recycling marketing plan to boost participation rates and reduce contamination gregory hannon solid...

Recycling Marketing Plan Recycling Marketing Plan to Boost Participation to Boost Participation

Rates and Reduce Rates and Reduce ContaminationContamination

Gregory HannonGregory HannonSolid Waste/RecyclingSolid Waste/Recycling

& Code Compliance Manager& Code Compliance Manager

City of LongviewCity of LongviewDepartment of Community DevelopmentDepartment of Community Development

June 26, 2008June 26, 2008

Wanted: A New ImageWanted: A New Image

Why is a program image so Why is a program image so important?important?

The image we maintain is the foundation The image we maintain is the foundation on which our program is built. It is on which our program is built. It is imperative that we have a strong, imperative that we have a strong, appealing and consistent image.appealing and consistent image.

When you do not have a well-defined When you do not have a well-defined professional image, your marketing plan professional image, your marketing plan will always be a struggle.will always be a struggle.

Key Message: Reduce Recycling Contamination


A New Program LogoA New Program Logo

A program logo is more than just window A program logo is more than just window dressing… dressing…

It is an identity boiled down to its bare It is an identity boiled down to its bare essence, and is often the essential image essence, and is often the essential image residents have in their mind when they residents have in their mind when they think about the program. think about the program.



A New Program LogoA New Program Logo

Strong… appealing … and Strong… appealing … and consistent.consistent.



A New Mission StatementA New Mission Statement

Provide cost effective solid waste and Provide cost effective solid waste and recycling collection services, and recycling collection services, and implement public education and outreach implement public education and outreach activities that promote reduction of waste activities that promote reduction of waste and reuse of recyclable materials which and reuse of recyclable materials which contribute to reaching the goal of reducing contribute to reaching the goal of reducing recycling contamination.recycling contamination.



A New Vision StatementA New Vision Statement

To be recognized and respected as an To be recognized and respected as an innovative leader in the pursuit of innovative leader in the pursuit of sustainable, cost effective and sustainable, cost effective and environmentally-safe solid waste and environmentally-safe solid waste and recycling program services.recycling program services.


Recycling BackgroundRecycling Background

• Curbside program began in 1992Curbside program began in 1992• Residents are provided with aResidents are provided with a

“Comingled” system – meaning no “Comingled” system – meaning no separation is requiredseparation is required

• First year contamination rate estimated First year contamination rate estimated at less than 8-percent (citywide)at less than 8-percent (citywide)

1995 = 1995 = 22.1%22.1% 2006 = 2006 = 44.8%44.8% 2005 = 2005 = 40.6%40.6% 2007 = 2007 = 41.3%41.3%

• 2008 = 37.8%2008 = 37.8% (through May 2008)(through May 2008)



• ““Carts-for-Tubs” program began in the Carts-for-Tubs” program began in the Highlands area in September 2007Highlands area in September 2007

• Prior to September 2007, the recycling Prior to September 2007, the recycling contamination rate in the Highlands was contamination rate in the Highlands was 73.6%73.6%

• From September 2007 through March 2008, the From September 2007 through March 2008, the contamination rate reduced to contamination rate reduced to 54.3%54.3%

Next scheduled recycling audit: September 2008Next scheduled recycling audit: September 2008



Landfill SavingsLandfill Savings

Residential Curbside Material to MarketsResidential Curbside Material to Markets

20052005 2,476 tons2,476 tons $97,307$97,307

20062006 2,335 tons2,335 tons $91,765$91,765

20072007 2,416 tons2,416 tons $90,117$90,117

20082008 2,600 tons 2,600 tons ** $96,980$96,980

* * ProjectedProjected

Note: A positive response to the proposed Marketing Plan should Note: A positive response to the proposed Marketing Plan should show an increase in the number of recycling tons and subsequent show an increase in the number of recycling tons and subsequent landfill savingslandfill savings


Current Marketing EffortsCurrent Marketing Efforts

• Radio Ads – 80 spots aired one week each Radio Ads – 80 spots aired one week each month over various stationsmonth over various stations (960 spots/year)(960 spots/year)

• Periodic newspaper advertisementsPeriodic newspaper advertisementsTV Times TV Times

• Special targeted newspaper adsSpecial targeted newspaper adsFull page, Christmas tree recyclingFull page, Christmas tree recycling

• Utility bill insertsUtility bill inserts

• Earth Day boothEarth Day boothRecycling display, brochures, pencils, magnets, Recycling display, brochures, pencils, magnets,

rulers, clothrulers, cloth

shopping bags shopping bags


Current Marketing EffortsCurrent Marketing Efforts

• Periodic PSA’s at KLTVPeriodic PSA’s at KLTVChristmas tree recycling, 2good2tossChristmas tree recycling, 2good2toss

• Highland’s Carts-for-Tubs programHighland’s Carts-for-Tubs programRecycling stickersRecycling stickers

Informational packets (litter bag, magnet, Informational packets (litter bag, magnet, “helpful reminders” “helpful reminders” card – collection day, cart card – collection day, cart placement, etc.)placement, etc.)

• School visitsSchool visits • Roving displayRoving display

• 2good2toss Material Exchange program2good2toss Material Exchange program((2good2toss.com/cowlitz2good2toss.com/cowlitz))


Immediate Marketing Efforts - Immediate Marketing Efforts - 20082008

• Develop and reinforce key message of Develop and reinforce key message of Reducing Reducing Recycling ContaminationRecycling Contamination

• Solid Waste / Recycling stickersSolid Waste / Recycling stickers

(Sticker dimensions: (Sticker dimensions: Tubs:Tubs: 6.5” x 10” 6.5” x 10” Carts:Carts: 4” x 10”) 4” x 10”)



• Solid Waste / Recycling stickers (continued)Solid Waste / Recycling stickers (continued)

Number of stickers neededNumber of stickers needed

Garbage Tubs / Carts = 15,000Garbage Tubs / Carts = 15,000

Recycling Tubs / Carts = 13,000 Recycling Tubs / Carts = 13,000

Cost to print stickers (low bid)Cost to print stickers (low bid)

$18,200 $18,200 (Washington State Correctional Industries, Monroe, (Washington State Correctional Industries, Monroe, WA)WA)

Other printing companies contacted include: Vantage Media, Signmasters, and Other printing companies contacted include: Vantage Media, Signmasters, and Simply Wild GraphicsSimply Wild Graphics



• Solid Waste / Recycling stickers Solid Waste / Recycling stickers (continued)(continued)

Sticker placement costsSticker placement costs

Waste Control (All-star staffing) =Waste Control (All-star staffing) = $26,000 $26,000 11

County Corrections Crew = County Corrections Crew = $11,800 $11,800 22

11 Staff of 28. Estimated completion time: 2 weeksStaff of 28. Estimated completion time: 2 weeks

22 Staff of 8-10. Estimated completion time: 6 weeksStaff of 8-10. Estimated completion time: 6 weeks

Other groups contacted include: Longview Lions, Rotary and Kiwanis Service Other groups contacted include: Longview Lions, Rotary and Kiwanis Service Clubs; Servant Week; and, the Daily NewsClubs; Servant Week; and, the Daily News



• Solid Waste / Recycling stickers Solid Waste / Recycling stickers (continued)(continued)

Sticker program total costsSticker program total costs * *BOTH GARBAGE ANDBOTH GARBAGE AND ONLY RECYCLINGONLY RECYCLING

RECYCLING TUBS & CARTSRECYCLING TUBS & CARTS TUBS & CARTSTUBS & CARTS

Printing costs =Printing costs = $18,200$18,200 $10,700$10,700

Placement costs = Placement costs = $11,800$11,800 $9,300$9,300

TOTAL PROGRAM COSTSTOTAL PROGRAM COSTS = =$30,000$30,000 $20,000$20,000

* * This program is a non-budgeted program. These costs will be This program is a non-budgeted program. These costs will be paid within paid within the existing Sanitation fund.the existing Sanitation fund.


Marketing Efforts for 2009-10Marketing Efforts for 2009-10

• Development of a recycling newsletterDevelopment of a recycling newsletterMail, utility bill inserts, 8-page tabMail, utility bill inserts, 8-page tab

• Development of a recycling helplineDevelopment of a recycling helpline

• Major overhaul of the City’s Solid Waste & Major overhaul of the City’s Solid Waste & Recycling websiteRecycling website

• Public communication effortsPublic communication effortsCommunity group presentations (service clubs) Community group presentations (service clubs)

and and neighborhood meetingsneighborhood meetings

• Summer “Free Movie Day” for childrenSummer “Free Movie Day” for children

• KLTV PSA’sKLTV PSA’s


Marketing Efforts for 2009-10Marketing Efforts for 2009-10

• Door-to-door and Door hanging recycling Door-to-door and Door hanging recycling education canvassingeducation canvassing

• Radio show interviewsRadio show interviews

• School recycling competitions School recycling competitions

• ““Recycling Column” within the Daily NewsRecycling Column” within the Daily News

• Other unique ideas to explore include…Other unique ideas to explore include…Billboards, brown-bag lunches, bumper stickers, Billboards, brown-bag lunches, bumper stickers,

business business cards, calendars, student cards, calendars, student recycling certificates, coloring books, recycling certificates, coloring books, coupons, field coupons, field trips, magnets, placemats, T-shirtstrips, magnets, placemats, T-shirts


Recycling Program EnhancementsRecycling Program Enhancements

• Consider Recycling Scholarships for Consider Recycling Scholarships for High School seniorsHigh School seniors

• Consider a residential recycling Consider a residential recycling incentive programincentive program

• Consider a part-time Recycling Consider a part-time Recycling Education CoordinatorEducation Coordinator


Key Marketing ConceptsKey Marketing Concepts

• Understand customer Understand customer barriersbarriers and and benefitsbenefits

• Develop programs to Develop programs to lowerlower the the barriers and barriers and increaseincrease the benefits the benefits

• IntegrateIntegrate programs with good programs with good communicationcommunication

• Define clear, consistent Define clear, consistent message message pointspoints


Benefits and BarriersBenefits and Barriers

BenefitsBenefits• Personal satisfactionPersonal satisfaction

• Saves natural resourcesSaves natural resources

• Better for the environmentBetter for the environment

BarriersBarriers• Extra work / timeExtra work / time

• Inconvenient / complicatedInconvenient / complicated

• No motivationNo motivation


Strategic IntentStrategic Intent

Decrease the effortDecrease the effort::Make it easier for people to recycleMake it easier for people to recycle

Increase the knowledgeIncrease the knowledge::Give people the information they need to recycle betterGive people the information they need to recycle better

Increase the motivationIncrease the motivation::Give incentives that reward good recycling behaviorGive incentives that reward good recycling behavior

Increase public awarenessIncrease public awareness::Raise the need for recycling in people’s minds Raise the need for recycling in people’s minds


Public RemindersPublic Reminders

• Longview is launching a marketing campaign Longview is launching a marketing campaign to make recycling easier, to give you the to make recycling easier, to give you the information you need, and to raise everyone’s information you need, and to raise everyone’s awarenessawareness

• We need everyone in Longview to recycle, or We need everyone in Longview to recycle, or soon we could all pay higher feessoon we could all pay higher fees

• If we don’t recycle, our landfill will fill up much If we don’t recycle, our landfill will fill up much quickerquicker

• Recycling affects everyone!Recycling affects everyone!


Longview Recycling: What’s Next?Longview Recycling: What’s Next?

Implementing complianceImplementing compliance

• Randomly inspect recycling containersRandomly inspect recycling containers

• Issue written warning noticesIssue written warning notices

• Issue citations/fines for repeated Issue citations/fines for repeated violatorsviolators

• Remove recycling containersRemove recycling containers


RecommendationsRecommendations

• Direct staff to print the recycling stickersDirect staff to print the recycling stickers

• Contract with the Cowlitz County Contract with the Cowlitz County Corrections Department to have its crew Corrections Department to have its crew place the stickers on all recycling tubs place the stickers on all recycling tubs and carts and carts

• Direct staff to work with the City Attorney Direct staff to work with the City Attorney on developing enforcement legislation on developing enforcement legislation related to recycling contamination and related to recycling contamination and overall program complianceoverall program compliance


Questions?Questions?


recycling marketing plan to boost participation rates and reduce contamination gregory hannon solid...

Documents

recycling contamination

recycling contamination

program image

new image

recycling program services

recycling marketing

key message

year contamination rate