Massachusetts Bottle BillMK 302-01 April 25,2012

Team: Blue Skies Communication

Sue Hua

Juma Inniss

Blair Mosberg

Kayla Pinto

Discovery

Recycling and litter prevention program first passed in 1983

Instituted a nickel deposit on beverage containers

Over 30 Billion containers have been redeemed under MA Bottle Bill

Bottle Bill expansion sought to include “new age” drinks like non-carbonated waters, iced tea, juice, and sports drinks

Strengths

Sierra Club and the Massachusetts Department of Environmental Protection are the major supporters of the Bottle Bill

Strong public support

The Bottle Bill has an existing support network of supporters and a strong foundation

Decrease landfill use

Increases recycling

Saves energy, saves oil

Creates green jobs

Keeps current with consumer habits

Allows small stores to opt out

Supports the Redemption Centers

Weaknesses

Price of beverages will increase for consumers

“Real Recycling for Massachusetts” coalition formed

Opportunities

A number of other states have revised their redemption laws

Generate funds to support state programs and defray the cost of waste cleanup

MA size is small enough for it to have impact

77% of Massachusetts residents favor an updated Bottle Bill

Could generate up to $37 million in state aid

Chance to educate publics on Bottle Bill and its effect on consumers and industries

Consumer can earn money

Threats

Restaurants may choose food suppliers in NH and CT instead of MA suppliers

Restaurants and stores may pull certain product lines because they don’t want to charge a higher price for the products to compensate

Confusion within publics about which bottles are recyclable and about potential benefits

Consumers may change buying habits to avoid price increases

Target Audience

Parents of young children 18-34 years old Teach/encourage

their children to recycle

Youth-connected adults Teachers Advisors/

Administrators Coaches

According to MediaMark… Newspapers (144) Radio (128) TV (152) Facebook (145) Twitter (238)

Emily Browne

Northwestern U grad, 2000, in English, Administrative Assistant (part-time) at Boston law firm

Lives in Brookline with husband, 5 yr. old son, 3 yr. old daughter

Hobbies include yoga, cooking, socializing, PTA

Uses social media to keep in touch with friends and family

Mommy blogs

Reads home, food, and lifestyle magazines

Reads local newspapers

She and her husband both have iPhones

Emily Browne

Ted Ruben

Principal at a high school in Worcester.

He has only been in this role for two years and is looking to strengthen the unity within the student body.

He is in good relations with the surrounding schools and always seeks fun, engaging, community building projects for his school.

His two children (7 year old boy and 12 year old girl) have grown up in the school system and always looks to instill the importance of a strong community.

In his free time, he enjoys spending the weekend with his family on small day, educational day trips.

Ted Ruben

Bill Stevenson

President of Babson College for the last 14 years now.

He has been getting a lot of interest in pushing a "green" program at the school and is slowing working with the board to make sustainable changes on campus.

Sustainable student groups and local activists have been pressuring him to enact and enforce environmental friendly policies at Babson.

He has a high income that he mostly spends on his real estate: a summer home on the Cape, a $7 million apartment walking distance to Babson and a 2011 BMW.

Bill Stevenson

Objectives

Public awareness of the need to update the Bottle Bill

Mobilize Massachusetts residents to lobby lawmakers to vote for the Massachusetts Bottle Bill Expansion

Campaign Strategy

Build awareness around Bottle Bill legislation among Massachusetts parents.

Motivate school aged children to urge their parents to ensure the Bill’s passing

Media Strategies Print Ads in local publications

Billboard Ads on Local Primetime News stations

Blogs

Radio

Social Media

@MABottleBillComp

WFCR-FM (Amherst)WFPB-FW (Falmouth)

WANF-FM (Newburyport)WBPR-FM (Worcester)

Promotional Strategies

All ages school recycling competition

The Competition

The purpose of implementing the Bottle Bill Competitions in Elementary schools, Middle Schools, High Schools, and Colleges across the Commonwealth of Massachusetts is to generate interest for the Bottle Bill legislation. Through targeting and engaging children and young adults in this competition, we hope to simultaneously reach their parents who will be able to throw their support behind the legislation. Winners will be announced in December (2012) and reward events will be hosted in May (2013)

Elementary School

School throughout MA that can recycle the most bottles per student

Students are encouraged to recycle all types of bottles that would be covered by the expansion

All the money from bottle returns go to the school

Winner gets a Carnival Day with a bouncy bounce, clowns, and carnival games

Middle School

School throughout MA that can recycle the most bottles per student

Students are encouraged to recycle all types of bottles that would be covered by the expansion

All the money from bottle returns go to the school

Winner gets a JADA concert for their school (a girl band from MA)

High School

Think of an innovative recycling and fundraising program in your school

Put the plan into action

Team/School with the most impact wins

Winning club/team wins tickets to a Red Sox game and $2,000 for their club to continue the program

College

Campaign with an environmental lobbyist in your area

Implement the campaign

Team or school able to generate the most support for the Bottle Bill wins (support meaning signatures or recruits to the cause)

Winning club/team wins tickets to a Red Sox game and $2,000 for their club to continue the program

Timeline

Budget

Evaluation

Send out evaluation forms to schools and parents with questions about the Bottle Bill and their opinions on the competitions and legislation

Calculate overall impressions

How many schools participated? How many students were involved?

Google Analytics

Track social media, i.e. Crowdbooster How many new

followers What influential

followers How many likes, etc.

Mock voting