Reuse Assistance Grant Progress Report

City of Los Angeles Reuse Assistance Grant Project 
(Part 4: November 1, 2002 to May 15, 2003)

Project Description

The City of Los Angeles used their Reuse Assistance Grant materials to establish a program to seek donations of reusable goods within the Los Angeles area. They targeted local businesses such as accounting firms, financial institutions, legal corporations, etc. who are willing to donate reusable functional office equipment and materials because they are upgrading their office equipment to keep up with modern technology. Also targeted electronic equipment manufacturers and wholesalers for their overages and discontinued office products. The City of Los Angeles performed outreach to the commercial sector to relieve local businesses of outdated office equipment, inventory surplus, and discontinued items, which are still functional, by directing them to Los Angeles' nonprofit reuse agencies who have a distribution network and infrastructure in place.

The steps required to accomplish their project are as follows:

Task 1: Research types of materials donated (Matching Services)
The purpose of this pilot program is to establish a network for local businesses to direct their functional unwanted office equipment/supplies for further reuse by nonprofit organizations, churches, schools, low-income families and others in need.

Staff determined that it will be more advantageous to target office equipment, which is still functional, including but not limited to computer systems, fax machines, calculators, telephones, video/cassette players, paper shredders, desks, chairs, file cabinets, and other office supplies. Staff chose to target large local businesses such as: accounting firms, banks and financial institutions, legal corporations, hotel chains, airlines, movie production companies, local electronic manufacturers, wholesalers, retail businesses and other commercial organizations, as they tend to upgrade their office equipment to keep up with modern technology or are often looking for ways to relieve themselves of inventory surplus and discontinued office products.

The reusable material will be directed by the local businesses to Reuse Agencies who have a distribution network and infrastructure in place and will assure that the donation is reused to its fullest potential. Task 1 is 100 percent complete.

Task 2: Compile a list of reuse agencies (Matching Services)
Staff has drafted a directory of donation opportunities for Los Angeles businesses and residents. Over 500 names of reuse centers have been compiled. These reuse centers accept donations in all the categories described above. This directory will be used as a reference guide for the businesses and will also be incorporated on the City of Los Angeles' Web site.

Staff has contacted individual reuse centers to assure that all information is correct before the directory is placed on the City of Los Angeles' Web site or given to local businesses for reference and use. Task 2 is 100 percent complete.

Task 2.1: Compile a database of local business for direct mail (Matching Services)
A database of 8,800 businesses was compiled out of the 400,000 registered active businesses in the City of Los Angeles. Efforts were made to reach these businesses throughout the year by mailers, phone calls, and newspaper advertisements to make them aware of the reuse program. It was estimated that approximately ten percent of the 8,800 contacted businesses would participate in a reuse program during the course of the grant.

Once the link between businesses and reuse is established, it will continue on an ongoing basis, expanding the availability of reusable commodities.

During the second year of the grant, the City entered into a partnership with L.A. SHARES, a nonprofit reuse organization. With L.A. SHARES on board, the staff decided to establish a refined data base and approached the Chambers of Commerce for the names, addresses, titles, and company affiliations of each of the members of  the following Chambers of Commerce:

• Canoga Park/West Hills Chamber of Commerce
• Century City Chamber of Commerce
• Encino Chamber of Commerce
• Greater Los Angeles Chamber of Commerce
• Hollywood Chamber of Commerce
• Mid Valley Chamber of Commerce
• North Hollywood/Universal City Chamber of Commerce
• Pacific Palisades Chamber of Commerce
• San Pedro Peninsula Chamber of Commerce
• Studio City Chamber of Commerce
• Valley Industry and Commerce Association
• West L.A. Chamber of Commerce
• Westchester-LAX-Marina del Rey Chamber of Commerce
• Woodland Hills Chamber of Commerce

In addition, the database also includes the names, addresses, and titles of key contacts at each of the following:

• the top private companies based in the City of Los Angeles
• the top public companies based in the City of Los Angeles
• the top law firms based in the City of Los Angeles
• the top commercial interior design firms based in the City of Los Angeles
• the top accounting firms based in the City of Los Angeles
• the top architectural firms based in the City of Los Angeles
• the top banks based in the City of Los Angeles
• the top employee benefits consultants based in the City of Los Angeles
• the top hotels based in the City of Los Angeles

The staff purged all duplicate records and took out any records that were outside of Los Angeles to create a database of 9,296 total records in 157 zip codes located in the City of Los Angeles for use in the campaign. Task 2.1 is 100 percent complete.

Task 3: Design General Reuse Info Brochure (Reimbursable Services)
As approved by the CIWMB, the General Reuse Info Brochure was a three-fold, two-sided brochure that advertised the program, credit the funding agency (CIWMB) and provide information on the reuse pilot program. The General Reuse Info Brochure, to be mailed to the 8,800 businesses that was compiled out of the 400,000 registered active businesses in the City of Los Angeles. This brochure included a partial list of Reuse Agencies, a contact number for the City of Los Angeles and the City of Los Angeles' Web site for further information. These brochures were mailed through the regular US mailing system to targeted local businesses, manufacturers and wholesalers and other commercial organizations. Task 3 is 100 percent complete.

Task 3.1: Print General Reuse Info Brochure (Matching Services)
Over 10,000 copies of the General Reuse Info Brochure were printed. Task 3.1 is 100 percent complete.

Task 3.2: Mail General Reuse Info Brochure to target groups (Matching Services)
Local business were mailed 8,800 General Reuse Info Brochures during the reporting period.

Over 1,200 promotional reuse brochures were offered to the businesses/citizens at local public outreach events and community events that were held throughout the City of Los Angeles. Task 3.2 is 100 percent complete.

Task 4: Purchase membership in City of Los Angeles Chamber of Commerce (Reimbursable Services)
Memberships in the following Chambers of Commerce were purchased:

• Canoga Park/West Hills Chamber of Commerce
• Century City Chamber of Commerce
• Encino Chamber of Commerce
• Greater Los Angeles Chamber of Commerce
• Hollywood Chamber of Commerce
• Mid Valley Chamber of Commerce
• North Hollywood/Universal City Chamber of Commerce
• Pacific Palisades Chamber of Commerce
• San Pedro Peninsula Chamber of Commerce
• Studio City Chamber of Commerce
• Valley Industry and Commerce Association
• West L.A. Chamber of Commerce
• Westchester-LAX-Marina del Rey Chamber of Commerce
• Woodland Hills Chamber of Commerce

L.A. SHARES did not receive the membership application packages from the Wilmington Chamber of Commerce. The Los Angeles Junior Chamber of Commerce does not share its mailing list with anyone, including its members. Therefore, it was decided there was no benefit in joining the membership of the Junior Chamber of Commerce. However, the Executive Director of the Junior Chamber of Commerce will find a way to promote the L.A. SHARES program to its membership and the businesses that they represent. Task 4 is 100 percent complete.

Task 4.1: Identify and purchase mailing lists from City of Los Angeles Chambers of Commerce, LA Business Journal Book of Lists and additional mailing lists (Reimbursable Services)
A number of mailing lists including the LA Business Journal Book of Lists were purchased. In addition, an up-to-date database of Chief Executive Officers, President, Chief Financial Officer, Purchasing Officers, Facilities Directors, Public Affairs Officers, Office Managers, Community Affairs Managers and Environmental Affairs Directors of the Top 100 Public and 100 Top Private Companies for Los Angeles County and for the City of Los Angeles was created.

The staff has purchased the following Chambers of Commerce mailing lists:

• Canoga Park/West Hills Chamber of Commerce
• Century City Chamber of Commerce
• Encino Chamber of Commerce
• Greater Los Angeles Chamber of Commerce
• Hollywood Chamber of Commerce
• Mid Valley Chamber of Commerce
• North Hollywood/Universal City Chamber of Commerce
• Pacific Palisades Chamber of Commerce
• San Pedro Peninsula Chamber of Commerce
• Studio City Chamber of Commerce
• Valley Industry and Commerce Association
• West L.A. Chamber of Commerce
• Westchester-LAX-Marina del Rey Chamber of Commerce
• Woodland Hills Chamber of Commerce

In addition, the staff has also purchased the Los Angeles Business Journal Book of Lists in an electronic format. Task 4.1 is 100 percent complete.

Task 5: Design direct mail letter packages and direct mail postcards (Reimbursable Services)
Following mailers were designed:

1. A four page 11 inch x 17 inch, two-color Direct Mail Letter, that folds to an 8.5 x 11 letter, and fits into a standard number-10 envelope.
2. A matching standard number-10 envelope with L.A. SHARES logo and return address.
3. Three 10.5 inch x 6 inch oversized Direct Mail Postcards.

Task 5 is 100 percent complete.

Task 5.1: Print direct mail letter packages and direct mail postcards (Reimbursable Services)
Following mailers were printed:

1. 1,200 Direct Mail Letters;
2. 1,200 matching envelops with L.A. SHARES logo and return address for the 1,200 Direct Mail Letters; and
3. 27,500 10.5 inch x 6 inch oversized Direct Mail Postcards.

Task 5.1 is 100 percent complete.

Task 5.2: Sort, label and mail direct mail letter packages and direct mail postcards (Reimbursable Services)
All 28,700 pieces of mail were sorted and labeled and were mailed by the grant deadline. Task 5.2 is 100 percent complete.

Task 6: Design: L.A. SHARES promotional reuse info Brochure, L.A. SHARES Promotional Reuse Info Flyer, and the General Promotional Reuse Info Flyer (Reimbursable Services)
L.A. SHARES Promotional Reuse Info Brochure and L.A. SHARES Promotional Reuse Info Flyer were professionally designed. 

The staff designed the General Promotional Reuse info Flyer but did not submit it for approval to the Board due to cost considerations.  It was anticipated that the costs for the production of L.A. SHARES brochures and Flyers may exceed the budgeted costs. Task 6 is 100 percent complete.

Task 6.1: Print: L.A. SHARES Promotional Reuse Info Brochure, L.A. SHARES Promotional Reuse Info Flyer, and the General Promotional Reuse Info Flyer (Reimbursable Services)
10,000 copies each of the L.A. SHARES Promotional Reuse Info Brochure and the Flyer were printed. Task 6.1 is 100 percent complete.

Task 6.2: Mail L.A. SHARES Promotional Reuse Info Brochure (Reimbursable Services)
10,000 copies of the L.A. SHARES Promotional Reuse Info Brochure were mailed to the targeted businesses. Task 6.2 is 100 percent complete.

Task 6.3:  Insert L.A. SHARES and General Promotional Reuse Info Flyer into newsletters of LA Chambers of Commerce (Reimbursable Services)
The following is a list of Chambers of Commerce, the respective dates when newsletters were mailed, and the number of inserts that were distributed:

• Canoga Park/West Hills Chamber of Commerce

April 2003/750 inserts

• Century City Chamber of Commerce:

March 2003, April 2003, May 2003/electronic mailing list, 1,100 electronic inserts each month

• Encino Chamber of Commerce:

April 2003/700 inserts

• Hollywood Chamber of Commerce:

March 2003, April 2003, May 2003/electronic mailing list, 1,200 electronic inserts run weekly for ten weeks

• Mid Valley Chamber of Commerce:

May 2003/800 inserts

• North Hollywood/Universal City Chamber of Commerce:

May 2003/500 inserts

• Pacific Palisades Chamber of Commerce:

May 2003/10,000 inserts

• San Pedro Peninsula Chamber of Commerce:

April 2003/700 inserts

• Studio City Chamber of Commerce:

April 2003/300 inserts

• West L.A. Chamber of Commerce:

April 2003/1,100 inserts

• Westchester-LAX-Marina del Rey Chamber of Commerce:

May 2003/700 inserts

• Woodland Hills Chamber of Commerce:

May 2003/600 inserts
Two members of their target audience, Greater Los Angeles Chamber of Commerce and the Valley Industry and Commerce Association, do not allow inserts in their newsletters.

Approximately 17,350 flyers of the L.A. SHARES Promotional Reuse Info Flyers were sent out, as the General Promotional Reuse Flyer was not printed. Task 6.3 is 100 percent complete.

Task 7: Organize special events with local organizations, Chambers of Commerce, Council Districts, schools, special "shopping" days, etc. (Matching Services)
Since June 01, 2002, L.A. SHARES has organized over 500 special events including special "shopping" days for nonprofits and schools in each of the 15 Council Districts and special "shopping" days for Chambers of Commerce who are participating in the campaign.

L.A. SHARES has also organized two special volunteer events with The Walt Disney Company and one with UCLA Bruin Bells.

Most recently, L.A. SHARES arranged for a special event computer give away with nonprofits and schools in Councilmember Jan Perry's District which resulted in more than 300 computer systems being redistributed.

L.A. SHARES will continue to hold these special events throughout the year.

On Friday, September 20, 2002, L.A. SHARES was honored by the City Council in City Council Chambers. This event was broadcast via City facilities and resulted in L.A. SHARES profile being further raised. Task 7 is 100 percent complete.

Task 8: Follow up phone calls to target group (Matching Services)
With the Direct Mail Postcards and the Direct Mail Letter Package in the mail, L.A. SHARES' telephone follow-up started.  L.A. SHARES has contacted approximately five percent of the target audience via follow up phone calls.

L.A. SHARES will continue this outreach effort through December 2003. Task 87 is 100 percent complete.

Task 9: Make presentations at respective trade and manufacturers associations and Conduct meetings with potential donors (Matching Services)
L.A. SHARES on an on-going basis makes presentations to various associations.

L.A. SHARES is an active member of Town Hall and use this as an opportunity to network with trade and manufacturer representatives.

L.A SHARES, on an on-going basis, participates in various Chamber functions including networking breakfasts, mixers, luncheons, and other like-minded events.

L.A. SHARES will continue this outreach effort through December 2003. Task 9 is 100 percent complete.

Task 10: Utilize computer system to compile data of donors and specific type, weights and values of items donated (Matching Services)
L.A. SHARES uses its computer system, software, and Web site to allow them to compile a data base of donors and specific type, weights and values of items donated.

L.A. SHARES prepares monthly reports of this type and has available these reports from August 2002 to the present. Task 10 is 100 percent complete.

Task 10.1: Utilize computer system to track origin and type of donated material (Matching Services)
L.A. SHARES prepares monthly reports of this type and has available these reports from August 2002 to the present. Task 10.1 is 100 percent complete.

Task 10.2: Utilize computer system to track success of contact made via direct mail and if donation resulted (Matching Services)
As the Direct Mail Postcards and the Direct Mail Letter Package were mailed, L.A. SHARES has prepared specific monthly reports of this type as the direct mail portion of the campaign unfolds. Task 10.2 is 100 percent complete.

Task 11: Produce and distribute Public Service Announcements using television and radio (Reimbursable Services)
L.A. SHARES has completed the production of the Public Service Announcement (PSA) for television and has begun distribution of the PSAs. Task 11 is 100 percent complete.

Task 12: Prepare related articles for press releases and trade journals (newspaper advertisements) (Reimbursable Services)
As per grant services, the reuse program was advertised in the Los Angeles Downtown News during the term of the grant.

L.A. SHARES has prepared a number of press releases and has distributed them to selected media. L.A. SHARES will continue this outreach effort through December 2003. Task 12 is 100 percent complete.

Task 13: Outdoor advertising (Reimbursable Services)
Due to a combination of a weak economy and declining advertising revenues, L.A. SHARES found it impossible to run a pro-bono outdoor advertising campaign, especially in light of the fact that they had only $753 budgeted for this expense. Task 13 was not completed.

Task 14: Contact leading newspapers, business and trade magazines, and other services for coverage (Matching Services)
L.A. SHARES maintains an on-going campaign to make the media aware of their services.

The Los Angeles Times is currently preparing an article on L.A. SHARES to be run in their Sunday Edition. It is anticipated that this article (prepared by Anne Marie O'Connor) will run in late April or early May 2003.

L.A. SHARES is currently in discussions with Dennis McCarthy of the Daily News to write an article.

In addition, various Chambers are writing articles about L.A. SHARES for their in-house publications. Currently, articles are running in both the Encino Chamber and the Century City Chamber newsletters. It is anticipated that more Chambers will do the same.

L.A. SHARES Executive Director was featured in an article in the UCLA Alumni Magazine this past summer of 2002.

L.A. SHARES will also be featured in the upcoming In Touch Magazine of the Women of Los Angeles.  In addition, L.A. SHARES Executive Director addressed the assembled 400 members of the Women of Los Angeles organization at their April 2003 luncheon.

Further, L.A. SHARES is working with the local community based newspapers to highlight their program and the opportunity for local nonprofits and schools to attend one of their 500 "shopping" appointments.

L.A. SHARES will continue this outreach effort through December 2003. Task 14 is 100 percent complete.

*Permission was obtained from grant recipient to publish project profile.

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Last updated: June 25, 2008