Background Information
The City of Fort Worth continuously encourages and educates its residents, in fun and engaging ways, to recycle. The City wanted to build on its existing recycling program to further promote recycling with the following goals in mind:
- Increase recycling participation and community engagement
- Enhance outreach and engagement activities
Target Audience
The campaign targeted homeowners that were pre-selected in four primary areas of the City of Fort Worth based on research that determined their 'likelihood' to recycle. We targeted this campaign specifically to those who had attributes of a recycler in order to increase their recycling habits versus trying to convert someone to be a recycler.
Objectives
This 'Recycling is Easy in Every Room' campaign was developed so that residents would begin thinking about recyclable items in their entire home, not just the kitchen, which is the typical mindset.
Challenges
Traditionally, City of Fort Worth residents have been slow to incorporate sustainability strategies into their every day lives. However, some residents have embrassed and incorporated these strategies. But our aim was to extend this mindset to a new set of residents who fit a recycling profile.
Success Story
The program launched on January, 2013, with the drop of our first collateral materials and public engagement through our neighborhood education group.
We have received positive public feedback which is not the norm for most public resident campaigns. We have already begun to see the needle move in a postive direction as far as increased recycling. We also reached a record 20,000 elementary school age students that will set the pace for future generations to make positive choices about their environment.
Take a look at the City of Fort Worth's integrated marketing components below. Click on each component image to view a full-size version.
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Resident Direct Mail Campaign Mailed to 30,000 residents in both English and Spanish, to communicate the ease of recycling in every room of their home. Each quarterly mailing focused on a different area of the home. To view each quarterly mailing, click an image. |
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Youth Education Piece Our city-wide neighborhood education and outreach division supports resident outreach and youth education. We directed them as they recreated curriculum for the Fort Worth ISD in support of recycling and sustainability. We reached a record number of students this year with out program. Click the image to see a sample of an activity sheet that was part of this curriculum. |
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Magnet We wanted to give the residents something practical that would keep the idea of recycling in the forefront. Surprise, the refrigerator is a common household destination! Click the image to see a larger view of the magnet. |
