Develop and execute a comprehensive, multi-faceted advertising and marketing strategy to effectively circulate information on the City’s organics recycling program to Alhambra residents and businesses. a. In consultation with the City’s Recycling Assistant or designee, utilize existing “Alhambra Recycles” campaign material, A/B testing data, and other relevant and available information to develop a robust marketing and advertising plan. b. Draft and execute a timeline to meet all goals set by the marketing and advertising plan. c. Incorporate social marketing methods that instill interest and promote action in order to cultivate wide-ranging understanding of and support for the “collective good” as envisioned by SB 1383 implementation. d. Accentuate hard-to-reach audiences that include, but are not limited to: older residents, residents whose first language is not English (with a priority towards Chinese and Spanish), persons of low socioeconomic status, business managers, and multi-family complex renters and owners. e. Manage Meta Ads, Google Ads, and other digital advertising platforms on behalf of the City. f. Identify and collaborate with hyperlocal agencies to further circulate material in their audiences, such as, but not limited to: the Alhambra Chamber of Commerce, Asian Pacific Islander Forward Movement, Alhambra Latino Association, and Colorado Boulevard Newspaper. g. Identify and recommend additional unique forms of marketing tailored to the City, such as, but not limited to: outdoor advertising, billboards, newspapers, magazines, transit, mailers, and radio advertisements
