GOAL
Anheuser-Busch Recycling wanted to increase the amount of recyclable materials -- particularly aluminum -- in the curbside recycling program and decrease materials that end up in landfills. Recycled aluminum is generally less expensive than purchasing new aluminum for cans and aluminum bottles.
STRATEGY
To develop a comprehensive Word-of-Mouth (WOM) marketing plan to help the company decrease materials that go to landfills, the Vandiver Group, Inc. partnered with a solid waste management district to identify a city with a traditionally low recycling rate. The selected city's curbside program was underperforming and the city's recycling rate hovered near 9% -- well below the national average.
TACTICS
The Vandiver Group, Inc. conducted research through phone surveys and focus groups to identify the reasons for the lower than normal recycling rates in the targeted area. We developed message points and targeted Influentials -- the people in the community who share opinions with others, and can be powerful when activated with information. We found a tremendous amount of misinformation and infrastructure issues that needed to be corrected before the WOM program could be initiated.
We listened, developed materials and held a series of meetings with community leaders to educate and activate the Influentials to drive the campaign. We created materials that leaders and Influentials in the community could provide to people to better explain curbside recycling, along with a list of recyclable items.
Tactics included use of a cable television show, brochure, event, parade, and bin decorating contest. We activated community groups and provided easy access to recycling bins.
OUTCOMES
Tracked over more than a year, recycling activities increased dramatically -- between January 2006 and January 2007, the pounds of recyclables collected increased 30%.
Credit Information
--------------------------------------
Client: Anheuser-Busch Recycling
Agency: The Vandiver Group, Inc.
Budget: Undisclosed
Date of Campaign: January - September 2006
