REDUCING THE MESSAGE

SITUATION

A NEW INITIATIVE

This effort was a regional public, private partnership that brought recycling straight to residents’ curbs, and it needed to get its feet off the ground. This new curbside recycling program was in need of establishing a brand look and name, PR to help perception and adoption, and a communications strategy to make sure all the participating cities were speaking the same language about the program. The cities also needed to effectively communicate their opt-out periods. The program also needed a crisis communications plan as much of the ideology of the region is suspicious of government sponsored of affiliated programs.

  • Lifestyle Photography 35%
  • Initiative Creation 80%
  • Website Development 50%
  • Graphic Design 60%
  • Public Relations 75%
  • Communication Strategy 55%
  • Media Relations 65%
  • Media Pitching 75%

STRATEGY

SEE THE COLOR BLU

RUKKUS created and implemented holistic communications, PR, and crisis communications strategy. We formulated a strategic name: BluCan with BLU standing for Better Landfill Utilization. A new logo, brand elements, and brand guidelines were then formulated. RUKKUS developed and implemented BluCan and BluCan’t educational message campaign to educate about what can be recycled and what can’t. We also generated tool kit for all participating municipalities to utilize when communicating to their citizens.

IMPACT

REDUCE, REUSE, RECYCLE

The tool kits were effectively utilized by each of the municipalities and BluCan was seen in a consistent way throughout the county. Numerous articles were written in local media communicating the story behind BluCan. The program had an overwhelmingly positive response with residents excited to have convenient curbside pickup of their recyclables at a low cost. Opt-out numbers were low in cities with that option. The message and story surrounding BluCan was effectively controlled and communicated.