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ADC Toolbox for Compost Marketing

ADC Toolbox for Compost Marketing. CRRA 2008. Michele Young City of San Jose. Why Compost Marketing Now?. CIWMB Organics Roadmap - S.D. 6.1 ADC Policy Economic Incentives Siting and Permitting Education and Procurement Research, Standards, Technology Legislation – AB 2640.

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ADC Toolbox for Compost Marketing

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  1. ADC Toolbox for Compost Marketing CRRA 2008 Michele Young City of San Jose

  2. Why Compost Marketing Now? • CIWMB Organics Roadmap - S.D. 6.1 • ADC Policy • Economic Incentives • Siting and Permitting • Education and Procurement • Research, Standards, Technology • Legislation – AB 2640

  3. Linking Opportunities • Green Consciousness • Zero Waste Initiatives • GHG Plans • Buy Recycled Campaigns • Water Conservation • Sustainable Landscaping • Petrochemical Prices • And More…

  4. Marketing Basics • Clarify your Goal - Outcome • Define your Audiences • Create Tailored Messages • Identify Best Communication Channel • Determine Appropriate Timing • Measure Response – adapt campaign

  5. What is Our Goal?

  6. What is Your Goal? • Increase Compost Sales • Implement Cal Trans Specifications • Get Someone to Demo Your Compost • Disseminate Research Findings • Enforce a Building Specification • Create a Purchase Order for Govt. Use • Develop Contract Provisions

  7. Audience - Agriculture • Research Grants • Farmer Incentives? • UC Extension • Field Trials • Lab analysis • Field Days • Ag Newsletters • USDA Research Station • Direct Communication

  8. Audience – Landscapers • BMP workshops • Newsletters • Conference Sessions • PAPA • Request to work through residents

  9. Horticulture is a Key Market

  10. Audience – Residents • Backyard Composting • Surveys • Focus Groups • Awareness Campaign • Bay Friendly

  11. Audience - Government • Contract Provisions • Specifications • IPM Initiative • EPPP • Peer Experts • Bay Friendly • Compost Awareness Week

  12. Lessons LearnedSan Jose • Work with Processors to Define Plans • Focus on your Sphere of Influence • Start Small - Targeted • Get to Know Your Audiences • Identify Key Messengers - Each Audience • Link Messaging to Expand Reach

  13. Plans Provide: Options to Prioritize The Luxury of Choice Planning for Resource Needs Leveraging Opportunities

  14. Tools Available atwww.urbancompost.com

  15. Contract Provisions Highest and Best Use • Diversion Requirements • 50% Finished Compost • No Landfill Applications • Approved Products • City Use • Testing/Quality • STA

  16. Key Organics Strategies • Food Waste • Anaerobic Digestion • Wood Waste • Market Development • Infrastructure Assessment

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