Whittier for Lower Trash Rates

Challenge:

The City of Whitteir opted to contract their trash and recycling collection services to a privately owned company in 2016. The city had previously been responsible for its trash collection.

In 2016 the City awarded the contract to a bidder that had the best interest of the citizens. Unfortunately that bidder was challenged and called for a vote.

The job was to create a local coalition of residents in the City of Whittier that would support the client’s position, speak-up for lower trash rates, and vote to keep the awarded contract in place.

This particular campaign was created and pushed live within 48 hours (Saturday and Sunday – live on Monday).

There were two primary goals:

Approach:

The decision was to execute a hyper-local, geo-targeted digital strategy to reach only citizens of Whittier.

 

The objectives were:

Reach a very specific audience with geo-targeting by zip code via Facebook and Google display advertising

Create a coalition of Whittier residents in support of lowering trash rates who could be activated in time of need

Generate online buzz with social graphics aligned with key messaging points



Outcome:

A victory for the client and the City of Whittier! As of July 1, 2016 Athens Services will provide trash services to the City of Whittier.

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