Waste Management Plansbook

waste.less

WA S T E M A N A G E M E N T

PLANSBOOK. 1

5 POINT FIVE CREATIVE Fivepoint5Creative is a collection of strong-minded, eager students based out of San Diego, CA. We pride ourselves on teamwork and collaboration with one another.

With our eyes and ears open, we excel in finding, targeting and reaching your intended consumers. The challenge presented to Fivepoint5Creative is to create an awareness campaign that will assist Waste Management in educating its consumers as well as growing their brand image. With a creative and strategy influenced team, we have created an effective, recognizable and creative campaign.

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TABLE OF CONTENT Company Overview

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Executive Summary

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Research Process

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Target Market

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SWOT

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Campaign Strategy

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Media Strategy

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Big Idea

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Creative

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PR & Promotions

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Social Media

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Media Placement

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Campaign Summary

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IMAGE

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Company Overview

WA S T E M A N A G E M E N T

Founded in 1974 Waste Management is the nation’s largest

Environmental performance is a partnership amongst WM,

waste disposal company and is currently the largest recy-

its customers and the surrounding communities. It is to

cler in North America. They are also a leading developer,

manage and reduce waste from collection to disposal while

operator and owner of waste-to-energy and landfill gas-to-

recovering valuable resources and creating clean, renew-

energy facilities in the United States.

able energy to ensure a brighter future for generations to come.

It is stated that Waste Management is the leading provider of integrated environmental solutions. What does that exactly entail?

It is the company mission to maximize resource value, while minimizing environmental impact so that both our economy and our environment can thrive. Serving over 20 million residential, industrial, municipal and commercial customers, Waste Management posted $12.52 billion of

For starters, it means complete commitment on all levels of business right down to the building blocks of the company: dedication of its 45,000 employees committed to environmental performance.

revenues in 2010.

Drawing on our resources and experience, WM actively pursues projects and initiatives that benefit the waste industry, the communities it serves and the environment.

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Executive Summary In todays society recycling has become apart of a lifestyle. A life style that is consumed by a generation who are willing and eager to help the enviroment around them, but need the proper guidence.

With further investigation 5pointfivecreative developed a camapaign that will bring awareness to the benefits of properly recycling.

5pointfivecreative tactfully raised brand awareness for the company waste management while positively contributed to our enviroment.

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They care about change, want to get started and have the drive and intent to recycle.

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Research Process There were three forms of primary research we conducted in order to gain better knowledge of our target market and where they stand on recycling. Using primary and secondary research, we studied Waste Management, trends, and the lifestyle of our diverse market.

SECONDARY RESEARCH

PRIMARY RESEARCH

Using tools that where already out there and available to us, we were able to generate our waste.less campaign. Platforms for this came from the waste management web site and facts about recycling.

There were three forms of primary research we conducted in order to gain better knowledge of our target market and where they stand on recycling. Using primary and secondary research, we studied Waste Management, trends, and the lifestyle of our diverse market.

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3 Methods One-on-One Interviews We conducted a number of interviews with our

We sat down with a group of 20 people within our

target market to gain reactions and a deeper insight

target demographic to gain insight on where we are

on their lives and most used products and thrown out

in the life and mind of our market. The questions that

items.

were asked revolved around:

Face time and broader communication with target.

Document body language and personal lifestyle/ recycling habits

Online Surveys We released three online surveys to our target market within a six-week period.

They were primarily focused on lifestyle, social media habitat, recycling, and general knowledge of weekly trash pickup.

Document body language and personal lifestyle/ recycling habits

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Focus Group

Daily Routine

Technology/most used Social Media

Recycling Habits.

Research Findings

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Waste Management is in the back of the mind of our target

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Target demographic is constantly “on-the-go”

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Concerned about the enviroment & recycling

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Target was unaware of recycling products properly

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100% asked for more information on recycling techniques

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More than half wanted to reduce their carbon footprint

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Target Market Segmentation

Media

Age 18 to 30 years old, male and female fall into two categories: The “unsettled” younger individuals who are just starting college, recent graduates, and making thier mark in the world; and the “settled”, older individuals who are usually established in the workforce and just starting families.

Enable for the campaign to get through to our target Our research proves to use new and traditional media. The younger individuals rely heavidly on social media forums, while the older are more traditional but open to new media.

Both these categories of individuals are concerned about the enviroment and the future of their own generation and the ones to follow. They care about change, want to get started and have the drive and intent to recycle, but don’t know what it entails or what it takes to make the difference.

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They care about change, want to get started and have the drive and intent to recycle.

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Name: Casey Age: 28

Name: Jenna Age: 18 Location: San Diego Jenna just began her first year of college. She attends the University of San Diego with her major in business and a minor in photography. She leads a very active lifrstyle with hobbies such as paddleboarding and discovering new hikes. Loves going grocery shopping and cooking her own healthy meals so she doesn’t gain that “freshman fifteen.” Wants to be apart of helping the enviroment but is a little unaware of the proper ways to recycle.

Location: Seattle

Name: Brooks

Casey is married with 2 kids and lives in the suburbs of Seattle with her family.

She is a full time mother but likes to spend her weekends volunteering at the ASPCA with the kids. Her husband is a financial advisor in the city and a bit more on the conservative side. He is not as accepting but open to change - especially when it comes to how they dispose of the waste produced in the household. In their kitchen, they have a drawer designated to hold shoping bags that they try to reuse as trash bags to limit their disposal of non-biodegradable objects but would like to find other ways to help the enviroment that are more productive. This is the extent of their recycling. They are concerned about leading by example especially in front of their kids.

Age: 23 Location: San Francisco Brooks graduated from the University of Oregon with a degree in Engineering. He resides in San Francisco and rides his bike to work 2-3 times a week. He is single but lives an active lifestyle and enjoys eating sushi at least once a week.

His hobbies include rock climbing, surfing, thrifting and live music. He enjoys a good craft beer and knows to seperate his beer bottle to the blue bin but doesn’t think about recycling any further than that. He shops at Trader Joes and Whole Foods but throws his organic food scraps in the trash.

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SWOT S

STRENGTHS

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-People are into recycling, but could use more education.

-The green movement is becoming popular, especially with Social Media.

-Hitting young parents and a younger market will ensure that generations to come will continue to recycle and manage waste responsibly.

-The fact that the world is running low on natural resources and we need to find alternative means of energy supports our cause in a big way.

-North America’s largest recycler of waste.

-Through a joint venture with the Linde Group, they have built a plant that converts landfill gas into liquefied natural gas for use as fuel in their trucks. The facility is currently producing 13,000 gallons per day.

-Waste Management uses waste to create enough energy to power more than 1 million homes every year.

By 2020, they expect to double that output, creating enough energy to power more than 2 million homes.

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WEAKNESSES -The brand image for the company is not as well known as it could be.

-Consumers are not fully aware of what they do as a company.

-Barely any advertising. The brand is perceived as very bland and irrelevant.

OPPORTUNITIES

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THREATS -Landfills are filling up and running out of space.

-Laziness of individuals not recycling properly.

-Everyday more and more individuals are being born into this world which ultimately leads to more trash.

-Perceived destruction of habitat.

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Campaign Strategy EDUCATE To inform our target and expand on what they already know about recycling. We would like to bring awareness to the brand that is Waste Management.

The brand recognition as it stands does not have any substance and holds no value in the minds of the consumer. Waste Management is very active in its effort to help the environment without any notoriety.

By giving them a softer logo and a tagline our target can relate to, we’re hoping to make them relevant.

SHARE Every aspect of our campaign will lead our consumers to Waste Management’s Social Media pages. The reasoning behind this is that our target is heavily involved with multiple Social Media sites, whether it is Facebook, Twitter, Instagram, Pinterest, or all of the above. It has proven to be the fastest and most effective way to reach our Target Market. If Waste Management’s consumers see posts from individuals they know, and interesting pictures on Instagram; they will then be that much more inclined to do the right thing and share their own experiences with others.

EXECUTE

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CUT

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Building relationships with our consumers is an integral part of our campaign. What is education without execution? Wasted Knowledge.

We would like to provoke and create excitement through our warm and colorful deliverables, hoping that it sparks creativity and action. If the consumers we reach change just one of their recycling habits, we would accomplish a great deal for our client and the environment. For anyone that is willing and able to help, we are simply giving them direction on where to start without the use of propaganda.

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EDU CAT

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Media Strategy 1

Print

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Print magazines will be incorporated into this campaign. The advantage of using print is that it will be able to hit our target market directly and have the interaction and interest peaking information that will draw the consumer in. With connections to the App, via QR code, our target market will soon be interacting with each other.

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App

This is a common form of marketing that will gain the attention from our target and increase a response to our mobile and social media.

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Radio The use of traditional and internet radio will be utilized to reach out and connect to our audience. Stations such as Pandora will be our main channel of reach to place our radio and web banner ads, according to specific genres our audience listens to.

Social Media Social media is the most widely used form of communicating by our target market. Through our primary research we found four main platforms to connect with this market and spread our waste.less campaign.

Waste Management’s new i.recycle application was designed to integrate and educate the user about recycling, how to properly recycle and inform the user on the benefits of recycling. This is all based off of our goal to inform, implement and pass on the knowledge of recycling properly. We are closing the recycling loop.

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Direct Mail

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Viral Our research shows that viral messaging is a primary medium that our target is heavily influenced by. Our viral consists of a 12 second preroll which is named, “A day in the life of trash.”

It’s a light hearted video which should resonate well amongst our audience 21

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The Big Idea Message Tagline

Why it works

Art Direction

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making the enviroment a better place , because Waste ” “ I’m Management showed me how to properly recycle.

Waste.less

Wasteless as one word means incapable of being used or inexhaustible. Our precious resources are not inexhaustible, and so our tagline - waste.less takes on the opposite meaning of conservation and caring for those resources.

Fonts Bold, modern and clean.

Style Illustration art that captures the messege.

Color Palette Kept Waste Management’s primary green and yellow, but made them a little brighter and chose compliment colors that are visually appealing to our target

Tone and Mood Informational in a light and fun relatable way.

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#WasteLess

Print

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Mobile Application

This is the home screen of the i.recycle app. It can be downloaded on your iOS or android device from the home store for free of charge.

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The user will login using their personal email, Facebook or twitter account which will directly link to our social media facets and encourage sharing of information amongst other users of the app or to the general public also using these social media platforms.

Upon login, the user will find that the application prompts them: What do you choose to recycle today? There will be certain icons depicting different products that may be recycled.

Depending on what recycle number is chosen, the app will direct the user on how to properly recycle this type of plastic and what needs to be done to insure that it in fact becomes recycled material. I.E. clean the jar!

The user can in turn share these goals with others and it becomes a game of how many products the user has been able to make based upon their personal “recycability score.�

After the user finds out their recyability score for that specific item, this screen will pop up to give them some information about that specific material.

As the user commits to the app and continues to recycle products, the app will keep track of how many units the user has properly recycled, continually update and award goals to what the user has accomplished.

For instance, if the user has recycled a certain amount of plastic that can be used to make a park bench or table, it will award that user by donating a park bench or table at a local park in their neighborhood. Or trees in this instance.

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Viral Our creative and strategic approach for the online viral will be a pre-roll ad for the waste.less campaign “A day in the life of trash�.This twelve second video will be played on channels such as Hulu, before the consumers video loads.

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waste.less

WA S T E M A N A G E M E N T

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PR & Promotions

WA S T E M A N A G E M E N T

For Immediate Release: September 18th, 2012

PRESS RELEASE Company Contact:

Shannon Gavin gavinshannon@yahoo.com

REDUCE YOUR CARBON FOOTPRINT WITH WASTE MANAGEMENT SHARE, EDUCATE, RECYCLE Waste Management introduces a speedy and informative way to help you recycle! i.recycle, the new iPhone and Android app was created to educate consumers about recycling: proper methods and inform about the benefits of recycling.

The App has a friendly and easy to use interface created by Waste Management. You are prompted to log in with a Facebook, Twitter, or email account to immediately get started on your recycling journey.

Once logged on to the App, you have the ability to choose what type of product you wish to recycle. Just click and be informed on the proper way to recycle that used item.

The app will allow you to keep track of all the products you have recycled and give you a personal “recyclability score” which is a rewards system implemented by Waste Management. The more you recycle, the lower your carbon footprint becomes, and the more your reward points grow. The points you earn based on the amount of products you recycle can be used to help build a new park bench or table in your local park in your name. Waste Management will also enter you in a sweepstakes. Winners will be announced through Waste Management’s social media channels.

For Further Information on recycling visit www.wastemanagment.com to be a part of the growing movement and reduce your carbon footprint!

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Social Media Our Waste Management social media strategy provides many different and popular forms of communication with our target market. Our Waste.Less campaign will generate a quick response from the market and be able to interact directly with them through four specific platforms.

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Facebook is the most well known social network being used today by members on computers and mobile devices worldwide. Users must register in order to create a personal profile where they then can add friends and join in common interest groups and conversations.

The “waste.less” WM campaign’s facebook page is informative and educations. The facebook page is linked to all of our social media produced for the “waste.less” campaign for our market to follow us and easily communicate their stance and concerns on recycling directly to us, the source. People may tag us in posts, comment on our feed, research the effects on recycling, and most importantly be able to share us with their friends and family looking to better their recycling habits. Contests and events we hold are linked and assessable through our facebook page. There is a link on the WM web site that directly brings the market to our page.

Twitter is a social network and blogging service that allows users to send and read a text like feed of messages—all known as “tweets.” Twitter is one of the top 10 visited social networking sites where users can read and post tweets through the site. Twitter gives a first hand outlet for any user to exclaim how they feel, status update, share their experience, etc.

The waste management twitter account features tips and links about recycling and the effects of proper and unethical recycling. Most links posted to the account will direct the interested to the WM website to look for more facts on how to recycle and near by recycling centers. Our twitter allows our target to interact and ask questions through our hashtag “waste.less” which is the way for us to respond and give insight to our concerned market rapidly. Also this gives better insight to us on what is trending within our target market and where WM is within the mind of the market.

Social Media

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Pinterest is a board-styled photo sharing application that allows its users to create and manage their own collection of interest. Users can search through pinboards for inspiration on a project or event, and “re-pin” images to their personal board. Pinterests Mission as stated by founder Ben Silbermann is to “connect everyone in the world through the things they find interesting.”

Pinterest pertaining to WM will be a creative out let for our followers featuring DIY projects. Right now a huge trend through our market is “Do it yourself.” Through DIY projects, our followers will learn not only how to create a stellar item through recyclable good, but further learn that reusing something in a different light is recycling and benefiting to them.

Our Waste.Less campaign through social media and networking will inform our market that in order to waste less we save more.

insta

Instagram is one of the youngest and most used social networks available to our target market. The application allows for users to upload or take a photo and apply a filter to it then share with other users who are able to like and comment on the photo. Users may also connect their uploading photos to their other forms of social media services. Originally Instagram was only available to iPhone, iPad, and iTouch owners but recently they added support for Android users and the number of registered users increased exponentially. Currently Social Network giant Facebook owns Instagram.

Through Instagram, we created a waste management profile based on uploading pictures of DIY through recyclable goods.Through our hashtag “waste.less” our followers and friends can showcase their own properly recycled items and projects either completed or still in the works. The hashtag will also allow us to track and record our markets increase in knowledge upon properly recycling.

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Media Placement Print

Promotional

The Waste.less campaign will include traditional print pieces. We will be placing these print ads in magazines such as, PEOPLE, Fitness, and Food and Wine. Research shows our target is one of the main consumers for these magazines.

Our campaign will consist of direct mail pieces that will reach our target through giveaways at local coffee shops and markets. Also, they will be mailed to their personal residence.

Mobile

Outdoor

The App will be primarly available for Iphone and Android users. Research shows these two smart phones make up the majority of the market share. The App will be available in the app store for free of purchase.

Our outdoor advertising will be placed in high traffic areas throughout Southern California. San Diego: North Park, Downtown, and Hilcrest. The Los Angeles area will include: Santa Monica, Sunset Blvd. and North Hollywood.

Radio The most popular internet radio found by our research is Pandora. Stations that are primarly listened to by our target includes, Alternative Rock and Indie.

Online The campaign will include a pre-roll that will be placed on websites that stream video. Websites include: YouTube and Hulu. Also, web banners will be placed on websites that are highly visted by our target.

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Image

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Campaign Summary Based on our campaign focus, fivepoint5creative has established a few methods of evaluation, with the main one being the internet. The majority of our deliverables are digital which allows for precise measurements. Most of our data will be revolved around consumer recognition and consumer attitudes.

Another method for tracking the succesfulness of our campaign will be the same way we conducted our primary research: one on one interviews, focus groups, and online surveys. Not only will we be able to gather useful data, we will be able to see how our target market truly feels about our campaign.

We’re confident that this campaign will resonate deeply with our target market because of the precise research and placement of the ads. Social Media is a big part of the lives of our audience and we’ve carefully focused the campaign around that.

Accounts: Keana Noons and Sachin Arora Print Design: Steve Jones Digital Design: Kelan Murphy Social Media and PR: Shannon Gavin 37