Let me introduce you to RE3.org, a North Carolina campaign to raise awareness about waste reduction and recycling. Launched in 2005, the RE3.org campaign targets high schoolers, college students and twenty-somethings via compelling social marketing strategies.

Pay close attention, readers, to the thorough audience research campaign communicators implemented -- working closely with collegiate recycling coordinators throughout the state to identify barriers to recycling perceived by twenty-somethings, and how they get their information and influences. Based on this research, the campaign has focused on social marketing techniques such as commitment, norms, incentives and prompts. Here's how the RE3.org folks describe their social marketing strategy.

Initially, the campaign used more traditional marketing channels, such as a Web site (yes, the Web can now be considered traditional), ads on cable, pre-movie ads, billboards, trucks and Mountain Dew cans (a favorite drink of the target audience).

This year, the campaign has grown to incorporate some powerful social media techniques including:

  • A BLOG! -- Yes, the first time I've seen a social marketing campaign so effectively integrate a blog into its communications. Nice work. This blog is up-to-date (with posts three to five times/weekly), chatty, fun, interesting, and productive (used also as an informal idea motivator/workspace for RE3.org staff and supporters).
  • Online WOM (word of mouth) marketing via YouTube (lots of catchy videos motivating recycling) and MySpace (sample Grandaddy Nature Anthem, it's funny and memorable).

Nice work, RE3.org. I know that much of its success comes from being so closely in touch with target audiences. It's the only way to understand the needs, interests and habits of those you're trying to reach.

Source: http://www.gettingattention.org/my_weblog/2007/07/re3org-case-stu.html

About the Author
Nancy E. Schwartz helps nonprofits succeed through effective marketing and communications. As President of Nancy Schwartz & Company (http://www.nancyschwartz.com/), Nancy and her team provide marketing planning and implementation services to organizations as varied as the Robert Wood Johnson Foundation, Center for Asian American Media, and Wake County (NC) Health Services.

Subscribe to her free e-newsletter "Getting Attention", (http://www.nancyschwartz.com/getting_attention.html) and read her blog at http://www.gettingattention.org/ for more insights, ideas and great tips on attracting the attention your organization deserves.

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