The Used Oil Filter Exchange Non-Event

1. The Used Oil FilterExchange Non-Event Making the most of limited rural recycling opportunities A Project Funded by a Grant from the California Integrated Waste Management Board Steve Rodowick Butte County Recycling Coordinator CIWMB/DTSC HHW Conference November 4, 2009 & Oil Filters

2. What is a Filter Exchange Non-Event? A Filter Exchange Non-Event is an extended time period in which a Certified Center (Auto Parts Retailer) will take used oil filters for free exchange until funds delegated to that event have been exhausted. It is intended to “Create a habit” for DIYers to bring used filters to a CC as a matter of course. It is also designed for the convenience of the customer where Certified Centers are not as concentrated and opportunities for recycling of used oil and filters are limited.

3. Why an Extended Period? • People are busy • People are forgetful • People are lazy • People don’t always read your ads • People don’t change their oil on your schedule; and… • The public is your best (and cheapest) advertizing medium.

4. Preparation • Identify a Certified Center that is willing to participate in the program. • Corporate level • District level • Store level • Write into your Block Grant Application your work plan and budget. • Maintain contact with all parties concerned

5. The Details • Purchase a gift card to serve as the funding mechanism for the oil filters • This card will be maintained on site by store personnel • Ring up filter exchange sales separately • Important! Keep receipts and UPC codes in a secure separate location. • Have store personnel conduct a short (3 question) survey regarding used filter recycling.

6. Promotion • Point of Sale pieces • At the filters • At the oil • At the front counter

7. Promotion Newsprint Front Door On-line Store Front And...

8. Word of Mouth

9. Goals – Paradise Kragen • Collect 250 used oil filters during program. • Keep cost per filter collected under $12.00 • Maintain a post event filter collection volume that exceeds previous year by 100%.*

10. Results - Paradise • First week: 51 filters exchanged • Second week: 54 filters exchanged • Third week: 30 filters exchanged (Barrel 75% full) • Fourth week: 25 filters exchanged • Fifth week: 26 filters exchanged (Full Barrel) • Sixth week: 28 filters • Seventh week: 38 filters • Eighth week: 40 filters Overall, 292 filters collected with an average overall cost per filter at $10.72. * *Filter cost + promotion

11. Immediate Post “Non-Event” Results • Recycled filter volume did not drop off significantly immediately after the end of the free exchange. • Filters recycled during post “Non-Event” period averaged from 35 to 45 filters per week.

12. Long Term Results • 18 months after free exchange period, recycled filter volumes maintain at about 50 per month. • Customers periodically inquire about the next Free Filter Exchange.

13. Conclusions • The open ended “Non-event” easily surpassed the filter count a one day event would have collected. • Lack of accessibility and convenience was the main hindrance expressed by the public for not recycling filters. • Over 60% of the public was unaware of the volume of residual oil in used filters. • 92% of the public said they would to continue to recycle used oil filters after the exchange event. • Over 40% of the participants stated that they learned of the event by word of mouth.

14. Kragen/O’Reilly Contact Tammy BellProduct Manager AssistantO'Reilly Auto Parts233 S. PattersonSpringfield, MO 65802Phone: (417) 862-2674 Ext. 1799Fax: 417-874-7101tbell4@oreillyauto.com

15. Questions? Contact Info: Steve Rodowick (530) 879-2352 srodowick@buttecounty.net