With a service that’s often out of sight and misunderstood, Casella, a regional waste management company, was faced with a messaging problem. As they sought a permit to build a new landfill before an existing one reached capacity, they needed an effective way to correct misperceptions about trash disposal and explain the complexities of modern waste management. Their story wasn’t getting to the right audience.
As the project made its way through the bureaucratic process, Casella had been the subject of news articles. However, they hadn’t had a platform on which they’d been able to show their whole industry in context. Recognizing the opportunity for in-depth storytelling, Yankee Custom Marketing (YCM) proposed a 16-page publication aimed at decision-makers across the state.
While Casella’s internal staff continued their existing work on social networks, press releases, and media interview requests, YCM stepped in to manage the additional effort this project required.
A custom publication
YCM editors worked with Casella to learn about their successes and struggles and put together an editorial plan to address many misconceptions about the waste management industry. Experienced journalists interviewed Casella’s leadership, crafting articles for the publication that showcased lesser-known details about the company.
The articles explored topics such as the complexity of building a modern landfill, efforts to divert materials from the waste stream, and the training that goes into its workforce.
YCM’s creative team then designed a high-quality publication, including strong photography and custom infographics to illustrate a variety of data and metrics on Casella’s business.
As an added benefit, Casella used some of the stories to update its blog and social media sites, giving extra reach to the custom content.
Expanding the audience
YCM produced both print and digital copies of the publication. Distribution of the publication leveraged YCM’s relationship with Yankee Publishing’s in-house brands of New Hampshire Business Review and New Hampshire Magazine. YCM also handled mailing the publication to state legislators and other industry decision-makers.
By capitalizing on Yankee Publishing’s audiences, Casella was able to go deep into the details of their critical work. Articles emphasizing the importance of people, innovation, and infrastructure in waste management.
Following the success of the first publication, Casella returned to YCM for a second publication, which was also used as an employee recruitment and retention tool.
Casella’s partnership with YCM enabled them to strategically share the company’s story with a key audience. Plus they gained access to expert staff to create compelling content, ultimately enhancing their public image and industry understanding.