EPRA (Electronic Products Recycling Association) is a non-profit environmental stewardship organization that manages regulated electronics recycling programs across Canada. In British Columbia, EPRA provides residents and businesses with a safe, secure, and convenient network of drop-off depots to recycle end-of-life electronics, keeping e-waste out of landfills and recovering valuable resources.
While EPRA BC maintains a robust network of authorized recycling drop-off locations, past marketing initiatives primarily relied on brief, periodic campaign flights. This intermittent approach left gaps in year-round visibility, highlighting a key opportunity to build sustained public awareness around accepted electronic products. Additionally, reporting was largely focused on high-level digital impressions, creating a clear need for a more robust attribution framework to tie marketing investment directly to consumer action.
EPRA BC’s goals were to:
By overhauling EPRA BC’s digital strategy and implementing end-to-end attribution, we built a continuous educate-and-remind model tailored to natural e-waste cycles, bridging the gap between online ad exposure and physical recycling behaviour within 3 months:
Generated through footfall attribution technology and programmatic advertising.
Achieved an exceptionally efficient acquisition cost per physical drop-off location (within 30m) visit via programmatic channels.
Transitioned to year-round campaigns to drive website visits and location finder engagement, boosting overall program awareness and education.
We partnered with EPRA BC to modernize their digital media strategy and introduce precise performance analytics, transforming their marketing into a measurable driver of physical e-waste collection. Our approach included:
Audience Testing & Creative Extrapolation: Tested targeted audience segments against specific ad variations, taking the top-performing creative assets and extrapolating them to reach broad audiences efficiently.
Ad Creative & Copy A/B Testing: Continuously tested variations in ad copy, messaging, and specific device imagery (like TVs, batteries, and small appliances) to identify high-converting combinations.
Footfall Attribution Studies: Deployed advanced location-tracking methodologies to accurately monitor when a consumer exposed to a digital ad physically came within close proximity of an authorized electronics recycling depot, turning vague impressions into concrete visit data.
In-Depth Conversion & Intent Tracking: Established granular website analytics to measure high-intent recycling behaviours, including depot locator searches and accepted product queries.
Year-Round Evergreen Media Strategy: Shifted media planning away from short seasonal flights to continuous, year-round targeting that maintains top-of-mind awareness whenever consumers are ready to recycle their tech.
Through this strategic shift, EPRA BC eliminated campaign guesswork, educated thousands of British Columbians on e-waste recycling, and established a scalable, data-driven framework for driving foot traffic to recycling depots.
Arbutus Medical came to Able & Howe with a vision and a plan.
As a young company, Arbutus Medical already knew what they wanted to achieve; they had set strong KPIs and were eager to reach their targets. Arbutus Medical had defined four potential market segments for their product, leaving ample opportunity for growth.
Arbutus Medical lacked the execution resources required to narrow their focus on one target market segment and establish a channel partner pull strategy. They needed a system to measure and track which segments would help them reach their goals the fastest.
The main function gap was a lack of an internal marketing team. Arbutus already had a strategy but no one with the expertise to execute it.
Ridge Meadows Recycling Society
Read More
