School District Diversion Report 2000: Appendices

Outreach Plan

• Executive Summary
• Outreach Plan Objectives
• Outreach Project Plan
• Food Service Cooperatives
• Purchasing Consortiums
• Relationships of Outreach Target Audiences
• Presentation Template

Executive Summary

The School District Diversion Project 2000 was initiated in part in response to Public Resources Code Section 42621 which requires the CIWMB to implement a source reduction and recycling program for school districts, including:

1. A survey of school districts throughout the state to determine which districts already have source reduction and recycling programs and which districts need those programs.
2. Develop a model waste reduction and recycling program.
3. Provide training on how to implement source reduction and recycling programs.
4. Provide ongoing technical and informational assistance for school districts implementing source reduction and recycling programs.
5. Establish a repository of literature and teaching materials from other states and institutions that have instituted source reduction and recycling programs for their waste stream.
6. Determine the types of equipment needed by school districts to implement source reduction recycling programs.
7. Provide assistance to school districts in locating markets for their reusable or recyclable materials.
8. Disseminate information to school districts on office equipment and other items which are made from recycled materials and which are available for purchase by school districts.

The outreach plan is the lead component in a strategy to educate, motivate, and train school officials with respect to waste reduction program implementation. The plan accomplishes this by reaching school officials at the least cost through statewide school-related organizations. These efforts, when coordinated with the technical support of the CIWMB and local jurisdictions to school districts (see the Appendices for the School District Diversion Project Training Plan), complete a strategy for implementing waste reduction programs in school districts.

The following school-related associations are the primary target audiences of this outreach plan:

• California School Boards Association
• Association of California School Administrators
• California Association of School Business Officials
• California State Parent Teacher Association

The outreach plan applies a top-down approach, communicating with school officials that have the authority to adopt, implement and advocate waste reduction policies. In addition to the primary target associations specified above, other school-related organizations have been identified in the outreach plan, and outreach efforts toward these additional target audiences are recommended as personnel resources and budget permit.

In addition, the School District Diversion Project training plan includes training for the CIWMB’s Office of Local Assistance (OLA) staff, who will then train local jurisdiction staff to provide technical assistance to school districts implementing and maintaining waste reduction programs.

The outreach plan does not specifically target students, curriculum, or programs designed to reach students, as such efforts are accomplished through the Office of Integrated Education. The outreach plan is specifically designed to target school district administration, associations, and organizations that develop and implement school district policy and procedures.

The outreach plan will be implemented, coordinated, supervised, and refined by the OLA and will include information regarding all of the relevant school-related CIWMB waste reduction programs.

Outreach will be accomplished by educating and influencing the membership of the specified school-related associations and organizations at the regional and statewide levels. Outreach will convey the value and benefits of implementing district-wide waste reduction programs. Outreach will consist of presentations, workshops, dissemination of information, and the provision of ongoing technical and informational assistance.

Outreach Services will include a variety of tasks and strategies to:

• Present the value and benefit of proposed policies and procedures that institutionalize waste reduction strategies.
• Provide training to OLA staff. OLA staff will train local jurisdictions to provide ongoing technical assistance to school districts with respect to implementation of waste reduction and "green" procurement programs.
• Provide school waste reduction information on the CIWMB web site, a comprehensive resource designed to assist school districts in implementing proposed waste reduction policies and programs.

The CIWMB currently provides waste reduction program information to schools through several different CIWMB program areas (e.g., OLA, Office of Integrated Education, Green Building Program, Organic Materials Management). OLA staff serves as the liaison between each of the CIWMB program areas and local jurisdictions, including school districts. OLA staff works with local jurisdictions to provide technical assistance to school districts with respect to waste reduction program implementation. As needed, OLA staff works with the applicable staff from the different CIWMB program areas to provide the needed information and assistance. There is presently, however, no "one stop shopping" for school district waste reduction program information. In addition, the current approach is not comprehensive in that it does not provide for all of the outreach requirements specified by legislature. Through development of a comprehensive outreach and training plan, OLA staff can more efficiently and effectively provide technical assistance from the various CIWMB program areas relating to school district waste reduction programs.

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Outreach Plan Objectives

1. Educate school districts on the value and benefits of establishing district-wide waste reduction and "green" procurement policies.
2. Encourage school districts to adopt district-wide waste reduction and "green" procurement policies.
3. Establish collaboration between CIWMB business areas currently providing information and/or assistance relating to school districts through OLA.
4. Establish collaboration between other State agencies (e.g., Department of Pesticide Regulations, Department of Conservation, California Department of Education, etc.) currently providing information and/or assistance relating to school districts through OLA.
5. Formalize outreach and training objectives for the specified school-related associations and organizations.
6. Develop an outreach plan to reach specified target audiences.
7. Identify the goals and objectives of the target audiences to develop and present an effective message.
8. Prepare a template that may be used as a guideline for making presentations to associations.
9. Develop a training plan to educate OLA staff and local jurisdictions to better assist school districts in achieving the benefits of waste reduction and green procurement programs.
10. In collaboration with local jurisdictions, provide ongoing technical and informational assistance to school districts implementing waste reduction and green procurement programs.

Outreach Project Plan

Approach

The target audience was selected in order to focus outreach efforts in a top-down approach. The goals and objectives of the outreach plan will be presented to elected school board members, superintendents, business officials, administrators, and principals through their related organizations and associations.

This outreach plan includes two specific components:

• Advocacy of the adoption of waste reduction and green procurement policies at the elected official and superintendent level.
• Development of guidelines with which administrators can implement waste reduction and green procurement programs.

This approach will allow solicitation of the outreach plan benefits at a high-level, in order to gain the necessary visibility and sponsorship to accomplish the specified objectives. Advocacy and influence at a high level is necessary to establish policy and develop the administrative procedures to institutionalize effective waste reduction strategies at the district and school levels.

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Audiences

There are three different levels of school-related entities that are recommended for outreach efforts. Contact with each of the three levels will be based upon the resources allotted to the outreach effort. The outreach plan will initially target Level 1, a very select target audience, in order to best focus CIWMB resources. After successful delivery and implementation of the specified outreach objectives to the Level 1 associations, the scope may be expanded to include Levels 2 and 3, a more comprehensive target audience, as described below.

Level 1: The following target groups are recommended for the initial and most substantial efforts.

• California School Boards Associations (CSBA)--Executive Director: Davis Campbell
  This is the professional organization for school board members throughout the state. Membership includes board members as well as superintendents and assistant superintendents. CSBA conducts regional activities at the county level. This association also conducts an annual conference in January covering a variety of topics of interest to school leadership.
• Association of California School Administrators (ACSA)--Executive Director: Bob Wells
  This is the professional organization for certificated administrators including principals, directors, assistant superintendents and superintendents. The state organization is divided into 18 sub-regions with field representatives that provide assistance and in-services to the local regions. ACSA also conducts a variety of workshop activities throughout the year and has an annual conference in April.
• California Association of School Business Officials (CASBO)--Executive Director: Kevin Gordon
  This is the professional organization for classified administrators including directors, assistant superintendents and, sometimes, superintendents. The state organization is divided into regional sections and maintains a variety of research and development committees. Included in the research committees are such topics as facilities, maintenance and operations, and purchasing and transportation. CASBO also conducts several workshops throughout the year in both the southern and northern California regions. The CASBO annual conference is held in April.
• California State Parent Teacher Association (PTA)
  V.P. Community Relations: Linda Mayo, (213) 620-1100, x304
  The California State PTA is a branch of the National PTA with over one million members. The state organization is divided into several geographical districts representing individual units. The objectives of PTA include promoting the welfare of children and developing between educators and the general public such united efforts as will secure for all children and youth the highest advantages in physical, mental, social and spiritual education. The state organization cooperates with other groups and organizations working for youth; interprets and implements policies, programs, and projects; and conducts an annual convention for all members.

Level 2: Many of the following target groups are also members in one or more of the primary groups.

• California Association of Public Purchasing Officers (CAPPO)
  Executive Assistant: Marvin Sanders, (209) 835-7480
  This is the professional organization for public purchasing officers. Its membership includes cities, counties, and school districts, as well as special districts. There is no executive director but rather a board of directors and an executive assistant. Throughout the state, CAPPO members have formed local area groups of purchasers. These "Satellite Groups" are managed by volunteer members from each geographical area. This association generally meets monthly for informative programs and to share ideas. The CAPPO annual conference is generally held in January.
• California School Food Service Associations (CSFSA)
  Executive Director: Janine Newell, (818) 842-3040
  This is the professional organization for school food service managers in the state. The association provides educational programs, supports legislative efforts and promotes community awareness about the food service programs. The association maintains area coordinators as well as standing committees. There is a southern and northern section of the statewide organization. The CSFSA annual conference is held in April.
• California Association of School Transportation Officials (CASTO)
  President: Larry Laxson, (661) 852-5900
  This is a professional organization for bus drivers, mechanics and directors of the transportation departments in school districts. The organization is governed by a board of directors and a president, rather than an executive director. There are 20 chapters or sections of the organization throughout the state. The CASTO annual conference is held in April.
• California County Superintendents Educational Services Association (CCSESA)
  Executive Director: Glen Thomas, (916) 448-4808
  The California County Superintendents Educational Services Association comprises the county superintendents of each of the 58 counties in California and their associated offices. The county superintendent’s office serves as intermediary between the state and local school districts within each county. The association is organized around five statewide committees and two committees that carry out and coordinate a variety of functions. CCSESA meets four times a year and has an annual conference in March.
• Coalition for Adequate School Housing (CASH)
  Executive Director: Jim Murdoch, (916) 448-8577
  The CASH organization consists of school administrators, architects, builders, legal firms, and many others who have an interest in the state school-building program. Their focus is on all aspects of school facilities including energy and conservation matters. The coalition conducts a spring and fall conference as well as an annual conference in March.
• Food Service Cooperatives
• Purchasing Consortiums

Level 3: The following target groups should be used primarily for dissemination of information. They reach a fairly large audience of school personnel.

• School Services of California--President: Ron Bennett
  School Services of California is a private firm that has served California school districts in meeting their management, governance, and fiscal responsibilities for the past 26 years. The firm has played an integral role in the development and implementation of education policy at both the state and local levels. They conduct workshops and seminars throughout the year and conduct major conferences in January and July based upon the impact of the State budget on education.
• EdSource
  Executive Director: Trish Williams, (650) 857-9604
  EdSource is an independent, impartial, not-for-profit organization, whose mission is to clarify complex education issues and to promote thoughtful decisions about public school improvement. EdSource distributes a wide range of publications dealing with public education policy issues and events. The organization also conducts an annual forum open to the public and held each spring in both northern and southern California on current school reform issues.

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Activities and Tools Matrix

The following table lists the Level 1, 2 and 3 audiences along with the basic activities and tools to be used to influence each. The outreach plan in this section describes the detailed approach and tasks for reaching the Level 1 audience.

Table 1: Audiences and activities/tools for Levels 1-3.

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Table 2: Outreach plan with a brief description of the major tasks, subtasks, and proposed resources and participants for each subtask.

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Food Service Cooperatives

The following is the list of contacts for food cooperatives participating in the Food Distribution Program.

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Purchasing Consortiums

North San Diego County Consortium
Contact: Donna Caperton
(760) 753-6491, x5590

High Desert Purchasing Professional Association (HiDeppa) Consortium
Contact: Tony Wardell
(760) 255-6272

Sacramento Joint Powers Purchasing Group
Contact: Tom Adams
(916) 228-2370

CASBO Purchasing R&D Committee
Contact: Ramona Vasquez-Hill (Chair)
Rialto Unified School District
(909) 820-6863

El Dorado Coordinated Pool
Contact: Sue Ellen
El Dorado County Office of Education
(530) 295-2240

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Relationships of Outreach Target Audiences

The following is a graphical depiction of the relationship between the three target audiences, CIWMB, and local jurisdictions.

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Presentation Template

Type of Presentation:  Workshop  Presentation

Title:

Length:

Objectives: The items you hope the audience will take action on.

Target Audience: By position (i.e., Board Member, Superintendent), School Size (i.e., small, medium, large), School location (i.e., Rural, Suburban, Urban, North, Central, South).

Supporting and/or Visual Reinforcement: Handouts, overheads, PowerPoint presentation, etc.

Related Policies:

Description of Model Program/Policy/Project/Strategy/Discussion:

Presentation Format:

I. Icebreaker (2 minutes) Interesting fact, current event, etc.

II. Introduction (5 minutes)

1. Introduce yourself by name and, if beneficial, describe your background briefly
2. State clearly, SIMPLY, and BRIEFLY the objectives of the presentation
3. Specify the related program / policy / project / strategy
4. Specify the desired result or action to be taken by the target audience

III. Main Objective 1 (10 minutes)

1. Describe why the objective is important
2. Describe the step necessary to achieve the objective
3. Describe how to determine when the objective has been met
4. Describe how the objective is a part of the overall strategy being described

IV. Main Objective 2 (10 minutes)

V. Main Objective 3 (10 minutes)

VI. Closing (5 minutes)

1. Summarize all main points and tie together
2. Reiterate desired result or action

VII. Question and Answer (15 minutes)

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Last updated: September 18, 2008