Recycling cart use saved the city $30,296 through decreased landfill fees and the sale of recycled materials
Recycling Cart Launch Exceeds City of Racine’s Expectations
When the City of Racine, WI decided to implement the use of recycling carts, city leaders knew success depended on convincing city residents to first accept the program and then use the carts.
Rather than trying to change the minds of naysayers, Corporate Images focused on the majority of residents, who were basically neutral about using the carts. Using the slogan, “Pitch in Racine,” we educated residents and gave them a sense of ownership, with messages such as: “You can make a difference.” “You can save the city money.” “You can make Racine cleaner and greener for you and future generations.”
We designed a recycling website; direct mail informational brochures; radio interviews; newspaper, billboard and movie theater ads; and in-person demos at public events. Turning to new media, we managed Facebook and Twitter accounts for additional opportunities to inform residents.
After one month, recycling cart use saved the city $30,296 through decreased landfill fees and the sale of recycled materials. This was double the amount of savings originally anticipated by the city. In just one year recycling tonnage increased by 75%.