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thank you for joining! the webinar will begin shortly.
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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
[email protected] (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 [email protected] 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
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
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: [email protected] 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 [email protected]
www.productstewardship.us
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thank you!
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