City of Knoxville

Goals

Goals

Have 20,000 city households (1/3 of those receiving garbage service) voluntarily sign up for the new city recycling program.

Eliminate backdoor service to those homes for which there was no need due to age, disability or street alleys.

Background

Background

Research from recycling experts indicated an estimated 18-24 months to achieve 20,000 households.

Strategy

Strategy

Fully integrated, branding, marketing AND education campaign with grassroots outreach, paid advertising, social media, events, news stories, etc.

Results

20,000 households voluntarily signed up in eight months.

Backdoor service was eliminated without incident, except for those with a medical need.

Knoxville continues to have one of the lowest contamination rates for recycling in the Southeast.

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