Used Oil Recycling Program Review
Assistant Planner Sowers informed the committee that Industrial Strength Advertising is the current provider of the public information material for the used oil program. Staff is looking to re-evaluate the current services provided for possible changes. Assistant Planner Sowers stated that Industrial Strength Advertising and Curbside, Inc. would be making presentations on their services to the committee. Industrial Strength Advertising will focus on its specialty, public education while Curbside, Inc. will focus on its specialty, pick up of used oil from residential homes.
Chairman McNelly welcomed Mr. Couchman and Ms. Collins from Industrial Strength Advertising and turned this portion of the meeting to them for their presentation. Mr. Couchman stated that there are three main sections of the presentation. These include updating the committee on the current program, presenting the agencys plan for the remainder of the year and beyond, and to confirm the next steps, then answer any of the committees questions
Most do-it-yourselfers dispose of the used oil correctly. A stubborn minority (15% TO 20%) improperly disposes of the used oil by putting it in the trash or burying it in the ground. The target audience for the public education is usually younger men 18-24 in age. When it comes to oil recycling public education the purpose is to maintain the status quo with the majority while really focusing on the stubborn minority. The Citys expanding population, influx of people with low degrees of environmental awareness, normal demographic turnover of a large population, residents dependence and unyielding affinity for the automobile contribute to the lingering problem of used oil pollution.
The purpose of public education is to reduce household hazardous waste in the waste stream. He explained that it is acceptable to change automotive oil every 5,000 miles versus the every 3,000 that is encouraged by companies such as Jiffy Lube. Public education can increase awareness of the problem and address the solution. Convenience is the key factor influencing disposal behavior. Since 1996, Industrial Strength has worked on half a dozen oil recycling public education programs. They are very familiar with all material provided through the California Integrated Waste Management Board and other organizations which all point to the same issue of convenience.
Public education offers another way for the private sector to participate. The best opportunity to educate the public is to advertise where they buy their new oil. There is a much greater effort to advertise HHW programs using multi-media. He referred to a report written by the Heal the Bay organization titled Hidden Toxins in our Homes. A much greater effort to advertise HHW programs using multi-media is needed to increase public participation. Programs must concentrate on educating the do-it-yourselfers and multi-ethnic communities because those populations have not been adequately targeted. Local government must do a better job of promoting the programs, and business with recycling programs such as Chief Auto Parts and Pep Boys need to put prominent displays in their stores.
Industrial Strength Advertising has been the Citys contractor since 1998. The Citys program consists of a seasonal multi-media campaign of outdoor and newspaper advertisements. They have provided the City with point-of-purchase media materials and the City issued these materials to local automotive stores. They have done some infrequent direct mailings through the water bill, and provided a slide for the Citys cable television station.
He reviewed some of the advertisements used on the bus shelters and listed the locations. A positive aspect is that the City has been able to use the creative designs previously used by other cities. However the Shadow Man poster design used last year was specifically designed for the City of Fullerton. This design won a nationally recognized American Graphic Design award.
The plan for 2003-04 is to continue relying on a media mix with bus shelter posters, newspaper ads with the Fullerton News Tribune and the Daily Titan, which reaches a younger crowd. With Staffs direction, Industrial Strength would like to update point-of-purchase education and increase its role through counter cards, floor graphics, posters and banners. The number of collection centers has decreased since the beginning of the program, which reduces the convenience of recycling. A program profile was previously sent to every local automotive store about the recycling program. However City funding did not allow for continued work with the collection centers.
Committee member Twineham asked why the program is only advertised for four months. Mr. Couchman responded that it is a budget issue. There is a seasonality pattern to car use. Typically during the late spring, early summer months there is a lot of more do-it-yourself activity. Chairman McNelly asked if they would be able to come back for additional questions. Mr. Couchman agreed that they would be available with some reservations. Committee member Roberts suggested instead of an actual visit that the committee might be able to participate with a conference call to save time. Mr. Couchman then advised the committee of the difference between the services provided through Industrial Strength and Curbside Collections Inc.
Brian Kelly with Curbside Collections introduced his program to the committee. Curbside specializes in collecting used motor oil from individual residences. Most of their collecting is from a different demographic. Curbside has installed over 2,500 centers over the last eight years and have worked with over 19 cities in Southern California. Committee member Twineham asked if they collect other fluids besides the oil. Mr. Kelly stated that they can but the funding would come from a source other than from the used oil grant. The program covers used oil and batteries. Curbside can customize a program to collect others hazardous materials. They also provide storm water prevention and e-waste programs. In 2006 all electronic devises will be considered hazardous waste.
The city currently has 11 collection centers 9 of which are auto parts stores. Assistant Planner Sowers asked as part of the program if they would coordinate with the collection centers on reporting. Mr. Kelly said yes and they would target accurate reports. The city would receive a report after individual site visits. Chairman McNelly asked how often the service would be provided. Mr. Kelly noted that it is based on demand and budget developed for the program.
Assistant Planner Sowers inquired how their curbside pickup program is implemented. Mr. Kelly said that is based on density and would combine with surrounding cities that currently use their service. Chairman McNelly asked if a resident would need to call for collection? Mr. Kelly confirmed that they would. Chairman McNelly asked about the kind of containers used. Mr. Kelly said the container must be a legal container with a lid as long as it is not leaking. However, depending on the drivers discretion, he might accept a leaking container to dispose of it properly.
Chairman McNelly asked about the demographics of people changing their own oil that use their program. Mr. Kelly targets the entire demographic. Committee member Roberts asked if they pick up at apartment complexes. Mr. Kelly responded affirmatively. Assistant Planner Sowers asked why curbside is an attractive option now to those who were not participating in the program before. Mr. Kelly said that Curbside would survey the participants for the answer. Assistant Planner Sowers asked what type of response they are receiving from surrounding cities. Mr. Kelly stated that their services have not detracted from the collection rates of certified centers. They are targeting those that are holding on to their waste. Assistant Planner Sowers asked about the cost for Curbsides service. Mr. Kelly said it is a flexible program to meet the Citys needs. Committee member Roberts clarified that Mr. Kelly would need a list of the Citys needs then he will give the city a proposal.
Assistant Planner Sowers stated that the item will come back to the committee in April or May after reviewing funding. Committee member Pugh asked if Industrial Strengths did any work after the contract ended. Assistant Planner Sowers noted that she would investigate further.
Committee member Adamson asked staff to layout options for review. Chairman McNelly asked if there is an Orange County master sheet on what other cities are doing. Assistant Planner Sowers will check with other cities. The committee expressed their concerns with both presentations and agreed to review the program at the next meeting.
