|
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 February 23, 2004. For over two months the Environmental and
Energy Resources Division (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 were not provided, and meetings were missed. During their last
phone conversation, their CCC contact stated that if the State's budget was
not approved, the Camarillo CCC facility would be closed. Based on these
facts the EERD determined that they would hire two County of Ventura "Extra
Help" employees to work at the ReStore for the duration of the grant. The
CIWMB's Reuse Assistance Grant manager approved the County's request on
February 23, 2004.
Task 2: Prepare to Hire Two County of Ventura "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 they finalized the new
employees' work schedules, explained their 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)
Pursuant to the County's Budget Manual, as approved by the Board of
Supervisors, their General Services Agency, Procurement Services Division,
is authorized and required to charge County Department's the cost of
developing, processing and monitoring purchasing contracts with and payments
to vendors and/or service providers. The Board approved Procurement Services
Fee Schedule for FY 2004-2005 establishes processing fees based upon
Purchase Order (PO) dollar amounts. During FY 2004-2005, the fees ranged
from $23.65 for purchasing transactions between $1 to $5,000 and a $789.52
for purchasing transactions over $25,001. Procurement service 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, GSA Procurement Services staff stated
that the fee charged reflected work already performed by several of its
employees to set up the contract and payment schedules. Further, their fees
were required pursuant to the County's cost recovery policies found in the
aforementioned budget manual.
Task 4: Employ Two County "Extra-Help" Employees to Work at the ReStore
from April 21, 2004 to March 31, 2005. (Reimbursable Services—100
percent complete)
The County's two Extra Help employees began work at the ReStore on the
following start dates: (Robert Collins: April 21, 2004 and Jeff Leeson:
April 26, 2004). Jeff Leeson resigned to take another position on September
14, 2004 and with CIWMB approval, on September 27, 2004 Robert Collins
increased his work schedule from 32 hours/four days a week to 40 hours/five
days a week. Upon receipt of Jeff Leeson's letter of resignation, EERD staff
requested approval from the County's Human Resources Department to recruit a
replacement from the list of approved candidates prepared for the original
search. On September 27, 2004 Robert Collins became the only County
Extra-Help employee, paid at a rate of $10.61 per hour. In accordance with
County of Ventura time reporting requirements, Bill Boettcher, ReStore's new
manager, faxed over the projected working hours for Mr. Collins every
Tuesday morning. Mr. Collins' time sheet projections were signed by both the
employee and the ReStore's manager. If the employee left work early, or
called out sick, during the projected reporting period Mr. Boettcher was
required to notify EERD by phone and to immediately fax over an amended
timesheet, noting the change to the hours previously reported as worked.
Time sheets for the Extra Help employee were reviewed and approved by an
EERD manager and the official county payroll was based upon the signed time
cards received from the ReStore once a week.
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 prepared 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 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 ads an extra day at
this theatre to compensate the County for this problem.
During the first quarter of 2004, the time when the on-screen ads were
running at this theatre, ReStore's sales increased by 5.2 percent over the
previous quarter.
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 each movie screened
at the multiplex from 11:00 a.m. until 11:00 p.m. until May 27, 2004. EERD
staff worked with our advertising representative while our ads ran at the
Century 10 cinema as the Century group had changed its policy (see Task 8)
and we were not allowed to survey guests inside the theatre. The American
Cinema representative would call Ms. Leachman after a QA/QC visit to advise
if there were problems or if things were running smoothly. During the second
quarter of 2004, when on-screen ads ran at this theatre, ReStore's sales
dropped by 11.6 percent compared to the previous quarter.
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, EERD staff was only allowed to survey people
attending a movie for which they had purchased a ticket. As a result, all of
the on-site surveys were conducted by one EERD staff–person. 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 & VCMAX
catalogs were offered. Surveys were conducted on five occasions; 23 people
were surveyed, 13 people before the film and ten people after the film.
Comments were helpful "run the ads longer, people are talking and don't
watch the ads, and the phone numbers should be larger." A majority of people
surveyed had not heard of the ReStore or VCMAX, but were interested in
learning more about both; they supported the idea of reuse, were in favor of
recycling, and accepted the handouts. Their survey data correlated with
input received from the ReStore's manager. EERD had requested that ReStore
staff to ask customers as they checked out "How did you hear about the
ReStore." Most responded "Word of mouth," but the Manager noted that after
the theatre ads began running, about one-third of their customers said "At
the movies."
By the time the on-screen ads were scheduled to run at the Century 10 in
downtown Ventura the Century Theatre's policy had changed again. EERD staff
was not allowed to survey patrons but could stand outside. On Friday, April
16, 2004 Ms. Leachman surveyed 12 people outside of this theatre, six of
which had heard of the ReStore, ten 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 EERD
staff cuts, no more surveys were conducted at this theatre.
Although "on screen" theatre advertising appeared to be a cost-effective
public outreach tool, its effect on sales at the ReStore was mixed. A '+5.2
percent' increase in sales during the first quarter of 2004 was offset by a
'– 11.6 percent' drop in sales during the second quarter of 2004.
Task 9: Create Database for Habitat for Humanity Advertising and Flyers.
(Matching Services—100 percent complete)
A Senior EERD Analyst in the Resource and Information Section (RIS) was
assigned to work with the Habitat for Humanity on this project. In January
2004, using Dun & Bradstreet and County of Ventura 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 construction oriented businesses
and self-employed contractors to mail flyers and outreach materials too.
Every quarter the EERD will provide the ReStore with a "targeted" database
containing approximately 1,000 business names and addresses for the duration
of the grant. The Habitat's advertising and outreach varies (first quarter
brochures in envelopes, second quarter flyers, third quarter Grand Reopening
packets, fourth quarter Thank You letters). The Habitat prints the outreach
materials and affixes labels to envelopes each quarter; Grant Funds ($270
per quarter) are used to pay for the postage.
Task 10: Update Construction and Demolition Recycling and Reuse Card for
Outreach. (Matching Services—100 percent complete)
This task originally called for EERD staff to create a flyer and provide it
to the Habitat for use during the fourth quarter of 2004 for advertising and
outreach. Graphic artists donated their services to the Habitat for Humanity
on a regular basis, and all brochures and flyers used for the first, second,
and third quarter mailings of 2004 were professionally prepared. During the
third quarter, a special "Grand Reopening" packet was sent to a small number
of contractors that included Building Code Handbooks (paid for with 2004
Grant Funds) and the Construction & Demolition Recycling and Reuse cards.
Since the Habitat's stock of C&D Recycling & Reuse cards was depleted in the
third quarter, they requested that EERD update and print the popular
recycling card, originally created for the 2000 Reuse Assistance Grant,
instead of creating another flyer. With CIWMB approval, EERD staff expended
several hours calling various recycling and reuse businesses in Ventura
County and updating the Construction and Demolition Recycling and Reuse
card. The EERD will reimburse the Habitat for Humanity $300 to offset the
costs of printing 1,000 four-color C&D cards for use in the first quarter of
2005 mailings.
Task 11: Pay for Postage to Mail ReStore's Advertising and Flyers.
(Reimbursable Services—100 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 $1,350 has been
expended, $270 per quarter during 2004 and $270 during the first quarter of
2005. Postage reimbursement has worked out well, providing the Habitat for
Humanity with real flexibility in their advertising strategies which range
from Thank you letters, brochures, Building Code Handbooks, flyers and
advertisements with coupons.
Task 12: Prepare and Process Purchase Order for Eight Weeks of KHAY Radio
Advertising. (Matching Services—100 percent complete)
In August 2004 EERD received CIWMB approval to use grant funds to pay for
radio ads on KHAY, the number one rated country music station in Ventura and
Santa Barbara Counties. The process was seamless; within a week an agreement
was finalized with KHAY for eight weeks of radio ads and matching PSAs
scheduled to run in October and November of 2004. The 60 second
advertisements were written by Habitat for Humanity staff and concluded with
"Paid for by a grant from the California Integrated Waste Management Board."
The radio ads ran twice per hour during AM/PM drive time, prime advertising
hours, from October 1, 2004 to October 14, 2004. Matching 60 second PSAs
were run during the same time frames from October 15, 2004 to October 30,
2004. The second round of Habitat for Humanity advertisements on KHAY ran
from November 1, 2004 to November 12, 2004 with matching PSAs run from
November 14, 2004 to November 28, 2004.
Radio advertising ran during the fourth quarter of 2004. The results were
terrific; gross sales at the ReStore totaled $95,454, an 11.7 percent
increase in sales from the third quarter ($85,399).
Tasks 13: Run Radio Ads for Four Weeks on KHAY Country Music Station.
(Reimbursable Services—100 percent complete)
Sixty-second radio ads ran from October 1, 2004 to October 14, 2004. Free,
matching 60-second PSAs were run from October 15, 2004 to October 30, 2004.
Task 14: Run Radio Ads for Four Weeks on KHAY Country Music Station.
(Reimbursable Services—100 percent complete)
Sixty-second radio ads ran from November 1, 2004 to November 12, 2004. Free,
matching 60-second PSAs ran from November 14, 2004 to November 28, 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 were 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)
With CIWMB approval, EERD ordered ten Building Code books from the County's
Building and Safety Department. A Purchase Order was prepared and EERD
administrative staff worked with Building & Safety staff to process a $50
Journal Voucher payment to pay for ten Building Code handbooks at $5 each.
The Habitat requested these handbooks and will use them to clarify building
specifications and requirements and encourage contractors to use and reuse
building materials. Six of these Code Books were mailed out to selected
contractors in a special "Grand Reopening" packet in August 2004.
Task 20: Purchase Building Code Books and Deliver to Habitat for
Humanity. (Reimbursable Charges—100 percent complete)
Ten County of Ventura 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 were 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 were 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 were picked up by ReStore.
Task 27: Prepare VCMAX Catalogs (Spring, Summer, Fall, Winter 2004) and
Include Print Ads for the RAIN Project, Habitat for Humanity's ReStore, and
Food Share. (Matching Services—100 percent complete)
The Spring 2005 VCMAX catalog was prepared, printed, and mailed by March 31,
2005 so that it could be included in this final summary report.
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 many hours of work with the CCC and
the Ventura Co. 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.
Task 29: Arrange for RAIN Project Volunteer to Work 100 Hours at the
ReStore. (Matching Services—80 percent complete)
Jennifer Smith, the RAIN Project's first volunteer worker, worked at the
ReStore for a total of 40 hours. In accordance with County of Ventura Time
Reporting Requirements, the ReStore's manager monitored the RAIN Project
volunteer's hours and faxed timesheets over weekly with along with time
sheets for the County's Extra Help worker and the City Corps worker. The
second RAIN Project volunteer, Sandra Soria, began working four to six hours
per week on January 21, 2005. By March 31, 2005 she had volunteered 38
hours. The EERD fell short of its projected matching fund contribution from
the RAIN Project volunteers as the program is so successful most of their
clients had paying full-time jobs. The women who volunteered at the ReStore
had small children and child care problems kept them from working more
hours. However, both women were excellent workers and provided a great
service to the ReStore. In addition, both women received excellent training
and have applied for jobs at Home Depot and Target. The RAIN Project
provided transportation to and from the ReStore for both women.
Task 30: Prepare Quarterly and Final reports for the CIWMB. (Matching
Services—100 percent complete)
The EERD's Progress Report 3 was submitted to the CIWMB on January 12, 2005.
An updated Progress Report and a revised February 11, 2005 Work Plan and
Budget accompanied our February 16, 2005 submission of the Grant Payment
Request and Personnel Expenditure Summary reports. The Matching Funds
report, an updated Progress Report and a revised Work Plan and Budget
(February 11, 2005) were submitted to the CIWMB on March 1, 2005.
Task 31: Staff Visits to the ReStore for Duration of the Grant.
(Matching Services—100 percent complete)
Since grant funds have been used to employ two full time workers, and at one
point three full time workers at the ReStore, it was imperative that EERD
staff have a close working relationship with both Habitat for Humanity
management and with the ReStore's manager. In addition to scheduled
bi-weekly visits, myriad issues, usually involving personnel and time
reporting issues, resulted in almost daily phone contact with ReStore
personnel. EERD management, as well as staff, have gone to the ReStore to
work on the database, pick up or drop off outreach materials and VCMAX
catalogs, and meet with the RAIN Project volunteers, the City Corps workers,
and the County's Extra Help employee. Gerard Kapuscik, Manager of the EERD's
Resources and Information Systems section, communicated regularly with the
Habitat's construction manager and Executive Director during a four month
period to assist in the resolution on ongoing permitting issues.
Task 32: Prepare to Hire/Hire a Third Worker for ReStore from City Corps.
(Reimbursable Services—100 percent complete)
This task is tied to Task 4 which originally was to provide $33,865 in grant
funds to pay for two able-bodied workers at the ReStore for the duration of
the grant. When Jeff Leeson, one of two extra-help County employees hired to
work at the ReStore resigned in September 2004, the CIWMB approved the
EERD's request to amend the grant and commence a search to replace him. The
County Human Resource Department's protocols are time-consuming and staff
commenced work to select candidates and set up interview dates. EERD staff
then contacted the Oxnard City Corps, a community based job-training
organization similar to the California Conservation Corps. Several meetings
with City Corps director, Effren Gorre, resulted in the assignment of Mario
Govea to work 40 hours per week at the ReStore from October 25, 2004 to
March 31, 2005. Mr. Govea has been the most pleasant surprise of this grant.
He is incredibly hard-working, bright, friendly, and a real team player. He
has taken a leadership role at ReStore and has encouraged several City Corps
members to volunteer at the ReStore on weekends.
Task 33: Reimburse Habitat $300 for Printing 2,500 Donation/Tax Receipts
for the ReStore. (Reimbursable Services—100 percent complete)
This task is a CIWMB approved amendment to the County's original grant and
utilized available funds in our current budget to offset the cost of
printing these important donation/tax receipts. The ReStore's Tax Donation
slips are provided to everyone that donates material to the ReStore, but
they were designed by EERD staff to assist the County in tracking the city
of origin for all donations, material type, and approximate weight.
Task 34: Pay for Verizon Yellow Page Ad for the Habitat's ReStore.
(Reimbursable Services—100 percent complete)
Task 35: Pay for 80 Hours of City Corps Workers' Time for ReStore.
(Reimbursable Services—100 percent complete)
A second City Corps member was hired to work 80 hours at the ReStore to
assist with merchandise management on the floor of the store, customer
service at front desk, and unloading vehicles at the donation center.
Alexandra Chavez worked at the ReStore from March 14, 2005 to March 25,
2005.
Task 36: Five Percent Department Overhead. (Reimbursable Services—75
percent complete)
To date the County of Ventura has received $20,806.49 in department overhead
from the CIWMB. A final request for reimbursement in the amount of
$12,281.93 is included with this final grant report.
Comments:
The EERD received gross sales data from the Habitat for Humanity's
ReStore for all four quarters in 2004 to help the County gauge the efficacy
of the grant funded theatre and radio advertising campaigns. A major goal of
this grant was to determine a cost-effective way to advertise reuse programs
throughout the county. The ReStore's sales data indicated that on-screen
advertising at movie theatres was not particularly effective. However,
during on-site surveys theatre patrons noted that there was a lot of
information on the screen and a lot of phone numbers, which led the County
to believe that a simple advertisement, with one large phone number and easy
to remember Web site address might actually work! The theatre ads were
inexpensive; they were run before every movie, seven days a week, at for 26
weeks at two multi-screen theatres for $4,365. Radio advertising on KHAY
cost $5,000 for two months of ads that were coupled with matching PSAs and
run during a.m. & p.m. drive time. Sales increased by 11.7 percent while the
radio ads aired.
With financial support garnered from the CIWMB's Reuse Assistance Grant, the
Habitat for Humanity's ReStore has turned an important corner. Although the
letter from Annette Houchin, Executive Director of the Habitat for Humanity
states it more eloquently, with Reuse Assistance Grant funds, and the help
of the Environmental and Energy Resources Division, the ReStore has become
financially viable. Its goal, to make enough money through the ReStore's
operation to pay for two full-time staff members, has been attained. On
March 31, 2005, the final day of all grant funded activities, the Habitat
for Humanity offered full time positions to both of the gentlemen employed
there as part of the Reuse Assistance Grant. The ReStore has not only
expanded its warehouse, it has made many needed improvements to their
operation. They have forged a strong relationship with Radio KHAY, who now
sponsor ongoing PSA's for the ReStore and help them advertise upcoming
events on the radio. Donations of reusable building materials come in
regularly—Ventura County residents and businesses feel good about donating
to, and shopping at, the ReStore, the County of Ventura's premier
construction and demolition materials REUSE store.
Prepared and submitted by Pandee Leachman, Reuse Grant Manager
April 22, 2005
*Permission was obtained from grant recipient to publish project profile.
Back to Top
|
FY
2002/2003 Recipients
| FY 2003/2004
Recipients | Reuse Home
|
