The Project: Developed a $30,000 multi-community marketing proposal to expand Circular Materials' "Gold Box" recycling incentive contest from its pilot communities into new markets.
Key Achievement: Led the proposal end-to-end, from media planning and budget allocation across Meta advertising, Google Display, and print/digital placements.
Read my campaign proposal below ↓
2026 Gold Box/Gold Star Campaign Proposal
Prepared by: Andrew Sharp | June 2026
Introduction
Circular Materials is expanding its successful Gold Box incentive program to additional communities across Ontario in 2026. Originally a municipal initiative in the Niagara Region, the program rewards residents who demonstrate exemplary recycling habits. Over the past two years, Circular Materials has successfully delivered digital versions of the contest in the Niagara Region and Hamilton, modernizing the traditional curbside audit model.
This proposal outlines a multi-community 2026 campaign spanning three communities, with tailored adaptations for cart-based and depot-based collection systems.
Objectives
Expand the Gold Box-style incentive program to additional Ontario communities, including cart-based communities.
Encourage proper recycling practices and reduce contamination rates.
Increase resident engagement through positive reinforcement and community recognition.
Modernize the traditional recycling audit model through digital participation.
2026 Target Communities
The following 3 communities are proposed for the 2026 campaign, each receiving localized geo-targeting and customized creative:
How the Digital Contest Works
The digital contest follows the same proven format used in previous campaigns, with an updated prize structure to maximize participation:
Residents submit photos of their properly sorted recycling through a JotForm embedded on the CM contest webpage.
A judging panel from the Operations and Marketing teams reviews each submission against qualifying criteria.
All entries that pass the criteria are entered into a random draw per community.
20 winners per community (60 total) are selected and receive a $50 gift card of their choice and Circular Materials branded merchandise. Winners in bin-based communities (Niagara and Hamilton) also receive a gold recycling box.
Non-winners receive a personalized e-card thanking them and encouraging continued good recycling habits.
Qualifying Criteria
Submissions must meet all the following criteria (confirmed by Operations):
Only acceptable materials placed in the recycling bin.
Materials are properly sorted (paper/cardboard and containers separated).
No harmful materials i.e. batteries, propane canisters.
Cardboard is flattened and bundled.
No recyclables placed in plastic bags.
All materials are clean, dry, and loose in the bin.
Submission Platform
JotForm embedded on the Circular Materials contest webpage.
Participants may submit a maximum of 3 photos per submission.
No account creation required when submitting.
Judging Process
Panel: Two members from the Operations Team and one member of the Marketing team.
Panel reviews submissions against qualifying criteria above.
Qualifying entries are entered into a random draw; 20 winners selected per community.
Non-winners receive a personalized e-card thanking them and encouraging continued good recycling habits.
Timeline
All campaigns to be delivered during warmer months (summer/early fall) to maximize participation. Geo-targeted promotion allows for overlapping timelines across communities.
Communications Plan
Paid Media Strategy — Meta Dark Posts
The primary paid media channel for the 2026 campaign will be Meta dark posts (unpublished sponsored posts), enabling precise geo-targeting without cluttering organic CM brand pages. This approach offers several advantages:
Geo-target each of the 3 communities independently with localized creative and messaging.
Customized creative per municipality where required, maintaining brand consistency.
Overlapping campaign timelines possible without audience bleed between communities.
Improves reach efficiency and budget control compared to boosted organic posts.
Very low participation barrier (photo submission) translates to higher engagement rates.
Reinforces campaign messaging in a simple, repeatable format.
Generates qualitative insight into resident recycling behaviours through submission data.
Scalable model applicable across bin, cart, condo, and depot communities.
Easy to administer and moderate through JotForm and the CM contest webpage.
The majority of the $30,000 budget (after the $3,000 prize allocation) will be directed to Meta advertising to ensure strong participation rates, awareness lift, and geo-targeted reach and frequency across all four communities.
Advertising Tactics
Key Messaging
Headline: "Are You Your Community's Next Gold Star Recycler?"
Supporting: "Show us how you recycle right for a chance to win a gold recycling box!"
CTA: Submit a photo of your sorted recycling bins at [contest URL].
Budget
Team Resources & Legal
Next Steps
Conclusion
The 2026 Gold Box / Gold Star incentive campaign presents an exciting opportunity to scale Circular Materials' successful recycling reward model to new communities across Ontario. By adapting the digital contest format for cart-based Guelph, the program reaches a wider and more diverse audience while maintaining the core objectives of reducing contamination and recognizing exemplary recyclers.
With a total budget of $30,000 and a proven playbook from Niagara and Hamilton, this expansion is well-positioned to deliver measurable engagement, increase participation, and reinforce Circular Materials' leadership in producer responsibility and community education.