The Brand: Creating an identity, launching a campaign

Wolverhampton City Council (WCC) is a large unitary local authority in the West Midlands serving approximately 240,000 residents. In 2006 WCC agreed a 14 year partnership with Enterprise, a specialist industry service provider, to run and improve the waste and recycling collections within Wolverhampton.

The brief

Working with WCC, Enterprise was tasked with the daily running and improvement of the Wolverhampton waste and recycling services. They were required to increase recycling, help reduce landfill and to stop the growth in waste. Achieving these aims relies heavily on users of the services - householders. Therefore, education and effective promotion of new and existing recycling and waste services was essential.

Enterprise approached Get It Sorted with a brief to achieve the following:

  • Develop a communications plan to help increase recycling rates and decrease waste arising
  • Create a strong identity for use in promotional material and provide guidelines to retain consistency
  • Produce a wide range of on going literature and promotional materials to facilitate and foster better attitudes in the disposal of waste, both residential and trade customers

The Solution

Following consultation with WCC and Enterprise regarding past campaigns, the reaction of the general public and their successes and failures we developed a communication plan specifically to achieve their objectives. A series of campaign activities were developed which included:

  • Improvements to website and call centre
  • Development of recycling and waste identity guidelines
  • Vehicle livery and crew training
  • A relaunch of the current recycling services
  • Roadshows and exhibitions
  • Advertising and PR
  • Internal promotions

With a carefully developed communications plan it was then necessary to create a strong brand identity. The brand needed to be capable of being applied to a wide variety of media, maintaining a recognisable and consistent appearance. The designs chosen were an integration of the council branding using the strong red colour and Recycle Now iconography and style. When this process was complete a set of design guidelines were produced. These were supplied as high quality colour printed guides and digital files to all staff that were involved with the promotion and marketing of these services.

Pages from design and identity guidelines 

These guidelines dictated a clear set of rules, with illustrated examples on the use of all aspects of the brand including layout, fonts, logos, spacing, colour use and guides to other media used in promotions. This guide provides a framework that, when adhered to, will assure a consistent and effective approach in the development of all communications material.

2 page recycling flyer

Cardboard and plastic bottle recycling pop up for new service introduction

Green box recycling leaflet

Literature and campaign materials was produced to promote the recycling services. This was developed to raise awareness and understanding of the services and to increase participation and recycling rates and included: 

  • Leaflets and direct mail
  • Collection calendars
  • Flyers, contamination cards and stickers
  • Advertising in magazines and newspapers
  • Displays, branded clothing and livery for the exhibition trailer

In addition to the promotion of existing services new service have also been launched.

Promotions have increased satisfaction in the recycling and waste services to over 93% and recycling rates have risen from 24 - 36% over the three years of campaign.

Branded polo shirts and jackets for members of the recycling team

Conclusion

With a methodical approach to communications planning which addressed the operational objectives and the strength of a solid set of design guidelines, we were able to deliver effective communications to the people of Wolverhampton and help achieve the partnerships recycling targets.

Exhibition trailer display panel

Key facts

  • A communications plan created a clear and effective long term map for delivering communications material to acieve the operational objectives
  • Design guidelines fixed the brand identity of WCC and Enterprises partnership, creating a recognisable appearance for all promotional material
  • A large variety of media has helped to raise the profile and participation in recycling and promoting responsible waste disposal 

Wolverhampton/Enterprise

  • Wolverhampton City Council serves around 240,000 residents
  • Enterprise is a support services company employing over 10,000 people in the UK
  • Wolverhampton City Council have entered into a 14 year partnership with Enterprise to manage their waste and recycling services