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Home My Public Portal About330_CVP Overview for Applicants The Curbside Value Partnership: Tips and Info for Incorporating CVP into your Winning Application Georgia communities applying for Coca Cola Curbside Acceleration Recycling Program with a focus on education are encouraged to consider a partnership with CVP in their applications. CVP can serve as a valuable resource in helping you design and implement cost-effective, strategic education campaigns within a range of budget levels. The information below is intended to help you incorporate CVP into your applications. Questions? Contact Steve Thompson, CVP Executive Director at S.B.Thompson@comcast.net or 804-798-5750. Is my community a fit for CVP? Yes, if you meet the following minimal criteria: Have a residential curbside recycling program that is politically supported and not at risk of being eliminated. If you want to use education to improve your program’s participation and tonnage. Are committed to dedicate time needed to help plan, implement and measure an education campaign. Have the ability to kick off an education campaign in 2011. Have access to consistent data on recycling to determine campaign’s impact and be willing to use Re-Trac for submitting data for multiple years. (Supplied at no cost.) What would a CVP partnership look like? CVP will work with you in three phases to help you kick off a 12-month effort: PLANNING, EXECUTION and MEASUREMENT. Regardless of your budget, CVP will work with you to develop a strategic and measureable education program. Below is more detail on CVP’s process. PHASE ONE: PLANNING (Generally takes about 4-8 weeks): First, CVP will facilitate a face-to-face planning and learning session where community key decision makers and stakeholders should participate. At this strategy session CVP will work to understand and uncover any barriers to participation and also identify our communications goals and target audience. Then, we’ll brainstorm activities to help you reach them effectively. Following this, CVP will deliver a 12-month communications plan that will serve as your tailored campaign road map. Some or all of the activities proposed in the plan can be undertaken by CVP or by your internal staff (or a combination), depending on the amount secured and your needs. Once the plan is agreed upon, CVP will work with you to develop compelling materials to help promote your recycling program. They could include the following (not all-inclusive): Campaign call-to-action/tag lines PR tools: key messages, press release, fact sheets Creative (as appropriate) Posters, banners, billboards, mailers T-shirts, cart stickers, etc. Advertisements, PSAs Radio PSA scripts Website support/strategy and recommendations, and in some cases help with design/copy writing Social media strategy and execution (Facebook, Twitter, etc.) PHASE TWO: CAMPAIGN EXECUTION (CVP will work with you to execute a campaign that will likely last for approximately 10-12 months. However, CVP will continue to be available to you for strategic support, measurement, etc.): Each campaign is tailored to meet the unique needs of your market and your program’s challenges, goals, etc. CVP will work closely with your community to implement the integrated communications plan developed during the planning phase. Components of the campaign typically include: Launch event/announcement Ongoing media relations Marketing to residents Third party engagement (homeowner associations, community groups, realtors, etc.) Social media/online campaign activities Event participation PHASE THREE: MEASUREMENT: (Ongoing with CVP providing free tools to aid in data collection.) What makes CVP unique, in addition to our strategic planning process, is our commitment and approach to measurement. For all of our partners, we insist on access to data and will help you view and analyze what occurred due to the campaign in a way that enables better decision-making. We measure all sorts of data, the most important being recycling tonnage and participation. We evaluate year prior data as well as what happens during and after the campaign. Data measurement (pre and post, as well as 3-month intervals). Future planning (helping advise the community in how to sustain the momentum generated). We will provide to all partners, at no additional cost, access to Re-Trac, a powerful data management tool where you can input and track your program’s progress. This will be provided to you for one year, and perhaps longer. What should I budget for CVP? Typically, CVP partners with a community at no cost (efforts are covered by our sponsors.) CVP typically spends between $40,000-$75,000 per community, plus out of pocket expenses like printing. In this case, anticipated cost should be incorporated into your application. If your community is awarded, CVP will be covered in your program. When you partner with CVP, you have access to top public relations and marketing experts as well as industry veterans who will help you develop and execute a plan to make a strong impact on participation and volume. We’ve done it for 27 other communities so far, as well as 4 states! A rule of thumb for budgeting for education is $1 per household per year or $3 per household per year if you are making a major change (e.g. switching to single stream, upsizing carts, etc.) Recognizing that many communities may not be able to secure this level of funding, we recommend at a minimum the parameters below based on community size and anticipated level of activity. The chart that follows is designed to help provide an idea of the recommended amount of money allocated towards the CVP relationship and provides an idea of the education activities it would include. Please remember that activities and budget ranges are approximations to help with application writing. Should you be awarded, CVP will work closely with you to identify the best activities to fit your needs based on the dollar amount you are awarded. CVP Budget Options (Menu Format) Desired level of education efforts with CVP* Communities serving less than 75K hhlds Communities serving 75K-250K hhlds Communities serving over 250K hhlds CVP Basic Partnership - Activities include: Kick off/strategic planning 12-month communications plan Marketing strategies and ideas Campaign messages/call to action Development of PR materials Data analysis Ongoing counseling Basic Partnership Budget Ranges: $15,000-$22,500 $20,000-$27,500 $25,000-$32,500 Traditional CVP Level – Includes above activities PLUS: Creative executions (quantity TBD based on budget) Web and/or social media (microsite, Facebook, etc.) Increased strategy/creative/support Traditional Partnership Budget Ranges: $30,000-$52,500 $50,000-$82,500 $65,000-$107,500 Partnership Plus Level – Includes I & II activities PLUS: Paid advertising and/or Production of materials/printing, etc. Partnership Plus Budget Ranges: $50,000-$87,000 $100,000-$182,000 $140,000-$225,000 In addition though your partnership you will also have FREE access to the following valuable resources and tools: Access to CVP resources and high quality PR and marketing templates as well as our library of community best practices. Access to Re-Trac reporting tool for measuring/analyzing data. Inclusion in CVP national publicity efforts that include media stories, by-lined articles, features in our quarterly newsletter Bin Buzz, and more. What next? We encourage all communities to familiarize yourself with CVP by visiting our Web site (www.RecycleCurbside.org) and by reviewing our informational that you can request by contacting Steve Thompson. As you prepare your application, be sure to include and reference CVP and describe how you would work with CVP. Feel free to use any information contained in this document to do so. Also, reach out to us with any questions. We can work with you to ensure your application properly includes CVP and is also compelling, creative and inclusive. If you are awarded, we will then work with you to determine the best use of your funds to ensure maximum return-on-investment.