Communication Strategy 3 by HC121104154258

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                Communication Strategy
                  and Outreach Plan
                                   2003–2004
Office of Public Affairs




                       Zero Waste – You Make It Happen
                           Reduce, Reuse, Recycle




                 Prepared by the Office of Public Affairs




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                                               Table of Contents
    I. Introduction ........................................................................................................................... 1

   II. Goals and Mission ..........................................................................................................32222

  III. Communication Strategy ................................................................................................53333

  IV. Current Outreach ................................................................................................................. 95

   V. Resources ......................................................................................................................106666

  VI. Conclusion ....................................................................................................................186667

 VII. Proposals.......................................................................................................................187777




                                                       Appendices
   A. Strategic Plan Goals..............................................................................................3115151515

   B. Existing OPA Efforts ............................................................................................3216161616




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I. Introduction

For the California Integrated Waste Management Board to meet future goals and
mandates, public awareness and acceptance is essential required. A communication plan
and outreach strategy that fosters such a consensus is a vital component of future
successes and accomplishments. More than simply a collection of decisions about
themes, messages, and tools, a communications strategy focuses the responsibilities of
the organization. Focused communication efforts help constituents understand clearly
what is being communicated, how they benefit and how they can help to them and by
whom.

The Board’s Office of Public Affairs (OPA) recommends a new communication
strategy/plan as the public relations/education infrastructure with which to achieve future
resource management goals that protect the public health and environmental safety.


What is a Communication Strategy?

    It is a map with which to navigate the sea of public opinion.
     It is a tool to connect the Board’s Strategic Plan goals (see Appendix A) with its
         mission to educate the public about environmental issues and resource
         conservation.
     It creates and reinforces close ties with division programs to support the direction
         of the Board.
     In partnership with the Board’s many audiences and constituents, it is a business
         plan that will lead to a cleaner, California today and a safer, more resource-
         efficient California tomorrow.

This plan strategy is not the daily operational manual for communications at the Board;
rather, it represents an overall view of our desire for deep interconnectivity between all
Board programs with a consistent themesingular logo, a singular look, and a singular
brand. The purpose of the plan is to assist the Board in achieving newly defined strategic
goals through effective communication with to government, businesses, and consumers
using all avenues of communication methods and /-outreach opportunities.
, as well as print, broadcast, and electronic media.



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Changing Realities

One of the most significant new factsrealities facing the agency Board is the reality that it
has progressed beyond its original mandate and mission—the Integrated Waste
Management Act of 1989. Because of the hard work of Board staff and the tremendous
successes of the Board’s programs, California has achieved an overall diversion rate of
48% percent, one of the highest diversion rates in the nation.

That in no way means our work is done. What seemed like a lofty goal in 1989 must
now be looked at as a springboard for future successes as we enter the 21st Century.
With some jurisdictions reporting diversion rates as high as 90% percent, we know that
as a state we can and must do better. As the population of California continues to grow,
so does the problem of how to manage the inevitable by-products of that growth with the
reality of diminishing landfill capacity.

This plan offers up a new rallying cry—“Zero Waste, You Make It Happen”—as the
public relations springboard to help carry the Board to new levels of public service in the
21st 21st Century.



Charting Our Course
A clear, steady course is needed in order for the Board to maintain and build upon its
outstanding commitment to public service and environmental protection.

In our work to increase awareness about resource conservation, as well as the protection
of public health, safety, and the environment, we are competing with many demands
upon the time and attention of our varied audiences. Effective, unified, and coordinated
communication therefore is critical to meeting the goals and mission of the Board.




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 That commitment has been met and exceeded for more than a decade, measured in part
by the achievement of one of the highest waste diversion rates in the nation, a statewide
average of 48 percent last year.

This communication plan acknowledges the accomplishments and hard work of the
Board’s many programs and personnel since the inception of the Integrated Waste
Management Act gave new direction and purpose to our organization thirteen 13 years
ago. We have achieved landmark change in California, taking the state to a new level of
environmental commitment and resource conservation.

To reach the next evolution level of resource management—Zero Waste—this
communication plan seeks to:
    Make the most of existing resources.;
    Foster positive working partnerships—both internally and externally.; and
    Direct consistent, unified, coordinated messages to our various audiences.




II. Goals and Mission
The objective of this communication plan strategy is to create an aggressive, cost-
efficient effective campaign that will serve to strengthen the identity of programs under
the Board’s authorityidentity, unify its outreach efforts, continue to educate California
residents and businesses, and showcase California’s waste prevention and diversion
efforts and successes.

The California Integrated Waste Management Board has two primary roles—protecting
public health and safety and the environment through oversight of solid waste facilities,
and spearheading California’s waste diversion efforts. As part of the California
Environmental Protection Agency, we are the State’s primary recycling agency.

With divisions dedicated to landfill safety, waste prevention and market development, the        Formatted

management management of ingof special wastes (such as used oil and tires), and
assistance into g local governments in assistance to meeting waste diversion mandates,


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the Board has broad responsibilities. to a wide range of Californians. Our programs
touch affect every resident of this state, every business owner, every school child, every
industry, and every municipality of this state.




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Strategic Plan: The Big Picture
In its 2001 Strategic Plan, the Board set priorities for the next five to 10 ten years,
emphasizing:
     Market development.
     Education and public participation.
     Public health and safety.
     Environmental justice, and.
     Setting long-term sights on a Zero Waste philosophy.
     Place an emphasis on the purchase of recycled content products.                             Formatted: Bullets and Numbering




III. Communication Strategy Need for Focused

Communication

In our work to increase awareness about resource

conservation, as well as the protection of public

health, safety, and the environment, we are

competing with many demands upon the time and

attention of our varied audiences. Effective, unified,

and coordinated communication therefore becomes

critical to meeting the goals and mission of the

Board.


If our messages and marketing efforts are broad and not interrelated, or they are focused
but exclusionary of the larger relationship to the Board, we are losingmiss opportunities



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to positively impact our targeted audiences. The Board is fortunate to be strong in
program integrity and dedicated staff who believe in what they do and how they serve the
people of California. Harnessing these strengths in a fast-changing world to promote the
larger issues facing the Board is key to continued success on the road to Zero Waste.


III. Situation Analysis
The state’s vigorous diversion infrastructure is testament to the success of the Board’s
past concentrated outreach efforts to cities and counties over the past several years. Now,
as the Board completes its review of year 2000 compliance efforts with Public Resources
Code 41780 by 445 jurisdictions, some are asking: What’s next?


Board Survey Sets Communication Goals
In June 2002, the Office of Public Affairs and the Robb Group surveyed Board Members’
perspectives and opinions about the need for, and direction of, future communications. In
general, Board Mmembers were in agreement on two interrelated themes:
    1. Market development, and.
    2. Buying recycled-content products.

Members agreed that emphasis on expanding the use of post-consumer postconsumer
secondary materials in new products and increasing both institutional and consumer
demand for those products is needed. A summary of the Board Member interviews
prepared by the Robb Group is included as Appendix A.


Program Branding Focus
Several market-based programs at the Board currently support our market development
goal, including the Recycled Product Trade Show, State Agency Buy Recycled
Campaign, the Web-based recycled-content product database and RecycleStore Web site,
as well as the Recycling Market Development Zone and loan programs, and green
building efforts. In the past, Board programs such as CalMAX, WRAP, and the Used
used Oil oil program have established strong identities.


Allocating Resources




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With the strong program branding comes independent resource allocation. Individual
programs often develop and implement their own communication and outreach efforts.
For instance, ufunding for used oil program public awareness and advertising efforts has
traditionally been allocated in an annual expenditure plan reviewed and recommended to
the Board by its Market Development and Special Waste Committee (now the Special
Waste Committee). This committee has also formulated the Board’s five-year tire plan,
which identifies tire fund expenditures for communication and outreach activities. Other
programs receive support from the Used used Oil oil and Tire tire Recycling recycling
funds through these annual allocations and the contract concept process.


    Problem: Uncoordinated CommunicationIssue:
    Public information and advertising expenditures—in dollars and human resources—
    are allocated by the Board on a program-specific basis, resulting in the expenditure of
    significant resources annually, without the benefit of a coordinated analysis of these
    resources.


    Solution: Communication Oversightpportunity:
    A systematic review of all Board outreach programs wcould identify opportunities for
    internal cooperative marketing activities and efficiencies, and insure consistent and
    uniform branding of these efforts across all programs.

The Board’s new Education Outreach and Public Outreach Education Committee will
discuss and provide recommendations on a variety of Board-wide outreach agenda items.
Outreach does not begin or end with OPA; it includes a wide range of efforts across the
Board that must be coordinated with precision and consistency. As the Board’s new “eyes
and ears” on communication activities, the Committee is positioned to provide guidance
on the overall coordination and use of the Board’s outreach resources.

OPA convenedhas initiated the Marketing Task Force to help guide the content, timing,
integration and consistency of all messages generated by Board programs. The task
force—which includes representatives from each of the Board’s program divisions—held
an initial meeting on April 1, 2003, and will meet quarterly to address communication
issues with the goals of promoting efficient use of resources; avoiding duplication of
effort in outreach, travel, and printing budgets; and reinforcing appropriate identity
standards.



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This communication strategy recommends a number of new, high-visibility advertising
and communication efforts commensurate with available funding and staffing resources.
OPA proposes to fully integrate this strategy into ongoing efforts, which include, but are
not limited to:
     News/media contact.                                                                     Formatted: Bullets and Numbering

     Public relations activities.
     Board member communication and speech preparation.
     Oversight of the Board’s Web site.
     Review and editorial services for all board publications.
     Design and distribution of Board publications.
     Development and coordination of media events.
     Marketing and promotion of Board-sponsored programs.
     Coordination of exhibits and exhibitor services for trade shows and conferences.
     Video documentation of Board-sponsored events.




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       Production and development of broadcast quality videos and video news releases
        (VNR).
       Development and coordination of videoconferencing capabilities.


IV. Current Outreach
Recycled Product Market Development
Several market-based programs at the Board currently support our market development
goal, including the Recycled Product Trade Show, State Agency Buy Recycled
Campaign, the Web-based recycled-content product database and RecycleStore Web site,
as well as the Recycling Market Development Zone and loan programs, and green
building efforts. In the past, Board programs such as CalMAX, WRAP, and the used oil
program have established strong identities.


Trade Shows and Conventions
Attendance at and coordination of trade shows and conventions are other existing
services provided by OPA. This communication plan recommends, where feasible and in
keeping with budget requirements, that the Board continue to have a presence at major
events as part of an overall marketing effort and to promote public education. For
example, OPA will maintain its close collaboration with the Board’s buy recycled staff to
attract other industries to the annual Recycled Product Trade Show.


Outreach Support
To provide better outreach, OPA has expanded cooperative efforts with local
governments, waste companies, and others who staff booths at their local county fairs and
trade shows, providing materials and information to spread the word about the Board’s
mission. Pre-packaged boxes of literature are sent when Board staff is not available to
attend an event; local exhibitors then distribute the materials. OPA will continue to ship
these “outreach-in-a-box” kits throughout California and especially to Southern
California. Soon we will be adding new educational and technical resources Web pages
to assist venues, events managers and local governments in developing waste diversion
and recycling programs at venues and special events.




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Award Programs That Promote the Board’s Mission and Goals
The Board offers a number of annual award programs that promote our mission and
goals. These award programs recognize various constituents and stakeholders, such as
schools, nonprofit organizations, businesses, State agencies, and local governments.

    CalMAX (California Materials Exchange Program)—honors materials exchange
       efforts by schools, businesses, and nonprofit organizations.
     WRAP (Waste Reduction Awards Program)—honors California businesses for
       exemplary waste reduction efforts in the workplace.
     STARR (State Agency Recycling Recognition)—honors State agencies for
       reducing waste, recycling, reusing materials, and buying recycled-content
       products.


IV. Resources
Programs Are the Backbone
Of the Board’s many strengths, its personnel staff ranks first—-for their vision, for their
commitment to environmental protection, and for their ongoing dedication to making the
Board’s services and programs available to stakeholders and constituents throughout
California. Without doubt, the Board’s reputation for customer service and accessibility
rests on the successful efforts of its employees, at every level of the organization.

Whether it’s cleaning up an illegal dumpsite, making a business loan to an innovative
manufacturer, approving a playground grant that uses old tires, or inspecting a landfill for
environmental compliance,- implementing the Board’s long-term goal of achieving Zero
Waste, and meeting the priorities of the its Strategic Plan, will continue to unfold through
the day-to-day work being accomplished in our divisions and program areas.


OPA Communication Consultants
The Board’s Office of Public Affairs (OPA) is a resource available to all Board
employees of the Board, at all levels of the organization. For any project involving
communication issues or needs—internal or external—OPA provides assistance to
promote the Board’s programs and objectives.


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The Office of Public Affairs has a staff of specialists with expertise in all aspects of
communications work:
    Media relations
    Video production
    Graphic design
    Copy writing and editing
    Publications and printing
    Outreach and community relations
    Web design and content oversight

Issue:
OPA handles media inquiries, oversees the design and printing of Board publications, and
manages content of the Board’s Web site. These are all areas where the office’s role has
been clearly established.

Opportunity:
In other areas, where consistency remains equally important—such as the design and
production of advertising and promotional materials, and advanced planning of public
outreach activities—program staff does not uniformly seek OPA’s involvement. We have
an opportunity to promote increased internal coordination and access to OPA’s
consulting services to maximize the Board’s resources..


Outreach: Trade Shows and Conventions
Attendance at and coordination of trade shows and conventions are other existing
services provided by OPA. This communication plan recommends, where feasible and in
keeping with budget requirements, that the Board continue to have a presence at major
events as part of an overall marketing effort and to promote public education. For
example, OPA will maintain its close collaboration with the Board’s buy recycled staff to
attract other industries to the annual Recycled Product Trade Show.


Outreach Support
To provide better outreach, OPA has expanded cooperative efforts with local
governments, waste companies, and others who staff booths at their local county fairs and
trade shows, providing materials and information to spread the word about the Board’s



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mission. Pre-packaged boxes of literature are sent when Board staff is not available to
attend an event; local exhibitors then distribute the materials. OPA will continue to ship
these “outreach- in- a- box” kits throughout California and especially to southern
Southern California.


New Communication Oversight
The Board’s new Outreach and Public Education Committee, chaired by Board Member
Cheryl Peace, will discuss and provide recommendations on a variety of board-wide
outreach agenda items. Outreach does not begin or end with OPA; it includes a wide
range of efforts across the Bboard that must be coordinated with precision and
consistency. As the Board’s new “eyes and ears” on communication activities, the
Committee is positioned to provide guidance on the overall coordination and use of the
Board’s outreach resources.


Integration with Existing Efforts
This communication strategy recommends a number of new, high-visibility advertising
and communication efforts commensurate with available funding and staffing resources.
OPA proposes to fully integrateing this strategy into existing and ongoing efforts, which
include, but are not limited to:
    News/media contact.                                                                       Formatted: Bullets and Numbering

    Public relations activities.
    Board member communication and speech preparation.
    Oversight of the Board’s Web site.
    Review and editorial services for all board publications.
    Design and distribution of Board publications.
    Development and coordination of media events.
    Marketing and promotion of Board-sponsored programs.



    Coordination of exhibits and exhibitor services for trade shows and conferences.
    Video documentation of Board-sponsored events.
    Production and development of broadcast quality videos and video news releases
       (VNR).
    Development and coordination of videoconferencing capabilities.




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A matrix of current and planned OPA efforts, identifying the activity and the end users,
appears on the next two pages. End users include OPA, Board leadership (Exec.),
external constituents (Web), and all Board staff (BdNet).




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Existing OPA Efforts
Media Tracking                            Marketing
Printed News Clips Collected              Articles - By Board Staff
News Clips - Automatic Weekly Email to    Articles - By Board Members
Board Members & Ex. Staff                 Articles - OPA (Editorials)
                                          Articles- Automatic Weekly Email to
Broadcast - Radio News                    Board Members & Ex. Staff
Broadcast - TV News
Video Clips - Automatic Weekly Email to   Board Sponsored Events
Board Members & Ex. Staff                 Board Sponsored Conferences
                                          Board Sponsored Workshops
Video - PSA (:10/:30/:60 spot)            Advertising - Image/Board
Video - Training Workshop                 Advertising - Program Specific (by
Video - Educational                       program & comprehensive search)
Video - Automatic Weekly Email to         Approval Process Tracking
Board Members & Ex. Staff
                                          Partnerships
Speech/Talking Points (post event)        Environmental Groups
PowerPoint Presentations (post event)     Local Jurisdictions
Photo Archive - Digital Images (ongoing   Industry
by subject matter)

Press Events - Program Promotion




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Publications Tracking                          Editorial Services
Fact Sheets                                    Editorial Services
Brochures                                      Approval Process Tracking
Posters
Other                                          Graphics Tracking
                                               Design Jobs
Outreach Tracking                              Printing Jobs
Premiums                                       Custom Art (referenced to publication
Publications for Outreach Events               number and by subject)
Events - Internal Sponsorship                  Approval Process Tracking
Events - External Sponsorship
Event Requests - Staffed                       Ombudsman Services
Event Requests - Unstaffed                     Incoming Requests
All Event Requests
                                               Small Business Liaison Services
                                               Incoming Requests



Media Tracking
Printed News Clips Collected
News Clips - Automatic Weekly Email to Board Members & Ex.
Staff

Broadcast - Radio News
Broadcast - TV News
Video Clips - Automatic Weekly Email to Board Members & Ex.
Staff

Video - PSA (:10/:30/:60 spot)
Video - Training Workshop
Video - Educational
Video - Automatic Weekly Email to Board Members & Ex. Staff

Speech/Talking Points (post event)
PowerPoint Presentations (post event)
Photo Archive - Digital Images (ongoing by subject matter)

Press Events - Program Promotion



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Marketing
Articles - By Board Staff
Articles - By Board Members
Articles - OPA (Editorials)
Articles- Automatic Weekly Email to Board Members & Ex. Staff

Board Sponsored Events
Board Sponsored Conferences
Board Sponsored Workshops

Advertising - Image/Board
Advertising - Program Specific (by program & comprehensive
search)
Approval Process Tracking

Partnerships
Environmental Groups
Local Jurisdictions
Industry

Publications Tracking
Fact Sheets
Brochures
Posters
Other

Outreach Tracking
Premiums
Publications for Outreach Events
Events - Internal Sponsorship
Events - External Sponsorship
Event Requests - Staffed
Event Requests - Unstaffed
All Event Requests

Editorial Services
Editorial Services
Approval Process Tracking

Graphics Tracking
Design Jobs



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Printing Jobs
Custom Art (referenced to publication number and by subject)
Approval Process Tracking

Ombudsman Services
Incoming Requests

Small Business Liaison Services
Incoming Requests




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VI. StrategyVI. Conclusion
The strategy is simple. The Board must Uunify and coordinate all Boardof its programs
messages with a single theme, “Zero Waste, You Make It Happen”..” OPA must ensure
that every division is a part of that theme. By doing so, the Board will improve the
effectiveness of each program’s discreet message. Program messages will benefit each
other through the overlap, thus increasing both the effective reach and breadth of each
message. All informational publications produced by OPA will display the Board logo
and Zero Waste theme on the front.

OPA recommends developing an inventory of program-level advertising and public
awareness efforts. With assistance from OPA, program divisions would identify
successful marketing activities in a standardized format, describing target audiences,
messages, distribution and evaluation methodologies, and resource allocation.

These marketing plans would then be reviewed and evaluated by the executive staff’s
Marketing Task Force, and presented to the Board’s Education and Public Outreach
Committee to help guide the budget allocation process.

(insert graphic design here)


VII. Proposals
Defining Our Message
Tough economic times require a more effective use of internal program resources to
enhance and achieve overall board goals as it relates to communication to the citizens of
California.

Our new message rests on a clear view of the Board’s future. Determining our identity for
the next decade, setting program goals that are promoted through earned media and
advertising, and monitoring future progress will help the Board achieve its strategic
goals. Effective communication to government, business, and consumers using print and
electronic media, as well as individualized outreach through grassroots efforts, will be an
important element of the Board’s success.




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The Importance of Corporate Branding
Branding is the action of reinforcing a desirable concept and image in the mind of an
audience. It is what sets a company or an organization apart in a competitive marketplace.
Successful branding helps an agency to do more with less by creating better overall
visibility in an information-intense environment. The stronger your corporate brand, the
better your opportunities for creating growth and effecting meaningful change.

Within the Board, strong individual brands such as WRAP, CalMAX, and others enjoy
positive media coverage and compete for public awareness with the Board’s overall
mission and goals. To better understand this, it helps to examine product brands that are
so successful on their own, public perception does not associate them in any way with
their parent companies. Examples of such products include: Tide laundry detergent
(Proctor and Gamble), Kleenex tissue (Kimberly-Clark Corp.), and Crest toothpaste
(Proctor and Gamble).


Defining Our Target
Improved, focused communication is crucial to successful implementation of the Board’s
2001 Strategic Plan, the foundation of this communication plan. Targeting specific
audiences increases the effectiveness of the Board’s limited resources and improves the
potential for measurable results.

For many of the Board’s existing outreach efforts, particularly in the used oil program
where audience research already exists, we have a good idea of where to focus
communication. In others, such as in the tire program where little public
outreachaudience research has been conducted, additional work needs to be done to
determine who (and where) to target.


VI. Proposal
The Office of Public Affairs recommends two strategies for improving the Board’s
communications efforts. The first can be accomplished by strengthening coordination of
between the outreach activities of the between the Board’s divisions and OPA; the second
may require the allocation of significant discretionary funding by the Board.




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     1. Systematically evaluate the communications needs and plans of all Board
        programs and develop a cohesive, public awareness and education program that
        optimizes outreach resources and enhances effective communication to target
        audiences.
     2. Initiate a statewide public awareness campaign—including a strong grassroots
        component—with a Zero Waste theme.


Program- Based Marketing Plans
OPA recommends developing an inventory of program-level advertising and public
awareness efforts. With assistance from OPA, program divisions would identify
successful marketing activities in a standardized format, describing target audiences,
messages, distribution and evaluation methodologies, and resource allocation.

These “marketing plans” would then be reviewed and evaluated by the executive staff’s
Marketing Task ForceMarketing Advisory Committee (see below), and presented to the
Board’s Education and Public Outreach Committee to help guide the budget allocation
process.

OPA convened the Marketing Task Force (MTF) to help guide the content, timing,
integration and consistency of all messages generated by Board programs. The MTFtask
force—which includes representatives from each of the Board’s program divisions—held
an initial meeting on April 1, 2003, and will meet quarterly to address communication
issues with the goals of promoting efficient use of resources; avoiding duplication of
effort in outreach, travel, and printing budgets; and reinforcing appropriate identity
standards.


LogoRebranding the Board

All informational publications produced by OPA will display the Board logo and Zero
Waste theme on the front.
Make some minor changes to our logo so that it will better communicate what the goals
of the Board are.


Branding the Board




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“Brand” the Board and it’s program authority through stakeholder communications.
Given the Board’s limited resources, the most effective way for the Board to gain the
kind of repetition and penetration necessary to “brand” the Board and it’s programs is to
require and/or encourage stakeholders, including those subject to the Board’s authority,
to carry the Zero Waste message in their communication efforts. The Board has long
played a leadership role in protecting the environment, while helping ensure the health
and safety of the public we serve. A strong Zero Waste message helps solidify that
leadership role.


Targeting Communication
Targeting communication at a specific audience increases the effectiveness of the
Board’s limited resources and improves the potential for measurable results. All public
awareness and educational materials should be crafted to deliver focused messages to
specific audiences, and delivered by the means determined most likely to reach the
audience. In coordination with the Marketing Task Force, OPA will assist the Board’s
programs in identifying and segmenting target audiences, and developing effective
messages and delivery methodology.


Informational Newsletters
In the February 2002 public workshop session at the Sacramento Zoo, the Board and its
executive team discussed the concept of a new “rallying cry,” Zero Waste, You Make It
Happen. OPA recommends that work proceed on this branding effort, through continued
collaboration between Board Members, and the executive team, and internal and external
focus groups.

The importance of clarifying the Board’s brand cannot be overstated. Using a single
consistent theme and message in all of the Board’s diverse program outreach efforts is a
simple strategy for increasing recognition. All printed and electronic materials,
presentations, and exhibits produced or used by the Board’s programs will display the
new brand. As early and relatively simple steps, the Board’s letterhead and Web sites
should be redesigned to conform to the new brand, and business cards and other literature
should be revised as current supplies are depleted.
Informational Newsletters
The Board’s Diversion, Planning and Local Assistance (DPLA) Division produces and
disseminates a quarterly newsletter, infoCycling, to reinforce the importance of diversion
and the continuing expectations of local jurisdictions. OPA will work Working with our


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DPLA division, to enhance the quarterly newsletter IinfoCcycling, which is distributed to
local governments and haulers;, and to make consider whether such a publication should
be expanded to all statewide consumers. InfoCcycling stresses why diversion is
important and what is continually expected from local jurisdictions Exposure and
repetition of the rallying cry will help build awareness about the Board and what it does.



To encourage consistent and comprehensive outreach locally, OPA will develop a
downloadable newsletter template for the Web site, as a communication resource for
local program operators and haulers.


Signagetatewide Public Awareness Campaign
Require all permitted sites to display the CIWMB logo and name.The Board should
develop and implement requirements, including any needed changes in regulation, for              Formatted

signage by permitted solid waste and waste tire facilities, certified oil recycling centers,
all cleanup projects, and all grant and loan recipients that includes the Board’s logo and
the Zero Waste message. The Board’s program divisions should propose revisions to
existing boilerplate requirements to include this provision.

(insert graphical design here)

OPA strongly believes that an aggressive, cost-efficient public awareness campaign
should be initiated to brand the Board’s image, unify its outreach efforts, continue to
educate California residents and businesses, and showcase California’s waste prevention
and diversion efforts and successes.
All events sponsored or co-sponsored by the Board must predominantly display a sign or
banner with the Board’s name and logo.
This campaign would create a platform—with a recurring Zero Waste theme—-tofor
communicateing a number of focused, effective messages that reinforce positive personal
and corporate (public and private) behavior in the Zero Waste paradigm.


Small Business Recognition
OPA proposes that the Board initiate a program to recognize the efforts of small
businesses that are contributing to the Zero Waste goal. This is not intended as an
application-based process (like WRAP); instead it would be operated more informally



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(e.g., a simple letter of recognition from the Chair’s office with a window decal carrying
the Zero Waste message.


Green Labeling
In conjunction with the Board’s buy-recycled program, OPA proposes that the Board
explore developing some form of green labeling to identify, for consumers, products that
incorporate recycled content. Such an effort could promote voluntary efforts to increase
the use of recycled materials in consumer products, similar to the ENERGY STAR®
program of the USEPA and Department of Energy.




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Other Options                                                                                      Formatted

Campaign development should examine a variety of techniques that could include, but
not be limited to:
     Advertising and editorial boards.
     Earned (free) media campaign utilizing news conferences and releases (including
        VNRs), media advisories, and press events.
     Public relations, customer testimonials, feature articles, and op-ed pieces.
     Tradeshows and conventions.
     Direct marketing with the support of local programs, program partners, colleges,
        and universities.
     Speakers bureau for Board Mmembers, senior staff, and corporate and
        government partners.
     Integration with economic and business development, integrated waste
        management, and environmental program communication activities at the local,
        regional, and Sstatestate level.


Ethnic Community Outreach
A multi-culturalmulticultural approach to advertising and outreach will facilitate help the
Board achieve its’s overall environmental justice goals for environmental justice,
reaching new Californians as well as established ethnic communities that currently may
not be receiving the integrated waste management message clearly. Outcomes from
current work being done under contract by the Center for Justice, Tolerance &
Community at UC Santa Cruz and the Los Angeles County Sanitation Districts should be
used to guide this effort. OPA will identify and evaluate existing demographic research
and apply appropriate findings into the communication strategy; however, any new
primary research would require additional funding.



Electronic Outreach
The Board needs to continue the trend of electronic communication with its stakeholders
and target audiences. Possibilities exist to reach large numbers of the public through
listserves (e.g., teachers, school children, local agencies, haulers, recyclers, legislators) to
enlist their support for California’s Zero Waste quest.


Grassroots Outreach


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The Ggrrassroots outreach plan is designed to work in conjunction with the pilotexisting
statewide advertising campaigns or as distinct components to be implemented
individually. The objective of the grass roots strategy outreach is to initiate contact on a
one-on-one basis with local community representatives. By marketing a particular “idea”
as a preferable behavior, such contact would be an effective mechanism to support other
marketing efforts, and provide continuity should the advertising campaign move from a
pilot program to a statewide campaign in future years.

At the February 2003 communications workshop, participants proposed the rallying
cry/slogan— “Zero Waste, You Make It Happen.” This slogan is used thematically in the
following list of potential grassroots activities, which provides a palette of outreach
concepts that could be pursued given the availability of funding and resources.

Through the Marketing Task Force, OPA will work to identify opportunities for
grassroots outreach in conjunction with existing program and resources, including social
marketing efforts previously approved by the Board.


     1. Internship Outreach Program—This is a low-cost student utilization strategy
        where students can receive college credit from their local four-year university’s
        internship program. This strategy includes two primary teams supervised by
        Board staff. The teams will be dedicated to southern California and northern
        California respectively. The Long Beach office will serve as the primary reporting
        office for Ssouthern California, while the Cal/EPABoard’s office in Sacramento
        will serve as the primary reporting office for Nnorthern California.

     a. Speakers Bureau for Schools—Students will participate in “career day” and
        various environmental outreach events at public and private schools throughout
        California. Speaking engagements that will offer an opportunity to “speak to
        students and staff” in an enclosed setting, and introduce the campaign “Zero
        Waste, You Make It Happen”..” A leaflet will be sent home with students,
        requesting that the student have their parents sign it -to indicateing that they have
        read the information provided on the leaflet that explains the campaign. Parents
        are encouraged to sign a “pledge” promising to buy recycled-content products at
        home and at work. The pledge will be designed as a multi-lingual, two-sided
        document.



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     b. Phone Survey of Environmental Private Sector Organizations—Students will
        participate in a bilingual phone survey to heighten awareness and stimulate
        conversation about recycled product procurement. Students will contact
        environmental and private sector organizations to determine if any of these
        agencies: (1) offer recycling on site, (2) have a buy-recycled policy, (3) have a
        price -preference for recycled- content products, and (4) would place a poster
        promoting the campaign “Zero Waste, You Make It Happen,””, and (5) ask if they
        would be interested in more information and/or a guest speaker. Organizations
        also shallwill be asked to make a “pledge” to initiate a “Zero Waste” campaign.

     c. Office Supply/Paper Distributors Customers Outreach and& Contest—Local
        retail distributors of office paper (e.g., Staples, Office Depot, Paper Plus) will be
        asked to participate in a Buy-Recycled/Zero Waste Campaign throughout
        California. Bilingual students will distribute information on recycled-content
        products and the concepts of zero Zero waste Waste to store clientele. Developed
        as aA shopping list pad, consisting of a single, double-sided map (with bilingual
        text), will be developed by students in consultation with individual stores to help
        customers locate recycled-content products in the store. Students will also be
        responsible for placing customized “shelf-talkers” adjacent to products that
        contain recycled content. A contest box will be available at all checkout counters.
        Customers can enter a drawing “if” they purchase something with recycled
        content. The drawing prize will be provided by the store in a co-operative
        promotional campaign designed to include product manufacturers. This outreach
        effort could easily be tied to American Recycles Day or Earth Day events for
        maximum visibility and potential media coverage.


     2. Local Grassroots Advertising Campaign Development

     a. Ad Campaign Contest—This art school outreach program for California schools
        will provide a venue for new and creative ideas as students are encouraged to
        develop a two comprehensive newspaper/bus ad/truck signage/poster/brochure art
        campaigns—one in English and one in Spanish (or any other locally identified
        second language in the given community). Students may participate if they are
        enrolled full-time at either the (1) University of California, (2) California State
        Colleges, or (3) California private colleges or universitiesat any California
        university, college, or junior college. Contest winners will be honored at a


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        campaign kick-off (media event), and will earn college credit for their
        participation through their school’s internship program.

     b. Public Service Announcement—This local outreach program shallwill enlist the
        support of local cable companies throughout California, and in doing so, provide
        an opportunity to introduce a new “Environmental-Zero Waste” award at the
        Annual National Cable Television Association (NCTA) awards banquet.
        Contestants will submit their entries in the category “Environmental PSA”. As
        part of their local franchise agreement, local cable companies with public access
        facilities are always looking for new projects for their public access volunteers.
        This outreach strategy provides an excellent incentive for the cable company and
        its volunteers to gain local visibility for their entries, and receive statewide and
        national recognition should they be selected as finalists. The award will be
        presented at the Annual National Cable Television Association awards banquet.
        The award will be made of recycled- content materials and provided by the
        CIWMB.


     3. Media Events at Local Recycling Centers—Media events will be staged in both
        southern and northern California to promote the “Zero Waste, You Make It
        Happen” campaign theme. This outreach effort will provide an opportunity to tour
        a local recycling facility and/or a manufacturing plant that utilizes recycled-
        content feedstock. This will serve as an educational experience for community
        members and the media, and will increase visibility of these operations in the
        community. A media reception/event provides an opportunity to welcome the
        media along with special guests where the issues of environmental justice,
        sustainability, and the buy -recycled theme can be promoted. Media events are
        recommended at the following facilities: drop- off centers, recycling centers,
        materials recovery facilities, and manufacturing facilities utilizing recycled-
        content material in their production process.


     4. Board-Sponsored Outreach Activities—The Board will continue to increase
        outreach activities for bi-lingualbilingual communities while focusing on the
        campaign theme “Zero Waste, You Make It Happen” at environmental and
        business fairs throughout the state. Promotional materials and literature shallwill
        be distributed that incorporate the campaign theme.



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     5. Promotional Materials—Promote the purchase of recycled- content products
        and incorporate the “Zero Waste, You Make It Happen” campaign theme. To
        illustrate, the recommended bi-lingualbilingual materials for Outreach Strategy
        1C (cited above) would include (1) gummed shopping list (with recommendations
        for purchasing recycled products), and (2) buttons for retail sales staff. The
        printed message on both items would read: “Ask Us About Recycled Products,”
        or alternately, “Zero Waste!”


     6. Board Member & and Staff Speakers Bureau—Speaking opportunities
        promoting “Zero Waste, You Make It Happen” shallwill be promoted when Board
        Members and staff are speaking to the private sector, local government, and the
        general public.


     7. Media Outreach—The promotion of “Zero Waste, You Make It Happen”
        shallwill be incorporated in press releases and opinion/editorials for bi-
        lingualbilingual and mainstream periodicals and trade journal media placement,
        while citing quotations from Board Members on the subject. Recommendations
        include: press releases, opinion/editorials, and letters to the editor.


     8. Chamber of Commerce Outreach—Local promotional campaigns for “Zero
        Waste, You Make It Happen” shallwill be conducted at local and statewide
        Chamber chamber of Commerce commerce events. Opportunities for outreach
        shallwill include: (1) environmental committee meetings, (2) general
        mixers/luncheons, and (3) statewide conferences. CIWMB will develop a
        PowerPoint presentation, pamphlets and/or CD with contact information, and
        provide the PowerPoint presentation to Chamber chamber of Commerce
        commerce members so they may present it to their business partners and staff.


     9. Speakers Bureau for the Environmental Media Association of Los Angeles—
        A partnership opportunity exists with the Environmental Media Association of
        Los Angeles (EMA) to promote the “Zero Waste, You Make It Happen”
        campaign, and other sustainability issues and goals. Staff will coordinate
        opportunities for speaking engagements and outreach activities with EMA in an
        attempt to bring the “Zero Waste” message to television situational-comedy
        scriptwriters.



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    10. Videoconferencing—At the May 13, 2003, Sacramento Board meeting, IMB and
        OPA jointly developed and hosted the first-ever videoconference of a Board
        meeting, eallowing nabling 100 constituents to watch locally and 40 community
        members to testify live from Southern California. The videoconference was a
        resounding success, especially in the community. There have already been
        numerous requests by other Board constituent groups to continue the tradition set
        May 13to provide this capability. Workshops, LEA trainings, and RMDZ loan
        applicants program now have the ability to use this newest Board tool to outreach
        to our stakeholders.


    11. Partnering with Corporate America—Leverage the resources and media
       relationships built by high-dollar ad campaigns to promote Board activities and
       programs.



Miscellaneous Recommendations
Several other concepts have evolved in the course of work on this communication
strategy, thatwhich OPA believes would enhance the Board’s communication and
outreach efforts.

       Public Forum and Panel Discussions—Ongoing, statewide public forums and
        panel discussions with partners from Cal/EPA agencies (five in northern Northern
        California and five in southern Southern California) shallwill be planned in order
        to present and promote the concept of a sustainable California.

    Outreach Winnebago—With technology and funding from sponsorship sources,
      OPA proposes to build a mobile outreach and educational facility that can be
      driven to schools, trade shows, conventions, and a variety of other sites to help
      enhance bi-lingualbilingual education for local communities on Board programs
      and the Zero Waste theme. Staff would have the ability to show videos, allow
      children to surf the Web site, play interactive games on-line— such as Vermi the
      Worm— and ask answer questions of staff.

       International Waste Management Forum—OPA recommends organizinge an
        international waste Management management fForum to be held in Los Angeles
        or San Francisco to discuss global waste management issues. The purpose of this


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        venue is to share knowledge and information with officials from the UK and
        Europe and introduce how their disposal and recycling practices may be
        beneficial in California.

       Travel Calendar—On many occasions, staff from other Board offices and
        divisions attend many of the same events OPA is involved in. By creating an
        outreach calendar, OPA could host a one-stop site to determine the exhibit and
        travel plans of all Board staff and more effectively coordinate outreach efforts in
        the field.




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Appendix A
Strategic Plan Goals
Improved and focused communication is crucial to successful implementation of the
Board’s 2001 Strategic Plan, which serves as the foundation for the 2003-2004
Communications Strategy and Outreach Plan. Designed to prioritize the Board’s
resources and funding over the next five to 10 years, the Strategic Plan embraces the
following specific goals:

     1. To increase participation in resource conservation, integrated waste management,
        waste prevention, and product stewardship to reduce waste and create a
        sustainable infrastructure.

     2. Assist in the creation and expansion of sustainable markets to support diversion
        efforts and ensure that diverted materials return to the economic mainstream.

     3. Educate the public to better understand and participate in resource conservation
        and integrated waste management strategies.

     4. Manage and mitigate the impacts of solid waste on public health and safety and
        the environment, and promote integrated and consistent permitting, inspection,
        and enforcement efforts.

     5. Improve the efficiency and effectiveness of the Integrated Waste Management
        Board in pursuit of its mission.

     6. Continuously integrate environmental justice concerns into all of the Board’s
        programs and activities, including administrative and budgetary decisions.

     7. Promote a “zero waste California” where the public, industry, and government
        strive to reduce, reuse, or recycle all municipal solid waste materials back into
        nature or the marketplace in a manner that protects human health and the
        environment and honors the principles of California’s Integrated Waste
        Management Act.




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Appendix B



VII. Communication Strategy Analysis
A periodic analysis of the effectiveness of the communications
plan strategy should be conducted to measure and track
marketplace impact. This can be achieved through the value-
added services of an advertising agency and by various media
monitoring publications.


It is also recommended that the OPA poll stakeholders and
partners to gather their opinions and perceptions on our
performance. Such an analysis will foster provide a better
understanding of what our key audiences and stakeholders are
thinking and of their perceptions about our programs. If the
Board is moving from targeting local jurisdictions to the public
at large, we should conduct random focus groups to guarantee a
fresh perspective.


Integrated communications between all messages and mediums
needs to be maintained in order to verify the success of our
campaigns. Inquiries will be monitored and tracked by the
selected advertising agency as well as the specific medium
used, and whether or not the inquiry resulted in a tangible
benefit to a partner’s bottom linethe stakeholder.




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IXVII. Appendices


A. Strategic Plan Goals
B. Summary of June 2002 Board Member Interviews
C. Summary of February 2003 Communications Workshop




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Appendix A—
Strategic Plan Goals
Improved and focused communication is crucial to successful
implementation of the Board’s 2001 Strategic Plan, which serves
as the foundation for the 2003-2004 Communications Strategy
and Outreach Plan. Designed to prioritize the Board’s resources
and funding over the next five to 10 ten years, the Strategic Plan
embraces the following specific goals:


1. To increase participation in resource conservation, integrated
waste management, waste prevention, and product stewardship
to reduce waste and create a sustainable infrastructure.


2. Assist in the creation and expansion of sustainable markets to
support diversion efforts and ensure that diverted materials
return to the economic mainstream.


3. Educate the public to better understand and participate in
resource conservation and integrated waste management
strategies.


4. Manage and mitigate the impacts of solid waste on public
health and safety and the environment, and promote integrated
and consistent permitting, inspection, and enforcement efforts.


5. Improve the efficiency and effectiveness of the Integrated
Waste Management Board in pursuit of its mission.




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6. Continuously integrate environmental justice concerns into all
of the Board’s programs and activities, including administrative
and budgetary decisions.


7. Promote a “zero waste California” where the public, industry,
and government strive to reduce, reuse, or recycle all municipal
solid waste materials back into nature or the marketplace in a
manner that protects human health and the environment and
honors the principles of California’s Integrated Waste
Management Act.




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Appendix B
—Summary of June 2002 Board Member Interviews




California Integrated Waste Management Board (CIWMB)



Public Affairs Office (PAO)



Communication Strategy Preparation
Summary of Board Member Interviews
June 2002




Prepared for:
Frank Simpson, Director
Public Affairs Office
California Integrated Waste Management Board
1001 I Street
Sacramento, CA


Completed by:
Judith Robb
Robb Group
One Sansome Street, Suite 2100
San Francisco, CA 94104



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OVERVIEW


Goal
Interviews with CIWMB Board Members were completed at the
request of Frank Simpson, Director of Public Affairs. The
objective was to identify common communication themes for
use in developing a communication strategy that supports the
CIWMB mission:


...to reduce waste, promote the management of all materials to
their highest and best use, and protect public health and safety
and the environment, in partnership with all Californians.


Board Members were asked their views as to what the message
needed to be, how the message needed to be delivered, and who
needed to receive the message.



Findings
To achieve the CIWMB mission, new messages are needed that
focus on creating new sustainable markets for products made
from recycled materials. A budget is needed to design, develop
and implement a communication strategy that supports the new
messages




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RESULTS


Summary
A summary of the interview results is shown below and focuses
on three areas-the message, the medium and the audiences.


Messages
The Board Member responses reflect their views as to:
                                                                          Formatted: Bullets and Numbering
  The message-reduce, reuse, recycle.
  The zero-waste message.
  Messages needed to achieve the CIWMB vision and mission.
  Key characteristics of future messages.


The success of the current message—reduce, reuse and
recycle—is reflected in the diversion rate achieved by
jurisdictions throughout California. It is a good foundation and
needs to continue with the need to create a demand for recycled
products.


The Zero Waste message, while needed, is not perceived as an
effective message. Board member comments included:
                                                                          Formatted: Bullets and Numbering
  Look at the message in the future, but not now due to lack of
solutions.
  The message is needed, but the concept needs to be brought
to jurisdictions over time.
  If used, the message will require an explanation that can be
understood quickly—do they “get it” without much effort;
remember it when contemplating purchases and make choices
that support the zero waste message?



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  If used, there is the need to tie what jurisdictions are doing
currently to zero waste.
  The zero-waste message is a verb, not a noun.
  If used, the message needs to promote the human efficiency of
zero waste-that is, change what people consume not just what
they discard.


To achieve the CIWMB vision and mission, new messages are
needed that focus on creating new sustainable markets for
products made from recycled materials. A budget is needed to
design, develop and implement a communication strategy that
supports the new messages. The products must:
                                                                            Formatted: Bullets and Numbering
  Meet the quality and cost standards of consumers.
  Address consumers’ perception that “virgin material” is
superior to “recycle materialmaterial.”
  Reach the converted—those enthusiastic to recycling but do
not know how to go about introducing new recycled products.
  Reach the non-converted—those who...
oRecycle occasionally.
oMay/may not recycle.
oNever recycle.
Key characteristics of future messages:
                                                                            Formatted: Bullets and Numbering
  Make a single message for connection to all programs.
  Keep the message simple—“get it out there and stick to it.”
  Create a message with sounds, words and visual
associations—something that audiences can see, hear,
remember and take action as a result of the message.
  Create messages that increases the awareness of issues,
provides links to solutions and acknowledges CIWMB.
  Establish messages in the language of the community.

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  Ensure that messages do not create negative reinforcement.
  Ensure that messages do not conflict with the “heavy”
recycling component of the Department of Conservation.
  Show that we fulfilled our mandate—enforcement.
  Provide examples—“see this bad situation, here is what we’ve
done.”


Medium
A variety of responses were given to the question: “What is the
best medium to use in communicating the message?” The
responses included:
                                                                         Formatted: Bullets and Numbering
  Reporters—e.g., capital press core.
  Environmental media in Los Angeles.
  Television—note, in Spanish speaking communities the radio
is the medium, then move to television and community
organizations.
  Board member speeches using local talking points.
  Children—a good vehicle to change parents’ behavior.
  School programs.
  Specialized—newsletters, magazines, editorials, stationary.


Audience
When asked, “Who are the target audiences?” Board Members
responded with:
                                                                         Formatted: Bullets and Numbering
  Jurisdictions, businesses, state agencies for compliance
  The general public—the converted and non-converted
  People who will create new sustainable markets for products
made from recycled materials




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  Everyone is needed to achieve the CIWMB vision-a sustainable
California, where our unique natural environment is preserved
for future generations




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Appendix C
—Summary of February 2003 Communications Workshop




California Integrated Waste Management Board


Summary of Communications Workshop
February 26, 2003




Prepared for:
Frank Simpson, Director
Public Affairs Office
California Integrated Waste Management Board
1001 I Street
Sacramento, CA 95814


Completed by:
Marianne Ellis
Marketing Consultant
Submitted via Email to support Zero Waste Goal




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Executive Summary



Meeting Conclusions
At the conclusion of the workshop held with the California
Integrated Waste Management Board’s (CIWMB) board
members, advisors, executive staff and marketing consultant
Marianne Ellis, the consensus was to move forward with a new
branding campaign and coordinated messaging.


The new branding campaign will feature four critical elements: 1)
a motivating rallying cry, 2) a clear and concise elevator speech,
3) an easy and memorable name and 4) a powerful new logo.
Initial group conclusions are featured below. Further
refinements will be done.


Rallying Cry
Zero Waste, You Make It Happen


Elevator Speech
We are a unique government agency. We keep solid waste from
polluting our air, land and water. Our uniqueness is that we
strive to eliminate waste from going to landfills. We promote
reducing, reusing and recycling. We are creating and expanding
a marketplace for products made with recycled materials.
Altogether, we conserve resources, create jobs and keep our
people healthy as we strive for zero waste. (As an alternate, use
the last line of the speech for quicker recap).


Name

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Waste Management & Resource Recovery Board
(Resource & Waste Management Board-alternate)


Logo
                                                                          Formatted: Bullets and Numbering
  Two Zs standing for zero waste with the earth in the center and
rallying cry
  Circle of environmental scene, reduce/reuse/recycle, leverage
Cal/EPA logo
Meeting Overview
The meeting began with an inventory of the board members’,
advisors’, and executive staffs’ expectations regarding the
Board’s brand identity and strategic communication priorities.


A presentation on branding entitled “Fail to Communicate, Fail
to Grow” was given outlining the difficulties in gaining
Californian’s future participation in CIWMB programs. The five
factors in support of that premise were: deafening marketing
communications, media fragmentation, customer loyalty down
and options up, the need to increase impact and grow through
partnerships, and internal management communications
challenges. A snapshot of the “good, bad and ugly” of
integrated communications was reviewed as well as
observations on CIWMB marketing and communication
materials.


CIWMB executive staff key conclusions from the December 11,
2002 branding seminar were presented, along with their
recommendation for better branding and coordinated
messaging. The recommendation included the request to
develop the four critical missing communications elements:

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rallying cry, elevator speech, an easy and memorable name and
a powerful logo. The benefits and challenges of branding were
reviewed as well as the desired CIWMB personality and tone. At
the conclusion of the morning session, all attendees
participated in an evaluation of the current CIWMB identity
program.


In the afternoon session, all attendees were assigned to
breakout groups to work on key elements for the board’s future
rallying cry, elevator speech, name and logo. Board members
then shared the results of each team discussion, noting the
recommended direction and rationale. A final evaluation was
done on all recommended new identity elements. An overall
consensus was achieved on the direction for the four critical
elements. The meeting concluded with a discussion of next
steps to ensure success.


Meeting Expectations
All attendees were asked what expectations they had regarding
the Board’s new brand identity program and the key comments
were:
                                                                             Formatted: Bullets and Numbering
  Will require a statutory change.
  Need clear direction for the future.
  Tired of confusion with DOC.
  The term “Waste” in our name is confusing with garbage or
sewers.
  Prioritization is needed because we can’t do it all.
  The Board is the best kept secret.
  More emphasis on social marketing and getting more
individuals to act.

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  Focus is needed, then we need to live it with a unifying
message.
  Standardization would help and getting credit for our
accomplishments.
  Must tie to the strategic plan.
  Courage will be required to be successful.
  Be careful with all the different targets so no one is alienated.
  Our identity program needs to be much more powerful.
  Big challenge in balancing program identity versus the Board’s
identity.
  The diverse population in California needs to be addressed.
  Our responsibilities are so broad this will be difficult.
  Want actions clearly stated so public will know what to do.
  Stronger internal cohesiveness is needed and this
commitment will help.
  Promote public safety and diversion goals.
  Want quick, clear explanation of Board’s unique role and
contributions.


Evaluation of Current CIWMB Identity Program
1. Current Rallying Cry: “50% by 2000” or “Reduce. Reuse.
Recycle. Buy Recycled.”
                                                                             Formatted: Bullets and Numbering
  Advantages: Clear, numeric, quantifiable, well understood,
lists hierarchy, concise, legally required, not done.
  Disadvantages: Outdated, no longer relevant, insider friendly
but outsider unfriendly, limited, no longer progressive, too
much, not motivating.


2. Current Elevator Speech: “Reduce waste, promote the
management of all materials to their highest and best use, and

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protect public health and safety and the environment, in
partnership with Californians.”
                                                                            Formatted: Bullets and Numbering
  Advantages: Represents a big and important task, offers
protection, claims partnership.
  Disadvantages: Not specific, lacks enthusiasm and conviction,
hard to remember.


3. Current Name: California Integrated Waste Management Board
                                                                            Formatted: Bullets and Numbering
  Advantages: By statute we regulate waste, board means
accessible to the public as decisions are made in public, can be
shortened, would save time and money if no change needed,
consistent.
  Disadvantages: Integrated is confusing, doesn’t capture true
role, insider term, doesn’t address environmental protection,
hard to remember and pronounce, too bureaucratic, short form
“Waste Board” highlights negatives (waste, not resources),
good time to make a change as 50% by 2000 has been primarily
achieved.


4. Current Logo: CA state outline in green with gray boxes filling
up.
                                                                            Formatted: Bullets and Numbering
  Advantages: Shows all of California, identifies as state entity,
environmental green color, authority and would save time and
money if no change needed.
  Disadvantages: Unclear, could be any state agency, no picture
of what we do, looks like it is dividing the state, green for the
environment is buried, no idea what the letters CIWMB mean,
static, not inspirational, needs updating, not memorable.


Recommended CIWMB Identity Program

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1. Recommended Rallying Cry: Zero Waste, You Make It Happen
                                                                             Formatted: Bullets and Numbering
  Rationale: Goal oriented and numeric, future and visionary,
emphasizes personal responsibility. Reinforces that 50% must
be maintained and to reach to the next level. Requires very
powerful call to action, as there is no floating garbage barge to
threaten people into action.
  Others considered: Zero waste, just do it. It’s a material world,
don’t waste it. It’s a material world, don’t bury it; Zero waste is
nature’s way; 50% and beyond.


2. Recommended Elevator Speech: “We are a unique
government agency. We keep solid waste from polluting our air,
land and water. Our uniqueness is that we strive to eliminate
waste from going to landfills. We promote reducing, reusing and
recycling. We are creating and expanding a marketplace for
products made with recycled materials. Altogether, we conserve
resources, create jobs and keep our people healthy as we strive
for zero waste.”
                                                                             Formatted: Bullets and Numbering
  Rationale: Benefit-driven and more big picture, ties into the
zero waste rallying cry, re-anchored to eliminating waste from
going to landfills, highlights safe disposal, promotes
uniqueness.
  Others considered: We conserve resources, create jobs and
keep our people healthy as we strive for zero waste.


3. Recommended Name: Waste Management & Resource
Recovery Board
                                                                             Formatted: Bullets and Numbering
  Rationale: Deleted integrated because it is confusing, kept
waste management since that is what we do, added resource



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recovery to reflect the positive full circle benefit the Board
provides.
  Others considered: Resource & Waste Management Board.
Waste Resource Recovery & Waste Management Board.
Resource Management & Recovery Board. Resource
Conservation & Prevention Board.
  Additional thoughts: Try to shorten name. However, a longer
name could mean bigger responsibilities. Careful if drop waste
from the name it could cause problems with the author of the
original legislation. Zero Waste Board sounds like the Board is
worth zero and seems awkward.


4. Recommended Logo: Two Zs for zero waste with the earth in
the center and the rallying cry or a circle of environmental
scene, reduce/reuse/recycle, leverage CAL EPA
                                                                            Formatted: Bullets and Numbering
  Rationale: Promotes end benefit, reinforces the zero waste
rallying cry, reminds everyone of the needed actions, added
credibility with California Environmental Protection Agency
which is a familiar, respected name.
  Others considered: Bird in flight inside of circle, blue and
green swish with sphere centered, flower
  Additional thoughts: Hosting a logo competition at a well-
respected design school to fine-tune the selected direction.
Must be end-benefit driven and visionary.




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Communication Plan Suggestions
1. Reaching Zero Waste Goal
                                                                           Formatted: Bullets and Numbering
  Currently diverting 48 percent%.
  Therefore, what programs will need to be maintained to ensure
that 48 percent diversion continues? What programs or
communications need to be introduced to divert the remaining
52 percent of the waste?
  What timeline predictions can be made?


2. Better Targeting
                                                                           Formatted: Bullets and Numbering
  Profile targets that are currently taking diversion actions and
those that are not.
  Determine how they can be best reached.
  Create motivating messages and utilize existing programs (oil,
tires) as well as suggest new ones.


3. Leveraging Sponsorship Programs
                                                                           Formatted: Bullets and Numbering
  Insist on stronger CIWMB brand identity for all programs the
Board sponsors and funds. It should be a condition of funding.
  Be clear and specific upfront on the Board’s branding
requirements with regard to placement, size, quantity and all
details to ensure proper execution.
  Ask for documentation after the sponsored event as proof of
compliance in the form of photos and write-up report. Discuss
how the branding can be strengthen the next year. If possible,
CIWMB attendees should also submit recap reports of
compliance and evaluate the effort.


4. Multiple Logo Challenges



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                                                                          Formatted: Bullets and Numbering
  The Board has the opportunity to use three logos to support
their programs and add credibility: California State Seal, The
CAL EPA and CIWMB.
  Careful communication planning needs to be done to leverage
these assets and not create confusion. This will require decision
making on appropriate timing and audience analysis with
regards to usage.




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Next Steps
1. Refine recommended CIWMB new identity program by end of
March
2. Finalize communication plan by end of March
3. Test new identity program early April
4. Pre-sell new identity program to key audiences by mid-April
Existing OPA Efforts
                                                                OPA Exec. Web BdNet

Media Tracking
Printed News Clips Collected                                                      x
News Clips - Automatic Weekly Email to Board Members & Exec.              x

Broadcast - Radio News                                                            x
Broadcast - TV News                                                               x
Video Clips - Automatic Weekly Email to Board Members & Exec.             x

Video - PSA (:10/:30/:60 spot)                                                    x      x
Video - Training Workshop                                                         x      x
Video – Educational                                                               x      x
Video - Automatic Weekly Email to Board Members & Exec.                   x

Speech/Talking Points (post event)                               x                x      x
PowerPoint Presentations (post event)                            x                x      x
Photo Archive - Digital Images (ongoing by subject matter)       x                x      x

Press Events - Program Promotion                                 x

Marketing
Articles - By Board Staff                                        x        x       x      x
Articles - By Board Members                                      x        x       x      x
Articles - OPA (Editorials)                                      x        x       x      x
Articles- Automatic Weekly Email to Board Members & Exec.                 x

Board Sponsored Events                                           x        x       x      x
Board Sponsored Conferences                                      x        x       x      x
Board Sponsored Workshops                                        x        x       x      x

Advertising - Image/Board                                        x        x       x      x


                                                                                  523
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Advertising - Program Specific (by program & comprehensive
search)                                                      x        x       x      x
Approval Process Tracking                                    x




                                                                              533
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                                                               OPA Exec. Web BdNet
Partnerships
Environmental Groups                                            x
Local Jurisdictions                                             x
Industry                                                        x

Publications Tracking
Fact Sheets                                                     x
Brochures                                                       x
Posters                                                         x
Other                                                           x

Outreach Tracking
Premiums                                                        x
Publications for Outreach Events                                x
Events - Internal Sponsorship                                   x
Events - External Sponsorship                                   x
Event Requests - Staffed                                        x
Event Requests - Unstaffed                                      x
All Event Requests                                              x

Editorial Services
Editorial Services                                              x
Approval Process Tracking                                       x

Graphics Tracking
Design Jobs                                                     x
Printing Jobs                                                   x
Custom Art (referenced to publication number and by subject)    x                x      x
Approval Process Tracking                                       x

Ombudsman Services
Incoming Requests                                               x

Small Business Liaison Services
Incoming Requests                                               x




                                                                                 543

								
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