Metro Waste Authority – Des Moines, Iowa
“Recycling Campaign”
Situation
Metro Waste Authority is the waste processing agency for Central Iowa. In addition to managing the area’s solid and toxic waste disposal, Metro Waste Authority (MWA) administers the recycling program for Des Moines and most of its 14 suburbs.
MWA retained Hanser & Associates for communication strategy and counsel when fee structures for recycling collection were slated to change. The fee change was complicated. MWA officials wanted to ensure that 1) consumers understood the rationale behind the fee restructuring and would not respond negatively, and 2) residential recycling participation would remain strong. At nearly 75 percent, Des Moines area recycling participation is among the highest in the U.S.
PR Action
Hanser & Associates devised a two-fold approach involving all area municipalities, which began months in advance of the effective date for the fee change.
To reinforce existing favorable attitudes about recycling, the firm and MWA created a student essay contest distributed to all area fifth graders. The contest generated hundreds of entries, and more important, engaged youngsters in examining the issue, talking with parents and researching various sources and web sites at home for their essay entry. Winners were publicized locally and schools were awarded prizes for their participation.
MWA and Hanser & Associates connected with area residents through a variety of channels, beginning with focus group research to gauge attitudes about the pending fee change. Armed with that data, a direct mail plan was created, news media placements were arranged, proactive and response-mode message strategies were developed and customer response was closely watched.
Result
The fee change was announced early through multiple channels, and essentially was a non-event in the eyes of residents. Recycling participation in Central Iowa has remained at its traditionally high levels.