Case studies and references
Case Studies
Initiative “Waste separation works”
History/initial situation: Ten dual systems jointly launch an initiative and are looking for someone who can
a) set up the structure for handling the project, i.e. which committees are required with which decision-making structure in order to act as effectively as possible.
b) drive the content of the project and define actions based on the strategic goals of better waste separation – quantitatively and qualitatively.
c) propose agencies for the relevant trades such as creation, social media, media, web, PR etc., organise pitches, negotiate contracts with regard to qualitative and quantitative criteria (conditions) and structures and document all processes.
Implementation: Over time, organisational and content-related adjustments are required based on experience, for this purpose it is necessary that
a) processes must be continuously analysed and optimisation potentials must be developed, presented and implemented.
b) content strategies are questioned and strategic measures are adapted, resulting in a new path from monologue with end consumers via TV, radio and print to dialogue with end consumers via interactive measures such as games and educational topics in daycare centres and schools.
Result:
Optimised values with regard to qualitative waste separation as the primary goal of the initiative.
Sub-project “Germany recycles. You too?”
- In order to enter into a close dialogue with end consumers, various concepts were presented to the clients as part of the annual strategy and the prioritised concepts were implemented operationally. One of the concepts was the “Germany recycles. You too?” campaign.
- What was at the heart of the “Germany recycles” campaign? The core of the campaign was to address end consumers with the involvement of the regional waste advisors working in the local authorities/disposal areas, whose task is to provide information on the subject of waste.
- Over the course of two campaign weeks in June 2024, events were organised in all participating municipalities – more than 200 waste disposal areas, resulting in a reach of more than 40 million inhabitants in Germany – in the largest waste separation campaign ever held in Germany.
- The events were accompanied by the TRENN-BÄR-mascot, the drummer crews performing with yellow bins, regional and national influencers and many great individual events – all under the patronage of the Federal Ministry for the Environment.
- The campaign was supported by a large number of retailers, such as Netto Marken-Discount, EDEKA, Netto Deutschland and Kaufland. Over a period of two weeks, they all made a large number of their communication areas available for the “Germany recycles. You too?” campaign.
- At the heart of the campaign were oversized three-metre high packagings from the retail partners, which were present in participating municipalities throughout Germany to draw attention to the packaging and the relevance of correct waste separation.
Acquisition of potential customers for third parties (the client)
Based on the client’s target customer list, a potential A-customer was successfully acquired in 2023:
- On the basis of a detailed acquisition strategy
- The conduct of initial discussions
- Subsequently entering into contract negotiations based on the client’s specifications until the contract between the client and the potential A-customer was finalised
- Once the contract had been signed, the new customer was handed over to the organisation in terms of content and process.
- Sales volume generated: approx. EUR 80 million
References
