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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)
The County's Accounting Department, Public Works Agency (PWA)—CSD
Fiscal Services, bills every PWA 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 $4,000 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 they 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 required pursuant to the
County’s cost recovery policies.
Task 4: Employ Two County "Extra-Help" Employees to Work at the
ReStore from April 21, 2004 to March 31, 2005. (Reimbursable Services—75
percent complete)
The County's two Extra Help employees began work at the ReStore on their
scheduled 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 ReStore's manager, Stefanie
Varella, faxes over the projected working hours for Collins every Tuesday
morning. These time sheet projections are signed by both the employee and
the ReStore manager. If an employee leaves work early or calls out sick
during the projected reporting period, Ms. Varella is required to notify
EERD by phone and immediately fax over an amended timesheet—noting
the change to the hours previously reported as worked. Time sheets for Extra
Help employees are prepared by an EERD manager; official county payroll is
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 11:00 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 us 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 County's ads an
extra day at this theatre to compensate the County for this problem. ReStore
sales data during the first quarter of 2004, when the ads ran at this
theatre, showed a 5.2 percent increase in sales.
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 worked with our advertising representative while the County's ads ran
at the Century 10 cinema 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 would call Ms. Leachman after a QA/QC
visit to advise if there were problems or if things were running smoothly.
ReStore sales data during the second quarter of 2004, when these ads ran at
this theatre, indicated a 11.6 percent drop in sales.
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 ten 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, Ms. 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 Ms. Varella noted that
after the theatre ads began running, about one-third of their customers said
"At the movies." Ms. Varella 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 Century 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, 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 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 negligible. 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 & 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 donate 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 and Demolition Recycling and Reuse cards.
Since the Habitat's stock of C&D Recycling and 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 C&D 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—75 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 $1,080 has been
expended, $270 for the first, second, third, and fourth quarters of 2004.
Postage reimbursement has worked out well, providing the Habitat for
Humanity with real flexibility in their advertising strategies.
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, a 12 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 and 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 & 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—75 percent complete)
The EERD prepared and mailed two VCMAX quarterly catalogs during the third
and fourth quarters of 2004. Prior to the closure of the Reuse Assistance
Grant in May 2005, the Spring 2005 VCMAX will be prepared and mailing
commenced during the first week in April 2005.
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 volunteered her
services 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 it over weekly with the Extra Help
workers time sheets. The second RAIN Project volunteer, Sandra Soria, began
working four to six hours per week on January 21, 2005. It is expected that
by March 31, 2005 she will have worked 50 hours. EERD now estimates that we
will have accrued 90 hours in matching funds activities at the time the
grant closes, and has amended the Work Plan and Budget at Task 29 to reflect
a ten hour reduction of volunteer time. The ReStore's manager, Ms. Varella,
states that Jennifer and Sandra are punctual and hard-working. Both women
have received training in data entry, cash register and customer service,
scheduling pickup appointments, and merchandise set up. It is hoped this
training will assist them in securing paying jobs at Home Depot or Target in
the near future. The RAIN Project provides transportation to and from the
ReStore.
Task 30: Prepare Quarterly and Final reports for the CIWMB. (Matching
Services—80 percent complete)
The January 15, 2005 report was submitted on time and represented the EERD’s
third Progress Report. This Progress Report and a revised Work Plan and
Budget (February 11, 2005) will accompany the County's February 16, 2005
submission of the Grant Payment Request and Personnel Expenditure Summary
reports. The Matching Funds report, Progress Report, and revised Work Plan
and Budget (February 11, 2005) will be submitted no later than February 28,
2005.
Task 31: Staff Visits to the ReStore for Duration of the Grant.
(Matching Services—80 percent complete)
EERD staff interfaces with the ReStore's manager, Ms. Varella, on an almost
daily basis. A myriad of issues have arisen requiring a close working
relationship. Weekly site visits are unscheduled, and used as opportunities
to pick up or drop off materials, catalogs, and interface with the RAIN
Project volunteer, the City Corps worker, and the County's Extra Help
employee. Gerard Kapuscik, manager of the EERD's Resource Information
Section has scheduled several site visits to work with Habitat's
construction manager, Daryl Yankee, and Habitat's Executive Director,
Annette Houchin, on various permitting issues.
Task 32: Prepare to Hire/Hire a Third Worker for ReStore from City Corps.
(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, 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. (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 them in tracking the city of
origin for all donations, material type, and approximate weight.
Task 34: Five Percent Department Overhead. (28 percent complete)
To date the County has received $680.70 in department overhead.
Anticipated Accomplishments for the Reuse Assistance Grant from January
1, 2005 to May 1, 2005
Task 4: The County of Ventura Extra Help employee and the City Corps
member hired to work at the Habitat for Humanity's ReStore will complete
their job assignments on March 31, 2005.
Task 11: A final reimbursement payment of $270 will be made to the Habitat
for Humanity to reimburse them for postage for the first quarter of 2005.
Task 27: EERD will prepare and mail out the Spring 2005 VCMAX publication by
the first week in April 2005. This publication will include ads for the RAIN
Project, Habitat for Humanity's ReStore, and Food Share.
Task 29: The RAIN Project will have provided 90 hours of volunteer time at
the ReStore. This is a reduction of 10 hours from our 100 hour projection in
the original budget. Child care problems have made it difficult for the
volunteers to work as many hours as they had hoped. The ReStore set a value
on the volunteer’s time of $9 per hour for a total of $810 in matching
funds.
Task 30: EERD staff will prepare and submit our second Reimbursement and
Matching Funds reports by February 28, 2005. The final grant report,
including final Grant Payment Request reports and Personnel Expenditure
Summaries, will be submitted by the May 1, 2005 due date.
Task 31: EERD staff will continue to speak to Habitat staff on a regular
basis and make weekly site visits to the ReStore. The EERD requested that
the ReStore provide the County with gross sales data reflective of all four
sales quarters in 2004 to assist them in their efforts to gauge the efficacy
of the KHAY radio ads. This data showed a 12 percent increase in gross sales
at the ReStore during the fourth quarter of 2004 when the KHAY radio ads
were run. Most importantly, this data enabled us to substantiate a whopping
20 percent increase in sales at the ReStore from the fourth quarter of 2003,
when the CIWMB Reuse Grant commenced, and the fourth quarter of 2004. The
EERD is extremely proud of these results.
Prepared and submitted by Pandee Leachman, Reuse Grant Manager
February 17, 2005
*Permission was obtained from grant recipient to publish project profile.
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