Community-Based Social Marketing: An Application to Facilities Management

Many federal, regional, and private organizations have identified solid waste management as an important operational strategy. The development of solid waste management plans, however, is difficult. A key component is increasing recycling behaviors among facility users. This research explores how Rocky Mountain National Park (RMNP) in Estes, Colorado is using Community-based Social Marketing (CBSM) to foster better solid waste diversion rates among facility users. Researchers performed a comprehensive test site waste audit to establish a need. In accordance with CBSM methodology, researchers conducted observations and intercept surveys to identify effective recycling behavior(s). They analyzed data to identify the barriers and benefits to these recycling behaviors from the facility users' perspectives. They developed strategies to increase these recycling behaviors based on the barriers and benefits identified using CBSM behavior change tools. In the summer of 2012 the project will conclude with a second waste audit to evaluate implementation and outcome of the identified behavior change strategy.