How NCDPPEA Funds, Gathers And Uses Marketing Data
- 1. Started : 2005 Audience : High school, College, 20 some-things Communication Methods : Schools & Universities, Radio, Athletic Events, Radio, Social Media Desired Behavior : Increased recycling participation & enthusiasm for recycling Started : 2000 Audience : PreK-8 th grade Communication Methods : Schools, TV Desired Behavior : Increased recycling at home, school and on-the-go Started : Pretest Phase Audience : 35-55 year olds Communication Methods : Local Government Curbside Recycling Programs, TV, Newspaper, Radio, Truck Advertisements Desired Behavior : Increased curbside recycling Outreach Surveys: 2007 Surveys - Spring , 8 colleges and youth groups throughout NC Cary, Charlotte, Hickory, New Bern, Raleigh, Wilson, Wingate, 341 respondents, 58% female, 40% male, 33% between 11-18, 49% between 19-23 2008 Surveys - Spring, 5 outreach events all in the Triangle area, 304 respondents 53% female, 46% male, 16% under 18, 46% between 18-34 2008 Surveys – Summer, 3 baseball events - Asheville, Hickory, Kinston, 81 respondents 63% female, 27% male, 35% between 18-34 2008 Surveys – Fall, 12 day NC State Fair, 1089 respondents 64% female, 34% male, 20% between 18-34, 31% between 35-50 2009 Surveys – Spring, 4 outreach events all in the triangle area, 387 respondents 70% female, 30% male, 29% under 18, 40% between 18-21, 10% between 22-25 Social Media Analytics and Insights: Facebook – Members: 226 group, 50 page, 78 cause MySpace – 5193 profile views, 3589 blog views, 209 friends Twitter – 132 followers Flickr – 25,486 views Recycle Guys, 16,891 views RE3.org Keywords = “reduce, reuse, recycle”, “born to recycle” Blog - 8967 visitors, 16 visits/day, 3400 visitors from NC, keywords = recycling song, recycling pictures, free recycling bins How North Carolina Funds, Gathers and Uses Data to Make Decisions About Recycling Education Annual Funding Amount Data Gathered By Results <$1000 Interns conducting literature reviews Don’t use guilt messaging; Focus on what recyclables are made into; Provide recycling information via many communication avenues; Make recycling a habit; Provide recycling facts about energy, jobs, etc. $5000 Street team conducting outreach survey work See Outreach Surveys, Brand Recognition and How do you spend your free time? Below <$1000 Social media performance measures & on-line surveys See Social Media Analytics and Insights below Implementation Changes Due to Data Recycle Guys Implementation Changes Due to Data RE3.org Continue with TV ads-Branding well Utilize TV ads, but still not convinced demographic is watching Continue helping to implement school recycling programs Utilize social media as a way of communicating with demographic Create recycling craft pages Utilize incentives to drive demographic to web site