Digital Marketing Plan – Circular Economy in the Food Industry

Business Context & Description

Compost-It is a Leeds-based food-waste recycling service that helps businesses and households reduce their carbon footprint by diverting food waste from landfills to anaerobic digestion facilities. Through flexible collections with low-emission vehicles and tailored sustainability reporting, Compost-It supports clients in meeting both legal obligations and environmental goals.

Backed by regulatory requirements, Compost-It faces a great growth opportunity. There are existing incumbents in the market, large waste management firms with greater resources and established brands. To grow, Compost-It must implement a cost-effective digital marketing strategy to raise awareness and attract more customers.

The Challenge & Objectives

Core Challenge:
How can Compost-It, with limited resources, use digital marketing to increase brand awareness and acquire new customers while standing out against larger competitors?

Objectives:

1. Market & Competitor Analysis: Assess how waste management firms use digital channels to build brand presence and attract clients. (Additionally, how do they inform prospects about upcoming regulations?)
2. Customer Insights: Identify Compost-It’s priority customer groups (e.g., SMEs, hospitality, eco-conscious households) and their decision-making triggers.

3. Content & Campaign Recommendations: Propose digital campaigns that highlight Compost-It’s sustainability and local impact.
4. Channel & Budget Recommendations: Identify the most cost-effective channels (organic social, SEO, partnerships, email) and recommend how limited resources should be allocated.

Deliverables

1. Competitor & Customer Insights Report (short, focused on what matters most for marketing).
2. Digital Marketing Plan including:

• Priority customer segments and positioning statement
• Recommended mix of digital channels
• Example campaigns with sample posts/content