Montgomery Department of Solid Waste Services
Client
The Montgomery County Department of Solid Waste
Services (DSWS) manages a variety of waste management programs, relying
on public cooperation to help minimize landfilling through recycling
and composting.
Challenge
DSWS needed to raise
awareness about recycling regulations and best practices among
residents of multifamily housing and occupants of nonresidential
buildings, including businesses, schools, and government offices.
Enter Reingold
Reingold produced a seven-week advertising campaign in both English and
Spanish, using creative messages with a layout and tone that were less
regulatory-and more fresh and educational-to encourage businesses and
residents to recycle. Our messages stressed recycling's added benefit
to the community rather than the threat of enforcing recycling
requirements. With a relatively highly educated audience, we used local
newspapers as a key messenger to reach an estimated readership of
550,000. We also used a robust mix of local radio outlets to reach a
sizable commuter population and ran 1,700 commercials on targeted local
and cable TV stations.
Results
Reingold's campaign
reached widely diverse audiences where they work and live. In one
newspaper alone, seven out of 10 readers said they had read our ads.
Our combined radio campaign launched 475 commercials with an estimated
net reach of more than 1 million and a frequency of about six times-and
one station for the first time in its history ran the Spanish and
English commercials back to back. Our out-of-home print campaign in
Metro stations and on trains and buses had an estimated circulation of
7.5 million. And in addition to steep discounts off rate card pricing,
Reingold negotiated bonus radio and print placements, 660 bonus
cross-promotional cable television spots, and an expanded out-of-home
campaign.