California Integrated Waste Management Board

1
California Integrated Waste Management Board

• Outreach Campaign Updates
• December 7, 2006

2
Campaign Updates

• Overview
• Three Campaigns
• Green Roads
• Tire Sustainability
• eRecycle Consumer Education

3
Green Roads

• Recycled-Content Materials
• Marketing Campaign

4
Jurisdiction Meetings

• Pilot program completed
• Madera, Santee, Davis, Woodland, Torrance, and
  Vallejo
• Board Chair Executive Director briefings

5
Jurisdiction Meetings

• Met with 40 jurisdictions to date
• Meetings by product
• 25 meetings featured a RAC expert
• 13 meetings featured a TDA expert
• 17 meetings featured an aggregate expert
• 9 meetings featured an organics expert

6
Jurisdiction Meetings

• Meetings underway
• City County of Santa Barbara
• City County of San Francisco
• City of Los Angeles
• City of South Gate
• City of Pico Rivera
• CSAC conference

7
Collateral Advertising Materials Created
Product Box
Trade Show Product Bins
Folder/Brochure
Print Ads
8
Next Steps

• Media relations
• Advertising
• Jurisdiction follow-up
• Continued jurisdiction outreach
• Collaboration with OLA
• June 07 wrap-up

9
Measuring Results

• Laying the foundation
• Addressing product myths and misinformation
• Highlighting Board grants for products
• Ongoing jurisdiction outreach

10
Tire Sustainability Campaign
11
Campaign Goal Objectives

• Goal
• Educate Californians about properly maintaining
  their tires to be safe, save money and reduce
  fuel consumption.
• Objectives
• Increase awareness of proper tire maintenance and
  key benefits
• Participation by retailers
• Placement of PSAs for program added-value

12
Research

• Telephone poll
• 600 respondents
• 200 each in English, Spanish and Cantonese
• Focus groups
• Three groups
• English, Spanish and Cantonese

13
Creative Development

• Key message development
• Print PSA
• Radio PSA
• TV PSA

14
Advertising Materials Created

• 30-second Radio PSAs
• English
• Spanish
• Cantonese

Black White Print PSAs
15
Collateral Materials Created
Retailer Posters
Car Window Decals
Door Window Decals
16
Next Steps

• Stakeholder outreach
• Retail partner packets solicitation
• Media relations outreach
• PSA placement added-value partnerships

17
Measuring Results

• Retail partnerships secured
• Materials distributed/requested
• Media content analysis
• Consumer awareness poll

18
eRecycle Consumer Education Program
19
Campaign Goal Objectives

• Goal
• Educate California residents and retailers about
  the purpose, benefits and fees associated with
  e-waste recycling, and inform residents how they
  can properly dispose of their e-waste.
• Objectives
• Increase awareness among Californians
• Participation by retailers and manufacturers
• Increase hits to Web site and calls to 1-800
• Develop long-term, active advisory board

20
Retail Partnerships Secured

• Seven retail partnerships secured
• Wal-Mart/Sams Club
• Central Computer Systems
• CompUSA
• Frys Electronics
• Office Max
• RadioShack (LA)
• Target
• Two trainings conducted
• 170 collateral packets to Wal-Mart stores

21
Advisory Board Formed

• 31 charter members secured
• Kick-off meeting held November 2nd
• Four subcommittees formed
• Media Relations
• Web Site
• Retail Partnerships
• Advisory Group
• Next meeting slated for February

22
Advisory Board Members

• Partial Listing
• California Electronic Asset Recovery, Inc.
• Electronic Recyclers
• Wal-Mart
• Sony
• Panasonic
• Council of California Goodwill Industries
• DTSC
• Californians Against Waste
• California Retailers Association

23
Collateral Materials Created
Retailer Bag Stuffer
Retailer Window Cling
Lapel Pin
Media Kit
24
Sacramento Media Launch

• Launch held on November 16th
• Speakers
• Margo Reid Brown, CIWMB Chair
• Rob Fong, Sacramento Vice Mayor
• Paul Gao, CEAR President
• Jim Groh, Wal-Mart Store Manager
• Mark Murray, Californians Against Waste Executive
  Director
• 13 media stories secured
• Several still in-play

25
Sacramento Media Event Results

• KCRA-NBC (Sacramento-Stockton-Modesto)
• KTXL-FOX (Sacramento-Stockton-Modesto)
• KFBK-AM (Sacramento)
• KNBC-NBC (Los Angeles)
• KNTV-NBC (San Francisco-Oakland-San Jose)
• KTVU-FOX (San Francisco-Oakland-San Jose)
• KGPE-CBS (Fresno-Visalia)
• KSBW-NBC (Monterey-Salinas)
• KBAK-CBS (Bakersfield)
• KGET-NBC (Bakersfield)
• The Capitol Morning Report
• Recycling Today
• Sacramento Business Journal

26
PSA Placement

• Key outcomes
• September 2006
• 3,449 airplays
• Dollar value of 187,323
• Cumulative (MaySeptember 2006)
• 24,295 airplays
• Dollar value of 1,311,873

27
Activities In-Progress

• Fresno and Los Angeles press events
• Ongoing media relations outreach
• Ongoing advisory board interaction
• Ongoing retail partner recruitment, trainings
  and promotions
• Ongoing PSA placement
• Earth Day activities
• Web site updates

28
Measuring Results

• Retail partnerships secured
• Materials distributed/requested
• Media content analysis
• Advisory board feedback
• Web site hits
• Calls to 1-800 number
• Consumer awareness poll