Changing times:
introducing a new service
With a population of over 300,000 Coventry is the second largest city in the midlands. Coventry City Council (CCC) provides a large range of services to more than 124,000 households.
Introductory service change leaflet
The brief
CCC is responsible for the delivery of recycling and waste services. With this comes the responsibility of reducing the amount of waste that goes to landfill and the promotion of a positive attitude to recycling amongst householders.
To achieve their recycling target CCC developed a new collection scheme. Recycling boxes were to be replaced by a blue lidded wheeled bin and the collection method changed from kerbside separation to co-mingled collections; allowing for a greater range of recyclables to be collected. Together with its existing wheeled bin garden waste and residual waste collections this formed the basis of a new three bin collection service.
Weatherproof contamination bin tag for quick, corrective education
With such a large number of households, creating a smooth transition between the two services was critical for CCC. Because of this they came to us with the following requests:
- Create a communications plan detailing timing and the use of different media in the promotion of the new services
- Design, print and delivery of a variety of media ensuring that the public has a clear understanding of the new services
- Encourage participation in recycling
The Solution
It was vital to introduce the new scheme while avoiding any confusion around the old scheme. To achieve this a communication plan was developed in consultation with CCC. This developed the most effective way of introducing the new services by identifying external and internal audiences, messages and the means that would be used to communicate them. A delivery schedule was produced so that timescales and delivery dates where clearly defined and tied in with the operational activities, such as the delivery of the new recycling bins.
Pages from the design and identity guidelines supplied as manuals and interactive .pdf's
The visual approach to the campaign was already determined and well established through the design guidelines we had previously created for Coventry Waste Services. This was based on their corporate identity guidelines, integrating the Recycle Now identity. This clear identity helped with recognition of the promotional material as householders were already well aware of the Council's brand style.
The CCC website explained the scheme further with interactive FAQ's and explanations
An introductory leaflet was delivered using Royal Mail Walksort to all of the households that would be affected. This outlined the changes to their services and when to expect delivery of their new recycling bins. This was supported by web pages linked to the CCC site, that had more information on the scheme as well as extensive FAQ’s and information on all of the household waste and recycling collections.
People were encouraged to recycle both before and after the introduction of the new scheme with a range of advertising and livery applied to buses, taxis and collection vehicles.
An example of the various billboard adverts used to promote the new services
A range of adverts publicising the new scheme were featured in billboards, Adshels and newspapers. Additional PR was provided through a variety of sources.
Internal training of staff was essential. This extended from the collection staff to office workers that dealt with the general public. This ensured a consistent, positive message and a clear understanding of the implication of the changes.
Pages from the recycling and waste calendars which were individualised to each collection round
An introduction pack was delivered with the new recycling bin. This included: a six page instruction leaflet, a calendar specific to the area clearly showing the collection dates and stickers for each of the three collection bins. These stickers could be applied by the resident to their bin providing a permanent reminder of what should be placed in each bin.
Contamination tags and information cards, specific to each bin, were provided for the collection crews to apply to contaminated bins. This allows a quick and easy way to remind householders what should be placed in each bin.
Bin stickers illustrated with iconography
Displays were developed for unmanned and manned events in busy public areas such as supermarkets and shopping centres. This allowed for large amounts of face to face contact with members of the general public, giving them the opportunity to ask questions, raise concerns and receive further information. Council Recycling Champions conducted a door knocking campaign, targeting areas with low rates of recycling, informing people of the new scheme and encouraging participation. Recycling Champions took a wide range of literature with them including calling cards with clear contact details so that householders could ask for further support if required at a later date.
Full vehicle wrap was used on taxis that took the advertising City-wide
Participation in recycling increased dramatically with the introduction of the new services helping the Council to achieve it recycling targets
Conclusion
CCC’s redesign of their recycling and waste services has proved to be a great success. Participation in recycling has increased dramatically helping the Council achieve its recycling targets. This was aided by a comprehensive communications plan developed specifically for this change of service.
For more information please click here to see the WRAP Coventry case study.
Key facts
- A detailed communication plan set out the communications activities and time scales
- Education of both staff and the general public before the introduction ensured success
- Positive messages associated with recycling helped to increase participation in recycling dramatically
About Coventry City Council
- Provide services to over 124,000 households
- The second largest city in the midlands