More than getting the word out
At Recology, I introduced a strategic communications planning model that connected business priorities with audiences, messaging, channels, and implementation.
In a decentralized organization, the opportunity was to move beyond individual communications requests and establish a coordinated approach—one that could support enterprise priorities while remaining relevant to local communities.
Bringing strategy to communications
THE CHALLENGE
Recology's decentralized structure gave local operations the flexibility to communicate in ways that reflected their communities and customers. As enterprise priorities evolved, there was an opportunity to complement that local expertise with a more coordinated approach to communications planning.
The challenge was to establish a shared framework that connected business objectives, audiences, messaging, and channels—while preserving the local knowledge and flexibility essential to effective communications.
MY APPROACH
I introduced a planning framework that brought business objectives, audience needs, key messages, channels, implementation responsibilities, and measurement into a common process.
The approach helped connect executive priorities with practical communications work, creating a more deliberate way to plan initiatives, align stakeholders, and support consistent execution.
Rather than treating communications as individual deliverables, I positioned it as a strategic function with a role in shaping how the organization informed, engaged, and influenced its audiences.
One message. Many communities.
THE FIRST ENTERPRISE-WIDE CAMPAIGN
The Batteries Can Spark Trouble campaign was the first corporate-developed communications campaign designed around a universal message for implementation across Recology's operations.
Improper disposal of lithium-ion batteries presented a shared safety challenge, but customers' disposal options differed by location.
I led the communications strategy and development of a campaign model that addressed both needs: one clear message about the risk of battery fires, supported by a coordinated set of creative materials and practical guidance that local operations could customize.
The campaign established a repeatable approach to enterprise communications—providing consistency in strategy and messaging while accommodating local services, requirements, and customer needs.
Building communications capability
THE IMPACT
The communications planning model established a new foundation for connecting business objectives with intentional, coordinated communications.
The battery safety campaign translated that approach into practice, demonstrating how corporate leadership and local operations could work together around a shared communications priority.
Beyond an individual campaign, the work created a model for developing and implementing future companywide initiatives.