IMC
+ Associ at es
SOUTH
Jacqueline Slater Sr. Account Executive Kendra Kirkpatrick Creative Director
IMC 504 Creative Development Spring 2013
REIMAGINE BEVERAGE CONTAINER RECYCLING PROJECT
OBJECTIVES • Increase total number of containers recovered by Reimagine • Improve cost efficiencies for recovering containers through Reimagine • Link with local curbside programs to create total recycling solution for local markets • Increase consumer and customer support for Reimagine through grassroots marketing
STRENGTHS • Partnered with Coca Cola Bottling Company and Kroger Grocery Stores
WEAKNESS • Undefined target audience • Under developed communication strategies
• Innovative bulk-feed and self-sorting recycling unit • Placement in high volume beverage consumption communities
• Lack personality • Low percentage of recyclers in Little Elem, Plano, Garland
• Prompt customer service response to users
SWOT ANALYSIS
• Recycling education for prospective recyclers
OPPORTUNITY
THREATS
• Improve recycling behaviors among non-recycling communities
• Other well established local and national recycling programs
• Increase recycling awareness
• Cost to process recovered containers
• Reduce beverage container waste •
Impact on environmental sustainability
• Develop community recycling group to support the Reimagine efforts
SWOT ANALYSIS
The Barriers to Recycling Market Insights
Why People Don’t Recycle?
Uncommitted/Non-Recyclers 27-45 years of age H.S Grad/Some College Professional/Skilled/Management Family Oriented Lower-Upper Middle Income White, Hispanic
Target Audience
Juggling Life Jenny is the mother of two. She works as an office manager for a local company. She has knowledge about the benefits of recycling, but not sure how to fit recycling into her already full schedule. She and her family lives in an upscale apartment community where local curbside recycling is not offered. There are several recycling drop-off sites in the area, but she is interested in programs with rewards. She often volunteer at community events and she is the chairman of the PTA at her kids school. Her schedule is filled with work, family and community activities. She is very interested in learning new ways to live healthier and ways to improve the environment.
Market Segment
Reimagine Non-Recyclers Matrix
Educate + Reduce More people are aware of the overall benefits of recycling The major reason why people don’t recycle more is lack of time and effort. The second factor is lack of awareness of recycling programs. Education is the first step to gaining committed recyclers.
Motivate + Reward The Rewards • Online store for redeeming points • Variety of prize options • Redeem or Donate points Charity Recyclers • Recycler join recycling group on the Reimagine website that support local or national charities to donate points. The Reimagine Kids Club • Kids only (supervised by adult leaders) • Earn points for their group • Earn merits for individual contributions The Reimagine Community Crusaders • High-level recyclers in the community • Help foster the recycling efforts for their community • Organize recycling events to get others on board
Engage + Rewire Keeping people engaged with recycling efforts will go hand-in-hand with motivating By engaging consumers we can begin to rewire their thinking towards recycling thus creating new behavior. The most effective way to keep people engaged will include using a lot of social media and interactive marketing.
Maintain + Repeat Most of the behaviors we possess are learned overtime, recycling is also a behavior that has to be learned. In order to increase the behavior of recycling it is important to be consistent and committed to educating, motivating, and engaging recyclers.
Improve Cost Efficiencies for Reimagine Recovering Cost
Partner with Local Business • Solicit local business to donate products/services to the Reimagine Rewards • Business will be listed on Reimagine website as a featured sponsors of Reimagine Rewards • Great way to increase reward incentives and cut out of pocket cost • Free advertisement for the business • Taxable write-offs
Cost Saving Solutions
Creating a total recycling solution Local Recycle Programs
Other Local Programs • Dallas OneDay Recycling
Reimage Advantages • Recycle on your own schedule • •
• Waste Management •
• Greenopolis • PepsiCo Dream Machine
Competition
Self-sorting
Greater incentives •
•
Bulk Feed
User friendly
Great customer service
Increasing Consumer Support through Grassroots Marketing Creative Execution
Communication Channels • New Media • Mobile Marketing • Public Relations • Out of Home • Event Marketing
IMC Campaign
The “BIG� Idea Recycling has to become a behavioral habit. People should become conscious of recycling every time they consume beverages that are in plastic bottles or aluminum cans.
• New Logo Design • New Website Design • Include the following on the site • Mission • Vision • Sustainability Plan • Create Mobile App • Recyclers can track their points • Redeem points on the go • Get recycling notification e.g. “It's been 3 days since you last recycled” or “You have redeemable points” • Integrate Social Media • Facebook • Twitter (increase use of unique #) • Blogging
Recommendations
NEW LOGO CONCEPT
Benefits of New Web Design • More human connection • More interactive resources for visitors • More engaging and inviting
NEW WEB DESIGN
Benefits of Online Rewards Store • Less paper waste • More convenient for users • Connects to mobile app • Track recyclers progress
ONLINE REWARDS STORE
• •
• • • •
Benefits of the Mobile App Reach recyclers instantly Send notifications and reminder about recycling “It’s been 12 days since you last recycled” or “You earned points” Stay connected with FB and Twitter Get the latest Reimagine updates. Redeem points on the go Check location status
REIMAGINE MOBILE APP
Buzz Marketing PR Media Kit • • • •
Press Release Informative DVD Brochures Media Link USB
Public Relations
Out of Home Marketing
Event Marketing
Replenish. Recycle. Rewards. Core Creative Concept: Everyone of all ages, race, and background consume some type of beverage from plastic water bottlers or aluminum drink cans. As we replenish ourselves with these beverages we should become aware of the opportunities to recycle these containers with the added benefit of earning rewards.
Concept #1
REIMAGINE COLLECTION
TRANSPORTATION MARKETING
What’s the BIG DEAL? Core Creative Concept: A motivational approach to get people excited about the rewards they could receive just by recycling with Reimagine.
Concept #2
Kroger Stores Drink Aisle
Kroger Stores Drink Aisle
RECYCLE ADDICTS Core Creative Concept: Recycling with Reimagine is fun, easy and additive. People like doing great things that have great pay-offs. These are recyclers stories of their recycling obsession.
Concept #3
Melissa was introduced to reimagine by her sister. Now she can stop thinking about beverage containers. She collects everywhere she goes: the office, her neighborhood, the highway... She is constantly checking, via her mobile app, for Reimagine news updates.
MELISSA’s STORY
Derrick started recycling about a year ago as part of a community event. Since then, he has become an avid recycler. He has redeemed points for some awesome rewards in the past. He is so obsessed with recycling that he visits Reimagine several times a day.
DERRICK’s STORY
Closing Remarks & Questions