Case Study: Ramsey County improves recycling outreach with NewPublica

Ramsey County boosts recycling outreach in 2024 with NewPublica's targeted research

Ramsey County partnered with NewPublica to increase awareness and participation in its recycling program. The challenge was to better understand how to reach essential communities within the county, particularly BIPOC residents, and to identify the barriers preventing effective recycling.

NewPublica conducted extensive research, including surveys and focus groups, which revealed that a lack of how-to knowledge was the primary barrier. This finding led them to craft a new targeted campaign that utilized paid influencers and shifted the messaging to be more instructional. The success of this influencer strategy indicated a clear need to expand such methods, leading to better community engagement and outcomes for the county's program.

Ramsey County