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CR 95-12 Implementation Lawn Care and Waste Management - .- ;. \" V 0 " January 12, 1995 Council Report: 95-12 . 0 P K \ ~ AUTHORIZING IMPLEMENTATION OF A COMMUNITY EDUCATION PROGRAM ON LAWN CARE AND YARD WASTE MANAGEMENT Proposed Action. Staff recommends adoption of the following motion: "Authorize staff to implement a Communi tv Environmental Solutions Program to educate Hopkins residents on Lawn Care and Yard Waste Manaqement durinq the sprinq of 1995 at the Basic Level offered bv Toro Companv." overview. On April 16, 1994 tpe city participated in the Toro Lawn Care Program offered by Toro company and held a Yard Waste Seminar for 208 residential refuse customers. One goal of the program was to educate our refuse customers on the changes that were made to our yard waste and brush programs. A second goal was to teach them ways to reduce their need to bag grass and leaves. Taro Company is again offering this program. However, some aspects of the program have changed. The program will still work in cooperation . with our local Taro distributor; Hance Hardware, to educate residents by offering an educational seminar, and the use of Taro Recycler mowers. Primary Issues to Consider o How will this program benefit the City of Hopkins and it' s residents? o What incentives would be offered for residents to attend the seminar? o What are the costs involved for the City of Hopkins? o How will this program be funded? supportinq Information o Detailed Background o Analysis of Issues o 1995 Toro Community Environmental Solutions Program Planning Guide f I Kathy A.Max, Recycling Coordinator . . Council Report: 95-12 Page 2 . Detailed Background In April of 1994 the city participated in the Total Lawn Care Program offered by Toro Company. A seminar was developed as part of this program and offered to our residential refuse customers. 208 residents participated in the seminar on how to handle yard waste and brush. since the City of Hopkins collects and manages yard waste for it's residents this education program seemed a viable tool to help us reduce the amount of yard waste we must collect each year. It was well received in 1994 and because the program was limited due to space available it was suggested we offer a second program this year. Attached to the back of this report is information prepared by Toro Company explaining the program specifics. Analysis of Issues o How will this program benefit the City of Hopkins and its residents? This program would be of benefit to Hopkins residents by providing an educational tool for them to understand the benefits of composting, and using mulching lawn mowers. The program would be offered only to the city's refuse customers that were unable .. to attend the 1994 seminar. Households that received a free ~ month of refuse in 1994 would not be eligible for a second free month in 1995. Also this program will allow up to 45 residents, chosen through a random drawing at the seminar, to have the use of one of 15 mowers for a 30-45 day period during the lawn care season. We will handle the seminar similar to last year and have two or three lawn care professionals at the seminar to make presentations and answer questions. The program also includes door prizes. Long term benef its would be thicker, healthier lawns, and a potential reduction in the city's yard waste collection costs which are passed on to residents. o What incentives would be offered for residents to attend the seminar? Last year's program offered residents a free month of refuse service, three door prize opportunities, and a rebate program for the purchase of any mulching mower. Along with these incentives some participants had the chance to use a Toro mulching mower. The Basic Program level proposed for 1995 would reduce the number of mowers available for residents to use from 25 to 15 and the only door prize provided with this program level is a compost bin. staff has asked Toro for a cost of providing the same door . prizes as last year and was told that they would be available at additional cost if desired. council Report: 95-12 Page 3 In addition to the items provided through the Toro program, it . would be staffs recommendation to again this year offer each resident a rebate of $20 towards purchase of a mulching mower and a free month of refuse service. Not only would this encourage attendance at the seminar, the mower rebate would encourage residents to purchase an item that could potentially reduce our yard waste management costs. o What are the costs involved for the city of Hopkins? The initial costs involved for the program level desired would be $100. This cost would include the compost bin as a give-a-way prize. It would also cover the items listed under the Basic level option on the attached outline. If council decides to purchase additional door prizes that cost would be approximately $600 ($340 mower, $260 superblower). Toro offers two purchase options for the mowers. Last year we purchased the mowers at the beginning of the program to get the lowest cost. Each program participant that desired to purchase the mower at the end of their use period then paid Hance Hardware for the mower. Hance Hardware in return reimbursed the city for the total cost of the mowers. The other option Toro offers is to purchase the mowers after the program is completed and pay $20 more for each mower. The city in both cases is responsible for paying for any unsold mowers. ._ The approximate cost break down for 400 participants would be as follows: Initial level program costs 100 Notices/Flyers/envelopes 500 Postage 900 Extra.Door Prizes 600 Mower Purchase (15 x $340) 5,100 Coffee 150 Mower Rebate (1 per HH $20/50 HH) 1,000 Refuse Rebate (1 per HH $15.39 X 400) 6,136 SUB-TOTAL 14,486 Mower Sales - 5.100 TOTAL 9,386 Please note that the figures for the Refuse Rebate will vary by the number of residents we are able to accommodate. At this point no location has been selected for the program and we could run into the same situation as last year of having to limit the number of residents attending. If we are able to accommodate an unlimited number of residents our refuse customer count is approximately 2,780. Using that number and the $15.39 rebate minus the 200 that already attended it is possible to spend $39,700. Because of this I would suggest we limit the number of participants this year to 400 (or less depending on space available) and consider another seminar at a future time if we ,~ cannot accommodate all interested residents. Council Report: 95-12 Page 4 Other items to note are: 1) the number of mower rebates budgeted e for was reduced to 50. This was done because at the 1994 seminar only five participants requested a rebate. Whi Ie we agaln have the potential of spending more dollars in this area it would appear from last year's experience that this will not occur. 2) A different more expensive model of mower will be used for the mower use program. Last years model under the pre-payment plan cost $279 and this year it will cost $340. 0 How will this program be funded? This program could again be funded by the fund balance of the Refuse utility Fund. The Refuse utility Fund should easily be able to cover the entire cost of the program even if the city ends up purchasing some of the mulching mowers. Staff Recommendation Staff is recommending that we select the Basic level program of 15 mowers and again put on the Yard Waste Reduction Seminar for 1995. The Basic Level program is recommended due to the fact that three mowers last year were not sold to participants at the end of the program (one the city bought, the other two were sold by Hance to non- program participants) . Also many participants at the seminar who's names were drawn for the mower use program, did not desire to participate. Staff is recommending that we again offer the $20 mower . rebate, and the free month of refuse service. staff would also recommend that Council consider purchasing additional door prizes in an attempt to duplicate last years program as much as possible. . . 2. PROGRAM PLANNING GUIDE A_ Overview How ESP Came About The Taro Environmental Solutions Program (ESP) was developed to help reduce the amount of yard waste sent to our increasingly crowded landfills. Formerly known as the Total Lawn Care Program (TLC), the ESP program encourages homeowners to leave grass clippings and leaves on their lawns instead of bagging them. Towards this end, homeowners must first be made aware that shrinking landfill space is a problem. Once they are aware of the problem, steps can be taken to convince them to act. Through effective education and communication it is possible to change habits. But education is only the beginning. For people to change their habits, there must be benefits, either real or perceived, for them to do so. It is critical to "sell" homeowners on the benefits of reducing yard waste, while showing them . how to reduce such waste. This is where the Environmental Solutions Program comes in. The ESP program clearly outlines how using recycling/mulching technology can benefit individual homeowners and the environment itself. Some of the homeowner benefits of recycling/mulching versus bagging include: Healthier Lawn: clippings serve as fertilizer and help reduce moisture loss Time Savings: homeowner does not have to stop to empty mower bag and does not need to fertilize as often Cost Savings: homeowner saves on both disposal and fertilizer costs. How it Works The Taro company, in essence, forms a partnership with municipalities. The company offers its Super Recyclec@ mowers and time-saving Mow & Feed", fertilizer spreaders (optional) to communities at substantially reduced costs. . The company provides its all-natural NurtureTW fertilizer free to participating . communities. Meanwhile, the community, with the help of Taro, educates its citizens on the benefits of recycling versus bagging yard waste. The community selects interested residents to serve as demonstrators. These demonstrators (participants) are given the free use of a mower and optional fertilizer spreader for an entire mowing season. Participants agree to use the Taro mower for all lawn mowing activities, and agree to follow mowing practices outlined by Taro. Participants support the program via the placement of yard signs designating them as program participants. They also support the program by discussing it with people (e.g., neighbors, media representatives, etc.) that may inquire about it. At the end of the program, participants have the choice of either purchasing the mower/spreader combinations at a substantially reduced price, or simply returning them to the community. The community, with Toro's help, publicizes the program to make others aware of it and to encourage independent yard waste recycling efforts. . The effectiveness of specific community programs is measured via the use of research questionnaires, which are sent out to participants approximately half- way through the program and again at the conclusion of the program. . e 2. PROGRAM PLANNING GUIDE B. Steps This section lays out the steps involved in putting together an ESP program in your area. Following these steps should aid program set up, and should insure program success. I. Planning Participation Level Options Mower Purchase Options Advertising & Publicity II. Put Advertising and Publicity Plans into Action III. Participant Recruitment, Screening and Selection . IV. Mower Distribution Community Kick-Off Event Alternative Distribution Methods V. ESP Program "In the Field" VI. Mower Return and Purchase VII. Measurement and Review . -- ... ---.---- . I. Planning Before signing up your first participant, take time to assemble a plan for the program in your community. This plan is developed with input from multiple sources, including Toro representatives, community ESP management staff, and other community stakeholders. Proper planning up-front can reduce the likelihood of problems arising later on. A few key decisions must also be made. Participation Level Options After reviewing the program participation options, you must decide at which level you would like to participate (please see section 2C for details). There are three (3) participation levels: 1. Basic Level 2. Enhanced Level '"' Premium Level. ~. The participation level options outlined in section 2C are used because research has shown that they work for most communities. Chances are that one of these . options is right for your community as well. If you believe that these options will not adequately meet the needs of your community, we will work with you to design an option that will. Mower Purchase Options Participating communities select one of the following options with regard to the Super Recyc1er@ mowers: OPTION 1 - Community purchases the mowers directly from the regional Taro distributor at a price of $340 each. Under this option, the community takes possession of and actually owns the mowers. The community decides what to do with the mowers at the end of the program. OPTION 2 - Taro provides the desired number of mowers to the community up- front. The community encourages participants to purchase the mowers at the conclusion of the program at a cost of $360 each. At the end of the program, the community agrees to purchase each unsold mower for $360. Taro is pleased to offer its time-saving Mow & FeedT~ fertilizer spreaders as . part of the program this year. These innovative units are offered at a special - - -----. ----.------..,.-... . price of $26 each. One Mow & FeedT~ unit may be ordered at this price for each mower purchased. The spreader/mower combination makes an attractive lawn-care "solutions" package for participants to purchase at the end of the program. As a bonus, each participating community will receive two FREE bags of all- natural Nurture™ fertilizer for each program participant. Advertising & Publicity Once the above options are decided upon, advertising and publicity planning must begin. The community must decide how best to get the word out about the program. The program can be advertised in various ways and through various media. For example, program flyers or advertisements can be placed in community newspapers. Flyers can be distributed at local community centers or government centers. Communities can work with local radio stations to advertise and promote the program. . Unlike the role of advertising, the role of public relations is on-going. Indeed, it is important that publicity be obtained throughout the program. The local media can be a valuable tool for getting the initial message out, for instructing homeowner participants on where/how to sign up, and for covering the program as it progresses. Taro's public relations agency, the Axiom Group, can provide guidance on how to approach the media in your area. Axiom's telephone number can be found in section six (6) of this guide. For best results. a variety of both advertising and public relations efforts should be used. II. Put Advertising and Publicity Plans into Action This step involves implementing the advertising and media plans previously discussed. It involves designing and placing program advertisements in the selected media, contacting media representatives about the program and its benefits, etc. . The support materials supplied as part of this guide, particularly the videos, can be used to attract media interest in the program. If a program kick-off meeting --- ---- - -------- . is to be used (see section V), encourage the local media to start "hyping" this event immediately. Also, send out kick-off invitations to local community officials. Having local officials in attendance at the kick-off will entice the local media to cover the event. Appropriate administrative follow-un in the areas of advertising and Dublicit\' is vital for program success! III. Participant Recruitment~ Screening and Selection Participant recruitment, screening and selection processes are closely linked to one another, and to advertising and public relations efforts. For example, recruitment methods are often dictated by the advertising messages used, advertising mediums chosen, and advertising schedules selected. Similarly, prospect screening and selection are largely dictated by how possible participants are recruited. A few different recruitment and selection scenarios are provided: . Place advertisements in local newspapers describing the program and e asking for volunteers. In each ad, include a form to be filled out that asks for the prospect's name, address and phone number. Forms are mailed to the municipality office, where a drawing is conducted to determine the program "winners'. (by geography). . Organize a community event that introduces the ESP program, while educating attendees on the benefits of yard waste recycling and the landfill crisis itself. Advertise and publicize through various media. Select participants via a random drawing among attendees (see section V - Community Kick-Off Event). . Encourage interested parties to fill out entry forms at participating Toro dealerships. Participants are chosen from submitted entries (by geography). . Place advertisements/inserts in local newspapers that encourage interested participants to call city hall. Participants are selected on a first-come first-served basis (by geography). . . NOTE: When selectinf? particivants, try to select homeowners that are geographicallv dispersed within the communit\', Doing so will help get the message out to peoDle throughout the communitv. It will also make it easier for inquiring residents and media representatives to locate varticivating homeowners. Screening In order for the program to achieve its goals, all participants must meet certain requirements: ./ Participants must own or rent residential property with a lawn having frontage on a public street ./ Participants must agree to use the mower for 100% of their mowing activities ./ Participants must attend an orientation meeting prior to receiving their Taro Super Recycler(e) mower and Mow & FeedT~ fertilizer spreader ./ Participants must follow mowing techniques outlined by Toro, including safe mowing procedures, mowing frequency, etc, Should questions arise about the equipment during the program, participants must contact the . sponsoring Taro dealer ./ Participants must agree to place a program yard sign in a highly visible location on their lawn ./ Participants must maintain the appearance of their yard ./ Participants must be willing to discuss the program with people that may inquire about it (e.g., neighbors, media representatives, etc.) ./ Participants must allow their property to be publicized and photographed. IV. Mower Distribution Community Kick-Off Event The program kick-off is a community event designed to raise public awareness of the landfill crisis and to educate attendees on the benefits of yard waste recycling. The kick-off serves as a great vehicle in which to select program participants and is a great time to distribute the mowers and fertilizer spreaders to the chosen participants. If these products are distributed at this event, make sure that a Taro representative is present to demonstrate proper operation and safety procedures of the Super Recycler@. mower and Mow & FeedT~ fertilizer spreader. . . To help improve overall attendance at this event and to generate excitement among attendees, the appropriate Toro door prizes can be given away (see section 2C for details). Other suggested activities at this time include holding composting seminars and providing community updates on regulations that affect yard waste disposal. Representatives from local waste hauling firms could be invited to explain their side of the landfill dilemma. As mentioned, try to insure that the city/county is represented by as many local officials as possible (e.g., mayor, county commissioners, public works officials, other key representatives or overseers of the program). The most successful programs are those that involve the proper mix of people - citizens, public officials, and media representatives. The video entitled "Environmental Awareness - Hopkins" and the slides in the back of this guide should be used as part of a presentation at the kick-off event. These materials are effective in educating attendees on yard waste issues and in letting them know how the ESP program works. . Alternative Distribution Methods If you choose not to distribute the mowers and fertilizer spreaders at a kick-off event, notify the participants of a time, date and location for the transfer of these units. For example, participants could pick up their units at city hall, the local community center, or from a sponsoring Taro dealership. Regardless of how/where the mowers and fertilizer spreaders are distributed, a Taro representative must be available to give complete operating and safety instructions to each homeowner participant. Regardless of the distribution method, the community must keep accurate mower distribution records. Document the mower serial number along with the name, address and telephone number of each participant. Accurate record keeping up-front should make the purchase or return of the mowers go smoothly at the conclusion of the program. V. ESP Program "In the Field" . As this heading indicates, this is the step where the ESP program is 'tin action." The selected participants are using their mowers and fertilizer spreaders, are . displaying their yard signs as instructed, and are discussing the program and the benefits of yard waste recycling with others. During this phase, it is important to monitor how participants are supporting the program, and to find out if they are having any problems. In order to do this, you must be in contact with the participants. Research has shown that the most successful ESP programs are those in which municipal program coordinators are in regular contact with participants. There are many ways to keep in direct contact with participants: . Visit participants at their homes . Develop a participant newsletter with program updates, ideas, and stories . Call participants periodically to find out how things are going . Provide a telephone number for participants to call if they have problems. Individual participants can also be kept abreast of the overall program via on- going publicity of the program. Of course, publicity serves to get the message out to non-participants as well. This is important! For the overall program to be successfuL publicitv must be on-QoinQ. Some special publicity ideas follow: . . Work with local community newspapers to develop a weekly/monthly column that provides updates on the ESP program . Print up flyers (on recycled/recyclable paper) telling people how to recycle yard waste and to watch for ESP yard signs. Encourage local recycling haulers to distribute flyers during their rounds. Post flyers in local community centers, on community bulletin boards, at municipal recycling and composting sites, etc. Insert flyers in community newspapers . Select one to three program participants that are well-versed in the program, are knowledgeable about yard waste recycling, and are good communicators. These people can serve as "expert" contacts for the media and may be willing to participate at community recycling seminars. To insure orogram success. monitor the efforts of particioants on a regular basis and continue to publicize the orogram!!! . . . . VI. Mower Return and Purchase As mentioned earlier, at the end of the program, participants have a choice between purchasing the mower and fertilizer spreader from the community or simply returning the mower and spreader to the community. At least two weeks before the scheduled program conclusion date, contact each participant to find out whether he/she wishes to purchase or return his/her mower. If the participant wishes to purchase the mower, be sure to conclude the purchase transaction before the designated mower return date. VII. Measurement and Review In an effort to continuously improve the Environmental Solutions Program, the Toro Company will measure the satisfaction level of program participants. Taro is most interested in the following: Participant satisfaction with the program . Did the program meet expectations? . Would they recommend the program to others? . . How satisfied were they with the quality/performance of the Toro products used? . How well was the program managed? The influence the ESP program has had on how participants handle yard waste and lawn fertilizing . Are participants handling clippings differently? . Are participants fertilizing more or less often than before? Ideas on how to improve the ESP program . What can be done to improve the ESP at the municipal level? At the corporate level? . What should be expanded in the future? What should be eliminated? Mail and/or telephone surveys will be conducted approximately mid-way through the program, and again at the conclusion of the program. Taro will tabulate survey data, then send the findings to you (upon request). Section . three (3) of this guide includes a questionnaire that will give you an idea of the types of questions to be asked; the actual questionnaires used may differ. -----. -------. - ---- ... . < . In addition to this Toro-sponsored research, we encourage you to conduct your own research during the program. Such research can be quite informal. 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