Hazard Signs

Challenge

In 2021, Fresno County Public Works and Planning were hosting a series of Household Hazardous Waste (HHW) dropoff events, giving residents a legal and cost-free way to dispose of unwanted household items that cannot go in the regular trash. If not properly handled, these can be harmful to people, pets and the environment.

Solution

Education eventually leads to activation. Our media team devised a
marketing strategy using web and social ads (Facebook/Instagram) in both English and Spanish. The campaign was designed to educate residents about household hazardous
waste, plus spread the word about what can and can’t be recycled. We got to work testing new and past target audiences to generate more engagement. With only dates and a few locations in hand, we built eight event campaigns.

Result

The campaign surpassed its goals, driving far more interest and registration than expected, that resulted in over 2,000 attendees. Performance on social media was the strongest in terms of Clickthrough Rate (CTR) for both English and Spanish audiences. With over 1.1 M impressions, Facebook drove the highest engagements and proved to be more efficient platform in driving attendance and engagement while leaving a memorable message.

Event Data by City

Reedley

466K Total Impressions
1.81% CTR
110 attendees

Coalinga

415K Total Impressions
0.14% CTR
120 attendees

Fresno/ Clovis Spring

731K Total Impressions
0.30% CTR
996 Attendees

Auberry

361K Total Impressions
0.11% CTR
240 attendees

Mendota

197K Total Impressions
0.50% CTR
134 Attendees

Squaw Valley Drop Off

412K Total Impressions
0.18% CTR
12 attendees (all heard about the event through social)

Fresno/ Clovis Winter

731K Total Impressions
0.30% CTR
141 Attendees

Clovis E- Waste

1.1 M Total Impressions
2.51% CTR
290 attendees