Framing the Challenge:
SourceAmerica is the nation’s largest non-profit creating job opportunities for people with significant disabilities. In past years, their focus had been mostly targeting government contracts. But in an effort to create even more jobs, they were seeking opportunities to work more with the private sector.
Based on the alarming statistics about the disposal of outdated electronics (50 million tons of e-waste are produced in the U.S. each year), we identified e-Cycling as a prime opportunity and created the CyclePoint sub brand to capitalize on this opportunity.
After developing the brand strategy, we created a new logo and launched a campaign to introduce the brand to large, national companies that generate much of the electronic waste. We focused on those who not only have security concerns about their e-waste, but also demonstrate an interest in supporting the master brand’s mission.
Next, we turned our attention to the local level and began recruiting non-profit agency partners across the country. We are currently running a pilot program with partners in four representative markets. Customizable tools and marketing and media plans have been created to test how local level marketing can impact business development and awareness. This franchise-like model enables local non-profits to generate their own business flow.
By employing different combinations of brand awareness advertising with lead generation tactics like direct mail and email, we are determining the optimal mix of these tactics, and the outcomes will inform a wider national rollout in 2016.