Casella, a regional waste management company, partnered with Yankee Custom Marketing to more effectively communicate the complexity and importance of its work to key audiences using owned media. YCM proposed and produced a custom publication using in-depth storytelling to address misconceptions about modern waste management.

Working with Casella’s leadership, YCM developed an editorial plan and produced articles exploring landfill development, workforce training, and efforts to divert materials from the waste stream. YCM handled design, custom infographics, printing, and distribution, leveraging relationships with New Hampshire Magazine and New Hampshire Business Review as well as targeted direct mail.

Following the success of the initial publication, Casella returned to YCM for additional issues, including a 32-page regional magazine marking the company’s 50th anniversary in 2025.