The City of Glendale is stepping up to sustainability by diverting as much waste from their landfills as possible. They knew the best way to achieve their reduction goals was to start a recycling program. The City hired Circlepoint to manage the community outreach and lead community engagement to drive the desired behavior change. Circlepoint created a robust campaign that encourages reuse and recycling while reminding residents of their vital part in reducing waste within their community.
The marketing campaign is designed to help the city reach two major goals: 1. Reduce the City’s contamination rate by 50% (to achieve a 10% overall contamination rate) and 2. Decrease dependence on the city’s bulky item collection program.
Circlepoint created a recognizable and magnetic Glendale Recycles logo and brand system to create cohesion for all external communications. Using the new brand, we created a suite of communications materials including pre-campaign surveys, recycling tote bags, educational flyers, door hangers, and posters. Circlepoint also created an understandable and easy-to-digest one-page website for the campaign. The website links back to key information on the city website. Circlepoint also developed an interactive recycling quiz that encourages site visitors to share their results on social media as a way to increase social diffusion of recycling behaviors.