April 7, 2014
Justin Bieganek: (651) 276-7601
Ingrid Christensen: +1 (612) 605-8006
Beganik Strategy + Design and INGCO International Help
City of Saint PaulCreate Multilingual Marketing Communications
to Launch a New, City-wide Single Sort Recycling Campaign
Group helped design, produce and translate video and program materials into 5 languages
to help program reach Saint Paul’s diverse communities.
Saint Paul, Minn — Launching a single sort waste reduction program may not be new, but how the City of Saint Paul made sure people across the city and across cultural lines understood the new effort was unique. Saint Paul partnered with Beganik Strategy + Design and INGCO International, to create a comprehensive marketing campaign to help launch “All In,” a new, single sort waste reduction program. The team was able to create a variety of effective, culturally appropriate, multilingual communication materials and video that made it possible for the city to engage its diverse population to take part in the program.
“We have to be as inclusive as possible when thinking about how we communicate with Saint Paul,” said Saint Paul Mayor Chris Coleman. “The work done to make sure every community in our city can understand and participate in ‘All In’ is fantastic. The work Beganik Strategy + Design and INGCO International did will help us make sure the messages effectively connected with every community. They are great partners and really made a positive impact.”
The new waste reduction program will be rolled out in phases, beginning with single sort, which allows city residents to place all of their recyclables in a single bin. In addition to single sort convenience, the first phase of the new recycling program expands the types of plastics that can be recycled and adds new types of waste that can be taken to the curb. A key objective of the program is to grow participation in recycling by all members of the City’s very diverse population – many of whom have not participated in the past.
Beganik Design + Strategy and INGCO International worked together with the program staff to create a streamlined visual program highlighting the new recycling program that provokes a sense of pride, inclusion and ownership for the entire Saint Paul community. A video shows ease of use and begins to educate and motivate residents to increase their recycling and decrease their waste rather than simply throw everything in the trash.
“We listened and provided the City of Saint Paul with a new branding campaign that has the tools necessary to engage Saint Paul residents in an innovative recycling program,” said Justin Bieganek, President of Beganik Strategy + Design. “From the program name to the engaging video, the campaign will build awareness and grow participation in the City’s recycling program.”
INGCO International’s team worked closely with Beganik to ensure that the messaging reached diverse audiences – many of whom were not currently engaged in the program.
“We worked closely with the entire team to tailor the campaign messaging to ensure that it speaks to everyone in a broadly diverse city,” said Ingrid Christensen, President of INGCO International. “We know there more than 100 different languages spoken within the city limits, and up to 40% of the residents have limited English skills. Reaching those audiences required a very thoughtful approach. This was a vital opportunity to create an inclusive communication program.”
Saint Paul-based Beganik Strategy + Design is a distinctive studio of cross-disciplinary professionals with the breadth, depth of knowledge and experience to think strategically and execute smartly. Since 1998, they have been providing brand-focused solutions for a multitude of marketing and design challenges. No matter what avenue the communications take, the Beganik team manages to craft strong marketing messages that directly impact their clients’ bottom lines.
INGCO International was founded by Ingrid Christensen in 2006. INGCO International provides global marketing, translation and interpreting services in more than 200 languages across the globe. Christensen and her team have worked with numerous cultural groups and a wide variety of companies and non-profit organizations, including Medtronic, 3M, Coloplast, the Mall of America and the University of Minnesota Department of Biodiversity. INGCO’s philosophy is to have fun and create long-term relationships with its clients. Based on the principle that every person, every client, deserves equal access to language, the company’s goal is to preserve the art of language through interpretation and translation.
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