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Annual Report 2013-2014

San Bernardino County Stormwater Public Education Program Prepared by S. Groner Associates (SGA)

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San Bernardino County Stormwater Public Education Program Annual Report for Fiscal Year 2013-2014 Table of Contents

1. PURPOSE .............................................................................................................................................. 3

2. PROGRAM GOALS ............................................................................................................................... 3

3. STRATEGY ............................................................................................................................................ 3

4. WEBSITE ............................................................................................................................................... 4

4.1 GOALS ................................................................................................................................................... 4 4.2 RESULTS ................................................................................................................................................ 4

5. FACEBOOK ........................................................................................................................................... 5

5.1 GOALS ................................................................................................................................................... 6 5.2 RESULTS ................................................................................................................................................ 6

6. ILLEGAL DUMPING HOTLINE ............................................................................................................ 6

6.1 GOALS ................................................................................................................................................... 6 6.2 RESULTS ................................................................................................................................................ 6

7. COMMITTEE SUPPORT ....................................................................................................................... 7

7.1 GOALS ................................................................................................................................................... 7 7.2 RESULTS ................................................................................................................................................ 7

8. REPORTING .......................................................................................................................................... 7

8.1 GOALS ................................................................................................................................................... 7 8.2 RESULTS ................................................................................................................................................ 7

9. BMP MATERIALS .................................................................................................................................. 7

9.1 GOALS ................................................................................................................................................... 8 9.2 RESULTS ................................................................................................................................................ 8

10. HOA OUTREACH ................................................................................................................................. 8

10.1 GOALS ................................................................................................................................................. 8 10.2 RESULTS .............................................................................................................................................. 8

11. PARTNERSHIPS .................................................................................................................................... 9

11.1 GOALS ................................................................................................................................................. 9 11.2 RESULTS .............................................................................................................................................. 9

12. DATA GATHERING .............................................................................................................................10

12.1 GOALS ................................................................................................................................................10 12.2 RESULTS .............................................................................................................................................10

13. RESIDENTIAL CAMPAIGN – HHW .....................................................................................................12

13.1 GOALS ................................................................................................................................................15 13.2 RESULTS .............................................................................................................................................15

14. RESIDENTIAL CAMPAIGN - PET WASTE .........................................................................................16


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14.1 GOALS ................................................................................................................................................22 14.2 RESULTS .............................................................................................................................................22

15. WEBSITE UPGRADE ...........................................................................................................................23

15.1 GOALS ................................................................................................................................................23 15.2 RESULTS .............................................................................................................................................23

16. RESIDENTIAL CAMPAIGN – COOKING OIL ......................................................................................23

16.1 GOALS ................................................................................................... 27 16.2 RESULTS .............................................................................................................................................27

17. SCHOOL EDUCATION ........................................................................................................................28

18. APPENDIX ............................................................................................................................................29


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1. PURPOSE

Stormwater pollution has been identified by the Environmental Protection Agency as one of the main causes of water contamination across the nation. The San Bernardino County Stormwater Program (“Program”) seeks to reduce the amount of pollutants – including pesticides, fertilizers, paint and pet waste – which are discharged into the storm drain system and end up in our rivers, beaches and oceans. The purpose of the program is to implement a public education program that encourages residents and businesses to adopt pollution prevention practices.

2. PROGRAM GOALS

The program has three (3) primary goals: Continue to increase awareness of stormwater pollution and its impact on our

environment; Continue to educate residents and businesses on how to change their behavior to

minimize stormwater pollution; and Maintain compliance with the National Pollutant Discharge Elimination System

(NPDES) Municipal Stormwater Permit.

3. STRATEGY

SGA designed and implemented multiple projects to reach the above annual goals including: online outreach through both static websites and social media outlets, three residential campaigns targeting the issues of unattended dog waste, household hazardous waste and cooking oil recycling, maintaining the 24/7 illegal dumping hotline, conducting HOA outreach, forming partnerships with water agencies and supporting the Public Education Sub-Committee (“Committee”). The strategy of the program focuses on directing San Bernardino County residents and businesses to available resources that yield the highest potential of pollution reduction discharged into the storm drain system. The strategy is three (3) fold: Conduct Pollutant-Specific Residential Campaigns — the program launched three

Residential Campaign targeting pet waste, cooking oil recycling and Household Hazardous Waste Recycling.

Website and Social Media — the San Bernardino County Stormwater Program’s website provided residents and businesses news and information on the program’s efforts to reduce stormwater pollution and served as a platform for the residential campaigns, while its social media channel encouraged interaction with the program and complemented offline outreach efforts.


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HOA outreach and partnerships – the program reached out to HOAs to distribute an HOA handbook that includes BMPs property managers could implement on their properties. The program also reached out to water agencies to partner on residential campaigns to cross promote marketing efforts and create synergies.

4. WEBSITE

The website anchors the online program, providing a consistent online hub of information acting as a home base. The website plays an important role in informing residents and stakeholders about the Program. It also plays a critical role in driving residential campaign participants to the respective pages in order to learn more information or opt into our campaigns to become more engaged.

4.1 Goals

Achieve 15% increase in total visits each quarter (based on previous fiscal year’s average monthly visits);

Achieve 2% conversion rate (based on unique visitors) for the following categories:

o Doggie bag requests; and o Report form submissions.

4.2 Results

Increased the total visits between July 1, 2013 and June 30, 2014 by 31.65% compared to the same time period last fiscal year;

Achieved an 11% conversion rate, exceeding the goal of 2% (304 total conversions based on unique visitors) for the following categories:

o Doggie bag requests; o Report form submissions; o Email sign-ups;

Rotated 4 banners quarterly;

Created a new banner to promote the Residential Cooking Oil Campaign;

Created a new banner to promote the Residential Household Hazardous Waste Campaign;

Activated Cooking Oil Campaign on featured section of homepage;

Activated Household Hazardous Waste Campaign on featured section of homepage;

Activated social media sharing buttons;

Uploaded documents to Outreach Materials and Permittee pages;

Upgraded Permittee Calendar account; and

Maintained website and addressed broken links, as necessary. Statistics Website activities were mostly focused on driving visitors to our residential campaign pages including the Household Hazardous Waste (HHW) Disposal pages as


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part of the around HHW recycling campaign and the Cooking Oil campaign page as part of said campaign. The following are monthly web stats for total visitors.

July 491

August 555

September 577

October 658

November 1072

December 1130

January 686

February 532

March 659

April 807

May 609

June 627 Top 5 most visited pages

1. Homepage 2. Household Hazardous Waste Collection Locations 3. Cooking Oil Recycling 4. Household Hazardous Waste Disposal 5. Dog Owners

5. FACEBOOK

The San Bernardino County Stormwater (SBCSW) Facebook page (https://www.facebook.com/sbcountystormwater) was maintained throughout the year to engage the target audience, County-wide stakeholders, with the pollution prevention message. Through the use of strategic Facebook ads, frequent Facebook posts, post promotion and interactions with fans, SGA has been able to increase the number of SBCSW Facebook fans by 164% to 2,743 fans and increased the number of interactions by 175% to 2,139 interactions over the past year. This year we created Facebook posts to align with the residential campaigns that included pet waste with carrying a bag to pick up after pets, cooking oil recycling and household hazardous waste recycling. In these posts, we included the San Bernardino County Stormwater Program website (http://www.sbcountystormwater.org) as a resource for fans. In addition, we created and posted 5 contests related to the residential campaigns on the Facebook page that resulted in 110 entries from San Bernardino County residents. To help further spread the cooking oil recycling message, we placed a Facebook ad targeting San Bernardino County residents that resulted in 754 website clicks to the cooking oil recycling webpage.

http://sbcountystormwater.org/

http://sbcountystormwater.org/residents/household-hazardous-waste-disposal/household-hazardous-waste-collection-locations/

http://sbcountystormwater.org/residents/household-hazardous-waste-disposal/cooking-oil-recycling/

http://sbcountystormwater.org/residents/household-hazardous-waste-disposal/

http://sbcountystormwater.org/residents/dog-owners/

https://www.facebook.com/sbcountystormwater

http://www.sbcountystormwater.org/


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5.1 Goals

2,076 total followers;

156 total Facebook posts;

2,139 total interactions (likes, comments and shares);

713 pet waste messaging related interactions (likes, comments and shares); and

250 clicks to SBCSW website

5.2 Results

2,743 total followers (exceeded goal by 164%);

168 total Facebook posts (about 3 times a week);

3,866 total interactions (likes, comments and shares – exceeded goal by 175%);

387,823 views on all posts;

841 pet waste messaging related interactions (likes, comments and shares);

297 cooking oil recycling messaging related interactions (likes, comments and shares);

754 website clicks and 279 interactions from cooking oil recycling ad to promote cooking oil recycling webpage;

495 household hazardous waste recycling messaging related interactions (likes, comments and shares);

1,161 total clicks to http://www.sbcountystormwater.org from Facebook posts;

5 contests on Facebook page wall with 110 entries; and

48 San Bernardino County Stormwater pet owners heard about the free container of dog waste bags from Facebook.

6. ILLEGAL DUMPING HOTLINE

The illegal dumping hotline is maintained and promoted to ensure residents could easily call to report any violations.

6.1 Goals

Keep the illegal dumping hotline number and the online portal active; and

Promote the hotline number.

6.2 Results

Maintained and promoted illegal dumping hotline; and

Promoted hotline in Yellow Pages.

https://exchange.cloud.questdigital.net/owa/redir.aspx?C=dUSjSgjrKkOgpY3_bV_Ib_dYxw0dc9EIY2pRqh2KZBvPSkwQNImpZ2PXs1IF5NKsArwL7WRPP9M.&URL=http%3a%2f%2fwww.sbcountystormwater.org%2f


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7. COMMITTEE SUPPORT

SGA provides agendas and summaries for monthly Public Education Subcommittee meetings that take place every second Tuesday of the month. We also provide support and materials on an ad hoc basis to the particular needs of the Subcommittee member.

7.1 Goals

Attend and provide a meeting summary from 12 monthly update meetings.

7.2 Results

Attended and provided meeting summaries for 12 Committee meetings.

8. REPORTING

Tracking and monitoring results are an integral part of the Public Education Program. SGA provides a detailed monthly summary of activities and budget status report with each invoice. On a quarterly basis, SGA provides a report recapping goals and updating results. The annual report is a culmination of all activities conducted during the fiscal year for the Program. It includes background, tasks and results from all activities including residential campaigns.

8.1 Goals

Provide twelve (12) monthly budget breakdowns;

Provide twelve (12) monthly invoices with summaries of activities;

Provide four (4) written quarterly reports; and

Provide one (1) annual report.

8.2 Results

Completed12 budget breakdowns ;

Submitted 12 monthly invoices and summaries of activities;

Submitted 4 quarterly reports; and

Submitted one annual report in July 2014.

9. BMP MATERIALS

SGA conducted an inventory of existing BMP materials to identify topic issues that may not be adequately covered in order to prevent water pollution. Most of the issues were covered and the Committee selected commercial landscaping as the topic area for this fiscal year’s BMP material. SGA developed content and designed a handout targeting commercial landscape professionals around BMPs.


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9.1 Goals

Update, review, develop and/or distribute materials on key BMPs as needed; and

Develop a handout for landscape professionals.

9.2 Results

Developed a handout for landscape professionals;

Translated the handout into Spanish;

Updated Commercial Landscaping brochure; and

Uploaded the new handout to wesbsite.

10. HOA OUTREACH

In order to comply with permit requirements of providing BMPs to Home Owner Associations, the program distributed a digital HOA booklet to an extensive list of HOAs and Property Managers throughout the County. The 18-page HOA booklet was developed in fiscal year 2010-2011 as a comprehensive BMP guide related to all activities associated with home ownership that have stormwater consequences. These included:

Information on Trash Enclosures;

Information on Conditionally Exempt Small Quantity Generators;

Information on Hazardous Waste;

Information on Concrete Disposal;

Information on Commercial Landscape;

Information on Vehicular Maintenance; and

Information on Painting.

10.1 Goals

Update HOA database;

Update HOA booklet;

Upload updated HOA booklet to the SBC website; and

Distribute updated HOA booklet link twice a year to identified HOAs.

10.2 Results

Updated database of HOAs;

Updated HOA booklet;

Uploaded updated HOA booklet on the Program’s website;

Sent eBlast to HOAs on 8/27: o Sent to 65 recipients; o Obtained 18% open rate; o Obtained 33.3% click rate;


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Revised eBlast subject line and text to increase open and click rate;

Sent eBlast to updated HOA contacts on 9/17: o Sent to 12 recipients;

o Obtained 30% open rate (increased open rate from previous send-out

by 67%);

o Obtained 33.3% click rate;

Implemented tactics to increase HOA eBlast open and click rate for Spring send out;

Sent eBlast to HOAs on 4/3: o Sent to 86 recipients; o Obtained 36% open rate (double the open rate from first send-out);

and o Obtained 25.9% click rate.

11. PARTNERSHIPS

The Program reached out to water agencies to partner around our residential campaigns such as cooking oil recycling that has some overlap around sewer clog prevention. We sought to cross promote our campaigns and contribute to spreading the word on their water conservation message with a stormwater angle. We partnered with a few agencies that expressed interest. However, the Committee voted to discontinue this task before end of the fiscal year due to a lack of response from other agencies.

11.1 Goals

Update database of all SBC water agencies;

Coordinate or attend six water agency meetings;

Borrow and lend materials as needed; and

Cross promote the campaigns online.

11.2 Results

Updated the database of all agencies;

Contacted 20 water agencies; and

Partnered to cross promote our campaigns with five agencies including IEUA, San Bernardino Municipal Water District, East Valley Water District, City of San Bernardino Water Department and Cucamonga Valley Water District.


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12. DATA GATHERING

As part of the NPDES permit, the Program has been tasked with implementing a “residential program” that focuses on motivating residents to adopt more positive stormwater behavior, also known as best management practices (BMP). As such, the Program conducted a regional phone survey to determine which of the myriad of stormwater BMPs the County should focus on to get the biggest return on its investment. Return on investment would be achieved by being able to demonstrate that residents are in fact changing their behaviors to start acting in ways that protect water quality.

This approach was taken for a number of reasons, all of which are firmly grounded in psychology and social marketing research. One of the keys to a successful public outreach campaign is focusing on what Community Based Social Marketing proponents refer to as non-divisible behaviors. Non-divisible behaviors are characterized by the fact that they can’t be further broken down into separate behaviors. For example, “use public transit” is not an end-state behavior while “take the bus once a week” is.

The second part is deciding how to select those behaviors. Social psychology often relies on a combination of current participation rates (penetration), how significant the behavior is (impact) as well as willingness of the participants (probability) to determine which behaviors will get “the most bang for the buck.” This survey of 500 residents spread evenly across the county focused on understanding penetration and willingness.

12.1 Goals

Coordinate administration and analysis of a regional phone survey that will provide data to help formulate strategy for the stormwater public education program’s residential program; and

Draft a report analyzing results of the survey along with recommendations supported by data on which behaviors to focus on for the residential campaigns.

12.2 Results

Administered and analyzed regional phone survey of 500 responses that helped to inform which pollutant and target behavior the program’s residential campaigns would focus on

Based on the survey findings, SGA recommended focusing on the following two campaigns:

1. Taking HHW to a collection center 2. Storing leftover cooking oil & taking it to a collection center


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These campaigns were selected based on the high ranking scores of three of 11 BMPs that respondents were asked about. The score was yielded from a formula that incorporated the respondents’ average reported willingness to engage in the behavior (only included willingness of people who were not already engaging in the correct behavior) and the total number of overall respondents who were engaging in negative behaviors relating to the specific activity. The three behaviors, including their respective scores, were: Store leftover cooking oil so it can be disposed of later (1.91), take leftover paint, pesticides, fertilizers, etc. to a collection center (0.83) and take leftover cooking oil to a collection center (0.75.)

Other findings from the survey: o Respondents’ put the greatest amount of importance on local water

quality compared to other nearby water sources. Stormwater runoff ranked in the middle and Santa Ana River ranked last. It is recommended that the Program focus on residents doing their part to protect local water quality rather than to protect the Santa Ana River.

o Cities that had more respondents generally had a higher overall

willingness score than cities with fewer respondents. This may suggest that targeting more populated cities may not only yield a larger overall total of individual behavior change, but also a larger percentage as well.

o Regarding the top three recommended behaviors, there were no

significant differences by region save for a higher willingness to store leftover cooking oil for those in the Central region than in the Eastern region.

o When it comes to applying pesticides and fertilizers, 26% of County

residents who responded to this question said they do it themselves while 30% said they outsource this to their landscaper/gardener. It is recommended that if the County plans on doing any outdoor/garden related outreach in the future that options are made available to both DIYers and the people who outsource these behaviors to professionals.

o Age was a significant predictor in respondents’ willingness to take leftover

paint, pesticides, fertilizers, etc. to a collection center, but not for the other top behaviors. This relationship meant that as respondents’ age increased, their willingness to take toxic waste to a collection center also slightly increased.


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o There was a higher score for renters than home owners in their willingness to engage in the two behaviors related to cooking oil, but no difference in their willingness to engage in the behaviors related to properly disposing of household chemicals.

o There were no differences by gender for any of the top behaviors.

o Respondents who were more comfortable speaking Spanish than English

were generally more willing to engage in the top recommended behaviors. More specifically, Spanish speakers were significantly more willing to engage in the cooking related BMP and slightly more willing to engage in the hazardous waste BMP compared to English speakers.

13. RESIDENTIAL CAMPAIGN – HHW

The SBC Stormwater phone survey conducted in July 2013 results indicated that about 18% of people surveyed were properly recycling their HHW at a collection center and approximately 25% of respondents were improperly disposing of this waste. Survey results also showed that Spanish speakers were slightly more willing to take HHW to a collection facility compared to English speakers. The percentage of first time visitors to all San Bernardino County HHW centers was 22%, according to the San Bernardino County Fire Department that oversees all centers except for the one in the City of Fontana. Data collected by County Fire also showed that almost half (45%) of the residents who visited the centers said they had heard about the facility by word of mouth. Based on the literature review, the biggest barriers to the target behavior of taking HHW to a collection center were shown to be distance to a facility followed by awareness on what is accepted or not. Because many cities throughout San Bernardino County are already doing some level of promotion around taking HHW to a collection center by distributing flyers, direct mailers, brochures, running print ads and creating a website, this campaign’s goal was to complement, rather than duplicate, existing efforts to increase awareness of HHW locations, what is and isn’t accepted and emphasizing sharing as a major component of the campaign since this is an area that hasn’t currently been tapped into. In addition, the campaign also aimed at testing partnerships with home improvement stores and determining whether or not this tactic is useful. The goals of the campaign were to demonstrate that total visits to all HHW centers increased after outreach compared with before outreach and demonstrate that first time visits account for 27% of all visitors (5 percentage point increase from baseline). Note we had initially set volume of HHW collected as a numeric objective but revised it to the number of visits. This change was based on the Committee’s feedback that number of visits may be a more accurate metric than volume as one person could bring a lot of items that may not weigh a lot such as medication.


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Based on the above findings, the campaign employed the following approaches:

Targeted Spanish-speaking audiences

Focused on a sharing component based on the finding that most county

residents had heard about it by word of mouth

We partnered with cities to send out promotional materials via billing insert

direct mailing based on findings from the data collected by the County,

Fontana and an Iowa case study

The campaign targeted the following audiences:

Spanish-speaking residents;

Already Engaged Residents; and

Residents (e.g., DIY-ers) who purchase paint, fertilizer or pesticides. Messaging The campaign’s goal was to complement the existing HHW recycling efforts that are already carried out by the County and the cities. To that effect we wanted to develop a strong messaging that will appeal to residents on an emotional level. We developed a flyer with a tag line “I’m stuck in your home. I may be bad for your kids. I’m only 10 minutes away from a collection center. Will you take me?”, picturing a can of paint in a bedroom. The idea behind it was to personalize hazardous waste and portray it as being “stuck in the house” and dangerous for children and pets. In addition, we also added information regarding the distance to the nearest collection center to remove the perceived barrier that the center might be far. The flyers were translated to Spanish. The campaign also developed a Spanish radio ad with the same message. For partnerships with the HIS stores we developed three variations of shelftalkers by specific type of waste – pesticides and herbicides, chemical fertilizers and paint. The proximity to the nearest HHW center was highlighted and used as a motivator. The tearsheets were tailored to each store and called out the closest HHW collection center. Facebook Campaign Research showed nearly half of County residents who visited an HHW center had heard about it by word of mouth. Because our Facebook fans and email subscribers are likely people who skew towards doing (or at least wanting to) the right thing, we wanted to prompt them to share the message of the HHW campaign with someone they know. We posted 17 posts related to the HHW campaign between March 1 and June 15 and obtained 38,592 views and 495 interactions on posts. Twenty three people shared the posts. We also posted a Facebook contest and incentivized participation with a chance to win a $25 card to Amazon.com. The contest received 21 entries. In addition we reached 1,866 people through Facebook ads.


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Radio Ads and Online Banner Radio ads were targeting Spanish speaking audience across San Bernardino County. The ads were running on Radio Jose FM 97.5 from April 1 to May 2, 2014. A total of 50 radio spots were played, reaching 69,801 impressions. In addition to the radio ads, an online banner was displayed on the radio station’s website. The banner reached 7,446 impressions and received 26 clicks. e-Blast Over the three month period between April and June 2014, we distributed three eBlasts to the program’s mailing list of 3,138. We periodically added new emails collected through HHW log sheets to the mailing list. The average open and click rates for all four issues combined were 22.5% and 12.3%, respectively. We tested the following subject lines and the one that got the highest open rates was “#1 Tip for a Healthy Home,” which garnered a 26% open rate:

Stuck in Your Home and Bad for Your Kids

#1 Tip for a Healthy Home

How to Make Your Home Toxic-Free

#1 Tip for a Toxic-Free Summer

County Promotion The campaign was promoted in Rancho Cucamonga’s Burrtec newsletter distributed to 37,500 households as a billing insert and on the city’s local television station RCTV. HIS Partnerships We formed partnerships with two HIS stores in San Bernardino and Redlands, respectively, and placed tearsheets on shelves with products that should be taken to the HHW collection center. We developed three variations of the tearsheets for paint, pesticides and herbicides, and chemical fertilizer. The goal was to reach customers at the point of purchase and remind them to take unused or leftover products to the collection center. Intercept Surveys In addition to the above tactics, the campaign also conducted intercept surveys in front of Home Depot stores in San Bernardino and Chino and distributed flyers. We conducted two intercept surveys in front of Home Depots in Chino and San Bernardino, and collected a total of 59 surveys and handed out 45 flyers. These surveys provide a descriptive “pulse-check” of sorts to assess awareness and behavior trends among San Bernardino residents but should not be taken as definitive results, especially due to the small sample size. Main survey findings were:

68% of survey respondents said they know what household hazardous waste is

and 80% of those correctly identified HHW;


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When asked about proper disposal of HHW, 60% correctly identified taking it

to a collection center, 26% said “take it to a store,” 16% said they would

throw it in the trash and 2% would pour it down the storm drain. Of those who

take their HHW to a collection center, a third take it several times a year,

17% take it once, 8% take it less than once and year, 8% is unsure and 33%

said they never take it; and

Half of the respondents would be “very likely” to take the HHW to a

collection center next time they have HHW they need to dispose of, 20%

would be “likely,” 7% would be “neither likely or unlikely,” 3% would be

“unlikely” and 7% would be “very unlikely.”

13.1 Goals

Demonstrate that the total number of monthly visitors to countywide HHW facilities increase after outreach compared to before outreach; and

Demonstrate that first time visitors account for 27% of all visitors.

13.2 Results

Because a monthly breakdown of data was unavailable, we calculated the

HHW center visits based on an average number of monthly visitors since we

had aggregate annual data. We compared the average number of monthly

visitors in all of 2013 with the average number of monthly visitors between

January 2014 and May 2014, which corresponds with the duration of the

campaign. The average number of monthly visitors in the first five months of

2014 increased by 11% compared to the average number of HHW visitors in all

of 2013.

First time visits in January to May 2014 accounted for 21% of total visits, the

same as in all of 2013 and short of the 27% goal for the campaign. However,

monthly first time visits on average increased by 8.8% in January to May 2014

compared to monthly first time visits on average in all of 2013, which

suggests that the campaign may have increased the overall number of first

time visitors to collection centers.

The most common source of information about HHW recycling was word of mouth at 54% (11,961), which is consistent with our research findings. The second and third most common sources were flyers at (18.6%) and newspaper (12.9%), followed by Internet (7.4%), according to County data.

Launched ads on Spanish-language radio that reached 69,801 impressions. An online banner displayed on the radio station’s website reached another

7,446 impressions and received 26 clicks.

Sent three eBlasts to 3,138 residents obtaining average open and click rates of 22.5% and 12.3%, respectively;


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Designed and printed tearsheets for paint, pesticides and herbicides, and chemical fertilizer for point of purchase placement at HIS stores;

Designed a campaign flyer;

Formed two store partnerships and placed the tearsheets at the following stores:

o Lowe’s in Redlands; and o K & L Hardware in San Bernardino;

Promoted the campaign in: o RCTV; and o Rancho Cucamonga Burrtec Newsletter (April) distributed to 37,500

households; Conducted intercept surveys at two Home Depot stores in San Bernardino and

Chino;

Obtained 495 interactions on HHW-related Facebook posts; and

Obtained 21 entries on a Facebook contest.

14. RESIDENTIAL CAMPAIGN - PET WASTE

Since pet waste was observed as one of the most widely spread sources of bacteria pollution in the County in the fiscal year 2012-2013, the Program implemented a campaign that addressed barriers and motivators to encourage dog owners to pick up after their pets. Based on the survey findings, last year’s pet waste campaign focused on having dog owners carry a visible waste bag. This was based on the finding that the single largest barrier to dog owners not picking up after their pets was forgetting to bring a bag. The structure of the campaign revolved around establishing a social norm around of the desired behavior – carrying a pet waste bag canister on the dog’s leash that would lead to more dog owners picking up. Some useful lessons were gleaned from the pet waste campaigns conducted in fiscal year 2011-2012 and fiscal year 2012-2013. We learned that the majority of residents were already picking up after their pets and were aware it was “the right thing to do.” Starting last year, our primary goal was to create a social norm of attaching canisters to dogs’ leashes as a way to address the barrier of forgetting pet waste bags.

To build on the Program’s previous work around pet waste, the 2013-2014 campaign

used the following tactics:

Distribute pet waste bag canisters in exchange for an opt-in email address

Collect optional pledges

Develop and push out campaign messaging through various online and offline channels (e.g., events, website, eBlast)


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For the fiscal year 2013-2014, the goal of the campaign was to distribute 400

canisters to dog owners and demonstrate that 57% -- representing a 5 percentage

point increase from the previous year’s baseline of 52% -- of dog owners correctly

used pet waste canisters to help establish attaching a bag to the leash as the norm.

The secondary goal was to generate 500 shares of the campaign to reinforce the

norm around having the canister on the dog’s leash.

Pet Waste Bag Canister

A pet waste bag canister is a convenient way to carry pet waste bags and has proven

to be an effective incentive to prompt dog owners to participate in a campaign

(provide an email address) and take an action based on our experience from

previous pet waste campaigns conducted in previous fiscal years. Additionally,

giving a canister to dog owners removes the barrier of not having a bag handy,

making it easier to engage in the target behavior. The program has been using pet

waste bag canisters for several years as giveaway items at events when residents

sign up for email updates or become a fan of our Program Facebook page. We also

mailed canisters to residents who requested one through the program’s website.

During the fiscal year 2013-2014, we distributed pet waste canisters at local events

and mailed to residents who participated in the campaign by requesting a canister

using an online request form. After the fiscal year 2013-2014 pet waste campaign

ended in March 2014 for evaluation purposes, we continued to distribute pet waste

canisters through the program’s website.

Campaign Promotion We promoted the pet waste campaign on the Program’s website, Facebook page, at local events where pet postcards were distributed and through city newsletters. Fontana, Highland and Rancho Cucamonga promoted the pet waste campaign through their respective newsletters in trash billing inserts. These newsletters proved successful and were by far the biggest source of referral for the campaign promotion. In fact, campaign participants from Fontana and Rancho Cucamonga accounted for 55% of all participants, both cities that promoted the campaign through city newsletters. We collected this information when obtaining email sign-ups online. Below is a breakdown of where campaign participants who requested a canister online had heard of the campaign. Word of mouth is the second highest source of referral but as stated below, the city newsletter far outweighed all the other sources combined.


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Where did you hear about claiming this free doggie was bag dispenser?

Promotion Source # of participants

City Newsletter / Billing Insert/HOA 383

From Someone I Know 55

Facebook 48

Local Event 19

SBCSW Website 19

Pledges

Community-Based Social Marketing studies have demonstrated commitment

techniques such as pledges to be effective in promoting behavior change. Obtaining

a pledge or a commitment from a person increases the likelihood of that person

following through with the desired action, which in this campaign was to “always

put waste bag dispensers on my dog’s leash and refill them whenever I can.” We

collected these pledges at events and online. Throughout this year’s pet waste

campaign, pledges were an optional element of the campaign. San Bernardino

County dog owners could make the pledge on their own (without an incentive),

making the pledges more valuable and effective as studies have shown pledges are

most effective when made voluntarily without an incentive.

We did not set a numeric goal as it was a new and optional element to this year’s pet waste campaign. During the fiscal year 2013-2014, we collected 770 total pledges (441 online and 329 at events). Of the 886 residents who received pet waste bag canisters through this campaign, 87% of them made the pledge to attach the canister to their dog’s leash and refill them. Campaign Messaging We developed a campaign message to help us promote the target behavior to dog

owners. The messaging urged dog owners to attach the pet waste bag canisters

provided by the Program to their dog’s leash so they are prepared to pick up after

their dogs every time and establish a social norm in the community. We

incorporated campaign messaging through both online and offline channels. For

example, we used the campaign messaging on the Facebook page, at local

community events, in the optional pledges at events or on the online pet waste bag

canister request form, and in the eBlasts sent to the campaign participants.

We created the campaign messaging to reinforce the social norm of having a pet

waste bag canister on a dog’s leash at all times. For example, when sending the first

“Thank You” eBlast to campaign participants, the subject line asked dog owners

where their bags were and the body of the email prompted them to attach the pet


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waste bag canisters to their dog’s leashes. A few weeks after the “Thank You”

eBlast, we sent a “Reminder” eBlast to the same participants reminding them to

refill their pet waste bag canister if their bags were used up and encouraged them

to share the campaign with their San Bernardino County family and friends.

We applied the campaign messaging primarily by sending eBlasts to dog owners who signed up. There were two rounds of campaign messaging emails, which included: 1) a “Thank You” eBlast and 2) a “Reminder” eBlast. At the end of the campaign we sent a survey eBlast to participants. In total, campaign participants received 3 emails from the Program. Bag on a Leash Message Approximately one week after participants received a pet waste canister from the

Program, we sent a “Thank You” eBlast. In this email included the campaign’s key

messaging to attach the pet waste bag canister to their dog’s leash.

Over the course of the campaign, we collected 775 email addresses and sent 22

Thank You eBlasts. Of these emails, 126 bounced (16.3%) and 316 were opened

(48.7%). This open rate is extraordinarily high compared to industry standards

(23.89%). This was thanks to the catchy subject line, “Dude, Where’s My Bag?” that

got many to open their emails.

We publicized the campaign’s key message of “attaching pet waste canisters to

dog’s leashes” on the Program’s Facebook page on a monthly basis. Posting the

campaign messaging on the Program’s Facebook page allowed for our fans to easily

share the message with their San Bernardino County family and friends.

Refilling Canisters and Sharing Message A few weeks after we sent the “Thank You” eBlast, we sent a “Reminder” eBlast to

the same participants. This eBlast was used as a reminder to refill their pet waste

bag canister if the bags were used up and encourage them to share the campaign

with their San Bernardino County family and friends.

We sent 8 Reminder eBlasts to 753 email addresses. Of these emails, 124 bounced

(16.5%) and 262 were opened (41.7%). Once again, these Reminder eBlasts received

very high open rates with the subject line, “American Doggie Waste Bag. Don't Leave

Home Without it” being the most successful.

San Bernardino County residents could share the pet waste campaign in several ways. They could distribute the pet postcards that were given to residents at local community events. They could also share the campaign through word of mouth, the


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second highest source of referral for our campaign. We tracked online “shares” that included website shares, Facebook likes, Facebook comments, Facebook shares and eBlast forwards. We recorded 605 shares (exceeding the goal by 21%). Evaluation

SGA conducted a survey by emailing the survey to 831 dog owners whose emails had been collected throughout the pet waste campaign. We got a 23% response rate (190 responses), very high compared with average survey response rates of less than 10%. Of the 831 emails sent, 153 bounced and 408 participants opened the email (60.2% open rate). Of those who opened the emails, nearly half completed the survey, an excellent response rate of 47% (190 responses). Highlights of findings The following highlights based on the survey findings show the pet waste campaign was highly successful in establishing a norm around having a pet waste canister on their dog’s leash as well as sharing the campaign with the dog owners’ friends and family. Successful Messaging Findings show our messaging focused on correct usage of the canister and sharing was highly effective and helped to exceed the campaign’s goals. The overwhelming majority (83%) of the respondents reported they correctly used the pet waste canisters after being exposed to the campaign, exceeding our goal by 26 percentage points. The messaging around refilling the pet waste bags in the canister also showed to be effective, evidenced by the 92% of respondents who reported they currently had bags in their canisters and therefore ready to pick up. Additionally, at the time of the survey, approximately 92% of respondents said they planned on refilling the bags. The prompt to share the campaign with someone they knew also proved effective, demonstrated by the 53% of participants who reported sharing the campaign with someone they knew. Creating a Social Norm When discussing social norms in a behavior change campaign, it’s important to dissect two types of norms: descriptive and injunctive norms. Descriptive norms convey what is normative or typical by showing what others are actually doing, regardless of whether or not it is socially acceptable. Injunctive norms convey what is generally socially approved of or accepted. These two types of norms are not always aligned, however when campaigns successfully bring these two norms in alignment it can create behavior change.


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In our campaign, carrying the canisters on the dog’s leash was seen as the descriptive norm. Other dog owners in the community were seeing what was happening (canisters on leashes) around them. Spreading the campaign message was the injunctive norm, being that local dog owners were stamping their approval on the desired behavior and encouraging their community to do the same. Findings that over half (53%) of those surveyed had shared the campaign with someone they know demonstrated the campaign’s success in forming a social norm within this community. We also posted photos of dogs with our program canister on our Facebook page and rewarded dog owners who engaged in the correct behavior. An Impactful Pledge We conducted a comparison to see whether or not respondents’ intention to refill their canisters was related to taking the campaign’s optional pledge. Results showed the significance of making a pledge – about 92% of respondents who took the pledge reported intentions to refill their doggie waste bag canisters compared to 69% who did not take the pledge. In other words, 23% more people who took a pledge reported intentions to refill their canisters than those who did not take a pledge, suggesting a positive association between taking the pledge and refilling the canister.

Reported intentions to refill the doggie waste bag canister

Took the pledge

Yes # (%)

No # (%)

Total # (%)

Yes 124 (92%) 11 (8%) 135 (71%)

No 38 (69%) 17 (31%) 55 (29%)

Dog Park Outreach

SGA’s efficient management of the pet waste campaign’s budget enabled additional

dog park outreach not included in the original scope in order to reach new dog

owners who had not participated in the campaign or attended local pet events. SGA

visited 3 dog parks including, Baldy View Dog Park in Upland, Etiwanda Creek

Community Dog Park in Rancho Cucamonga, and Cypress Trails Park in Chino.

During the dog park outreach, SGA distributed waste bag canisters to SBC dog

owners who took optional pledges to “always put pet waste bag dispensers on their

dog’s leash and refill them whenever they can,” and provided an email address if

they were interested in participating in upcoming campaigns sponsored by the

Program.


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SGA distributed 104 doggie waste bag canisters to SBC dog owners and collected 99

pledges.

14.1 Goals

Distribute 400 canisters (18% increase from FY 2012-2013);

Demonstrate 500 shares of the campaign;

Collect pledges from campaign participants; and

Attain 57% correct usage rate for canisters (5 percentage point increase from FY

2012-2013).

14.2 Results

Distributed 886 pet waste canisters to dog owners (exceeded goal by 122%);

Generated 605 shares of the campaign (exceeded goal by 21%)

Collected 770 pledges from campaign participants (441 online and 329 at

events);

Sent 22 eBlasts to prompt campaign participants to use the canisters correctly; o Obtained 48.7% combined open rate*, significantly higher compared with

the industry average open rate of 24%;

Sent 8 eBlasts to remind campaign participants to refill their canisters and to share the promotion with their San Bernardino County family and friends:

o Obtained 41.7% combined open rate;

Sent 8 survey eBlast to campaign participants; o Obtained 60.6% open rate; o Obtained 46.2% click rate;

Promoted pet waste campaign on program’s website and Facebook page;

Promoted the pet waste campaign in local Newsletters and billing inserts;

Collected 190 survey responses;

Attained 83% correct usage rate for canisters (a 31 percentage point jump from

previous year);

Of those surveyed, 92% said they planned on refilling their pet waste bag

canisters once all the pet waste bags are used;

Completed 2013-2014 Pet Waste Campaign evaluation report;

Conducted dog park outreach at 3 local dog parks;

Distributed 104 pet waste canisters to local dog owners during dog park

outreach; and

Collected 99 pledges from local dog owners during dog park outreach.

*Note we have used a combined open rate vs. an average open rate as these eBlasts

were sent to different sets of people (combined open rate = total opened

emails/total emails sent).


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15. WEBSITE UPGRADE

In order to keep up with current website standards, SGA converted the HTML-based website into a website that runs on WordPress, the most commonly used and user-friendly content management system. This avoids manual updating and allows quick edits to happen through any web browser. The Program also updated the design of the existing website when converting to a new platform by repurposing the original design but updating it for a fresher and modern look. We also made the site more accessible and easy to navigate with buttons and callouts to prompt visitors to opt into our residential campaigns and increase participation.

15.1 Goals

Convert existing SBCSW site onto a WordPress Content Management System platform to make updates and maintenance more efficient and simpler.

15.2 Results

Converted HTML website to WordPress Content Management System;

Migrated and formatted 31 pages on WordPress Content Management System;

16. RESIDENTIAL CAMPAIGN – COOKING OIL

The SBC Stormwater phone survey conducted in FY13-14 showed that only 11.5% of people surveyed were properly recycling their used cooking oil at a HHW facility and 55.7% of them were disposing of it improperly (the other 32.8% of people surveyed did not handle cooking oil or have any leftovers). These findings, in combination with the findings from a literature review of other case studies elsewhere, showed that many people are simply unaware of the options available to them to properly dispose of their used cooking oil. To address this gap in awareness, SGA conducted a County-wide outreach campaign to raise awareness about cooking oil recycling and increase the amount of used cooking oil being recycled at HHW centers. The goals were to demonstrate that more gallons of cooking oil were recycled after outreach than before outreach and to demonstrate that centers with area-specific outreach received 20% more cooking oil visits than centers that did not receive area-specific outreach. The campaign tactics were designed to raise awareness about cooking oil recycling, and to lower the barriers such as lack of knowledge on how and where to recycle properly and make the steps as easy as possible. Some tactics targeted residents with an interest in environmental programs (i.e. current San Bernardino County Stormwater Program’s Facebook fans) or those who


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are already taking their household hazardous waste to collection centers. Other tactics targeted all County residents while area-specific tactics targeted only Rancho Cucamonga residents.

Data Tracking We periodically added new emails collected through HHW log sheets to the mailing list. County Fire and the Cities generously agreed to adjust the HHW log sheets and also distribute and send us filled out pink log sheets -- that was for those bringing in cooking oil to collect critical information such as email, source of referral -- and sent them to SGA on a weekly basis. This campaign’s data collection would not have been possible without the tireless efforts of Public Education Subcommittee co-chairs Linda Ceballos and Andrea Saavedra as well as other dedicated committee members including Kim Cameron from Fontana.

Outreach to already engaged audiences Facebook Facebook promotion included Facebook posts and ads, targeting current fans and San Bernardino County residents. We implemented Facebook ads and promoted posts between November and January and obtained a total of 830 clicks to this page on our website: http://sbcountystormwater.org/residents/household-hazardous-waste-disposal/cooking-oil-recycling/. The campaign reached 56,547 people through Facebook ads while the posts obtained 40,321 views and 124 interactions. eBlasts Between November 2013 and May 2014, we sent four eBlasts to the program’s mailing list of 1,443. In addition to the existing mailing list, we added another 1,774 emails collected from cooking oil and HHW log sheets throughout the duration of the campaign. The average open and click rates for all four e-Blasts combined were 23.18% and 7.6%, respectively. We tested several different subject lines. The one that garnered the highest open rate was: Spring Has Sprung - Time to Recycle Your Cooking Oil with an open rate of 27%. The eBlast linked to the program’s cooking oil campaign page. Area-specific Outreach The campaign used targeted online ads as well as in-store outreach and tablings to reach Rancho Cucamonga Residents. In addition, Rancho Cucamonga residents were also exposed to the countywide campaign. To measure the impact of area specific outreach, we used Fontana as the control and did not conduct area-specific outreach there. Google ads We used Google ads to geo-target Rancho Cucamonga Residents. The ads obtained 158 clicks and 148,462 impressions.




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In-Stores promotion and store tablings SGA partnered with five grocery stores in Rancho Cucamonga to conduct in-store outreach. Alberston’s, Ralphs and Food4Less stores placed tear-sheets near cooking oil shelves to remind customers to recycle their used cooking oil. In addition, SGA also conducted three tablings at two Ralphs and one Food4Less stores. At the tablings, we engaged residents about recycling their cooking oil, distributed 470 tear-sheets and collected 34 surveys. Key findings from the surveys included:

79% said they would take cooking oil to the collection center in the future

21 people or 62% pledged to recycle their cooking oil

11 people or 32% knew that cooking oil was recyclable

32 or nearly 50% never take their HHW to the collection center

4 said they take their HHW to a center less than once a year, 5 said they take it once a year, 7 said they take it several times a year and 3 didn’t know there was a collection center in their city.

Between November 2013 and May 2014, Rancho Cucamonga had 131 cooking oil visits or 62% more than Fontana that had 81 visits, exceeding our campaign goal for area-specific outreach of 20%. Countywide Outreach The cities and the County partnered with five water agencies to cross promote the Cooking Oil campaign through their existing channels and including Inland Empire Utilities Agency, San Bernardino Municipal Water District, East Valley Water District, City of San Bernardino Water Department and Cucamonga Valley Water District. In addition, the campaign was also promoted through the following channels:

o Channel 3 in Ontario; o RCTV; o Rancho Cucamonga Burrtec Newsletter; o City of Highland Weekly Report; o City of Highland Library; o Burrtec Fontana Newsletter; o Highland Re-Pete Newsletter; o San Bernardino water bill; and o Rancho Cucamonga Grapevine magazine.

The City of Montclair provided campaign post cards that were distributed to cities that wanted to distribute them at public counters and community events. Cooking Oil Visits Tracking SGA tracked log sheets data between November 2013 and May 2014 corresponding to the duration of the campaign. During that time period there were 708 cooking oil visits. Of 348 residents who filled out the cooking oil log sheet, 147 or 42% were first time visitors. The cities with the highest number of cooking oil visits were: Rancho


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Cucamonga (131), San Bernardino (98), Barstow (98), Fontana (81) and Upland (62). Below is a breakdown of cooking oil visits by city:

Collection Center # of cooking oil visits

Rancho Cucamonga 131 San Bernardino 98

Barstow 98

Fontana 81

Upland 62

Ontario 54

Victorville 48

Rialto 46

chino 34

Hesperia 28

Big Bear 14

Redlands 12

Trona 1

Joshua Tree 1

Total 708

Cooking Oil Volume Collected Between November 2013 and May 2014, the County collected 1,965 gallons of cooking oil, finishing virtually unchanged compared with the average volume collected in years 2011/2012 and 2012/2013 of 1,997 gallons, slipping by just under 2%. Promotion Channels The cooking oil log sheets asked customers how they found out about the cooking oil recycling campaign. The majority of visitors who brought in cooking oil found out about cooking oil campaign from billing inserts (99), followed by “word of mouth” (71), “at the HHW center” (26), “the city or city website” (7), “online ad” (8) and “events” (8). Only one person reported learning about cooking oil recycling from Facebook despite the campaign’s high reach metrics through Facebook. Word of mouth was the second most common source of referral. Online Survey To assess the awareness of cooking oil recycling, effectiveness of promotional tactics and materials, and intentions to take used oil to a collection center, we conducted an online survey in May 2014. The survey was sent to San Bernardino County’s Cooking Oil mailing list consisting of all current subscribers and the email addresses collected through HHW centers between November 2013 and April 2014. We named the survey Household Waste Disposal Survey to prevent biasing the


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respondents and the respondents were entered into a raffle to win a $50 Amazon gift card as an incentive to take the survey. We sent the survey to 2,358 contacts and 301 completed the survey. Main survey findings include:

75.4% (227) of respondents correctly identified used cooking oil as a waste that can be recycled at HHW Collection Centers.

Of those who were aware of recycling, 22% were currently collecting used cooking oil and taking it to the collection center as a method of disposal. 23.8% are collecting it at home and reusing it for cooking, and the highest number, 40.5%, are disposing of it in trash.

12.29% of the respondents reported taking their cooking oil to the recycling center in the past six months.

70 respondents or 23% reported seeing the campaign flyer. There was a significant correlation between those who recalled the flyer and awareness of cooking oil recycling. Among those who reported being aware of cooking oil recycling, 27.75% reported seeing the flyer compared to only 8.11% of those who were not aware of cooking oil recycling. This suggests a correlation between seeing the materials and awareness.

There was a correlation between seeing the flyer and real action -- actually recycling cooking oil. Of those who saw the flyer 26.9% have recycled their oil in the last 6 months while only 8.2% of people who didn’t see the flyer recycled.

The majority found out about the cooking oil recycling through the Billing insert/Newsletter (89), followed by word of mouth (52), email (37) and at the collection center (37). This confirms our finding from other sources that the billing insert is one of the most effective ways to reach residents.

16.1 Goals

Increase the amount of used cooking oil being recycled at HHW Centers Countywide; and

Show a 20% increase in cooking oil visits at centers with area-specific outreach

relative to centers that are not receiving area-specific outreach.

16.2 Results

The change in volume of cooking oil collected by County Fire was nearly flat at 1,965 gallons, slipping just under 2%, or 32 gallons, during the campaign period compared to the average volume in the same time period for the past two years.

Rancho Cucamonga, which received area-specific outreach, received 62% more cooking oil visits than Fontana, the control city, exceeding the campaign goal by 42 percentage points;

https://ui.constantcontact.com/rnavmap/distui/contacts/email#reports/a02dc69d-085c-45e2-87bf-21a40e7238d1/sent


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Between November 2013 and May 2014, there were 708 cooking oil visits. Of the 348 residents who filled out the cooking oil log sheet, 147 or 42% were first time visitors. No baseline data exists for this metric as this was the inaugural year for this campaign cooking oil visits data was not available.

Between November 2013 and May 2014, we sent four eBlasts to the program’s mailing list of 1,443. In addition to the existing mailing list, we added an additional 1,774 emails collected from cooking oil and HHW log sheets throughout the duration of the campaign. The average open and click rates for all four e-blasts combined were 23.18% and 7.6%, respectively;

Developed campaign flyers and store tearsheets;

Partnered with 5 grocery stores in San Bernardino County;

Conducted three tablings at one Food4Less and two Ralphs stores. We distributed flyers and conducted 34 intercept surveys. Main findings include:

o 79% said they would take cooking oil to the collection center in the future

o 21 people or 62% pledged to recycle their cooking oil o 11 people or 32% knew that cooking oil was recyclable o 4 said they take their HHW to a center less than once a year, 5 said

they take it once a year, 7 said they take it several times a year and 3 didn’t know there was a collection center in their city; and

Collected 1,911 email addresses through log sheets tracking.

17. SCHOOL EDUCATION

Between August 2013 and June 2014 IERCD conducted 43 stormwater pollution prevention school assemblies across the County and reached 1,290 students.


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18. APPENDIX

WEBSITE

New Banners


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Rotated Banners


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FACEBOOK


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Facebook post example


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Facebook HHW contest


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Facebook pet waste post example


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Facebook cooking oil post example


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Facebook ad examples


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BMP MATERIALS

Commercial Landscaping Handout


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HOA OUTREACH

HOA eBlast Sent 8/27

Subject line: Let Us Help You Learn About Stormwater Permit Requirements


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HOA eBlast Sent 9/17

Subject Line: Comply with Stormwater Permit Requirements TODAY


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HOA eBlast Sent 4/3

Subject Line: Love 'em hate 'em. Your local permit requirements are here.


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RESIDENTIAL CAMPAIGN - HHW

Flyer


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Tearsheets


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HHW Survey

1. In what city do you reside:

Big Bear Fontana Montclair Rialto

Chino Grand Terrace Ontario San Bernardino

Chino Hills Highland Rancho Cucamonga Upland

Colton Loma Linda Redlands Yucaipa

Other

2. Do you know what Household Hazardous Waste is?

YES

NO

2a: If yes, ask the respondent to name 3 types of HHW. If hazardous waste

is correctly identified, check the box: YES

3. What is the proper way to dispose of household hazardous waste?

a. Throw it in the trash

b. Pour it down the storm drain

c. Store it at home and take it to a collection center

d. Take it to a store

e. Other: ________

4. [if they answered c in #2] How often do you take your hazardous waste

(for example batteries, leftover paint, pesticides, cooking oil…) to your city’s HHW collection center?

Once a year

Less than once a year

Several times a year

Never

I didn’t know that there was a collection center in my city

Don’t Know/ Not Sure

5. Next time you have HHW that you need to dispose of, how likely are you

to take it to a collection center?

Very Unlikely

Unlikely

Somewhat Unlikely

Neither Unlikely nor Likely

Somewhat Likely


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Likely

Very Likely

Please provide your email address if you would like to be entered into a raffle to win a $25 Amazon Gift card. Email address:

HHW eBlast Example


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HHW Radio Banner


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Rancho Cucamonga Burrtec Newsletter

RESIDENTIAL CAMPAIGN - PET WASTE

Doggie Waste Bag Canister


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Event Sign-up Sheet and Optional Pledge


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Online Request Form


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Campaign Messaging on Facebook


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Campaign promotion on Facebook


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Campaign shares on Facebook

Community Events


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Campaign Postcard


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eBlasts Thank You eBlast


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Reminder eBlast


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Website


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Promotional City Newsletters and Billing Inserts Samples

Fontana Newsletter December 2013

November Newsletter Rancho Cucamonga 2013


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Highland Newsletter November – December 2013


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Pet Waste Survey eBlast


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Pet Waste Survey Questionnaire

San Bernardino County Pet Survey Thank you for agreeing to take our survey! For completing the survey, you will automatically be entered for a chance to win a $50 PetSmart gift card. Please respond to a few questions about you and your dog, and about our program. There are no right or wrong answers, and your responses do not affect your odds of winning the raffle, so please respond candidly. This will take no longer than 1 minute. 1. What City do you currently live in? 2. Did you receive the SBC Stormwater Doggie Waste Bag Container? · Yes · No (go to question 8) 3. When did you receive the SBC Stormwater Doggie Waste Bag Container? · October 2013 · November 2013 · December 2013 · January 2014 · February 2014 · March 2014 · April 2014 · I don’t remember 4. What did you do with the SBC Stormwater Doggie Waste Bag Container? · It is somewhere in my house · Attached it to my dog’s leash · Attached it to my dog’s leash but I removed it or it fell off · I lost it · I don’t remember 5. What have you done with the container after all the doggie waste bags were used? · I have refilled container with bags every time they’ve run out · I have refilled container with bags most of the time · I have refilled container with bags a few times · I have not refilled container with bags yet, but plan on it · I have not refilled container with bags yet, and do not plan on it 6. What do you plan to do with the container after all the doggie waste bags are used? · I plan on refilling the container · I do not plan on refilling the container with bags · I plan on using another method to pick up after my dog 7. Does the SBC Stormwater Doggie Waste Bag Container currently have bags in it? · Yes · No · I don’t know 8. Did you share the SBC Stormwater Doggie Waste Bag Container promotion with someone you know? · Yes (go to question 9) · No (go to question 10) 9. What methods did you use to share the SBC Stormwater Doggie Waste Bag Container promotion with others you know? (Select all that apply) · Shared campaign on Facebook · Talked about it with somebody I know · Emailed link to somebody I know · Mailed a postcard to somebody I know · Gave a postcard to somebody I know


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· Shared a link on Twitter · Other:__________________ 10. Did someone you know share the SBC Stormwater Doggie Waste Bag Container promotion with you? · Yes (go to question 11) · No (go to question 12) 11. How did you hear about the SBC Stormwater Doggie Waste Bag Container promotion? · Someone I know posted it on Facebook · Someone I know told me about it · Someone I know emailed me the link · Someone I know mailed me a postcard · Someone I know handed me a postcard · Someone I know shared a link on Twitter · Other: __________________ 12. Have you seen the San Bernardino County Stormwater Program’s Facebook page? · Yes (go on to Question 13) · No (go to Question 14) · I don’t use Facebook (go to Question 14) 13. Are you a “fan” or did you “like” San Bernardino Stormwater Program’s page on Facebook? · Yes · No 14. Did you take the “pledge to always put waste bag containers on your dog’s leash and refill them whenever you can”? · Yes · No · I don’t remember

15. Email Address (This email will be used for the raffle and we will notify you by email on XXX if you are the randomly selected winner of a $50 gift card to PetSmart). Thank you for doing your part in helping to keep our community clean!


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Summary of Findings Q1. What city do you currently live in?

Q2. Did you receive the SBC Stormwater Doggie Waste Bag Canister?

N = 190

N = 190


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Q3. When did you receive the SBC Stormwater Doggie Waste Bag Container?

Q4. What did you do with the SBC Stormwater Doggie Waste Bag Container?

N = 176


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Q5. What have you done with the container after all the doggie waste bags were used?


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Q6. What do you plan to do with the container after all the doggie waste bags are used?

Q7. Does the SBC Stormwater Doggie Waste Bag Container currently have bags in it?

N = 176


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Q8. Did you share the SBC Stormwater Doggie Waste Bag Container promotion with someone you know?

N = 186


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Q9. What methods did you use to share the SBC Stormwater Doggie Waste Bag Container promotion with others you know?

Q10. Did someone you know share the SBC Stormwater Doggie Waste Bag Container promotion with you?

N = 99

N = 186

Respondents were asked to check all responses that apply.

Therefore, percentages do not equal 100%.


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Q11. How did you hear about the SBC Stormwater Doggie Waste Bag Container promotion?

Q12. Have you seen the San Bernardino County Stormwater Program’s Facebook page?

N = 34

Respondents were asked to check all responses that apply.

Therefore, percentages do not equal 100%.


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Q13. Are you a “fan” or did you “like” San Bernardino Stormwater Program’s page on Facebook?

Q14. Did you take the “pledge to always put waste bag containers on your dog’s leash and refill them whenever you can”?

N = 33

N = 185


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WEBSITE UPGRADE

Website converted to WordPress CMS with new look


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RESIDENTIAL CAMPAIGN – COOKING OIL

Flyer


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Tearsheet


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Facebook ad example

SBCSW Facebook used cooking oil ads that linked to http://sbcountystormwater.org/residents/household-hazardous-waste-disposal/cooking-oil-recycling/.




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Facebook post example


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Google Ads


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Cooking Oil eBlast example


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Cooking Oil Survey Questionnaire

1. To your knowledge, which of the following household waste items do Household

Hazardous Waste Collection Centers accept? Please select all that apply

Used/leftover cooking/frying oil

Used motor oil

Used batteries

Used furniture

Used car parts

Household cleaning products

Used clothing

2. If used cooking oil is checked: How did you find out about cooking oil recycling?

Billing Insert/Newsletter Email Word of Mouth Online Ad At the Collection

Center At an event Facebook sbcountystormwater.org Grocery store TV Ad

Other:____________

[insert page break]

3. What do you usually do with your leftover cooking/frying oil?

a. Dispose of it in the trash

b. Dispose of it in the sink

c. Pour it outside on the ground

d. Collect it at home and re-use it for cooking

e. Collect it at home and take it to a collection center

f. Collect it at home and take it to a restaurant

g. Other: ________

[insert page break]

4. Have you taken your leftover/used cooking oil to a Collection Center in the last 6

months?

Yes/No

[insert page break]


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5. Next time you have leftover cooking oil, how likely are you to take it to a collection

center?

Very Unlikely

Unlikely

Somewhat Unlikely

Neither Unlikely nor Likely

Somewhat Likely

Likely

Very Likely

[insert page break]

6. Have you seen this flyer? (insert flyer)

7. In which city do you live?

Big Bear Fontana Montclair Rialto

Chino Grand Terrace Ontario San Bernardino

Chino Hills Highland Rancho Cucamonga Upland

Colton Loma Linda Redlands Yucaipa

Other

8. Please enter your email address if you would like to be entered into a raffle to win a

$50 Amazon Gift card. The winner will be notified by email by June 15.


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Cooking Oil Survey Results

Awareness 75.4% (227) of respondents correctly identified used cooking oil as a waste that can be recycled at HHW Collection Centers.

Of those who were aware of recycling, 22% were currently collecting used cooking oil and taking it to the collection center as a method of disposal. 23.8% are collecting it at home and reusing it for cooking, and the highest number, 40.5% is disposing of it in trash. This indicates that even though they are aware or recycling, the majority of respondents are still not disposing of it correctly.


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In the last six months 12.29% of respondents recycled their cooking oil

Effectiveness of the promo tactics The main campaign material was the flyer that was distributed at HHW collection center, at tablings, through billing inserts and newsletters, on television, and posted on Facebook and on sbcountystormwater.org. The survey found that 70 respondents or 23% reported seeing the campaign flyer. There was a significant correlation between those who recalled the flyer and awareness of recycling. Among those who reported being aware of the cooking oil recycling, 27.75% reported seeing the flyer compared to only 8.11% of those who were not aware of cooking oil recycling. This suggests a correlation between seeing the materials and awareness.


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In addition, we also found that there was a correlation between seeing the flyer and recycling cooking oil. 26.9% of those who saw the flyer have recycled their oil in the last 6 months while only 8.17% of people who didn’t see the flyer recycled.


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When asked how they found out about the cooking oil recycling, the majority indicated Billing insert/Newsletter (89), followed by word of mouth (52), email (37) and at the collection center (37). This confirms our assumption that the billing insert continues to beone of the most effective ways to reach residents. Word of mouth had been identified as one of the main sources of receiving information about HHW waste, which was confirmed through this survey.

Based on the information available, we can’t say with certainty if those who recycled their cooking oil in the last six months saw the flyers at the collection center or if they took the oil to the collection center because they saw the flyers. Among those who recycled their oil in the last six months, 4.3% found out about recycling from Billing Insert/Newsletter, 3.9% found out about it at the collection center, 2.2% found out about it by word of mouth and 1.4% learned about recycling through sbcountystormwater.org. Intentions When looking at intentions to take cooking oil to the recycling center, 25.45% of those who were aware of recycling indicated they would be “very likely” to do it, compared to 14.08% of those who were unaware. The overall percentages of those who are either likely or very likely to take their oil to the HHW center is 44.2% among those who were aware compared to 38.02% of those who weren’t. Interestingly, awareness


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didn’t seem to play a role among those who are very unlikely to take their oil to the cooking center: 16.52% of those who were aware compared to 18.31% of those who were unaware.


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Cooking Oil Campaign Promotion

Rancho Cucamonga Burrtec Newsletter


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Highland Weekly Report


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Fontana Burrtec Newsletter


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Highland Weekly News

Rancho Cucamonga Grapevine Magazine


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Highland Re-Pete Newsletter

San Bernardino Water Bill


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IEUA Facebook Promotion (cross promotion with partners)

Press Release

PRESS RELEASE

County Stormwater Program Urges Residents to Recycle Cooking Oil San Bernardino, February xx, 2014 – Did you fry these past holidays or you planning on frying for a Super Bowl party? San Bernardino County’s Stormwater Program is urging residents to recycle leftover cooking oil at one of eight Household Hazardous Waste collection facilities throughout the county as part of a recently launched Cooking Oil Recycling Campaign. “Pouring cooking oil down the drain can cause clogged pipes and other sewer problems that can be costly to repair. Recycling cooking oil is not only good for the environment, but can also prevent the hassle of dealing with sewer issues and save you money,” said xx, your name or your agency’s PIO here to tailor the content to your city]


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Most cities in the county have been implementing Fats, Oils and Grease programs targeting restaurants for many years. However, this is the very first cooking oil recycling program that the program has launched that is targeted toward residents exclusively. Research has shown that many county residents weren’t aware that cooking oil can be recycled at designated collection facilities. The stormwater program has partnered with water districts, supermarkets and County Fire to promote the campaign, train collection center staff and collect cooking oil volume recycled. San Bernardino County residents who want to recycle their cooking oil should first remove all food particles and store the oil in a jar or a container with a tight fitting lid to prevent it from spilling. They can then take their used cooking oil to any of the county’s eight collection centers listed below:

Big Bear Lake – City Public Service Yard, 42040 Garstin Drive, Big Bear Lake, CA 92315. Open every 2nd and 4th Saturday of the month, 9 a.m. – 12 p.m.

Chino City - Public Works Services Center, 5050 Schaefer Ave, Chino, CA 91710. Open 2nd & 4th Saturdays of each month, 8 a.m. - 1 p.m.

City of Ontario - Household Hazardous Waste Facility, 1430 S Cucamonga Avenue, Ontario, CA 91761. Open Fridays and Saturdays, 9 a.m. - 2 p.m.

Fontana (For City of Fontana residents only) - 16454 Orange Way, Fontana, CA 92335. Open Saturdays, 8 a.m. - 12 p.m.

Rancho Cucamonga – 8794 Lion Street (Located off 9th Street, between Vineyard & Hellman), Rancho Cucamonga, CA 91730. Open Saturdays only, 8 a.m. – 12 p.m.

Redlands – Redlands City Yard, 500 Kansas Street, Redlands, CA 92373. Open Saturdays, 9:30 a.m. -12:30 p.m.

Rialto – City Maintenance HHW Facility, 8794 Lion Street, Rancho Cucamonga, CA 91730. Open Saturdays, 8 a.m. – 12 p.m.

San Bernardino - San Bernardino International Airport, 2824 East “W” Street, Building 302, San Bernardino, CA 92415. Open Monday – Friday, 9 a.m. - 4 p.m.

Upland – Upland City Yard, 1370 N. Benson Avenue, Upland, CA 91786. Open Saturdays, 9 a.m. - 2 p.m.


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Recycled cooking oil is used to produce alternative fuels, such as biodiesel, and in production of animal food.

The campaign is part of the San Bernardino County Stormwater Program, a public education program working to educate residents and businesses about stormwater pollution prevention in San Bernardino County. To learn more about the campaign visit http://sbcountystormwater.org/cookingoil. Contact: Vedrana Trbusic, S. Groner Associates, Inc [email protected] 562 597-0205.

In-Store Promotion - Albertsons

http://sbcountystormwater.org/cookingoil

mailto:[email protected]


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Store Tablings


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Tearsheet placement in stores

Albertson’s


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Food 4 Less

SCHOOL EDUCATION

Stormwater Pollution (August 2013-June 2014)

City Number of programs Number of students (x 30)

San Bernardino 20 600

Fontana 1 30

Redlands 8 240

Bloomington 4 120

Highland 4 120

Colton 6 180

TOTAL 43 1290


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annual report 2013-2014 report... · san bernardino county stormwater public education program...

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