More than 648,000,000 packages were shipped over the last holiday season. That’s an 8% increase over 2014. We all love getting something in the mail, but what we often overlook is recycling what our surprise arrived in — all that packaging!

It’s a major dilemma for Penn Waste, so they tasked our team with developing a quick-hitting, high impact consumer education marketing campaign. From Black Friday through New Year’s Day, we delivered a highly engaging social media and public relations campaign that reached more than 2.5 million people in the York, Harrisburg and Lancaster areas with a message on being better holiday recyclers.

  • In just 3 weeks, 2.5 MILLION impressions
  • 21% increase in website traffic

Social Posts & Videos

 Our goal? Keep the recycling message simple and easy to digest. With a bright and clean aesthetic, we were able to generate strong engagement with the Penn Waste audience.

Through the use of shareable images and a series of short 15-second videos, our consumer education marketing worked in an easy, accessible manner.

  • 83,524 consumers reached
  • 541 likes, comments & shares

[imagesmall]PNNWST-videoShareables-bubblewrap[/imagesmall] [imagesmall]PNNWST-videoShareables-cardboard-packaging [/imagesmall][imagesmall]PNNWST-videoShareables-peanuts [/imagesmall][imagesmall]PNNWST-videoShareables-cardboard[/imagesmall]

 

Landing Page

Our team developed a landing page to deliver a more in-depth explanation of recycling with Penn Waste. Here, visitors were able to see what can be recycled and how easy it is to recycle.

A designed brochure available for download allowed consumers to keep a handy reminder in their home or office.

  • 21% increase in traffic to Penn Waste’s website, month over month

[imagesmall]Recyclemorepa.com[/imagesmall]

 

Downloadable Brochure

[imagesmall]PennW-ItemsFlyer_01-1r[/imagesmall]

 

Public Relations

Digital outreach was supported by a comprehensive public relations campaign that enlisted local media to help spread our message. The results were impressive.

  • 15 stories across print, broadcast and online platforms in the York, Harrisburg and Lancaster areas
  • 1.8 million total impressions
  • $54,907 estimated publicity value

[imagesmall]newspaper[/imagesmall]

 

[imagesmall]penn-waste-news-story[/imagesmall]

[imagesmall]penn-waste-tv[/imagesmall]

 

Curious to know how the Gavin team can help your business with consumer education marketing and maximize results during your busiest time of year? Talk to Gavin.