When Penn Waste set the goal of increasing its overall tonnage of recycling and reducing recycling residue in the York, Lancaster, Harrisburg and surrounding areas, we presented an idea that was unexpected and the complete opposite of industry clichés. Our team knew that to motivate audiences to change their behavior they had to be engaged in a different way.
Gavin’s implemented an integrated marketing campaign comprised of digital marketing, non-traditional marketing, traditional marketing and guerrilla/disruptive marketing. Gavin created a larger-than-life campaign, featuring over-the-top marketing assets such as a 15-foot kitty litter bucket, other oversized recyclables and complex leading characters to relay the Penn Waste message. In addition, digital and print outreach was supported by a comprehensive public relations campaign that enlisted local media to help spread our message.
Encouraging consumers to recycle more is at the heart of the Penn Waste campaign. We know that to drive action, you need to provide tools that ease the consumer’s decision process. To house the recycling message, Gavin created a microsite, RecycleMorePA.com. Here, consumers will find information on what items can and cannot be recycled, a downloadable recycling flyer, and an FAQ section.
What We Did
Development of Trade Show Materials
Public Service Campaigns
Guerilla / Disruptive Marketing
9-Month Campaign Results
UPTICK IN SOCIAL MEDIA ENGAGEMENT
WEBSITE TRAFFIC INCREASE
INCREASE IN CARDBOARD RECYCLING PER LOOSE YARD
“I have worked with many advertising agencies over the past two decades, and Gavin stands head and shoulders over any in the mid-state, not only in demonstrated initiative, intelligence and creativity, but also in their ability to function as a productive and cohesive team.”
Brad Brubaker Former Director of Sales & Marketing, Penn Waste