Cap of Lincoln Marketing Strategy l l l History/ Goals of the Program Services Special Events Partnerships Advertising Final Suggestions
Waste. Cap of Lincoln History l INFORM created by local business community in 1992 l Waste. Cap created as partnership of City of Lincoln and Lincoln Chamber of Commerce in 1994
Waste. Cap of Lincoln l Waste. Cap of Lincoln Goals – – Educate Businesses about Waste Reduction, Recycling and P 2 Advocate Professional, cost-effective services Increase purchase of recycled content and EPP Facilitate partnerships
Waste. Cap of Lincoln Services l l On-site technical assistance Publications Training Special Events
Technical assistance l l l Waste assessments Economic analysis Recycling Master Agreements
Publications l Publications – Recycling 101 – Buy Recycled – Service Providers Guidebook – On-line P 2 Toolkit – Industry Specific Guides – Computer Collection Planning Guide – Cooperative Implementation Guide
Special Events l 3 training opportunities/ year – – – l Buy Recycled Electronics/ fluorescents Recycling 101 Business R&R Event – Bi-annual event, 40 vendors, 250+ attendees
Special Events l Electronics collections – – l Talk & Tours – – l 11 collections since 2001 >100 K pounds collected Two per year Memorial Stadium, Pfizer, Lazlo’s, LAP Mobile Environmental Education Center – Fall 2004 opening
Partnerships l l l Chamber of Commerce NICE NGOs- Keep Nebraska Beautiful, NSRA, Safety Council, NE Environmental Network, P 2 Ric, P 2 roundtable, National Recycling Coalition EPA, NDEQ, LLCHD, NETF Service Providers
Advertising l l Timeline Electronic Media Printed Media Networking
Marketing Timeline l 15 th of month prior to event – l 6 weeks prior – l send postcards, put postcard and press release on website, send e-mail announcement, mention in presentations/networking 4 weeks prior – l E-mail Press Release to monthly publications E-mail Press Release to bi-weekly publications, send brochure, mention in presentations/networking 1 week prior – Press releases to local media, send attendee confirmations
Electronic Media l l E-newsletter (1/mo. , 400 -500 distribution) Press releases – 6 list serves Web site listing – www. wastecaplnk. org Referral to website for additional information
Printed Media l Targeted list development – l Postcards – l – More information, 4 weeks prior, smaller/more targeted list Most attendees (45 -70%) of training events respond to direct mail or e-mail Flyers – l Teaser, 6 weeks prior, large/general mailing list Brochures – l Advertise to your targeted audience (ie. EHS not CEOs) Bill stuffers, newsletter stuffers, 4 -6 weeks prior Business Journals, Newspaper – Nearly 75% of all participants in computer collections state that they heard about it in the newspaper!
Networking l Conferences – – l Vendor shows - About 5 per year Workshops – Staff attends 3 -5 per year, great marketing opportunity to target market Partnerships – Mentioned earlier
Final Suggestions l l l Networking is THE most effective form of advertising direct services and special events. Get the word out in every possible manner as many times as possible (direct mail, electronic, word-ofmouth, media) The timeline/marketing works! – l Timing of the issue helps bring people to events – l Events meet and exceed our expectations of participants! Be on the cutting edge and ahead of the game Know your targeted audience and direct marketing towards them.