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STRATEGIC COMMUNICATIONS
Social Media
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A social media presence has increasingly become more important in reaching and communicating
with customers. In 2014, the Waste Management team focused on identifying
social media opportunities and developing a structure for outreach. The team coordinated
with Waste Management's national social media team to identify opportunities to share
content. At the regional level, Waste Management developed a plan and editorial calendar
for a blog; created a recommended structure, content and posting schedule for Robin
Freedman's (WM's Senior Communications Manager) Twitter account; and conducted a
social media training session to guide future efforts. Social media was also integrated in
the various RSA tasks, such as building a following and posting consumer tips and photos
from community events.
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Advertising Matrix
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To enable Waste Management to evaluate which advertising medium is
most effective for reaching WUTC residents and the Waste Management team developed a
strategic advertising matrix. The matrix includes sample objectives such as
education, raising awareness and encouraging incentive uptake. Each sample
objective was evaluated against a variety of advertising mediums such
as online, outdoor, and television - the matrix outlines the pros and cons of
each advertising medium. Waste Management is also considering developing
a similar matrix for Spanish outreach campaigns.
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