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California Integrated Waste Management Board

California Integrated Waste Management Board. Outreach Campaign Updates December 7, 2006. Overview Three Campaigns “Green Roads” Tire Sustainability eRecycle Consumer Education. Campaign Updates. “Green Roads”. Recycled-Content Materials Marketing Campaign. Pilot program completed

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California Integrated Waste Management Board

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  1. California Integrated Waste Management Board Outreach Campaign Updates December 7, 2006

  2. Overview Three Campaigns “Green Roads” Tire Sustainability eRecycle Consumer Education Campaign Updates

  3. “Green Roads” Recycled-Content Materials Marketing Campaign

  4. Pilot program completed Madera, Santee, Davis, Woodland, Torrance, and Vallejo Board Chair & Executive Director briefings Jurisdiction Meetings

  5. 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 Jurisdiction Meetings

  6. 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 Jurisdiction Meetings

  7. Collateral & Advertising Materials Created Product Box Trade Show Product Bins Folder/Brochure Print Ads

  8. Media relations Advertising Jurisdiction follow-up Continued jurisdiction outreach Collaboration with OLA June 07 wrap-up Next Steps

  9. Laying the foundation Addressing product myths and misinformation Highlighting Board grants for products Ongoing jurisdiction outreach Measuring Results

  10. Tire Sustainability Campaign

  11. 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 CampaignGoal & Objectives

  12. Telephone poll 600 respondents 200 each in English, Spanish and Cantonese Focus groups Three groups English, Spanish and Cantonese Research

  13. Key message development Print PSA Radio PSA TV PSA Creative Development

  14. Advertising Materials Created Black & White Print PSAs • 30-second Radio PSAs • English • Spanish • Cantonese

  15. Collateral Materials Created Retailer Posters Car Window Decals Door Window Decals

  16. Stakeholder outreach Retail partner packets & solicitation Media relations outreach PSA placement & added-value partnerships Next Steps

  17. Retail partnerships secured Materials distributed/requested Media content analysis Consumer awareness poll Measuring Results

  18. eRecycle Consumer Education Program

  19. 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 Campaign Goal & Objectives

  20. Seven retail partnerships secured Wal-Mart/Sam’s Club Central Computer Systems CompUSA Fry’s Electronics Office Max RadioShack (LA) Target Two trainings conducted 170 collateral packets to Wal-Mart stores Retail Partnerships Secured

  21. 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 Advisory Board Formed

  22. 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 Advisory Board Members

  23. Collateral Materials Created Retailer Bag Stuffer Lapel Pin Retailer Window Cling Media Kit

  24. 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” Sacramento Media Launch

  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. Key outcomes September 2006 3,449 airplays Dollar value of $187,323 Cumulative (May–September 2006) 24,295 airplays Dollar value of $1,311,873 PSA Placement

  27. 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 Activities In-Progress

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

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