1. Customer Research • Review relevant Seattle residential food waste prevention and diversion research from other jurisdictions and organizations. • Develop and implement an audience-based customer research plan detailing project goals, schedule, deliverables, priority audiences, and culturally appropriate and in-language research methods and tools. • Develop and implement culturally appropriate and in-language research tools, such as surveys and questionnaires that answer objectives of the project. o Examples of information to be collected include quantitative and qualitative data about food waste prevention and diversion attitudes, awareness, knowledge, behaviors, values, motivators, and barriers. • Test English and in-language usability tools with key audiences, and modify tools based on testing results. • Implement culturally appropriate and in-language research, including managing all planning, participant recruitment, logistics, and fielding of surveys, focus group facilitation, and note taking. • Oversample underrepresented Seattle customers to ensure diverse population is represented in survey results. • Purchase translation/transcreation services, incentives for participation in surveys, focus groups and/or other research efforts; this can include recruitment, space rentals, printing, food and drink for focus groups, and other direct expenses as needed for successful completion of the project. • Compile and analyze all research notes and data. 2. Campaign Planning & Development • Develop innovative, research-driven campaign plans to increase residential food waste prevention and diversion in Seattle. The term “campaign” refers to diverse tactics, messaging and/or project development that should include but are not limited to multi-media content. • Content created available in English, Spanish, and up to four additional languages. • Review of SPU’s list of ethnic media outlets as part of ad placement process and, if needed, also recommend entities not on SPU’s ethnic media list. • Identify more positive terms other than “food waste prevention" based on customer research. • Identify relevant partnership opportunities. The term “partnership” broadly refers to informal and formal pilot projects/activations between SPU and private/public/non-profit entities, which are intended to scale up existing and new food waste prevention and diversion efforts. Partnership examples can include but are not limited to: o Expanding existing grant funding (internal/external) towards food waste prevention and diversion efforts, o Creating more dynamic food waste prevention and diversion resources in multiple languages, and o Amplifying food waste prevention and diversion messaging during high visibility events (virtual and in-person). • Identify existing and applicable SPU efforts, such as Reuse Seattle Initiative and Waste Prevention Planning, where food waste prevention and diversion messaging could potentially be weaved in. 3. Implementation & Tactics/Messaging Testing • Implementation of Campaign and Communications Plan. • Coordinate with SPU and vendors on ad placements with selected media outlets as needed. • Coordinate with SPU and approved partners to establish pilot projects and/or events focused on food waste prevention and diversion. • Develop master location for sharing relevant metrics to measure success such as but not limited to media outlets’ available analytics (i.e., # of clicks on ads, # of engagements – likes/comments/shares, # of impressions and reach).
