Reuse Assistance Grant Progress Report

Ventura County's Reuse Assistance Grant Project
(Part 2: January 15, 2004 to July 15, 2004)

Project Description

Ventura County used their grant funds to support the struggling Habitat for Humanity ReStore, Ventura County's only reuse option for C&D discards. The majority of the funds were used to collect donations of reusable building materials from homes and construction sites for two years. This was key to the project's success as no pick-up service was available. The remaining funds were used to create on-screen ads in two theatres; Spanish language radio ads; and quarterly, targeted bulk-mailings intended to generate high-quality donations, increased awareness of the ReStore, and its tax donation benefits. Funds were also used to expand the ReStore's customer base in the English and Spanish speaking communities of the County.

The steps required to accomplish their project are as follows:

Task 1: Secure Contract with the California Conservation Corps for ReStore Workers. (Matching Services—100 percent complete)
Efforts to finalize a contract with the California Conservation Corps (CCC) to employ two corps members for the Habitat for Humanity's ReStore were terminated on 2/23/04, as indicated in the amended "Work Plan and Budget, Exhibit C, dated 4/22/04. For over two months the Environmental and Energy Resources Department (EERD) staff attempted to work with the CCC's work-team manager to draft a contract for two corps members to work at the ReStore. Work could not proceed as calls were not returned, forms and information not provided, and meetings missed. During the County's last phone conversation, the County's CCC contact stated that if the State's budget were not approved, the Camarillo CCC facility would be closed. The EERD determined that given these facts, with CIWMB approval, the County would hire two Ventura County "Extra Help" employees to work at the ReStore for the duration of the grant.

Task 2: Prepare to Hire Two Ventura County "Extra-Help" Employees to Work at ReStore. (Matching Services—100 percent complete)
As part of this effort, EERD staff was required to work with the County's Human Resources Department to: craft a complete job description, assist with decisions regarding cost-effective advertising strategies, screen applications and participate in the selection of five final candidates for the interview, set up interview dates, craft appropriate questions, conduct the interviews and offer the positions to the selected candidates. EERD staff hosted an orientation meeting attended by the Habitat for Humanity's ReStore manager, Stephanie Varella, at which time the County finalized the new employee's work schedules, explained the County's time reporting requirements, and clarified the ReStore's responsibility to ensure their new employees work their designated 32 hours per week.

Task 3: Non-Refundable Charges from the County's Accounting Department to Set up the Contract with the California Conservation Corps. (Matching Services—100 percent complete)
Their Accounting Department (Public Works Agency—CSD Fiscal Services) bills every Public Works Department for CSD staff time to set up and monitor contracts and payments between outside vendors and/or service providers and departments such as the EERD. The Procurement Services Fee Schedule breaks-out processing fees based upon Purchase Order (PO) dollar amounts ranging from an $11.36 fee for $1 to $4000 POs and a $789.52 fee for POs over $25,001. These charges are non-refundable and are billed at the front-end of a grant. Although the EERD argued that the County should not be charged since the CCC contract effort was terminated in its early stages, CSD stated that the fee charged reflected the work of several employees to set up the contract and payment schedules, and were non-negotiable pursuant to the County's cost recovery policies.

*Task 4: Hire Two County "Extra-Help" Employees to Work at the ReStore from March 1, 2004 to April 30, 2005. (Reimbursable Services—40 percent complete)
The County's two Extra Help employees began work at the ReStore on their scheduled start dates (Robert Collins 4/21/04 and Jeff Leeson 4/26/04) and have been paid for 328 and 304 hours respectively. To date, no absences have been reported, and their work deemed "excellent" by Stephanie Varella, ReStore manager. Time sheets are prepared by an EERD manager based on time cards received from the ReStore's manager once a week. One employee picks up his paycheck at the EERD office and the other has his check auto deposited to his bank account.

Task 5: Prepare and Process Purchase Orders for American Cinema Advertising at Century 16 and Century 10 Theatres. (Matching Services—100 percent complete)
Separate Purchase Orders (POs) were prepared for these two Grant activities. The first PO was for the Century 16 Theatre ads scheduled to run from November 28, 2003 to February 26, 2004. The second PO was prepared for Century 10 Theatre ads scheduled to run from February 27, 2004 to May 27, 2004. Ads at both theatres were scheduled to run three times before every movie screened at the multiplex from 11 a.m. until 11:00 p.m., seven days a week.

Task 6: Run Theatre Ads at "Century 16" Theatre in the City of Ventura. (Reimbursable Services—100 percent complete)
The "3 Easy Ways to Reuse Your Discards" on-screen ads began running on November 28, 2003, right before the Thanksgiving holiday weekend. This afforded the County a much bigger than usual audience since several blockbuster films (e.g., Lord of the Rings and Finding Nemo) premiered that weekend. These on-screen ads ran until February 28, 2004. EERD staff spoke weekly with American Cinema's advertising representative to ensure everything was running smoothly. In two instances, Reuse Assistance Grant Manager Pandee Leachman called to report that the ad only ran twice before a film, and once reported that she had attended a film to conduct a survey and no ads ran. Ms. Leachman was informed the slide machine was broken, and they ran the County's ads an extra day at this theatre to compensate the County.

Task 7: Run Theatre Ads at "Century 10" Theatre in the City of Ventura. (Reimbursable Services—100 percent complete)
The "3 Easy Ways to Use your Discards" ads began running at this multiplex on February 27, 2004 and were shown three times before every movie screened at the multiplex from 11:00 a.m. until 11:00 p.m. until May 27, 2004. EERD staff communicated regularly with the County's advertising representative while the County's ads ran at this multiplex as the Century group had changed its policy (see Task 8) and the County was not allowed to survey guests inside the theatre. The American Cinema representative called Ms. Leachman after all of her QA/QC visits to advise that everything was running smoothly.

Task 8: Survey at Century 10 and Century 16 Theatres to Gauge Effectiveness of On-Screen Ads. (Matching Services—100 percent complete)
Problems arose when the Century Theatre's policy changed and on-site surveys were determined to "negatively impact their patron's movie experience." At the Century 16 theatre, staff was only allowed to survey people attending a movie they had purchased a ticket for. As a result, all of the on-site surveys were conducted by one staff–person (Ms. Leachman). Ms. Leachman's survey protocol was casual: Wearing her County ID badge, she approached seated patrons, introduced herself as the County's Reuse Assistance Grant manager, and offered them her business card. She asked, 1) Had they heard about the Habitat for Humanity's ReStore in Oxnard, and 2) Were they familiar with the County's VCMAX reuse program? ReStore brochures and VCMAX catalogs were offered. Surveys were conducted on five occasions; 23 people were surveyed—13 before the film and 10 people after the film at the exit. Comments were helpful (run the ads longer, people are talking and don't watch the ads, and the phone numbers should be larger). The majority had not heard of the ReStore or VCMAX, but were interested in learning more about both, supported the idea of reuse, were in favor of recycling, and accepted the handouts. This information correlates with input from the ReStore's manager, Stephanie Varella. EERD had requested that ReStore staff query, when possible, customers as they checked out asking, "How did you hear about the ReStore?" Most responded "Word of mouth," but Stephanie noted that after the theatre ads began running, about one-third of their customers said "At the movies." Stephanie stated, "I think they worked pretty well!"

By the time the on-screen ads were scheduled to run at the Century 10 in downtown Ventura, the theatre chains policy had changed again. Staff was not allowed to survey patrons but could stand outside. On Friday, April 16, 2004, Ms. Leachman surveyed 12 people at this theatre, six of which had heard of the ReStore, 10 of which were familiar with VCMAX. Seven people had donated or shopped at the ReStore and supported the idea of a "Thrift Store for Building Materials" in the County. "Everyone likes a good deal" seems to be the theme of these City of Ventura shoppers! Due to staff cuts, no more surveys were conducted at this theatre.

Century Theatre's policy change: Century Theatres terminated their working arrangement with the County's vendor, American Cinema Advertising, in March 2004. The chain has contracted with a company that places on screen ads for network TV shows and automobiles. Overall, Ms. Leachman rates "on screen" theatre advertising as a very effective public outreach tool. These ads are extremely cost–effective and provided us with months of advertising for three important Ventura County reuse programs. If the Century Theatre chain changes its policy, Ms. Leachman would definitely pursue this type of advertising again. Theatres are doing a booming business, and this provides us with a great opportunity to reach a very diverse audience of Ventura County residents.

Task 9: Create Database for Habitat for Humanity Advertising and Flyers. (Matching Services—100 percent complete)
A Senior Analyst in the Information and Technology Division (ITD) was assigned to work with the Habitat for Humanity on this project. In January 2004, using Dun and Bradstreet and Ventura County Business License data, a final list of 3,341 businesses, representing numerous construction and building trade categories, was created. This data will provide the Habitat for Humanity with a viable list of current businesses and self-employed contractors to mail their flyers and outreach materials too. The EERD will provide the ReStore with a dbase containing 1,000 business names and addresses at the beginning of every quarter for the duration of the grant. The Habitat's advertising and outreach varies (first quarter brochures in envelopes, second quarter folders were sent out) and Bruce will sort the available data to craft a "targeted" mailing list for them. The Habitat prints the labels, affixes them to the outreach materials, and uses Reuse Assistance Grant funds ($270 per quarter) to pay for the postage.

*Task 10: Create Flyer for Habitat for Humanity's ReStore Advertising. (Matching Services—not yet started)
The Habitat for Humanity is fortunate to have received the "donated" time of several gifted graphic artists in the County, who have crafted all of their flyers and outreach materials. To date, they have chosen to use their existing flyers and brochures (first and second quarter 2004) and are working on a "Mail Packet" (third quarter 2004) to advertise their "Grand Reopening" now scheduled for July 21, 2004. These packets will contain a number of different pieces of information and outreach materials; some packets to large contractors will include Ventura County Building Code Handbooks (paid for with Reuse Assistance Grant funds).

*Task 11: Pay for Postage to Mail ReStore's Advertising and Flyers. (Reimbursable Services—40 percent complete.
With the CIWMB's permission, the Habitat for Humanity has been reimbursed $270 per quarter to offset the cost of purchasing US Postage (either non-profit bulk rate postage for flyers or stamps for brochures and/or packets of materials) to mail their advertising materials to a targeted database of potential or current customers. To date $540 has been expended, $270 for both the first and second quarters of 2004. This has worked out great, and given the Habitat for Humanity real flexibility in their advertising strategies.

*Task 12: Prepare and Process Purchase Order for Six Weeks of Radio Lazer Advertising. (Matching Services—25 percent complete)
Hispanic outreach via Radio Lazer advertising is scheduled to run July 26 to August 8, 2004 and September 27  to October 10, 2004. The radio ads will run twice per hour, during "a.m./p.m. drive time," prime advertising hours, on four number one-rated Lazer stations. In the intervening weeks, the same ads will be run as PSAs, on the same schedule, at no charge. A Purchase Order for $5,000 has been prepared and approved. Once again, the County awaits the vendor. Despite repeated calls and promises, Radio Lazer's advertising manager has yet to provide EERD with an Advertising Agreement, outlining their charges, a timeframe noting when the ads will be run, etc. Without this, and their signature on the Reliable Vendors agreement, the County can't process the Purchase Order. The script for the radio ad is complete and has been translated into Spanish. Once EERD management approves the Advertising Agreement and reviews the advertising text, the County will send the Purchase Order to CSD for processing.

EERD will gauge the effectiveness of the radio and theatre advertising campaigns by comparing their impact on sales at the ReStore. These 30-second Spanish language radio ads target the County's large Hispanic population in hopes of drawing more Hispanic contractors and customers to the ReStore.

*Tasks 13: Run Hispanic Radio Ads on Radio Lazer. (Reimbursable Services—not yet started)
See Task 12. Scheduled to run 7/26/04 to 8/8/04.

*Task 14: Run Hispanic Radio Ads on Radio Lazer. (Reimbursable Services—not yet started)
See Task 12. Scheduled to run 9/27/04 to 10/10/04. Free PSAs to run in September 2004.

Task 15: Prepare and Process Purchase Order for Three Nesting Platform Carts for ReStore. (Matching Services—100 percent complete)

Task 16: Purchase Three Nesting Platform Carts. (Reimbursable Services—100 percent complete)
Materials picked up by ReStore.

Task 17: Prepare and Process Purchase Order for Large Door Cart for ReStore. (Matching Services—100 percent complete)

Task 18: Purchase Large Door Cart. (Reimbursable Services—100 percent complete)
Materials picked up by ReStore.

Task 19: Order Building Code Books for Habitat, Prepare and Process Purchase Order and Journal Voucher. (Matching Services – 100 percent complete)
Administrative Staff from EERD worked with the Building and Safety Department to generate a Journal Voucher, which charges the cost of these Building Code Books to the EERD. A Purchase Order was prepared by staff and served as backup to the Journal Voucher request.

Task 20: Purchase Building Code Books and Deliver to Habitat for Humanity. (Reimbursable Charges—100 percent complete)
Ten Ventura County Building Codebooks were purchased and delivered to the ReStore for use in their advertising and outreach to general contractors.

Task 21: Prepare for Purchase of Small Door Cart. (Matching Services—100 percent complete)

Task 22: Purchase Small Door Cart. (Reimbursable Services—100 percent complete)
Materials picked up by ReStore.

Task 23: Prepare for Purchase of Three Lightweight Pieces of Equipment for Senior Citizen Volunteers. (Matching Services—100 percent complete)

Task 24: Purchase Three Pieces of Light Equipment for Use by ReStore's Senior Volunteers. (Reimbursable Services—100 percent complete)
Materials picked up by Restore.

Task 25: Prepare for Purchase of Three More Pieces of Light Equipment for Senior Volunteers. (Matching Services—100 percent complete)

Task 26: Purchase Three Pieces of Lightweight Equipment. (Reimbursable Services—100 percent complete)
Materials picked up by ReStore.

*Task 27: Prepare VCMAX Catalogs (Spring and Summer 2004) and Include Print Ad for the RAIN Project and the Habitat for Humanity's ReStore. (Matching Services—100 percent complete)

Task 28: Prepare Purchase Order for Two 12-month Vista "Go Ventura" Bus Passes to Transport CCC workers from Camarillo Facility to the Oxnard ReStore. (Matching Services—100 percent complete)
This task was very daunting and required hours of work with the CCC and the Ventura County Transportation Commission (VCTC). It required special permission from the VCTC's Executive Director for issuance of bus passes in the name of a facility and organization (CCC) instead of in the name of a person who could be matched with a photo ID. There was concern at VCTC that the bus passes would be abused, but negotiations were successful and EERD was poised to buy "passes issued in the name of the CCC. Protocols were written and provided to the CCC to ensure that a CCC manager gave the bus passes to the CCC workers every morning and collected them every night. They were not to be used on days CCC staff was not working at the ReStore. EERD had prepared a Purchase Order and the County cut a check to VCTC for $960. When contractual arrangements with CCC were terminated and there was no need for the bus passes, EERD returned the check and, with the CIWMB's approval, used the money to purchase more equipment for the ReStore. Although the County didn't purchase the bus passes, many hours were spent on this task.

*Task 29: Arrange for RAIN Project Volunteer to Work 100 hours at the ReStore. (Matching Services—not yet started)
The EERD is scheduled to begin working with the RAIN Project's Director in August 2004 to finalize this task. With the County budget crisis looming, and possible cuts to the RAIN Project, it was put it on hold until the FY 2004/2005 budget was approved. The plan to train a RAIN Project volunteer to work at the ReStore has not been changed. One person will work a total of 100 hours, 10 hours per week, for 10 weeks. Transportation to and from the ReStore will be provided by the RAIN Project. Stephanie Varella, the ReStore's manager, will train the RAIN Project volunteer at one of the regularly scheduled ReStore Volunteer Training sessions.

*Task 30: Prepare Quarterly and Final Reports for the CIWMB. (Matching Services—50 percent complete)
This is the County's second Progress Report and first Expense and Personnel Expenditures submission.

*Task 31: Staff Visits to the ReStore on an Intermittent Basis for Duration of the Grant. (Matching Services—25 percent complete)
Now that the two County Extra Help employees have been trained and work regularly at the ReStore, EERD staff will be making regular visits to the ReStore. In previous months, EERD staff has maintained regular weekly contact by phone with Stephanie Varella, the ReStore's manager, and Daryl Yankee, assistant to the Executive Director of the Habitat for Humanity.

Task 32: Five Percent Department Overhead.
This task has not yet been started.

*Anticipated Accomplishments for January 2005 Reporting Period

The task descriptions in the previous narrative identify the County's goals for the coming five months.

Task 4: Two Ventura County extra-help employees will continue to work at the ReStore.

Task 10: EERD Staff will create at least one original flyer or advertisement for the ReStore.

Task 11: EERD will reimburse the Habitat for Humanity $540 in postage expenses for two quarters.

Tasks 12-14: Spanish language radio advertisements and PSAs will be run on four Radio Lazer stations over three months.

Task 27: Prepare the Fall and Winter VCMAX publications which include RAIN and ReStore ads.

Task 29: Arrangements will be made for one RAIN Project volunteer to be trained and begin work at the Restore.

Task 31: EERD staff hopes to spend at least four hours per month for the duration of this grant.

Once again, thanks to Sarah Weimer and Jeff Hunts for their ongoing support, flexibility, and patience! This has been such a positive experience, and a great opportunity to learn some "new tricks!"

Prepared and submitted by Pandee Leachman, Reuse Assistance Grant Manager
July 15, 2004

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

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Last updated: June 25, 2008