When the work is good, nothing goes to waste.
The Challenge
All American Waste is a family-owned waste management company serving residential and commercial customers across Connecticut and Southern Massachusetts. With core brand values rooted in family, community, safety, and the environment, the company sought to expand awareness of two key offerings: their single-stream recycling collection services to select Southern Massachusetts towns and their residential cart-cleaning service.
The company approached The Agency at Quinnipiac, a student-run advertising agency, looking for tangible, targeted marketing materials that would reach new customers. Their primary request was direct mail flyers, but the account team recognized an opportunity to develop a broader suite of deliverables that would position All American Waste as a trusted community partner, not just a service provider.
The Solution
As Co-Account Executive, I worked with my co-AE and a cross-functional team of student creatives, a VP of Video and Photography, a VP of Graphic Design, and agency leadership to build a multi-channel campaign grounded in All American Waste’s brand identity. Over the course of a full semester, our team produced five distinct deliverables:
Direct Mail Flyers
Community Events Calendar
Photography
Email Newsletter
Target Personas
Podcast Episode
Direct Mail Flyers
Working closely with our graphic design team, we developed postcard designs tailored for Southern Massachusetts audiences. Each mailer addressed a distinct service or audience segment, single-stream recycling, residential family customers, and company drivers, while maintaining a cohesive visual identity that reflected AAW’s brand colors and values. The account executives provided strategic direction, coordinated feedback cycles between the client and designers, and managed revisions across multiple drafts.
Community Event Calendar
Recognizing that AAW’s values align closely with community engagement, the team researched and compiled a calendar of local events across Connecticut and Southern Massachusetts. From seasonal festivals to family-oriented events and volunteer opportunities, the calendar identified touchpoints where AAW representatives could show up, connect with residents, and strengthen their reputation as a local, community-focused company.
Photography
Our VP of Video and Photography captured original content at two key moments: Quinnipiac University’s Boo Bash campus event, where AAW participated alongside local families, and a private tour of the company’s Materials Recovery Facility (MRF) in Berlin, CT. These images give the client authentic, brand-aligned visual assets for use across future marketing materials.
Email Newsletter
To address long-term customer retention, the team designed a MailChimp email newsletter mock-up to recommend a monthly e-newsletter for AAW. The draft demonstrated how the company could maintain an ongoing dialogue with current subscribers, sharing service updates, seasonal reminders, recycling tips, and community news, in a format consistent with their brand identity.
Target Personas
Before creating the direct mail flyers and other promotional materials, we needed to understand who would be on the receiving end. The account executives looked at census data, online forums, and demographic information to build target personas that represent the consumers AAW wanted to reach.
Busy Brian and Clean Kerry will informed future brand marketing as AAW forms relationships in these communities.
Podcast Episode
In a distinctive deliverable that highlighted the depth of our partnership, my co-account executive and I hosted and recorded a podcast episode with the client. The episode chronicled the semester’s collaboration, highlighted the company’s mission, and reflected on the creative process. AAW expressed interest in incorporating the episode into their own promotional content, underscoring the value of the relationship built throughout the semester.
The Outcome
At the close of the semester, the account team presented the full suite of deliverables to All American Waste representatives and a panel of industry professionals in a formal final presentation. A comprehensive final deliverables packet was assembled and submitted to the client, providing them with ready-to-use materials across multiple channels.
The podcast episode, in particular, exceeded a typical student deliverable: the client expressed plans to use it in their own promotional materials, marking a meaningful extension of the project’s impact beyond the classroom. The community events calendar and direct mailers offer All American Waste practical tools for local outreach well into future seasons.
I strengthened my ability to:
Manage client relationships with professionalism and care
Delegate effectively across a multidisciplinary team
Translate a client’s brand values into tangible, strategic work
It reinforced my confidence in entering the client service industry and demonstrated my capacity to lead from the account side of a real agency environment.