Twin Falls Program Review Monday, July 23, 2012

Transcription

1 Twin Falls Program Review Monday, July 23, 2012

2 Overview of Presentation Community Engagement and Participation Subscriptions Recycling Participation Reward Performance Curbside Recycling Performance Marketing and Outreach Review Activities Through Year s End Summary of Key Points

3 Community Engagement and Participation

4 Subscribed Members Subscribed Members 43% city wide Residents signed up for the Recyclebank Recycling Program (max. one per location served) - 40% increase in Subscribed Members since program launch 5,800 5,738 5,600 5,400 5,200 5,000 4,800 4,600 4,400 5,395 4,200 4,000 4,105 Jan-11 Jan-12 Jun-12

5 Target Subscription Rate: 30% Progress Towards Approximate Subscription Goal Subscription Goal Current Subscription 0% 10% 20% 30% 40% 50% Subscription Rate (%) Recyclebank sets a target for a community s subscription rate based on demographics, type of program (existing recycling program conversion from bins to carts) and comparative market performance throughout similar Recyclebank participant communities.

6 Member Engagement Industry Recyclebank Each year Americans have some type of activity in only 46% of the Loyalty programs they sign up for. Each year over 90% of Members are active (earning points, spending points, logging in). (Source: 2011 Colloquy Loyalty Census)

7 Q Local Reward Performance Total Rewards Ordered: 1,120 Total Local Rewards Ordered: 523 National 597 Local % of all reward redemptions were local offers

8 Reward Performance & Value Last 12 Months* Member Savings: $35,391 Co-spend Value: $39,328 Value of earned points: $221,000 Currently testing performance of new rewards, including destination, cultural, entertainment, and sweepstakes. We plan to introduce new rewards later this year. *July 2011-June 2012

9 Rewards Redemption Industry Recyclebank Each year only 8% of airline loyalty program members redeem miles for a flight. Each year over 20% of Recyclebank members redeem points for rewards. (Sources: Market Platform Dynamics Loyalty 2.0) In the last 12 months, 17% of Twin Falls subscribed members redeemed points.

10 Curbside Recycling Performance

11 Recycling Participation Locations where valid RFID information was submitted to Recyclebank Recyclebank members recycle 51% more than non-members Setouts per Household per Month Recycled Pounds per Household per Month Subscribed: Nonsubscribed: Nonsubscribed Subscribed.87x 1.14x 21lbs 32lbs *Data is for 2011 based on data provided by equipment on PSI trucks

12 TONS Monthly Recycling Tonnages - Average monthly recycling tonnages have increased 420% since Jan Feb March April May June July Aug. Sept. Oct. Nov. Dec. MSW data shows that overall waste generation is down 12% since 2010 and diversion is up 420%. Your residents are responding very positively to your recycling program.

13 Marketing and Communications Direct Mail

14 January 2011; Registration Mailer

15 October 2011; Registration Bill Insert

16 February 2012; Lincoln Elementary Bill Insert

17 February 2012; Twin Falls Times Lincoln Elementary Sticky Note

18 May 2012; Recycle More Letter

19 July 2012; Recycle More Bill Insert

20 TV Commercials

21 September 2011; KTFT Registration Ad

22 February 2012; KMVT Lincoln Elementary Ad

23 July 2012; KMVT Recycle More

24 July 2012; KMVT Tips & Tricks Ad

25 Digital Media

26 February 2012; Facebook Ads

27 April 2012; Twin Falls Community Page Your Community Local Recycling Scorecard Local Deals & Discounts Community Activity Locally Relevant Education Local Recycling Resources

28 May 2012; Diversion

29 Community Involvement

30 April 2012; Lincoln Elementary Green Schools Grant

31 May 2012 May 2013; Chamber of Commerce Member Friday Facts May 25, 2012 In This Issue Chamber News Business Specials Community Events Monthly Events Weekly Calendar for May 28-June 2, 2012 Monday, May 28 Memorial Day - Chamber office closed Wednesday, May 30 3:000pm - Ribbon Cutting at Willowbrook Assisted Living (1871 Julie Ln) Friday, June 1 9:00am - Ribbon Cutting at Magic Valley Flight Simulation (Canyon Springs Golf Course, lower level parking lot) Saturday, June 2 9:00am - Ribbon Cutting at Timberline Exterior (2796 Addison Ave E, breakfast will be served) Business After Hours Thursday, June 28 5:30-7pm Hosted by First Federal (383 Shoshone St N) M2M Connection Wednesday, June 6 8-9am at the Chamber Office, guest speaker Jill Stone, sponsored by Addison Photography Twin Falls Today Tuesday, June 12 12noon-1pm sponsored by Filer Mutual Telephone. Held at Rock Creek. Please specify prime rib sandwich, chicken sandwich or cobb salad. Call to RSVP by June 8! Chamber News and Business Recyclebank - The Twin Falls Chamber of Commerce is excited to welcome Recyclebank as one of our newest Chamber members - and we're passing along this special invitation to invite you to become a Recyclebank Reward Partner. We are very excited about this program as it rewards community members for going green and encourages them to frequent local businesses -- a true win-win for all of us! What is Recyclebank? Recyclebank motivates families in Twin Falls to take green actions, like recycling, by

32 Activities Through Year s End

33 Recyclebank Initiatives Q Q Recycle More digital communication 2. Green Your Back to School 3. Recycle More letter 4. Merchant letter 1. Recycle More bill insert 2. KMVT TV ads

34 Summary of Key Points

35 By leveraging print, television, community, and digital assets, Recyclebank has become the marketing and communications engine for spreading the recycling message in Twin Falls.

36 No Recyclebank means the loss of this messaging infrastructure and outreach.

37 Financial Scorecard (2011) Current cost of the Recyclebank program to the City = (13,400hh X $1/hh/month) $160,800 Additional funds as a result of recycling activity = (~$68,839 tip fee savings + $35,737 material revenue) - $104,576 Net cost to City of Twin Falls = $56,224 Net Per household monthly cost to City = $0.35 (($56,224/13,400)/12)

38 Recyclebank Value Proposition: 1. Replaces the need for a Recycling Coordinator 2. Serves as a retained advertising agency for the City 3. Creates content with specific community messaging that makes recycling fun 4. Keeps recycling top of mind with your residents loss of messaging could result in a program plateau 5. Residents are rewarded both directly and indirectly for their positive actions 6. Constituent discontent Residents in Twin Falls value Recyclebank according to the City s December survey

39 Source: City of Twin Falls SurveyMonkey Report; December 2011

40 Source: City of Twin Falls SurveyMonkey Report; December 2011

41 More Than Just Recycling and Rewards Environmental Awareness, Pride in Community Benefits Print, TV, and Online Engagement Drive Awareness Earning Points Tracks Green Behavior and Impact Aspirational Savings (Gift Cards, Donations, More) Education and Green School Initiatives Belonging and Participating is Value Enough to Some

42 Thank you! Q&A