Campaign Update March August 2011

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Brent Marsh
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Campaign Update March 2011 - August 2011 In this report Cartridge Returns!... 2 Retail Promotions!... 3 Campaign Launch & Media... 4 Workplace Promotions & Other Promotions.

The annual re-launch of the Cartridges for Planet Ark campaign occurred on 3 May 2011 and involved media releases, an updated TV and radio CSA.

1 Campaign Update March August 2011 In this report Cartridge Returns!... 2 Retail Promotions!... 3 Campaign Launch & Media... 4 Workplace Promotions & Other Promotions... 5 Information Services!... 6 Report Summary This report summarises the return statistics and promotional initiatives undertaken by Planet Ark between 1 March 2011 and 31 August The annual re-launch of the Cartridges for Planet Ark campaign occurred on 3 May 2011 and involved media releases, an updated TV and radio CSA. Planet Ark developed new retail point-of-sale resources for the retail partners, as was the Choosing the Right Recycler guide which referenced Cartridges 4 Planet Ark. The Recycling Near You annual report was released referencing all participating OEMs.

2 !! Cartridge Returns Monthly Cartridge Returns As expected significantly higher returns were seen in March as the holiday period ended and the Divert newsletter was sent out. As shown in Figure 1 returns slowed in April and picked up again during the annual launch period of the program in May with continuing growth shown throughout June and August. Figure 1: C4PA Cartridge Returns Per Month Number of cartridges returned (items) 400, , , ,000 0 Divert Divert Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Corporate Total Corp/Retail Retail MobileMuster Returns The monthly Mobile Muster returns (consisting of mobile phones and accessories) are shown in Figure 2. Weight of mobile phones/ accessories returned (kg) Figure 2: Monthly MobileMuster Returns (Kg) 0 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Mobile Muster Items 2

retail stores (Officeworks, Dick Smith and Australia Post). This allowed us to gauge the effectiveness and suitability of each point-of-sale resource.

The release of the new point-of-sale products was designed to coincide with the program launch in May 2011.

Figure 3: Shelf talker Figure 5: Store poster for staff IS HELPING YOUR CUSTOMERS RECYCLE Every time you sell a cartridge, ask your customer to bring it back for recycling.

3 Campaign Update! March August 2011 Retail Promotions Point of Sale and In-Store Resources In 2010, a range of point-of-sale resources for the 'Cartridges 4 Planet Ark' program were used for the first time in retail stores (Officeworks, Dick Smith and Australia Post). This allowed us to gauge the effectiveness and suitability of each point-of-sale resource. Planet Ark developed 2011 campaign resources in consultation with Officeworks, JB Hi-Fi and The Good Guys, so that each retailer had a customised range of resources. The release of the new point-of-sale products was designed to coincide with the program launch in May All collateral was updated to reflect the streams (retail and/or corporate) that respective sponsors are involved in. Figure 3: Shelf talker Figure 5: Store poster for staff IS HELPING YOUR CUSTOMERS RECYCLE Every time you sell a cartridge, ask your customer to bring it back for recycling. What happens to the cartridges? Ink and toner are reused in pens or recycled for colourant Metals and some types of plastics are extracted and recycled to make new products Everything else is recycled into ewood a timber replacement product used to make items like outdoor furniture Why Recycle? Printer cartridges are a complicated assembly of mixed plastics, metal, toner powder, ink, foam and rubber. Recycling these materials saves energy, water and other resources. It also reduces greenhouse gas emissions. For more information visit Cartridges.PlanetArk.org Figure 6: Store poster for customers RECYCLE YOUR Figure 4: Shelf strip USED CARTRIDGES HERE RECYCLE YOUR Cartridges from our participating brands are accepted. IN STORE Collection Partners Participating brands Taking responsibility for our cartridges Cartridges.PlanetArk.org For more information visit Cartridges.PlanetArk.org or call

Market: Warren Circulation: 640 Type: Regional Size: 147.97 sq.

recycling rate of 2011 Ca used mpaign computers and televisions, the Planet Ark' recycling 'Cartridges 4 program reaches its 9th year of operation and

Hervey Bay City Independent 27-May-2011 Launch Page: 17 General News Market: Hervey Bay QLD Circulation: 22000 Type: Regional Size: 304.84 sq.

This is clear evidence that back Bay for Since 2003,Post Planetis Arktops has successfully workedrecycled with its participating manufacturers.

Bay residents have helped save almost 7,000 tonnes of plastics, metals, inks and toners from landfill by using recycling bins at the Pialba Post Office

"Or just bring them to the counter and we'll take it from there," Ms Dunn said.

so we can accept Queensland. It comes as no surprise to Post Office manager Sylvia Dunn.

"Used cartridges have a huge impact on the environment.

" contain chemicals that are potentially hazardous to the environment, as it can leach from landfill into waterways and ground water.

The 'Cartridges 4 Planet Ark' free, easy.

April 22 (Earth Day) because it fell over the Easter Long weekend.

An adaptable media release was also sent to councils and MPs back Australia-wide to encourage promotion of cartridge recycling in their respective areas.

As a result of the campaign launch promotional push the Cartridges 4 Planet Ark campaign was mentioned in 50 newspapers, one magazine and 4 times on the

out of don't break down and toner dust can This month the Cartridges 4 Planet Ark campaign celebrated its ninth year of rubbish saving with 15 million

"Key to the success of program has been the close and effective partnerships between responsible manufacturers, retail and workplace collection points

To date, 'Cartridges 4 Planet Ark' has 11-May-2011 The alternative is easy, just take your used three in Hervey Bay.

"Key to Sydney the success of the program has been Market: the close, and effective partnerships between Circulation: 58271 4 and retail manufacturers,

Planet Ark's sayssq.cms public.recycling Programs Manager.

month more than any other Post Office outlet in Queensland.

products at the end of their useful Pat on the back imnre.ccive 1;fp that participating man 'Cartridges 4 Planet A doing this voluntari says Sparrow.

4 Market: Warren Circulation: 640 Type: Regional Size: sq.cms --W---- back 15 million pieces of evidence As the Federal Government introduces 'producer responsibility' legislation that will greatly increase the recycling rate of 2011 Ca used mpaign computers and televisions, the Planet Ark' recycling 'Cartridges 4 program reaches its 9th year of operation and hits the 15 million cartridge mark. Hervey Bay City Independent 27-May-2011 Launch Page: 17 General News Market: Hervey Bay QLD Circulation: Type: Regional Size: sq.cms ----F-- producer responsibility programs are effective! This is clear evidence that back Bay for Since 2003,Post Planetis Arktops has successfully workedrecycled with its participating manufacturers. cartridges Brother, Canon, Epson, HP, Konica Minolta and Lexmark that have acted collectively to ensure responsible recycling of their printer Hervey Bay residents have helped save almost 7,000 tonnes of plastics, metals, inks and toners from landfill by using recycling bins at the Pialba Post Office on Central Avenue. cartridges with you on your next trip to the Post Office and drop them in the Planet Ark bins. "Or just bring them to the counter and we'll take it from there," Ms Dunn said. Last month the Post Office collected 231 "We get lots of professional printers drop cartridges, more than any other outlet in their cartridges off to us so we can accept Queensland. It comes as no surprise to Post Office manager Sylvia Dunn. "The excellent response that we have received from our customers in Hervey Bay shows how keen people are to help the environment," Ms Dunn said. "Used cartridges have a huge impact on the environment. "The plastics and metals that they are made anything from your home printers to industrial printers." contain chemicals that are potentially hazardous to the environment, as it can leach from landfill into waterways and ground water." The program is free and available in more than 30,000 locations nationwide, including 1,800 Post Office outlets Australia wide and cartridges. The 'Cartridges 4 Planet Ark' free, easy. is program recycling independently audited, and coordinated In 2011 the campaign launch for Cartridges 4 Planet Ark was moved from it s usual date of April 22 (Earth Day) because it fell over the Easter Long weekend. On the 3 May 2011 Planet Ark sent out general and region-specific media releases entitled 15 Million Pieces of Evidence. An adaptable media release was also sent to councils and MPs back Australia-wide to encourage promotion of cartridge recycling in their respective areas. Product stewardship was a key element of our communications for this year. As a result of the campaign launch promotional push the Cartridges 4 Planet Ark campaign was mentioned in 50 newspapers, one magazine and 4 times on the radio. out of don't break down and toner dust can This month the Cartridges 4 Planet Ark campaign celebrated its ninth year of rubbish saving with 15 million cartridges of success. "Key to the success of program has been the close and effective partnerships between responsible manufacturers, retail and workplace collection points and the general public," recycling programs manger Janet Sparrow said. through a network of over locations Liverpool Leader nationwide. To date, 'Cartridges 4 Planet Ark' has 11-May-2011 The alternative is easy, just take your used three in Hervey Bay. recycled Page: 2415 million cartridges, and diverted tonnes of plastics, metals, inks and General News toners from landfill. "Key to Sydney the success of the program has been Market: the close, and effective partnerships between Circulation: and retail manufacturers, responsiblecartridges Type: Suburban YOUR workplace collection RECYCLE DGESpoints and the general CARTRI USED Size: Janet Sparrow. Planet Ark's sayssq.cms public.recycling Programs Manager. --W---ads 01 Priam * TIN, A ARK Hervey Bay Post Office manager Sylvia Dunn with their well used printer cartridge bin that recycled 231 cartridges last month more than any other Post Office outlet in Queensland. Copyright Agency Ltd (CAL) licenced copy Ref: The proposed legislation will help all manufacturers to take greater responsibility for their products at the end of their useful Pat on the back imnre.ccive 1;fp that participating man 'Cartridges 4 Planet A doing this voluntari says Sparrow. "It social corporate com sustainability customers, suppliers Printer cartridg 'Cartridges 4 Planet to their original man recycled into new p resource recovery pa Other producer ru electronics in Aust Muster program f Century Yuasa netw the handheld battery offered by a variety Printer cartridges c for recycling in 'C collection boxes, lo and participating Norman, Dick Smith, Good Guys stores. To Find your neare Cartridges.PlanetArk 'Cartridges 4 Planet the LIVERPOOL: IF you handed in one of the 284,227 printer cartridges to be recycled in Liverpool, it's time to pat yourself on the back. After calling for the donation of used cartridges, Planet Ark depots in Liverpool were inundated with donations, saving tonnes of plastic, metals, inks and toners from choking our landfill. The collection will continue until the end of the year. To find your nearest drop-off point call For the launch Planet Ark posted news stories and promotional banners on the BusinessRecycling, RecyclingNearYou and National Recycling Week websites referring people back to the Cartridges 4 Planet Ark website. The news story on BusinessRecycling received 1,404 view, making it one of the most viewed stories on the site all year. Planet Ark placed a paid advertisement in the April / May edition of G Magazine (see figure 7). The DIVERT e-newsletter was sent out on the 3/4 May. Figure 7: G Magazine advertisement Copyright Agency Ltd (CAL) licenced copy Media The TV and radio Community Service Announcement (CSA) for the 2011 Campaign year was developed along the same lines as the 2010 version. This style was well received by the TV stations and allowed Planet Ark to reduce animation and production costs. The 2011 CSA can be seen at media/csa.cfm Reference to workplace collections has been removed to limit the number of inappropriate registrations (ie high unbillable returns). TV and radio CSAs were played for the duration of May. 4

5 ! Campaign Update! March August 2011!! Workplace Promotions New Corporate Registrations There were 241 new corporate registrations in March, 167 in April, 201 in May, 162 in June, 169 in July and 227 in August. Monthly registrations for the last year are shown in Figure Figure 9 : Number of new corporate registrations per month Number of new corporate registrations Jun-10 Aug-10 Oct-10 Dec-10 Feb-11 Apr-11 Jun-11 Aug-11 Planet Ark organised a special insert into the May edition of Australia Post s May Priority Magazine (see figure 8). The postcard refers people to enter an online competition to win prepaid VISA cards. Figure 8: Priority Magazine insert Other Promotions Choosing the Right Recycler Guide This resource has been designed to help small to medium businesses choose a good recycler for their waste. It provides key questions to ask a recycler to asses their credibility. This resource has been particularly timely given recent media coverage of illegal e-waste dumping, and was promoted through a Planet Ark media release issued in response to the media coverage. It is available for download from the Business Recycling website and has also been promoted through newsletters, social media networks and through the Business Recycling partners. Cartridges 4 Planet Ark is referenced twice and Close the Loop once in the resource. 5

RecyclingNearYou Annual Report The Recycling Near You Annual Report evaluates the use of the site over the previous year including the most popular searched items, trends, etc.

6 RecyclingNearYou Annual Report The Recycling Near You Annual Report evaluates the use of the site over the previous year including the most popular searched items, trends, etc. This report was sent out to environment departments, councils, media and through our newsletters. Much of the report focuses on e-waste and the Cartridges 4 Planet Ark logo features as a category partner. Additionally, Cartridges 4 Planet Ark is referenced in the text as an example of an effective voluntary scheme, and all participating OEMs are mentioned.!! Information Services Visits to the Cartridges 4 Planet Ark Website The trend in visits to the Cartridges 4 Planet Ark website (Cartridges.PlanetArk.org) grew dramatically during the annual launch period of the program in May and slowed in the proceeding months as expected. as shown in Figure 10. A total of 120,319 visits to the website were recorded in this period. Figure 10: Visits to the Cartridges 4 Planet Ark website 40,000 30,000 Number of visits Campaign Launch 20,000 10,000 0 Aug-10 Dec-10 Apr-10 Aug-11 Visits Visits/Enquiries to Other Planet Ark Sites That Promote C4PA The Planet Ark website (PlanetArk.org) features a Cartridges 4 Planet Ark page (PlanetArk.org/ campaigns/cartridges.cfm) that includes the OEM logos. The Planet Ark website also describes the program on its Current Campaigns page (PlanetArk.org/about/current-campaigns.cfm). These were visited a total of 4,794 times between 1 March 2011 and 31 August Planet Ark s National Recycling Week website also features an About Cartridges 4 Planet Ark page which was visited 811 times during the same period. A summary of visitor numbers to C4PA-related webpages as given in Table 1 (next page). 6

7 Table 1 : Summary of visitor numbers between 1 March August 2011! Campaign Update! March August 2011 Website Page Visits C4PA website Visits to C4PA website in total 120,319 Planet Ark website NRW website Downloads of promo resources (Posters, Flyers, s, Banner Ads, CSA plays) Visits to pages on that feature C4PA information Visits to ʻAbout C4PAʼ page on National Recycling Week (NRW) website 2,822 4, The number of visits to each individual C4PA partner About page on the campaign website are shown below in Table 2. Table 2 : Number of visits to C4PA partner pages within C4PA website, 1 March August 2011 Pages in C4PA Website Visits Total for OEM ʻAboutʼ pages 2,147 About Brother 495 About Canon 404 About Epson 505 About Konica Minolta 357 About Lexmark 386 About HP 280 General Participating Manufacturers index page 401 About Retailers page 555 About Close the Loop 391 Process at Close the Loopʼs factory 2,192 Between 1 March 2011 and 31 August 2011 there were 3,769 referrals from the Cartridges 4 Planet Ark to the sponsoring OEM websites (see Table 3 for a breakdown to individual websites). There were 1,097 referrals from the National Recycling Week website to the sponsoring OEM websites. 7

8 Table 3: Number of referrals to partner websites from the C4PA website, 1 March August 2011 Website Enquiry Type Total Campaign Update March August 2011 C4PA Website Referrals to Brotherʼs website 836 Referrals to Canonʼs website 1001 Referrals to Epsonʼs website 651 Referrals to Konica Minoltaʼs website 590 Referrals to Lexmarkʼs website 691 Referrals to HPʼs website 445 Referrals to Close the Loop website 1909 NRW website Referrals to OEM homepages 1097 Of the 120,319 visits between 1 March 2011 and 31 August 2011, 81,069 were non-referred (ie viewers came directly to the website after clicking on a link, typing in the URL or using a bookmark). The top referring group of websites consisted of search engines such as Google and Bing. The group of Planet Ark websites was responsible for 7,654 referrals. The referrals from Close the Loop, OEMs and Retail partner websites is given in Table 4. Table 4: Referrals from C4PA partner websites, 1 March August 2011 Websites 8 Referrals Planet Ark websites 7654 Close the Loop 426 Brother 0 Canon 39 Epson 11 Konica Minolta 64 Lexmark 52 HP 3 Australia Post 128 Officeworks 2 JB Hi-Fi 2 Dick Smith/Tandy 0 The Good Guys 0 Harvey Norman 0

Cartridges 4 Planet Ark 2009 Campaign Report

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