Target Community Wrap Up 2014
Village of Cleves
Recycling Program Background
In 2014, the Hamilton County Recycling and Solid Waste District (District) focused outreach efforts on the Village of Cleves (pop. 3,234). Clevesopened their first recycling drop-off in 2012 and residents can subscribe for curbside recycling service through the waste hauler, Rumpke, paying a monthly fee for the service.The recycling rate was at 2.78% in 2013which is low compared with other similar communities. For more detailed demographics and background information, see the community outreach plan below.
The District chose to implement traditional marketing techniques to increase the recycling rates as well as position a second drop-off location to improve recycling infrastructure. One of the first steps in planning this outreach was listing out the specific actions residents would have to take to actually recycle. The action steps are listed below and discussed in detail in the outreach plan. Those listed below pertain to the drop-offs since it was the focus of the campaign.
The actions involved with recycling drop-offsin Cleves include:
- Determining that Cleves offers free recycling drop-offs
- Advertising where the drop-offsare located
- Deciding recycling is a worthwhile activity
The District and Cleves identified barriers present in each of these actions and attempted to either remove or otherwise address these barriers in the outreach plan. The District also identified benefits residents would perceive or receive from recycling in their community.
Strategies and Results
- Send a direct mail to all households in Cleves. The District used the direct mail piece created to match the county-wide outreach campaign. This recycling guide included simple instructions on how to recycle, the benefits of recycling, the addresses and photos of the drop-off locations, and a magnet that listed acceptable recyclables.
Results:
Every single family household (approximately, 1,060) received the direct mail piece.
- Site a Second Drop-Off. The drop-off established in 2012, is not located near the center of town and it was being filled by the weekly pick up. The District, with help from Cleves, found a second location closer to the center of town in order to make it more convenient for residents. The District paid for the drop-off until the end of 2014, with the guarantee that Cleves would pay for 2015.
Result:
After six months, the tons recycled in Cleves increased 11.54%.
Challenge:
We were not able to site the second location on a main thoroughfare, so residents will not be reminded to recycle when driving to work, shopping, or school.
- Improve Recycling Drop-Off Signage, and Visibility. The first drop-off is hidden by a service buildingfrom the street. The signage from the street was too small to be seen effectively while driving. These two signs were replaced with much larger signs. The smaller signs were then reused at the second drop-off as the street it is located on is not as busy and the drop-off is easier to see.
Result:
Cleves installed four signs directing residents to the recycling drop-off.
- Increase Curbside Recycling Subscription Rates by Making Billing Easier. Prior to the spring of 2014, residents paid their recycling fee directly to Rumpke while their garbage bill was sent along with their water bill. After April 1, 2014, Clevestook over the recycling billing from Rumpke.
Result:
The fee for recycling was reduced from $3.60 a month to $2.65 a month and a fuel surcharge was removed. This action had no effect on the number of subscriptions.
Challenge:
It was believed the recycling bill would be consolidated into the trash bill for ease of payment and postage savings. Unfortunately, unforeseen software and labor costs prohibited this from happening.
The savings realized to receive curbside recycling was not widely publicized. Residents must have gone to the Cleves website to be informed of the change.
- Educate children about recycling. The District offered assistance in setting up recycling at Taylor High School in 2013. Three Rivers Elementary is also part of this large compound and is recycling. The principal, Tom Bailey, was supportive of recycling efforts. He permitted Jan Pastrick to organize an electronics waste drop-off with the help of student volunteers and Cohen Recycling.The District photographed high school students as they recycled at the school. The school did not respond to the District’s offer to present classroom programs.
Results:
The students are taking home the recycling message as they are actively participating in recycling at school.
The first ever Electronics Recycling Event in Cleves netted 15,713 pounds.
Photographs of student recyclers were shared on the District’s Facebook page.
- Keep recycling in the forefronts of residents’ minds, by including recycling articles in all available print and web media.Being a small village dependent on council members to update social media, the Village of Cleves’ website had no information on the existing location of the recycling drop-off, any information on what to recycle, or how to backyard compost yard trimmings.The District’s strategy involved reaching out to the webmaster and Facebook administrator to make changes since these are the primary communication tools of the community to their residents.
Results:
The Village of Cleves website is updated to include the new recycling drop-offs, what can be recycled, information on our yard trimmings drop-off sites, and a direct link to the District’s website.
The Cleves Facebook page has shared events and recycling news consistently since the spring of 2014.
- Promote backyard composting to residents: The District held a Get the Dirt on Backyard Compostingseminar at the Three Rivers School in Cleves. Each single-family household was mailed a flyer for the composting workshop that cross-promotedthe recycling drop-off site and the upcoming electronics waste event at the school.Backyard composting helps residents reduce the amount of waste sent to the landfill.
Results:
58 residents attended the composting seminar.
Challenge: The direct mailer to all residents was not effective. According to Survey Monkey, of the 17 respondents only 6 attended the seminar due to the mailed flyer. Others attended as a result of school email or community Facebook and website promotion.
Tons Recycled / Recycling Rate / Increase in Tons
Cleves 2013 / 38.05 / 2.78% / n/a
Cleves 2014 / 42.40 / 3.12% / 4.35 tons (11%)
Hamilton County Recycling and Solid Waste DistrictCosts Associated With the Village of ClevesOutreach
Printing of magnet and mailer / $1,540.00
Postage cost for direct mail (2,289) / $315.88
Blue ChipMail House costs for direct mail / $215.34
6-yard recycling containerwith 1x week pick up / $450.00
2’x3’ polymetal signs; recycling (2) / $170.00
Total / $2,691.22
In Conclusion
The campaignto increase recycling rates in the Village of Cleves was not as successful as hoped with an increase of 0.34 percentage points over 2013. It is hoped this percentage will increase as the campaign did not go into full swing until late in the spring, while the reporting numbers are based on the first half of 2014. The District is confident Cleves will increase their rates in the new reporting period and continue to do so in the future as they consolidate their billing efforts and keep recycling in the minds of their residents.