Delivering Waste Diversion
Results through E-Commerce
Contract Results for RFP IWM-C2041 RCPs
Prepared for the California Integrated $$
Waste Management Board
Presented to the
Market Development Committee
Tuesday, September 13, 2005
Presenter: Burnet D. Brown, MIH
What we’ll cover…
Outcomes and measures
Objectives and measures of program effectiveness
Implications for waste diversion
Support for local government efforts
Results disaggregated by RecycleStore manufacturers and areas
Highlight program strategy and elements
Findings and recommendations
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Success Criteria and Outcomes…
Key objectives and outcomes measures
Increase RecycleStore.com traffic
Measured in hits
Deliver quality buyer referrals
Measured by buyer click-throughs and emails to manufacturers
Target high priority buyers
Retail mass merchandise buyers
Any other high value buyer opportunities
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What RecycleStore.com does…
Attracts buyer referrals from all over the U.S.
Delivers them to California manufacturers
…in participating local RMDZs.
Accelerates market penetration of California
To markets and consumers all over the U.S. and
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What implications for waste diversion?
Dramatically increases the potential opportunities for diverting waste.
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How does it help local governments?
It enables the CIWMB to support local
Stimulating demand for products made in their local
Providing technical assistance (e.g., SEO expertise)
Providing free marketing assistance (PR, partnerships)
Channeling sales revenues to California local markets
Generating positive publicity by…
Recognizing and saluting the
contributions of local Green entrepreneurs
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Local Impact: Top Ten Businesses Receiving Buyer Referrals
Rank Manufacturer Name RMDZ
1 Wooden Duck Oakland/Berkeley 5,714
2 Plastopan Industries, Inc. City of Los Angeles 3,800
3 Shasta Visions Siskiyou County 1,785
4 Planet Squared, Inc. Los Angeles County 1,766
5 Whit McLeod Arts & Crafts Furniture North Coast 1,763
6 Corrugated Art South San Diego 1,691
7 Fire and Light North Coast 1,435
8 G.T. Water Products, Inc. Ventura County 1,314
9 Signman Signs and More Shasta Metro 1,179
10 EcoWeave Environmental Apparel No. San Diego County 1,157
Total — 21,604
Data covering the period 2001 to June 2005.
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Program results quantified…
241% increase in traffic over baseline starting point.
From 10,000 hits/month to over 35,000 hits/month.
Average of 22,000 hits per month.
Over 400,000 hits generated.
Equivalent to 60% of the site's total recorded hits.
Set new record of 35,923 hits in a single month.
Delivered 14,671 buyer referrals during contract period.
First time expansion into mainstream markets.
No longer limited to RCP niche markets.
From “recycled chair” to “Arts and crafts furniture”
From “recycled trash bins” to “Lockable security documents containers”
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Mainstream consumers are not searching for “recycled gifts”.
Or “recycled furniture”.
Orders of magnitude larger.
Why mainstream? Much greater waste diversion opportunity.
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RecycleStore Marketing Results: 2003-2004 Hits Per Month
Performance Since Commencement of MIH Marketing Services Initiative
Earth Day 241% or 3.4 times
increase over baseline
Campaign starting point.
Hits Per Month
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The Wooden Duck
Based in Berkeley, Calif.
Recycled wood furniture
Over 100 products in
$4 million in annual sales
150,000 pieces of furniture
produced from reclaimed
lumber since 1995.
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Buyer Referrals Delivered to Wooden Duck
#1 beneficiary of
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Plastopan Industries, Inc.
Based in Los Angeles
Makes waste containers out of
Minimum 25% post-consumer. 75% post-
consumer for municipalities (City of
Berkeley). Up to 100% PCR (indoor
30 Products in RecycleStore.
Best-selling product is 64-gallon
lockable container. $106 each.
Only company in the country that
makes differentiated lockable
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Buyer Referrals Delivered to Plastopan Industries
3000% increase in buyer
referrals over first year.
3,800 total buyer referrals.
Delivered to Plastopan by
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RecycleStore Delivers Out-of-State Revenues
"In addition to our West Coast sales,
RecycleStore.com was responsible
for sales of our recycled metal float-
tube anchors in Texas and Alaska.”
— Will Tasto, President
Glenn County RMDZ
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“Last year RecycleStore.com
generated over $9,000 in sales
for our recycled-content
— Sam Straub, President
(Signs and Promotional Products)
Shasta Metro RMDZ
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Cost effective results…
* U.S. Bancorp Piper Jaffray, New Methods in Search Marketing: Contextual Advertising and Other Evolutions (Safa Rashtchy), June 2004
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Reposition as high value added products
Continue to grow affinity markets
Category-by-category phased approach
Create partnerships (specialty, mass, government)
Search engine optimization
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High value added
Value not commodity
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I went to the
thinking I'd be looking
at good intentions, and
— Actress Mimi Kennedy
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Retail mass merchandise buyers
NMOA, 5000+ member wholesale buyers
QVC, HSN, infomercial and catalog companies
RecycleStore portal built on NMOA website for member buyers
Executive Orders 12873, 13101- EPA product list
Air Force Center for Environmental Excellence
Region IX Environmental Finance Center
Environmental Media Association
Story placement. Studios. Whole Foods (Celebrity cloth bag).
Green Restaurant Association
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What remains to be done…
Complete SEO for remaining RecycleStore
Create portal pages to meet professional buyer
Continue category-by-category phase-in
Qualify RecycleStore companies for EPA product
Channel into GSA and other buyer databases
See final report for full list of recommendations
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