GreenCycle Academy 2018: Hashtags, Apps & Co.

The GreenCycle Academy took place in October and November for already the third time. 30 students from different fields of studies developed ideas and concepts in fields of resource- and waste-management – in this year focused on marketing and digitalization. The young people from all over the world were supported by coaches, experts from GreenCycle GmbH, the TU Munich and Climate-KIC.

The scope in which participants were supposed to develop their ideas was defined by predetermined questions:

1. How might you design a strategy to promote the brand of a global-leader in sustainable waste management?
What types of campaigns, communication channels or other ideas would you like to develop to tackle this challenge?

2. How might you develop digital solutions for a more efficient and effective waste management industry?

Coaches supported the creative process and the development of ideas. They introduced the participants to innovative methods, e.g. for the validation of ideas, and gave valuable advice on how to pitch properly. Saturday’s highlight: A pitch fight in a boxing ring, where the students were supposed to use arguments instead of fists.

After all, the ultimate objective was to convince the jury’s GreenCycle experts of the concepts. In addition to an invitation to Neckarsulm to visit the headquarters of GreenCycle GmbH, the winners could not only choose a workshop with a Climate-KIC coach, but also implement their idea in an international company.

On November 6 and 7 nine participants visited the GreenCycle company in Neckarsulm, Baden-Wuerttemberg. During a wonderful autumn day they had the opportunity to get to know GreenCycle as an innovative and sustainable employer from the Schwarz Group. Besides a guided tour through the company they could also enjoy a real “Swabian Evening” in the “Schlotzerstube” and discover the regional culinary delights. The Academy provided Climate-KIC als well as GreenCycle with the chance to meet young talents and, in some cases, invite them to job interviews.

This year’s winning idea is a social media campaign, which, using the hashtag #FaceTheWaste, illustrates the struggle against litter pollution.

These two concepts made it to the finals of the GreenCycle Academy:

#FaceTheWaste

“Our idea is a marketing campaign which raises the awareness on how litter is produced and managed. It also improves the visibility of the GreenCycle brand. The campaign starts with the creation of social media content by GeenCycle’s marketing team. This content tells stories about positive examples of waste prevention and resource management. The employees of GreenCycle get the chance to partake in the marketing strategy, giving them a sense of participation and contentment. This content they create is to be shared online, using the hashtag #FaceTheWaste. The idea is to motivate interested people to create own content and to share their stories. Digital influencers are used to support the campaign. This allows to reach a higher number of followers and might convince undecided audiences to use the hashtag. After successfully building a community, companies, representing possible GreenCycle customers, will want to join it, become a GreenCycle partner, create a win-win-relationship and connect their brand with this green movement.

PackCheck

The issue addressed by this group focuses on the lack of communication channels between customers and industry, and the lack of information on packaging and adequate studies about packaging as well as packing preferences of customers.

“Our idea is to develop a digital application collecting customer feedback and preferences about the packaging of food. The data could be used for market analyses as a basis for giving counsel to companies (producers or waste management companies) an public institutions. The content of these consultations are the accumulated customer preferences on the one hand, and, on the other, information on the sensible use of packaging. Furthermore, the information could be used start our own waste management company.”

Impressions of the 3rd GreenCycle Academy

Author: Ramona Eitzenhöffer, Public Relations / Sustainability at GreenCycle GmbH