Marketing Analysis of WasteWise by

Background

samantharaposo — 2024-10-31 19:53:15 UTC

Social Issue: The WasteWise campaign addresses the growing waste management problem and environmental sustainability in the Edmonton area. The increasing amount of waste in landfills, and the misuse of recycling proves a need for better waste management practices.

Key Message: Everyone can contribute to a cleaner, sustainable community by handling waste, recycling correctly and composting organic matter.

Focus: Educating locals about the correct way to identify what products belong in recycling, a landfill or a compost.

Purpose: To raise awareness and improve waste management practices, such as composting and recycling, while cultivating a culture of sustainability.

Priority Audience

samantharaposo — 2024-10-31 19:58:24 UTC

Demographics: Households with a large carbon footprint, such as families with children and businesses. Additionally, young adults, students, and environmentally conscious individuals.

Age: 18-50

Income Level: A range of income levels, focusing primarily on middle-income households that have enough resources and time to recycle and compost.

Location: Edmonton, Alberta, specifically highly populated neighborhoods.

Behaviors and Lifestyle

samantharaposo — 2024-10-31 20:07:22 UTC

Current practices: residents who already practice recycling and composting and need more guidance and motivation to improve effectiveness.

Social Media Usage: The campaign leverages social media, so individuals who are actively on it are preferable.

Environmental Awareness: Individuals are likely to be concerned about environmental issues and value sustainable practices for future generations.

Community Enaggement: Individuals that desire to participate in local events that get involved in community activities.

Desire for Education: Individuals have a willingness to learn new information and are open to adopting new practices and habits for a healthier lifestyle and environment.

4 P's

samantharaposo — 2024-10-31 20:16:17 UTC

Product: Knowledge and cultivating waste management skills is the “product” of the campaign. Guides, composting kits, and access to workshops teach this new skill set.

Price: There is no price for the audience, as the campaign is designed to be free and accessible to all locals. Workshops, guides, and materials are provided free of charge as a strategy to increase participation.

Place: The campaign is delivered through social media platforms, community events, and schools. This is strategized to reach a wide audience throughout the city that targets specified demographics.

Promotion: Engaging social media content, infographics, community events, school events, and partnerships with local non-profit organizations. The use of rewards for participants motivates students.

Social Media

samantharaposo — 2024-10-31 20:22:41 UTC

A variety of platforms have been used to ensure a wide range of it's audience are engaged, including Facebook, Instragram, Twitter, TikTok.

A recent partnership with the City of Edmonton to create a "Waste Wise" app that provides location-based recycling and garbage scheduling and pickup services.

Campaign Success

samantharaposo — 2024-10-31 20:24:58 UTC

Increased Participation: reports of higher recycling rates, and an increase in composting of organic waste suggest that locals are using sustainable waste skills since the launch.

Food waste has increased: 80% increase of families with children, 30% increase with single adults aged 25-34. Household home composts generated 1.6x more food waste (Pivotal Research, 2016).

Community Engagement: Attendance at community events has been strong, indicating an interest in the campaign.

Social Media: Positive interactions on social media platforms prove that the campaign has resonated with its audience and promoted discussions about the topic of waste management.

Suggestions

samantharaposo — 2024-10-31 20:31:26 UTC

Use social media analytics to better understand demographics and tailor content to different groups such as students, younger generations, and local businesses. This can be done through polls, following trends, and adding a comedic play on education.
Partnering with local businesses, non-profits and celebrities to increase campaign reach and credibility. However, it is important to be selective of the partner chosen, as it may come off as ingenuine if values are not aligned.
Incentive programs that reward participation in healthy waste management actions such as recycling and composting. This can be by offering discounts at local businesses and contests.
Creating a feedback loop with participants to understand the audience's needs, desires and challenges better can improve campaign effectiveness.

References

samantharaposo — 2024-10-31 20:40:28 UTC

N.A. (2024). Waste Wise App. City of Edmonton. https://www.edmonton.ca/programs_services/apps_mobile/wastewise-app

Edmonton Journal (2018). New WasteWise App Will Help Edmonton Sort Their Garbage. YouTube. https://youtu.be/JjopEqmAURU?si=IA-7X4pF51OijKDb

Pivotal Research (2016). City of Edmonton Food Waste Research Review FINAL REPORT. https://www.edmonton.ca/sites/default/files/public-files/assets/PDF/City-of-Edmonton-Food-Waste-Research-Review-Final-Report.pdf

WasteWise Launch

samantharaposo — 2024-10-31 20:43:12 UTC