The opportunity

The Western Placer Waste Management Authority (WPWMA) sought to improve how it communicated with residents about waste reduction, recycling and proper disposal practices within its single-bin collection system. While the Authority operated an innovative and efficient recycling program, many residents lacked a clear understanding of what happens after materials leave the curb, contributing to confusion and inconsistent recycling behaviors. With limited communications resources and competing organizational priorities, WPWMA engaged JPW to develop a strategic outreach approach that would strengthen public understanding, improve message consistency and support long-term behavior change.

The approach

JPW began with a comprehensive discovery process that included leadership workshops, staff interviews, a facility tour of the Materials Recovery Facility, a communications audit and a regional landscape analysis. Research revealed opportunities to simplify complex messaging, establish a stronger public-facing identity and better connect residents to the impact of their recycling decisions.

Using these insights, JPW developed a strategic communications roadmap that included seven key recommendations to improve outreach effectiveness and community engagement. JPW also created a countywide campaign platform, messaging framework and media strategy designed to increase awareness, build understanding and encourage participation. The campaign concept was refined through audience testing and supported by a multimedia outreach plan spanning digital, social, video and traditional media channels.