 Project
Description
Ventura County used their Reuse Assistance Grant funds to implement a
high-profile multimedia campaign promoting the use of the ReStore that included:
- Newspaper advertisements.
- A direct mail package.
- Information displays at key point-of-purchase/permit counters.
- Phone book advertisements.
- A billboard.
- One-on-one contact with contractors pulling building permits.
- Regular reminders through the
VCMAX publication and Web site (www.vcmax.org/).
The steps required to accomplish their project are as follows:
Task 15: Assist in ReStore Computer Program Develo pment for Tracking
Jurisdiction of Origin of Donated Materials and Material Type.
A comprehensive Access database was developed which tracks the name and
address of donors, how they learned about the ReStore, what they donated, and
the weights of those items. The County donated a computer and printer, installed
it at the ReStore, and trained staff to use it. The scale was also purchased and
installed and is used for all donations. They are planning the installation of a
better ramp at the loading dock so that all donations can be received at the
dock where the scale is located. Task 15 is 100 percent complete.
 Task 16:
Purchase Display Ads.
Seven ads were purchased and ran in three local newspapers. The total budget
for the ads was reduced, with approval, in order to accommodate the purchase of
the warehouse scale above ($2,205.90). Task 16 is 100 percent complete.
Ta sk 17: Print Reuse/Recycling Information Cards, ReStore Business Cards,
and Direct Mail Envelopes.
Task 17 was completed June 1, 2001.
Task 18: Prepare Articles for VCMAX and Trade Journals.
VCMAX runs articles including coupons in every issue for the ReStore. An
article was also run in the County Contractor Association's newsletter. Task 18 is 100 percent complete.
Task 19: Purchase Display Stands.
The brochure was developed in November 2001 and the display stands purchased
and dispensed for display. Task 19 is 100 percent complete.
Task 20: California Conservation Corps Wo r k  .
The CCC began work on January 22, 2001 (see previous report). Two CCC staff
members worked six hours each, two days per week. The CCC members accompanied a
driver to assist with loading and unloading of deliveries and other in-store
tasks as needed. With the success of the promotional campaign, having the CCC
members' assistance was crucial. The ReStore had to rely on volunteers to
drive the collection truck, as driving is not part of the County's contract with
the CCC, and getting enough volunteer drivers has been challenging for the
ReStore. Task 20 is 100 percent complete.
Task 21: Form to Track Collections, How Donors Heard About ReStore, and
Data Entry of Donation Material Type, Weight, and Originating Jurisdiction.
A new donation receipt was designed and produced by the SWMD (an in-kind
contribution) in order to gather more information, such as how donors heard
about the ReStore and which loads were picked up by the California Conservation
Corps. ReStore staff have made an effort to get these receipts completed by all
donors, even those who do not want the tax deduction. The database and scale are
being used as described in Task 15. Task 21 is 100 percent complete.
 Task 22: Response to Campaign Generated Calls.
Campaign-generated calls are primarily received at the ReStore. Based on
the calls, ReStore staff has given feedback to SWMD staff to help improve the
campaign message. For example, use of the phrase "lower trash bills"
in an ad turned out to be very misleading. The intention was to convey that by
donating more and throwing away less, trash bills could be reduced. The intended
audience was potential donors such as contractors and builders. However, the
other audience, shoppers, also read the ads, and they interpreted the phrase
"lower trash bills" to mean they could bring stockpiled trash to the
ReStore. Task 22 is 100 percent complete.
Tasks 23 and 24: Stuff Business Card Files and Direct Mail Envelopes.
The ReStore made arrangements with a senior volunteer organization to assist
with the stuffing of the business card files and envelopes. Tasks 23 and 24 were completed June 5-7, 2001.
Task 25: Mail Direct Mail Package.
Task 25 was completed June 8, 2001.
Task 26: Distribute Reuse/Recycling Information Cards and Stands to
Countertops.
Task 26 was completed November 2001.
Task 27: Schedule and Give Presentations to Contractors' Groups and Other
Trade Associations.
The SWMD sponsored production of ReStore promotional flyers for distribution
at a local home and garden show and the Ventura Contractors' Association Expo.
ReStore volunteers also called and sent letters to local hardware stores,
lumber stores, paint stores, and general merchandise superstores (e.g.,
Wal-Mart, Target, etc.) to solicit damaged, obsolete, or slightly used items,
and excess inventory. Task 27 is 100 percent complete.
Task 28: Begin Calls to Contractors Pulling
Permits for One-on-One
Education.
Follow-up calls were made to contractors three weeks after the direct mail
piece was mailed. Most contractors have defined product use in their contracts
and seem more than willing to donate any demolition materials to the ReStore. Task 28 is 100 percent complete.
Tasks 29-31: Analyze Effect of Promotional Campaign on Donation/Sales &
Cost/Benefit of Staff.
The visual advertising such as Display Ads, VC Max, and Info./Business Card
Files provided more business to the ReStore than the campaign calls,
presentations, and calls to contractors. The ReStore will continue advertising
with the flyers that were designed and will continue refilling the displays.
As a direct result of their promotional campaign, the ReStore experienced a significant increase in donations as well as sales, and as a result, the ReStore
hired two paid positions—temporary driver and receiving clerk. Due to the decline in the economy, the ReStore may have to rely more on
volunteers. Tasks 29-31 are 100 percent complete.
Task 32: Submit Reports to CIWMB.
Task 32 is 100 percent complete.
*Permission was obtained from grant recipient to publish project profile.
Back to Top | FY 1999/2000 Grant Recipients
| Reuse Home
|
