Fresno County Public Works Drop Off Events
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If you’ve ever organized an event, you know it’s a serious job and takes a massive amount of effort and energy. And with the challenge of engagement, marketing one can be even harder. Fresno County Public Works and Planning (FCPW) presented JP an opportunity to put our creative event marketing to the test while encouraging residents to safely dispose of their household hazardous waste (HHW).
Each year, FCPW hosts several HHW drop-off events, giving residents a legal and cost-free way to dispose of unwanted household items that cannot go in the regular trash. If not properly handled, these can be harmful to people, pets and the environment. JP was tasked with promoting this series of HHW drop-off events in the county.
Here’s how we did it…
Drive Up & Drop Off
Our media team devised a unique marketing strategy which was executed using English and Spanish digital display banners, Facebook/Instagram and contextual data points. The campaign was awareness-driven and projected to reach as many relevant people as possible. With only dates and a few locations in hand, we built eight event campaigns that resulted in over.
In order to boost attendance, our team got creative testing both past target and new audiences to generate mass impressions and engagements. We created an advertising strategy that maintained fluidity between budgets to optimize results. We continued to enhance event responses which built insight and anticipation.
The campaign surpassed its goals, driving far more interest and registration than expected. Performance on social media was the strongest in terms of CTR for both English and Spanish audiences. With over 1.1M impressions, Facebook drove the highest engagements and proved to be more efficient platform in driving attendance, post engagement and message retention.