Ogilvy Public Relations Worldwide California Integrated Waste Management Board Outreach Campaign Updates December 7, 2006

Ogilvy Public Relations Worldwide Campaign Updates Overview Three Campaigns - “Green Roads” - Tire Sustainability - eRecycle Consumer Education

Ogilvy Public Relations Worldwide “Green Roads” Recycled-Content Materials Marketing Campaign

Ogilvy Public Relations Worldwide Jurisdiction Meetings Pilot program completed –Madera, Santee, Davis, Woodland, Torrance, and Vallejo Board Chair & Executive Director briefings

Ogilvy Public Relations Worldwide Jurisdiction Meetings Met with 40+ jurisdictions to date Meetings by product –25 meetings featured a RAC expert –13 meetings featured a TDA expert –17 meetings featured an aggregate expert –9 meetings featured an organics expert

Ogilvy Public Relations Worldwide Jurisdiction Meetings Meetings underway –City & County of Santa Barbara –City & County of San Francisco –City of Los Angeles –City of South Gate –City of Pico Rivera CSAC conference

Ogilvy Public Relations Worldwide Collateral & Advertising Materials Created Trade Show Product Bins Print Ads Product Box Folder/Brochure

Ogilvy Public Relations Worldwide Next Steps Media relations Advertising Jurisdiction follow-up Continued jurisdiction outreach Collaboration with OLA June 07 wrap-up

Ogilvy Public Relations Worldwide Measuring Results Laying the foundation Addressing product myths and misinformation Highlighting Board grants for products Ongoing jurisdiction outreach

Ogilvy Public Relations Worldwide Tire Sustainability Campaign

Ogilvy Public Relations Worldwide Campaign Goal & Objectives Goal -Educate Californians about properly maintaining their tires to be safe, save money and reduce fuel consumption. Objectives - Increase awareness of proper tire maintenance and key benefits - Participation by retailers - Placement of PSAs for program added-value

Ogilvy Public Relations Worldwide Research Telephone poll –600 respondents –200 each in English, Spanish and Cantonese Focus groups –Three groups –English, Spanish and Cantonese

Ogilvy Public Relations Worldwide Creative Development Key message development Print PSA Radio PSA TV PSA

Ogilvy Public Relations Worldwide Advertising Materials Created 30-second Radio PSAs English Spanish Cantonese Black & White Print PSAs

Ogilvy Public Relations Worldwide Collateral Materials Created Retailer Posters Door Window Decals Car Window Decals

Ogilvy Public Relations Worldwide Next Steps Stakeholder outreach Retail partner packets & solicitation Media relations outreach PSA placement & added-value partnerships

Ogilvy Public Relations Worldwide Measuring Results Retail partnerships secured Materials distributed/requested Media content analysis Consumer awareness poll

Ogilvy Public Relations Worldwide eRecycle Consumer Education Program

Ogilvy Public Relations Worldwide Campaign Goal & Objectives Goal -Educate California residents and retailers about the purpose, benefits and fees associated with e-waste recycling, and inform residents how they can properly dispose of their e-waste. Objectives -Increase awareness among Californians -Participation by retailers and manufacturers -Increase hits to Web site and calls to Develop long-term, active advisory board

Ogilvy Public Relations Worldwide Retail Partnerships Secured Seven retail partnerships secured –Wal-Mart/Sam’s Club –Central Computer Systems –CompUSA –Fry’s Electronics –Office Max –RadioShack (LA) –Target Two trainings conducted 170 collateral packets to Wal-Mart stores

Ogilvy Public Relations Worldwide Advisory Board Formed 31 charter members secured Kick-off meeting held November 2 nd Four subcommittees formed –Media Relations –Web Site –Retail Partnerships –Advisory Group Next meeting slated for February

Ogilvy Public Relations Worldwide Advisory Board Members Partial Listing… California Electronic Asset Recovery, Inc. Electronic Recyclers Wal-Mart Sony Panasonic Council of California Goodwill Industries DTSC Californians Against Waste California Retailers Association

Ogilvy Public Relations Worldwide Collateral Materials Created Retailer Window Cling Lapel Pin Media Kit Retailer Bag Stuffer

Ogilvy Public Relations Worldwide Sacramento Media Launch Launch held on November 16 th Speakers –Margo Reid Brown, CIWMB Chair –Rob Fong, Sacramento Vice Mayor –Paul Gao, CEAR President –Jim Groh, Wal-Mart Store Manager –Mark Murray, Californians Against Waste Executive Director 13 media stories secured Several still “in-play”

Ogilvy Public Relations Worldwide Sacramento Media Event Results KCRA-NBC (Sacramento-Stockton-Modesto) KTXL-FOX (Sacramento-Stockton-Modesto) KFBK-AM (Sacramento) KNBC-NBC (Los Angeles) KNTV-NBC (San Francisco-Oakland-San Jose) KTVU-FOX (San Francisco-Oakland-San Jose) KGPE-CBS (Fresno-Visalia) KSBW-NBC (Monterey-Salinas) KBAK-CBS (Bakersfield) KGET-NBC (Bakersfield) The Capitol Morning Report Recycling Today Sacramento Business Journal

Ogilvy Public Relations Worldwide PSA Placement Key outcomes September ,449 airplays -Dollar value of $187,323 Cumulative (May–September 2006 ) -24,295 airplays -Dollar value of $1,311,873

Ogilvy Public Relations Worldwide Activities In-Progress Fresno and Los Angeles press events Ongoing media relations outreach Ongoing advisory board interaction Ongoing retail partner recruitment, trainings and promotions Ongoing PSA placement Earth Day activities Web site updates

Ogilvy Public Relations Worldwide Measuring Results Retail partnerships secured Materials distributed/requested Media content analysis Advisory board feedback Web site hits Calls to number Consumer awareness poll