Nicole Alevizos ● Jennifer Covington ● Abigail DeCou ● Lauren Goodin ● Katie Graner

Presentation OverviewSituation Analysis

Objectives

Target Audience

Strategies

Core Communication Message

Tactics

Evaluation

Situation AnalysisThe Florida Legislature passed HB 7243,

Attachment #1.75% recycling goal for the State of Florida by 202040% benchmark by Dec. 31, 2012  

At present, Leon County households recycle 30% of waste.

ObjectivesIncrease awareness of the benefits of recycling.

Encourage members of our target audience believe recycling is important.

Increase number of households that recycle.

Achieve 40% benchmark by Dec. 31, 2012.

Target AudienceMothers, age 30-45, in households that do not

currently recycle.

Mothers are today’s most powerful consumers. They are receptive in regards to social media and campaigning.

Mothers are willing to recycle because it will benefit their children.

StrategiesCreate an emotional connection for mothers

through the slogan, “Recycle Today for Your Child’s Tomorrow.”

Use strategic advertising, social media outreach and informational events to achieve objectives.

Position recycling in Leon County as an experience that ensures a sustainable environment.

Core Communication Message

“It’s never too late to start. By recycling today you will ensure a sustainable environment for your children’s tomorrow. Recycle today for your child’s tomorrow.”

TacticsSlogan and Logo

AdvertisementsPrintRadioTelevision

News Releases

Billboard

Social MediaTwitterFacebookBlog

Website

Informational Flyer

Community Event

SloganAppeals to emotions

Shows a benefit

Challenges target audience

LogoRepresents recycling for future generations  

Symbolizes growth through recycling  

Attracts attention

Print AdvertisementObjective

Simple illustrations Vibrant colors Eye catching

Print Ad DistributionMagazines

Tallahassee Women’s MagazineTallahassee MagazineEmerald Coast Magazine

NewspaperTallahassee Democrat

OtherPartnered homeowner associations

Print Advertisement

Radio AdvertisementObjective

Present as a public service announcement (PSA)

Or purchase a 30 second time slotRealistic conversation

Radio AdvertisementDistribution

Tallahassee’s Best Country 94.9 FM Star 98.9 FM The Wolf 103.1 FM Magic 107.1 FM Adult Contemporary 97.3 FM Tallahassee Talk Radio 100.7 FM Best Little Radio Station 101.9 FM

Radio Advertisement

Radio News ReleaseDistribution

Tallahassee’s Best Country 94.9 FM Star 98.9 FM The Wolf 103.1 FM Magic 107.1 FM Adult Contemporary 97.3 FM Tallahassee Talk Radio 100.7 FM Best Little Radio Station 101.9 FM

BillboardObjective

Place billboards around northeast Leon CountyAreas surrounding Leon County schools

Billboard

Social MediaTwitter

Facebook

Recycle Today Blog

TwitterObjective

Initial point of contact with individuals and “influencers”

TacticsAttract people to Facebook page, websites and

blogBegin conversations with influential tweeters Use Klout and Twellow

Twitter

FacebookObjective

Facilitate discussionsGather feedback

TacticsShare content from our website and relevant

linksAllow fans to post and share content, ideas,

links, concerns and issuesHost contests Promote events

Facebook

BlogObjective

Informational resource

TacticsFeature local mothers as guest writersFeature “Question and Answer” section

Blog

Website LinkObjective

Include a link to the “Recycle Today” websiteGuide target audience to additional information

Website Link

WebsiteObjective

Informational resource

TacticsAn interactive informational site

HomepageAbout pageContentBlogGalleryHelp Links

Website – Home Page

Website – About Page

Informational FlyerObjective

Highlights the simplicity and benefits of recyclingThe magnet serves as a reminder to recycle

Distribution Partnered homeowners associations

Killearn Lakes Plantation Golden EagleKillearn Estates Kilrush

Rhonda Renee Recycles programCommunity recycling events

Informational Flyer

Magnet

Community EventObjective

Invite women and familiesShowcase the importance of recyclingGive tips on recycling