California Integrated Waste Management Board Recycled-Content Materials Marketing Program Update May 16, 2006

Ogilvy Public Relations Worldwide Activities to Date…Research Research Methodologies –Participation in League’s Annual Conference –One-on-one interviews –287 person Internet survey Results –104 League Conference interviews completed –One-on-ones completed –Internet survey completed

Ogilvy Public Relations Worldwide Research Objectives Product Categories: –Rubberized Asphalt Concrete –Recycled Aggregate –Tire Derived Aggregate –Organic Materials Key Metrics: – Awareness – Usage – Reasons for product selection and deselection – Factors that would encourage use: Product attributes Communication preferences

Ogilvy Public Relations Worldwide Key Insights Respondents are generally familiar with CIWMB’s programs. The four product categories addressed by this research comprise less than half of the total recycled-content materials cited. Environmental benefits are the main reason cited for using products, however, they are one of the least important factors in product selection. Performance, cost, durability, safety and maintenance are all more important product attributes.

Ogilvy Public Relations Worldwide Key Insights Respondents are positive toward all of the products. Organics are the most widely used and known. RAC and recycled aggregate - seen favorably, but room for further education. Most are not familiar with Tire Derived Aggregate. Attribute most associated with each product is environmental benefits. Cost, the most important attribute, rates lowest for every product.

Ogilvy Public Relations Worldwide Key Insights There is a desire for more information and education about these products. Key messages should address cost savings. and direct mail are the preferred modes of communication. Communication efforts must be either very well targeted or very broad.

Ogilvy Public Relations Worldwide Preferred Creative Concept

Ogilvy Public Relations Worldwide Creative…Activities to Date Results –First print ad developed for placement Western City – July Issue California Parks & Recreation – June Issue APWA Reporter – June Issue ENR – May 22 Issue California Construction – June Issue California Builder – July/August Issue –First draft of marketing materials approved Next Steps –Finalize marketing materials (2 nd ad & folder) –Production of marketing materials and video –Develop micro-site for launch in July

Ogilvy Public Relations Worldwide Print Ad (FINAL PRINT AD TO BE INSERTED ON 5/12)

Ogilvy Public Relations Worldwide Meetings with Key Decision Makers Target Jurisdictions –Pilot program in 5 markets Preparation Meeting –CIWMB team meeting to review: Key messages/talking points Key outcomes for meeting Schedule for June and July Meeting Schedule –Calendar created –Meetings currently being scheduled –Updated calendar to Board every Monday – starting with 1 st meeting

Ogilvy Public Relations Worldwide Target Jurisdictions RegionJurisdiction NameRecycled Material Bay AreaCity of VallejoOrganics, Recycled Aggregate Los AngelesCity of TorranceRAC, TDA, Organics, Aggregate Central ValleyCounty of MaderaOrganics, Recycled Aggregate Southern CaliforniaCity of SanteeRAC, TDA, Recycled Aggregate Northern CaliforniaCity of DavisRAC, TDA

Ogilvy Public Relations Worldwide Other Key Activities Media Relations –Media database created –Media audit occurring –Media editorial calendar/pitching – starts in June –Western City Magazine article submitted Conferences and Summits –List of events created –Recommending 1 to 2 per month as appropriate Paid Advertising –Plan and buys placed –July/August pubs include: APWA, California Builder, California Construction, California County, ENR, State Legislature, Parks & Rec and Western City

Ogilvy Public Relations Worldwide Measuring Results Outcome of meetings with decision-makers Project inventory report Informational material assessment Media content analysis Web site hits