Recycle-Bowl 2011 Results Review


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The Recycle-Bowl competition started in 2011. This presentation gives an overview of the competition, marketing reach, recycling results and future plans.

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  • Thank you for the opportunity to review with you the success we’ve had with Recycle-Bowl so far. A special shout out to Nestle Waters as our founding sponsor of this program. Without their support we could not have accomplished such great work. Raise your hand if you had a school participate in Recycle-Bowl last year.
  • School recycling programs: Create community norms. Young kids look up to older kids and they can be role models for good behavior. Teach responsibility and environmental stewardship. Isn’t it required that schools touch on these behaviors as it relates to character trait building? Provide hands-on learning experiences. Kids learn best by doing. Make a difference in waste reduction. Schools can recycle approximately 5 pounds of material per student per year.
  • These charts show a waste composition study completed by Wake County in 2003 at 13 schools. You can see that paper and food waste are some low hanging fruit. Raise your hand if collecting: Cardboard Paper Steel Cans Aluminum Cans Plastic Bottles Food Waste
  • The Recycle-Bowl competition is more than just a competition. Keep America Beautiful sees this as an opportunity to create real change within school systems. At my old job with the NC Department of Environment and Natural Resource, we had 50% of our public schools recycling. Our goal was to reach 100%. That is a similar goal I bring to KAB. We want to see 100% of US schools recycling year round. One common character trait taught in school is responsibility. Recycling can provide that teaching moment. By instilling individual responsibility with our children at school we hope it transcends home. Recycle-Bowl also provides Keep America Beautiful with an opportunity to work with schools on other projects like school gardens, environmental literacy, composting, and so on.
  • Our goals for Recycle-Bowl were to: Hold a fun, fair and friendly recycling competition for prizes and bragging rights Provide “teaching moments” with students about the benefits of recycling Generate enthusiasm for individual recycling participation by both students and staff Improve facility operations by instigating the creation of a new program or invigorating existing programs
  • Eligible schools include: public, private and charter. Schools will collect and track recycling of cans, bottles and paper for 4 weeks mid-October to mid-November. The competition will culminate on America Recycles Day and schools are encouraged to hold an ARD event at their school.
  • Public, Private, Charter US schools - US territories, Canada or Mexico in Open Division Registration toolkits available (1000-1200) Single stream or source separated Weigh recyclables and/or convert from volume-weight Provide published population figure if winner Accept from community/parents put in community category or clearly track material from school only before putting in community recycling bin
  • One school per state with the most recyclable material per capita will win $1000. A national champion will be chosen from the top state winners to receive an additional prize valued at $2500. Schools that host a community recycling drop-off program will compete nationally in a separate category for first, second- and third- place cash prizes. The first place prize is $1000, the second place prize is $750 and the third place prize is $500.
  • This slide describes what material is acceptable. For those collecting commingled material, if you have a hauling partner that accepts something not on this list, we are not asking that you separate it out during the competition. The one item not acceptable is food waste. However this will most likely not be commingled with other items listed on the screen.
  • You can see from this slide, schools are handling material in a multitude of ways. We are not all yet single stream. Around half of the schools are serviced weekly.
  • Almost 40% of schools were getting actual weights from their hauler. This is great news. We didn’t want the competition to be a burden for teachers. Some are weighing the material at the school before recycling it. This can be a great learning experience. Others are doing volume to weight conversion. This is perfectly acceptable. We are working on a project to improve recycling’s conversion numbers.
  • Registration is now open. The first 1000 schools that register will get a toolkit. The toolkit will include printed competition posters, possibly a t-shirt for the recycling coordinator, a solid waste management poster with KAB recycling activities on the back, a Project Learning Tree solid waste activity book and a book about recycling for the library. The competition will be held October 15 through November 9. Reporting of data will begin right after the competition ends and run through December 10. This should allow those schools with hauling partners enough time to get data. Winners will be announced in February 2013.
  • On the Recycle-Bowl website, under “Playbook” you will find these downloadable resources: The logo The competition posters – for those that want more or do not get the registration toolkit Flyers Scorecards to help keep track of material collected each week Participation certificates This presentation incase you need to give it to your school board or town council
  • Also under the Playbook we have support material such as a sample: Community service letter for high school students that help with the competition Custodian thank you letter Newspaper and radio PSAs for your local media E-newsletter article, blog post and social media updates Community cable access TV slide
  • So how does America Recycles Day relate to Recycle-Bowl? If we have a tie in the competition, the school that registered, conducted and reported doing a schoolwide ARD event, will win. The competition is not considered an ARD event. Event examples are listed on the screen. But get creative and think of something new and different. Schools that register an ARD event on will be eligible for ARD promotional items such as pencils, stickers, buttons, etc.
  • The Playbook also has a number of recycling resources. We list recycling bin ideas. We have a tip sheet for those just starting to recycle at school. To make sure those schools estimating data are being accurate, we have a volume-to-weight conversion fact sheet and a link to the required certification module.
  • In the Playbook, under Educational Resources you will find: recycling activities, waste management activities, a recycling jeopardy game that is interactive, a MRF video and great recycling stats and facts that includes the corresponding calculations to localize for your community.
  • We have updated our PreK-6 guide called Waste In Place. Activities all have background information. We have added the approximate amount of time each activity takes to complete. All activities have technology connections either listing websites or using technology such as software. Enrichment activities have been expanded to include related topics such as sustainable packaging and wetlands.
  • With this activity students will be able to: Define logo (symbol) and slogan Recognize logos used in recycling Identify products that can be recycled Create a logo and slogan to promote recycling
  • With this activity, students will be able to: Identify ways materials can be separated or sorted at a material recovery facility such as a: conveyor belts and trommel screens, blowers, flotation, magnetism and manual pickers
  • This activity will allow students to: Recognize the role of plastics in our society Describe the plastics resin identification code Demonstrate the separation of plastics for collection and recycling
  • In this activity, students will be able to: Understand the difference between “recycled” and “recyclable” Discuss raw materials used to create products Identify types of recycled content products
  • Our first year was a great success. We had over 1200 schools register for the competition. 91% are competing for prizes. The other 9% are in the open division. This division allows schools to participate as a way to get their feet wet, but they are not eligible for prizes. We knew from Keep CA Beautiful, one of our pilots, that engaging the hauling community was very important. So it was a pleasant surprise to see that 83% of the participating schools had a hauling partner. Raise your hand if you provide or contract to provide recycling to schools? If so, you can now register all your schools in the system.
  • Another great success story in our first year was that we had 47 states represented (including DC). The 3 states not participating are Maine, Rhode Island and Vermont. These are locations where we either don’t have a state affiliate and/or recycling organization partner. One lesson learned was that partnerships and connections helped. When we surveyed schools and asked them “how they heard about R-B” the first way was though KAB. The second way was teacher organizations. We worked very hard to foster long-term relationships with various teaching and environmental organizations. The top participating states were NC, TX and CA. This is most likely due to personal connections and the ability to bring on whole districts into the competition.
  • 90% of those participating in the competition are from public schools. 50% were elementary and 50% were middle and high. Registrations were fairly evenly distributed among urban, suburban and rural communities.
  • 676,260,263 Impressions 317,363,156 online impressions before the competition 510,634 broadcast impressions after the competition $1,291,792 in ad value 54,937 total website views 834 Facebook “likes”
  • These are just a few examples of organizations that helped promote the competition and announce the award ceremonies.
  • We were pleasantly surprised to receive some earned media from Scholastic and Parents magazine.
  • This lists some of our highlighted recycling posts. We appreciate our recycling colleagues helping to get the word out.
  • For our first place school, in Albertville AL, we had 45 VIPs attend and multiple media stations run the award ceremony. It was really exciting. We had a confetti cannon and everything.
  • We had a second successful award ceremony in Mesquite TX. We had over 50 VIPs attend and 2 media affiliates.
  • Our partnership with PR Newswire provided us with the Recycle-Bowl competition being kicked-off on the Las Vegas and Times Square jumbo trons.
  • In the two months leading up to the competition, received more than 14,000 hits . The waves on the graph reflect the fact that the web site was busier on weekdays than on weekends.
  • We had a sustained increase in active Facebook users starting about a week before the competition. The chart at the bottom shows Facebook “likes” and comments, and indicates that users were engaged throughout the competition. More than 19,000 people saw Recycle-Bowl Facebook content during this period . The most-viewed post, seen by more than 2,000 people, was a September 27 announcement that there were 12 days left to register for Recycle-Bowl.
  • The graphs show engagement during the award ceremony time period. You can see those “talking about us” was high during the ceremony timeframe. We currently have 834 likes as of 4-10-12.
  • 6986 people potentially saw the tweets based on the number of followers associated with the 165 people that tweeted. 69 followers as of 4.10.12
  • In total, we recycled over 3 million pounds of material. Around half was commingled and half was source separated. 2 million pounds were from the school to school category and 1 million was from the community recycling category.
  • As to be expected, paper was the largest commodity collected – paper and cardboard was around 90%.
  • The number of schools that said they had a “robust” recycling program after the Recycle-Bowl competition increased from 15 to 20, a 33% increase.
  • Our partners included those folks on the screen. We want to make sure schools and recycling professionals hear about the competition via multiple avenues.
  • So are we reaching our goals?
  • Schools took the framework of the competition and made it their own. They utilized the promotional material to make recycling fun and highlight the topic for four weeks. The video shown here is a great example of students utilizing the Recycle-Bowl resources to invigorate a recycling program.
  • Link to ARD-Recycle-Bowl video.
  • On the Recycle-Bowl website we provided a number of activities for the teachers to download. Lessons such as: MRF separation, Plastics by the numbers and Unlocking the meaning of the recycling logo. We provided an interactive Recycling Jeopardy game and Recycling stats and facts that could be customized to their school or town. As you can see from these pictures, weighing material or tracking recycling volume is an excellent way to teach math skills.
  • We all know that recycling programs fail if no one uses them. The schools not only used our pre-made recycling posters, but they made their own. These tactics help increase recycling participation. When we recently surveyed teachers about what their favorite item of the Recycle-Bowl toolkit was posters received the highest vote. Close behind was the activity guide and library book.
  • As we mentioned earlier, a majority of the schools partnered with a recycling hauler. However, a number of schools utilized the competition to start a recycling program. 2% of those participating used the competition as a means to start a recycling program. To help the schools improve recycling operations we had a tip sheet on the website. We also handled multiple calls from schools wanting to learn more about recycling markets, where to take certain commodities, etc.
  • This slide gives you just a snap shot of what I am hearing from schools. In blue you can see the schools are using the competition to promote recycling throughout the whole community. The red testimonial shows how the competition was a motivator for a teacher to create a better recycling program. The green quote is from a very excited school recycling coordinator. She saw how the competition increased recycling participation and educational moments.
  • Keep America Beautiful’s future goals for the competition include increasing our participation numbers to 2000 schools over the next 2 years. We plan to do that via the registration incentive toolkit, increasing school system registrations and incentivizing recycling coordinators. Raise your hand if you have kids in school? OK. You guys are my low-hanging fruit. I hope all of your children’s schools participate next year. We also want to increase the reporting rate from 57% to 75%. We will be looking to expand the types of commodities we ask schools to collect, track and report.
  • We will continue to pursue other additional partnerships to help the competition improve its reach. We want to maximize award ceremony media opportunities and focus on on-line media outlets. Lastly, we want to utilize the Recycle-Bowl competition to promote environmental literacy across various topics.
  • If you have further questions feel free to contact me. Thanks again to Nestle Waters and all their support for the Recycle-Bowl competition. This program can really move the needle for recycling and environmental literacy.
  • Recycle-Bowl 2011 Results Review

    1. 1. Nationwide K-12 school recycling competitionJoin in on the fun, score big and win! 1
    2. 2. Why Recycle at School?School recycling programs: Create community norms Teach responsibility and environmental stewardship Provide hands-on learning experiences Make a difference in waste reduction 2
    3. 3. Waste Compostition By Volume: By Weight: Plastic Film Cardboard Newspaper 1% HDPE Plastic PET Plastic 3% Aluminum cans Polystyrene 1%Milk cartons 2% 1% Milk cartons Textbooks 1% 1% 4% 1% 1% TextbooksAluminum cans Cardboard 2% Plastic Film 4% 2% 1% Food waste Newspaper 5% 5% PET Plastic Office Paper/ Non- Junk mail 6% Recyclables 10% 53% Non- Polystyrene Food waste Recyclables 8% 14% 62% Office Paper/ Junk mail 12% 3
    4. 4. Mission• Increase school recycling• Promote individual responsibility• Entre into other school projects 4
    5. 5. Goals• Hold a fun, fair & friendly competition• Provide “teaching moments”• Improve individual participation• Improve facility operations 5
    6. 6. RACE IS ON 6
    7. 7. How To Participate Schoolscollect andtrack cans,bottles andpaper for 4 weeks 7
    8. 8. Competition Components• Public, Private, Charter• US schools - US territories, Canada or Mexico in Open Division• Registration toolkits available (1000-1200)• Single stream or source separated• Weigh recyclables and/or convert from volume-weight• Provide published population figure if winner• Accept from community/parents put in community category or clearly track material from school only before putting in community recycling bin 8
    9. 9. PrizesOne school/state will win $1000.National champion from state winners will winan additional prize valued at $2500.Communityrecycling schoolswill competenationally in aseparatecategory for 1st,2nd and 3rd placeprizes. 9
    10. 10. Acceptable MaterialPaper: Cafeteria materials: Chipboard Aluminum beverage Cardboard containers Hard & soft bound Glass bottles and jars books #1-7 plastic bottles Magazines/Newspaper Steel food cans Office paper Phone books As accepted by the recycling drop-off or service provider. 10
    11. 11. School Recycling Operations 11
    12. 12. Data Tracking 12
    13. 13. 2 0 12 T i m e l i n eRegistration opens – Nowo Will allow multiple registrations per account for recycling coordinatorsCompetition starts – October 15Competition ends – November 9Data due – December 10Award ceremony – Early February2013 13
    14. 14. RESOURCES 14
    15. 15. Playbook - Downloadable Logo Posters Flyer Scorecards Certificate Presentation 15
    16. 16. Playbook – Support MaterialCommunity ServiceLetterCustodian Thank YouLetterSample Newspaper andRadio PSAsE-newsletter, blog posts,etc.Community Access CableTV slideARD School Event Ideas 16
    17. 17. Playbook – America Recycles DayPep Rally To break a tieAssembly in Recycle-Bowl:Field TripWaste-free Lunch Register,Cleanup Day Conduct andPoster Competition Report a school-Pledge Card Drive wide ARD eventFestivalPlaySwap DayTrivia Contest 17
    18. 18. Playbook – Recycling ResourcesSchool recycling tipsheetRecycling Bin ideasVolume to weightconversion fact sheetCertification module 18
    19. 19. Playbook – Educational ResourcesRecycling activitieso Logos and Sloganso MRF in Actiono Plastics by the NumbersWaste ManagementActivitieso Source Reductiono Recyclingo Compostingo Waste-to-Energyo LandfillsRecycling JeopardyMRF VideoRecycling Stats and Facts 19
    20. 20. T h e N e w W a s t e in P la c e 40 activities  Background  Time  Technology  Enrichments  Subject areas and grade area
    21. 21. L o g o s a n d S lo g a n s A c t iv it yStudents will be able to:• Define logo (symbol) and slogan• Recognize logos used in recycling• Identify products that can be recycled• Create a logo and slogan to promote recycling
    22. 22. M R F in A c t io n A c t iv it yStudents will be able to:• Identify ways materials can be separated/sorted at material recovery facilities (MRF)
    23. 23. P la s t ic s b y t h e N u m b e r s A c t iv it yStudents will be able to:• Recognize the role of plastics in our society• Describe the plastics resin identification code• Demonstrate the separation of plastics for collection and recycling
    24. 24. A L it t le R & R A c t iv it yStudents will be able to:• Understand the difference between “recycled” and “recyclable”• Discuss raw materials used to create products• Identify types of recycled content products
    25. 25. REACH 25
    26. 26. First Year Success Story1223 schools registered, 57%reportedReached 544,900 students96% competing for prizes(remainder benchmark/open)19% in community division84% worked with a hauler 26
    27. 27. A National Response47 states representedTop states = TX, NC, OH 27
    28. 28. Who are we reaching?Over 90% are public schools50% are elementary, 50% are middle & highEqually distributed among urban, suburban &rural communities 28
    29. 29. Impressions676,260,263 Impressions o 317,363,156 online impressions before the competition o 510,634 broadcast impressions after the competition$1,291,792 in ad value54,937 total website views834 Facebook “likes” 29
    30. 30. Media Coverage 30
    31. 31. Highlighted PlacementsScholastic Instructormagazine Parents magazine blog PA Republican News Do Your Part Earth Day Network 31
    32. 32. Highlighted Recycling Posts Greenopolis 1-800 Recycling Resource Recycling Waste and Recycling News 32
    33. 33. Award Ceremony: Alabama Media: Sand Mountain Reporter, Gadsden Times, four TV stations 45 VIP attendees: Mayor, two AL Senators, Congressman, three City Council Members, two judges, Chamber of Commerce Reps., and multiple community leadersMarshall Christian AcademyAlbertville, AL – February 6, 2012 33
    34. 34. Award Ceremony: Texas Media: NBC and CBS affiliates 50 VIP attendees: Mayor, TX State House of Reps. member, two State Board of Education members, School Superintendent, four School Board members, five City Council MembersMesquite ElementaryMesquite, TX – February 10, 2012 34
    35. 35. PR Newswire Partnership Las Vegas and Times Square 35
    36. 36. Web Site StatisticsWeb Activity by Location, Oct. 17 - Nov. 12 Top Five States: Recycle-Bowl Web Site Visits 1. Texas 2. California 3. North Carolina 4. Pennsylvania 5. Ohio 36
    37. 37. Connecting on FacebookLikes, Active Users, and Interactions Sept. 1 – Nov. 15 37
    38. 38. Post-Competition EngagementFacebook Fans Posting About Recycle-BowlMore and More People “Like” Recycle-Bowl 38
    39. 39. Chatting about Recycle-Bowl: Twitter165 people tweeted about Recycle-Bowlduring competition, potential reach of 6,986 39
    40. 40. RESULTS 40
    41. 41. Recycling Results Total = 3,291,432 lbs Total commingled = 1,727,960 lbs Total source separated = 1,563,472 lbsOf that it was broken out by: School vs. School = 2,088,000 lbs Community Recycling = 1,150,473 lbs Open Division = 11,909 lbs 41
    42. 42. Recycling Results 42
    43. 43. Recycling Results 43
    44. 44. XX Ranked Schools 44
    45. 45. Impactful Partnerships• Education Organizations• Environmental Education Organizations• Environmental Organizations• Keep America Beautiful Affiliates• Local Governments• State Recycling Organizations• State Departments of Environment 45
    46. 46. Did we reach our goals?• Hold a fun, fair & friendly competition• Provide “teaching moments”• Improve individual participation• Improve facility operations 46
    47. 47. 1 - Hold a Fun and Fair Competition 47
    48. 48. 48
    49. 49. 2 - Provide Teaching Moments 49
    50. 50. 3 – Improve Individual Participation 50
    51. 51. 4 - Improve Facility Operations 51
    52. 52. Teacher Testimonials The c ontes for m tOur schools e, the was a moare really Ecolo spons tivato gy clu or of rgetting into the stude b, to h the nts an eRecycle-Bowl. inform d staf lp our ed an f be bThe rival high recyc d enth etter lers. usias ticschools in ourdistrict are enplaying each My scho ol has be t! Its been aother tonight k icking but soand have great rid e and Im y studentsincorporated p roud of m d efforts anthe competition and staffs l e ducationa !!!in their game. s all good p rogress... 52
    53. 53. RIPPLEEFFECT 53
    54. 54. Future GoalsReach 2000 schools by 2013 o Continue to provide toolkit as registration incentive o Increase whole school system registrations o Incentivize recycling coordinatorsIncrease reporting rate to 75%Expand to other material 54
    55. 55. Future GoalsCreate additionalpartnershipsMaximize award ceremonymedia opportunitiesFocus on on-line mediaoutletsUtilize to promoteenvironmental literacy 55
    56. 56. For More InformationKelley 56