Increase Garden Waste Subscriptions and Food Waste Caddy Orders

I can help you significantly increase your garden waste subscriptions and food waste caddy sign-ups (if you have an opt-in) service.

At Havering Council, I increased the online share of their garden waste service from 22% to 46% through a multi-channel strategy.

Along with my trusted delivery partner, CAN Digital, we help deliver behaviour change that works to solve the challenges you face, for example, to get more residents signing up to your garden waste service.

Importantly, I can help you track the difference your campaign is making on a daily basis, so you can see, pound for pound, what’s working and what isn’t.

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Paid Media Buying (Programmatic Advertising)

We place ads across the websites, apps, video, search, and social channels your audience uses; always focused on the lowest cost per outcome. Where offline advertising genuinely adds value, we secure that too (and usually for less than you’d expect).

Targeted Reach

We help you reach exactly who you need to reach to drive behaviour change based on things like

• Demographics
• Geographical areas
• Interest and behaviour groups
• Job types and income brackets

So, you’re not paying to reach people who can’t — or won’t — act.

Search Advertising

Your ads appear when people actively search for relevant terms on Google and other search engines, at the point when people are making a decision. For example if people search for “garden waste bin” or “food waste bin”.

Live Optimisation

We continuously refine creatives, channels, and targeting while campaigns are running, so your budget follows what’s working — not what was predicted in a slide deck.

Clear, Usable Reporting

A live online dashboard, updated weekly, shows how your campaign is performing against agreed service outcomes — not just media metrics.

Dedicated Campaign Management

Every campaign is led by an experienced account handler who understands public sector constraints, pressures, and processes. They’re there to advise, troubleshoot, and keep things moving.
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How Does Programmatic Advertising Work?

Programmatic advertising uses technology to automatically buy and place ads. Every time someone opens a website or app, the system decides in milliseconds whether to show an ad, based on pre-set rules. This removes manual booking and allows campaigns to respond instantly to real-world conditions like time of day, device, or location.

• Data-Led Targeting, Not Channel-Led Buying

Instead of choosing where ads appear, programmatic focuses on who sees them. Audience signals such as geography, housing type, past behaviour, or life events are used to decide when an ad is relevant. This makes campaigns more efficient and reduces wasted spend on people the message isn’t intended for.

• Continuous Optimisation And Control

Programmatic campaigns are always learning. Performance data is used to adjust bids, messages, formats, and frequency in real time, shifting budget toward what works best. This allows marketers to cap exposure, test messages, and improve outcomes over time rather than waiting until the end of a campaign to learn what worked.

As part of a programmatic campaign, remarketing (sometimes called retargeting) is an effective strategy. This is when you show ads to people who’ve already interacted with you — maybe they have visited a page on your website, or visited your app.

When someone takes one of these actions, a tracking tag will recognise that someone has visited your website or filled in a form, or even partially filled in a form, for example.

When they later browse other websites or apps, ad space is auctioned in real time. So, if someone visits your “Garden waste” page and then visits an external website, like Sky News, a relevant advert could be served up to them on that website.

To discover more, please Book a free planning call or call us on 01928 242182 or complete a free online enquiry.

Dominic Ridley-Moy FCIPR, Chart.PR, Dip CIPR
Behaviour Change Network founder