LEEP Recycling Ltd - Our Boxes Mean Business Campaign

In March 2006, LEEP Recycling commenced a campaign, funded by WRAP (the Waste & Resources Action Programme) and supported by Waste Aware Business, to increase the uptake of business recycling services amongst Small to Medium-sized Enterprises (SMEs) in Edinburgh.

LEEP Information Circular Front Page

The 'Our Boxes Mean Business' campaign was based around three simple messages; that recycling at work is easy, convenient and cost-effective.

LEEP Recycling wanted to emphasise that to start recycling at work is as simple as ringing up for a recycling box, which is how the boxes themselves came to play a key part in the campaign.

From research carried out by Waste Aware Business as part of the development of the campaign, the key barriers preventing businesses from recycling were identified as:

Lack of information about the recycling services that were available
Lack of time to separate materials for recycling
Lack of space to store waste for recycling
Current services were not flexible enough
Recycling was not perceived as a cost-effective alternative to disposal

The LEEP campaign aimed to overcome some of these barriers by making it easy to sign up to the service, and providing flexible collection options at competitive prices for the following materials:

Paper
Confidential paper
Cans
Plastic bottles
Cardboard
Plastic cups
Printer cartridges
Mobile phones and chargers
Fluorescent tubes

Business Pack Front Page

The campaign employed a variety of marketing techniques as part of the trial. Information circulars were sent to selected businesses within specific postcode areas in Edinburgh to raise awareness of the campaign and to promote the service.

Press adverts were used to reinforce the key campaign messages of ease of use, cost effectiveness and convenience of the recycling service. Prominent contact details were displayed on both of these materials to allow businesses to contact LEEP to sign up for the service.

A dedicated team of business support advisers contacted potential customers by telephone. The advisers used the information circulars and press adverts initially as a means to engage with the targeted SMEs and then to further explore the potential for business waste recycling. The advisers also made visits to premises where appropriate.

A business pack was distributed to all new customers as a form of support material. The pack consisted of an A4 folder containing:

Welcome letter
Background information about LEEP Recycling
Price list
Order form
'Recycling for your business' leaflet
Waste Aware Business information sheet
LEEP Recycling business support adviser business card

During the six month trial, 245 SMEs were recruited, representing a 30% growth in business for LEEP Recycling and diverting an estimated 396 tonnes of waste from landfill per annum. Quotes from businesses using the service demonstrate that the service is 'easy, cost-effective and convenient'.

LEEP Information Circular Back Page

'...cost effective, friendly and helpful responses from staff and we like to buy 'local' wherever practical' - Kenneth Taylor, Administration Manager, Faculty Services Ltd

'Local, friendly, cost-effective and efficient service.' - Deaf Action

'The dedicated sales team made it easy for us to set up.' - Scottish Environment Protection Agency

LEEP Recycling continues to operate throughout Edinburgh. For further information on LEEP's Business Recycling Services please contact LEEP Recycling on 0131 538 5381 or email leeprecycling@changeworks.org.uk or visit www.changeworks.org.uk.

Islay House, Livilands Lane, Stirling, FK8 2BG
Tel: 01786 468 789 Fax: 01786 464 611