Home Services / Exterior & Property Maintenance
Waste management marketing for the HOA board, the business and the route
Waste management marketing from MBI is three campaigns run by one team: a postcard to HOA and condo associations carrying a free-month service offer, a matched Facebook and Instagram campaign reinforcing that same offer, and a mailed launch campaign for a local dumpster-rental service.
Not sure where to start? Talk with our teamDirect mail
Which properties does waste management direct mail go to?
The short answer
Two audiences, not one. The postcard goes to HOA and condo associations and carries a free-month service offer; the commercial half is selected by business type and by local development activity. MBI builds both lists, designs the postcard, prints it and mails it, updating the address file first.
The three campaign concepts. The three campaign concepts for this vertical are an HOA/condo-association postcard with a free-month service offer, a matched Facebook/Instagram campaign reinforcing a direct-mail offer, and a launch campaign for local dumpster-rental services.
The commercial half. Commercial roll-off and construction pipeline campaigns are launched by business type and local development activity.
USPS Domestic Mail Manual 602.5 provides that each address, except for mail bearing an alternative address format, in a mailing at commercial First-Class Mail presorted or automation prices or USPS Marketing Mail prices is subject to the Move Update standard, and that each address and associated addressee used on the mailpieces in a mailing must be updated within 95 days before the mailing date with one of the USPS-approved methods, among them Address Change Service (ACS) and the National Change of Address Linkage System (NCOALink).
USPS Domestic Mail Manual 602.5
Postcard · Direct Mail
Mailer · Direct Mail
Printing
Who prints waste management postcards, and who mails them?
The short answer
Both, from one team. The HOA and condo association campaign is built on a postcard, and printing at MBI is commercial and variable-data printing, in house. Data, print and delivery have been in house since 1989, so the press that runs the card and the day it goes out answer to the same people.
The format. Postcards are a print format listed for waste management.
USPS Domestic Mail Manual 201.1.2.1 requires each stamped card or postcard, or each half of a double stamped card or postcard, claimed at a card price to be not less than 3-1/2 inches high, 5 inches long and 0.007 inch thick, with cards more than 4-1/4 inches high or 6 inches long a minimum of 0.009 inch thick; not more than 4-1/4 inches high, 6 inches long or 0.016 inch thick for each stamped card or each half of a double-stamped card or double postcard; and not more than 6 inches high, 9 inches long or 0.016 inch thick for each postcard; rectangular, with four square corners and parallel opposite sides; and within an aspect ratio (length divided by height) of 1.3 to 2.5 inclusive.
USPS Domestic Mail Manual 201
In house. Printing at MBI is commercial and variable-data printing, in-house.
One team. MBI is one company that plans, produces, and delivers campaigns from a single team in DeLand, Florida, and data, print, and delivery have been in-house since 1989.
printing services postcard mailing services direct mail cost
Magnet · Printing
Signage · Printing
The press and the day
Facebook and Instagram
What do waste management Facebook ads carry?
The short answer
The same offer the mail carries. The matched Facebook and Instagram campaign reinforces the direct-mail offer, and the launch campaign for a local dumpster-rental service runs the ads beside the mailing. Meta's advertising standards make it the advertiser's responsibility to understand and comply with Meta's policies and with all local laws and regulations.
Matched to the mail. A waste-management case study paired a direct-mail postcard with matching Facebook/Instagram ads, and a second source documents Facebook ads for a dumpster-rental launch.
Meta's Advertising Standards prohibit ads promoting products, services, schemes or offers using deceptive or misleading practices, including those meant to scam people out of money or personal information, and make it the advertiser's responsibility to understand and comply with Meta's policies, its Terms of Service and any other applicable terms and guidelines, in addition to all local laws, regulations and, where applicable, self-regulatory advertising codes.
Meta, Advertising Standards
digital advertising services direct mail and digital marketing
Meta ad · Facebook
Landing page · Web
Commercial
Which businesses does roll-off dumpster marketing go after?
The short answer
By business type and by local development activity. Commercial roll-off and construction pipeline campaigns are launched against those two selections, so the mailing follows the businesses and the development actually happening nearby. A launch campaign for a local dumpster-rental service is the third campaign in this set.
What a business campaign is built around. Business waste-audit and service-switch campaigns are built around savings, reliability and diversion goals.
The FTC's advertising FAQ for small business states the basic rule as: “Advertising must be truthful and non-deceptive; Advertisers must have evidence to back up their claims; and Advertisements cannot be unfair.” It treats an ad as deceptive if it contains a statement or omits information that is likely to mislead consumers acting reasonably under the circumstances and is material to a consumer's decision to buy or use the product, and states that “a 'reasonable basis' means objective evidence that supports the claim” and that “the kind of evidence depends on the claim.”
Federal Trade Commission, Advertising FAQ’s: A Guide for Small Business
One-sheet · Printing
Scorecard · Printing
Two selections
Recycling education
Who receives a recycling education mailer?
The short answer
Multifamily properties, HOA properties and municipal routes. Recycling education is used there to improve participation and reduce contamination, which makes the piece an instruction as much as an offer. The accepted-material list is one of the things aligned before the piece is released. MBI designs, prints and mails it.
Where the education runs. Multifamily, HOA and municipal recycling education is used to improve participation and reduce contamination.
Accepted-material lists, collection schedules, safety language, contract terms and municipality requirements are to be aligned before release; localized, multilingual outreach is used where relevant, and response and contamination changes are measured.
The waste management brief’s execution limits, §9
Mailer · Direct Mail
Route changes
What goes out when a collection schedule changes?
The short answer
Layered education, and a way to see who answered. Route changes, new services and compost or recycling programs are supported with layered education and response tracking, so the response to a schedule announcement is measured rather than assumed. MBI plans, produces and delivers the mail that carries it.
Layered, and tracked. Route changes, new services and compost or recycling programs are supported with layered education and response tracking.
Who this is built for. The buyers named for this vertical are regional solid-waste, recycling, roll-off and commercial waste operators with municipal, HOA and business relationships and route expansion goals.
The layers
Notice · Printing
Questions
Questions a waste company asks before it mails
Searched for waste management marketing agency, waste hauling advertising or garbage company marketing? Same work, same answers.
What is in a waste management campaign from MBI?
Three campaigns, and the print behind them: a postcard to HOA and condo associations carrying a free-month service offer, a matched Facebook and Instagram campaign reinforcing that offer, and a launch campaign for a local dumpster-rental service. The printed piece behind the association campaign is a postcard. MBI plans, produces and delivers all of it.
How do the postcard and the feed campaign carry one offer?
The offer is written once. A matched Facebook and Instagram campaign reinforces the direct-mail offer rather than making a second one, so the board member who reads the postcard meets the same artwork in the feed. MBI builds both, so nothing is redrawn between them.
Which waste companies does MBI build campaigns for?
Regional solid-waste, recycling, roll-off and commercial waste operators with municipal, HOA and business relationships and route expansion goals. If growth means more stops on the streets your trucks already drive and more contracts on the properties they already pass, these are the campaigns built for it.
How is a waste management mailing quoted?
A waste management postcard has no list price: every quote resolves to two costs, producing the piece and mailing it, and seven decisions move those two numbers, among them quantity, format and finished size, paper, data and personalization, and postage and sortation. /capabilities/direct-mail/direct-mail-cost takes a waste management company through all seven.
Does a waste management postcard have to stay under a certain size to mail at card prices?
A waste management postcard claimed at commercial card prices must be no more than 6 inches high, no more than 9 inches long and no thicker than 0.016 inch, and not less than 3-1/2 by 5 inches. A card more than 4-1/4 inches high or 6 inches long must be at least 0.009 inch thick.
How does a hauler's address file stay current between drops?
Every address on a hauler's mailing is re-checked before the drop. USPS makes each address in a mailing at commercial First-Class Mail presorted or automation prices, or USPS Marketing Mail prices, subject to the Move Update standard: updated within 95 days before the mailing date by an approved method such as NCOALink, except for mail bearing an alternative address format.
Which claims on a waste management piece need evidence behind them?
The objective ones. FTC guidance for small business says advertising must be truthful and non-deceptive, advertisers must have evidence to back up their claims, and advertisements cannot be unfair; a reasonable basis means objective evidence that supports the claim, and the kind of evidence depends on the claim. A waste-audit or service-switch campaign is written to that standard.
What has to be checked before a waste management piece is released?
Five things are aligned before release: accepted-material lists, collection schedules, safety language, contract terms and municipality requirements. Localized, multilingual outreach is used where it is relevant, and response and contamination changes are measured.
Get started
Start a waste management campaign.
Say which of the three campaigns it is, and the properties or businesses it should reach. It goes to a real member of the MBI team, not a queue.