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California Integrated Waste Management Board

Recycled-Content Materials Marketing Program Update

May 16, 2006

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Activities to Date…Research

• Research Methodologies– Participation in League’s Annual Conference– One-on-one interviews– 287 person Internet survey

• Results– 104 League Conference interviews completed– One-on-ones completed– Internet survey completed

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Research Objectives

• Product Categories:– Rubberized Asphalt Concrete– Recycled Aggregate – Tire Derived Aggregate – Organic Materials

• Key Metrics:– Awareness– Usage– Reasons for product selection and deselection– Factors that would encourage use:

• Product attributes• Communication preferences

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Key Insights

• Respondents are generally familiar with CIWMB’s programs.

• The four product categories addressed by this research comprise less than half of the total recycled-content materials cited.

• Environmental benefits are the main reason cited for using products, however, they are one of the least important factors in product selection.

• Performance, cost, durability, safety and maintenance are all more important product attributes.

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Key Insights

• Respondents are positive toward all of the products.

• Organics are the most widely used and known.

• RAC and recycled aggregate - seen favorably, but room for further education.

• Most are not familiar with Tire Derived Aggregate.

• Attribute most associated with each product is environmental benefits.

• Cost, the most important attribute, rates lowest for every product.

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Key Insights

• There is a desire for more information and education about these products.

• Key messages should address cost savings.

• Email and direct mail are the preferred modes of communication.

• Communication efforts must be either very well targeted or very broad.

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Preferred Creative Concept

Which of the following communications concepts do you prefer? (Q.75)

Concept 2

Concept 1

0 20 40 60 80 100

10

27

90

73

Online Survey

Conference Survey

%

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Creative…Activities to Date

• Results– First print ad developed for placement

• Western City – July Issue• California Parks & Recreation – June Issue• APWA Reporter – June Issue• ENR – May 22 Issue• California Construction – June Issue• California Builder – July/August Issue

– First draft of marketing materials approved

• Next Steps– Finalize marketing materials (2nd ad & leave-behind)– Production of marketing materials and video– Develop micro-site for launch in July – Direct mail creation and distribution

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Print Ad

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Meetings with Key Decision Makers

• Target Jurisdictions– Pilot program in 5 markets

• Preparation Meeting– CIWMB team meeting to review:

• Key messages/talking points• Key outcomes for meeting• Schedule for June and July

• Meeting Schedule– Calendar created– Meetings currently being scheduled– Updated calendar to Board every Monday – starting with 1st

meeting

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Target Jurisdictions

Region Jurisdiction Name Recycled Material

Bay Area City of Vallejo Organics, Recycled AggregateLos Angeles City of Torrance RAC, TDA, Organics, AggregateCentral Valley County of Madera Organics, Recycled

AggregateSouthern California City of Santee RAC, TDA, Recycled Aggregate

Northern California City of Davis RAC, TDA

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Other Key Activities

• Meetings with Program Managers/Content Experts– Met with all program managers– Meeting with key content experts / Attending tours

• MACTEC – Andrew Brigg and Gary Hicks• Dana Humphrey• Dan Noble and Paul Ryan• RAC & Roll tour• Organics & Mulch facility tour, etc.

• Media Relations– Media database created– Media audit occurring– Media editorial calendar/pitching – starts in June– Western City Magazine article submitted – for July Issue

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Other Key Activities

• Conferences and Summits– List of events created and submitted– Recommending 1 to 2 per month as appropriate

• Paid Advertising– Plan and buys placed – July/August pubs include: APWA, California Builder, California

Construction, California County, ENR, State Legislature, Parks & Recreation and Western City

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Measuring Results

• Outcome of meetings with decision-makers• Project inventory report• Informational material assessment• Media content analysis• Web site hits