NRC Congress: Return on Publicity

The pattern has been identical across the country: Within a few years after a recycling program is established, the accompanying information and publicity budget is slashed with the thought that the initial burst of publicity has set up a program that will keep humming along nicely.

But a session on the topic of successful curbside programs at the National Recycling Coalition (NRC) Annual Congress, held in Minneapolis Aug. 29-31, produced a chorus of opinions that residents need reminders and continued re-education for programs to remain viable—let alone to increase participation.

Tim Pratt of Roseville, Minn., a Twin Cities suburb, says he is fortunate to run a program in a city where recycling is looked upon favorably and where the population turnover rate is fairly low.

But that second factor could be changing as “empty nesters” begin to sell their homes, and Roseville is taking steps to ensure that new residents participate as vigorously (and wisely) as long-time residents.

“Communication is the key,” Pratt told attendees, who has found a refrigerator magnet that is half bright green and half bright red as being a helpful tool. The green side of the magnet features a “Yes” column of commodities acceptable in the curbside bin, while the red side features a “No” column of unwanted materials.

Similarly, a brochure issued by Denver Recycles in Colorado’s largest city features photos of what is acceptable in one area and photos with a slash through them for unacceptable items in another area. The easily understandable brochure has helped reduce the collection of unwanted items, says Denver Recycles Program Manager Charlotte Pitt.

A publicity campaign that has included the brochure as a way to familiarize Denver residents with their new single-stream collection system helped the city collect 1,400 tons of recyclables this July versus 1,100 tons in July of 2004.

In Pennsylvania, John Fredericks, executive director of PROP (Professional Recyclers of Pennsylvania), says his association surveyed the 100 largest solid waste/recycling districts in the Keystone State to gauge opinions on what factors are important to good programs.

Respondents listed education as a vital component, along with support from elected officials, support from the public and enforcement of existing recycling regulations.

The state is challenged by the existence of so many municipalities within each of its counties, such as the 128 municipalities that exist in Allegheny County, ranging from the city of Pittsburgh to tiny boroughs.

Presenter Steve Thompson of the Aluminum Can Council, Ashland, Va., says his organization (co-funded by the Aluminum Association and the Can Manufacturers Institute) is offering educational resources that can help curbside program managers reach out to non-participating residents.

The organization offers pilot programs and partnership arrangements with municipal programs, with several successful efforts already underway, according to Thompson.

In Brevard County, Fla., Thompson says each $1 spent on educational materials has thus far yielded a return of $1.32 in commodity revenue to the recycling program, as well as additional revenue to the MRF contractor.

More than 800 government recycling program coordinators, private sector recyclers and industry suppliers gathered in Minneapolis in late August for the NRC Congress.