Situation
Recycle & Roll was a program developed by Trilix to introduce recycling carts to Central Iowa. Prior to the introduction of the carts, residents had to sort recyclables into green bins and lug those bins to the curb for pick-up. This was not only a hassle, but because the bins were not covered, trash would blow and litter the neighborhood. The 96-gallon green carts solved the problem by promising no sort, no haul and no mess.
Solution
To educate residents on the new and easier way to recycle, Trilix implemented an integrated marketing communications program that included a campaign-specific microsite, outdoor advertising, radio promotions and an extensive media relations plan that secured choice placement in print and television media. TV reporters went as far as to demonstrate what could and could not be recycled in the carts.
Results
Reaction to the initial campaign was more than positive as people accepted and utilized the new way to recycle. The agency is currently working on two new RECYCLE AND ROLL initiatives: (1) developing an educational program to remind residents about some of the finer points of cart placement to make collection more efficient; and (2) rolling the RECYCLE AND ROLL campaign out to suburban communities.