Planet Ark coordinated a promotion of printer cartridge recycling through the ‘Cartridges 4 Planet Ark’ (C4PA) program, along with other cross-promotional campaigns such as National Recycling Week and the 12 Do’s of Christmas during 2014. Cartridges featured as part of the Seven Secrets of Successful Recycling in a research report released by Planet Ark and promoted in mainstream and social media. In addition, seven-time women’s world surfing champion Layne Beachley was again secured to be the program’s ambassador, appearing in a new television and radio Community Service Announcement, and in online and retail store promotions.

Media

The combined media and Community Service Announcement value was $439,942

The ‘Cartridges 4 Planet Ark’ 2014 media campaign was focused on the exciting new product developed by Close the Loop and Downer called Tonerpave™, which recycled residual toner into road surfaces. The story captured considerable media attention, particularly on radio.

Outreach included print, radio and television outlets, where possible tailored for those areas in which TonerPave was being utilised (with prior agreement from Close the Loop and EDI). Elsewhere we provided specific cartridge returns information for postcodes in those outlets’ distribution areas. C4PA was also promoted during National Recycling Week and the RecyclingNearYou initiative, The 12 Do’s of Christmas. The results were:

• 64 Newspaper items

• 5 Magazine items

• 71 Radio items

• 46 Online items

ANNUAL RESULTS SUMMARY 20141 January to 31 December

The 186 items reached a total audience of 9,273,854 and had a media value of $95,018 (not including value of online clips).

The new television and radio Community Service Announcements featuring our ambassador, Layne Beachley, were broadcast nationwide across a wide variety of stations and valued at $344,924:

• 916 plays of the TV CSA valued at $180,224

• 549 plays of the Radio CSA (predominantly in Sydney and regional areas) valued at $164,700.

Some of the stations that ran the 71 radio items about C4PA.

From Daily Mercury, QLD 15th May 2014.

From Facility Management magazine, 1st Jan 2014.

TV and radio Community Service Announcement plays were valued at $344,924.

Participating Brands – Taking responsibility for our cartridges

‘Cartridges 4 Planet Ark’ Campaign Results Summary2

Social Media

Facebook post reach increased 180% compared to 2013

Planet Ark’s social media channels promoted the campaign:

• 26,435 users were reached via Facebook posts about C4PA (an increase of 180% from 9,429 in 2013) including 9 new sharable graphics

• 30 tweets were posted and there were 41 retweets/favourites

• 2 Instragram posts received 12 Likes (Planet Ark’s Instagram account commenced in September 2014)

Twitter was used to promote C4PA throughout the year.

Social media graphics were developed for the April-May promotional period and National Recycling Week via Facebook and Instagram.

Electronic Promotion

Planet Ark’s websites were used to promote the campaign with 19 News articles which resulted in 120,522 views.

The ‘Cartridges 4 Planet Ark’ website was updated with new rotating banners on the front page providing the opportunity to highlight various aspects of the program such as the schools competition and launch of TonerPave, and successes at different times of the year. Every page of the website includes the Participating Manufacturer’s logos and links to their specific partner page.

Cross-promotions across Planet Ark’s other websites and campaigns occurred via RecyclingWeek.PlanetArk.org, where C4PA was featured as a key part of the Seven Secrets of Successful Recyclers theme for National Recycling Week 2014. For the Schools Recycle Right Challenge (an initiative of National Recycling Week), we worked with our partner, Cool Australia, to develop online school maths lessons using C4PA data. Results include:

• 84,001 downloads - Online resources such as posters, factsheets, how-to guides and more, were branded with the C4PA logo

The C4PA program featured in two of the Seven Secrets of Successful Recyclers for National Recycling week

‘Cartridges 4 Planet Ark’ Campaign Results Summary3

• 4,018 views – National Recycling Week website C4PA partner page

• 3,045 views - NRW Seven Secrets of Successful Recycling pages featuring C4PA

• 184 downloads – NRW C4PA school maths lessons

• 3,729 participants – NRW Recycle Right Quiz (containing a question on C4PA)

Promotional tiles and banners were placed on the RecyclingNearYou.com.au and BusinessRecycling.com.au websites. The 12Dos.PlanetArk.org website again mentioned cartridges as part of the ‘Do # 8 Electrify Recycling’ webpage which had 2,187 views.

The Newsletter of the C4PA program, Divert, was issued 4 times throughout the year (February, April, August and November) and sent to 24,000+ workplaces on each occasion.

Year 7 and 8 math lessons were developed using C4PA data for the Schools Recycle Right Challenge and had 184 downloads

The 12 Do’s of Christmas page featuring C4PA received 2,187 views.

Two of the Seven Secrets of Successful Recyclers featured C4PA which had 3,045 views during the National Recycling Week campaign.

The C4PA e-newsletter Divert is sent to over 24,000 workplaces.

‘Cartridges 4 Planet Ark’ Campaign Results Summary4

There were three other Planet Ark e-newsletters with related links or articles about the C4PA program sent to 20,400 recipients including:

• 9,000+ recipients of Planet Ark News

• 1,400+ sustainability managers and green team members subscribed to GreenWorks

• 10,000 school addresses subscribed to GreenSchools

There were direct email communications specifically about C4PA to:

• All 560 local councils including mayors and sustainability coordinators

• All Members of Parliament

A schools competition to guess the number of toner cartridges it takes to make one kilometre of TonerPave road was promoted through all media channels and received 106 entries. There were 83 new schools that registered for a collection box during the competition period.

Information Services

Visits to the ‘Cartridges 4 Planet Ark’ website increased by 33% on 2013 figures

Planet Ark’s online and Hotline information services supported the campaign:

• 174,243 visits – C4PA campaign website – (up 33% from 131,480 in 2013)

• 95,430 visits – RecyclingNearYou cartridges page (up from 84,586 in 2013)

• 2,257 visits – BusinessRecycling cartridges page

• 1,769 views – RecyclingNearYou C4PA partner page

• 725 Recycling Hotline* enquiries (calls and emails) about Cartridges (down from 883 in 2013)

* RecyclingNearYou and BusinessRecycling Hotlines

An email specifically about C4PA was sent to all mayors in Australia during the promotional period.

The C4PA website had 174,243 visits in 2014 (33% more than 2013).

Planet Ark’s RecyclingNearYou and BusinessRecycling website pages for cartridge recycling

‘Cartridges 4 Planet Ark’ Campaign Results Summary5

Participating Brands – Taking responsibility for our cartridges

National Recycling Week‘Cartridges 4 Planet Ark’ was an Associate Sponsor for National Recycling Week 2014 (10th - 16th November). The theme for the week was based on a report which Planet Ark put together titled Seven Secrets of Successful Recyclers. Printer cartridges featured in two chapters of the report as part of the #5 Secret, Take It To Work (for workplace cartridge recycling) and #6 Secret, Think Outside The Bin, for options for materials that cannot go in your kerbside recycling. The C4PA chapters were summarised into webpages on the Recycling Week website. The page contained links to the C4PA website and how to ‘Get In On The Secret’ and recycle cartridges. Each of the ‘Seven Secrets’ received a day of Tweets and Facebook posting (Planet Ark and I Heart Recycling) during National Recycling Week.

C4PA was also recognised as an Associate Sponsor of National Recycling Week in the TV Community Service Announcement which received 34 plays worth $33,120.

C4PA campaign website visits over the past three years

Number of searches for printer cartridge recycling on RecyclingNearYou

Impact on Cartridge ReturnsIn 2014, there were 3,334,136 cartridges returned through the program (an increase of 4% on 2013), C4PA’s biggest year yet

The National Recycling Week TV Community Service Announcement received 34 plays worth $33,120.