Calderdale Metropolitan Borough Council
Calderdale Council enlisted the marketing expertise of Enventure and Red Squirrel Media in developing its highly successful recycling participation and awareness campaign Recycle for Calderdale.
The 14-month programme, funded via WRAP (the Waste and Resources Action Programme), had four key elements:
- research and surveys to monitor the campaign’s effectiveness
- development of Recycle for Calderdale branding
- promotion and education activities
- on-going campaign co-ordination
Red Squirrel Media’s graphic design team developed distinctive branding that was carried through all the main elements of the campaign including posters, leaflets, two newsletters (distributed to more than 70,000 households), exhibition boards, vehicle liveries and Press advertisements.
Its media relations knowledge was harnessed to maximise both Press and broadcast media interest in a high-profile campaign launch in Halifax town centre, plus a series of subsequent roadshow events staged to coincide with National Recycle Week and other key calendar dates.
And the web design and hosting team built the campaign its own ‘attention grabbing’ website encompassing numerous relevant links to recycling information and community and school initiatives. The site also included an ‘invaluable’ postcode search mechanism enabling householders to find out exactly when their next collection would be.
The site was continually developed and refreshed throughout the campaign period, with the website management service updating information about incentive schemes and roadshow events, as well as posting regular news updates.
Alison Howard, waste awareness and education officer for Calderdale Council, said: “ Enventure and Red Squirrel Media worked with our own co-ordinators to develop a campaign strategy that exactly met our brief, objectives and expected outcomes.
“They used every form of media to get as much coverage as possible and, I have to say, the concentrated and systematic approach meant there was little way people could avoid hearing about the campaign.
“We were particularly impressed with their creative ideas, their crisp, neat, professional approach and they way they kept us informed of developments at all times.
“We have also been delighted at the number of hits to the website and the amount of feedback and inquiries coming through on a regular basis. As far as I know, this is the first time an outside agency has been involved in running a website for the council and I would say it has been a great success.
“The most recent post campaign report indicates an increase in public awareness, knowledge and understanding of recycling in Calderdale. This, combined with the introduction of a permit scheme at household waste recycling centres, has contributed to an increase in local recycling rates.”