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Call2Recycle, a nonprofit North American membership-based product stewardship organization, was appointed by the State of Vermont to run the state’s battery recycling program. This first-in-the-nation program encourages drop-off locations for dead batteries, arranges for proper disposal of them, and conducts outreach about proper battery safety. Call2Recycle (C2R) originally approached Marketing Partners for in-market assistance in promoting and launching the Battery Recycling Program. Marketing Partners continued to coordinate with the Vermont Agency of Natural Resources and other local partners on an annual basis to provide integrated communication support.
Content Strategy and Positioning
Vermonters value authenticity and local connection. How can a national nonprofit organization communicate its message to the local population in an effective and relatable way to inspire a change in behavior?
For Vermont to reach its aggressive battery recycling goals, we needed a multi-pronged approach:
Creating an authentic Vermont voice for this international brand was an important part of the communication strategy.
Developing and maintaining Vermont-specific social media accounts to engage the local population helped create more trust and was more likely to be heard.
For C2R to create lasting behavior change, it was important to reach the next generation with its messages.
We helped launch the first "School Battery Quest" contest for students K-8 to encourage learning about proper battery recycling in a fun, engaging way. We created an independent microsite to collect entries, reached out to teachers and principals, designed workbooks for students, and developed digital advertising to promote the contest. (In the background, we also created a contest system to collect and tally entries, notify participants, and keep the national C2R team informed.)
While partnering with Marketing Partners, Call2Recycle met or exceeded its annual goals, such as: