Get Slick:Used Oil Program Advertising Strategies

April Hilario Hamud | Project Manager Haley Kunert | Associate Analyst

C a l R e c y c l e

Used Oil/HHW

Training and Symposium

Presentation Overview

Experience & Qualifications

The Dirty Truth About Oil

Coachella Valley Association of Governments Case Study

Results & Lessons Learned

Experience &Qualifications

Managed CVAG Used Oil Filter Exchange Events since 2006

Plan/staff nine events per year

Gather Statistics at each used oil filter event

Complete special use permits and Certified Collection Center (CCC) inspections

Complete annual application and final report to CalRecycle

Managed Used Oil Filter Exchange Events for El Monte and Bell Gardens

The Dirty Truth About Oil

4

These filters contain 160,000 tons of steel, enough to build

16 football stadiums

Each year the U.S. generates 425 million used oil filters!

On average, each oil filter has more than 10 fluid ounces of used motor

oil, even after draining!

Less than 60% of used oil is recycled

One gallon of used oil can contaminate one million gallons of drinking water

Blythe

Cathedral City

Coachella

Desert Hot Springs

Indian Wells

La Quinta

Coachella

Rancho Mirage

Palm Desert

Coachella Valley Association Of GovernmentsOil Program Participants

9 Events per year throughout Coachella Valley

Incentive program –bring in a used oil filter for recycling and receive a new filter for free

Residents learn sustainable environmental practices

Filter Exchange Events

Functional Promotional Items

Each giveaway item has a useful purpose and includes recycling messages in English and Spanish

Filter bags include oil filter exchange event information

Used Oil RecyclingDrawing Contest

8

Held at three local school districts

Grades K – 5 are encouraged to submit drawingsFirst place drawing is used as the campaign flyer to advertise used oil filter exchange events

Top three winners are invited to the awards ceremony held at the first used oil event

Winners speak live on KUNA radio during event

Winners receive prizes donated by participating cities and KUNA Radio

First-hand view of used oil recycling

USED OIL RECYCLING DRAWING AWARDS CEREMONY

Event Flyers

Car Dealerships

College of the Desert Automotive

Department

Lucas Oil Speedway

Palm Springs Cruisin’ Car

Auction

McCormick’s Car Auction

Other Print Media

Event flyer included in Environmental Brochure

Utility Bill Insert –Increased participation by

300% in Palm Springs

Distributed Informational Calendars at City Events

Online Marketing & Social Media

Posted Events on KESQ/Channel 2

Website

Posted Events on Cities’ Facebook

Pages

User worldwide

Posted Events on CVAG/Cities’

Websites

Consider radio remotes at used oil filter exchange events

Radio stations usually provide giveaways at events

Popular radio broadcasters attract numerous people for events

Radio Publicity

Used Oil Filter Exchange Events Results

Demographic Survey

Marketing Results

Recycling Results

2017/2018 Demographic Survey

Gender

86% Male

Male

Female

14% Female

46+36-45

26-3516-18 19-25

20% Ages 36-45

62% Age 46+

11% Ages 26-35

5% Ages16-18

2% Ages 19 - 25

Age

Marketing Results

2% Saw Event, Returned

2% E-mail

1% Facebook

10% Post Card/Other

24% Store

11% Utility Bill

44% Radio

8% Word of Mouth

4% Walk-in

2016/2017 Event Publicity

Radio

Store

Utility Bill

Word of Mouth

Walk-in

Saw Event,

Returned

Email Facebook

Other

2017/2018 Event Publicity

2% Saw Event, Returned

2% E-mail

24% Store

44% Radio

8% Word of Mouth

1% Saw Event, Returned

5% E-mail8% Utility Insert

32% Store

33% Radio

6% Word of Mouth3% Facebook

2% Other4% Walk-in

2% Saw Event, Returned

2% E-mail11% Utility Insert

24% Store

44% Radio

8% Word of Mouth

Radio

Store

Utility Bill

Word of Mouth

Walk-in

Saw Event,

ReturnedEmail Facebook

Other

First Event Attended

2016/2017

53% Yes

YesNo

47% No

2017/2018

46% Yes

Yes

No

54% No

Oil Filters Recycled Throughout the Year

-

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000 Year Filters Recycled

08/09 2,372

09/10 3,489

10/11 4,910

11/12 5,620

12/13 5,097

13/14 5,184

14/15 5,580

15/16 6,642 16/17 8,478 17/18 8,666Total 56,038

*Data collected from AutoZone stores within the nine participating CVAG cities. Filter numbers include filters collected throughout the year and excludes filters collected at CVAG Used Oil

Filter Exchange Events.

Oil Filters Recycled At CVAG Events

-

200

400

600

800

1,000

1,200

1,400

1,600

1,800 Year Filters Recycled

08/09 892

09/10 591 10/11 938 11/12 1,316

12/13 1,159 13/14 1,208 14/15 1,742 15/16 1,280 16/17 1,272 17/18 1,334

Total 11,732

The Word Is Out

5060708090

100

11/12 12/13 13/14 14/15 15/16 16/17 17/18

Do You Always Recycle Your Oil?

5060708090

100

11/12 12/13 13/14 14/15 15/16 16/17 17/18

“Yes”71% 73% 71%79% 81% 85%

Perc

enta

ge

Did You Know That Oil Filters Are Recyclable?

77%

98%

Perc

enta

ge 98% 98% 98% 98%

“Yes”

90%

99%

Event Tips

Research Demographics

Avoid Conflicting Events and Holidays

Build Lasting Relationships

Gather Event Data

Alter Next Year’s Advertising Strategies Based on Event Data

Always Check with Oil Payment Grant Administrator Before Purchasing Items