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community-marketing-concept-city-of-phila-recycle-logo-2
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How do you reach 1.4 million people to increase recycling participations?

The City of Philadelphia Streets Department had a goal of increasing the recycling diversion rate, meaning the amount of recyclable materials diverted from the waste stream. Additionally, the Department wanted to develop an effective habit-changing litter abatement campaign.

4%
7.1%
8.2%
12.4%
15.7%
18%
19%
20%

Using sociographic information about the target influencer population, CMC developed strategies to compliment to the overarching mass media and public awareness/service campaign to make influencers advocates.  Specifically the advocates were urged to model target behaviors (recycle more and litter less).  Once armed with the “how to” knowledge, they continually disseminated the information within their sphere of influence.

CMC
Founded in 1995, Community Marketing Concepts (CMC), a minority and women owned family business is a marketing and communications agency focusing on connecting our clients’ messages to their targeted customers.
Philadelphia Office
  • 7300 City Avenue, Suite 330 Philadelphia, Pa 19151
  • (215) 871-0900
Delaware Office
  • 1000 N West Street, Suite 1200 Wilmington, DE 19801
  • (302) 456-9400
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