Relying on data and research to identify opportunities and set objectives
Research from Keep America Beautiful finds that litter is still a prevalent issue, even around sites where multiple trash and recycling receptacles are available. Nationwide, 82% of litter is cigarette butts, 67% is miscellaneous paper and 45% is food wrappers. The presence of litter reduces property values by 7%.
In our work with the Keep Arkansas Beautiful Commission (KAB), we lean on that research to direct messaging and prioritize communications, using a TraDigital™ omnichannel marketing approach to educate and engage audiences, particularly in community-wide litter-pickup events.
Spotting some decreases in key data points, we devised an integrated communications plan to increase the number of events and volunteers, along with other key performance indicators (KPIs), for KAB’s two annual litter campaigns.