CRRA2019

Recycling Specialist

Victor Sanchez is a Recycling Specialist for the City of Chula Vista. He has worked in the sustainability field for 15 years focused on issues such as recycling, hazardous waste management, backyard composting, special event coordination and management, business development, and public education. Victor is currently the lead for department marketing and outreach to residents and businesses as well as for department special events including organization, planning and day-of coordination. Victor holds a Bachelor’s degree from San Diego State University in Business Administration and a minor in Entrepreneurship.

Environmental Scientist

Kate Wilkins is a environmental scientist at CalRecycle who contributes to the agency's response to shifting international recycling markets. 

This presentation will highlight education campaigns and program changes implemented by California jurisdictions in light of changing recycling markets. Local governments and the recycling industry are working to reduce curbside contamination and draw attention to the complex reality of California’s recycling system. This presentation will also give a broad overview of the state of California’s recyclable exports markets.

Principal

Lisa co-founded Gigantic Idea Studio in 2002 with the vision to create an agency that delivers outstanding creative services grounded in behavior change strategy. Her background in design, photography, and writing has shaped Gigantic’s unique approach to environmental outreach. Lisa has helped her clients, including the Clean Water Program of Alameda County, the Cities of Livermore, Palo Alto and Oakland, and the County of Santa Clara, create fun and memorable, yet clear and instructive outreach campaigns. She holds a BFA from the University of Illinois at Urbana-Champaign, and has completed advanced training in Community-Based Social Marketing.

Global markets are requiring clean and properly sorted recyclables. This is a clear departure from past instructions on how to recycle. As the processors face increasing pressure to provide high quality materials, what can agencies do to get the message delivered to residents, loud and clear?

In this presentation, attendees will see how several cities are approaching messaging, and how they are using communication and advertising strategies to address wish-cycling and proper preparation of recyclables. The presentation will include an in-depth look at campaigns by the cities of Palo Alto and Livermore, as well as highlights from several other cities and haulers.

Through the use of digital AB testing (the comparison of two different messages to see which get the most traction) in Palo Alto & Livermore, results from the advertising efforts will demonstrate which messages were most effective in each jurisdiction. We will present additional result metrics, as well as qualitative feedback and questions from the campaign audiences that can provide guidance for others planning similar campaigns. In closing, Gigantic Idea Studio will summarize a list of best practices for developing a "Keep It Clean" message and planning a multi-touch promotional effort, which includes both advertising and in-person outreach.

Amanda is a public relations and marketing professional with over a decade of experience building brands, developing marketing strategies and communications plans and creating awareness of important issues and causes. She’s currently the Marketing & Communications Manager for the Mattress Recycling Council and oversees the nonprofit’s industry and consumer communications.

Are people more motivated to protect the environment or to follow the law? Are apartment dwellers more likely to illegally dump? Are Latinos inclined to call the City or to ask a friend if they have a question about recycling? These are some of the insights gleaned from a study, commissioned by the Mattress Recycling Council and conducted by S. Groner Associates, to better understand the mattress disposal behaviors of key ethnic communities in California.  The research consisted of two components. The first was an in-person survey in which almost 700 people were interviewed to better understand mattress disposal behaviors, barriers and motivators to disposal, knowledge and attitudes regarding mattress recycling, and preferred communication outlets. The second component was an online split test conducted via the Google ads platform to understand which messages elicit the most favorable response from the audience. The findings of the study are useful to understand not only the awareness and perception of mattress recycling in these communities, but to gain insight into how traditionally understudied communities approach the disposal and/or recycling of bulky items in general.  

Stephen Groner, P.E., is the founder and president of SGA. Prior to starting SGA in 1998, Stephen, with his engineering background, worked for the Los Angeles County Department of Public Works as a project manager. This experience gives him keen insight into understanding the intricacies of managing government projects, as well as the importance of public engagement and education to gaining approval and acceptance of a project. Through his work, Stephen has helped shape and implement many of the major pollution prevention and community outreach programs in California.

Are people more motivated to protect the environment or to follow the law? Are apartment dwellers more likely to illegally dump? Are Latinos inclined to call the City or to ask a friend if they have a question about recycling? These are some of the insights gleaned from a study, commissioned by the Mattress Recycling Council and conducted by S. Groner Associates, to better understand the mattress disposal behaviors of key ethnic communities in California.  The research consisted of two components. The first was an in-person survey in which almost 700 people were interviewed to better understand mattress disposal behaviors, barriers and motivators to disposal, knowledge and attitudes regarding mattress recycling, and preferred communication outlets. The second component was an online split test conducted via the Google ads platform to understand which messages elicit the most favorable response from the audience. The findings of the study are useful to understand not only the awareness and perception of mattress recycling in these communities, but to gain insight into how traditionally understudied communities approach the disposal and/or recycling of bulky items in general.