AGENDA ITEM NO. 8.21
CITY OF ELK GROVE CITY COUNCIL STAFF REPORT
AGENDA TITLE: Adopt a resolution authorizing the City Manager to approve a contract amendment with Ross-Campbell, Inc., in the amount of $30,000, increasing the total contract amount to $72,000 and extending the contract termination date to December 31, 2013
MEETING DATE: December 8, 2010
PREPARED BY: Cedar Kehoe, Integrated Waste Manager
DEPARTMENT HEAD: Richard Shepard, Public Works Director
RECOMMENDED ACTION:
Staff recommends approval of a contract amendment with Ross-Campbell, Inc., in the amount of $30,000, increasing the total contract amount to $72,000 and extending the contract term date to December 31, 2013.
BACKGROUND
Ross-Campbell, Inc. is the contracted media relations firm hired as a consultant by the County of Sacramento (County) to represent the Regional Recycling Group (Group), of which Elk Grove is a member. The County was the founding member of the Group and the sole entity involved in the selection process of Ross-Campbell, Inc., hired as the consultant responsible for the planning, preparation and execution of tasks to implement programs on behalf of the Group at large.
The Group is a consortium of over thirty (30) cities and counties from Northern California that work together to promote programs to meet AB939 state diversion requirements, composting programs, used oil and filter
1 Elk Grove City Council December 8, 2010 Page 2 of 3
recycling and beverage recycling. The purpose of the Group is to pool monetary resources from all jurisdictions in the County in order to reach a broader audience. The "economy of scale" is of tremendous benefit when Group members collaborate on media campaigns, instead of jurisdictions attempting to implement campaigns individually.
The Ross-Campbell, Inc. contract scope includes the Annual Used Oil Recycling Campaign and the Annual Holiday Recycling Campaign via the following:
1. Program promotion through radio and television commercial spots; 2. Outreach materials, including billboards, surveys, residential contests and incentive programs; 3. Inclusion on websites, such as www.recycleusedoil.com and www.holidayrecycling.com; and 4. Inclusion in campaign planning and comprehensive reviews, updates and final summary of results.
The original contract, which will terminate December 31, 2010, had a total contract authority of $42,000 (not-to-exceed $14,000 per year for three (3) years). The amendment to the contract will add an additional $30,000 (not- to-exceed $10,000 per year for three (3) years), bringing the total contract authority to an amount of $72,000 and a new term date of December 31, 2013.
FISCAL IMPACT
There is no impact to the General Fund.
The Used Oil Recycling Campaign is funded through the annual Used Oil Payment Plan (formerly the Used Oil Block Grant) distributed by the California Department of Resources Recycling and Recovery (CalRecycle).
The Holiday Recycling Campaign is funded through the annual Recycling Grant, also distributed by CalRecycle.
Any additional expenses incurred to promote AB939 diversion programs that are within the scope of the contract (not-to-exceed $2,000) will be funded through the Integrated Waste residential budget (Fund 501).
2 Elk Grove City Council December 8, 2010 Page 3 of 3
ATTACHMENTS:
1. Resolution 2. Ross-Campbell, Inc. Contract 3. Summary of Annual Used Oil Recycling Campaign 4. Summary of Annual Holiday Recycling Campaign
3 ATTACHMENT 1
A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF ELK GROVE AUTHORIZING THE CITY MANAGER TO APPROVE A CONTRACT AMENDMENT WITH ROSS-CAMPBELL, INC. FOR REGIONAL RECYCLING MEDIA RELATIONS SERVICES IN THE AMOUNT OF $30,000 OVER A PERIOD OF THREE YEARS FOR A TOTAL COMPENSATION AMOUNT NOT TO EXCEED $72,000 EXTENDING THE CONTRACT TERMINATION DATE TO DECEMBER 31, 2013
WHEREAS, Ross-Campbell, Inc., is the County of Sacramento’s (County) selected consultant used to promote the Regional Recycling Group’s (Group) initiatives, of which the County is the Group’s founder and the City of Elk Grove is a member; and
WHEREAS, the Group executes campaigns on behalf of its members to promote programs that meet AB939 state diversion requirements, composting programs, used oil and filter and beverage recycling; and
WHEREAS, the City of Elk Grove participates as a member of the Group in order to contribute to a pool of resources that allow the Group to reach a broader audience through various media resources; and
WHEREAS, on December 27, 2007, the City of Elk Grove entered into a three (3)-year contract with Ross-Campbell, Inc., in order to participate in the Group’s Annual Used Oil Recycling Campaign and the Annual Holiday Recycling Campaign; and
WHEREAS, the existing contract will terminate on December 31, 2010; and
WHEREAS, the City of Elk Grove wishes to continue contracting with Ross- Campbell, Inc., as a member of the Group.
NOW, THEREFORE, BE IT RESOLVED that the City Council of the City of Elk Grove hereby authorizes the City Manager to amend the contract with Ross-Campbell, Inc. for regional recycling media relations services in the amount of $30,000 over a period of three years for a total compensation amount not to exceed $72,000 and extending the contract termination date to December 31, 2013.
th PASSED AND ADOPTED by the City Council of the City of Elk Grove this 8 day of December 2010.
SOPHIA SCHERMAN, MAYOR of the CITY OF ELK GROVE
ATTEST: APPROVED AS TO FORM:
JASON LINDGREN, CITY CLERK SUSAN COCHRAN, CITY ATTORNEY
4 FIRST AMENDMENT TO CONTRACT FOR
ROSS-CAMPBELL, INC. - CONSULTANT
Northell Califollia Regional Recycling Group - U sed Oil and Recycling Campaigns THIS FIRST AMENDMENT TO CONTRACT ("First Ainendment") is made and entered into between City of Elk Grove, a Municipal Coiporation ("City") and Ross-Campbell, Inc., a California coiporation ("Consultant"), and hereby amends the agreement entered into between the parties on December 27, 2007 as contract number C-07-527 ("Contract").
1. It is the intent of the City and Consultant to continue to be bOiiid by all terms and conditions of the Contract, all of which are expressly incoiporated into this First Amendinent by this reference, except as expressly changed by this First Amendinent.
2. The Contract shall teniiinate no later than December 31, 2013 ("Extension") without the prior written consent of the City, signed by the City Manager, in the manner provided in Section 5 of the Contract, Amendiiients, Changes or Modifications. The City of Elk Grove shall have the option, but not the obligation, to extend the term of this Contract for up to three (3) additional consecutive one (1) year periods following the Extension date by providing written notice to Consultant not less than sixty (60) calendar days plior to the termination of this Contract ("Extension Options").
3. Compensation to Consultant shall be as set forth in Exhibit B as amended herein. Unless Consultant obtains the advanced written consent of the City Manager, total compensation during the Extension period shall not exceed Thirty Thousand Dollars ($30,000.00) and total compensation under the Contract and First Amendiiient to Consultant shall not exceed Seventy Two Thousand Dollars ($72,000.00).
5 City of Elk Grove Ross-Campbell, Iiic. Re: Recycling Campaigns Page 2
4. Consultant and City also agree to amend Exhibits A and B to the Contract in their entirety as attached hereto and incoiporated herein by reference.
AGREED to this day of , 2010, by the pai1ies as follows.
Approved as to f0l111: CONSULTANT
By: By: Att011ey for Consultailt Shawn Campbell, Princ'
Approved as to form: CITY OF ELK GROVE
By: Laura S. Gil, City Manager
Attest to:
Jason Lindgren, City Clerk
6 City of Elk Grove Ross-Campbell, Iiic. Re: Recycling Campaigns Page 3
EXHIBIT A
Scope of Work
Consultant shall be responsible for the planning, preparation and execution of tasks associated with the City of Elk Grove's participation in the Noi1heni Califo11ia Regional Recycling Group's "Regional Recycling Group" public outreach campaigns. The tasks below describe the activities that shall be performed by Consultant to meet vaiious waste reductions, recycling and clean water goals of the City, including those related to AB 939, household hazardous waste recycling, beverage container recycling, backyard composting, and other environmental programs.
Pooling the resources of the Regional Recycling Group's participants shall enable the City to take pai1 in a high-profie media outreach effort without individually incuning the high costs noiiually associated with this tye of promotion.
Task 1: Annual Regional Used Oil Recycling Campaign
Scope of Work:
Consultant shall include the City of Elk Grove within the Regional Recycling Group's annual Used Oil Recycling Campaign to promote used oil and fiter recycling, and oil change interval reduction. The campaign may include participation fi:om over 30 cities and counties, which wil result in the campaign achieving signiIÌcant economies of scale. The City of Elk Grove shall receive "exposure" based on the total money collected from all cities for the individual campaign. The number of contributing (paiticipating) cities varies for each campaign depending on each city's ability to contribute.
Consultant shall update the Regional Recycling Group in scheduled monthly meetings of the budget for each campaign based on the contributions from participating cities. When the total budget has been detennined for the campaign, Consultant shall suggest, based on their level of expertise, to the Regional Recycling Group how many and which type of media spots and other means of adveitising may be purchased. The Regional Recycling Group shall decide as a whole how the monies wil be spent based on the suggestions of the Consultant. Each campaign's outreach type and quantity of media spots purchased wil vaiy each campaign depending on total amount of money collected from participating cities.
Consultant shall provide a Final Summaiy after each Used Oil Campaign which specifically outlines campaign highlights, including goals and objectives, campaign creative and copy for television and radio, media and radio market areas, stations that broadcast campaign and campaign evaluation.
Deliverables shall include, but are not limited to:
7 City of Elk Grove Ross-Campbell, Iiic. Re: Recycling Campaigns
Page 4
· Radio and television commercial spots · Cable television spot media buy in Elk Grove zones · Broadcast television placement on various local stations · Broadcast radio placement on various local stations · Web site - "RecycleUsedOil.com" - with links to City of Elk Grove-specific infol111ation · Conduct evaluation surveys to measure campaign effectiveness · C0l11nunity based social marketing (CBSM) activities · Contests or incentives within promotions to increase recycling rates Freeway bilboards directing citizens to "recycleusedoil.com" Comprehensive campaign previews, updates and final siiiiiiaries
Task 2: Annual Holiday Recycling Campaign
Scope of Work:
Pooling the resources of the Regional Recycling Group's participants shall enable the City to take part in a high-profie media outreach effort without individually incuning the high costs
noiinally associated with this tye of promotion.
Consultant shall include the City of Elk Grove within the Regional Recycling Group's Annual Holiday Recycling Campaign to encourage residents to reduce waste and increase recycling, including recycling of CRY beverage containers, during the holiday season. The campaign may include participation from over 30 cities and counties, which wil result in the campaign achieving significant economies of scale. Consultant shall include City of Elk Grove personnel as media spokesperson for the campaign.
The City of Elk Grove shall receive "exposure" based on the total money collected from all cities for the individual campaign. The number of contributing (paiticipating) cities varies each campaign depending on each city's ability to contribute.
Consultant shall update the Regional Recycling Group in scheduled monthly meetings of the budget for each campaign based on the contributions from participating cities. When the total budget has been deteniiined for the campaign, Consultant shall suggest, based on their level of expertise, to the Regional Recycling Group how many and which type of media spots and other means of advertising may be purchased. The Regional Recycling Group shall decide as a whole how the monies wil be spent based on the suggestions of the consultant. Each campaign's outreach type and quantity of media spots purchased wil vaiy depending on total amount of money collected from participating Cities for each campaign.
Consultant shall provide a Final Sunuiiary after each Aiuiual Holiday Recycling Campaign which specifically outlines campaign highlights, including goals and objectives, campaign
8 City of Elk Grove Ross-Campbell, Iiic. Re: Recycling Campaigns Page 5
creative and copy for television and radio, media aiid radio market areas, stations that broadcast campaign and campaign evaluation.
Deliverables shall include, but are not limited to: · Radio and television commercial spots · Cable television spot media buy in Elk Grove zones · Broadcast television placement on various local stations · Broadcast radio placement on various local stations · Web site - ..www.holidayrecycling.com..- with links to City of Elk Grove-specitic infol111ation · Conduct evaluation surveys to measure campaign effectiveness · COliiiiunity based social marketing (CBSM) activities · Contests or incentives within promotions to increase recycling rates · Freeway bilboards directing citizens to ..www.holidayrecycling.com.. · Comprehensive campaign previews, updates and final summaries
Task 3. Production of Print Materials
Scope of Work:
Consultant shall provide the City of Elk Grove with various piint products that are produced on behalf of the Regional Recycling Group. These products shall include: backyard composting booklets, waste reduction calendars and guides, promotional items, displays, point- of-sale materials, signage or other items that seive to promote the Group's recycling and waste reduction messages. Materials shall be customized by Consultant to include City of Elk Grove's name, logo/seal, and/or phone number whenever possible. Copy and layout drafts shall be provided by Consultant to the City for approval prior to printing/production.
Deliverables shall include, but are not limited to: · Draft and final copies of all print materials produced for City of Elk Grove. · Draft and final ait work, including graphic design, photography, ilustrations, and graphics used for all print mateiials produced for City of Elk Grove. · hiclusion of City of Elk Grove-specific infol111ation, such as logo/seaL, and phone numbers used for all print mateiials produced for City of Elk Grove. · Copies of fuialmaterials in the quantities required by the City
Task 4. Miscelhmeous Outreach Projects
Scope of Work:
Consultant shall include the City of Elk Grove in various public outreach campaigns that are implemented on behalf of the Regional Recycling Group. These campaigns shall include:
9 City of Elk Grove Ross-Campbell, Iiic. Re: Recycling Campaigns Page 6
research mid evaluation tasks, siiveys / focus groups, oil fiter exchange events, Styrofoam collection events, Spanish outreach campaigns, stoniiwater mitigation programs, certified center used oil di'ives, school presentations, and other yet-to-be deteiiiiined projects.
Deliverables shall include, but are not limited to: · Comprehensive project outlines, updates and final summaries of activities · Campaign coordination and implementation, including media placement, and printing, based on the requirements of each individual campaign
10 City of Elk Grove Ross-Campbell, Iiic. Re: Recycling Campaigns Page 7
EXHIBITB
Compensation and Method of Payment
Consultant's budget for the Extension period, including the Extension Options, shall be a maximiiii of $10,000 per year to perf0l111 the scope of seivices set foith in Exhibit A amended. This budget represents a maximum amount not to be exceeded by Consultant in completing the tasks set forth in Exhibit A. The budget shall reflect total project costs for each task.
Budget for Contract Tasks Maximum Budget for Task 1: $4,000 (Charged to Used Oil Grant Budget Code) Maximum Budget for Task 2: $4,000 (Charged to Recycling Grant Budget Code) Maximum Budget for Task 3: $1,000 Maximum Budget for Task 4: $1,000 Total contract not to exceed $10,000
Billing Structure Consultant shall invoice to the City providing details of seivices rendered and expenses incuned upon completion of each project, as set forth under Section 2, Compensation, of the Contract.
Under no circumstances wil the aggregate amount paid under this Contract exceed the amount specified in Section 2A above and if the Contract is approved by the City Manager, all compensation paid to Consultant each year shall meet the cost limitation set fOlth in City of Elk Grove Municipal Code Chapter 3.42.
11 12 s~.¡ ; ,'i. ¡i(t'. ~ BACKGROUND: Th'e Regional R~cycling Group
The Northern California Regional Recycling Group (RRG) is a collaboration of over 40 Northern California cities, counties and other public agencies working together on waste reduction and
recycling ,initiatives through a variety of media campaigns that promote personal action and behavior
change. The RRG cities and counties, collectively create outreach campaigns to avoid duplication'i and purchase regional media to promote waste reduction at a fractipn of the costs individual jurisdictions would have paid for equal media outreach. The cities and counties contribute funds that pay for regional media buys, jointly organized events, as well as the development of outreach,materials, guides, booklets, publications and other educational tools.
THE 2010 Regional Used Oil Recycling Campaign
The 2010 Hegional Used Oil campaign conducte? by the Regional Recycling Group took place from late-June through late JUlY, with over,23 jurisdictions taking part. This year's campaign focused on
promoting the recycling of used oil filters.
The campaign garnered a significant amount of bonus and public service spots, resulting in an
additional '$47,600 worth of air time. In'addition, a spokesperson for the campaign was interviewed about usedy. oil recycling on KUVS' program "A Primera Hora."
An online survey was conducted with radio station listener groi;ps to gather information from 750 members of the target audience. The evaluation effort - discussed in detail on page~7i - was sucèessful in obtaining campaign measurements from the campaign, oil changing habits, and filer recycling behaviors.
The campaign delivered an estimated 3.6+ millon impressions throughout the participants'~~., geographic areas. Our target audiences once again received a,c1ear message about the importance of oil filter and used oil recycling.
WJ li lf æ 1 13 2010 Participant$
. Chico II Sacramento County .. Citrus Heights . San Joaquin County (including Escalon; ... Dixon Lathrop, Lodi, Ripon, Stockton and Tracy)
.. Elk Grove . Stanislaus County
. Folsom . Tuolumne County
. Galt . Vallejo
. Glenn County . Winters
. Rancho Cordova .. Woodland
. Rio Vista II Yolo County . Sacramento 2010 Campaign Highlights
. Airing of our gorilla TV spots - oil filter versions - on five broadcast television stations, including Spanish station KUVS and multi-cultural station "Crossings" (we translated and aired the spot in Tagalog, Hmong, i and Chinese), and multiple cable networks. .. Airing of our filter radio spot on 8+ radio stations, including two Spanish ,/ radio stations.
. Five media markets - Sacramento, Chico, Vallejo, Stockton, and Tuolumne
. Web site: www.RecycleUsedOil.com. ;rhe group's Website
includes local information, oil change interval facts, filer recycling, the gorila TV spots, and more.
. . Spanish language interview on "A Primera Hora" on TV station KUVS.
. Online surveys -- we received 750 completed surveys regarding filter recycling.
II Flight dates: June 28 - July31 , 2010. II Total campaign bûdget: $116,200
ff~(fæ 2 14 GENEFlL STRATEGIES, Goals and Objectives of the Regional Used Oil Campaign
. Benefitall participating jurisdictions . Be broad-based to reach the diverse populations of each jurisdiction
II Impact the target audience of DIYers and,motorists . Utilze creative (messages, images, actors, etc.) that is effective with the target audiences
. Include a significant Spanish language component (plus add Tagalog, Hmong, and Chinese outreach to a lesser extent) . Supplement and enhance - but notreplace - community based and/or local activities . Leverage public service opportunities (PSAs, bonus spots, etc.)
. Leverage cooperative partners whenever possible
. Include evaluation components
. Increase oil and filter recycling rates
IPÆlIæ 3 15 ? i .r
CAMPAIGN Creative and Copy Television We aired our two oil fiter TV spots - one :30 and one. :15 - featuring the "Gorila" changing oil/filter, with voice over narration, graphics, music and sound effects.
To view the TV spot, visitwww.RecycleUsedOiLcom
.lC.' Regional Recycling Group' Used Oil Campaign 208 Filter Recycling
VIDEO AUDIO
Side angle Gorila slides out from under car and holds up used oil filter HOW MANY OIL FILTERS DO YOU and filter wrench THROW AWAY EACH YEAR???
Wide shot Gorilla looks up atvoice OR IN TEN YEARS??? tilts head sideways questioningly - he is holding a filter THROWING THEM AWAY IS A In background we see hundreds of PRIMITIVE HABIT filters multiplying on screen. Close up gorila starts to tip oil filter BECAUSE USED FILTERS STILL and we see oil coming out. CONTAIN OIL..
Gorila looks at camera AND. ..OLD FILTERS CAN BE and holds filter back upright. RECYCLED INTO NEW STEEL Knocks filter against head. PRODUCTS...
Jump cut to gorila with car bumper
Jump cut to gorila with chef's hat and microwave LIKE CAR PARTS...
Jump cut to gorila with golf cap and APPLIANCES... golf clubs
EVEN GOLF CLUBS... Gorila's head is on left side of screen peeling a banana- graphics on right CALL 1-800-CLEANUP OR VISIT Full screen graphic RECYCLE USED OIL DOT COM RRG logo "FOR A NEARBY FILTER DROP OFF 1-800-CLEAN UP 'LOCATION. www.RecycleUsedOil.com Used Oil and Filter Logos
A public service message from the"? Northern California Regional Recycling Group and CalRecycle STOP THE MONKEY BUSINESS. ALWAYS RECYCLE YOUR FILTER. Gorila puts used filter into zip lock bag.
~fJMlJæ 4 16 ,. ., ' ,;
Radio We aired our :30 radio spot on used filter recycling. Additional bonus spots and PSAs aired in :30 and :15 in length.
RECYCLE USED OIL FILTERS IF YOU CHANGE YOUR OWN MOTOR OIL, DON'T FORGET TO RECYCLE THE OIL AND THE FILTER. JUST PUT YOUR USED MOTOR OIL IN AN EMPTY PLASTIC JUG AND YOUR OIL FILTER IN A ZIPLOCK BAG AND VISIT A RECYCLING CENTER THAT ACCEPTS USED FILTERS.
CALL 1-800-CLEANUP OR VISIT RECYCLE USED OIL DOT COM FOR A SITE NEAR YOU. IF YOUR COMMUNITY OFFERS CURBSIDE COLLECTION SERVICE, JUST SET YOUR USED OIL AND FILTER OUT ON THE CURB ON YOUR REGULAR RECYCLING PICK-UP DAY. THAT'S ALL THERE IS TO IT! A PUBLIC SERVICE MESSAGE FROM THE NORTHERN CALIFORNIA
REGIONAL RECYCLING GROUP. FUNDED BY A GRANT FROM CAL RECYCLE. '
Spanish language versions of the radio spots also aired on Spanish language radio stations. Media Market Areas 1. Sacramento 2. San Joaquin / Stockton 3. Chico 4. Vallejo / Solano County 5. Sonora / Tuolumne County +individual cable zones within each jurisdiction
iF~ffæ 5 17 , I:' f ,.;, ""!'..J
" MEDIA
KUVS ChannelS (Univision) KXTV Channel 10 (ABC) KOVRChannel 13 (CBS)
KMAX Channel 31 (CW) KTXL Channel 40 (FOX) Cable Television Networks:
ESPN, Fox Sports, FX, Spike, TNT, TBS, TNT, USA, TLC, Discovery, Fox News, Golf, Comedy Channel, and Crossings (mult-cultural). '
Cable systems: Comcast and Charter Broadcast Radio Stations:
KHTK 1140 Sacramento KQJK (Jack FM) 93.7 Sacramento KMIX 100.9 Stockton/San Joaquin (Spanish) KUIC 95.3 Vallejo/Dixon/Solano KHKK 104.1 "The Hawk" Stockton/San Joaquin ' KTHU 100.7 Chico KKBN 93.5 Sonoraluolumne KRQR 106.7 Chico KVML 1450 Sonoraluolumne KRCX 99.9 Sacramento/Chico (Spanish)
Broadcast Television Programming:
II News . King of Queens
. Soccer - World Cup Games . Bernie Mac
. Giants and A's baseball . South Park
. Autoracing (NASCAR and Grand Prix) .. Two and a Half Men
. David Letterman .. Jimmy Kimmel
. Craig Ferguson . Family Guy
. Good Day Sacramento . 'Noticias 19 (Hispanic)
. Movies . Republica Deportiva (Hispanic)
,
~&\æJ~ 6 18 BONUS Spots
The radio, TV stations and cable networks ran a'totåi of 839 bonus spots and PSAs, valued at approximately $47,600. Radio station KHTK ran a synched banner ad on their website, resulting in 22,500 impressions. KUVS Interview
Television station KUVS - Univision conducted an interview on used oil recycling with our spokesperson Sandra Gonzalez from the City of Fairfield. TheBpanish language interview took place on the morning of July 13 and aired twice during the program "A Primera Hora". CAMPAIGN Evaluation
The target audience received a clear message about the importance of oil filter and used oil recycling. The campaign delivered an estimated 3.6+ million impressions throughout the participants geographic areas. An online survey was conducted with approximately 750 members of Entercom radio stations' listener clubs (KSEG, KRXQ, KWOD, KDKO, KDND). Listeners who completed the survey were awarded incentive "points" that can be used in exchange for merchandise, concert tickets, etc. The survey gathered information about used oil filters and used oil recycling attitudes and behaviors. The results of the ,survey are summarized below:
Do you or anyone in your household ever change your own oil? . Yes ...... 39.1% . No ...... 60.90/0
After changing your oil, what did you do with your used oil FILTER? . Recycled it at a used oil recycling location ...... 23.7% . Put it at the curb for recycling ...... 8.1 % . Called my city/county to come pick it.up ...... 1.6% . Took it to a hazardous waste facility ...... ~...... 3.4% . Put it in the trash ...... 13.3% . i, or anyone in my household, do not change the oil ...... 12.9% . This question does not apply to me ...... 37%
wiÆff~ 1 19 '..:._ ' I ji '~
If,you didn't recycle your, used oil FILTER, why not? . It wasn't convenient so I tossed it ...... 13.3% . Didn't know it was recyclable ...... :...... ,...... 7% . I, or anyone in my household, do not change the oil ...... 14.6% . This question does not apply to me ...... ,...... 65.1%
If you used an oil recycling location to recycle your oil and/or filter, how did you find it? . Through www.RecycleUsedOil.com, 1-800-CLEANUP or www.cleanup.org ...... 4.6% . Through my city/county Web site or phone # ...... 6.7% . Heard about it on a radio commercial ...... 7.5%
. Saw it on a television commercial ...... 9.6%
.. Saw it in a city/county publication (flyerlbrochurelrecycle guide/magnet, etc.) ...... 3.1 % . Saw a sign at a used oil recycling location ...... 7.7% . Heard from family member/friend (word-of-mouth) ...... 4.9% . ' 1 have not used an oil recycling location ...... 8.9% . This question does not apply to me ...... 47%
Please visit the following web site before answering the next few questions. While at the site, please watch the "gorila" TV commercials.
www.RecycleUsedOil.com Had you seen either of the gorila commercials bef,ore? . Yes...I, or someone in my household, saw one or both of them on TV previously...... 64.5% . NO...had not seen them before ...... 35.50/0
After watching the górila commercials, are you more likely to: . change my vehicle's oil less often ...... 64.9% . change my vehicle's oil more often ...... 6.1 % . change my vehicle's oil about the same interval...... 29%
~ßl(1~ 8 20 .)..'.. 0'
'~-
RECYCLE USED OIL
REGIONAL RECYCLING GROUP
~ 2010 REGIONAL USED Oil RECYCLING CAMPAIGN "'
For more information, contact:
Regional Recycling Group Doug Eubanks 916-875-7165 or Ross-Campbell, Inc. Shawn Campbell 916-446-4744
~ Printed on recycled paper containing 30% post-consumer content.
21 Regional Recycling Group 2009-2010 Holiday Recycling Campaign Final Summary January 20, 2010
The following is a “wrap-up” of activities conducted for the 2009-2010 Regional Holiday Recycling Campaign.
Campaign dates: December 22 through January 3 • Our holiday recycling TV spot aired on broadcast television stations: KCRA Channel 3 (20x) KXTV Channel 10 (50x) Channel 10 delivered 30 bonus spots valued at $7190. Channel 3 delivered 6 bonus spots valued at $1850.
• Our TV spot also aired on cable television in the zones of the participating jurisdictions: Sacramento San Joaquin Citrus Heights Stanislaus Folsom Vallejo Networks included USA, Discovery, TBS, HGTV, TNT, Family and A&E (629x)
Comcast delivered 282 bonus spots valued at $4250. • Our radio spot aired on radio stations Vallejo – KUIC 95.3 FM (56x) San Joaquin/Stanislaus – KJOY 99.3 FM (42x) KUIC aired 28 bonus spots valued at $980. KJOY aired 16 bonus spots valued at $880. Total value of bonus spots: $15,150. To view or listen to the radio and TV spots, visit www. HolidayRecycling.com
• Our news release was distributed and solicited to print and broadcast media in the regions in order to garner news stories on holiday waste reduction and recycling. We received several stories on recycling wrapping paper and trees:
22 Sacramento Bee 12/24 “Our Region” section, story entitled “Don’t throw gift wrap away, recycle it” and featured quotes from Doug Eubanks and Edison Hicks. Other stories on recycling aired on:
KQCA 12/25 at 10pm KMAX 12/26 at 6am KCRA 12/25 at 11pm KMAX 12/26 at 7am KCRA 12/26 at 8am KOVR 12/26 at 10pm KCRA 12/26 at 5pm
• Holiday recycling web site: www.HolidayRecycling.com. – The site included tips, local information, including tree drop off sites, and links to additional resources (can and bottle recycling, Earth’s 911, etc.). The site also included a brief survey to gather feedback from visitors. We received 54 responses: 22% heard of the site via TV 46% heard of the site via radio 17% heard of the site via billboard 15% heard of the site via newspaper Several respondents listed ideas on how they recycle their waste during the holiday season, such as reusing gift wrap and boxes. The majority of respondents listed zip codes from the Sacramento, San Joaquin, Stanislaus, and Vallejo areas. We placed a traditional billboard on westbound business 80 in Sacramento. Billboard included holiday campaign theme – Reduce-Reuse-Recycle – and web site address. • We received airings of our campaign graphic on electronic billboards in Dixon, Elk Grove, Sacramento (Cal Expo and Sac State), Roseville and Folsom.
• Our campaign graphic aired as a television billboard on various government and public service channels.
Thank you to all those who arranged placement of the billboards.
23 Participants: Sacramento County City of Citrus Heights San Joaquin County City of Folsom Stanislaus County City of Sacramento City of Vallejo
Budget: $31,250
Radio Spot :30 IT’S THE HOLIDAY SEASON. THE TIME WHEN WE CREATE MORE THROW AWAY MATERIAL THAN AT ANY OTHER TIME OF THE YEAR. BUT JUST BECAUSE WE CREATE IT ALL DOESN’T MEAN WE HAVE TO THROW IT ALL AWAY. WITH YOUR LOCAL CURBSIDE OR DROP OFF PROGRAM, YOU CAN MAKE THE HOLIDAY SEASON THE SEASON OF RECYCLING. YOU CAN RECYCLE GIFT BOXES, CATALOGS, MAGAZINES, PHONE BOOKS, CARDBOARD, EMPTY BEVERAGE CONTAINERS, AND A WHOLE LOT MORE. AND, TO REDUCE MAILBOX OVERLOAD, USE THE INTERNET TO FIND AN EASY-TO-USE JUNK MAIL REDUCTION SERVICE. FOR MORE INFO, VISIT HOLIDAY RECYCLING DOT COM OR CALL 1- 800-CLEANUP. THIS PUBLIC SERVICE MESSAGE BROUGHT TO YOU BY THE DEPARTMENT OF CONSERVATION AND (INSERT NAME OF PARTICIPANT). Radio Spot :10 IT’S THE HOLIDAY SEASON. THE TIME WHEN WE CREATE MORE THROW AWAY MATERIAL THAN AT ANY OTHER TIME OF THE YEAR. SO PLEASE REMEMBER TO REDUCE, REUSE, AND RECYCLE AS MUCH AS POSSIBLE. THIS PUBLIC SERVICE MESSAGE BROUGHT TO YOU BY (NAME OF PARTICIPANT) AND THE DEPARTMENT OF CONSERVATION.
TV Spot WELL…THE HOLIDAYS ARE ALMOST OVER. BUT WHAT ABOUT ALL THAT LEFTOVER HOLIDAY STUFF? EMPTY CANS AND BOTTLES, GREETING CARDS….…BOXES… CATALOGS…MAGAZINES …NEWSPAPER….JUNK MAIL….. GIFTWRAP… RIBBONS….TREES... .AND LOTS OF PAPER! HAVE YOU HAD IT UP TO… HERE?!! FIRST, REDUCE. USE LESS (FINGER SNAPS). SECOND, REUSE. SAVE WHAT YOU CAN TO USE LATER (FINGER SNAPS).… AND, LAST BUT NOT LEAST, (FINGER SNAPS).… RECYCLE WITH YOUR LOCAL CURBSIDE OR DROP- OFF PROGRAM. (FINGER SNAPS) BECAUSE THE GIVING SEASON DOESN’T HAVE TO BE THE GARBAGE SEASON. REDUCE, REUSE, RECYCLE…(CART BURPS)…AND REJOICE.
(Graphic during middle of spot: “REDUCE MAILBOX OVERLOAD: SEARCH ‘STOP JUNK MAIL’ ON THE INTERNET”)
24