OCWR Eco Challenge Annual Report - 2017 by Rocket Launch Marketing & PR

OC Waste & Recycling Discovery Cube Partnership A N N U A L F e b

2 0 1 7

R E P O R T -

J a n

2 0 1 8

Table of Contents Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . 2 Summary of Activities . . . . . . . . . . . . . . . . . . 4 Educational Outreach Program . . . . . . . . . . . 7 Eco Challenge Angels Baseball Poster Contest. . . . . . . . . . . . . . . . . . . . . . . 10 Outreach Events Eco Challenge Day at the Cube. . . . . . . . . . 12 Fiesta Angels. . . . . . . . . . . . . . . . . . . . . . . . 14 Eco Challenge Day at the Honda Center. . . 16 Marketing, Promotion and Outreach. . . . . . 18

Introduction

As OC Waste & Recycling (OCWR) and Discovery Cube Orange County (DCOC) entered the fifth year of partnership in support of the Eco Challenge Public Education & Outreach Program, we aimed to show sustainability in driving longterm behavior change in our community year after year. This campaign has proven successful over the past four years in utilizing partnerships and incentives to mobilize Orange County residents to “take the Eco Challenge” through a variety of calls to action. We entered this fifth year with a firm understanding of the tactics that drive behavioral change, and sought even greater success by targeting a larger volume of Orange County residents with Eco Challenge messaging. As a result, we capitalized on programs that have proven successful in achieving measurable behavior change by utilizing new and expanded communication channels to reach a larger audience. This was achieved through increased resources toward DC-OC’s communication channels and a focus on reaching the large multicultural population in Orange County. OCWR’s and DC-OC’s respective organizational initiatives align through the goals of this partnership: • Drive target audiences to DC-OC for a hands-on, educational experience with the County’s three Eco Challenge exhibits. • Increase awareness and sustain meaningful behavioral improvement of reusing, reducing, recycling and household hazardous waste (HHW) disposal practices. • Implement integrated marketing activities including high-potential, costeffective paid and unpaid media (in-kind activities). Unpaid media refers to activities and opportunities through partnerships, sponsorships and value-added opportunities. • Expose Orange County residents, community/department partners, County agencies and private/public entities to the Eco Challenge brand and key messages. • Create universal, county-wide messages and materials that can be utilized by other partner agencies for customization and implementation. • Develop and implement meaningful tracking methods to measure the quantitative success of the project/programs. • Build upon business and community partnerships developed with regard to Eco Challenge at no additional cost to the County. • Integrate Eco Challenge social marketing programs by continuing the Eco Challenge message of reducing, reusing and recycling. • Conduct ongoing and aggressive monitoring of results and measurables to identify new opportunities, programs, and events to ensure success.

The Countyâ&#x20AC;&#x2122;s Eco Challenge exhibits at DC-OC consist of three components:

Discovery Market focuses on making ecofriendly decisions while shopping. From teaching guests to select items with environmentally friendly packaging to showing the difference between fresh and canned goods, Discovery Market aims to change buyer behavior one simple decision at a time.

Race to Recycle turns recycling and sorting trash into an exciting game that all ages can enjoy. As guests step up to a game station, they are challenged to identify different types of waste (green, landfill and hazardous) from a trash truckâ&#x20AC;&#x2122;s conveyor belt more quickly and accurately than others playing the game.

Eco Garage helps guests to identify items in their own garages (and homes) that should be properly disposed of at their local Household Hazardous Waste drop-off location. As guests are asked a series of questions about items inside the garage, they are often surprised to learn about things they should not throw in their own garbage.

Summary of Activities

The Eco Challenge Strategic Marketing Plan for 2017 capitalized on successful campaigns and initiatives from the past four years by utilizing our partners and marketing dollars to reach a larger audience with Eco Challenge messaging and further increase our impact in Orange County. While the individual components can be broken down into different campaigns, the campaigns were also integrated in order to carry momentum from one initiative to the next and maintain consistent and relevant messaging throughout the year. This plan was created to: • Leverage the assets of OCWR, DC-OC and their respective partners to support Eco Challenge initiatives. • Create intentional and integrated campaigns and programs that rely upon and support one another. • Fully utilize DC-OC’s resources to open up new opportunities for engagement. • Capitalize on underutilized in-kind opportunities and use them strategically to create new and grow existing initiatives. • Communicate to a larger population of Orange County residents with a focus on multi-cultural communities in order to drive greater impact.

With this framework for success in mind, the following initiatives were carried out in 2017:

Eco Challenge Angels Baseball Poster Contest

The Angels Baseball Eco Challenge Poster Contest leveraged the rare experience of becoming an Angels “bat kid” in order to generate excitement and inspire kids to think critically and create a poster about organics and food waste. Contest winners were awarded a “bat kid” experience and recognized during an on-field ceremony featuring members of the Board of Supervisors and Board staff.

Eco Challenge Outreach Events

Eco Challenge Outreach and Collection Events have become the focal point of the Eco Challenge campaign. In partnership with community leaders: DC-OC, Angels Baseball and the Anaheim Ducks, these events drew hundreds of residents and resulted in a variety of measurables and tremendous engagement. Promotional efforts this year focused on reaching a larger audience, especially within Orange County’s multicultural communities. In its second year, DC-OC’s celebration of Earth Day with Eco Challenge Day at the Cube was hosted on April 22 (Earth Day) in support of DC-OC’s Environmental Stewardship initiative and the County’s educational messaging to promote recycling and encourage composting. This event was the launching point of awareness for taking the Eco Challenge this past year. An activation at the Angels’ “Fiesta Angels” event followed on May 6, which attracted over 5,000 attendees and featured a significant footprint for Eco Challenge including a player appearance. The year was concluded with Eco Challenge Day at the Honda Center in celebration of America Recycles Day on November 4. As a result of these efforts, the strategic marketing plan tied existing programs together with new initiatives in a calculated manner that resulted in tangible and measurable outcomes including: • Sustained attendance throughout the year to the County’s Eco Challenge exhibits at DC-OC. • A lift in the overall presence and effectiveness of Eco Challenge messaging both in the community and at DC-OC. • A cohesive marketing strategy made up of interdependent campaigns that built on itself and created opportunities for future educational growth. • An intentional plan toward social integration and measurables associated with online engagement and reach.

Summary of Activities (continued)

Marketing Results

Education at the Cube

Community Impact

Results

Activity

2013

2014

2015

2016

2017

Students Taught in Outreach

4,123

7,191

7,961

6,877

4,460

Material Diverted from Landfills

10 tons

29 tons

16 tons

34 tons

15.3 tons

Eco Challenge Event Participants

2,094

2,306

1,857

5,306

6,244

Stage Show Participants

74,350

74,867

81,939

6,877

n/a

Total Visitors to Eco Challenge Exhibits*

393,968

418,253

457,763

510,382

469,029

Message Impressions**

58,600,000 65,055,140 12,824,084 23,965,239 20,595,409

Surveys Collected

940

4,344

1,909

1,673

655

Visits Added to Eco Challenge Exhibits*** (Through free child coupon)

22,010

14,895

11,219

11,798

4,709

*Based on visitor surveys, 97% of visitors to Discovery Cube experience the Eco Challenge exhibits. Total visitors is calculated based on this figure as a percentage of total attendance. **Message impressions has been adjusted from prior year to more accurately reflect impressions from the Angels Big A segments. Decrease in impressions from prior year is a result of shifting priorities from impressions-based advertising/coupon focused campaigns, to initiatives that drive higher engagement, behavior change and impact. *** Visits added to Eco Challenge exhibits decreased as a greater emphasis was placed on Eco Challenge Day recycling events and creating more meaningful impact.

Educational Outreach Program

The Eco Challenge educational outreach program reaches sixth-grade students in 13 cities throughout Orange County and teaches and engages them in “reduce, reuse, recycle” principles through an in-school assembly program, which is paired with a fieldtrip to Discovery Cube Orange County to explore the County’s Eco Challenge exhibits. In this fifth year, the program has plateaued due to a shift in the acceptable uses of the Beverage Container Recycling Fund. With this recent shift, the content of the Eco Challenge educational outreach program limited the number of students that were able to be funded, signifying the need to reevaluate or change the program in the coming years.

Student Assemblies and Field Trips

The Eco Challenge education outreach program reaches sixth-grade students in Orange County through an in-school assembly taught by a teacher from DC-OC, followed by a field trip to DC-OC to augment learning by experiencing the County’s Eco Challenge exhibits. The in-school assembly is an interactive presentation utilizing student-driven demonstrations and handheld responders that teaches students “reduce, reuse, recycle” concepts in an engaging manner including how they can divert waste from our landfills and properly dispose of household hazardous waste. The field trip then brings students to the Eco Challenge exhibits at DC-OC where these concepts are reinforced for long-term learning and understanding. Upon program completion, students receive a take-home educational booklet, home survey, and household hazardous waste collection box, which encourage them to implement their learnings at home. Each classroom is also provided with a trash can and recyclables collection bin.

Educational Outreach Program (continued) “Minute to Win It” Stage Show

The Eco Challenge “Minute to Win It” stage show is a fast-paced and energetic presentation that brings to life the concepts of reduce, reuse, and recycle for guests at DC-OC. The show uses a competition format to engage its audience as they compete against each other to complete different recycling tasks within a minute timeframe. Concepts include reducing, reusing, and recycling, and proper household hazardous waste disposal. Over the past year, this show was presented to 4,460 students.

Grant Management and Sustainability

Over the course of the past four years, DC-OC has secured a total of 13 funding partners in order to sustain the Eco Challenge educational outreach program. This program was developed from a grant provided by OCWR, which came with the commitment that DC-OC would secure new funding partners in years two through five in order to increase the number of students reached. In this year, the program saw a reduced number of students due to a shift in the acceptable uses of the Beverage Container Recycling Fund. With this shift, the content of the Eco Challenge educational outreach program hindered its candidacy for a portion of prior years’ funding, resulting in fewer students taught.

Educational Outreach Funding Partners: City

# of Students

Anaheim

1777

Buena Park

520

Costa Mesa Sanitary District

339

Cypress

454

Garden Grove

865

Irvine

109

Mission Viejo

317

Orange

Total

4,460

Recommendation

DC-OC has been successful in securing new funding partners to create sustainability around the Eco Challenge educational outreach program, and it is recommended to continue into the next year. OCWRâ&#x20AC;&#x2122;s initial investment into the creation of the program has multiplied its value in students taught each year. In the coming years, DC-OC should continue to evaluate whether adding organics or composting to the teaching curriculum and/or whether adding additional grade levels is necessary.

Eco Challenge Angels Baseball Poster Contest and Bubblefest Sponsorship

In the fourth year of the Eco Challenge Angels Baseball Poster Contest, strategies were implemented to create a more engaged partnership with DC-OC, leveraging their built-in audience during its busy spring months through a sponsorship of its Annual Bubblefest event. This strategy continued into this fifth year of partnership between OCWR, DC-OC and Angels Baseball. The Bubblefest sponsorship included continued promotional elements that were led by a co-op direct mailing to 500,000 family households – an increase of 190,000 from the prior year. This mailing promoted the Eco Challenge Angels Baseball Poster Contest and drove traffic to the County’s Eco Challenge exhibits at DC-OC during this popular spring break time period. DC-OC’s general attendance was also encouraged to create posters on-site where DC-OC staff operated a poster creation activity station daily during Bubblefest in April and continuing through June. This represented an extended schedule based on the success of year four.

Poster Contest Promotion

Discovery Cube and Angels Baseball utilized their respective communication channels to promote the Eco Challenge Angels Baseball Poster Contest to their audiences and beyond. These elements included:

Discovery Cube:

• Co-op direct mail campaign • Website presence – homepage and dedicated event page • Social media – a series of in-kind posts and budgeted promoted posts on Facebook • E-mail – dedicated e-mail blasts • Parking booth flyer – messaging on this forced distribution flyer handed out to all DC-OC visitors for four months • On-site poster creation – during Bubblefest (daily) and weekends through June • Press release – information sent to OCWR/DCOC’s media contacts • Flyers – full page flyers to promote the event

ECO E NG E E CO CH A L L EN POSTER CONTEST Sp onsored by the County of Ora nge

STEP UP TO MAKE YOUR PLANET GREEN! Enter the Eco Challenge Poster Contest presented by the County of Orange for the chance to be an Honorary Bat Kid at an Angels baseball game this year! Just create a poster that clearly demonstrates how you personally “Take the Eco Challenge” by showing examples of projects or activities that you have developed or engaged in to promote a greener planet. These activities can be in your school, home or community, and posters should focus on the proper recycling of green waste and/or food waste. Bring or mail your entry to Discovery Cube OC by June 30, 2017, and one lucky winner from each of Orange County’s Supervisorial Districts will be awarded the status of Honorary Bat Kid during an Angels home game in 2017.

CONTEST RULES AND ELIGIBILITY

Win an Angels

Experience ! Bat Kid ELIGIBILITY Contest is open to boys and girls who will be between the ages of eight (8) and fourteen (14) at some point during the Angels Baseball regular season (April 6, 2017 to October 4, 2017). Design Guidelines

BATTING FOR A GREEN PLANET!

• SIZE: Minimum: 11” X 17” Maximum: 18” X 24” • MATERIALS: Artwork should not be computer generated. Paints, crayons, chalks, markers, pencils, pens, etc., are allowed.

Show us how you can make things “greener” in your Artists school, hometoor community. • CONTENT: are allowed include environmentally friendly messages. The visual design of the poster must green waste and/or food waste. Poster should be vibrant and aesthetically appealing. Copyrighted Design a poster that clearly demonstrates howrelate youto“Take the Eco Challenge” for a characters or name brands (e.g., Coca-Cola, McDonald’s, etc.) should NOT be used in artwork; use of such brands characters willBat resultKid! in disqualification. chance to become an AngelsorHonorary • Name, address, age, phone number, and district must be written on the back of the poster

BAT KID EXPERIENCE INCLUDES: • Pre-game Angels meet & greet inside the dugout • Four tickets to watch the game For contest details and rules, visit:

discoverycube.org/batkid

JUDGING

• Official Batbased Kid on Jersey Posters will be judged originality (20%), visual clarity (20%), relevance to theme (20%), artwork (20%), and•effectiveness of message (20%).on Winners be selected by the County of Orange, Discovery Cube and Angels Professional photo the will field Baseball leadership. • And much more!

e r s du e by WHEN & HOW TO TURNpost IN YOUR POSTER

Posters should be mailed or brought to Discovery Cube OC at the address below BY JUNE 30, 2017. Limit one (1) entry per contestant. Winners will be given a phone call by July 31, 2017. Winners will have TEN (10) days to claim their prize, after which the prize will be awarded to another winner.

JUNE 30

Discovery Cube OC Attn: Bat Kid Contest 2500 N. Main St. Santa Ana, CA 92705

PROUD SPONSOR OF

BASEBALL

Please include which Supervisorial District you live in on your poster: Angels Marks, and Los Angeles Angels of Anaheim are registered trademarks of Angels Baseball LP 1. Garden Grove,Angels, Midway City, Santa Ana, Westminster, Fountain Valley 2. Buena Park, Costa Mesa, Cypress, Fountain Valley, Huntington Beach, La Palma, Los Alamitos, Newport Beach, Seal Beach, Stanton, Rossmoor 3. Anaheim Hills, Irvine, Orange, Silverado Canyon, Modjeska Canyon, Tustin, Villa Park, Yorba Linda 4. Anaheim, Brea, Buena Park, Fullerton, La Habra, La Habra Heights, Placentia 5. Aliso Viejo, Coto de Caza, Dana Point, Irvine, Laguna Beach, Ladera Ranch, Laguna Hills, Laguna Niguel, Laguna Woods, Lake Forest, Las Flores, Mission Viejo, Rancho Santa Margarita, San Clemente, San Juan Capistrano, Crystal Cove, Emerald Bay

Angels Baseball:

• Concourse posters – backlit posters located at Angel Stadium • Angels LED segments – LED screen promotion at Angel games • Angels Season Seat Holder e-mail – inclusion in their SSH newsletter

Recommendation

In the second year of partnership around DC-OC’s most popular signature event of the year, Bubblefest, the Angels Baseball Eco Challenge Poster Contest has continued to engage more young minds in this activity. Much of the success of the Angels Baseball Eco Challenge Poster Contest can again be attributed to the elements of the Bubblefest sponsorship. If the County desires to continue to reach children through this program, it is recommended to move forward with a similar sponsorship in future years, and to explore additional ways to reach larger audiences efficiently through co-op opportunities with the DC-OC and/or other partners.

Results

• • • •

Angels Baseball Eco Challenge Poster Contest participants: 558 Impressions: 3,356,191 Total Cost Avoidance: $25,381.77 Visits Added to Eco Challenge: 3,713 (via Bubblefest co-cop)

Outreach Events – Eco Challenge Day at Discovery Cube

In its second year in this format, Eco Challenge Day at the Cube was celebrated on Earth Day in support of the Eco Challenge and DC-OC’s Environmental Stewardship Initiative. This event represented the peak of awareness for taking the Eco Challenge this year. OCWR became the champion of this event acting as the event sponsor and fostering Eco Challenge to take the lead on DC-OC messaging during this time. OCWR’s sponsorship of Eco Challenge Day enabled DC-OC to implement a large-scale marketing campaign around this special event, which dominated DC-OC’s presence in the market in late April. The event featured Poster Contest creation on-site, a partner/ vendor fair, a hands-on composting activity, Angels player appearance, dedicated programming, stage show and more.

Earth Month and Eco Challenge Day Promotion

Promotion of Eco Challenge Day entailed a complete takeover of DC-OC, from oncampus signage and outdoor advertising, to the website, social media, e-mail and blog. These elements included:

Discovery Cube: • • • • • • • • •

Cube banner – banner on the Cube promoting Eco Challenge (10.8 mil impressions) City pole banners – banners along Main St in front of DC-OC Parking lot pole banners – banners in the DC-OC parking lot Photographer and videographer on April 22 Radio promotion - :30 spots with Go Country and live remote on April 22 Multicultural outreach – dedicated campaign to engage multicultural communities Website takeover – homepage takeover and event page on DC-OC’s website Social media – a series of in-kind posts and budgeted promoted posts on Facebook E-mail – dedicated e-mail blast and monthly newsletter inclusion, usage of County email database • Staff Shirts – DC-OC staff to wear “Take the Eco Challenge” shirts • Press release – information sent to OCWR/DC-OC’s media contacts • Flyers – full page flyers to promote the event

Celebrate Earth Day at the Cube P RE S E N T E D BY:

Saturday, April 22 - 10am to 1pm • Complete the Eco Challenge Scavenger Hunt and earn a 4-pack of Angels tickets* • Meet Angels pitcher Cam Bedrosian

CAM BE D

• Learn about eco-friendly resources

ROSIAN

• Enter the poster contest for your chance to become an Angels Honorary Bat Kid *Limit one 4-pack per family. While supplies last.

WIN A VIP EXPERIENCE

Earn a 4-pack of tickets!

Take our online pledge and get 4 tickets to Eco Challenge Day! Plus you could win one of 5 VIP Experiences to either of our summer exhibits: Above & Beyond or Doc McStuffins. The first 100 families to take the pledge will receive 4 tickets. Available while supplies last.

discoverycube.org/earthday

Angels Baseball:

Player appearance – Angels player appearance on April 22 Angels LED segments – LED screen promotion at Angel games Angels Big A – promotion on the Big A Angels radio – promotion on Angels radio in Spanish and English leading up to the event • Angels Season Seat Holder e-mail – inclusion in their SSH newsletter

2500 N. Main Street Santa Ana, CA 92705

• • • •

Recommendation

In its second year, Eco Challenge Day was a successful event and enjoyed by all who attended. It also represented the peak of Eco Challenge engagement and messaging throughout Orange County this year. If Eco Challenge continues to be a messaging priority for OCWR, it is recommended to continue with an allencompassing, marquee event around Earth Day at DC-OC. While an underlying year-round campaign is important, this event is key in creating a platform for Eco Challenge to take center stage and continue to grow its strength as a brand.

1. Create a poster to enter the Eco Challenge Poster Contest

SCAVENGER HUNT

Earn 4 Angels Tickets or2.aParticipate in the Vermicomposting activity Discovery Cube Membership! Easy as 1-2-3!

1. Complete all 6 challenges on the back of this card before 1:00pm

3. See the “How Eco Savvy Are You?”

2. Bring your completed card to the OC Stage Show (11am, 12pm, 12:30pm) 50% of CA’s landfill waste is from: Waste & Recycling booth 3. Choose your prize: 4 Angels tickets or a Discovery Cube Family Membership!* PRESENTED BY

4. Find the Pledge Tree and pledge to make a change in your home.

(initial)

5. Visit the Discovery Market (2nd floor) and complete the Super Shopper challenge. Stamp will be given at the checkout station!

*Prizes available to the first 100 families while supplies last. Limit one prize per family. Angels, Angels Marks, and Los Angeles Angels of Anaheim are registered trademarks of Angels Baseball LP

6. Visit these booths at Eco Challenge Day: a. Waste Management/City of Santa Ana b. Waste Not OC Coalition c. OC Waste & Recycling

(TURN IN COMPLETED CARD HERE)

(initial)

Results

• Event Participants: 1,088 • Impressions: 15,609,195 • Total Cost Avoidance: $18,583,83

Outreach Events - Fiesta Angels Event at Angel Stadium

In order to reach a significantly larger audience than was possible through a dedicated Eco Challenge Day event at Angel Stadium, it was decided this year to partner with Angels Baseball on their existing, extremely popular “Fiesta Angels” event. Fiesta Angels at Angel Stadium is one of their biggest community events held each year, drawing over 5,000 guests before a home game in May. Held in the Angel Stadium parking lot, a dedicated Eco Challenge footprint drew guests in by giving them the opportunity to meet an Angel player, earn tickets and other great prizes, as well as participate in family-friendly activities.

Eco Challenge at Fiesta Angels Promotion

Eco Challenge’s participation in the Fiesta Angels event was promoted by:

Discovery Cube:

• Social media – a series of in-kind posts and a budgeted promoted post on Facebook • E-mail – Monthly newsletter inclusion • Website – event listing on DC-OC and Angels’ website • Multicultural outreach – dedicated campaign to engage multicultural communities • Press release - information sent to OCWR/DCOC’s media contacts • Flyers – full page flyers to promote the event • Website – 260 patrons took online pledges prior to the event, and 383 more were taken at the event.

Recommendation

The goal of participating in Fiesta Angels as an alternative to an expensive Eco Challenge Day event was achieved in that many more families engaged with Eco Challenge messaging and activities than would have attended a dedicated event. Eco Challenge represented a significant footprint in the space, and we were able to bring in additional partners to amplify the impact to guests. In future years, it is recommended to continue participating in Fiesta Angels in a similar manner if the intent is to engage with a large attendance of families and a multicultural audience.

Results • • • • •

Event Participants: 5,000 Impressions: 858,128 Total Cost Avoidance: $1,500 Surveys Collected: 383 Tabling Event Participants: 691

Outreach Events - Eco Challenge Day at the Honda Center

In its second year, OCWR and DC-OC joined in partnership with the Honda Center/Anaheim Ducks to celebrate America Recycles Day with an Eco Challenge Day collection event at the Honda Center. The event drove traffic through Ducks and DC-OC ticket incentives, giveaways and a post-game skate opportunity. In addition, participants were encouraged to take the America Recycles Day pledge at the Ducks game on America Recycles Day.

America Recycles Day and Eco Challenge Day Promotion

DC-OC and OCWR worked together with the Honda Center/Ducks to promote messaging around America Recycles Day and Eco Challenge Day including:

Discovery Cube:

• Social media – a series of in-kind posts and a budgeted promoted post on Facebook • E-mail – dedicated e-mail blast and monthly newsletter inclusion • Website – event listing on DC-OC and Honda Center website • Multicultural outreach – dedicated campaign to engage multicultural communities • Press release - information sent to OCWR/DC-OC’s media contacts • Flyers – full page flyers to promote the event

Honda Center/Anaheim Ducks:

• Outdoor signage »» 57 Freeway marquee »» Katella Avenue marquee • In-Arena »» StadiumVision concourse signage • Media and print »» Radio features and commercial spots »» Digital and social media exposure

KEEP ORANGE COUNTY CLEAN AND GREEN

COLLECTION EVENT SC OR E DU CK S TIC KE PO ST- GA TS, ME SK AT E TIC AN D MO KE TS RE !

FREE CHILD ADMISSION

COME RECYCLE AT THE HONDA CENTER AND SCORE GREAT PRIZES!

SATURDAY, NOVEMBER 4, 2017 8AM - 11AM Donate your e-waste, gently-used clothing and household goods • Also bring your documents for certified paper shredding

• Score Anaheim Ducks game tickets, Discovery Cube tickets and more!

• Learn how you can start composting in your home and enjoy other family activities *while supplies last

Learn more at discoverycube.org/ducks

Honda Center • 2695 E Katella Ave • Anaheim, CA 92806

Present this coupon at any Discovery Cube Orange County ticket window for one free child general admission (ages 3-14) per adult general admission ticket purchased. Valid any day Discovery Cube is open to the public and regular tickets are on sale. Not valid for special events. Physical coupon must be presented and given to cashier, no photocopies accepted.Cannot be redeemed online or combined with any other offer or discount. Limit 6 discounts per coupon. Hours, prices, promotions and exhibit availability are subject to change without notice. Valid until 1/31/18.

Recommendation

Similar to reasons for which collection events at Angel Stadium were shifted to the existing Fiesta Angels event, new and more efficient ways to reach the audience of the Honda Center/Anaheim Ducks should be explored for next year. While this year’s event went well and was well received, there may be a better model for engaging this audience in larger numbers organically on game nights when there is a built-in attendance.

Results • • • • •

Tons Collected: 15.3 Pledges Received: 200 Collection Event Participants: 875 Impressions: 771,895 Total Cost Avoidance: $13,532.29

15.3 Tons Collected

Ongoing Marketing, Promotion and Outreach Several ongoing efforts by both OCWR and DC-OC worked to support overall program goals and maintain an underlying presence of messaging in the community throughout the year. In its fifth year of the Eco Challenge strategic marketing partnership, DC-OC also has continued to support OCWR and Eco Challenge initiatives from start to finish including strategy planning, design, implementation and tracking.

Community Events

Eco Challenge was represented at several community events throughout the year where OCWR and DC-OC promoted Eco Challenge messaging and engaged with County residents. Eco Challenge flyers with a free child admission coupon to visit the County’s exhibits at DC-OC were distributed at each event, generating 177 visits. Survey data was collected and staff engaged with residents at each event, creating another layer of communication with families throughout the year.

Coupon Downloads (ocEcoChallenge.com)

Annually, OCWR’s website offers a free child admission coupon to visit the County’s Eco Challenge exhibits at DC-OC, which not only helps to drive traffic to the exhibits but also brings residents to the website where they can access resources available to them through the County. This includes information about recycling, household hazardous waste disposal, upcoming Eco Challenge collection events, Angels Baseball Eco Challenge Poster Contest and more. This critical touchpoint directly resulted in 363 visits to the County’s Eco Challenge exhibits at DC-OC over the course of this year.

County Office and Third-Party Coupon Distribution

County and Board of Supervisors’ offices, community partners, and agencies of OCWR and DC-OC were provided Eco Challenge free child admission coupons to visit the County’s Eco Challenge exhibits at DC-OC. In this way, OCWR was able to promote awareness and engagement among County employees and encouraged partners to share and support Eco Challenge messaging among their audiences. Partner communication included digital newsletters from Waste Management Inc., CR&R, Republic, WARE Disposal and each of the County’s HHW Centers. Through these efforts, 308 visits to the County’s Eco Challenge exhibits at DC-OC were generated over the course of this fourth year.

Existing Advertising/Media Buys

During this past year DC-OC saw 483,535 guests come through its doors. Surveys have shown that 97 percent of DC-OC visitors tour and are educated by the Eco Challenge exhibits. Based on this statistic, it can be concluded that roughly 469,029 visits to the County’s Eco Challenge exhibits were generated by DC-OC’s traffic driving advertising activities, which created added value to OCWR. These activities included TV commercials, print advertising, radio spots, billboards, pole banners, direct mail, digital and public relations and communications efforts. Total Cost Avoidance: $600,000 KEEP ORANGE COUNTY CLEAN AND GREEN

PRESENTED BY

Leftover household products that contain corrosive, toxic ignitable, or reactive ingredients are considered to be household hazardous waste. Products such as

COMING SOON

paints, cleaners, oils, batteries, and pesticides that contain potentially hazardous ingredients require special care when you dispose of them.

FREE CHILD ADMISSION Present this coupon at any Discovery Cube Orange County ticket window for one free child general admission (ages 3-14) per adult general admission ticket purchased. Valid any day Discovery Cube is open to the public and regular tickets are on sale. Not vaild for special events. Physical coupon must be presented and given to cashier, no photocopies accepted. Cannot be redeemed online or combined with any other offer or discount. Limit 6 discounts per coupon. Hours, prices, promotions and exhibit availability are subject to change without notice. Vaild until 1/31/18.

2500 N. Main Street Santa Ana, CA 92705 | 714-542-CUBE discoverycube.org

ANAHEIM

Ongoing Marketing, Promotion and Outreach (continued) Use of Eco Challenge Artwork and Discovery Cube Creative Team

Over the past year, DC-OC continued to function as the creative and marketing agency for OCWR and played several critical roles in the development and execution of Eco Challenge initiatives. Through this partnership, OCWR also gains access to the Eco Challenge brand and intellectual property associated with the brand, as well as the resources to support all related activities. This includes DC-OC’s marketing, creative and communications teams, which provide the marketing strategy, advertising, messaging, artwork, public relations and social media efforts around Eco Challenge. Total Cost Avoidance: $137,000

Admissions and Discounts

DC-OC has continued to provide value added for the County in the form of tickets, free child admission coupons, discounted memberships and more. Over the past year, this partnership resulted in an aggregate total of: • • • •

4,709 Visits to the County’s Eco Challenge Exhibits at DC-OC 2,452 Free Child Admission Tickets 1,900 Free General Admission Tickets 45 Family Memberships

Total Cost Avoidance: $65,038.40

Recommendation

It is recommended to continue this partnership with DC-OC and the combined ongoing marketing activities and objectives related to the education and outreach about waste diversion and the Eco Challenge exhibits. With new state regulations and mandates in play, this partnership becomes even more critical. As specific strategies and tactics develop and change over time, the foundation for the success of this program lies in the ongoing support from DC-OC, not only in the form of resources, marketing expertise and intellectual property, but also in the form of driving traffic to the County’s Eco Challenge exhibits and unlocking admission incentives. These next years will be important as waste diversion pivots to include not only recycling and reuse, but organics management and food waste reduction and diversion from landfills.

Celebrate Earth Day at the Cube PRESENTED B Y:

SCAVENGER HUNT Earn 4 Angels Tickets or a Discovery Cube Membership! Easy as 1-2-3!

1. Complete all 6 challenges on the back of this card before 1:00pm 2. Bring your completed card to the OC Waste & Recycling booth 3. Choose your prize: 4 Angels tickets or a Discovery Cube Family Membership!*

Saturday, April 22 - 10am to 1pm • Complete the Eco Challenge Scavenger Hunt and earn a 4-pack of Angels tickets* • Meet Angels pitcher Cam Bedrosian • Learn about eco-friendly resources

CAM BE D

ROSIAN

• Enter the poster contest for your chance to become an Angels Honorary Bat Kid *Limit one 4-pack per family. While supplies last.

Earn a 4-pack of tickets!

Take our online pledge and get 4 tickets to Eco Challenge Day! Plus you could win one of 5 VIP Experiences to either of our summer exhibits: Above & Beyond or Doc McStuffins.

WIN A VIP EXPERIENCE

The first 100 families to take the pledge will receive 4 tickets. Available while supplies last.

discoverycube.org/earthday

PRESENTED BY

2500 N. Main Street Santa Ana, CA 92705 *Prizes available to the first 100 families while supplies last. Limit one prize per family. Angels, Angels Marks, and Los Angeles Angels of Anaheim are registered trademarks of Angels Baseball LP

OC Waste & Recycling 300 N. Flower Street, Suite 400 Santa Ana, CA 92703 714.834.4000 • www.ocEcoChallenge.com

Discovery Cube OC 2500 N. Main St. Santa Ana, CA 92705 714.542.2823 • www.discoverycube.org