Post on 31-Dec-2015
description
transcript
Ogilvy Public Relations Worldwide
California Integrated Waste Management Board
E-waste and Tire Sustainability Campaign
Final Reports
Ogilvy Public Relations Worldwide
eRecycle Campaign
Campaign Goal:
Educate California residents about the purpose and benefits of eRecycling and how they can properly dispose of their e-waste.
Ogilvy Public Relations Worldwide
Activities Implemented
• PSA Placement• Partnership Development• Media Relations• Advisory Group Development• Collateral Material Development• Research
Ogilvy Public Relations Worldwide
Campaign Success
• Established key partnerships with major retailers• Attained $4.6+ million in PSA airtime• Garnered more than 90 media stories resulting in more
than 8.3 million impressions• Distributed 70,000 informational materials• Recruited 30 stakeholders for advisory group• Received three awards
Ogilvy Public Relations Worldwide
Campaign Success
• More than eight-out-of-ten residents believe recycling e-waste is “very important”
• Sixty-one percent recalled seeing or hearing information about eRecycling
• Eighty-five percent are aware that TVs/computers contain hazardous materials
Ogilvy Public Relations Worldwide
Partnership Development
Partnerships established with: Wal-Mart, Target, Costco, Best Buy, CompUSA and Albertsons
Ogilvy Public Relations Worldwide
PSA Placements
• TV and radio PSAs aired 90,817 times• Value of air time is $4,620,742• Top markets for radio & TV (Year II)
– Los Angeles/Orange County– San Francisco/San Jose– Santa Barbara/San Luis Obispo– Sacramento– Fresno– Bakersfield– San Diego
Ogilvy Public Relations Worldwide
Media Relations
• Kick-off Events• Earth Day Activities• California Recycles Day Promotion• Ongoing Media Outreach
Ogilvy Public Relations Worldwide
Measuring Results
• 400 sample size• Margin of error at the 95% confidence level, +/- 5%• English only
Ogilvy Public Relations Worldwide
Measuring Results: Awareness
Figure 4: Perceived Importance of Recycling E-Waste
Respondents Overall, 2008
2%
15%
84%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Not at all important Somewhat important Very important
2008 (n=384)
Ogilvy Public Relations Worldwide
Measuring Results: Awareness
Figure 6: Proportion of Residents Aware that Televisions and Computer Monitors Contain Hazardous Material
Respondents Overall, 2008 (n=397)
85%
15%
Yes No
Ogilvy Public Relations Worldwide
Measuring Results: Awareness
35%
65%
Yes No
Figure 7: Proportion of Residents Aware that Throwing Electronics Away in Regular Trash is Illegal
Respondents Overall, 2008 (n=397)
Ogilvy Public Relations Worldwide
Measuring Results: Awareness
• Where residents go for information….– 46% general internet search– 14% government agency– 11% retail store– 11% phonebook– 10% local waste management
Ogilvy Public Relations Worldwide
Measuring Results: Awareness
Figure 21: Proportion of Residents Who Recall Seeing or Hearing
Advertising, Public Information or News Stories in the
Last Two Years, Respondents Overall, 2008
39%
61%
0%
10%
20%
30%
40%
50%
60%
70%
Yes No
2008 (n=389)
Ogilvy Public Relations Worldwide
Measuring Results: Awareness
• 23% recall seeing signage in retail stores• 42% cited TV• 42% cited the print media• 11% cited radio• 35% are familiar with the term eRecycling
– Findings may underestimate proportion of residents familiar as those 65+ were slightly over-represented in survey
Ogilvy Public Relations Worldwide
Measuring Results: Current Behavior
Figure 11: How Residents Disposed of Old Television
Among Respondents Who Purchased a New Television, 2008
5%
2%
1%
1%
6%
7%
19%
22%
37%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Other
Didn’t Have One
Threw Away with Trash
Sold It
Storing in House/Garage
Donated to Charity
Gave to Family/Friends
Disposed of Properly
Still Using It
2008 (n=170)
Ogilvy Public Relations Worldwide
Measuring Results: Future Intentions
Unwanted TVs Unwanted Computers
Recycling Center 36% 32%
Donate to Charity 9% 16%
Family/Friends 7% 10%
Hazardous Waste Pick-up
6% 4%
Throw Away 4% 3%
Ogilvy Public Relations Worldwide
Key Conclusions and Recommendations
• Conclusions– Topic is viewed as important, but familiarity with term is not high– People are still “stock-piling”– Californians understand the importance of “reuse”– Californians are aware of the 2009 switch to digital
• Recommendations– Build out and promote the eRecycle.org site– Utilize paid media, especially online– Continue PSA outreach as supplement– Expand outreach to other languages– Use the “switch to digital” as means to educate the public
Ogilvy Public Relations Worldwide
Tire Sustainability Campaign
Campaign Goal
Educate Californians about properly maintaining their tires to be safe, save money and reduce fuel consumption.
Ogilvy Public Relations Worldwide
Activities Implemented
• Research• Collateral Material Development• Partnership Development• Paid Advertising• PSA Placement• Media Relations
Ogilvy Public Relations Worldwide
Campaign Success
• Established 95 partnerships• Distributed 123,400 informational materials• Garnered 35 media stories providing 4,462,623
impressions• Secured $1,013,770 in added value• Won 6 awards
Ogilvy Public Relations Worldwide
Campaign Success
• Increased awareness that inflating tires can extend tire life• Increased awareness of fuel economy as a benefit• Increased number of residents checking their tire inflation
regularly
Ogilvy Public Relations Worldwide
Partnership Development
• Rubber Manufacturer’s Association• Tire Safety Week 2007 & 2008• Co-mailing to retailers in California
• AAA of Northern California• Tire Safety Week 2007 & 2008• Information dissemination via roadside assistance crew
• Bureau of Automotive Repair• Spring/Summer newsletter to maintenance shops• Mailing to database
• California New Car Dealers Association• Created “Car Care” section on web site
• State Controller’s Office• 100,000 paycheck messages in April 2008
• Les Schwab• Tire Safety Week advertising funding
Ogilvy Public Relations Worldwide
Additional Partners
Partial List…• Firestone• Pep Boys• Goodguy’s Tire Shop• America’s Tire Co.• Costco Tire Center• Sears Auto Center
Ogilvy Public Relations Worldwide
Added Value
PSA Distribution ($884,612)• 222 stations aired spots
Media Buy Leveraging Year II ($49,750)• RMA, Les Schwab and NBC at the Pump
Media Buy/Partner Underwriting Year I ($79,408)• RMA, Les Schwab, Local Media Outlets
Ogilvy Public Relations Worldwide
Measuring Results: AwarenessFigure 6: Awareness of Practices That Extend Tire Life, Unprompted by Language, 2008
Check tire inflation• 12 percent increase (Spanish-speaking)
• 23 percent increase (Cantonese-speaking)
2%
8%
6%
6%
4%
4%
3%
6%
1%
68%
92%
8%
1%
38%
84%
35%
4%
17%
77%
55%
17%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Other
Don't drive on roughstreets/potholes
Be easy on brakes
Maintain alignment
Do not speed
Rotate and balance tires
Check tire inflation
Chinese (n=155) Spanish (n=139) English (n=180)
Ogilvy Public Relations Worldwide
Measuring Results: Perceived Benefitsand Risks
• Respondents were less concerned about the environment
• Respondents were more concerned about fuel economy
• Tire safety continues to rank as most important
• More than eight-out-of-ten Californians recognize discarded tires as posing a significant risk to the environment
Ogilvy Public Relations Worldwide
Measuring Results: Changed BehaviorFigure 11: Check Tire Inflation as Often as Recommended Respondents Overall and by Language, 2006 and 2008
Significant increase in residents who check tire inflation.
52% 53%
80%
45%
56%
75%
46% 52%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
2006 2008
Overall (2006 n=562; 2008 n=585) English (2006 n=190; 2008 n=195)
Spanish (2006 n=186; 2008 n=190) Cantonese (2006 n=171; 2008 n=196)
Ogilvy Public Relations Worldwide
Behavior Received Information from
Retailer
Yes No
Check Tire Inflation at Least Once a Month 62% 53%
Measuring Results: Changed Behavior
Table 4: Proportion of Respondents Who Check Tire Inflation Regularly by Exposure to Materials from Tire Retailer Respondents Overall, 2008