06 - Costs to Promote CMSD's Organics Recycling Program
Protecting our community's health and the environment by providing solid waste and sewer collection services.
www.cmsdca.gov
Costa Mesa Sanitary District
….an Independent Special District
Memorandum
To: Board of Directors
Via: Scott Carroll, General Manager
From: Elizabeth Pham, Management Assistant
Date: August 18, 2014
Subject: Costs to Promote CMSD’s Organics Recycling Program
Summary
On Thursday, February 27, 2014, the Board of Directors approved the implementation
of the Organics Recycling Program. The program is expected to begin mid-January of 2015. Costa Mesa Sanitary District residents will receive one additional organics cart
(64 gallon). The materials from the organics cart will be transported to an Anaerobic
Digestion Facility where it will convert all of the organics (yard & food waste) into
fertilizer and renewable natural gas to fuel the refuse trucks. This staff report
discusses the various methods to promote the program.
Staff Recommendation Staff recommends that the Board of Directors receive and file this report.
Analysis
Staff will promote the program through the following methods:
• Newspapers: Daily Pilot and Orange County Register
• One Person’s Trash Newsletter
• District Website
• District Facebook page
• Mesa Water Bill Inserts
• Robo calls
• KOCI 101.5 FM Radio
• Promotional Video
Board of Directors August 18, 2014
Page 2 of 3
The advertisements are expected to run during late November 2014 through January
2015.
Strategic Plan Element & Goal
This item complies with the objective and strategy of Strategic Element 2.0, Solid
Waste, which states:
“Objective: Our objective is to manage the collection and recycling of residential trash
in the most economical and environmentally friendly way.”
“Strategy: We will do this by looking for ways to improve efficiencies, achieve high
customer satisfaction, and considering prudent new recycling methods.”
Legal Review
Not applicable at this time.
Environmental Review
The Board of Directors previously found the proposed modifications to the trash collection program for organics recycling are not subject to the California
Environmental Quality Act (CEQA) pursuant to Sections 15060(c)(2) (“the activity will
not result in a direct or reasonably foreseeable indirect physical change in the
environment”) and 15060(c)(3) (“the activity is not a project as defined in Section
15378”) of the CEQA Guidelines, California Code of Regulations, because it has no potential for a change in the environment. Additionally, because the processing of
organics will act to protect the environment, a Notice of Exemption was filed under
CEQA Guideline 15038.
Financial Review
The cost for each advertising method is as follows:
• Newspapers: o Daily Pilot: 10” wide x 10.25” tall at $461.23
o Orange County Register: 1/8 page, 5.14" wide x 5.25" tall at
$780.00/daily or $890.00/Sunday.
• One Person’s Trash Newsletter: No additional cost
• District Website: No cost
• District Facebook page: No cost
• Mesa Water Bill Inserts: $.055 per invoice x 22,000=$1,210
• Robo calls: $.2 cents per 30 seconds, per phone number. In the past, the
District has paid $800.00-$900.00 per call to advertise the organics recycling
town hall meetings.
• KOCI 101.5 FM Radio – No cost
• Promotional video - $5,000
The total cost to promote the program would approximately be $8,500. The cost does
not include multiple runs of the advertisement.
Board of Directors August 18, 2014
Page 3 of 3
The District’s budget for outreach is $41,800 and currently this account has a balance
of $29,498.72. Sufficient funds are available; however, if the Board decides to have
multiple runs of advertisement additional appropriation in the budget may be needed.
Public Notice Process
Copies of this report are on file and will be included with the complete agenda packet
for the August 18, 2014, Study Session at District Headquarters and posted on the District’s website.