Overview

Yorwaste provides sustainable waste management services to businesses across the City of York and North Yorkshire. It’s owned by North Yorkshire Council and the City of York Council, and manages over a quarter of a million tonnes of waste each year, catering for all industries, including hospitality and leisure, retail and retail.

When Yorwaste approached Disruptor Media, it required content that was strategic with lead generation at its heart. What’s more, it wanted to support sustainability by providing upcycling inspiration to the public, whilst supporting local charitable initiatives.

What We Did

Our strategy originally centred around paid advertising to get the brand message in front of new commercial business audiences using social media channels, predominantly LinkedIn and Facebook, along with re-marketing to warm audiences, and PPC to capitalise on search intent.

Fresh social media creative to streamline the branding and simplify messaging was also required to give the brand a voice, whilst remaining empathetic to its council partnership.

We were proud to support Yorwaste with several charitable initiatives. This included:

•  A regional competition entitled “Upcycle for the NHS” to raise funds for York NHS Hospital Trust in 2020.

•  The annual “Get Recycling” used bike appeal that saw Yorwaste partner with the Brownlee brothers. This included event promotion and asset creation to raise awareness of the initiative.

•  The flagship “Re-Use Santa campaign. This annual appeal sees Yorwaste urge the region’s public to donate pre-loved toys to families experiencing hardship, collecting record numbers of pre-loved gifts to be redistributed to hard-hit families.

Yorwaste needed a partner that was truly an extension of its team, which is why we didn’t stop there.

An “always on” PR approach generated exposure in the regional press and fresh sales materials helped to support the team’s in-house sales efforts.