Lot Squad Case Study

When a longtime client recognized the need to recycle in the parking lots around South Philadelphia’s Sports Complex, VFC partnered with them to develop a new company that could address the issue.

"We had to act fast to bring the solution to the Philadelphia Eagles, who were already one game into their season," says VFC Creative Director Todd Palmer. "Inside of a week, VFC had named the company, developed a mission, positioning statement, website and collateral."

Lot Squad– Your tailgate recycling team, was born in September, 2011 and has collected nearly 40 tons of recyclable materials from tailgaters that would have otherwise wound up in landfills.

Branding and Print Collateral Development

Educating the thousands of fans that tailgate prior to Eagles, Sixers, Flyers and Phillies home games and concerts at Lincoln Financial Field, Wells Fargo Center and Citizens Bank Park was an important objective early on, and it continues to be a strong part of Lot Squad’s marketing.

"We have to get the fans behind this effort to make a real impact," says Palmer, whose brand management company has worked with the Mayor’s Office of Sustainability to help spread the word.

Website Development

Lot Squad is very visible on game day with uniformed team members greeting people as they enter tailgating lots and passing out recyclable brochures and empty bags that they’ll retrieve when full. The company is also visible on the web with a site that clearly explains the effort, why it is a benefit for tailgaters and how bigger companies can become involved with sponsorship.

Lot Squad Press

A significant component of Lot Squad’s educational efforts were concentrated on a public relations campaign in collaboration with the Pennsylvania Resources Council (PRC). PRC contracted VFC to promote the combined effort between their organization, who executed a similar effort in Pittsburgh, and Lot Squad, LLC. which was officially called Recycle-A-Lot.

A number of regional media outlets expanded on the story and included live coverage from the tailgating lots.

Lot Squad had to hit the ground running and they required instant credibility. VFC worked fast and hard to develop an excellent brand and back story that created publicity buzz in an aggressive PR campaign.

Promotional efforts for Lot Squad, LLC are ongoing… expect to see the blue and green clad team members in South Philly as the spring tailgating season heats up!