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 1: Secure Contract with California Conservation Corps (CCC). (12/1/00 to 1/16/01)
Task 2: Coordinate Photo Shoots for Reuse/Recycling Information Card,
Ads, and Billboards. (12/4/00 to 1/8/01)
Ventura County received helpful assistance from a Habitat for Humanity volunteer
with the art direction during the photo shoot.
Task 3: Compile Lists of People Pulling Permits Within Last Year from
Building Departments of 11 Jurisdictions, Develop Database for Direct Mail
Piece. (12/6/00 to 3/5/01)
Ventura County discovered after trying to obtain lists from local jurisdictions that
acquiring usable and compatible data was too challenging. Instead Ventura County purchased a
list of all licensed contractors in Ventura County from the California State
License Board for $104.00. The list contains 2,900 businesses, which is about what
Ventura County had expected to obtain using the other method.
Task 4: Reserve Billboard Space, Design Ad. (12/6/00)
Task 5: Purchase Billboard. (2/1/01)
Ventura County was fortunate to get billboard space off Highway 101 right before
the ReStore exit. Their billboard was up during the month of February and the
response to it was excellent. In addition, the Solid Waste Management Department
(SWMD) purchased 50 "mini" billboards, replicas of the larger
billboard, with display stand backs so they could be displayed on countertops
and desks. These were distributed to local officials, recycling coordinators,
state representatives, the media, and others to help with ReStore promotions.
Task 6: Design Promotional Reuse/Recycling Information Card. (12/8/00 to 1/30/01)
Task 7: Order Phone Book Ads for 2001 Phone Book. (12/11/00)
Ads were placed under the categories of Thrift Shops and Recycling
Centers. Ventura County did discover that they needed to place ads in more phone books than
originally planned in order to reach their audience countywide. Therefore,
spending in this category was greater than anticipated by $637.00.
Task 8: Design Imprint for Business Card Files. (12/11/00)
Task 9: Produce Photos for Reuse/Recycling Information Cards, Ads, and
Billboards. (12/25/00 to 1/8/01)
Photos were ultimately not used on the Reuse/Recycling Information Cards
(later renamed Your Quick Guide to Ventura County Construction and Demolition
Material Reuse and Recycling).
Task 10: Purchase Business Card Files. (1/1/01 to 2/13/01)
4,184 business card files were purchased. Approximately 3,000 will be used for the direct mail piece to contractors and the rest
will be distributed
by the ReStore, Habitat for Humanity, the Solid Waste Management Department, and
the city Recycling Coordinators at events and through other outreach efforts.
The cost for this item was less than was planned by $681.45. The difference in
funds was used, in part, to print up more Reuse/Recycling Information Cards.
Task 11: Research Reusable C&D Material Type Categories and
Weights, Compile into Categories for Data Entry and Eventual Diversion
Calculation. (1/1/01 to 1/22/01)
Ventura County learned that very little data is available on standard weights for
the wide variety of materials received at the ReStore. Ventura County also found that there
is great variability in the weights of similar "types" of building
materials, depending on the manufacturer, what material the item is made of,
size, etc. They then learned, after discussions with Materials for the Arts in New
York, that the price for a warehouse floor scale adequate for getting actual
weights was quite reasonable.
Ventura County discussed with the ReStore administrator the idea of weighing all donated
items, and she agreed to take on this task. They therefore requested and got
approval from the CIWMB to redirect some of the funds they would have otherwise
used for display advertising towards the purchase of a scale. It is Ventura
County's intention to record weights of donated materials in standardized categories so
that at the end of the grant period they can offer to the state and others useful
"standardized" weight data for tracking and diversion on similar
projects.
The scale has been purchased. Implementation is awaiting completion of a
store expansion as well as construction of a ramp that will allow all deliveries
to be received at the loading dock where the scale is located. Currently, many
donations come in through the front door, because the loading dock access
presents too many challenges.
Task 12: Design Direct Mail Envelope. (1/16/01 to 1/31/01)
Task 13: Design ReStore Business Cards. (1/16/01 to 1/31/01)
The photo of the ReStore truck full of materials, from their photo shoot, was used
and has become "the image" associated with Ventura County ReStore
promotions.
Task 14: Design Newspaper Ads. (1/18/01 to 2/5/01)
Seven ads have been designed to date. Additional ads have been designed
and sent to the newspaper for use as free "remnant" ads. The basic
"look" and slogan (Finally...A Building Materials Thrift Store) of the
ad campaign have been determined. Time will be spent on future ads to
incorporate different photos, to address events, sales, etc.
Task 15: Assist in ReStore Computer Program Development for Tracking
Jurisdiction of Origin of Donated Materials and Material Type. (1/22/01 to 2/9/01)
A comprehensive Access database has been developed which will track the
name and address of donors, how they learned about the ReStore, what they
donated, and the actual or estimated weights of those items. Still to be done is
to install the computer (donated by the county) at the ReStore and to test the
software and to fix last-minute glitches in the program. Installation of
the computer is awaiting the ReStore expansion and 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 16: Purchase Display Ads. (1/22/01 to 11/23/01)
Seven ads have been purchased to date in three local newspapers (The Star, The
Reporter, Vida), including a Spanish-language newspaper. The total budget for
displays was reduced, with approval, in order to accommodate purchase of the
warehouse scale ($2,205.90).
Task 17: Print Promotional Reuse/Recycling Information Cards, Direct
Mail Envelopes and ReStore Business Cards. (2/1/01 to 2/14/01)
In addition, Ventura County designed and had printed and laminated (using other
funding) a household hazardous waste information card. This card will be included in the back of the business card file that
will be mailed to 2,900
contractors to provide them with detailed information about how to properly
dispose of hazardous waste. A larger quantity of Reuse/Recycling Information
Cards was printed than had planned, and so they exceeded the planned budget by
$440.93. Excess funds from the business card file line item covered this excess
cost.
Task 18: Prepare Articles for VCMAX and Trade Journals; Press Releases. (2/5/01 to 11/23/01)
The ReStore was featured in the Spring 2001 issue of VCMAX. A ReStore
promotional article appeared in the February 26, 2001 issue of the Ventura
County Contractor Association's newsletter. The press was notified about Ventura
County's ReStore billboard photo op/event, which resulted in articles in several local
papers in February, 2001.
Task 19: Purchase Display Stands. (2/8/01 to 3/22/01)
Ventura County is considering developing a ReStore brochure for these countertop
display stands, rather than using the Quick Guide to C&D Recycling
information cards that were developed for the direct mail piece. Either way,
they should begin this task in mid June, 2001.
Task 20: CCC Begin Work. (2/12/01 to 11/23/01)
The CCC began work on January 22, 2001. Two CCC staff members work six
hours each, two days per week. The CCC members accompany 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 has been
crucial. ReStore has to rely on volunteers to drive the collection truck, as
driving is not a part of Ventura County's contract with the CCC, and getting enough volunteer
drivers has been challenging for the ReStore. They are usually three weeks
behind on responding to request for donation pick-up, and this remains a
problem.
As a direct result of Ventura County's promotional campaign, the ReStore has experienced a
significant increase in donations as well as sales, and as a result the ReStore
is now recruiting for two paid positions—temporary driver and receiving clerk.
Task 21: ReStore Tracking of CCC Collections, How Donors Heard About
ReStore, and Data Entry of Donation Material Type and Originating Jurisdiction. (2/12/01 to 11/23/01)
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 CCC. ReStore staff have
made an effort to get these receipts filled out by all donors, even those who do
not want the tax deduction. The database for recording the data has been developed, but data entry
has not yet begun. Use of the warehouse scale and data
entry into the database is scheduled to begin in June, 2001.
Task 22: Response to Campaign Generated Calls. (2/12/01 to
11/23/01)
Campaign-generated calls are primarily received at the ReStore. Based on
the calls, ReStore staff have 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. Ventura County's intention was to convey that by
donating more and throwing away less, trash bills could be reduced. Their 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 23 & 24: Stuff Business Card Files with Business Cards and
Stuff Direct Mail Envelopes. (2/15/01 to 3/1/01)
The ReStore has made arrangements with a senior volunteer organization
to assist with the stuffing of the business card files and envelopes. This will
take place June 5–7, 2001.
Task 25: Mail Direct Mail Package. (3/12/01)
The direct mail package is scheduled to go out June 8, 2001.
Task 26: Distribute Reuse/Recycling Information Cards and Stands to
Countertops, Keep Stocked. (3/26/01 to 11/23/01)
This task is scheduled for late June, 2001.
Task 27: Schedule and Give Presentations to Contractors Groups and
Other Trade Associations. (3/26/01 to 11/23/01)
The SWMD sponsored production of ReStore promotional flyers for
distribution at a local home and garden show, as well as production of a large
full-color banner for the same event. The SWMD also produced a ReStore slide
show and, along with ReStore personnel, delivered a presentation on the ReStore
at a local meeting of the Ventura County Contractor's Association on February
27, 2001. ReStore volunteers have also called and sent letters to local hardware
stores, lumber stores, paint stores, and general merchandise superstores
(Wal-Mart, Target, etc.) to solicit damaged, obsolete, or slightly used items,
and excess inventory.
Task 28: Begin Calls to Contractors Pulling Permits for One-on-One
Education. (6/4/01 to 11/23/01)
Follow-up calls will be made to contractors three weeks after the direct
mail piece goes out.
Task 29: Prepare Report on Effect of Promotional Campaign on Donations
and Sales. (11/23/01 to 11/30/01)
Task 30: Prepare Report on the Relative Effect of the Different
Promotional Media. (11/23/01 to 11/30/01)
Task 31: Prepare Report on Costs/Benefits of Staff for Materials
Collection. (11/23/01 to 11/30/01)
Task 32: Submit Reports to CIWMB. (12/3/01)
*Permission was obtained from grant recipient to publish project profile.
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FY 1999/2000 Grant Recipients
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