Recycling Marketing Plan to Boost Participation Rates and Reduce Contamination Gregory Hannon Solid Waste/Recycling & Code Compliance Manager City of Longview Department of Community Development June 26, 2008

Wanted: A New Image Why is a program image so important? The image we maintain is the foundation on which our program is built. It is imperative that we have a strong, appealing and consistent image. When you do not have a well-defined professional image, your marketing plan will always be a struggle. When you do not have a well-defined professional image, your marketing plan will always be a struggle. Key Message: Reduce Recycling Contamination

Wanted: A New Image A New Program Logo A program logo is more than just window dressing… It is an identity boiled down to its bare essence, and is often the essential image residents have in their mind when they think about the program. Key Message: Reduce Recycling Contamination

Wanted: A New Image A New Program Logo Strong… appealing … and consistent. Key Message: Reduce Recycling Contamination

Wanted: A New Image A New Program Logo Strong… appealing … and consistent. Key Message: Reduce Recycling Contamination

Wanted: A New Image A New Mission Statement Provide cost effective solid waste and recycling collection services, and implement public education and outreach activities that promote reduction of waste and reuse of recyclable materials which contribute to reaching the goal of reducing recycling contamination. Key Message: Reduce Recycling Contamination

Wanted: A New Image A New Vision Statement To be recognized and respected as an innovative leader in the pursuit of sustainable, cost effective and environmentally-safe solid waste and recycling program services. Key Message: Reduce Recycling Contamination

Recycling Background Curbside program began in 1992 Curbside program began in 1992 Residents are provided with a “Comingled” system – meaning no separation is required Residents are provided with a “Comingled” system – meaning no separation is required First year contamination rate estimated at less than 8-percent (citywide) First year contamination rate estimated at less than 8-percent (citywide) 1995 = 22.1% 2006 = 44.8% 2005 = 40.6% 2007 = 41.3% 2008 = 37.8% (through May 2008) 2008 = 37.8% (through May 2008) Key Message: Reduce Recycling Contamination

Recycling Background “Carts-for-Tubs” program began in the Highlands area in September 2007 “Carts-for-Tubs” program began in the Highlands area in September 2007 Prior to September 2007, the recycling contamination rate in the Highlands was 73.6% Prior to September 2007, the recycling contamination rate in the Highlands was 73.6% From September 2007 through March 2008, the contamination rate reduced to 54.3% From September 2007 through March 2008, the contamination rate reduced to 54.3% Next scheduled recycling audit: September 2008 Key Message: Reduce Recycling Contamination

Recycling Background Landfill Savings Residential Curbside Material to Markets 20052,476 tons$97, ,335 tons$91, ,416 tons$90, ,600 tons * $96,980 * Projected Note: A positive response to the proposed Marketing Plan should show an increase in the number of recycling tons and subsequent landfill savings Key Message: Reduce Recycling Contamination

Current Marketing Efforts Radio Ads – 80 spots aired one week each month over various stations (960 spots/year) Radio Ads – 80 spots aired one week each month over various stations (960 spots/year) Periodic newspaper advertisements Periodic newspaper advertisements TV Times Special targeted newspaper ads Special targeted newspaper ads Full page, Christmas tree recycling Utility bill inserts Utility bill inserts Earth Day booth Earth Day booth Recycling display, brochures, pencils, magnets, rulers, cloth shopping bags Key Message: Reduce Recycling Contamination

Current Marketing Efforts Periodic PSA’s at KLTV Periodic PSA’s at KLTV Christmas tree recycling, 2good2toss Highland’s Carts-for-Tubs program Highland’s Carts-for-Tubs program Recycling stickers Informational packets (litter bag, magnet, “helpful reminders” card – collection day, cart placement, etc.) School visits School visits Roving display Roving display 2good2toss Material Exchange program 2good2toss Material Exchange program (2good2toss.com/cowlitz) Key Message: Reduce Recycling Contamination

Immediate Marketing Efforts Develop and reinforce key message of Reducing Recycling Contamination Develop and reinforce key message of Reducing Recycling Contamination Solid Waste / Recycling stickers Solid Waste / Recycling stickers (Sticker dimensions: Tubs: 6.5” x 10” Carts: 4” x 10”) Key Message: Reduce Recycling Contamination

Immediate Marketing Efforts Solid Waste / Recycling stickers (continued) Solid Waste / Recycling stickers (continued) Number of stickers needed Garbage Tubs / Carts = 15,000 Recycling Tubs / Carts = 13,000 Cost to print stickers (low bid) $18,200 (Washington State Correctional Industries, Monroe, WA) Other printing companies contacted include: Vantage Media, Signmasters, and Simply Wild Graphics Key Message: Reduce Recycling Contamination

Immediate Marketing Efforts Solid Waste / Recycling stickers (continued) Solid Waste / Recycling stickers (continued) Sticker placement costs Waste Control (All-star staffing) =$26,000 1 County Corrections Crew = $11, Staff of 28. Estimated completion time: 2 weeks 2Staff of Estimated completion time: 6 weeks Other groups contacted include: Longview Lions, Rotary and Kiwanis Service Clubs; Servant Week; and, the Daily News Key Message: Reduce Recycling Contamination

Immediate Marketing Efforts Solid Waste / Recycling stickers (continued) Solid Waste / Recycling stickers (continued) Sticker program total costs * BOTH GARBAGE ANDONLY RECYCLING RECYCLING TUBS & CARTSTUBS & CARTS Printing costs =$18,200$10,700 Placement costs = $11,800$9,300 TOTAL PROGRAM COSTS =$30,000$20,000 * This program is a non-budgeted program. These costs will be paid within the existing Sanitation fund. Key Message: Reduce Recycling Contamination

Marketing Efforts for Development of a recycling newsletter Development of a recycling newsletter Mail, utility bill inserts, 8-page tab Development of a recycling helpline Development of a recycling helpline Major overhaul of the City’s Solid Waste & Recycling website Major overhaul of the City’s Solid Waste & Recycling website Public communication efforts Public communication efforts Community group presentations (service clubs) and neighborhood meetings Summer “Free Movie Day” for children Summer “Free Movie Day” for children KLTV PSA’s KLTV PSA’s Key Message: Reduce Recycling Contamination

Marketing Efforts for Door-to-door and Door hanging recycling education canvassing Door-to-door and Door hanging recycling education canvassing Radio show interviews Radio show interviews School recycling competitions School recycling competitions “Recycling Column” within the Daily News “Recycling Column” within the Daily News Other unique ideas to explore include… Other unique ideas to explore include… Billboards, brown-bag lunches, bumper stickers, business cards, calendars, student recycling certificates, coloring books, coupons, field trips, magnets, placemats, T-shirts Key Message: Reduce Recycling Contamination

Recycling Program Enhancements Consider Recycling Scholarships for High School seniors Consider Recycling Scholarships for High School seniors Consider a residential recycling incentive program Consider a residential recycling incentive program Consider a part-time Recycling Education Coordinator Consider a part-time Recycling Education Coordinator Key Message: Reduce Recycling Contamination

Key Marketing Concepts Understand customer barriers and benefits Understand customer barriers and benefits Develop programs to lower the barriers and increase the benefits Develop programs to lower the barriers and increase the benefits Integrate programs with good communication Integrate programs with good communication Define clear, consistent message points Define clear, consistent message points Key Message: Reduce Recycling Contamination

Benefits and Barriers Benefits Personal satisfaction Personal satisfaction Saves natural resources Saves natural resources Better for the environment Better for the environmentBarriers Extra work / time Extra work / time Inconvenient / complicated Inconvenient / complicated No motivation No motivation Key Message: Reduce Recycling Contamination

Strategic Intent Decrease the effort: Make it easier for people to recycle Increase the knowledge: Give people the information they need to recycle better Increase the motivation: Give incentives that reward good recycling behavior Increase public awareness: Raise the need for recycling in people’s minds Key Message: Reduce Recycling Contamination

Public Reminders Longview is launching a marketing campaign to make recycling easier, to give you the information you need, and to raise everyone’s awareness Longview is launching a marketing campaign to make recycling easier, to give you the information you need, and to raise everyone’s awareness We need everyone in Longview to recycle, or soon we could all pay higher fees We need everyone in Longview to recycle, or soon we could all pay higher fees If we don’t recycle, our landfill will fill up much quicker If we don’t recycle, our landfill will fill up much quicker Recycling affects everyone! Recycling affects everyone! Key Message: Reduce Recycling Contamination

Longview Recycling: What’s Next? Implementing compliance Randomly inspect recycling containers Randomly inspect recycling containers Issue written warning notices Issue written warning notices Issue citations/fines for repeated violators Issue citations/fines for repeated violators Remove recycling containers Remove recycling containers Key Message: Reduce Recycling Contamination

Recommendations Direct staff to print the recycling stickers Direct staff to print the recycling stickers Contract with the Cowlitz County Corrections Department to have its crew place the stickers on all recycling tubs and carts Contract with the Cowlitz County Corrections Department to have its crew place the stickers on all recycling tubs and carts Direct staff to work with the City Attorney on developing enforcement legislation related to recycling contamination and overall program compliance Direct staff to work with the City Attorney on developing enforcement legislation related to recycling contamination and overall program compliance Key Message: Reduce Recycling Contamination

Questions?