Paint Reuse Workgroup B April 15th and 16th, 2004 Sacramento, CA Dialogue

PSI Paint Product Stewardship Dialogue Sacramento CA April 15-16, Team Members Heidi Sanborn, Facilitator PSI Shirley Willd-Wagner, CIWMB Theresa Bober, CIWMB Anna Ward, CIWMB Dave Darling, NPCA Anne Reichman, Earth 911 Dana Coyle, N.J. Dept. of Environmental Protection Karen Johnston, Home Depot Marv Goodman, NCPD Nadja Karpilow, MARC Solid Waste Mgmt. District, MO

PSI Paint Product Stewardship Dialogue Sacramento CA April 15-16, Workgroup Goals Determine which educational strategies have been successful and can be applied to addressing the root causes of leftover paint. Recommend educational strategies to address root causes of leftover paint generated by households, consumers, and contractors, and identify possible pilot projects and/or agreements (includes coordination with Workgroup A onLeftover Paint).

PSI Paint Product Stewardship Dialogue Sacramento CA April 15-16, Effective Education Strategies What have we learned? What do we need to learn? Possibilities for the future.

PSI Paint Product Stewardship Dialogue Sacramento CA April 15-16, What We Have Learned ? Reviewed two books: Fostering Sustainable Behavior by Dr. Doug McKenzie-Mohr Communication Skills for Conservation Professionals by Susan Jacobson survey: No responses!! New Hampshire Program: Partnership with local paint retailers, pub-ed, pilots

PSI Paint Product Stewardship Dialogue Sacramento CA April 15-16, The Experts Suggest We Should… Determine our goals Identify our target audience(s) Define the objectives, barriers and benefits Pilot test any proposed program Evaluate the effectiveness of that pilot before rolling it out on a large scale

PSI Paint Product Stewardship Dialogue Sacramento CA April 15-16, It Is All About Barriers The function of a Social Marketing Strategy is to change the ratio of benefits and barriers so that the target behavior becomes more attractive: Increase the benefits of the target behavior Decrease the barriers to the target behavior Decrease the benefits of the Competing behavior(s) Increase the barriers of the competing behavior(s)

PSI Paint Product Stewardship Dialogue Sacramento CA April 15-16, Tenets of Social Marketing The simpler the message the less barriers to overcome. Easier to evaluate the effect of a single message rather than combined messages. Use of commitment, prompts, norms (peer pressure), and incentives are most effective.

PSI Paint Product Stewardship Dialogue Sacramento CA April 15-16, Developing a Strategy Identify barriers and benefits to desired activity (TBD) Strategy development Conduct focus groups If positive result, proceed to pilot If pilot has positive result, proceed to broad-scale implementation

PSI Paint Product Stewardship Dialogue Sacramento CA April 15-16, What We Need To Learn What are the desired behavior changes? Leftover Paint (A) and Regulatory Barriers (E) workgroups are conducting surveys What will groups A &E determine are desired behavior changes? For which audience? What behavior change does the entire group want to focus on first, second, etc? TBD….

PSI Paint Product Stewardship Dialogue Sacramento CA April 15-16, What Should Be The Focus? Consumer: Buying too much paint, not storing paint correctly or too long, committing to reuse and recycle paint at point-of-purchase Retailers: Improving customer assistance in paint purchase, donating usable paint for reuse Contractors: Buying too much paint, not storing properly, leaving/charging customer for excessive amounts of paint Others:????

PSI Paint Product Stewardship Dialogue Sacramento CA April 15-16, Next Steps Await survey results from Workgroups A and E Develop draft marketing strategy Options Consider inviting a marketing expert to attend Washington meeting. Consider inviting a marketing expert to review workgroup draft strategy Write an RFP for a consultant who can review plan, provide guidance, and implement focus groups, pilot project, and full education program

PSI Paint Product Stewardship Dialogue Sacramento CA April 15-16, Feedback Would you like a speaker in D.C? Would you support the Education group hiring a consultant to review the draft marketing plan? Would you support an RFP for a bigger project? Other ideas?