City of Schenectady
County: Schenectady County
Population: 50,000 +
City Hall: (518) 382-5000
The "It Starts With Me" marketing campaign was designed to educate the community on the value of supporting citywide initiatives.
Phase I of the campaign was to educate children, families and local citizens on the "Green & Economic" benefits of recycling. Community recycling efforts in the City have decreased, therefore, a goal of 30% (minimum) recycling was established for the City – a $350,000 in savings.
The City felt that the "It Starts With Me" message being delivered by local children would have a huge influence on other children, parents and community members recycling habits. The campaign message was delivered to the community via social media outlets, local broadcast, cable and public access TV, local mass transit billboards, a direct-to-home recycling flyer and the "It Starts With Me" imagery added to municipal sanitation vehicles.
All viable traditional, electronic and digital outlets were utilized for getting the message out across all communities regardless of income level or access to public or paid media.
The City partnered with a Schenectady based advertising agency "Creating Why Media," local schools and students, and area businesses.