Building a Communications Plan to Expand the Facility
The Western Placer Waste Management Authority (WPWMA) is a regional agency established in 1978 through a joint exercise of powers agreement of Placer County and the cities of Lincoln, Rocklin and Roseville. The WPWMA plays a leading role in the future of Placer County’s growth and livability with its Waste Action Plan and turned to JSR Strategies to develop a communications plan for the Plan and to act as the agency’s Public Information Officer.
Jessica’s strategic mind, attention to detail and amazing staff are always available to meet the WPWMA’s needs. JSR has provided the structure, planning and creativity we needed to build relationships with our customers, especially during the pandemic. When you partner with JSR Strategies, you are partnering with a committed, caring and knowledgeable firm.
Developing a Strategic Communications Plan for Waste Management
Placer County residents needed to know that engineers, planners, consultants and thought leaders support and contributed to the Waste Action Plan and that the Plan supports Placer County’s future growth and livability. First, JSR conducted a thorough audit of the agency’s communications and an assessment of its target audiences. Based on this work, we created a strategic communications plan with the goal of passing and approving the Draft and Final Environmental Impact Reports, as required by the California Environmental Quality Act. Our objectives were to maintain member agency confidence, heighten awareness of WPWMA’s goals among county leaders and conduct timely, accurate outreach to the public.
JSR shared the WPWMA’s various messages across digital channels.
Facebook Like and Follow Campaign
To effectively reach the community, the WPWMA needed support to increase its followers on social media channels. A combination of consistent organic posts, event ads and a “Like and Follow” campaign was launched to build audiences.
JSR Strategies deployed the “Like & Follow” campaign on Facebook to grow the WPWMA’s online presence and audience. The campaign included a contest that awarded a $350 gift certificate to one person who “liked” the WPWMA Facebook page. A collection of creative assets and post content were deployed and tested to ascertain which ads the community most identified with during the campaign.
JSR grew likes by 1,148% (from 136 to 1,686) by the end of the campaign.