Central Keystone Living Spring 2017 - 29

As a result of our focus groups, we decided to use the campaign to
communicate which products are recyclable. In conjunction with
the ad agency we used, we developed a campaign that was both
disruptive and educational. We knew we had to break through the
"noise" of everyday life to reach our audience on the platforms
they use in a way that was both relatable and understandable.
We developed multiple characters to feature throughout the campaign and they were combined with a recycling message. The characters we decided on weren't your "typical" spokespeople for recycling. Most people think of environmental enthusiasts or hippies
as the main stereotypes of people who recycle. We wanted to show
in our campaign that everyone recycles.
The main characters we developed were: Our master recycler Herb,
the Diva, our Crazy Cat Lady, a Skater, and a Gamer. Each of
these characters also featured recyclable items that weren't the typical type of item you'd think of when you think of recyclables.
Some of the items we featured were: kitty litter buckets, plastic togo containers, cardboard pizza boxes, food and beverage cartons,
aerosol cans like shaving cream cans and hairspray cans, and yogurt
containers. Each of those items is not commonly thought of as
being recyclable, which is why we featured them in the ads.
Continued on page 30.

Penn Waste accepts the following items:
* Plastics with numbers 1-7 on the bottom
* Cartons such as milk, juice and broth cartons
* Aerosols such as empty hairspray, cleaning supply
and shaving cream containers
* Clean and empty cans such as food, beverage, paint,
soup and pet food cans
* Paper of all types including junk mail, copy paper,
magazines, catalogs, and paper bags
* Cardboard of any size and any quantity
The campaign also focused on items that are
"Banned From the Bin":
* Soiled materials such as dirty diapers, tissues,
paper towels, wet papers and food waste
* Hazardous material such as medical waste, propane
tanks, pool chemicals and batteries
* Electronic waste such as computers, computer
accessories, TVs, monitors and e-readers
* Packing materials such as styrofoam, packing peanuts,
and bubble wrap
* Lights and glassware such as light bulbs, strings of
lights, drinking glasses, broken glass and mirrors
* Miscellaneous items such as plastic utensils, plastic
bags, aluminum foil, scrap metal, can lids, clothing
hangers and hoses

TITLE INSURANCE SETTLEMENT SERVICES

AFFILIATED SETTLEMENT SERVICES GROUP
A Subsidiary of Abstract Land Associates, Inc.

Be Safe. Be Sure. Insure with Affiliated.
For most of us, the purchase of our home
is the single biggest investment we ever
make. We certainly don't want any last
minute problems to threaten the transaction. Affiliated Settlement Services Group
will help ensure a successful, trouble-free
closing/settlement.

The Clarksville at Amber Fields,
McNaughton Homes

For all your Title Insurance needs, contact:

Wayne Keech
General Partner,
Affiliated Settlement Services Group
3912 Market Street
Camp Hill, PA 17011

717.975.7839

www.AbstractLandAssociates.com

affiliated@covad.net

*Members of the Home Builders Association of Metro Harrisburg*

HarrisburgBuilders.com

http://www.AbstractLandAssociates.com http://www.HarrisburgBuilders.com

Table of Contents for the Digital Edition of Central Keystone Living Spring 2017