SACRAMENTO: The California Department of Conservation has issued an RFP for a dollars 10 million social marketing contract designed to raise the state’s beverage container recycling rate from the current 74% to 80% by January 1, 2002.
SACRAMENTO: The California Department of Conservation has issued an
RFP for a dollars 10 million social marketing contract designed to raise
the state’s beverage container recycling rate from the current 74% to
80% by January 1, 2002.
According to Don Drysdale, an official in the department’s public
affairs office, the state is looking for anyone involved in social
marketing - be it a PR firm, integrated agency or a team composed of
representatives from other types of consultancies.
’We’re simply trying to change the behavior of consumers,’ Drysdale
’We look to the communications experts to tell us the best way to
Drysdale noted that more than 40 agencies signed up to pitch for the
business at the mandatory bidder’s conference on July 27. Among the
attendees were Deen+Black, Hill & Knowlton, Manning Selvage & Lee,
Goddard-Clausen/Porter Novelli, Rogers & Associates and
’This proposal has been characterized as a ’pure social marketing
contract,’ which means that PR traditionally gets a heavy share of those
funds,’ added Alicia Ritter of Deen+Black, which is teaming up on the
pitch with Ogilvy’s Los Angeles outpost and Glass/McClure
From the pool of written presentations returned by August 23, the
conservation department will select a number of teams to give oral
presentations during the week of September 5. The state will make its
final decision on October 1, and work on the new contract will likely
begin in November.
With the current recycling rate hovering at 74% - down from a high of
82% in 1992 - California officials have become increasingly concerned
about the rising amount of glass, cans and plastic bottles in state
The state has just 18 months to spend the federal funds, according to