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PaintCare The Oregon Paint Stewardship Pilot Program

PaintCare is a program that educates and empowers consumers to recycle and reuse paint, saving the environment, money, and excess paint. The campaign features a feel-good message and a fresh, clean, and simple tonality.

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PaintCare The Oregon Paint Stewardship Pilot Program

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  1. PaintCareThe Oregon Paint Stewardship Pilot Program Paint Product Stewardship Initiative December 9, 2009 Abby Boudouris, DEQ Alison Keane, NPCA/FSCT Mark Kurschner, Product Care Mannie Cheung, Product Care Rick Volpel, Product Care

  2. Education/Outreach • Bradshaw Advertising • Local Oregon Firm started in 1986 • Owner, Barb Bradshaw, native Oregonian with 30 plus years in marketing and advertising • Billings exceed $20 million • Top Women Owned Business for 10 years • Top 20 Advertising Agency in Pacific NW • Integrated PR/media/creative

  3. Education/Outreach • Earth911 • Environmental services company that addresses product end-of-life management • Founded in 1991 • Largest National Recycling and Disposal Database in US • Over 110,000 locations • Recommended solution by EPA

  4. PaintCare Platform • Reuse/Recycle • Differentiator • • Evolution • • Direct • Value • • Gratification • Driver • • Empowerment to consumer • • Recycle/Reuse • • Feel good

  5. PaintCare Campaign

  6. PaintCare Campaign

  7. PaintCare Campaign

  8. PaintCare Campaign

  9. PaintCare Campaign

  10. PaintCare Campaign

  11. PaintCare Campaign

  12. PaintCare Strategy • Educate consumers on the new program • • Empower the consumer • • Feel Good Message • - Make a Difference • • Benefits • - Save Environment • - Save Excess Paint • - Save Money • •Tonality • - Educational • - Emotional connection • - Fresh/clean/light • - Simple messaging

  13. PaintCare Strategy • Website • PR • TV • Radio • Outdoor • Launch/Media Drops • Social Media • Trade Events

  14. PaintCare Strategy • Awareness Studies • Two Studies: • Initial Campaign - April • Post Campaign - October • Questionnaire Development • 400 Oregonians • Study management/Interviews/data processing • Written Summary of Findings

  15. Who We Are Earth911.com is an environmental services company that addresses product end-of life solutions for both businesses and consumers. We work with our customers to target your needs, customize a package that suits your brand and bring your costumer’s story into focus. Investing in our End-of-Life Solutions is an investment in your product’s success. • Founded in 1991 • Largest National Recycling & Proper Disposal Database • Over 110,000 Recycling and Proper Disposal location for over 240 types of product • Work with Industry Leaders, Governments, Associations, Organizations and Businesses • Recommend Solution by the EPA

  16. You Might Have Seen Us Lately….. Earth911.com is the number one search result on Google for “recycle”. We have also been featured on The Oprah Winfrey Show seven times in the past three years. Over the past few years, media coverage of Earth911.com has averaged more than 90 million U.S. households a month. In 2007, some of our top features included National GeographicandNBC’s Heroes. • Our Media Highlights include: • Wall Street Journal • USA Today • Time Magazine • Disney & Rethink Promotion • Tic Tac, USA • The New York Times • The Huffington Post • Yahoo

  17. Services • Reuse, Recycling and proper disposal search powered by Earth911 • 1-800-Clean-Up number provides same search function for consumers • www.paintcare.org and 1-800-Clean-Up can be incorporated into paint can labels and on plugs • National application

  18. Our Data Collection & Verification • Recycling information is derived from: • Local recycling/HHW coordinators in all 50 states • Local, regional and national businesses • Earth911.com collects and maintains data with: • Proprietary, user-friendly web applications • Internal and external validation procedures • Outbound telephone call verification • In-house, accessible client relations and support

  19. ProductsandServices Our Database 107,782 LOCATIONS (Feb 2009) 95% are drop-off sites 48,000 locations updated last year 7,776 PROGRAMS 4600 Municipal and private curbside pick-up 450 HHW 100 Mail-in Event listings and time sensitive locations • Using a variety of product end-of-life solutions, Earth911.com can provide support in the following areas: • Media and Advertising • Syndication of our Location Data • On Product Labeling • Education and Outreach Solutions

  20. Search Syndication When syndicating the Local Recycling Search, Web sites gain the ability to generate and display a fully customized local recycling, and proper disposal search experience. This highly credible, local database with a nationwide scope empowers consumers by delivering an easy-to-use tool for locating product- and material-specific local recycling options. Our database can be custom-branded and syndicated on your Web site, making you the place to go for recycling and disposal information for your products. Additionally, with Earth911.com powering “your” recycling search, you’ll never have to worry about data accuracy or maintenance.

  21. 1-800-Clean-Up • Same information as web search • 24/7 automated service • Paint and other products • 107,782 locations • 7,776 programs • 4,600 municipal and private locations • Event listings and time sensitive locations

  22. On-Product Labeling Licensed use of Earth911.com logo or 1-800-CleanUp Currently utilized on over one billion products worldwide, Earth911.com Labeling Solutions help connect your consumers to local recycling and proper disposal options through a highly effective call-to-action that motivates participation in recycling initiatives. A short message directs consumers to consider recycling or properly disposing of your product. Earth911’s labeling solution is the prescribed solution for consumer labeling by the EPA and the Department of Energy.

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