WCA Waste Corporation

Challenge

WCA Waste Corporation, based in Houston, Texas, is a full-service waste services company operating in 10 states. On entering the Kansas City metropolitan market, it acquired territories previously serviced by other providers, inheriting legacy-branded equipment and reputational issues with municipalities and their residents. This resulted in dilution to WCA’s brand presence in the market — further diminished both by contracts that prevented WCA from communicating directly with a municipality’s residents and by WCA’s own absence from common social channels.

Solution

The Sturges Word team launched local social media channels and implemented a social media strategy to restore WCA’s brand health, increase brand visibility and build an engaged community of advocates. As part of the strategy, SWC:

• Created content pillars to inform WCA’s social media calendar and to ensure an appropriate mix of news, such as route updates, and employee features to humanize the brand.
• Provided constant monitoring of comments and direct messages and tracked sentiment in order to monitor reputation.
• Prior to launch, SWC anticipated frequently asked questions and complaints and prepared pre-authorized responses in order to respond to customers quickly and thoroughly.
• Implemented a strategic use of paid social advertising to grow social followers, impressions and engagements.

Results

SOCIAL MEDIA  •  CONTENT DEVELOPMENT  •  PERFORMANCE TRACKING