TerraCycle: Finding Marketing Magic in Your Local Landfills3.amazonaws.com/tc-global-prod/.../TerraCycle_High... · CHIP BAG CASE STUDY Pelletize for Lumber DIRTY DIAPER CASE STUDY

TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.

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TerraCycle: Finding Marketing Magic in Your Local Landfill

collect solve promote


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What is Garbage?


DON’T ASK NATURE – IT DOESN'T EXIST


SIZE OF THE PROBLEM – 5 BILLION TONS!


Red Worms Organic Waste

Worm Poop


Cost of Sustainable Design

0% Recycled

$0.05 per bottle

30% Recycled

$0.07 per bottle

Compostable

$0.15 per bottle

Reused

$0.02 per bottle



First major marketing win from unlikely source…

Sues

But Why???


What those early days taught us…

• Garbage was an affordable, eco-friendly raw

material

• PR was an effective and affordable marketing tool

• Working with major brands creates massive brand

awareness for growing businesses

• Brand Ambassadors, Grassroots Marketing, Social

Media and Contest/Promotions can overcome

budget shortfalls


TERRACYCLE COLLECTION PROGAMS

collect


LIFE CYCLE OF WASTE: BEFORE AND AFTER

The TerraCycle’s Cradle-to-Cradle solution for non-recyclable waste:

Go to TerraCycle.com

and pick a waste stream to collect.

Start collecting in any box. Once full, download a free shipping label and

send it to TerraCycle.

For each unit of waste collected, receive TerraCycle points, which can be

redeemed for impactful charitable gifts.

Waste is upcycled or recycled in to new

eco-friendly products.

Resources Manufacturer Post Consumer Waste

Consumer

Pre Consumer Waste

Retailer

collect

Incineration

Landfill

TerraCycle will provide an analysis of your pre-consumer

waste and will accept appropriate waste streams.

Traditional Cradle-to-Grave model for non-recyclables:


Recyclable (a generally-positive experience)

Non-Recyclable (a generally-negative experience)

Typically Includes: Paper, Aluminum, Glass, #1 PETE & #2 HDPE.

Over 2/3 of all waste is sent to landfill or incinerators.*

Everyday, an average of 2.36 pounds of waste to landfill per person.*

29.83 million tons of plastic waste is generated each year, of which only 7.1% is recycled.*

Incineration:

Landfill:

Mass incineration is the primary cause (roughly 70%) of dioxins in the environment.*

Recyclable:

*Source: epa.gov


collect


Number of people collecting waste for TerraCycle globally.

Pieces of garbage collected by TerraCycle.

Number of locations collecting waste for TerraCycle globally.

Cumulative payment to charitable organizations from TerraCycle for waste collected.

90,000

$4 million

28 million

2.5 billion

Countries Where TerraCycle Operates: (Australia, Argentina, Belgium, Brazil, Canada, Denmark, France, Germany, Hungary, Ireland, Israel, Mexico, Netherlands, Norway, Spain, Sweden, Switzerland, Turkey, UK and US).

20

Christian Tucker, Business Development

= Country with Existing TerraCycle Program

MAP LEGEND

= New Markets for 2012

= Existing Participants


All products can be collected again

Waste is sent to TerraCycle.

TerraCycle works with major

manufacturers who then make finished

TerraCycle products.

TerraCycle checks-in and processes

collected waste. TerraCycle’s R&D and Design teams develop unique recycling and

upcycling solutions for collected waste.

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Upcycle/Reuse Shred &

Compress Pelletize

Pulverize Non-Woven Fiber

CHIP BAG CASE STUDY

Pelletize for Lumber

DIRTY DIAPER CASE STUDY

Fertilizer

Paper Pulp (SBS Board from packages)


solve

Josef Ehntholt, Brigades

Reuse

Values all aspects: material, features and intention.

Spreads tubs have been reused in to plant holders.

Used shoes are collected and reused or sent to those in need.

E-waste Brigades collect and refurbish used electronics for direct reuse.


Upcycle

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Allison Martyn, Business Development

Values two aspects: material and features.

Eco-speakers made from Frito Lay chip bags

Upcycled backpack from Capri Sun juice pouches

Upcycled vest from paper packaging from Suzano Brazil


solve

Recycle

Bari Levine, Brigades

Values one aspect: material.


EXAMPLES OF “CRADLE TO CRADLE” SOLUTIONS

Primary Secondary Tertiary

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Most TerraCycle solutions can integrate collected materials into new and related products – a true “cradle to cradle” story.

Example: TerraCycle is recycling old pens into the pen holder that is

included with every pack of Expo® Pens. Now every pen can occupy a

package more than just once.

Example: TerraCycle is reintegrating recycled Mars Drinks coffee capsules

into the merchandisers for Mars Drinks coffee.

Example: TerraCycle transformed used Frito-Lay® chip bags into a POP

display in Brazil featuring upcycled products along with Frito-Lay chips.


RETURN ON INVESTMENT

Turning Waste into

Massive Brand Equity

collect

Category Leadership

Upcycled & Recycled Products

Activation & Marketing

Opportunities

Guaranteed Performance

Pricing

Brand Differentiation

Pre-Consumer Waste

Solutions

Improved Retail

Activation

Collector Demographic Information

License of the TerraCycle

Logo

Positive PR

Access to Robust

Network of Collectors

Unique Consumer

Engagement


TERRACYCLE LOW-COST MARKETING

•Major PR Efforts – National and Local

• Social Media – Facebook Game,

Contests, Giveaways

• “Garbage Moguls” TV Show (National Geographic Channel)

• High Traffic Website + Newsletter

• Major Blogs and Podcast

• Contests, Curriculum, DIY Crafts



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TERRACYCLE PR PERFORMANCE

National Consumer Business/Trade Local Television

Medium Activation

Kenco UK

Media Placements: 267

Impressions: 165,643,815

Ad Value: $1,532,205.29

Minimum Activation

Colgate (US)



Ad Value: $763,455.22



Ad Value: $6,999,772.04

Heavy Activation

Capri Sun (US)


$89 mill in Ad Value

$52 mill in Ad Value

Over $150mm in Ad Value

TERRACYCLE PR GROWTH


promote

Megan Yarnall, PR

HIDDEN OPPORTUNITIES IN MEDIA

Local Media Campaign:

Local Media is a powerful tool that many marketers ignore. Implementation of

a local campaign can happen anytime and be applied wherever your business

needs additional exposure. Few types of media are more authentic or provide

more awareness on “Main Street.”

Opportunities: 1. Stories of local consumers using your product or service.

2. Partnering with local charities or schools.

3. Areas where your employees are from.

4. Tying your product/service to local news issues.

Execution: 1. Keep Press Materials localized and non-corporate.

2. Reach out to the journalists directly and personally.

3. Have locals pitch the story on your behalf.


EXAMPLES OF TERRACYCLE’S LOCAL MEDIA


promote

Megan Yarnall, PR


Diversify your Media Targets:

Too often communication strategies are too narrow-minded. There are such a

large swath of media coverage areas, you probably aren’t realizing all the

subjects you can pitch your story under.

Opportunities: 1. Think about the consumer and trade opps for your business.

2. What unexpected types of journalists might be interested in your story.

3. Think about your supply chain, manufacturing process, sales strategies

and consumers when mining for ideas.

Execution: 1. Look at all your departments and entire supply chain for opps.

2. Use language and tone appropriate for different categories.

3. Find ways to tell these stories visually.

4. Research industry influencers and experts.

5. Don’t forget about blogs!




promote

Megan Yarnall, PR


Trend Stories:

Combining your company with other relevant industry news creates a “Trend

Story” and can help get media interested in your concept. Even if you don’t

have current news to promote a trend story will enable you to continue to get

media exposure year round.

Opportunities:

1. What major news is affecting your industry and how does your

story relate?

2. What other companies or business out there that parallel your

business?

3. How might your model relate to a larger news issue?


promote

Megan Yarnall, PR

etc.

BUILDING AN OWNED MEDIA EMPIRE

• Good content is key for 3rd parties to be interested

• Start your own blog first to build some content and

followers – promote through website, FB, Twitter

• Contact editors and blog managers who you work with

consistently and offer to provide articles

• Articles must be non-promotional, relevant and

interesting – consider videos and podcasts to accompany

• Website managers judge success on views and traffic,

when pitching show them how we can drive through site,

social networks etc


TerraCycle blogs for major 3rd party sites. We hyperlink within the article to our Facebook page and/or Website. The podcast mentions Facebook

promos every episode to help drive traffic.

TERRACYCLE BLOGS + PODCAST


TURNING YOUR LEADERS INTO EXPERTS

Turning your founders or team leads into an industry expert will

create PR and BD opportunities.

Here are a few ways to help to get started:

• Start a corporate blog, then develop 3rd Party Blogs

• Pitch your GM as speaker/keynote at conferences, universities etc

• Look for local talent agencies or speaking agents – they can help you

book a varieties of deals/appearances but may want a retainer

• Writing Op-Ed’s or Letters to the Editor on key industry issues in

national newspaper and key trade publications

• Look for interviews in key industry publications or news programs –

focused on the person, not the company.


Social Media Budget:

TerraCycle’s total annual spend on Social Media is less than $30,000

in 2011. Our only costs are a full-time salary, a monthly subscription

to Binkd and the shipping and prizing costs.

Social Media Growth:

Since June 2010 TerraCycle grew our FB followers from 10k to almost 100k

today. We doubled our Twitter followers to almost 20k during the same period.


Forget how many “Likes” you have…

Social Media success is all about

engagement!

Of our ~100k FB fans:

•over 75% are MAU

•over 60% are WAU

Facebook Posts Average:

• >50 ‘Likes’ and ‘Comments’

• >8,800 ‘Views’ per post

• >20 ‘Shares’ per post


promote David Simons, PR

EASY SOCIAL MEDIA GROWTH

Growing social networks requires daily posting, constant

interacting with followers and integration with other PR

campaigns and contests. In addition these tactics help to

increase growth:

• Tracking Success and Adjusting Content

• Developing a Good Strategy

• Running Social Media Contests + Activations

• Cross Promo with NGOs, Bloggers, Prof. Associations

• Surveys and Questions


Figure out what is most relevant to

your audience… Do more of it!

For TerraCycle it was non-promotional posts: green

living tips, eco-facts, social/eco news, even eco-jokes.

Always use images and links where possible!

Track efficacy of posts using Facebook

Insights and/or keep an Excel tracking

different types of post and the engagement

levels these received.


• Avg. 30 mentions per day

• Avg. 45 ‘Re-Tweets’ per day

• Avg. 35 new followers per day

•Avg. 134 Bit.ly ‘clicks’


TerraCycle had a Graphic Design intern work on our new cover photo, we

asked our followers to send photos of themselves to include in the

montage, which helped create an engaging, informative cover photo at

no cost!


Old Facebook:

Facebook wall posts pictures were

given a small visibility on the news

feed reducing their value and

impact.

Timeline Facebook:

The timeline makes images far more

prominent at 404px X 404px.

Pictures are now the most engaging

type of posts on Facebook.

Using imagery will get you more

Shares, Likes and Comments at very

little cost. Use Creative Commons

or a very affordable ShutterStock

license for access to inspiring

images relevant to ANY topic!



The New Facebook Timeline gives lots of

functionality to tell your story visually.

Making Facebook an even more powerful

low-cost marketing tool.

• Brand your images when possible to

increase the value of Shares and

customize your images.

• Feature your most loyal customers by

posting pictures of them using your

products/services.

• Give customers an inside look at your

employees and offices through

imagery

• Use images from relevant news outlets

and non-profits to educate.


Instagram is a great way to tie-together all your social networks

from Facebook to Pinterest, and to keep your content engaging.

Here are a few ways to be effective with Instagram:

1. Use hashtags: Just posting a photo is not enough. Use relevant hashtags to

make sure your photos come up in searches and bring in new customers.

1. Enable/tag your location: Each photo on Instagram can be tagged with a

corresponding location, this will will give your photos more context, your

business more exposure, and allows others to find you more easily

1. Create an Instagram promo: Use Instagram promotions to engage with an

audience and/or attract new potential fans. Ask people to post pictures

using a particular hashtag related to your promotion, product or service.

2. Post Regularly: Keeping your social networks constantly updated is crucial.

3. Participate: Another key tenant of good social engagement. On Instagram,

you can become a “Suggested User” by posting, liking and commenting a

lot.

4. Figure our what is working by using a free monitoring site with Statigram

stats about your likes, follows, most popular pics, engagement levels,

etc.


TerraCycle relies entirely on PR for our marketing, so we

have to get the maximum value out of our media and create

as many PR opportunities as possible.

Here are some easy tactics to get PR value from Facebook:

1. Post your online media placements on Facebook: This will

get more traffic and eyes to your news and make news

outlets happy to cover you again in the future.

2. Use Facebook Tabs as MMRs: You can use a Facebook Tab

as a multi-media release, featuring info and images giving

easy access to your preferred journalists with having to add

to your website.

3. Use Facebook Promotions as PR Opps: Doing an online

promotion or contest? Create a press release to pitch to

relevant online media from mommy blogs to PR/Marketing

trades.


We focus 50% on TerraCycle related

content and 50% non-promotional

content. We want to be a destination, not

just for corporate info, but for education,

lifestyle advancement and community

building.

No matter what products or services you

offer you can become a trusted resource

for your customers by sharing industry

news and other relevant updates. Just

don’t use Facebook as an advertising

platform.


1. Use as much imagery as possible.

2. Use the myriad free monitoring services available to

understand what works for your brand.

3. Avoid being overly self promotional. Be a high-quality content

provider and distributor.

4. Ties your efforts on Facebook to other social networks using

Instagram or simply by running cross-platform promotions and

to support your PR efforts.

1. Turn the spotlight around: Feature your customer’s pictures,

stories etc.

2. Be engaged if you want engagement.


Elmer’s Eco Product Design Contest Summary:

Elmer’s Glue and TerraCycle challenged students to use commonly discarded

materials to create new products. Participants designed upcycled products using

Elmer’s packaging and/or used classroom materials, and emailed photos or drawings

with descriptions of their design to TerraCycle.

In addition to over 150 submissions and 1200 votes, TerraCycle

saw a 41% growth in Brigade collections and a 370% growth in

Web traffic

Grand Prize Winner, 64.7% of votes

“Light Up Desk Organizer” Aniq Chunara

Corsicana , TX , Age 10

Elmer’s Glue Crew Brigade® Collections

During the promotion and life of contest we saw, a 41% INCREASE

from the previous months’ collections.


Online Scavenger “Egg-Hunt” for Easter:

Facebook followers were asked 3 questions (one per week) to find the answers they

would have to explore TerraCycle’s website then submit answers via email. Drove

traffic to key areas of main site over 3 week period.

For every 10 “Shares” the prize

pack would increase 10

dollars in value from a base of 15 dollars. Over 90

shares in 3 weeks.

Cost of contest was only roughly 125 dollars. We

got over 200 submissions, 90

shares, 160 Likes and 42 comments

on the contest.


Dropps Largest Laundry Pile Contest Summary:

Participants enter the contest by posting a picture of their large laundry pile on our

Facebook App. The fans on the TerraCycle page choose which picture they think

should be the winner by voting through our custom Facebook Tab. The winner of the

contest will received a one- year supply of Dropps Laundry Pacs.

Garnered over 1600 views, 800 votes, 50 shares, 35 entries and

increased Likes and web traffic by 13% during contest.


Make-A-Difference Mom Contest Summary: Participants entered the contest by emailing a 250 word essay to TerraCycle about how the entrant’s mom made a difference for the environment and community. TerraCycle

and Ziploc picked finalists and the winner was determined by public voting. Winner won 1000 dollars and a Flip Camera!

This is an image of the custom-designed flyer. The contest was promoted through the TerraCycle website, Facebook, Twitter, newsletter and press releases.

In addition to over 100 submissions and

1500 votes, ‘Likes’ growth increased 30%

during month of contest:


CROSS PROMO WITH PARTNERS + ALLIES

TerraCycle’s exponential Facebook growth was greatly aided by

entering into informal cross-promo deals with our partners,

influential bloggers, non-profits and relevant professional

association. This helps to bring engaged followers to your

pages.


USING FACEBOOK FOR COST SAVINGS!

We can effectively conduct market research and business

development by surveying our fans and followers on things like

packaging redesigns and what material to collect or upcycled

product to make next. Asking questions gets great response!

Over 175 responses! Over 220 Votes!


FACEBOOK GAME - TRASH TYCOON

TerraCycle partnered with Guerillapps - start-up

developer - to create a Facebook Game, Trash Tycoon,

which mirrored TerraCycle’s real-life business model!


• The game gained 100k users

and over 15,000 ‘Likes” on its

fan page in first 4 months!

• TerraCycle’s website

increased traffic by roughly

27% during launch months!

• Sales on our E-Commerce

site TerraCycleShop.com saw

slight increase, with more

growth expected once game

items link directly to site!

• During the first 6 weeks our

average “Likes” to TC fan

page per week doubled to

over 900 per week!

IMPACT ON OUR NETWORKS


TRASH TYCOON – CREATING SHARED VALUE

TerraCycle partner

CarbonFund.org receives 10%

of all in-game dollars spent.

Players get to vote monthly

on 1 of 3 projects to support.

Headlines for in-game newsletter

provided by Treehugger - the

game’s media partner. Treehugger

provides web ads and updates on

their highly trafficked site in

return.


KRAFT CHEESE 1st ADVERTISING PARTNER


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“…one of the most successful ads in our history” - Sally Mueller, Target’s Director of Marketing

• People: 21,000 covers returned – 147,000 bags • Newsweek: 41,000 covers returned – 300,000 bags • Target Circular: 82,000 covers returned – 575,000 bags

NON-TRADITIONAL MARKETING: PRINT

Global Vice President PR Albe Zakes

Step 1: Remove envelope from magazine.

Step 2: Tape envelope together and begin collecting shopping bags.

Step 3: Send envelope to TerraCycle and receive coupon.

The coupon redemption rate from this promotion was 60%.


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Nikias Stefanakis, Business Development

Drive collections with single/multi stream collection units in-store, at events, or in your offices.

Between May 2011 to August 2011, Colgate, Mexico recorded a 11% sales lift over the same period in 2010 as a direct result

of the in-store collection program.


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Number of Packages Globally with TerraCycle Logo. 20 billion

By putting the TerraCycle logo on-pack, you communicate to consumers that your previously non-recyclable product is now recyclable through TerraCycle.


TERRACYCLE’S BUILDING

TerraCycle located in Trenton, NJ in 2004. The building, had been empty for 3 years. Locating here rejuvenated a building, created jobs in the neighborhood and was

extremely affordable. Since then we have installed eco-friendly HVAC and soon Solar Panels


GREEN RENOVATIONS

The office is made from reclaimed materials, saving money, impressing clients and raising employee morale and creating PR


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Contact Information:

EM: [email protected] Mobile: +1.267.221.4800

Twitter: @AlbeZakes LinkedIn: linkd.in/AlbeZakes

collect solve promote

TerraCycle: Finding Marketing Magic in Your Local Landfills3.amazonaws.com/tc-global-prod/.../TerraCycle_High... · CHIP BAG CASE STUDY Pelletize for Lumber DIRTY DIAPER CASE STUDY

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