MONEY FROM TRASH (B2C)
Harborough District Council is a local government district of Leicestershire, serving 22,000 people in an 591.8 km² area. Like many local councils, HDC were seeing their income from Central Government reduced, so have to find new revenue streams to maintain their services.
Garden Waste collection is a service the council outsources, and pays for directly. As funding from Central Government ended, the council wanted to commercialise this service. In an open marketplace, other providers like Biffa and Sita are able to compete for customers. We were asked to make the HDC Garden Waste Collection the go to choice for households.
We held community workshops to understand the local community’s concerns and used these finding to create marketing communications that made choosing the new service the right and easy decision for households. We used language and tone of voice that people would respond to well. We converted concerns from workshops into positive messages. We used infographics to simplify the communication and also made the sign up process accessible.