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New West residents have a chance to channel their passion for recycling into the new Royal City Recycling Champions program.

The program, which is based on content in the Master Recycler Vancouver program, addresses garbage, recycling and organics disposal, and train participants in community outreach, leadership and behaviour change. While participants will learn about recycling, the program also explores how people can reduce and avoid creating waste in the first place.

We are really excited to engage with New West, said Daniel Rotman, co-facilitator of Master Recycler Vancouver. Its a small, compact and connected city, and I think that offers a lot of opportunities for these people to really put their passion to work in a way that works for city and for the community. Everybody likes recycling, everybody is interested in recycling we just need to get people aware of how its really working so they can direct their passions appropriately.

Royal City Recycling Champions consists of four evening classes, followed by public outreach. The idea is to teach people how to reduce waste and to get them to share the knowledge they acquire through the program with other community members.

We will take a look at all the facilities that are present, all the companies that operate within New Westminster to haul and manage recycling, Rotman said. Then from there we are going to go a little bit deeper into what does it mean to actually recycle these materials. How does paper get recycled? How does plastic get recycled?

The online program, which begins Oct. 15 on Zoom, includes four online classes:

Class 1 New Westminster's Waste System explores the concept of waste, the citys waste-management system and home waste audits (which will be completed for class three).

Class 2 Its All About Materials, Not Waste addresses materials and the way theyre handled. This includesplastic, paper, organics, glass, electronics, metals, hazardous and other EPR (extended producer responsibility) products.

Class 3 Back to the Future: The Local Circular Economy considers topics such as waste solutions and the circular economy, local organizations and city initiatives, multi-family housing challenges and options, and home waste audit reviews and discussion.

Class 4: Your Turn Now: Community Engagement tackles the principles of community-based social marketing; behavior change tactics, and how they apply to multi-family housing; planning community outreach activities; and a final discussion and wrap-up.

We end off with the more practical aspect of the course or the program, which is: what are things people can actually do in the community? Rotman said. And then we mentor them through that process of figuring out what they want to do, and then also provide mentorship for them in the field for their 20 hours of community outreach.

Some examples of outreach done through the Master Recycler Vancouver program have included holding recycling events where the participants help guide community members on how to recycle properly, creating small courses for the community (such as how to bake bread in order to reduce bread packaging) and doing demonstrations on topics such as how to make your own cosmetics and cleaners.

It looks like whatever folks want, Rotman said of the outreach component. We try and encourage people to follow their passions.

Master Recycler and Royal City Recycling Champions programs are places where new ideas may take shape whether its for entrepreneurial or personal activities.

We are kind of led to believe that recycling is just about putting stuff in the right bin. In reality that is sorting. Thats just sorting your recyclables, Rotman said. So what does recycling actually mean? It means making sure that we have a good material stream and that we have something that we can do with that. So quite often we need people to be very creative and understand that, hey we are collecting all this material but nobody is doing anything with it. Sometimes that sparks ideas in peoples minds about, hey, maybe I can do this. Or maybe I can help collect the materials a little better or maybe I can help people reduce this material in the first place.

Rotman said Master Recycler Vancouver has had more than 60 grads and 3,000 hours invested in the community since it got underway five years ago.

With the launch of Royal City Recycling Champions, New Westminster becomes the second city in Metro Vancouver to offer a program based on Master Recycler Vancouver. The program is being funded by a grant from the City of New Westminster.

Master recycling programs in general, we kind of want to bridge gaps. We want to bridge the gap between where our system is at, how our system runs, and what people know about it, said Rotman, noting recycling systems are transitioning. As a result, we all come with or are carrying ideas about how our recycling system works and we dont get an opportunity to update that. What the Royal City Recycling Champions does is provide people with up-to-date information about how the system works, whats involved and how they can interface with the system in a way that they are passionate about and allows them to make a difference.

To register for the program (a limited number of spaces are available) go to http://www.tinyurl.com/RCRChampions. For more information about the program, go to http://www.royalcityrecyclingchampions.

Originally posted here:
Royal City Recycling Champions program coming to New West - The Record (New Westminster)

Two years on from its launch, Instagram's long-form video platform, IGTV, is still yet to gain significant traction, but it is becoming a more popular destination, and seeing more usage as people look for entertainment alternatives.

Last year, Instagram added IGTV previews to the main feed, which saw IGTV usage increase jump by some 300%, while earlier this year it updated its IGTV previews within Stories, further integrating the platform into its main app, and further increasing its viewer numbers.

It may not be rivaling YouTube just yet, but IGTV is slowly carving out its own niche, which has made it a more enticing option for both creators and viewers.

And that, consequently, makes it a more relevant option for brands as well.

If you're considering your options on IGTV, then this is the post for you - here's a look at all the key info you need to know to maximize your IGTV content.

Like Instagram Stories, most IGTV videos are viewed in a vertical feed, so it makes sense to align your IGTV content approach with established viewer behaviors. As soon as users enter the IGTV platform, videos start to play automatically.

Once your video is uploaded, you're only able to can add a cover image, add sounds, or cut the video's length (if it's under 10 minutes). As such, you need to edit your video beforeuploading, which is an important point in maximizing presentation.

The first key consideration is ensuring that your IGTV video file sizeis under 650MB for videos less than 10 minutes. For videos less than 60 minutes,it should be 3.6GB maximum.

Your video should be in MP4 format, and your IGTV video dimensionsshould be 1080 x 1920 pixels or an aspect ratio of 9:16, which is the same size as Instagram story dimensions.

These dimensions are perfect if you upload videos on the IGTV platform, but when it comes to IGTV video preview in your feed, keep in mind that the video is cut down to a 4:5 ratio. If it's important to show the entire video in your IGTV preview, below are the IGTV dimensions you should consider using:

To create your IGTV channel, start by downloading the IGTV app and loging in with your account's credentials, so that the app syncs with your account, allowing you to upload, watch, and share your IGTV videos instantly.

It's that simple.

Instagram now also allows users to upload IGTV videos via desktop.You can access the same features you would see in the IGTV app, but from the comfort of the Instagram desktop version. Note this only works if you've uploaded at least one video on IGTV - if not, then you'll have to use the app itself.

If you've already uploaded a video in the past, go to your account on the desktop version of Instagram, then click the IGTV tab, where your videos are kept. Here,you should see a blue "Upload" button among your options.

Here are some of the best IGTV practices you should be applying right now to maximize your content performance, and increase engagement:

When users scroll through your IGTV channel, your cover image should grab their attention and entice them to click on your video.

Without a cover image, your video might look unprofessional, or users might have to read the title or description to get context (which feels like work). Make it easy for people to read, click, and watch your IGTV videos with the help of a cover image.

One timeless tip is that posting content consistently on Instagram is crucial to your IGTV success. Brands spoil followers, they hate to admit it, but they thrive on consistency. The more consistent you are with your IGTV videos, the more users will look out for your content to watch, share, and engage with it regularly.

This sounds like a no-brainer, but your IGTV, like your YouTube channel, will show you what topics and content your followers want to see from you.

It also pushes you to experiment with ideas, layouts, and structures to increase your views. At the end of the day, it doesn't matter how good your IGTV videos are if no one is watching.

To add context to your video, and maximize viewership, you should also look to add on-screen text.

Canva allows you to create IGTV, and Instagram story covers with ease. You can create your IGTV cover from scratch or by choosing one of their thousands of templates.

Premiere Pro is great for editing videos. You can preset your IGTV dimensions, add text, music, and export your videos in the recommended file size with ease. Whether you're new to video editing or a seasoned content creator, Premiere Pro is always a good pick.

Wave is to video editing what Canva is to graphics.You can upload, edit, and create IGTV videos in minutes online.You can also keep your videos organized, and reuse them at every step of the customer journey.

If you need a video editing app on the go, Inshot does it all. You can resize your videos, add music, and download files in 1080p quality to match your file source. The app is available in Apple or Android store.

Snappa is another online graphic tool which enables you to create, store, and share Instagram graphics. Snappa enables you to edit videos as well,so if you're looking for a platform that does it all, you might want to consider giving it a look.

Creating content for your IGTV video doesn't have to be a constant struggle - in fact, if you start with these five IGTV video ideas, you're sure to strike gold.

Adding IGTV to your Instagram marketing strategy can be a great way to boost your Instagram presence, and maximize connection with your audience.

This year, amid the COVID-19 lockdowns, digital video has taken off, and IGTV has risen with that trend, which could make it a more important consideration moving forward, while the gradual integration of more eCommerce features into Instagram could also mean that your IGTV content will eventually provide a direct connection to your products in-stream.

Worth considering in your process.

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The Complete Guide to IGTV Dimensions, Best Practices and Creation Apps - Social Media Today

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"Hypercultural Latinx consumers are 100% Hispanic and 100% American, says Ilse Calderon, OVO Fund.

Presidential candidate Joe Biden took a lot of heat when he said, Unlike the African American community with notable exceptions, the Latino community is an incredibly diverse community with incredibly different attitudes about different things.

Everyone took umbrage at what he got incredibly wrong, but overlooked what he got right: the Latino community is incredibly diverse, and not just on political issues, but as consumers.

Its long past time for brands to discover this dynamic, rapidly-growing, but too often overlooked or misunderstood consumer segment: people with Spanish-speaking roots. Make this, National Hispanic Heritage Month, running from September 15 through October 15, the time to do it.

The Hispanic market 61 million strong or 18% of the population represents the nations second largest racial or ethnic group, after white non-Hispanics. Whats more, they accounted for over half (52%) of U.S. population growth from 2010 to 2019.

As a result of their size, rapid growth, and spending power, estimated to reach $1.9 trillion by 2022, a recent Nielsen study said the Hispanic consumer is becoming a prime driving force in the U.S. economy.

Nielsen went on to challenge brands to grasp the advantage of establishing culturally relevant ties in a hypersocial digital world.

The confusion about this customer is understandable, starting with the fact that we dont know what to call them.

Hispanic is the term most often used, but because of the rapid-growing diversity of this group, mixed Black and indigenous people are frequently forgotten. About 20% of those who identify as Hispanic also identify as some other non-white ethnic group.

The recently introduced gender-neutral term Latinx, as well as gender-specific Latino and Latina, are also used, but a recent Pew study found that only 20% of people who trace their heritage from Latin America and Spain have ever heard of Latinx, and only 3% actually use it.

No matter what they are called, the Hispanic population is so large and diverse that they cant be lumped into one bucket.

Rather, brands needs to dig deeper to avoid the all too common mistake of thinking if they simply translate ads or marketing messages into Spanish, theyve done their job.

Within this large and rapidly growing population, Ilse Calderon, a senior associate at Palo Alto, CA start-up venture capital firm OVO Fund, has found a unique consumer segment that she believes is one of the most important for retailers and brands future prospects: the 18 million strong young Hispanic consumers in their prime spending years.

She calls them the Hypercultural Latinx customer, and she knows them intimately, being one of them.

These consumers are in the early stages or on the cusp of adulthood the median age of a Hispanic is 30 years old as compared with 44 for a white non-Hispanic. For brands and retailers that make a connection with these consumers early, they can bank on an extended stay.

Millennial Hispanics are in their prime spending years, which translates into more dollars for businesses that can capture this customer, Calderon says. Legacy companies are doing a subpar job at capturing this customer. Forgive the expression, but old white men dont understand them.

What distinguishes the hypercultural Latinx consumer from others in the Hispanic segment is they have their feet firmly planted in two cultures. Hypercultural Latinx consumers are 100% Hispanic and 100% American, Calderon explains.

They are second-generation Millennials who have been raised in American society and do all the things that Americans do, yet when they go home, they usually speak Spanish, eat traditional foods, and often live in multi-generation families, she continues. They are constantly going back and forth between two cultures, and as a result, they are forced to createtheir own pseudo-culture and community.

The hypercultural Latinx doesnt feel so much conflicted between the two cultures, but wants to live fully in both. She excels in her self-created culture, where her customs, language, and values shine through, Calderon shares.

Being in the continual process of self-creating an identity and community, the hypercultural Latinx consumer is not afraid to take risks and try something new.

She desires to test the untested, and thus, is likely to cross the chasm before the early majority. This makes her an ideal customer segment for consumer startups, Calderon explains.

This gives startups a natural advantage since they are in the same self-creating, identity-defining stage in their business development.

They [startups] can start from scratch and build a brand from the ground up dedicated to the Hispanic millennial, she says and adds, Startups have the benefit of having no history of bad marketing or image problems.

She points to infamous marketing blunders by major brands, like Hersheys and Kmart, which both got into trouble using Spanish-language terms that carried a slang sexual connotation.

This blended cultural dynamic creates opportunities for brands that get it, like Habit Skin, founded by Tai Adaya, who is of Mexican-Pakistani origin.

It offers anti-aging beauty products for women who dont buy the traditional beauty industry message that one becomes less pretty over time, that we lose value as we age.

Habit Skin boldly challenges that notion, claiming, We believe people, like fine wine, get better with age, so long as we keep ourselves healthy. This message is powerfully affirming for young Latinx women who honor their mothers and grandmothers

Another emerging brand targeting this customer is Spiritu. A subscription-based service, it delivers four seasonal boxes filled with beauty and lifestyle products curated specifically for the Latinx woman, including products from Latina-owned businesses and artisanal products from Latin America.

Founded by Danielle Levine, who worked for Google and FabFitFun before launching her venture, she explained in an interview with Authority Magazine:

My road to starting Spirit stemmed from the desire to explore an entrepreneurial path and wanting to create an ecosystem to better serve the Latina consumer. I wanted to create a platform that disrupts the way the mainstream market interacts with the Latina consumer, who is incredibly powerful, diverse, and yet still underserved.

Another startup brand, Carson Life, crossed over into the big time in less than four years. Its product line of natural beauty and health products has become a force for wellness in the Latinx community.

Now carried by 1,000 retailers, including Walmart and Walgreens, as well as on Amazon, Carson Life grew primarily through word-of-mouth as being a company that didnt just cater to Hispanics, but was made by and specifically for their beauty and wellness needs.

Maintaining and developing strong social connections, both digitally and personally, is a priority for the hypercultural Latinx community. With this insight, Calderon sees emerging opportunities for major brands to develop a platform approach, rather than a single brand strategy, to reach more widely across this market horizontally and vertically.

She points to Coca-Colas Iris Nova multi-brand DTC platform for emerging beverage brands and Arfa for personal care brands, founded by ex-Glossier president and COO Henry Davis, as examples of platform businesses perfectly suited to expanding into the Latinx community.

In a final note, Calderon highlights HerbalLife HLF , the dietary supplement company, as understanding the social dynamic unique to the Latinx market. While it has gotten a bad rap for its pyramid-marketing scheme, HerbalLife is a fixture in Hispanic-American homes.

She sees opportunities for companies to use an affiliate and referral program to sell into and through the Latinx community, think Avon and Mary Kay, but without the pyramid-marketing taint.

An army of social guides approach is my way of explaining using Herbalife-like tactics (without the pyramid schemes) to scale a start-up, she explains, using a network of social guides, rather than salespeople.

This social guide is inspiring and looked up to by the hypercultural Latinx population. My generation, the hypercultural Latinx, are looking for our own aspiring brands and products to become loyal to. After all, its innate to Hispanic culture to be social, so buying socially and through each other makes perfect sense, she concludes.

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Biden Was Right. The Hispanic Market Is Incredibly Diverse And Brands Need To Understand It Better. - Forbes

By pushing the boundaries of how and where we can do business, the COVID-19 pandemic has forced entrepreneurs to look at digital media in a new light.

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September18, 20203 min read

Opinions expressed by Entrepreneur contributors are their own.

I think we can all agree that Covid-19 has been a defining moment of this year as it has shifted everything from how we live our lives to how we do business. The transformation has been far-reaching, but it's mostly impacted the way small and medium-sized businesses operate online. When regulations shifted, and measures had to be put in place to contain the spread and protect public health, the environment changed, accelerating a digital transformation and pushing businesses to go online even if it was something they hadn't previously considered.

Related:5 Simple Steps to Digitally Transform Your Business

By pushing the boundaries of how and where we can do business, the Covid-19 pandemic has forced entrepreneurs to look at digital media in a new light. It proved that digital media isn't only for social media brands and influencers. It is for everyone, and whether or not you are physically doing business with your audience online, that is where they are looking for you, and that is where you need to be.

Entrepreneurs relying on a brick and mortar location open to the public were hit particularly hard during this pandemic. As regulations forced many locations to close and limit their activities, businesses quickly turned to online platforms to keep going. Kendall Shaw of Maybach Media explains, "If you can't go to your store or your location to do business, you have to find another outlet to stay afloat. The limits of online businesses were stretched to include everyone as delivery, curbside pick-up, and reservation-only business models were the only offerings allowed." Going online meant meeting customer demands in a new way.

Social media practically exploded during the coronavirus outbreak. Usage went up, engagement shot up, and everyone was spending a lot more time on social media during this pandemic. Businesses knew that to keep their customers, they had to begin interacting with them online if they weren't already. Social media is expanding the frontier for doing business in challenging times and it cannot be an afterthought anymore. It's all about staying connected.

Related:Free Webinar: Using Digital Transformation To Adapt To Today's New Normal

Small to medium-sized businesses keen on adopting strategies to face this new normal understood that a strong following translates to a healthy bottom-line. "Your following is your repeat business," explains social media expert and CEO of Icon Social Marketing, Alex Shue. "As you concentrate on building your following pull that into a strategy that fills your pipeline and delivers increased sales." Alex believes that if you have a following, you have customers, and in 2020 businesses are finding their following online.

Related:How to Push Your Company to Digital Maturity

COVID-19 has certainly shifted the way we think about marketing, and with that in mind, the landscape is changing for small and medium-sized businesses as the post-pandemic world takes shape. With online strategies on everyone's mind, the power of digital is pushing businesses towards a brighter future where sudden regulatory changes don't inhibit opportunity.

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How Covid-19 Is Accelerating Digital Transformation for Small and Medium Businesses - Entrepreneur