Time to plan your Christmas campaign

It may seem odd talking about winter campaigns when there’s still people on their summer holiday but as Stephen Bates explains, it’s vital that the planning process starts now to ensure maximum success.

Given that the festive period produces an excess of waste, it’s strange that few local authorities include this in their communication activity. One of the reasons cited for this is that there is too many other things going on then with people’s attentions being diverted and diluted as a result of an excess of commercial advertising.

However, the fact is that there is no more advertising running through the Christmas period than at any other time during the year. For example, they don’t erect additional billboards or adshells during this time. Radio stations have the same amount of airtime and there’s no evidence to suggest that people are any less likely to respond to advertising then than at any other time through the year.

I actually think people are more responsive during this time as they expect and accept that they will be hit with strong marketing messages.

So, how can local authorities take advantage of this and ensure that the recycling message is kept alive over Christmas?

MEDIA
Most of the big retail and consumer goods companies will have long reserved the best media positions during December and January. However, if you get your skates on, you can still secure some top sites in your area.

If you have data available, concentrate on those areas that are performing the worst as well as town centre locations.

CONTENT
Glass, tin and packaging. Tell people what they need to do with it and how. Creative should be seasonal. Why not get one of your collection crew dressed as Santa and feature them in the ads?

RELIGIOUS SENSITIVITY
Christmas is of course a Christian festival but if you have areas of high ethnic diversity, don’t simply assume that Christmas is ignored – different groups will celebrate it in different ways – if simply as an excuse to have a party! However, you do need to be careful to balance a seasonal theme with something that is not overtly secular.

SEND A CARD
If budget allows, give a Christmas Card to all residents thanking them for their efforts with recycling over the past year. This can really build excellent relations between the council and residents.

If you would like more information on planning a Christmas Recycling Campaign, then get in touch

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