LASTING INFLUENCE

Belief spurs action. Research and results prove that more and more Manitobans believe they have a personal responsibility to recycle and are aware that all beverage containers are recyclable. All our promotional, educational, engagement and awareness-building efforts build belief that continues to have a significant and sustaining influence on recycling behaviour.

Advertising

Through widespread Promotion and Education initiatives, including Recycle Everywhere’s province-wide advertising campaign, Manitobans have increasingly made the choice to recycle their empty beverage containers rather than throwing them in the garbage.

In 2016, we continued our “How Many Were Yours” general awareness campaign, which had a personal responsibility message for empty beverage containers that are not recycled. New creative executions for the 2016 year of the campaign featured everyday people having their unrecycled containers returned to them with the headline, “Of all the beverage containers that weren’t recycled, how many were yours?”. These scenes were set in schools, at home both in single-family and multi-family dwellings, at the beach and in an office building. Media for the general awareness campaign included a selection of out-of-home, print, trade publications, radio, online and television ads.

Research

Research remains a very important part of our Promotion and Education initiatives as we strive to use tactics that motivate consumers to recycle their empty beverage containers, and address any questions they have in educational, fun and creative ways. We use sound research methods to gauge attitudes towards recycling as well as to measure self-reported recycling behaviour, both in and out of the home.

Our 2016 fall research revealed that we continue to make an impact with our Recycle Everywhere campaigns.

  • There was near-universal awareness among Manitobans that all beverage containers are recyclable.
  • Citizens recalled beverage container ads far ahead of any other type of recycling-related advertising on an unaided basis of 74%.
  • On an aided basis, recall of the current campaign was at the highest level recorded since tracking of our annual campaigns began, nine-in-ten stating that they have encountered beverage container recycling advertising in the past few months.
  • Encounters with Recycle Everywhere blue bins were reported very high among all survey respondents at 88%.
  • Recognition of the Recycle Everywhere logo remained high at 84%.

In addition to our large-scale fall research survey, we conducted targeted research initiatives to better understand beverage container recycling behaviours and barriers in such areas as low-income neighbourhoods and office buildings.

86% of respondents agreed that they “have a personal responsibility to recycle”.

Research

Research remains a very important part of our Promotion and Education initiatives as we strive to use tactics that motivate consumers to recycle their empty beverage containers, and address any questions they have in educational, fun and creative ways. We use sound research methods to gauge attitudes towards recycling as well as to measure self-reported recycling behaviour, both in and out of the home.

Our 2016 fall research revealed that we continue to make an impact with our Recycle Everywhere campaigns.

  • There was near-universal awareness among Manitobans that all beverage containers are recyclable.
  • Citizens recalled beverage container ads far ahead of any other type of recycling-related advertising on an unaided basis of 74%.
  • On an aided basis, recall of the current campaign was at the highest level recorded since tracking of our annual campaigns began, nine-in-ten stating that they have encountered beverage container recycling advertising in the past few months.
  • Encounters with Recycle Everywhere blue bins were reported very high among all survey respondents at 88%.
  • Recognition of the Recycle Everywhere logo remained high at 84%.

In addition to our large-scale fall research survey, we conducted targeted research initiatives to better understand beverage container recycling behaviours and barriers in such areas as low-income neighbourhoods and office buildings.

86% of respondents agreed that they “have a personal responsibility to recycle”.

Sponsorships

Community engagement continued to be a program focus this year and our partnerships yielded tremendous results.

We maintained our hockey sponsorships with the Brandon Wheat Kings, Manitoba Junior Hockey League, the Manitoba Moose and the Winnipeg Jets, as well as continued our partnership with Winnipeg Jets Defenseman Jacob Trouba.

The Blue Bombers continued to take our message on the road with their interactive event vehicle, which featured our Recycle Everywhere inflatable three-point kick.

Our Goldeyes baseball partnership continued with new assets on the scoreboard in the ballpark and BINjamin throwing the opening pitch at our sponsored game.

In addition to our numerous sports partnerships, we continued our involvement with Folklorama, giving away two bikes to one lucky attendee.

Sponsorships

Community engagement continued to be a program focus this year and our partnerships yielded tremendous results.

We maintained our hockey sponsorships with the Brandon Wheat Kings, Manitoba Junior Hockey League, the Manitoba Moose and the Winnipeg Jets, as well as continued our partnership with Winnipeg Jets Defenseman Jacob Trouba.

The Blue Bombers continued to take our message on the road with their interactive event vehicle, which featured our Recycle Everywhere inflatable three-point kick.

Our Goldeyes baseball partnership continued with new assets on the scoreboard in the ballpark and BINjamin throwing the opening pitch at our sponsored game.

In addition to our numerous sports partnerships, we continued our involvement with Folklorama, giving away two bikes to one lucky attendee.

Augmented Reality

In the summer of 2016 we launched our Recycling Starts Here contest app, designed to offer Manitoba recyclers a fun, interactive experience during the summer months, raise awareness of our bin locations, emphasize the importance of recycling beverage containers and provide the chance to win some great prizes at the same time.

To win the grand prize, users had to interact with four specially-marked Recycle Everywhere bins located in four separate locations in Winnipeg. These four bins were located at The Forks Market, Old Market Square, Assiniboine Park Zoo and Investors Group Field. Our lucky winner won a grand prize trip for two to Churchill to see the beluga whales. Unmarked Recycle Everywhere bins across Manitoba also provided users with an educational augmented reality experience that gave them a chance at winning one of many instant prizes when they interacted with these bins. Instant prizes included autographed Winnipeg Blue Bombers jerseys, tickets to Bombers and Winnipeg Goldeyes games, a one-year casual driver subscription from Peg City Car Co-op and more.

Augmented Reality

In the summer of 2016 we launched our Recycling Starts Here contest app, designed to offer Manitoba recyclers a fun, interactive experience during the summer months, raise awareness of our bin locations, emphasize the importance of recycling beverage containers and provide the chance to win some great prizes at the same time.

To win the grand prize, users had to interact with four specially-marked Recycle Everywhere bins located in four separate locations in Winnipeg. These four bins were located at The Forks Market, Old Market Square, Assiniboine Park Zoo and Investors Group Field. Our lucky winner won a grand prize trip for two to Churchill to see the beluga whales. Unmarked Recycle Everywhere bins across Manitoba also provided users with an educational augmented reality experience that gave them a chance at winning one of many instant prizes when they interacted with these bins. Instant prizes included autographed Winnipeg Blue Bombers jerseys, tickets to Bombers and Winnipeg Goldeyes games, a one-year casual driver subscription from Peg City Car Co-op and more.

Website

Recycle Everywhere website sessions rose by 32%, with 80% of visitors new to the website. The majority of our website traffic was from organic search, which demonstrates that more and more people are recalling Recycle Everywhere by name, and visiting our site to learn about the initiative.

We continued to add valuable content to our website based on users’ needs, which included the addition of the “Recycling in the Workplace” page. This is a tool for any type of workplace to start a beverage container recycling program, or order Recycle Everywhere bins if they are ready to do so.

Direct traffic rose from 16% to 35% demonstrating the effectiveness of our marketing efforts.

Through enhanced Google Analytics reporting, we were able to better understand the user experience and update content based on results. Updates will be made in 2017 to optimize website content.

In addition, we implemented a new software system, the Recycle Everywhere Bin Portal, allowing us to track inventory in real time, let partners order bins and view past bin ordering information through a personalized account, allow users to request event bins and our Street Team, and house our bin ordering system, all in one place. This new system enhances our data collection methods helping us manage our tens of thousands of bins located throughout Manitoba in an efficient and effective way.

Overall, combining valuable content, an investment in paid media, and new initiatives aimed at building awareness have helped to drive traffic to recycleeverywhere.ca.

Website

Recycle Everywhere website sessions rose by 32%, with 80% of visitors new to the website. The majority of our website traffic was from organic search, which demonstrates that more and more people are recalling Recycle Everywhere by name, and visiting our site to learn about the initiative.

We continued to add valuable content to our website based on users’ needs, which included the addition of the “Recycling in the Workplace” page. This is a tool for any type of workplace to start a beverage container recycling program, or order Recycle Everywhere bins if they are ready to do so.

Direct traffic rose from 16% to 35% demonstrating the effectiveness of our marketing efforts.

Through enhanced Google Analytics reporting, we were able to better understand the user experience and update content based on results. Updates will be made in 2017 to optimize website content.

In addition, we implemented a new software system, the Recycle Everywhere Bin Portal, allowing us to track inventory in real time, let partners order bins and view past bin ordering information through a personalized account, allow users to request event bins and our Street Team, and house our bin ordering system, all in one place. This new system enhances our data collection methods helping us manage our tens of thousands of bins located throughout Manitoba in an efficient and effective way.

Overall, combining valuable content, an investment in paid media, and new initiatives aimed at building awareness have helped to drive traffic to recycleeverywhere.ca.

Social Media

We continue to connect with our audience online through the Recycle Everywhere social media accounts. Facebook page likes rose by over 800 to 5621 in 2016. We launched our Instagram account in the summer of 2016 with our Street Team, showcasing all of the exciting events they attended throughout the summer. Since then we have grown our follower base by hundreds, as we continue to grow this platform and engage new followers.

Public Relations

Our media relations efforts continued with several noteworthy announcements accompanied by press events throughout the year such as our Co-op partnership launch and the launch of the Recycling Starts Here contest app. Both events garnered earned media throughout the province. In addition to this, we distributed press releases on the Mini Bin program and its achievements as well as announced the winner of our Northern and First Nations Community Clean-up. Various articles about our program were submitted and ran in several trade publications.

Social Media

We continue to connect with our audience online through the Recycle Everywhere social media accounts. Facebook page likes rose by over 800 to 5621 in 2016. We launched our Instagram account in the summer of 2016 with our Street Team, showcasing all of the exciting events they attended throughout the summer. Since then we have grown our follower base by hundreds, as we continue to grow this platform and engage new followers.

Public Relations

Our media relations efforts continued with several noteworthy announcements accompanied by press events throughout the year such as our Co-op partnership launch and the launch of the Recycling Starts Here contest app. Both events garnered earned media throughout the province. In addition to this, we distributed press releases on the Mini Bin program and its achievements as well as announced the winner of our Northern and First Nations Community Clean-up. Various articles about our program were submitted and ran in several trade publications.

Street Team

The Recycle Everywhere Street Team continued to visit every corner of our Province spreading the word about our program and helping events better manage their beverage container recycling efforts.

Key events included our attendance at Winnipeg Blue Bombers and Winnipeg Goldeyes games, Folklorama, 15 school picnics/BBQs, Osborne Village Canada Day celebration, Festival du Voyageur, and the Trapper’s Festival.

The Street Team also travelled through Northern Manitoba – from The Pas to Thompson. Here they proved their versatility helping to educate Manitoba students on the benefits of beverage container recycling both at home and at school.

As part of its public engagement mandate, the Street Team surveyed over 1,700 respondents. When asked “In what type of public spaces would you like to see more Recycle Everywhere bins?” the public has again chosen parks as their number one answer, followed by streetscapes and office buildings and workplaces.

Over the summer, we attended 152 events over 247 days, with our mascot BINjamin appearing 100 times.

Street Team

The Recycle Everywhere Street Team continued to visit every corner of our Province spreading the word about our program and helping events better manage their beverage container recycling efforts.

Key events included our attendance at Winnipeg Blue Bombers and Winnipeg Goldeyes games, Folklorama, 15 school picnics/BBQs, Osborne Village Canada Day celebration, Festival du Voyageur, and the Trapper’s Festival.

The Street Team also travelled through Northern Manitoba – from The Pas to Thompson. Here they proved their versatility helping to educate Manitoba students on the benefits of beverage container recycling both at home and at school.

As part of its public engagement mandate, the Street Team surveyed over 1,700 respondents. When asked “In what type of public spaces would you like to see more Recycle Everywhere bins?” the public has again chosen parks as their number one answer, followed by streetscapes and office buildings and workplaces.

Over the summer, we attended 152 events over 247 days, with our mascot BINjamin appearing 100 times.

Street Team

The Recycle Everywhere Street Team continued to visit every corner of our Province spreading the word about our program and helping events better manage their beverage container recycling efforts.

Key events included our attendance at Winnipeg Blue Bombers and Winnipeg Goldeyes games, Folklorama, 15 school picnics/BBQs, Osborne Village Canada Day celebration, Festival du Voyageur, and the Trapper’s Festival.

The Street Team also travelled through Northern Manitoba – from The Pas to Thompson. Here they proved their versatility helping to educate Manitoba students on the benefits of beverage container recycling both at home and at school.

As part of its public engagement mandate, the Street Team surveyed over 1,700 respondents. When asked “In what type of public spaces would you like to see more Recycle Everywhere bins?” the public has again chosen parks as their number one answer, followed by streetscapes and office buildings and workplaces.

Over the summer, we attended 152 events over 247 days, with our mascot BINjamin appearing 100 times.

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