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Making Hazwaste Hip Lessons Learned from SF Outreach Campaigns SF Environment November 4, 2009.

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Making Hazwaste Hip Lessons Learned from SF Outreach Campaigns SF Environment November 4, 2009
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Page 1: Making Hazwaste Hip Lessons Learned from SF Outreach Campaigns SF Environment November 4, 2009.

Making Hazwaste HipLessons Learned from SF Outreach Campaigns

SF Environment

November 4, 2009

Page 2: Making Hazwaste Hip Lessons Learned from SF Outreach Campaigns SF Environment November 4, 2009.

Please tape both contact points of each lithium battery for safety. Limit 5 bulbs per visit. This program is for SF residents only. Fluorescent bulbs contain mercury, a toxic metal that can cause harm to human health and the environment. You must be at home when the waste is picked up. Priority is given to disabled residents. We do not accept explosives (firecrackers, ammunition, etc.), cyanides, water reactive chemicals, etc. Do not bring in containers larger than 5 gallons in size. We are open 8am to 4pm Thursday through Saturday, except holidays, the day after Thanksgiving and December 26. Please label all materials. Do not mix materials. Keep all waste in original containers. Make sure lids are on tight. Don’t put hazardous waste in the back seat of car.

Recycling is Easy!

http://images.google.com/imgres?imgurl=http://www.dlgamer.com/images/product_prohibited_big.gif&imgrefurl=http://www.cliftonms.org/supplies.htm&usg=__BjVtKgQJwewNlQVWcN-wmuPIsbE=&h=279&w=279&sz=2&hl=en&start=1&sig2=TBMLt-MjhJYqxhMVtA8Bjg&tbnid=ZjSqypbPQ4EYsM:&tbnh=114&tbnw=114&prev=/images?q=prohibited&gbv=2&hl=en&ei=-EuDSp-fGsP7_AbBye2uCw
Page 3: Making Hazwaste Hip Lessons Learned from SF Outreach Campaigns SF Environment November 4, 2009.
Page 4: Making Hazwaste Hip Lessons Learned from SF Outreach Campaigns SF Environment November 4, 2009.

• List 100+ drop-off sites• Call 330-1300 for pick up• Visit SFEnvironment.org • Send a text message

Possible Calls-to-Action

http://www.sfenvironment.org/
Page 5: Making Hazwaste Hip Lessons Learned from SF Outreach Campaigns SF Environment November 4, 2009.

Print: Neighborhood Newspapers

Page 6: Making Hazwaste Hip Lessons Learned from SF Outreach Campaigns SF Environment November 4, 2009.

Outdoor: Billboards

Page 7: Making Hazwaste Hip Lessons Learned from SF Outreach Campaigns SF Environment November 4, 2009.

Billboards in Action

Page 8: Making Hazwaste Hip Lessons Learned from SF Outreach Campaigns SF Environment November 4, 2009.

Online 1: Google Adwords

Page 9: Making Hazwaste Hip Lessons Learned from SF Outreach Campaigns SF Environment November 4, 2009.

Landing Page

Page 10: Making Hazwaste Hip Lessons Learned from SF Outreach Campaigns SF Environment November 4, 2009.

Online 2: SFGate.com

Page 11: Making Hazwaste Hip Lessons Learned from SF Outreach Campaigns SF Environment November 4, 2009.

Online 3: Facebook

Page 12: Making Hazwaste Hip Lessons Learned from SF Outreach Campaigns SF Environment November 4, 2009.

Tracking Campaign Effectiveness

• Materials collected• Number of calls• Number of pick-ups • Online ad results• Texting results

http://images.google.com/imgres?imgurl=http://www.borev.net/measure.jpg&imgrefurl=http://www.borev.net/2007/02/&usg=__YqzjuOCggxlfI94u-gIOgEUG1pI=&h=1536&w=2048&sz=895&hl=en&start=1&sig2=O4w6JCkmAsDsw3go5NdV5g&tbnid=uHI3P3Ex2XQmCM:&tbnh=113&tbnw=150&prev=/images?q=measure&gbv=2&hl=en&ei=k1CDSrz8J8SM_gbYktCfCw
http://images.google.com/imgres?imgurl=http://4.bp.blogspot.com/_rKvAmdl5y-8/Rvol5afGc-I/AAAAAAAAAqY/9cX9-GaZbBU/s400/diet-bare-feet-wrinkled-skin-from-bath-weighing-scales-mechanical-on-plastic-runner-weight-loss-monitoring-program-programme-1-DHD.jpg&imgrefurl=http://bmimedical.blogspot.com/2007_09_01_archive.html&usg=__KL2Hd2Qer8G01NHwGRFvJAZq6wU=&h=300&w=400&sz=22&hl=en&start=6&sig2=32dVMR1j1kNSUf-2kAnjZA&tbnid=uJp-mg2Ia2qh4M:&tbnh=93&tbnw=124&prev=/images?q=scale&gbv=2&hl=en&ei=AFmDSrrdCMie_Abp3qGgCw
Page 13: Making Hazwaste Hip Lessons Learned from SF Outreach Campaigns SF Environment November 4, 2009.

Online Ads: Hot or Not?

Google Adwords

203,000 impressions

635 clicks

Total Cost: $682

Conversion rate ~40%

Cost Per Click $.98

SFGate

198,000 impressions184 clicks Total Cost: $2,200 + design/mgmt costsNo conversion rate dataCost Per Click $13

Facebook

1,000,000 impressions198 clicks Total Cost: $128 No conversion rate dataCost Per Click $.65

Page 14: Making Hazwaste Hip Lessons Learned from SF Outreach Campaigns SF Environment November 4, 2009.

Texting:Oil Recycling Campaign

Page 15: Making Hazwaste Hip Lessons Learned from SF Outreach Campaigns SF Environment November 4, 2009.

Texting Results

• 169 total texts sent• 415 area codes <10%• SF zip codes <10%• Didn’t text zip 28%• Unsubscribed 31%

• Radio the main driver • Prime for a regional campaign

http://images.google.com/imgres?imgurl=http://blog.hansondodge.com/hd-uploads/2008/01/texting.jpg&imgrefurl=http://blog.hansondodge.com/2008/01/&usg=__kUKURob69eO0XDC6w4ZkSnIl8gg=&h=400&w=372&sz=28&hl=en&start=5&sig2=o5pVhtBXmCgltvzCVpNd4g&tbnid=1XvkIFIzXNE-uM:&tbnh=124&tbnw=115&prev=/images?q=texting&gbv=2&hl=en&ei=wwzmSqbEGYrktQOul9DODA
http://images.google.com/imgres?imgurl=http://thesilverscroll.files.wordpress.com/2008/02/texting-pictures-006.jpg&imgrefurl=http://thesilverscroll.wordpress.com/&usg=__Yfmw116JOP1ScSCkHp4b-w2YCZ0=&h=2112&w=2480&sz=491&hl=en&start=16&sig2=YepqpRQUT3QX6MHGFYRR4Q&tbnid=OzPy_Dk24QcQ_M:&tbnh=128&tbnw=150&prev=/images?q=texting&gbv=2&hl=en&ei=wwzmSqbEGYrktQOul9DODA
http://images.google.com/imgres?imgurl=http://www.nexgentech.org/wp-content/plugins/wp-o-matic/cache/21214_5-19-08-texting.jpg&imgrefurl=http://www.nexgentech.org/?p=10758&usg=__kcj963QTHTBGsrf5NBX59cazh1I=&h=399&w=366&sz=30&hl=en&start=18&sig2=NEorGPpOmwpM7LExa5UpnA&tbnid=DDu4tnyqf6e2gM:&tbnh=124&tbnw=114&prev=/images?q=texting&gbv=2&hl=en&ei=wwzmSqbEGYrktQOul9DODA
Page 16: Making Hazwaste Hip Lessons Learned from SF Outreach Campaigns SF Environment November 4, 2009.

Thank You

Jean WalshOutreach Specialist

SF [email protected]

mailto:[email protected]

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