13 - A - CMSD Branding 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 T o: Operations Committee From: Scott Carroll , General Manager Date: October 16 , 2012 Subject: CMSD Branding Summary On September 20, 2012 , the Board of Directors directed the District’s Branding Committee to meet and make recommendations to the Board regarding the promotional signage to be placed on CR&R refuse trucks. On October 9 th , the Branding Committee, which consists of Director Fitz patrick, Director Scheafer and the general manager, met to discuss the signage and CMSD branding. Staff Recommendation That the Operations Committee recommends the following to the Board of Directors: 1. Request that CR&R Environmental Services create and p lace message panels on both sides of residential refuse trucks and without CR&R brand. The message panel will look like the panel illustrated in Attachment A, but without the CR&R brand. 2. The message below the panel will be for Christmas Tree Recycling tha t will be displayed in December and January followed by large item collections after the Christmas Tree Recycling Program has ended. 3. Appropriate $15,000 from the Solid Waste Fund Balance and direct the general manager to solicit RFPs from qualified brandin g consultants. 4. Direct the Branding Committee to work with the branding consultant and CR&R to formulate a Branding Plan and then report back to the Board with said plan for implementation.
Operations Committee October 16 , 201 2 Page 2 of 3 Analysis Section 12 of the franchise agreement with CR&R Envi ronmental Services states that new signage on CR&R trucks shall be purchased every two (2) years if requested by the District. In addition, CR&R must rotate the signage at least once per quarter to promote the appropriate recycling programs (e.g. Christma s t ree recycling collection with dates), special programs (e.g. HHW collection event, date and location) or as the District may request. For the last several months the District and CR&R have been working together to find t he right signage and message to be on displayed to the community. On September 20, 2012, the Board of Directors directed the District’s Branding Committee to report back to the Board with recommendations. On October 9 th , the Branding met to discuss the signage. The committee believes there is an urgency to get started with the signage right away and therefore the committee is recommending that the sign like the one illustrated in Attachment A should be created and placed on both sides of CR&R residential refuse trucks, but without the CR&R brand near the sign. The committee is suggesting CR&R brand be placed on the doors and/or on the back tail gate of the truck, but not near the District’s sign as it may confuse the message the District is trying to communicate to the community. Bel ow the sign will be a replaceable message panel for Christmas tree recycling and then for large item collections after the Christmas tree recycling collection program has ended. In addition, the Branding Committee is recommending the hiring of a branding consultant that can assist the District in developing a district -wide message to the community and then help create a plan for disseminating that message. The Branding Committee will work closely with the consultant and CR&R on developing such a plan and then the plan will be sent to the Board for approval consideration. Strategic Plan Element & Goal This item complies with the objective and strategy of Strategic Element 4.0, Public Relations and Strategic Goal No. 4.4, District Branding. Legal Review Not applicable Financial Review Hiring a Branding Consultant is not in the budget. Staff is recommending appropriating $15,000 from the Solid Waste Fund Balance to pay for this expense.
Operations Committee October 16 , 201 2 Page 3 of 3 Public Notice Process Copies of this report are on file and w ill be included with the entire agenda packet for the October 16 , 2012 Operations Committee meeting at District Headquarters and on District’s website. Alternative Actions 1. Do not approve the Branding Committee recommendations and d irect staff for more in formation. Reviewed by: Teresa Gonzalez Accounting Manager Attachment A: Panel Rendering