When it comes to communications and marketing everyone has an opinion, which can make decision-making difficult even for the most experienced communications, marketing, and education specialist. Drown out the noise and zero in on the execution of effective waste reduction, reuse, recycling, and composting campaigns that yield results for your programs, customers, and community at large.

This session will review real-life case studies from central Ohio’s award-winning recycling and food waste prevention campaigns; feature insights from marketing, engagement, and research experts; and include tips on how to develop persuasive messaging, create powerful visual storytelling, and build partnerships for amplification and behavior change. This session features an interactive advertising focus group demonstration. Please bring a cell phone to participate. You’ll leave this session energized to return to work with the confidence that love it or hate it, your next marketing or education campaign will be more memorable and will deliver the results your peers, customers, and community expect.

About the Speakers

Alessandro Ciaffonicni
President | Origo Branding Company 

As President of Origo Branding Company, a full-service marketing and communications firm in Central Ohio, Alessandro has made it his team’s mission to utilize their time, resources, and energy to help advance the greater good on a statewide, regional, and national scale. Dedicated to these efforts, he has led Origo in developing a wide range of awareness campaigns and brand strategies for cause marketing, public health, and community advancement initiatives. For this conference, Alessandro will share his experiences in these areas of expertise, specifically highlighting his firm’s successful collaboration with SWACO in developing the website and online search tool for the “Recycle Right” campaign, as well as the research, branding, website, and educational outreach efforts for the food waste reduction campaign, “Save More Than Food.” For 20 years, Alessandro’s work has extended beyond his role at Origo, volunteering his time to support community initiatives that help build a stronger future for our region and beyond. Alessandro is proud to serve on the Governing Board of Make-A-Wish Ohio, Kentucky, & Indiana. He also utilizes his expertise and passion for helping others by serving on the Board for The Buckeye Ranch, ensuring that all children and families have the opportunity to receive the mental health services they need to restore hope. Alessandro believes we all have the ability to make an impact through effective marketing strategy, and through his session, he hopes to share simple tools and steps to help make your next marketing project a success. 

Hanna Greer-Brown
Director of Communications | Solid Waste Authority of Central Ohio (SWACO)

Hanna Greer-Brown is a strategic marketing and communications professional with a decorated resume in the public sector. Greer-Brown currently serves as the Director of Communications for SWACO, the Solid Waste Authority of Central Ohio where she oversees and directs all aspects of the digital, print and broadcast communications and marketing activities, in addition to being a lead spokesperson for the organization. Between 2015 and 2025, while at the helm of SWACO’s communication and marketing program, Greer-Brown secured various recognitions and prominent news features in The New York Times, NBC Nightly News and on the cover of Waste Today Magazine. Today, she co-hosts SWACO’s first ever podcast, WastED, a waste and recycling themed production which launched in 2024 and is available on Apple and Spotify. Greer-Brown is passionate about traveling and protecting the world’s natural places for future generations to enjoy. She is a graduate of The Ohio State University, Leadership Columbus and former school board president at Immaculate Conception School in central Ohio. She lives in Columbus with her husband, two sons and chocolate lab, Brownie!

Chelsea Maupin
Senior Strategist & Research Manager | Güd Marketing

Chelsea Maupin is Güd Marketing’s Senior Strategist & Research Manager. She leads research and data collection efforts that become strategic messaging and outreach to advance the greater good throughout the U.S. Her work includes Michigan’s nationally-recognized “Know It Before You Throw It” education campaign featuring the Recycling Raccoon Squad which has contributed to the state’s rising recycling rates and quality improvements. In her 13 years with Güd, she’s lead research, public education and behavior change campaigns on natural resource management and protection, traffic safety, public health, special education and recycling. She’s a proud graduate of the University of Michigan.