Program Manager`s Report

CESA Annual General Meeting
Program Manager Report
Chris Morisawa – Communications Manager
Gil Yaron - Director of Programs
Jenn Robson - Program Manager
1
Outline
Producer Management
Materials Management
Communications
electrorecycle.ca
Producer Management
Membership Summary
• As of December 31, 2015:
• 443 members (68 of which are inactive)
• 18 new members in 2015
electrorecycle.ca
Materials Management
Collection Facilities
• As of December 31, 2015:
• 181 advertised, 16 non-advertised depots across BC
• 99.5% Accessibility
Number of Collection Sites
200
180
160
140
120
100
80
60
40
20
0
181
132
146
160
106
Program Launch
2012
2013
2014
2015
electrorecycle.ca
Collection Volumes
• 4,225 tonnes diverted from landfills in 2015
2015
2014
2013
2012
0
500
1000
1500
2000
2500
3000
3500
4000
4500
Collection (Tonnes)
electrorecycle.ca
Communications
2015 Communications Plan Pillars
All initiatives must measurably drive either program
awareness, collection volumes, or both
Communications must convey that program participation makes a
significant difference to environmental integrity (forge emotional
connection with program)
73% consumer awareness of program must be maintained
or bested
electrorecycle.ca
2015 Communications Plan Strategies
Employ highest return-on-investment tactics as indicated
by in-depth KPI analyses
Ensure remote and underserviced communities are
engaged by communications activities
Create opportunities for meaningful engagement and
dialogue with target audiences
Employ wide-reaching communications to drive awareness
of program generally versus awareness of brand
electrorecycle.ca
Program at a Glance (2015)
New Website launched in
May. Merged CESA
corporate site and
ElectroRecycle consumer
site. Dedicated Member
section with easy-tonavigate program
resources.
52,141 visits to
electrorecycle.ca
(13.5% increase over 2014)
2,736 Likes at the end of
2015, a staggering 1400%
increase over 2014!
184 Likes at the end of
2014 (new platform for
2014)
1098 Twitter Followers
(24% increase over 2014)
electrorecycle.ca
Program at a Glance (2015)
Total 2015 Community events:
(Target: 60 2014: 35)
More than 3.6 million consumer
advertising impressions resulting in
nearly 14,000kg of small
appliances collected at events
80
7,773 phone and email consumer
inquiries (2014: 4,378)
EVENT COLLECTION VOLUME TOTAL 2015: 13,823 kg
(2014: 7,111)
electrorecycle.ca
Ambassador Program
New format for Ambassador support: full time,
year-round program ambassador, supported by
communications team and seasonal ambassador
(May to September)
Exceeded all targets for program, including:
• Number of events hosted (Actual: 80 vs Target: 60)
• Event collection volumes (2015: 14,000kg vs 2014:
7,000kg)
• Impressions delivered (Actual: 3,7M vs Target: 2M)
• Regions visited (Actual: 16 of BC’s regional districts
vs Target: 14)
electrorecycle.ca
“Employ wide-reaching communications to drive awareness of
program generally versus awareness of brand”
Annual Target: Advertising presence in all Regional Districts
Television
Print
Print
Earned
Print
Media
Z95.3FM
The Peak FM
Virgin FM
Global TV
Municipal
Calendars
Metro News
Delta Leader
Event Coverage
Reach:
Metro
Vancouver
Reach: All Rd’s
Reach: 6RDs
Reach: 1 RD
Radio
Radio
electrorecycle.ca
Stakeholder Relations
Considerable efforts
were made during 2015
to develop and deliver on two
key initiatives:
• Invitational Stakeholder
Meeting
• Stakeholder Informational
Video
Both strategies were executed
in Q1 2016 and will be
discussed in detail in next year’s
annual report
879 members subscribe to
ElectroRecycle’s quarterly program
newsletter (32% increase over 2014)
electrorecycle.ca
Thank You