Gesher Human Services

Creative Client Recycling Effort Creates Buzz, Helps Environment, and Engages Community

Project Overview:

Gesher Human Services, a leading non-profit human services agency in metro Detroit, has helped individuals and businesses achieve their employment goals for over 80 years, and retains CKC Agency to help communicate its programs and services that assist individuals and businesses to the public. One of its programs, eCycle Opportunities, recycles consumer and business electronics in an environmentally responsible manner, creates jobs for people with disabilities and other barriers to employment, and provides a revenue stream for the Agency’s services for people with disabilities in the community.

Gesher Human Services collaborated with CKC Agency to:

  • Develop a newsworthy event to highlight its landmark goal of reaching more than 1,000,000 pounds of recycled electronics 
  • Draw attention to the launch of its new website 
  • Secure publicity to increase donations of recyclable electronic material 

Tactics Implemented:

CKC Agency brainstormed and developed an event dubbed Green Monday to take place after Thanksgiving during which eCycle Opportunities would provide metro Detroiters an easy outlet to discard unwanted electronics after purchases of new electronic items such as TVs, computers, and printers after Black Friday. An added benefit of the event was the potential to reduce electronic waste in landfills.

In addition to creating this idea and its strategic timing, CKC Agency helped the eCycle Opportunities team create and test consumer logistics to ensure a seamless drop-off. A comprehensive press plan was created to target story pitches to reporters who had an interest in writing about recycling in addition to traditional media. CKC Agency coordinated media interviews and prepared eCycle Opportunities’ spokesperson. 

“CKC Agency is an amazing partner. They make it their business to understand our business. Alison is always thinking, anticipating, and planning how to provide Gesher Human Services with positive exposure in both traditional and untraditional ways. Thank you CKC for telling our story so well so that Gesher can help more people in the community.” 

Paul J. Blatt, President and Chief Executive Officer – Gesher Human Services 

Results Achieved:

Pre-press secured by CKC Agency included an in-studio TV segment to showcase items which could be recycled, an on-air TV mention the morning of the event, substantial local print coverage plus in-depth coverage at the event with a popular local TV meteorologist. As a result, eCycle Opportunities’ Green Monday event on November 2, 2019, collected more than 14,100 pounds of electronic waste, including 2,401 pounds of computers, far exceeding eCycle Opportunities’ expectations. Post-event coverage was also achieved in Corp! magazine and on cable television.