New State Solid Waste Management Plan - Ohio EPAepa.ohio.gov/Portals/34/document/general/Goals 3 and...
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Review of State Solid Waste Management Plan Goals 3 and 4 of the 2009 State Solid Waste Management Plan Presented on July 25, 2017 via WebEx
New State Solid Waste Management Plan - Ohio EPAepa.ohio.gov/Portals/34/document/general/Goals 3 and 4... · 2017. 8. 2. · Review of State Solid Waste Management Plan ... Presented
Goals 3 and 4 of the 2009 State Solid Waste Management Plan
Presented on July 25, 2017 via WebEx
Presentation OverviewHere’s what’s on the agenda
• History of Ohio’s education goals• The problem• Strategy for updating goals• The solution
o Social marketingo Goal 4 – outreach and marketing plano Model programs
• Next steps
We are recording this session and will make it available ASAP
History of Ohio’s Education Goals
How we got here...
a decidedly unsordid past
History of Education Goals
1995 State Plan
• Established Ohio’s first education goals
• Separate goals for source reduction and recycling
Goal 3 – focused on source reduction
Goal 4 – focused on recycling, reuse, and composting
History of Education Goals
1995 State Plan
Concept:
Goal 3 – teach people how to avoid generating waste
Goal 4 – inform people how to best manage the waste they generate
Presenter
Presentation Notes
Although two separate goals intended to address very different concepts, many education programs address both Goal 3 and Goal 4.
History of Education Goals
1995 State Plan
Goal 3: Provide Informational and Technical Assistance on Source Reduction
• Recognized that source reduction most preferred method
• Provide generally to solid waste generators or specific type of generator
• SWMDs had sole discretion for the type of assistance
Presenter
Presentation Notes
Examples of programs: Information on reducing waste through purchasing practices Waste audits to help businesses eliminate waste
History of Education Goals
1995 State Plan
Goal 4: Provide informational and technical assistance on recycling, reuse, and composting opportunities
• Meant to be comprehensive with regard to types of materials, management opportunities and generators
• Again, SWMDs had sole discretion for types of assistance
History of Education Goals
2001 State Plan
• Made only minor changes to the goals
• No changes to the education goals
The Problem
We need a new paradigm
We Need a New Paradigm
Why?
Existing goals were outdated
Hadn’t been updated since originally establishedSpent years improving infrastructureNeeded education to complement infrastructure
Education traditionally focused on creating awareness
Research shows that awareness ≠ increase in recyclingChanging behavior = increase in recycling
Presenter
Presentation Notes
The education goals hadn’t been updated since originally established. Goal 1 resulted in a significant amount of new infrastructure having been established. When SWAC and Ohio EPA began reviewing the 2001 State Plan, determined that we needed better education goals to go along with the improved infrastructure. . Research has shown that simply providing information has little to no impact on getting people to recycle. Educating people about the benefits of recycling and where the local drop-off is does not mean people will use the drop-off. Focus on awareness was largely driven by requirements associated with Recycle, Ohio! grants. Currently trends in education are to provide outreach to affect behavior as opposed to simple awareness (i.e. social marketing).
We Need a New Paradigm
Why?
No minimum standards for meeting the goals.Maximum flexibilityVery low bar for achievingWide variability in programming statewide
Some needed tools not provided statewide (e.g. webpage)
Presenter
Presentation Notes
Lack of minimums double-edged sword – maximum flexibility but also some needed tools not universally available (e.g. webpage) and wide variability in programming statewide. The bar for meeting the goal was low. Not having minimum standards made evaluating success difficult. Some of the tools Ohio EPA believes to be necessary are not being provided statewide (as an example, at least 11 SWMDs do not have web sites)
Strategy for Updating Goals
Collaboration is a good thing
(a.k.a...Help!!!!!)
Strategy for Updating Goals
We kinda knew what we wanted...
• A minimum bar for achieving goals 3 and 4• Reinvigorate education to result in more recovery• Make planning for education a strategic effort
...didn’t know the best way to get there
But...
If you aren’t the experts...
...then ask the experts
Strategy for Updating GoalsFocus Group
Members represented different facets of environmental education
• ODNR, Division of Recycling and Litter Prevention• The Ohio State University• Solid waste management districts• Recycling and litter prevention educators• Environmental Education Council of Ohio • Ohio EPA, Office of Environmental Education Fund
? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?
Strategy for Updating Goals
How Do We...
? Set a minimum standard while still maintaining flexibility?
? Use education to increase participation and recovery?
? Make the planning process more meaningful?
? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?
Presenter
Presentation Notes
Flexibility not just in terms of allowing SWMDs to provide outreach that takes into account the local needs, but also to account for the differences in SWMDs (such as funding, experience, staffing, etc.)
Strategy for Updating Goals
Focus Group Brainstormed
What makes good education?
Conceptual ideas (i.e. best practices)
Programmatic ideas (i.e. effective programs)
Presenter
Presentation Notes
Participated in a brainstorming exercise through which the group attempted to define what makes good recycling/waste reduction education. During this exercise, the group named both concepts and specific programs that embody good recycling/waste reduction education The concepts are essentially best practices and define how people learn and how to both provide outreach and adapt programs implemented by others to your local situation. The programs are specific examples of good recycling/waste reduction outreach efforts The group came up with a list of 22 concepts and 11 programs. Right off the bat, the focus group pointed out the need to keep in mind the range of capabilities and resources among the 52 SWMDs. Also were concerned about the need to consider the demographics of all potential interested parties
Strategy for Updating GoalsFocus Group’s Recommendation - The Bare Bones
Focus on outreach, not just awareness education.
There should be two parts to outreach:
Statewide standardization
Outreach and marketing plan.
Strategy for Updating GoalsFocus Group’s Recommendation - The Bare Bones
Specify target audiences;
Specify best practices; and
Compile a collection of effective programs.
The Solution
It’s not rocket surgery...
The Solution
And the Experts Say...
The solution is two goals:
• One that results in statewide standardization
• One that fosters an education and outreach strategy:o tailored to local needso designed to change behavior
The Solution
Statewide Standardization
Goal 3: Outreach and Education – Minimum Required Programs
The SWMD shall provide the following required programs:
• Web page;
• Comprehensive resource guide;
• Infrastructure inventory, and;
• Speaker/Presenter
Presenter
Presentation Notes
These are the programs that the focus group suggested The comprehensive resource guide (more material specific) Infrastructure inventory (focused on the basic recycling and waste management infrastructure, such as curbside programs, drop-offs, composting facilities, hauler programs, etc.) Speaker/Presenter doesn’t have to be SWMD’s employee – many SWMDs partner with other organization for providing education and outreach: Soil and water conservation districts Recycling and litter prevention offices OSU extension
The Solution
Outreach and Marketing Plan
Goal 4: Outreach and Education – Outreach Plan and General Requirements
Each SWMD will provide education, outreach, marketing, and technical assistance regarding reduction, recycling, composting, reuse, and other alternative waste management methods to identifiedtarget audiences using best practices.
The Solution
Outreach and Marketing Plan
A strategic plan for providing outreach and education
3 primary components:
• Address 5 target audiences• Follow best practices when developing programs• Select outreach priority
...incorporates principles of social marketing
Presenter
Presentation Notes
The focus group named 5 target audiences that should all be addressed in the outreach and marketing plan. Of all of the concepts that the focus group listed, three were determined to be the most important for guiding the development of outreach programs. These three best practices will guide both selection and development of programs. The outreach and marketing plan will also contain the strategy for evolving the SWMD’s environmental education programs away from traditional awareness education towards changing peoples’ behaviors. The ultimate goal is to get more people to participate in recycling programs and recycle more waste. To do this, the SWMD will emphasize changing residents’ and businesses’ behaviors so they aren’t just aware of the recycling resources available within the SWMD but also use those resources (i.e. market recycling to people to increase quantities recovered). The outreach and marketing plan will describe the programs the SWMD will provide. SWMDs will incorporate the principles of Goal 4 into their programming when possible. SWMDs may continue to provide many of the programs they have traditionally provided. However, each SWMD will begin to align the information and messages communicated through those programs with Goal 4. Other SWMDs will find it necessary to develop new programs in order to achieve the intent of the outreach and marketing plan. In the end, a SWMD’s outreach and marketing plan will likely consist of a combination of programs the SWMD has historically provided, existing programs the SWMD will modify, and new programs. One place to start is with programs that are awareness based. Also, identify programs the SWMD can easily modify to incorporate social marketing principles and tools, programs where modifications will result in big payoffs, and ways to make incremental changes to existing programs.
Social Marketing
That’s nice, but why should I?
Social Marketing
Social marketing - Using commercial marketing principles and tools to influence a target audience’s behavior to benefit society.
Community-based social marketing – influencing people in a defined geological area to change their behavior.
• Convince someone not doing desired behavior to do it• Focus is on changing behavior, not changing attitudes or awareness
Presenter
Presentation Notes
Examples: Using a seat belt, recycling, vaccinating children, stop smoking Also need to differentiate between a desired outcome and a desired behavior. Desired outcome is fewer recyclables being landfilled. Desired behavior is putting more recyclables in the recycling bin.
Social MarketingA person must voluntarily change behavior
To accomplish that...
• Need to market the behavior in a way that that makes it appealing to the target audience
• Must understand the target audience:
o Why do/don’t recycleo What want/need to recycleo How receive informationo Perceived and real barriers to/benefits of doing
the desired behavior
Social Marketing
Make desired behavior more attractive/easier to do than competing behavior
May have to change the benefits and barriers...
• Increase benefits of desired behavior• Decrease barriers to desired behavior• Decrease benefits of competing behavior• Increase barriers of competing behavior
Presenter
Presentation Notes
Are not mutually exclusive. May have to increase benefits and decrease barriers at the same time
Behavioral Model SO THEN SO THAT
Academy for Educational Development Center for Environmental Strategies, pg12).
They Don’t
Do
We must understand why
by using consumer
research to determine:
Benefits Barriers Perceptions Suitable
means of persuasion
We provide a program that
features:
Services and features people want
Easy access to what they need
Information they understand from channels they trust
They Do (i.e. recycle, compost, reduce, reuse)
Social Marketing
6 basic steps:
1. Identify the problem, the desired behavior change, and the target audience(s) that needs to make the change.
2. Assess and research the audience; 3. Plan and design; 4. Pilot and revise; 5. Implement; and, 6. Monitor and evaluate.
Presenter
Presentation Notes
Steps 1 through 3 will be done while preparing solid waste plan Steps 4 through 6 will be done while implementing the plan 1 2 There is great deal of information already available about why people do/don’t recycle. It still helps to hear directly from local people. 3 Plan and design – create strategy for marketing behavior to target audience based on research from step 2. Use social marketing tools. Include measurable outcomes. Need baseline data. 4 Pilot and revise – particularly for a marketing campaign, best to test it on a small group of the target audience for effectiveness prior to rolling it out full scale. 5 6 To what extent did the social marketing strategy change the targeted behavior.
The Components of Outreach and Marketing Plan
it’s not brain science
Outreach and Marketing Plan
Five Target Audiences:
• Residents;
• Schools;
• Industries;
• Institutions and commercial businesses;
• Communities and political leaders.
Presenter
Presentation Notes
The list of the 5 audiences is really just an explicit expression of what SWMDs have always focused on with the possible exception of Communities/Political Leaders. Part of the Communities audience is community groups. As you know, it is often helpful to get grass root support from community groups prior to approaching political leaders. SWMDs have always provided outreach to residents, commercial businesses, industries, school children. Ability to demonstrate that a target audience isn’t a priority. As an example, Brown County has a very small industrial base. Therefore, the Brown Authority make industries a smaller component of its plan
Outreach and Marketing Plan
Best Practices
BP #1: Be familiar with the solid waste management infrastructure
Assess and understand existing infrastructure and/or develop new infrastructure before providing outreach.
Presenter
Presentation Notes
The bottom line is to get more material diverted. So, outreach, education, etc. should be oriented towards achieving that. Understanding the infrastructure is crucial to understanding how outreach can be the most effective Incorporating the available infrastructure into the message is essential. The ultimate goal is to have a plan that leads to recycling behavior, not just awareness. However, can’t change people’s behavior to get them to recycle if the infrastructure to allow the behavior to happen isn’t available. So, don’t reach out to people and tell them they should recycle if they don’t have a way to recycle. Instead, focus on the audiences that get a recycling program in place.
Outreach and Marketing Plan
Best Practices
BP #2: Provide outreach within the context of infrastructure.
a. message and target audience will depend upon the existing infrastructure;
b. don’t encourage recycling if the infrastructure necessary to recycle does not exist.
Presenter
Presentation Notes
A SWMD that has a comprehensive inventory of recycling opportunities may not need to spend time educating communities and political leaders. Instead, the SWMD’s focus may be on getting residents, schools, businesses, and industries to use the infrastructure. So, the outreach and marketing plan would focus on programs for those four sectors. If limited infrastructure exists, then the SWMD’s message will be focused on getting infrastructure established. Thus, the SWMD would likely focus on communities and political leaders (why infrastructure is needed). Any focus on residents would be to encourage them to contact representatives about their interest in having a recycling program. Using schools as another example outreach would be focused on getting schools to participate in recycling programs rather than on awareness of the benefits of recycling, etc. So, if a school doesn’t have an in-school recycling program, focus on school administrators to get a program established rather than in the classroom telling children why they should recycle. Once an in-school program is established, then work with janitorial staff, teachers, and children on using the program.
Outreach and Marketing Plan
Best Practices
BP #3: Develop and implement outreach effectively:
a. Have measurable outcomes to achieve;b. Understand that different audiences have different needs;c. Use a consistently and frequently repeated message;d. Focus on changing behavior not just promoting awareness;e. Evaluate results/outcomes.
Presenter
Presentation Notes
These are all principles of social marketing
Outreach and Marketing Plan
What it means in practice...
• Not expecting a SWMD to overhaul all education programs
• Look for ways to incorporate social marketing into existing programs
• Follow best practices when selecting new programs
• Still affords lots of flexibility to design a plan tailored to local needs
Presenter
Presentation Notes
Many SWMDs may continue existing programs the way they have done them in the past. If not already measuring progress effects resulting from programs, then develop measures, tools for measuring, and evaluate progress against baseline data. Booths at community events are an example of an existing program social marketing can be incorporated into relatively easily.
Outreach and Marketing Plan
Each SWMD will select an outreach priority:
• Provide outreach, technical assistance, and education to appropriate audiences in the context of the priority.
• Designed to change behavior(s) of target audience to accomplish desired result
• Incorporate social marketing principles and tools into outreach
Presenter
Presentation Notes
SWMDs are expected to incorporate social marketing principles and tools into their outreach priorities. The analyses the SWMD conducted in Appendix H and the SWMD’s conclusions/findings should help the SWMD identify the outreach priority. In the process of developing its solid waste management plan, a SWMD will perform a needs assessment. This needs assessment will lead SWMDs through the process of analyzing the existing solid waste management infrastructure and identifying underserved audiences and/or program weaknesses. The results of the needs assessment can help the SWMD identify the outreach priority for the outreach and marketing plan. The outreach priority can be a new program (such as a bar and restaurant glass recycling program), working with a community to implement new curbside recycling service, working with grocery stores and restaurants on donating usable food, an improvement that is needed for an existing program (such as improving participation in a curbside recycling service), a goal that the SWMD wants to achieve (such as increasing yard waste recovery), or some other priority that the SWMD identifies (such as reducing contamination in drop-offs). The SWMD’s outreach and marketing plan will specify the affected audiences and the strategies the SWMD will use to address the priority. The outreach programs will be designed to change the behaviors of the target audiences to accomplish the desired result. The SWMD’s outreach priority may change over the planning period of its solid waste management plan.
QUESTIONS?????
Model Programs
a.k.a... leading the horse to water
Presenter
Presentation Notes
The focus group recommended that Ohio EPA compile a collection of model outreach programs to assist SWMDs as they develop their outreach and marketing plans.
Model Outreach ProgramsWhat is a model program?
Demonstrated to produce measureable results;
Transferrable, and;
“Predetermined” to meet the state plan goal.
Presenter
Presentation Notes
The focus group recommended that Ohio EPA compile a collection of effective programs, which are referring to as model outreach programs Model programs are those outreach programs that have been implemented by other SWMDs and have resulted in increases in quantities of materials recycled. - Can be adopted and adapted by other SWMDs Although the programs would be “preapproved”, ensuring success will mean adapting the programs to a specific SWMD’s circumstances.
Model Outreach ProgramsMeant to be helpful...
• Are not mandatory
• Meant to simplify the planning process
• Provide ideas to policy committee
• Increase efficiency of developing outreach programs
Presenter
Presentation Notes
No one will be required to implement any model programs...all SWMDs retain the ability to develop their own programs within the context of the best practices. The list really will be included for simplicity and efficiency purposes. Give policy committees ideas of things they can do. Might lead to improved plan preparation efficiency because policy committees could select “sure thing” programs that can be adapted to local needs rather than spending time to develop new programs. For SWMDs that don’t want to reinvent the wheel, the programs represent things that have worked elsewhere and can be adapted to the local situation.
Model Outreach ProgramsStand alone compilation
• One to two page case studies
• Prepared in cooperation with implementing SWMD
• Can be updated as needed
• Posted on webpage
Next Steps
Where do we go from here?
And now a plea...
There some good things in the 2009 State Plan that haven’t had time to become realized...
• The outreach and education goals were the major push in the 2009 State Plan.
• Haven’t had time to determine success of the goals
• Give us a chance to implement Goal 4 before changing it.
Next Steps
At the August meeting
OSWDO intends to present its recommendations for goals
What would you like to do next?• Will be discussing Goals 1 and/or 2 more• Another WebEx to go over remaining goals?
o Goal 5 – restricted and difficult to manage wasteso Goal 6 – economic incentiveso Goal 7 – greenhouse gas emissionso Goal 8 – market developmento Goal 9 - reporting
Presenter
Presentation Notes
Could probably do the rest of the goals though one WebEx session.
