marketing Campaigns

RecycleMania 2014

Background

The national RecycleMania competition is a friendly competition between colleges focused on reducing and recycling waste. North Lake College held the championship title between 2008 and 2012. Using the RecycleMania competition bowling pin trophy as its focus, the 2014 campaign featured video, web, social media, posters, news media, promotional giveaways, and email. The campaign used humor to build awareness related to the Waste Minimization Competition and to foster waste minimization practices to help the college regain the champion title that had been lost 2 years prior. Video was the first piece developed, with all other pieces serving as support and message reinforcement.

Key Responsibilities

• Concept development
• Copywriting for email and webpages, and posters
• Video story development, art direction, and music selection

Outcome

North Lake College did not win the competition in 2014, however the campaign was a huge success. The college’s Facebook and Twitter pages experienced tremendous growth in both followers and engagement. The video series won a Paragon award from the National Council for Marketing and Public Relations (NCMPR).

RecycleMania Campaign 2014 Video Series

The Pin Man video series is a collection of 1-2 minute animated videos that tell the story of Pin Man held captive at Valencia College. While he dreams of returning to North Lake College, employees and students at North Lake take steps to win him back.

Click to view in browser.

• Trailer
• Episode 1:  “Solitary.”

  PinMan laments his situation behind bars.

• Episode 2:  “Home Run.”
  PinMan fondly recalls his days at North Lake College.

• Episode 3: “Hope.”
  PinMan agonizes over his lack of options.

• Episode 4:  “A Gift from Above.”
  North Lake students receive a mysterious message.

• Episode 5:  “Talking Trash.”
  North Lake students and staff review PinMan’s message.

• Episode 6:  “The Last Straw.”
  President Slejko recalls PinMan’s last day of freedom.

• Episode 7:  “Anticipation.” 
  PinMan watches from afar as North Lake students and staff make important changes.

RecycleMania Campaign 2014 Web and social Media

The college website served as the hub for RecycleMania information. Social media was used to drive traffic to the website and to the competition video series.

• Campaign email
• Website (static image)
• Social media posts (click image to view full size)