the webinar will begin shortly.€¦ · vice president, marketing + customer service . call2recycle...

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outreach + education strategies to improve battery, thermostat, and phone

book stewardship

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october 12, 2017 | product stewardship institute

the product stewardship institute

thermostats mattresses pharmaceuticals medical sharps

phone books packaging paint electronics

product categories

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batteries HHW textiles fluorescent lamps

outreach + education are critical to

program success

linda gabor

vice president, marketing +

customer service

call2recycle

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please welcome today’s panelists:

danielle myers

executive admin. assistant + office

manager

thermostat recycling corporation

leslie robinson

program specialist

county of santa barbara, department of

public works

suzy whalen

outreach + communications senior associate

product stewardship

institute

today’s moderator:

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suzy whalen

outreach + communications senior associate

product stewardship institute

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webinar logistics!

how to ask technical questions

(e.g., “how do I…?”)

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how to ask content-related

questions (e.g., “what does the

speaker mean by x,y,z…?”)

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why phone books?

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printing of phone books in the U.S. uses wood fiber equal to about

4.7 million trees every year.

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phone book collection, disposal, and recycling

costs U.S. taxpayers $60 million annually.

PSI’s past work

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tools to take action!

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phone books opt-out campaign

visit the toolkit: www.bit.ly/pb-toolkit

suzy whalen outreach and communications senior associate

suzy@productstewardship.us (617) 236-8293

www.productstewardship.us

thank you!

please welcome our 1st guest speaker:

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linda gabor

vice president, marketing + customer service

call2recycle

19 | ©2017 Call2Recycle, Inc. All rights reserved. ©2017 Call2Recycle, Inc. All rights reserved. call2recycle.org

OUTREACH & EDUCATION

STRATEGIES TO IMPROVE

BATTERY STEWARDSHIP

Linda Gabor, VP of Marketing & Customer Service

October 12, 2017

20 | ©2017 Call2Recycle, Inc. All rights reserved.

1. Non-profit organization voluntarily founded by battery manufacturers in 1994 to deal with emerging state and federal regulation.

2. North American stewardship program approved by governments in New York / British Columbia / Quebec / Manitoba / Vermont as the mandatory battery compliance scheme.

3. Collection and recycling program offered at NO COST to consumers, retailers and selected participants.

4. Have collected consumer batteries since 1996 (14 million pounds in 2016) from retail, business and municipal sites via both a box and bulk program.

5. The first “Product Stewardship ” program in North America.

Overview of Call2Recycle

21 | ©2017 Call2Recycle, Inc. All rights reserved.

Fulfilling our Mission On behalf of corporate stewards, we optimize collection, share our experience and expertise, and responsibly manage the end-of-life of batteries and other material. Simply put: How do change awareness and behavior from this

To this

22 | ©2017 Call2Recycle, Inc. All rights reserved.

1. Research: before you can engage, define your audiences

2. Profile a Recycler: focus on the ‘greens’, don’t try to convert the ‘reds’

3. Aim to breakdown the barriers (hoarding, apathy, immediacy, ease, safety)

4. Balancing stakeholder needs (policy makers & NGOs; stewards; consumers; collection sites)

5. Involve our ‘supporters’: if you build it, they will come…....right?

Targeting Different Audiences

Government Manufacturer Collection Sites Consumer

23 | ©2017 Call2Recycle, Inc. All rights reserved.

Outreach and Education Techniques

Integrated Education &

Outreach

Social Media

Public Relations

Events and Experiences

Paid Advertising

Direct & Personal Outreach

Strategic Alliances

Customer Service

Email Marketing

Research

Website

1. Traditional & Non-Traditional

2. Reach critical mass around key days – National Battery Day – Earth Day – America Recycles Day – Pre- and Post-Holiday Buying

3. Celebrate the “Heroes”

4. Thought Leadership (be the ‘Go To’ for key topics)

24 | ©2017 Call2Recycle, Inc. All rights reserved.

Stakeholder Involvement (Associations/Organizations/Others)

1. ‘Halo effect’: leverage the influence and network of our partners

2. Act & promote locally or within

3. Toolkits: with limited budgets, staff and resources, turnkey materials are available

4. Tradeshows/Speaking Opportunities/Webinars

5. Stewards: support and promote their sustainability activities and fulfill regulatory and labeling requirements

25 | ©2017 Call2Recycle, Inc. All rights reserved.

Call2Recycle disseminates tools and news to its

1. Follow Us: Facebook, Twitter, LinkedIn

2. Website: www.call2recycle.org

3. Sign up for Call2Recycle Communications • E-newsletter (every other month) • Program Updates • Campaign & Event support materials

Available Resources

26 | ©2017 Call2Recycle, Inc. All rights reserved. ©2017 Call2Recycle, Inc. All rights reserved. call2recycle.org

Linda Gabor

VP Marketing & Customer Service lgabor@call2recycle.org Corporate headquarters: 1000 Parkwood Circle, Suite 200 Atlanta, GA 30339

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linda gabor

vice president, marketing + customer service

call2recycle

thank you!

please welcome our 2nd guest speaker:

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danielle myers

executive admin. assistant + office manager

thermostat recycling corporation

Thermostat Recycling

Corporation (TRC)

OUTREACH, EDUCATION & MARKETING

By Danielle Myers

Education and Outreach Techniques

Partnerships and Associations

Marketing Techniques

PREVIEW

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EDUCATION & OUTREACH

TECHNIQUES

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CURRENT COLLECTION LOCATION SUPPORT

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Site visits

Reminder calls

Direct mail reminders

Follow-up emails

Marketing bin displays

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h

Num

ber of

Vis

its

Montana 2016: Relationship Between Site Visits And Bins And Thermostats Returned Per Month

Maine 2016: Relationship Between Site Visits And Bins And Thermostats Returned Per Month

Important to think about who your

audience is and why

HVAC Industry – Wholesalers,

Retailers, Contractors

Utility Implementers

Recyclers and HHWs

Education – Schools and

Universities

INDUSTRY TARGETING BY AUDIENCE

Direct Mail

Exhibit at Tradeshows

Attend Conferences

Outbound Calling

FUTURE COLLECTION LOCATIONS

PARTNERSHIPS &

ASSOCIATIONS

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Associations Heating, Air-conditioning and Refrigeration Distributors International

(HARDI)

North American Hazardous Materials Management Association

(NAHMMA)

Air Conditioning, Heating & Refrigeration Institute (AHRI)

Association of Energy Services Professionals (AESP)

Air Conditioning Contractors of America (ACCA)

Product Stewardship Institute (PSI)

Professional Recyclers of Pennsylvania (PROP)

California Product Stewardship Council (CPSC)

National Electrical Manufacturers Association (NEMA)

New York State Association for Reduction, Reuse and Recycling

(NYSAR3)

EPR Groups Call2Recycle (Battery program)

PaintCare

Mattress Recycling Council (MRC)

Carpet America Recovery Effort (CARE)

ALL ABOUT THE NETWORK

MARKETING TECHNIQUES

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Zip Code Finder

Pages in English and Spanish

Promotional Toolkit Education and outreach materials

English and Spanish versions Posters Brochures Stickers Window clings

FAQ sheet and resources page

TRC WEBSITE

MARKETING TOOLS

Hoovers

Research company that provides information on companies and industries

MailChimp

Email marketing service

Hootsuite

Social media management platform

SurveyMonkey

Online survey development cloud-based software

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NO STONE UNTURNED

Marketing

Social Media - Online geo-coded

Broadcast and YouTube

Print

Earned and paid media

Ad words

Big Man on Planet (BMOP) Competition

Presentations and Webinars

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VERMONT RADIO AD

www.bit.ly/TRC-VT-radio

CONTACT INFORMATION

Danielle Myers

Thermostat Recycling Corporation

E. danielle.myers@thermostat-recycle.org

P: 267-513-1726

F. 703.852.7202

T. @tstat_recycle

www.thermostat-recycle.org

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danielle myers

executive admin. assistant + office manager

thermostat recycling corporation

thank you!

please welcome our 3rd guest speaker:

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leslie robinson

program specialist

county of santa barbara, department of public works

Leslie Robinson, Santa Barbara County October 12, 2017

Public Outreach and

Education:

Local Government Perspective

Santa Barbara County

• Located in California’s Central Coast region, about 100 miles north of Los Angeles

• Population of ~445,000 • 8 incorporated cities • Top economic sectors:

tourism, agriculture, and technology/innovation

• Top crops: berries, broccoli, and grapes

Resource Recovery & Waste Management Division

• Division within the Public Works Department • Responsible for the cost-effective management of

solid waste Recycling and organic waste programs Household hazardous waste collection programs Code enforcement and clean-up programs Operation of transfer stations and the Tajiguas Landfill

• Strong supporter of the product stewardship movement Board of Supervisors passed a resolution supporting

EPR in 2011 Pharmaceuticals EPR Ordinance passed in June 2016

Phone Book Opt-Out Campaign

• Created a new Phone Book Opt-Out page on the County’s LessIsMore.org website

• Included video, images, and text provided by PSI

• Posted an article on the home page of LessIsMore

• Shared information via social media (Facebook and Twitter)

Phone Book Opt-Out Campaign

Battery Recycling Campaign

• Recently utilized social media, along with web ads, to promote battery recycling program

• Three-month campaign during the summer

• Significant drop in the amount of batteries incorrectly placed inside recycling bins

LessIsMore.org

LessIsMore.org

• Online “Recycling Guide” for Santa Barbara County • Provides a great venue for the County to share

waste reduction-related news and information • Separate from the County’s main website • Over 185,000 unique visitors and 331,000 page

views annually • Visits and inquiries from around the world • Perfect place to promote phone book opt-out!

Social Media Tips

• Use lots of images • Keep messages and videos short • Offer easy ways to take action • Welcome community feedback • Consider offering contests • Make it fun! • Be mindful of over-sharing

Other Outreach Tools

• Traditional media – print ads, radio ads, television ads

• Newsletter articles • Billing inserts • Public events (e.g. Earth Day, farmers

markets) • Nextdoor – great for public events

Thank You!

Leslie Robinson Santa Barbara County Public Works Department

Resource Recovery & Waste Management Division Phone: 805-882-3615

E-Mail: lrobins@cosbpw.net Web: www.LessIsMore.org

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leslie robinson

program specialist

county of santa barbara, department of public works

thank you!

questions or comments?

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linda gabor

vice president, marketing +

customer service

call2recycle

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danielle myers

executive admin. assistant + office

manager

thermostat recycling corporation

leslie robinson

program specialist

county of santa barbara, department of

public works

suzy whalen

outreach + communications senior associate

product stewardship

institute

thank you!

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use the toolkit to promote opt out!

www.bit.ly/pb-toolkit

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www.call2recycle.org

www.thermostat-recycle.org

www.LessIsMore.org

to access recordings of past webinars:

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your opinion matters.

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coming up:

suzy whalen outreach + communications senior associate

617.236.8293 suzy@productstewardship.us

www.productstewardship.us

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thank you!

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