stop junk mail 2007 bayroc regional campaign · 2018. 1. 25. · includes a quick, 3-step approach,...
TRANSCRIPT
Stop Junk Mail
2007 BayROC Regional Campaign
January 21 through March 4, 2007
Final Report & Campaign Recap
Presented by
19 page document – Please review before printing
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Stop Junk Mail Campaign January 21 through March 4, 2007
REPORT
BACKGROUND
The 2007 Stop Junk Mail campaign was a cooperative effort between cities, counties and a local hauler. The six week radio campaign
generated more than 8.5 million gross impressions1, and resulted in 1,292 calls to the hotline and 320,961 hits to the StopJunkMail.org
web site.
This is the Bay Area Recycling Outreach Coalition‟s (BayROC) 12 year of Bay Area regional campaigns. BayROC is comprised of
staff representing 110 Bay Area cities, counties and other public agencies working together on waste reduction, reuse and recycling.
Through regional media campaigns BayROC promotes personal action and behavior change. For more information about BayROC and
its members, refer to Addendum 1.
BayROC for year 2007 chose a waste reduction media campaign focusing on the reduction of unsolicited mail, also known as junk mail.
The following priorities were used in making the decision to focus on junk mail.
The overwhelming success of the 2005& 2006 Stop Junk Mail Campaign.
State policy requires cities and counties to reduce waste by 50% and maintain that level.
The adopted state waste management hierarchy places a priority on waste reduction.
More that 4 million tons of junk mail is produced annually in the US, nearly 42 million pieces.
$320 million dollars of taxpayers‟ money is spent to dispose of junk mail in the US annually.
1 Gross Impressions equals the number of people who hear the commercial (Reach) multiplied by the number of time those same people
hear the radio commercial (Frequency).
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THE STOP JUNK MAIL CAMPAIGN The Stop Junk Mail Campaign offers residents and businesses simple tips and solutions to reducing unsolicited mail. A “Stop Junk Mail
Kit” provides contact numbers and pre-addressed postcards to organizations that deal with mailing lists, so persons desiring less mail
can request to be removed from the junk mail lists. The 2007 BayROC Stop Junk Mail Campaign consisted of three radio spots (60-,
30- and 15- seconds), a print ad (8 sizes), a brochure, a website, and articles for publication.
Radio Buy
The six-week campaign ran January 21 through March 4, 2007. The radio commercial stated environmental problems and the personal
inconvenience that comes with reciving too much unsolicited mail. It then offered a simple way for listeners to take action to reduce the
amount of junk mail they receive. BayROC employed a media buyer to get the best value media buy possible for the campaign. Sherry
Jacobs Media solicited bids from Bay Area radio stations and put together a comprehensive buy that included a schedule with bonus
spots (commercials run free of charge) and public service announcements. Over the six-week campaign, there were a total of 1,129 paid
spots and 294 free/public service announcements all generating 8.5 million gross impressions with adults 35-54. For the media
summary, refer to Addendum 2A & 2B. For radio station and promotional information, refer to Addendum 3.
Press
A press release was distributed to all the major media outlets in the San Francisco Bay Area by the Department of the Environment City
and County of San Francisco. To view the press release visit www.bayarearecycling.org then go to “2007 Stop Junk Mail Campaign”
then go to “Creative Materials” then go to “Press Release”. The press release was made available to all Bay Area Cities & Counties.
New Coverage
The coverage included Channel 7 ABC Evening News and several Bay Area Newspapers
EPA 2007 Environmental Award
BayROC‟s Stop Junk Mail campaign won the prestigious Environmental Protection Agency‟s
(EPA) 2007 Environmental Award for Outstanding Achievement. BayROC was the only
outreach campaign to receive an award in the Western States.
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THE RESULTS BayROC used two key strategies in assisting the public to take action to stop junk mail. The website (www.StopJunkMail.org), which
includes a quick, 3-step approach, to getting addresses off mailing lists. BayROC also developed a printed Stop Junk Mail Kit (a 3-fold
brochure), which expands to a 6-step approach. By using a Stop Junk Mail Kit, residents can reduce the amount of junk mail from
finding its way to their mailbox. This Kit provides addresses and phone numbers of organizations that remove or block names on
mailing lists. The Kit also provides other important information on how to reduce junk mail, including contacting service providers
such as banks, insurance or wireless companies and asking them to stop sending promotional mail.
Hotline Calls and Radio Dollars
The volume of calls roughly mirrors the amount of money spent on media except for the second week. The second week shows the
carryover from week one. This carry over response is typical in advertising. On average a person needs to see or hear a message three
times before they will respond.
First 6 weeks w/radio 1/21/2007 1/28/2007 2/4/2007 2/11/2007 2/18/2007 2/25/2007 Total 6 weeks
Hotline Calls 254 381 199 135 136 187 1,292
Radio $$$ (00) $283 $282 $103 $113 $121 $98 $999
Hotline Calls & Radio Dollars
The Hotline operators reported that the callers were extremely thankful for help with reducing their junk mail. Many told the operators
their personal stories of how they hate getting a mailbox stuffed with offers and catalogs they don‟t want
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Website
The hits on the StopJunkMail.org website are even more impressive. During the six week campaign the website received 320,961 hits,
an average of 7,642 hits per day. The public was able to download the Stop Junk Mail Kit from the website and email the hotline staff
with any questions.
This year the website received many questions related to a “Do Not Mail List”. Emails asked if a „Do Not Mail List” is available.
Although California is currently not working on legislation requiring a “Do Not Mail Lists” other states are. If California starts working
on this type of legislation by the time the 2008 Stop Junk Mail campaign airs, we should incorporate it in the campaign.
Except from the “Do Not Mail List” Stop Junk Mail emails consisted mostly of public appreciation. The subject line on the emails
read: “Thank You” or “THANK YOU!” or “THANK YOU, THANK YOU, THANK YOU!!!!!!!!!!!”
Website Hits and Radio Dollars
The number of StopJunkmail.Org hits roughly mirrors the amount of money spent on media.
First 6 weeks w/radio 1/21/2007 1/28/2007 2/4/2007 2/11/2007 2/18/2007 2/25/2007 Total 6 weeks
Web Site Requests 70,167 77,097 46,030 46,165 39,675 41,827 320,961
Radio $$$ (000) $28,333 $28,239 $10,290 $11,277 $12,057 $9,751 $99,947
Website Hits and Radio Dollars
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.
Airing the Campaign 2, 4 or 6 Weeks
Once again this year, the public showed their strong desire to Stop Junk Mail. Due to the overwhelming “Hotline” response to the 2005
and 2006 campaigns, a decision was made once again to extend the media buy an additional two weeks while still staying with the same
media budget of roughly $100,000. In 2005 the budget was spread over two weeks, in 2006 the budget was spread over four weeks and
in 2007 the budget was spread over six weeks.
By running the campaign over a longer period of time the total number of calls received during the media buy increased and the hotline
operators were better able to handle the volume of calls.
Based on these findings the BayROC Working Group recommends that future Stop Junk mail
campaigns with a budget of roughly $100,000 be spread over a six week period.
Print Ads
The campaign consisted of one print ad (available in 4 sizes each in either four color or black &
white) that cities and counties could place in their local newspapers, chamber publications, bill
inserts and newsletters.
How Individual Cities & Counties Participated
All the BayROC materials (Stop Junk Mail Kit, website, radio commercial, print ads, website
banner, press release and articles for further promotion of the campaign) were made available to
all jurisdictions within the nine counties in the Bay Area through an email notification. Many
cities and counties assisted by placing print ads or articles in local papers or links on their
website. For more information about the BayROC website, refer to Addendum 4.
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MEDIA & OUTREACH JURISDICTION PARTICIPATION
All public relations materials were posted to the www.BayAreaRecycling.org web site, and jurisdictions were notified via email
regarding the StopJunkMail.org web site and the information available there. These materials include articles for publication, print
advertisements and a press release.
Print ads entitled “It‟s Good to Recycle Your Junk Mail….But Even Better to Stop Getting It!” were posted on the web site in various
sizes, and several jurisdictions placed ads in their local papers. In addition, residential and business articles were available to download.
ALAMEDA COUNTY
StopWaste.Org
StopWaste.Org hosts the BayROC web site, and sponsored the redesign of www.BayAreaRecycling.org.
StopWaste.Org hosts the StopJunkMail.org website, and sponsors the maintenance.
The StopWaste.Org recycling hotline was the main phone number for the campaign.
StopWaste.Org was responsible for collecting contributions and paying media.
Placed link on their website to the StopJunkMail.org website.
Facilitated the printing of 6 versions of the Stop Junk Mail Kits.
Mailed Stop Junk Mail Kits.
Castro Valley Sanitary District
Placed article in Winter/Spring 2007 issue of Pipeline.
Placed link on home page http://www.cvsan.org/.
Distributed kits to new residents for the months of January & February via WMAC.
Has been distributing kits for more than two years at the front desk.
City of Union City
A Stop Junk Mail announcement was featured prominently on the City of Union City website.
Oro Loma Sanitary District
Two articles in Oro Loma Sanitary District Newsletter
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City of Hayward
Placed information on the Stop Junk Mail kits in bill inserts that went to approximately 30,000 customers.
Distributed Stop Junk Mail kits.
City of San Leandro
Facilitated placement of article in San Leandro Times
CONTRA COSTA COUNTY
Contra Costa County
In Unincorporated Contra Costa County a Stop Junk Mail message was placed in the utility billings.
Posters were displayed in the community not covered by the utility bills.
Placed ad on public access station Channel 27.
Placed article in Pleasant Hill Outlook.
City of Antioch
Placed link from their website to the StopJunkMail.org website.
Stop Junk Mail display in lobby of City Hall during January & February, 2006
Distributed about 150 junk mail kits.
City of Clayton
Contacted Contra Costa Times reporter that resulted in a front page story.
City of El Cerrito
Placed article in El Cerrito Journal.
Placed summary of campaign in the El Cerrito City Council‟s weekly updates.
El Cerrito Recycling Center has been distributing Stop Junk Mail kits for more than a year.
City of San Ramon
Placed ad in City of San Ramon Activities guide and the City Web site. The City activities guide is mass mailed to all
residents and is available at all City Community Facilities.
Posted a flyer in library and community services information boards.
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The West Contra Costa Integrated Waste Management Authority
Ran a full page ad promoting the use of the Stop Junk Mail kits on January 15th
in the West Contra Costa Times.
MARIN COUNTY
Placed ad in the Marin Phone Book Recycling Guide.
Placed article in Waterford Reflections.
NAPA COUNTY City of Napa
Placed a Stop Junk Mail insert in their January garbage bill, reaching 25,000 homes and businesses.
SAN FRANCISCO CITY/COUNTY
Sent Press Release to all major Bay Area media.
Facilitated getting coverage on Channel 7 TV – ABC news.
Ran ad in Green Zebra.
Got email notices to the entire SF Bike Coalition.
SAN MATEO COUNTY
County of San Mateo
Answered 113 phone calls regarding the Stop Junk Mail Campaign.
Placed link on their website (www.RecycleWorks.org) to the StopJunkMail.org website.
Provided information on the “Useful Links & Phone Numbers” link on the BayROC web site, via link to their county hotline
section.
Provides free Stop Junk Mail kits to all cities and residents within the County.
Placed article in South San Francisco Scavenger newsletter.
Stop Junk Mail campaign featured at SSMC Annual Awards dinner.
Developed in collaboration with KCSM a one minute recycling tip that began to air in April.
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City of Menlo Park
Placed article on February 1st Menlo Park Almanac
City of Millbrae
Wrote their monthly Green Corner article in the Millbrae Chamber of Commerce newsletter on Junk Mail Reduction that
was distributed to 2,000 residents.
Distributed Junk Mail Reduction Kits to public locations.
City of San Bruno
Placed article in San Bruno Garbage newsletter.
Redwood City
Placed article in February 2007 issue of Redwood City E-News.
South Bay Waste Management Authority
Posted a link on the RethinkWaste.org site to the Stop Junk Mail.org site.
Placed article and link to StopJunkMail.org in Winter 2007 newsletter distributed to approximately 140,000 residences.
SANTA CLARA COUNTY
Santa Clara County
Participated in BayROC Working Group.
Distributed Stop Junk Mail Kits through the Green Business Program.
Placed article regarding the Stop Junk Mail Kits in the Santa Clara County AT&T Yellow Pages.
Participated in an interview on KBAY radio.
City of Cupertino
Placed Stop Junk Mail ad in the City of Cupertino‟s newsletter the SCENE.
Distributed kits at Cupertino‟s City Hall, library and community center.
City of Los Altos
Placed article in the Los Altos Garbage Newsletter.
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City of Morgan Hill
Placed color slide of the four-color print ad on Government Access Television, Channel 17.
Junk mail reduction information of City of Morgan Hill‟s website.
City of Palo Alto
Placed an article in the January 2007 utility bill insert that was distributed to residents.
Mailed 115 Junk Mail Kits.
City of San Jose
Placed link from their website (www.sjrecycles.org) to the StopJunkMail.org website.
Curbside Courier Newsletters were distributed to 200,000 homes in San Jose throughout March and April, 2007 with Stop
Junk Mail Kit information.
City of Sunnyvale
Placed article on the Cities Economic Development website.
Placed an article link on Solid Waste homepage.
Placed an article in the citywide newsletter the Sunnyvale Quarterly.
Placed article in the Sunnyvale Sun newsletter.
City of Milpitas
Made Stop Junk Mail Kits available at public counters.
Placed article in the City of Milpitas Newsletter.
Town of Los Gatos
Placed the Stop Junk Mail Ad in the Keep Los Gatos Beautiful flyer, which was distributed throughout the month of April.
Places a link to the Stop Junk Mail website on the Town's website.
Placed the Stop Junk Mail ad in the Los Gatos Weekly Newspaper on April 3, 2007.
Answered approximately 50 calls for Stop Junk Mail Kits.
OUT OF THE AREA
Article appeared in Corporate Knights magazine, the Canadian magazine for responsible business.
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CONTRIBUTION SUMMARY
A combined total of $127,600 was contributed for the BayROC 2007 Junk Mail Reduction Campaign. The contributions allowed
BayROC to purchase a six week media buy, hire a media buyer and a campaign coordinator. For more information on the Junk Mail
Reduction Campaign budget, refer to Addendum 4. Thank you to the following jurisdictions and businesses for their generous
contributions and dedicated participation!
ALAMEDA COUNTY
Castro Valley Sanitary District
City of Albany
City of Dublin
City of Fremont
City of Livermore
City of Newark
City of Pleasanton
City of Oakland
City of San Leandro
City of Union City
Oro Valley Sanitary District
StopWaste.Org /Alameda County on behalf their cities and
sanitary districts.
CONTRA COSTA COUNTY
City of Antioch
City of Brentwood
City of Clayton
City of Concord
City of Pittsburg
City of San Ramon
Central Contra Costa Solid Waste Authority on behalf of their
cities.
West Contra Costa Integrated Waste Management Authority on
behalf of their cities.
GARBAGE COMPANY
Allied Waste of San Mateo (formerly BFI)
MARIN COUNTY
Marin County Hazardous and Solid Waste JPA on behalf of
their cities.
NAPA COUNTY
City of Napa
SAN MATEO COUNTY
City of Millbrae
South Bayside Waste Management Authority (SBWMA) on
behalf of their cities.
San Mateo County on behalf of their cities.
SANTA CLARA COUNTY
City of Cupertino
City of Gilroy
City of Milpitas
City of Morgan Hill
City of San Jose
City of Sunnyvale
West Valley Solid Waste Authority on behalf of their cities.
County Santa Clara on behalf of their cities.
SAN FRANCISCO COUNTY
City of San Francisco
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ADDENDUM 1 – 2007 BAYROC WORKING GROUP The Bay Area Recycling Outreach Coalition (BayROC) is comprised of staff from Bay Area cities, counties and other public agencies
working together on waste reduction and buy-recycled concepts through regional media campaigns which promote personal action and
behavior change. BayROC was formed in 1995 and in the past twelve years, have conducted the Shop Smart, Buy Recycled Paper and
Stop Junk Mail Campaigns.
StopWaste.Org/Alameda County
Robin Plutchok
(510) 614-1699
StopWaste.Org/Alameda County
Hotline Staff
Celia Bacina, Gige Coba & Lori Caldwell
(510) 614-1699
StopWaste.Org/Alameda County
Web Master
Peter Tannenbaum
(510) 614-1699
Contra Costa County
Deidra Dingman
(925) 335-1224
Contra Costa County
Lorna Thomson
(925) 335-1231
Marin Hazardous
& Solid Waste Joint Powers Authority
Alexander Soulard
(415) 499-4298
Marin Hazardous
& Solid Waste Joint Powers Authority
Kemplen Robbins
(415) 499-7128
San Mateo County/RecycleWorks
Miriam Reiter
(650) 599-1405
San Mateo County/RecycleWorks
Lillian Clark
(650) 599-1447
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County of Santa Clara
Elizabeth Constantino
(408) 282-3165
County of Santa Clara
Zachary DeVine
(408) 282-3186
SF Dept. of the Environment
David Assmann
(415) 355-3702
SF Dept. of the Environment
Sherry Jacobs Media (Campaign Media Buyer)
(415) 721-0673
BayROC Campaign Coordinator Catherine Pandori
(408) 286-0506
Mark Westlund
(415) 355-3714
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ADDENDUM 2A - MEDIA SUMMARY The following information is provided by Sherry Jacobs Media and reflects the media buy which took place
from January 21 – March 4, 2007.
Total # Spots
Adult 35-54
Radio Station Format (Paid & Bonus) # Bonus Spots*
# Sponsorships Total Cost
Impressions (000)
(60/30-seconds)
(5-10 seconds)
San Francisco Bay Area KCBS-AM (:60s) News 76 0 20 $16,022.00 1,003.0
KFFG/KFOG-FM (:60s) Album Oriented Rock 52 0 8 $12,600.00 926.0
KGO-AM (:60s) News/Talk 60 0 40 $17,500.00 908.7
KISQ-FM (:30s) Jazz/Adult Contemporary 112 0 0 $9,140.00 1,275.6
KKSF-FM (:30s) Adult Contemporary 140 40 0 $6,722.00 1,404.0
KOIT-FM (:30s) Adult Contemporary 15 0 0 $1,785.00 240.3
KQED-FM (:15s) National Public Radio 50 10 0 $7,698.00 1,003.0
KQKE-FM (:30s) Liberal Talk 208 24 8 $3,400.00 526.0
San Jose KBAA/KBAY-FM (:60s) Adult Contemporary 84 28 0 $6,220.00 226.0
KEZR-FM (:60s) Hot Adult Contemporary 76 24 0 $4,900.00 195.4 KLIV-AM/KRTY-FM (:60s) News/Talk (KLIV) 160 80 0 $8,350.00 599.4
Country (KRTY) 0 0 0 incl. above incl. above
KUFX-FM (:30s) Classic Rock 68 0 0 $4,540.00 278.8
Napa KVON-AM/KVYN-FM
(:60s) News/Talk (KVON) 10 4 0 $510.00 na
Music (KVYN) 10 4 0 incl. above na
Vacaville KUIC-FM (:60s) Adult Contemporary 8 4 0 $560.00 na
GRAND TOTAL
1,129 218 76 $99,947.00 8,586.2
* Bonus Spots are commercials that the station s run free of charge.
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ADDENDUM 2B - MEDIA SUMMARY
Definition of terms from the above chart:
Sponsorships Five-10 seconds of copy surrounding News/Traffic/Weather or other programming. For most stations, the following copy was
used for sponsorships: "Brought to you by StopJunkMail.org".
PSAs (Public Service Announcements)
Copy 10-, 15- or 20-seconds in length that is scheduled to run when inventory is available on a given station. PSA copy was
supplied to each station. Since PSAs are not recorded on the radio station logs, there is no definitive schedule of exactly how many
PSAs ran. However, a significant amount of PSAs were negotiated with the radio schedule and the stations promised to run as many as
inventory allowed.
Gross Impressions The total number of unduplicated people (within the target audience of Adults 35-54) who heard BayROC's advertising
message. The recommended radio campaign generated 6.5 million Adult 35-54 gross impressions.
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ADDENDUM 3 - RADIO STATIONS & PROMOTIONS KBAA/KBAY 94.5 FM
Format: Today‟s R&B and Classic Soul
Coverage: KBAY has comprehensive coverage in the San
Francisco and Peninsula areas.
Added Value:
28 Bonus Spots
KCBS 740 AM
Format: News / Talk Radio Format
Coverage: San Francisco Bay Area
Added Value:
10 Sponsorships of the KCBS talk show “Ecotalk”
with Betsy Rosenberg.
20 Billboard Sponsorships
Cost for 2 weeks reduced by 50%
KEZR 106.5 FM
Format: Hot Adult Contemporary
Coverage: Comprehensive coverage of the South Bay
Added Value:
24 bonus spots
KFFG/KFOG 104.5/97.7 FM
Format: Album Oriented Rock
Coverage: KFOG has comprehensive Bay Area coverage from
the two signals
(104.5 & 97.7 FM).
Added Value:
8 News Sponsorships
Banner on website
KGO 810AM
Format: Talk Radio
Coverage: Extensive coverage of the entire San Francisco Bay
Area
Added Value:
40 News or Weather Sponsorships
KISQ 98.1FM
Format: Jazz/Adult Contemporary
Coverage: San Francisco Bay Area
Added Value:
Banner on website
KKSF 103.7 FM
Format: Smooth Jazz
Coverage: San Francisco Bay Area
Added Value: 40 Bonus Spots
Logo and url link on website
KQED 88.5 FM
Format: National Public Radio – News, Talk, Forums
Coverage: San Francisco Bay Area
Added Value:
15 second “Underwriting” spots (50 total)
10 Bonus Spots
KQKE 960 AM
Format: Liberal Talk Radio
Coverage: Coverage of the entire Bay Area.
Added Value:
24 Bonus Spots
Banner on website
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KOIT 96.5 FM
Format: Lite Rock
Coverage: San Francisco-based KOIT reaches north to Marin
County, east through Alameda and Contra Costa Counties and
south to Santa Clara County.
Added Value:
4 Bonus Spots
KRTY 95.3 FM / KLIV 1590 AM
Format: Country (KRTY), News (KLIV)
Coverage: Comprehensive coverage of the South Bay
Added Value:
80 Bonus Spots
KUIC 95.3 FM
Format: Adult Contemporary
Coverage: Primary coverage area is Solano County, although it
does provide some coverage into Contra Costa County, as well.
Added Value: 4 Bonus Spots
KUFX 98.5 FM
Format: Classic Rock
Coverage: Comprehensive coverage of the South Bay
Added Value:
18 Low Cost ($10) Spots
KVYN 99.3 FM (The Mix) / KVON 1440 AM
Format: KVON = News/Talk, KVYN = Adult Contemporary
Coverage: Napa
Added Value:
4 Bonus Spots (4 on each station)
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ADDENDUM 4 – BayROC WEB SITE
The BayROC web site www.BayAreaRecycling.org, which was originally designed in 2001 and updated in 2006, was developed to
provide access of information (by the public, the press, and the jurisdictions / participants). Information posted includes:
Press releases
Articles for publication
Information on how to reduce your junk mail (direct link to www.StopJunkMail.org)
Camera-ready print ads in PDF format
Print Ad Banner for website
Radio spot in MP3 format
Links to participating jurisdictions‟ web sites
Links and phone numbers to local jurisdictions, recycling hotlines and related web sites
Archive section with past campaigns and final reports
And new in 2006 is the “Shared Creative” section. This section is a place for cities and counties to place campaigns they are willing to
share with others. So now, not only can other jurisdictions find the creative materials for the BayROC campaigns, they can also find
many other campaigns ranging from recycling food waste to recycling used motor oil.
The website was updated, executed and hosted by StopWaste.Org. The web site remains active and will be updated for future BayROC
regional campaigns.
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ADDENDUM 5 - CAMPAIGN BUDGET
2007 Stop Junk Mail Campaign Budget
Revenues Total 2007 Campaign Contributions $127,600.00
Expenses Media Buy $99,947.00
BayROC Coordinator Fee $22,000.00
Media Buyer Fee $ 4,000.00
Printing of Stop Junk Mail Kits $ 1,430.00
Postage for Stop Junk Mail Kits $ 223.00
- distributed during 6 week media campaign
Total 2007 Campaign Expenses $127,600.00
In Kind All Creative Materials (Junk Mail Kit, website)
Print Advertisement
Press Relations
Hotline Staffing
Website Updates (www.BayAreaRecycling.org)
Website Updates (www.StopJunkMail.org)