The Goldilocks Zone: How Data and Survey Techniques Can Be Just Right for Your Small, Medium, and Large Projects

Projects of all sizes and budgets have one thing in common: A desire to reach a diverse range of stakeholders and the public. How do we better understand our audiences and how to reach them? Or better yet, how does readily available data inform communications, education, and marketing strategies that benefit solid waste programs? Understanding the target audience and their behaviors allows project leaders to better identify the problem and what strategies can best solve it. This session will share lessons learned from small, medium and large projects in Iowa, Minnesota, and Colorado.

The audience will learn how demographic, sociographic, and geographic data, as well as statistically significant survey methods, allow a better understanding of audiences to more effectively influence what they think, know, and feel. After walking through three mini case studies, participants will explore the approach through an interactive mock exercise. Communications and marketing staff, elected official liaisons, outreach and education-focused professionals, GIS experts, and those that wear many hats will walk away with new ideas and tools to help their solid waste campaigns succeed.

About the Speakers

Amanda Brandt
Senior Strategic Communications Strategist | HDR

Amanda Brandt is a senior strategic communications specialist at HDR. Based in Omaha, Nebraska, Amanda has led creative, thoughtful solid waste communications projects throughout the Midwest. Her years as an award-winning journalist in Nebraska and Texas taught her the importance of asking questions and always keeping your audience in mind. She’s developed a special interest in using data, particularly sociographic and demographic information, to identify effective ways to reach stakeholders. From statewide EPR studies to a collections truck branding project, Amanda sees each project as an opportunity to solve a problem and educate others (and herself!).

Amanda Erickson
Solid Waste Planner | HDR

As part of HDR’s Solid Waste team, Amanda Erickson is passionate about waste reduction, recycling, and organics diversion. She has 13 years of experience working in solid waste, and previous experience working for local government entities focused on solid waste programs and natural resource protection. Amanda has led projects including solid waste management plans, feasibility studies, and statewide evaluations. Such projects focused on organics management, waste reduction, alternative technologies, hazardous waste, and solid waste planning. She supports clients working on innovative projects, including food scraps recycling and wasted food prevention. Amanda brings expertise in communicating solid waste policies and programs with wide-ranging audiences, including drafting reports and memos to communicate complex topics with a variety of audiences and stakeholders. She understands the intricacies of local government, waste regulations, managing waste hauler contracts, and communicating effectively with various stakeholders, including elected officials. She supports projects both locally in Minnesota, as well as nationally as part of HDR’s solid waste planning practice.