City of Concord
Used Motor Oil Recycling Center- Public Awareness Program
The City of Concord Used Motor Oil Recycling Center opened in June
of 1994, and is funded by a grant from the California Integrated
Waste Management Board. It was established to provide a centralized
location for the community to legally dispose of used motor oil.
As of June 1996, the Center collected an average of 1,000 gallons
of used oil per month. In July of 1996, the City installed a new
oil collection tank with an increased capacity of 1,000 gallons
to accommodate an increase in the utilization of the center by the
community.
The objective of the Concord Used Oil Recycling Public Awareness
Campaign was to expand the use of the facility by all segments of
the community, and to inform, educate and inspire action by the
community to make a conscious, positive choice to preserve the environment.
To meet these objectives IMLogo was selected to
maximize the effectiveness of the public awareness campaign. The
main campaign focus has been to develop public education advertisements
and materials targeting the Hispanic community in Concord that
address the proper collection or disposal of used oil. This is
part of the overall goal of educating citizens, community organizations,
and neighborhood groups to increase their involvement and participation
in the program.
The campaign started with the development of campaign concepts
and strategies to
publicize the program among community newspapers and community
radio stations to reach Spanish and English speaking residents.
Newspaper display advertisements were developed in Spanish for placement
in La Nueva Prensa, the leading Spanish language newspaper in Northern
California, and in English for placement in the Concord Transcript.
This print media strategy provided the perfect reminder medium when
combined with the powerful motivational medium of local radio advertising.
The radio campaign has been coordinated with two community stations,
Spanish language station KZWC, and local station KATD. These stations
were selected for their penetration into the target market segments
(neighborhood groups and the Hispanic population in Concord). Negotiations
with these stations resulted in prime placement and saturation of
the radio spots, and matching contributions of PSA's by each station.
This has resulted in a total of 83 airings of the campaign message
over a two week period in early August, 1996.
In conjunction with the media components, we developed Spanish
language public education materials addressing the proper collection
and disposal of used motor oil that are targeted do-it-yourselfers.
A Spanish language used oil recycling P.O.P. display was produced,
and includes a poster and brochures with used motor oil recycling
information and locations. These displays have been placed at the
Recycling Center, community certified collection centers, and at
a total of 53 neighborhood retail outlets including auto supply,
hardware and general merchandise stores. To promote the use of
the Center, free oil changing drain-pan containers have been available
at the Center.
Since the implementation of the campaign, awareness of the Concord
Used Oil Recycling Center and other community certified collection
centers has increased dramatically. The newspaper advertisements
have been very effective in communicating the center's availability,
location, hours and guidelines. Both KZWC and KATD have reported
numerous inquiries regarding the program after each airing of the
radio spots. The Contra Costa Clean Water Program were so impressed
with the response that they are incorporating the P.O.P. component
of the campaign to support their county-wide program, expanding
the penetration of the campaign county-wide to the Spanish language
population. The City of Concord is very pleased to report that
its collection of used oil has exceeded the City's projections by
300% in the first month of the campaign.
Contact:
Peter Dragonvich, City of Concord, Program Director
1950 Parkside Dr., Concord, CA 94519 (925) 671-3085
City of Concord
Used Motor Oil and Household Hazardous Waste Recycling Program
- Public Awareness Campaign (Phase 2)
Phase 1 of the campaign started with the development of campaign
concepts and strategies to publicize the program among community
newspapers and community radio stations to reach Spanish and English
speaking residents. After the completion of phase 1, the City of
Concord reported that its collection of used oil exceeded the City's
projections by 300% in the first month of the campaign.
The City of Concord Recycling Program continued its successful
relationship with IMLogo to sustain and maximize
the effectiveness of the public awareness campaign. The focus
of phase 2 of the public awareness campaign was to develop additional
public education advertisements and materials targeting the Hispanic
community in Concord that address the proper collection and disposal
of used oil and household hazardous waste.
A radio campaign was coordinated with two community stations, Spanish
language station KZWC, and local station KATD. These stations were
selected for their penetration into the target market segments (neighborhood
groups and the Hispanic population in Concord). Negotiations with
these stations resulted in prime placement and saturation of the
radio spots, and matching contributions of PSA's by each station.
This has resulted in a total of 100 airings of the campaign message
during the months of May, June and July 1997.
In conjunction with the broadcast media components, a Spanish language
public education advertisement was produced for publication in KZWC's
Cinco de Mayo Magazine. This special edition magazine was distributed
through businesses and community organizations frequented by the
Hispanic community, and at the annual Cinco de Mayo festival which
was attended by an estimated 13,000 people. The addition of this
Spanish language advertisement was viewed as a logical, useful component
that expanded the awareness of the center and its programs in the
Hispanic segment of the community. This print media strategy provided
the perfect reminder medium when combined with the powerful motivational
medium of local radio advertising.
Since the implementation of Phase 2 of the campaign, awareness
of the Concord Used Oil Recycling Center and other community certified
collection centers has continued to increase. The campaign has
been very effective in communicating the center's availability,
location, hours and guidelines. Both KZWC and KATD have reported
numerous inquiries regarding the program after each airing of the
radio spots. Feedback from participating merchants and organizations
found that there was a general consensus to continue efforts to
increase the awareness of the need for proper recycling of used
motor oil and household hazardous waste by the community. The City
of Concord expressed pleasure with the results of the campaign which
increased community participation at the events by generating over
1,700 new inquiries.
Contact:
Peter Dragonvich, City of Concord, Program Director
1950 Parkside Dr., Concord, CA 94519 (925) 671-3085
Contra Costa County and Participating Cities
Contra Costa Clean Water Program - Awareness Program
As part of a larger project team, IMLogo played
a significant role in developing the Contra Costa Clean Water Program
(CCCWP) image and public education activities. Benchmark research
(telephone survey and focus groups) provided quantitative and
qualitative
measurement of stormwater pollution awareness and practices. The
initial research supported development of a program identity,
a
tag line and creative messages. Creative direction for three PSAs
and two videos was established using research results. A subsequent
telephone survey measured change in public perception and practices
and has assisted CCCWP in the most targeted use of their budget.
The CCCWP project team has had dramatic success placing PSAs and
developing media relations opportunities to complement their advertising
schedule. PSA (broadcast and print) value greatly exceeded (approx.
25 times) the labor investment to place the PSAs. The team also
targeted residents with cable television and outdoor advertising
to build an effective campaign that balanced reach and frequency.
The team has established solid media contacts which will enhance
placement of the BASMAA advertising and PSA schedule.
A Kick Off Event for CCCWP announced the program and its purpose
to the public through local and regional media. Speakers included
a Congressman, environmental organization representatives and local
politicians. Attendees were treated to a performance by the Boogie
Down Jugglers, an act that communicates a clean water message through
circus antics and audience involvement. The Jugglers appeared at
high school and elementary schools during the '94-'95 academic year.
The CCCWP team has provided both centralized products and products
designed for implementation at a local level. Development and distribution
to all elementary schools of a teachers curriculum guide to accompany
the EcoMasters video game was accomplished by working with the county
science curriculum coordinator. Collateral materials (brochures,
flyers) are designed with central and local production in mind.
Contra Costa County motor oil retailers supported placement of
point of purchase (POP) materials to educate do-it-yourself oil
changers about the proper disposal of motor oil. The POP materials
were designed and placed by the CCCWP team. Additionally, a database
of participating retailers was developed to support future POP efforts
and possible certification as used oil collection centers. All
retailers surveyed were elated with the display and 100% participation
for the second year was expressed. The City of Concord alone has
well exceeded its oil recycling goals by ten times. Water quality
levels are difficult to accurately monitor with respect to campaign
efforts. The entire project team had a $240,000 budget per year
which has been maintained. We are currently in our third year.
The campaign was extended and used by the City of Concord's used-oil
recycling program in an effort to build on all existing work previously
done.
Contact:
Ms. Leslie Regos, CH2M Hill, Project Manager - (510) 251-2888
Ext. 2041
1111 Broadway, 12th Floor, Oakland, CA 94607 (510) 251-2888 Ext.
2041
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