Presentation To CIWMB Market Development Committee For Waste Diversion Through E Commerce Burnet D Brown
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Presentation To CIWMB Market Development Committee For Waste Diversion Through E Commerce Burnet D Brown

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  • 1. RecycleStore.com 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 Sacramento, California Presenter: Burnet D. Brown, MIH
  • 2. What we’ll cover… Outcomes and measures  Objectives and measures of program effectiveness Implications for waste diversion Support for local government efforts Outcomes  Aggregate results  Results disaggregated by RecycleStore manufacturers and areas  Highlight program strategy and elements Findings and recommendations Tuesday, September 13, 2005 MIH - 2
  • 3. 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  Government buyers  Individual consumers  Any other high value buyer opportunities Tuesday, September 13, 2005 MIH - 3
  • 4. What RecycleStore.com does… Attracts buyer referrals from all over the U.S. and…  Delivers them to California manufacturers  …in participating local RMDZs. Accelerates market penetration of California recycled products...  To markets and consumers all over the U.S. and beyond Tuesday, September 13, 2005 MIH - 4
  • 5. What implications for waste diversion? Dramatically increases the potential opportunities for diverting waste. Tuesday, September 13, 2005 MIH - 5
  • 6. How does it help local governments? It enables the CIWMB to support local governments by:  Stimulating demand for products made in their local area  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 Tuesday, September 13, 2005 MIH - 6
  • 7. Local Impact: Top Ten Businesses Receiving Buyer Referrals Buyer Rank Manufacturer Name RMDZ Referrals 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. Tuesday, September 13, 2005 MIH - 7
  • 8. 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” Tuesday, September 13, 2005 MIH - 8
  • 9. Why mainstream? Mainstream consumers are not searching for “recycled gifts”. Or “recycled furniture”. Orders of magnitude larger. Why mainstream? Much greater waste diversion opportunity. Tuesday, September 13, 2005 MIH - 9
  • 10. Mainstreaming works… RecycleStore Marketing Results: 2003-2004 Hits Per Month Performance Since Commencement of MIH Marketing Services Initiative 35,000 Earth Day 241% or 3.4 times increase over baseline Campaign starting point. 30,000 25,000 Hits Per Month 20,000 15,000 10,000 Ju Ju Au Se Oc No De Ja Fe Ma Ap Ma Ju Ju Au Se Oc No De n l-0 n- n l- b- g- p- r-0 g- p t-0 v-0 c-0 t-0 v-0 c-0 r-0 y-0 -0 -0 04 -0 04 04 03 03 04 3 3 4 4 3 4 4 3 3 4 4 4 4 Tuesday, September 13, 2005 MIH - 10
  • 11. The Wooden Duck Based in Berkeley, Calif. Recycled wood furniture Over 100 products in RecycleStore $4 million in annual sales 150,000 pieces of furniture produced from reclaimed lumber since 1995. Tuesday, September 13, 2005 MIH - 11
  • 12. Buyer Referrals Delivered to Wooden Duck Dramatic growth Buyer Referrals #1 beneficiary of RecycleStore buyer referrals. Tuesday, September 13, 2005 MIH - 12
  • 13. Plastopan Industries, Inc. Based in Los Angeles Makes waste containers out of recycled plastic.  Minimum 25% post-consumer. 75% post- consumer for municipalities (City of Berkeley). Up to 100% PCR (indoor containers only) 30 Products in RecycleStore. Best-selling product is 64-gallon lockable container. $106 each. Only company in the country that makes differentiated lockable containers. Tuesday, September 13, 2005 MIH - 13
  • 14. Buyer Referrals Delivered to Plastopan Industries 3000% increase in buyer referrals over first year. Buyer Referrals 3,800 total buyer referrals.  Delivered to Plastopan by RecycleStore Tuesday, September 13, 2005 MIH - 14
  • 15. 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 Simple Castings Orland, California Glenn County RMDZ Tuesday, September 13, 2005 MIH - 15
  • 16. Real sales… “Last year RecycleStore.com generated over $9,000 in sales for our recycled-content promotional items.” — Sam Straub, President Signman, Inc. (Signs and Promotional Products) Shasta Metro RMDZ Tuesday, September 13, 2005 MIH - 16
  • 17. Cost effective results… 40% Search * U.S. Bancorp Piper Jaffray, New Methods in Search Marketing: Contextual Advertising and Other Evolutions (Safa Rashtchy), June 2004 Tuesday, September 13, 2005 MIH - 17
  • 18. Strategy… Mainstream RCPs Reposition as high value added products Continue to grow affinity markets Category-by-category phased approach Create partnerships (specialty, mass, government) Celebrity endorsement PR campaign Search engine optimization Tuesday, September 13, 2005 MIH - 18
  • 19. Repositioning RCPs High quality High value added Functional art Handcrafted Value not commodity Tuesday, September 13, 2005 MIH - 19
  • 20. Celebrity Endorsement I went to the RecycleStore website thinking I'd be looking at good intentions, and found gorgeous, artistic products… — Actress Mimi Kennedy Tuesday, September 13, 2005 MIH - 20
  • 21. PR Campaign… Tuesday, September 13, 2005 MIH - 21
  • 22. Partnerships Created… Retail mass merchandise buyers  NMOA, 5000+ member wholesale buyers  QVC, HSN, infomercial and catalog companies  RecycleStore portal built on NMOA website for member buyers Government 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 Tuesday, September 13, 2005 MIH - 22
  • 23. What remains to be done… Complete SEO for remaining RecycleStore businesses Create portal pages to meet professional buyer requirements Continue category-by-category phase-in Qualify RecycleStore companies for EPA product designation  Channel into GSA and other buyer databases See final report for full list of recommendations Tuesday, September 13, 2005 MIH - 23
  • 24. Tuesday, September 13, 2005 MIH - 24