City of Arlington (COA)
Advertising Campaign - a series of advertisement messages that share a single idea and theme intended to achieve a particular goal. An IMC is a platform where a group of people can group their ideas, beliefs, and concepts into one large media base.
COA Business objective: To create awareness on how to properly recycle and decrease the contamination rate in the City of Arlington by 3-5% over nine targeted months by utilizing various forms of digital media (social media, e-newsletter, SMS messaging), mailers, and local events. Citizens of Arlington prefer to receive information regarding recycling through these methods, ultimately increasing residents' interaction with the City of Arlington by up to 3%, resulting in the residents recycling smart by playing their part.