Massachusetts Bottle BillMK 302-01 April 25,2012
Team: Blue Skies Communication Sue Hua JumaInniss Blair Mosberg Kayla Pinto
Discovery Recycling and litter prevention program first passed in 1983 Instituted a nickel deposit on beverage containers Over 30 Billion containers have been redeemed under MA Bottle Bill Bottle Bill expansion sought to include “new age” drinks like non-carbonated waters, iced tea, juice, and sports drinks
Strengths Sierra Club and the Increases recycling Massachusetts Department of Environmental Protection Saves energy, saves oil are the major supporters of the Bottle Bill Creates green jobs Strong public support Keeps current with consumer habits The Bottle Bill has an existing support network of Allows small stores to opt out supporters and a strong Supports the Redemption foundation Centers Decrease landfill use
Weaknesses Price of beverages will increase for consumers “Real Recycling for Massachusetts” coalition formed
Opportunities A number of other states have revised their redemption laws Generate funds to support state programs and defray the cost of waste cleanup MA size is small enough for it to have impact 77% of Massachusetts residents favor an updated Bottle Bill Could generate up to $37 million in state aid Chance to educate publics on Bottle Bill and its effect on consumers and industries Consumer can earn money
Threats Restaurants may choose food suppliers in NH and CT instead of MA suppliers Restaurants and stores may pull certain product lines because they don’t want to charge a higher price for the products to compensate Confusion within publics about which bottles are recyclable and about potential benefits Consumers may change buying habits to avoid price increases
Target Audience Parents of young children According to 18-34 years old MediaMark… Teach/encourage their Newspapers (144) children to recycle Radio (128) TV (152) Youth-connected adults Facebook (145) Teachers Twitter (238) Advisors/Administrators Coaches
Emily Browne Northwestern U Uses social media to keep grad, 2000, in in touch with friends and English, Administrative family Assistant (part-time) at Boston law firm Mommy blogs Lives in Brookline with Reads home, food, and husband, 5 yr. old son, 3 lifestyle magazines yr. old daughter Reads local newspapers Hobbies include yoga, cooking, socializing, She and her husband PTA both have iPhones
Ted Ruben Principal at a high school in His two children (7 year old Worcester. boy and 12 year old girl) have grown up in the school He has only been in this role system and always looks to for two years and is looking instill the importance of a to strengthen the unity within strong community. the student body. In his free time, he enjoys He is in good relations with spending the weekend with the surrounding schools and his family on small always seeks day, educational day trips. fun, engaging, community building projects for his school.
Bill Stevenson President of Babson College Sustainable student groups for the last 14 years now. and local activists have been pressuring him to enact and He has been getting a lot of enforce environmental interest in pushing a "green" friendly policies at Babson. program at the school and is slowing working with the He has a high income that board to make sustainable he mostly spends on his real changes on campus. estate: a summer home on the Cape, a $7 million apartment walking distance to Babson and a 2011 BMW.
Objectives Public awareness of the need to update the Bottle Bill Mobilize Massachusetts residents to lobby lawmakers to vote for the Massachusetts Bottle Bill Expansion
Campaign Strategy Build awareness around Bottle Bill legislation among Massachusetts parents. Motivate school aged children to urge their parents to ensure the Bill’s passing
Media Strategies Print Ads in local publications Billboard Ads on Local Primetime News stations Blogs Social Media @MABottleBillComp Radio WFCR-FM (Amherst) WANF-FM (Newburyport) WFPB-FW (Falmouth) WBPR-FM (Worcester)
Promotional Strategies All ages school recycling competition
The Competition The purpose of implementing the Bottle Bill Competitions in Elementary schools, Middle Schools, High Schools, and Colleges across the Commonwealth of Massachusetts is to generate interest for the Bottle Bill legislation. Through targeting and engaging children and young adults in this competition, we hope to simultaneously reach their parents who will be able to throw their support behind the legislation. Winners will be announced in December (2012) and reward events will be hosted in May (2013)
Elementary School School throughout MA that can recycle the most bottles per student Students are encouraged to recycle all types of bottles that would be covered by the expansion All the money from bottle returns go to the school Winner gets a Carnival Day with a bouncy bounce, clowns, and carnival games
Middle School School throughout MA that can recycle the most bottles per student Students are encouraged to recycle all types of bottles that would be covered by the expansion All the money from bottle returns go to the school Winner gets a JADA concert for their school (a girl band from MA)
High School Think of an innovative recycling and fundraising program in your school Put the plan into action Team/School with the most impact wins Winning club/team wins tickets to a Red Sox game and $2,000 for their club to continue the program
College Campaign with an environmental lobbyist in your area Implement the campaign Team or school able to generate the most support for the Bottle Bill wins (support meaning signatures or recruits to the cause) Winning club/team wins tickets to a Red Sox game and $2,000 for their club to continue the program
Evaluation Send out evaluation forms to Google Analytics schools and parents with questions about the Bottle Track social media, i.e. Bill and their opinions on the Crowdbooster competitions and legislation How many new followers Calculate overall What influential followers impressions How many likes, etc. How many schools Mock voting participated? How many students were involved?