STEP 2 – MARKETING AND OUTREACH

Utilize the ADEQ marketing flyer and press release provided under the “Supporting Documents” section of the toolkit, and share final flyer with ADEQ Office of Communications if assistance is needed with marketing the event at [email protected].

 

Request partner logos for flyers

 

Include directions, map, event information, contact information, partner logos

 

Specify items accepted and not accepted. Offer alternatives for items not accepted.

 

Specify that there is no cost to the public for the collection of their e-waste at the e-waste event unless the event organizer does not plan to cover the cost of CRT televisions and monitors.  In this case, let the public know what costs to expect for those items.

 

Distribute flyers to target community members, city and county, tribes, local schools, colleges and universities, hospitals, larger businesses, newspapers and hotels

 

Translate marketing materials to Spanish if needed. Spanish versions of the “Supporting Documents” are available in this toolkit.

 

Media

 

Sponsors can draft their own press release and marketing flyer without involving ADEQ, but if needed work with the ADEQ Communications Director to develop a press release and decide if quotes from partnering organizations would be useful.

 

If partnering with an organization(s), discuss using each organization’s logo in the media

 

Identify contact(s) at the e-waste event for media inquiries.

 

Explore options to use radio spots.

• Create an informational commercial to air the week preceding the event.

• Peak listening occurs between 6-8am with smaller peaks from 12-2pm and 6-8pm.

 

Consider Television spots.

• Choose a news station which reaches the local area and surrounding areas.

• Contact the local news outlet to have them run a promotional story about the E-waste Recycling Events one to two days prior to the event.

• Invite the local news station to cover the event for a follow-up story.

 

Social Media is another marketing option to consider.

• Create a new Social media presence via Facebook, Twitter and other Social Media outlets.

• Leverage existing social media presence to promote the new page.

• Include links to the pages on public facing documents and message campaigns.

 

Utility bill flyers can be used for marketing the event.

• Include promotional flyers with all utility bills, both hardcopy and electronic.

 

Print media can be effectively utilized.

• Secure ad space in popular local newspapers and magazines.

• Neighborhood newspapers have a consistent readership and lower ad prices on average.

• Posters and flyers can be placed in schools, parks, local businesses and other public places.

 

 

Marketing tips for creating successful e-waste events

 

Partnering and Cross-Promotion

 

• Partner with adjacent towns and counties to create a joint event if it is practical.

• If they have their own event, consider cross-promotion. Use their event to publicize yours.

• Promote the success of neighboring areas event to encourage local participation.

 

Create a clear, simple message with all the pertinent details

 

• Where the event will be held including name of the location and address

• The hours of the event

• The specific kinds of electronic equipment that can be dropped at the event

• The specific kinds of electronic equipment (if any) that cannot be dropped at the event

 

Develop and keep updated a strong database of contacts:

 

• City and county departments, agencies, boards and advisory groups

• Local media

• School contacts – either through the district or at the local level

• Neighborhood associations

• Service organizations: Boy Scouts, Girl Scouts, Kiwanis Clubs, etc.

• Business associations: local chambers, leadership groups, etc.

• Faith-based organizations: churches, synagogues, mosques, fellowship halls, etc.

 

Use a variety of mediums to reach people:

 

• Email announcement of the event

• Use social media to promote the event in advance:

• Create a “Facebook event” and encourage people to share the event with friends
• Use Twitter to draw people to the Facebook event
• Use Instagram and Facebook to document the event in photos, which can be used for future promotions.

 

Follow up with the media to do a “day of” story showing the success of the event. It’s especially beneficial to focus on photos and possibly video clips if possible.

 

Assess the success/failure of the first event and incorporate lessons learned into future planning.

 

Consider having the event at the same time every year, or every few months – whatever your time frame will be. This will encourage people to save their electronic cast offs for the next event, instead of tossing them.