Recycling Marketing Plan to Boost Participation Rates and Reduce Contamination

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. 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 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 • Residents are provided with a“Comingled” system – meaning no separation is required • 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) Key Message: Reduce Recycling Contamination

Recycling Background • “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% • 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 2005 2,476 tons $97,307 2006 2,335 tons $91,765 2007 2,416 tons $90,117 2008 2,600 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) • Periodic newspaper advertisements TV Times • Special targeted newspaper ads Full page, Christmas tree recycling • Utility bill inserts • 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 Christmas tree recycling, 2good2toss • Highland’s Carts-for-Tubs program Recycling stickers Informational packets (litter bag, magnet, “helpful reminders” card – collection day, cart placement, etc.) • School visits • Roving display • 2good2toss Material Exchange program (2good2toss.com/cowlitz) Key Message: Reduce Recycling Contamination

Immediate Marketing Efforts - 2008 • Develop and reinforce key message of Reducing Recycling Contamination • Solid Waste / Recycling stickers (Sticker dimensions: Tubs: 6.5” x 10” Carts: 4” x 10”) Key Message: Reduce Recycling Contamination

Immediate Marketing Efforts - 2008 • 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 - 2008 • Solid Waste / Recycling stickers (continued) Sticker placement costs Waste Control (All-star staffing) = $26,000 1 County Corrections Crew = $11,800 2 1 Staff of 28. Estimated completion time: 2 weeks 2 Staff of 8-10. 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 - 2008 • Solid Waste / Recycling stickers (continued) Sticker program total costs * BOTH GARBAGE AND ONLY 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 2009-10 • Development of a recycling newsletter Mail, utility bill inserts, 8-page tab • Development of a recycling helpline • Major overhaul of the City’s Solid Waste & Recycling website • Public communication efforts Community group presentations (service clubs) and neighborhood meetings • Summer “Free Movie Day” for children • KLTV PSA’s Key Message: Reduce Recycling Contamination

Marketing Efforts for 2009-10 • Door-to-door and Door hanging recycling education canvassing • Radio show interviews • School recycling competitions • “Recycling Column” within the Daily News • 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 a residential recycling incentive program • Consider a part-time Recycling Education Coordinator Key Message: Reduce Recycling Contamination

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

Benefits and Barriers Benefits • Personal satisfaction • Saves natural resources • Better for the environment Barriers • Extra work / time • Inconvenient / complicated • 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 • 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 • Recycling affects everyone! Key Message: Reduce Recycling Contamination

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

Recommendations • 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 • 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? Key Message: Reduce Recycling Contamination

Recycling Marketing Plan to Boost Participation Rates and Reduce Contamination