Oil and Filter Recycling Landing Page and Media Campaign
Goal
- Increase awareness of proper oil and filter disposal options through a paid media campaign.
- Drive traffic to the Placer Recycles website to educate residents on curbside pickup and drop-off options.
- Promote oil filter exchange events to encourage participation.
- Ensure compliance with CalRecycle grant branding guidelines while maximizing engagement.
Solution
JSR Strategies executed a multi-channel media campaign combining digital advertising, community outreach, and in-store promotions to maximize awareness and participation.
Strategy 1: Curbside Pickup Awareness Campaign
- Tactics:
- Created bilingual digital ads in English and Spanish targeting Placer County residents.
- Developed display and social media ads demonstrating the ease and convenience of curbside pickup.
- Focused on a high volume of impressions to generate industry-standard click-through rates.
- Execution:
- Implemented paid digital media buys across display networks and social media platforms.
- Designed ads featuring eco-conscious messaging and convenience factors.
- Optimized campaign targeting auto enthusiasts, DIY car owners, and environmentally aware residents.
Strategy 2: Oil Filter Exchange Events
- Tactics:
- Organized two oil filter exchange events in partnership with O’Reilly Auto Parts and AutoZone.
- Promoted the events through digital, traditional, and grassroots outreach.
- Engaged local auto stores to serve as exchange locations.
- Execution:
- Scheduled events on Saturdays and Sundays to maximize participation.
- Implemented paid media promotion, including video ads and in-store marketing.
- Engaged local media and leveraged Placer Recycles’ social media channels for additional visibility.
About
Placer Recycles, a consumer-facing initiative under the Western Placer Waste Management Authority (WPWMA), provides essential waste management services, including the proper disposal of household hazardous waste, used motor oil, and oil filters. Despite existing recycling programs, many residents remained unaware of the curbside pickup program and drop-off options for used oil and filters.
To increase participation in the oil and filter recycling program, Placer Recycles partnered with JSR Strategies to implement a landing page and a targeted media campaign focused on outreach, education, and behavior change. The challenge was to ensure the messaging resonated with diverse Placer County residents, from environmentally conscious recyclers to landowners and car maintenance enthusiasts.
Microsite
Results
Through a targeted media spend and community-driven engagement, JSR Strategies helped Placer Recycles surpass its recycling participation goals. The campaign not only increased awareness but also established Placer Recycles as a reliable resource for sustainable waste disposal.
Oil Filter Exchange Events:
- Held two successful events in November 2017 and May 2018 across nine locations in Auburn, Lincoln, Rocklin, and Roseville.
- 201 filters exchanged in November following initial promotional efforts.
- Amplified outreach in May using video, traditional media, and grassroots strategies, leading to 1,011 filters exchanged, the highest number in WPWMA history.
- Surpassed the original 750-filter recycling goal by 35%.
- Secured commitments from retail partners to continue future exchange events.