Making Hazwaste Hip Lessons Learned from SF Outreach Campaigns SF Environment November 4, 2009

Please tape both contact points of each lithium battery for safety. Limit 5 bulbs per visit. This program is for SF residents only. Fluorescent bulbs contain mercury, a toxic metal that can cause harm to human health and the environment. You must be at home when the waste is picked up. Priority is given to disabled residents. We do not accept explosives (firecrackers, ammunition, etc.), cyanides, water reactive chemicals, etc. Do not bring in containers larger than 5 gallons in size. We are open 8am to 4pm Thursday through Saturday, except holidays, the day after Thanksgiving and December 26. Please label all materials. Do not mix materials. Keep all waste in original containers. Make sure lids are on tight. Don’t put hazardous waste in the back seat of car. Recycling is Easy!

List 100+ drop-off sites Call for pick up Visit SFEnvironment.orgSFEnvironment.org Send a text message Possible Calls-to-Action

Print: Neighborhood Newspapers

Outdoor: Billboards

Billboards in Action

Online 1: Google Adwords

Landing Page

Online 2: SFGate.com

Online 3: Facebook

Tracking Campaign Effectiveness Materials collected Number of calls Number of pick-ups Online ad results Texting results

Online Ads: Hot or Not? Google Adwords 203,000 impressions 635 clicks Total Cost: $682 Conversion rate ~40% Cost Per Click $.98 SFGate 198,000 impressions 184 clicks Total Cost: $2,200 + design/mgmt costs No conversion rate data Cost Per Click $13 Facebook 1,000,000 impressions 198 clicks Total Cost: $128 No conversion rate data Cost Per Click $.65

Texting: Oil Recycling Campaign

Texting Results 169 total texts sent 415 area codes <10% SF zip codes<10% Didn’t text zip 28% Unsubscribed31% Radio the main driver Prime for a regional campaign

Thank You Jean Walsh Outreach Specialist SF Environment