Used Oil Hits a Homerun With Minor League Baseball Paula Smith Tennessee Department of Environment and Conservation

Partnership with MLB 2004 Season – “Don’t Be a Dipstick! Recycle Used Oil.” 2004 Season – “Don’t Be a Dipstick! Recycle Used Oil.” 2005 Season – “You Dump it. You Drink it.” and “Keep Oil Where It Belongs – In the Engine.” 2005 Season – “You Dump it. You Drink it.” and “Keep Oil Where It Belongs – In the Engine.” GO NASHVILLE SOUNDS!! 2005 PACIFIC COAST LEAGUE CHAMPIONS

Why Minor League Baseball? Statewide coverage Concentrated demographic Record attendance Variety of media and outreach opportunities Affordable family entertainment

Sponsorship Elements Program Advertisement Program Advertisement Radio Advertising (:30 second spot) Radio Advertising (:30 second spot) Website Advertisement Website Advertisement Mascot Appearance at Outreach Events Mascot Appearance at Outreach Events Survey Opportunities Survey Opportunities Youth Activities Book Program Youth Activities Book Program Tabling/Booth Nights Tabling/Booth Nights Public Address Announcements Public Address Announcements

What we learned in 2004 Most DIYs already recycled oil Most DIYs already recycled oil Lawn mower DIYs and boaters were identified as a new audience Lawn mower DIYs and boaters were identified as a new audience Drain pans were a HIT! Drain pans were a HIT!

2005 Goal Target all drivers to Keep Oil Where It Belongs – In The Engine. Target all drivers to Keep Oil Where It Belongs – In The Engine. Invite local storm water programs Invite local storm water programs Encourage BMPs Encourage BMPs Measure success with survey results Measure success with survey results

What we learned in 2005 Market was oversaturated with drain pans Market was oversaturated with drain pans Surveys were a challenge in Post Season Surveys were a challenge in Post Season Difficult message to share in short time period Difficult message to share in short time period Provided name recognition for Used Oil Program and TDEC (Tennessee Department of Environment and Conservation) Provided name recognition for Used Oil Program and TDEC (Tennessee Department of Environment and Conservation)

Explanation for Results Survey was not scientific Survey was not scientific $140,000 split between nine parks – results may not be apparent in survey $140,000 split between nine parks – results may not be apparent in survey

Next Season Continue targeting all drivers toward BMPs Continue targeting all drivers toward BMPs Tailor sponsorship to large print, multiple signage locations, larger signage, water fountain sponsor, etc Tailor sponsorship to large print, multiple signage locations, larger signage, water fountain sponsor, etc