Used Oil Hits a Homerun With Minor League Baseball
Paula SmithPaula Smith
Tennessee Department of Environment and Tennessee Department of Environment and ConservationConservation
Partnership with MLB
2004 Season – “Don’t Be a Dipstick! Recycle 2004 Season – “Don’t Be a Dipstick! Recycle Used Oil.”Used Oil.”
2005 Season – “You Dump it. You Drink it.” and 2005 Season – “You Dump it. You Drink it.” and “Keep Oil Where It Belongs – In the Engine.”“Keep Oil Where It Belongs – In the Engine.”
GO NASHVILLE SOUNDS!!GO NASHVILLE SOUNDS!!2005 PACIFIC COAST LEAGUE CHAMPIONS2005 PACIFIC COAST LEAGUE CHAMPIONS
Why Minor League Baseball?
Statewide coverageStatewide coverage Concentrated Concentrated
demographic demographic Record attendanceRecord attendance Variety of media and Variety of media and
outreach opportunitiesoutreach opportunities Affordable family Affordable family
entertainmententertainment
Sponsorship Elements
Program AdvertisementProgram Advertisement Radio Advertising (:30 second spot)Radio Advertising (:30 second spot) Website AdvertisementWebsite Advertisement Mascot Appearance at Outreach EventsMascot Appearance at Outreach Events Survey OpportunitiesSurvey Opportunities Youth Activities Book ProgramYouth Activities Book Program Tabling/Booth NightsTabling/Booth Nights Public Address AnnouncementsPublic Address Announcements
What we learned in 2004
Most DIYs already recycled oilMost DIYs already recycled oil Lawn mower DIYs and boaters were Lawn mower DIYs and boaters were
identified as a new audienceidentified as a new audience Drain pans were a HIT!Drain pans were a HIT!
2005 Goal
Target all drivers to Target all drivers to Keep Oil Where It Belongs – In Keep Oil Where It Belongs – In The Engine.The Engine.
Invite local storm water programsInvite local storm water programs Encourage BMPsEncourage BMPs Measure success with survey resultsMeasure success with survey results
What we learned in 2005
Market was oversaturated with drain pansMarket was oversaturated with drain pans Surveys were a challenge in Post SeasonSurveys were a challenge in Post Season Difficult message to share in short time Difficult message to share in short time
periodperiod Provided name recognition for Used Oil Provided name recognition for Used Oil
Program and TDEC (Tennessee Department Program and TDEC (Tennessee Department of Environment and Conservation)of Environment and Conservation)
Changed Oil
0
20
40
60
80
100
120
140
160
Number of Games Attended (Pre and Post Season)
1-5 Pre 1-5 Post 6-10 Pre 6-10 Post >10 Pre >10 Post
Recycled Oil
0
5
10
15
20
25
30
35
40
45
Number of Games (Pre and Post)1-5 Pre 1-5 Post 6-10 Pre 6-10 Post >10 Pre >10 Post
Fixed Leaks and Drips
0
5
10
15
20
25
30
35
Number of Games (Pre and Post)
1-5 Pre 1-5 Post 6-10 Pre 6-10 Post >10 Pre >10 Post
Explanation for Results
Survey was not scientificSurvey was not scientific $140,000 split between nine parks – results $140,000 split between nine parks – results
may not be apparent in surveymay not be apparent in survey
Next Season
Continue targeting all drivers toward BMPsContinue targeting all drivers toward BMPs Tailor sponsorship to large print, multiple Tailor sponsorship to large print, multiple
signage locations, larger signage, water signage locations, larger signage, water fountain sponsor, etcfountain sponsor, etc