2009-02-24_PWETC_AgendaPacket - Laserfiche WebLink

Home

Recycling, which highlighted milk cartons and juice boxes with clothes and linens, and resulted in another increase in the recycling of this material. Summary of 2008 Campaign In the 200$ Guide to recycling, Eureka Recycling combined two unusual items to highlight the unique nature of the recycling program. Eureka Recycling has collected clothes and linens for nearly 10 years; but it is still a ne~v and unique material for many residents. By combining these unusual items in a humorous way, we accomplished three in~portartt goals. • Highlight the Uniqueness of the Entire 12ecycling Program: When highlighting new materials (like milk cartons and juice boxes or clothes and linens} it is important to link the items to the whole recycling program.. Historically, recycling education campaigns that promote the entire program-not just one item at a time-have proven to be more effective at increasing the amount of targeted materials and recycling overall. A key message of this campaign was to promote the overall recycling program. • Grab People's Attention: We worked to reach two audiences with this message: to grab the attention of current recyclers to recycle more and create intrigue about the program for new recyclers. • Avoid the Look of Advertising: A campaign that highlights specific materials must avoid looking like advertising for the product or it does not have the desired affect: recycling in the bin. An unusual approach, connected to recycling, was designed to make people look twice. Recommended Strategies In addition to the Guide to Recycling, Eureka Recycling carefully chose education methods to meet these additional goals: • Reach every resident, not just those who are currently recycling. The 2007 campaign was geared toward the recyclers and the general public. The 2008 campaign was targeted toward people who are not recycling these materials. • Effective at increasing recycling. These methods are heavily weighted toward direct contact and people to people interaction, which are more effective than passive media coverage. • Provide the opportunity for Tetra Park product distribution. One goal of this campaign was to promote the recyclability of Tetra Pak's products. • Create more "hype" and repetition around the campaign. We know people need the repetition of seeing a postcard in their mailbox, an education tag in their recycling bin, an ad in the paper, and in-depth information about the recycling program. Education must be diverse and constant. Expansion to new cities In 2.008, Eureka Recycling began curbside collection services in The City of Arden Hills in March. anal The Ciry of Saint Louis bark in October. Also, through a partnership with the- cities of Lakeland and Lakeland Shores and a local hauler, Eureka Recycling began processing materials and providing direct education. to these new cities in July 2007, while the hauler. collected the materials at the curb. In a similar arrangement with The City of VClhite Bear Lake and another hauler, Eureka Recycling began processing materials from 2