Case Study: Promoting Sustainability Through MLB PartnershipObjectiveAs a Sustainability Content Marketing Intern at Waste Management (WM)

, I was tasked with amplifying awareness of WM’s sustainability efforts and strengthening their brand presence through a strategic partnership with Major League Baseball (MLB). The primary goal was to highlight WM’s commitment to environmental stewardship by showcasing initiatives designed to minimize waste and promote recycling during MLB events.

ChallengesEngagement Gap: MLB fans varied widely in their awareness and understanding of sustainability efforts, requiring content that resonated across diverse demographics.

Brand Integration: Ensuring WM’s sustainability message felt authentic and seamlessly aligned with MLB’s branding.

Outreach Scalability: Creating campaigns that could engage fans both at events and through digital platforms.

Strategy and ExecutionEvent-Specific Campaigns:Collaborated on implementing “Green Teams” at MLB stadiums to promote waste sorting and recycling during events.Designed engaging signage and infographics displayed at stadiums to educate attendees on proper waste disposal and WM’s sustainability goals

.Digital Marketing and Content Creation:Produced blog posts and social media content celebrating WM’s partnership with MLB, with a focus on recycling statistics and success stories from past seasons.Created short videos and graphics highlighting how fans could make sustainable choices at home, connecting their actions to WM’s broader mission.Influencer Engagement:

Coordinated with MLB players and influencers to amplify sustainability messaging through personal testimonials and shared posts, ensuring authenticity.Audience Feedback Loop:

Monitored fan engagement through surveys and social media analytics to refine content and measure impact.ResultsIncreased Engagement:

Social media posts highlighting WM’s sustainability partnership with MLB saw a 25% higher engagement rate compared to standard content.Surveys at events showed a 40% improvement in fan awareness of recycling practices.

Brand Visibility:The initiative garnered media attention, resulting in multiple earned media placements, including a feature on WM’s efforts in sports sustainability.

Behavioral Change:Post-event waste audits showed a measurable improvement in proper waste sorting at stadiums, directly supporting WM’s sustainability goals.ConclusionThis case study illustrates how WM successfully leveraged its partnership with MLB

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