For MK 302: Media Planning, the final assignment was to create a media plan to increase awareness and support for the Massachusetts Bottle Bill update.

1. 
Massachusetts Bottle Bill
MK 302-01 April 25,2012

2. Team: Blue Skies Communication
 Sue Hua
 JumaInniss
 Blair Mosberg
 Kayla Pinto

3. Discovery
 Recycling and litter prevention program first passed
in 1983
 Instituted a nickel deposit on beverage containers
 Over 30 Billion containers have been redeemed
under MA Bottle Bill
 Bottle Bill expansion sought to include “new age”
drinks like non-carbonated waters, iced
tea, juice, and sports drinks

4. Strengths
 Sierra Club and the  Increases recycling
Massachusetts Department
of Environmental Protection  Saves energy, saves oil
are the major supporters of
the Bottle Bill  Creates green jobs
 Strong public support  Keeps current with consumer
habits
 The Bottle Bill has an
existing support network of  Allows small stores to opt out
supporters and a strong
 Supports the Redemption
foundation
Centers
 Decrease landfill use

5. Weaknesses
 Price of beverages will increase for consumers
 “Real Recycling for Massachusetts” coalition
formed

6. Opportunities
 A number of other states have revised their redemption laws
 Generate funds to support state programs and defray the cost of
waste cleanup
 MA size is small enough for it to have impact
 77% of Massachusetts residents favor an updated Bottle Bill
 Could generate up to $37 million in state aid
 Chance to educate publics on Bottle Bill and its effect on
consumers and industries
 Consumer can earn money

7. Threats
 Restaurants may choose food suppliers in NH and
CT instead of MA suppliers
 Restaurants and stores may pull certain product
lines because they don’t want to charge a higher
price for the products to compensate
 Confusion within publics about which bottles are
recyclable and about potential benefits
 Consumers may change buying habits to avoid
price increases

8. Target Audience
 Parents of young children  According to
 18-34 years old MediaMark…
 Teach/encourage their  Newspapers (144)
children to recycle  Radio (128)
 TV (152)
 Youth-connected adults
 Facebook (145)
 Teachers
 Twitter (238)
 Advisors/Administrators
 Coaches

9. Emily Browne
 Northwestern U  Uses social media to keep
grad, 2000, in in touch with friends and
English, Administrative family
Assistant (part-time) at
Boston law firm  Mommy blogs
 Lives in Brookline with  Reads home, food, and
husband, 5 yr. old son, 3 lifestyle magazines
yr. old daughter
 Reads local newspapers
 Hobbies include
yoga, cooking, socializing,  She and her husband
PTA both have iPhones

10. Emily Browne

11. Ted Ruben
 Principal at a high school in  His two children (7 year old
Worcester. boy and 12 year old girl)
have grown up in the school
 He has only been in this role system and always looks to
for two years and is looking instill the importance of a
to strengthen the unity within strong community.
the student body.
 In his free time, he enjoys
 He is in good relations with spending the weekend with
the surrounding schools and his family on small
always seeks day, educational day trips.
fun, engaging, community
building projects for his
school.

12. Ted Ruben

13. Bill Stevenson
 President of Babson College  Sustainable student groups
for the last 14 years now. and local activists have been
pressuring him to enact and
 He has been getting a lot of enforce environmental
interest in pushing a "green" friendly policies at Babson.
program at the school and is
slowing working with the  He has a high income that
board to make sustainable he mostly spends on his real
changes on campus. estate: a summer home on
the Cape, a $7 million
apartment walking distance
to Babson and a 2011 BMW.

14. Bill Stevenson

15. Objectives
 Public awareness of the need to update the Bottle Bill
 Mobilize Massachusetts residents to lobby lawmakers to
vote for the Massachusetts Bottle Bill Expansion

16. Campaign Strategy
 Build awareness around Bottle Bill legislation
among Massachusetts parents.
 Motivate school aged children to urge their
parents to ensure the Bill’s passing

17. Media Strategies
 Print Ads in local publications
 Billboard Ads on Local Primetime News stations
 Blogs  Social Media
@MABottleBillComp
 Radio
WFCR-FM (Amherst) WANF-FM (Newburyport)
WFPB-FW (Falmouth) WBPR-FM (Worcester)

18. Promotional Strategies
 All ages school recycling competition

19. The Competition
 The purpose of implementing the Bottle Bill
Competitions in Elementary schools, Middle
Schools, High Schools, and Colleges across the
Commonwealth of Massachusetts is to generate
interest for the Bottle Bill legislation. Through
targeting and engaging children and young adults in
this competition, we hope to simultaneously reach
their parents who will be able to throw their support
behind the legislation. Winners will be announced in
December (2012) and reward events will be hosted
in May (2013)

20. Elementary School
 School throughout MA that can recycle the
most bottles per student
 Students are encouraged to recycle all types
of bottles that would be covered by the
expansion
 All the money from bottle returns go to the
school
 Winner gets a Carnival Day with a bouncy
bounce, clowns, and carnival games

21. Middle School
 School throughout MA that can recycle the
most bottles per student
 Students are encouraged to recycle all types
of bottles that would be covered by the
expansion
 All the money from bottle returns go to the
school
 Winner gets a JADA concert for their school (a
girl band from MA)

22. High School
 Think of an innovative recycling and
fundraising program in your school
 Put the plan into action
 Team/School with the most impact wins
 Winning club/team wins tickets to a Red Sox
game and $2,000 for their club to continue the
program

23. College
 Campaign with an environmental lobbyist in
your area
 Implement the campaign
 Team or school able to generate the most
support for the Bottle Bill wins (support
meaning signatures or recruits to the cause)
 Winning club/team wins tickets to a Red Sox
game and $2,000 for their club to continue the
program

24. Timeline

25. Budget

26. Evaluation
 Send out evaluation forms to  Google Analytics
schools and parents with
questions about the Bottle  Track social media, i.e.
Bill and their opinions on the Crowdbooster
competitions and legislation
 How many new followers
 Calculate overall  What influential followers
impressions  How many likes, etc.
 How many schools  Mock voting
participated? How many
students were involved?