Case study
Waste starts with u.
Campaign purpose
The purpose of this campaign was initially to launch and raise awareness of the Council’s updated Waste Management Strategy. A major component of this strategy was the intended roll-out of a new FOGO (Food Organics and Garden Organics) collection service, so our second task was to raise awareness and highlight the benefits of this service. In a municipality such as Glenorchy, where there is a reasonably low literacy level, a large migrant population, and a low socio-economic demographic, it was important that we create a campaign that was friendly, easy to understand and positive. We needed our target market to be aware of the benefits that good waste management could bring (not only to them personally, but to the wider community), and to change their behaviours accordingly.
Campaign idea
Waste management – it all comes back to u.
Our work
Marketing strategy and campaign development (including all creative and media buying).
Description
Initially contracted to develop a marketing campaign around the release of the Council’s Waste Strategy document, this led to a range of work, all focused on the idea that ‘waste starts with u’.
Our work started with an initial strategy workshop, in which we learnt more about the client and the task at hand, and determined the target market, the tone of voice and the key messaging required. We then developed a marketing strategy, a creative suite of work, and a proposed campaign schedule.
Prior to the campaign launching, we delivered a separate workshop to aldermen, key Council staff and stakeholders, explaining the concept and initiating discussions around how the messaging could be reinforced throughout the community.
![Glenorchy Billboard 3000 RGB 300dpi](https://s-group.imgix.net/projects/glenorchy-city-council/Glenorchy_Billboard_3000_RGB_300dpi.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=990&ixlib=php-3.3.0&q=82&usm=20&w=1320&s=72bfd259a7d0321943f8cb0d335694df 1320w, https://s-group.imgix.net/projects/glenorchy-city-council/Glenorchy_Billboard_3000_RGB_300dpi.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=744&ixlib=php-3.3.0&q=82&w=992&s=abd96441e2238de6df4513a62fab28a7 992w, https://s-group.imgix.net/projects/glenorchy-city-council/Glenorchy_Billboard_3000_RGB_300dpi.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=1488&ixlib=php-3.3.0&q=82&usm=20&w=1984&s=f8c73349c295450f15bf05b711a830f7 1984w, https://s-group.imgix.net/projects/glenorchy-city-council/Glenorchy_Billboard_3000_RGB_300dpi.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=576&ixlib=php-3.3.0&q=60&w=768&s=55b3f10e57332acbd86cdb17e3dbd782 768w, https://s-group.imgix.net/projects/glenorchy-city-council/Glenorchy_Billboard_3000_RGB_300dpi.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=1152&ixlib=php-3.3.0&q=60&usm=20&w=1536&s=fcbd8bcf35de5d6c88f2300152b5af5c 1536w, https://s-group.imgix.net/projects/glenorchy-city-council/Glenorchy_Billboard_3000_RGB_300dpi.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=480&ixlib=php-3.3.0&q=60&w=640&s=46a911d03504c299b546ddf4d8f5d3f2 640w, https://s-group.imgix.net/projects/glenorchy-city-council/Glenorchy_Billboard_3000_RGB_300dpi.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=390&ixlib=php-3.3.0&q=60&w=520&s=9f942947b129529c3d65e829034f745e 520w, https://s-group.imgix.net/projects/glenorchy-city-council/Glenorchy_Billboard_3000_RGB_300dpi.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=780&ixlib=php-3.3.0&q=60&usm=20&w=1040&s=940ae215b14cdf830ba667bcb56dcc01 1040w)
Research/market intelligence
Relying on data supplied by the Council and the Migrant Resource Centre, we specifically developed our creative strategy to appeal to the large proportion of Glenorchy’s population who had low levels of literacy. The creative look and feel of the campaign was eye-catching, visually easy to understand and relied more on the images rather than words to convey important information. Our strategy around various communication channels was also informed by the market intelligence supplied.
Marketing channels
This campaign has included a wide range of collateral such as a website, outdoor advertising, documents, print ads, posters, flyers, videos and social media content. Different marketing channels were selected specifically to reach different audiences, for example, simple videos posted on social media were designed specifically to attract attention with a less literate audience, whereas newspaper advertising and mailouts were designed for an older demographic.
Media buying
As we were working with the Council’s Communications Department and existing media agency, the purchase of media was not generally required within our duties. We did, however, source and organise all print requirements, which involved acquiring competitive print quotes from a range of suppliers within the municipality, as well as insisting that all materials printed on were 100% recycled and environmentally friendly, to reinforce the campaign messaging.
Budget
We managed a budget of $100k for this 12-month campaign, which involved managing our initial time and an ongoing retainer, as well as determining the most cost-effective media and creative outputs for the campaign. The budget was achieved successfully, which resulted in ongoing work the following year, more specifically focused on the FOGO rollout (and with a new budget).
Campaign outcomes
The campaign achieved its initial requirement of raising brand awareness within the Glenorchy community of the updated Waste Management Strategy. It also started conversations around waste, encouraging schools and community groups to take the pledge and become ‘waste ambassadors’, which will (ideally) create long-term behaviour change. Now well into the second year of the campaign, with an emphasis on communicating the FOGO rollout, the Glenorchy municipality is definitely aware of the campaign and having conversations (both good and bad) about the Council’s FOGO service.
![Glenorchy Website Banner 5708 RGB 300dpi](https://s-group.imgix.net/projects/glenorchy-city-council/Glenorchy_Website_Banner_5708_RGB_300dpi.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=609&ixlib=php-3.3.0&q=82&usm=20&w=1320&s=fdb3d0c52b5c734f4b78240aa9f08626 1320w, https://s-group.imgix.net/projects/glenorchy-city-council/Glenorchy_Website_Banner_5708_RGB_300dpi.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=457&ixlib=php-3.3.0&q=82&w=992&s=dc447bcad0919d44c5681e0c0157c21d 992w, https://s-group.imgix.net/projects/glenorchy-city-council/Glenorchy_Website_Banner_5708_RGB_300dpi.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=915&ixlib=php-3.3.0&q=82&usm=20&w=1984&s=ad40a3aace79c5f870372afcea586906 1984w, https://s-group.imgix.net/projects/glenorchy-city-council/Glenorchy_Website_Banner_5708_RGB_300dpi.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=354&ixlib=php-3.3.0&q=60&w=768&s=b66d77684f267f5466082ec5a7f8f5d1 768w, https://s-group.imgix.net/projects/glenorchy-city-council/Glenorchy_Website_Banner_5708_RGB_300dpi.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=708&ixlib=php-3.3.0&q=60&usm=20&w=1536&s=17cada0f36db2d77c4782bccbfba4ce3 1536w, https://s-group.imgix.net/projects/glenorchy-city-council/Glenorchy_Website_Banner_5708_RGB_300dpi.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=295&ixlib=php-3.3.0&q=60&w=640&s=39cdc745d1b3729c71c33e5f86a09008 640w, https://s-group.imgix.net/projects/glenorchy-city-council/Glenorchy_Website_Banner_5708_RGB_300dpi.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=239&ixlib=php-3.3.0&q=60&w=520&s=f61c7aebce06a7e21f90b0ba618c4abe 520w, https://s-group.imgix.net/projects/glenorchy-city-council/Glenorchy_Website_Banner_5708_RGB_300dpi.jpg?crop=focalpoint&domain=s-group.imgix.net&fit=crop&fm=pjpg&fp-x=0.5&fp-y=0.5&h=479&ixlib=php-3.3.0&q=60&usm=20&w=1040&s=3a29a6ac9f3af1a8a751bd1f82178260 1040w)