The Ten Bin Club
Ever go to a website and move beyond the usual landing page? Suddenly you’re meandering digitally and find yourself on a page you were unfamiliar with. It’s always a pleasant sensation when you think: “I never knew that.”
I’ve often wondered how many of our members have searched our website and landed on our Ten Bin Club page.
Some might ask, Danielle, what is the Ten Bin Club? The answer is straightforward. TRC publicly recognizes all collection locations that have recycled at least 10 of our green bins that we distribute for the collection of mercury-containing thermostats.
For example, in the previous month of August, you’ll find partners that we honor who have returned 10 recycling bins over their lifetime partnership with TRC. They include:
- White & Shauger Inc., Paterson, NJ
- Landfill Of North Iowa Rcc, Clear Lake, IA
- Johnstone Supply, Tonawanda, NY
- United Refrigeration Inc., Charlotte, NC
- Lennox Stores, Columbus, OH
- Moore Supply Company, Mundelein, IL
- Rise Engineering, Cranston, RI
- Heating & Cooling Supply, LLC, Orange, CA
- Ferguson Heating & Cooling, Winston-Salem, NC
Let me guess. I’m betting that if you scanned the list, one of your first impulses was to determine if you were a) acquainted with the company; b) familiar with the specific location.
Gaining recognition for a worthwhile deed is good news. (I’m sure I don’t have to convince readers that removing mercury from the environment is good for all of us.)
But the second lesson is that it’s great for morale and a chance to use your efforts for positive PR.
I would politely suggest that when you make the Ten Bin Club, you post it in company communications, whether it’s an email, newsletter or even a blog. No matter how much some deny it, humans relish a pat on the back and a “good job” assessment. It’s even more fulfilling if a photo bolsters that public recognition.
The next step is to gain some business traction from your local media. An announcement that you’re a member of the Ten Bin Club might not carry the gravitas to make it into a daily newspaper, but your local or community paper loves these kinds of stories. It highlights your employees and the company in a positive light, and it broadens the circulation of your effort. And if you submit the announcement as a news item, you shouldn’t have to pay for it. Just put “News Item” in the subject heading.
Remember, while positive PR helps gain new business, it reminds your existing customer base that they were wise in choosing you.
Here’s a tip that a PR friend taught me. If an editor has two announcements or press releases to consider, and they are essentially the same (matching geographic range, similar industries), but one has a photo or photos and the other doesn’t, guess which wins? Usually, the one with a photo wins. This is especially true if it is a digital publication, because the space can be easily “stretched” compared with a print publication.
So, if this all sounds new to you, visit the Ten Bin Club, and if you’re on that exceptional list, think about how you might reap a PR benefit. If you’re not on the list, it might be a new goal for you.