SR-510-003 (18)
EPWM:EP:CP:BJJ:RB:JFC:UsedOilOutreachProgram.doc
Council Meeting: May 25, 2004 Santa Monica, California
TO: Mayor and City Council
FROM: City Staff
SUBJECT: Contract with S.Groner Associates to Provide a Marketing Program for
Used Oil and Filter Recycling
INTRODUCTION
This report recommends that the City Council authorize the City Manager to negotiate
and execute a professional services contract with S. Groner Associates (SGA) to provide
a community based social marketing public education intervention program for the used
oil and filter recycling program, focusing on Spanish speaking do-it-yourself auto
mechanics in the Pico Neighborhood community, in the amount of $151,228.00.
BACKGROUND
On July 22, 2003, Santa Monica City Council accepted used oil recycling grant funds in
the amount of $246,400 from the California Integrated Waste Management Board
(CIWMB) to develop and implement the Used Oil Survey Project. The grant is being
implemented in three phases and focuses on Spanish speaking residents of the Pico
neighborhood. The first phase of the project has been completed and involved a survey
to establish baseline information about the neighborhood and residents who change
their own oil, or do-it-yourselfers. The second phase of the project will apply the results
from the baseline survey in the development and administration of a community based
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social marketing public education program that would assist Spanish language do-it-
yourself mechanics to use environmentally preferable used-oil disposal practices. This
program is comprised of four tasks: a barrier and motivation identification evaluation, the
development and implementation of the education program plan and materials,
comprehensive program evaluation, and a report of findings. The third and final phase
of the project proposes a follow-up survey to evaluate the longer term effectiveness of
the public education intervention. In addition, the project has been designed to evaluate
the feasibility and effectiveness of this community based social marketing approach to
public outreach for possible implementation in future public outreach programs. To
avoid a conflict of interest, different consultants will be used in the survey evaluation and
public outreach phases.
DISCUSSION
On July 22, 2003, City Council authorized the City Manager to negotiate and execute a
professional services contract in the amount of $98,468 with Lodestar
Management/Research, Inc., to develop, administer, and provide analysis for both the
baseline and follow-up surveys. The first phase of the Used Oil Survey Project was
completed in February 2004. Lodestar Management/Research, Inc., coordinated with
City staff to develop English and Spanish baseline survey instruments, conduct survey
interviews, and complete a baseline report of findings.
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CONSULTANT SELECTION
In March 2004, a Request for Proposals was issued to eleven (11) qualified public
education and social marketing consulting firms for the public education phase of the
project. One proposal was received. The firm demonstrated an understanding of the
project, experience with grass roots projects in the Hispanic community and do-it-
yourself target audience, knowledge of and expertise in public education, demonstrated
ability to develop programs resulting in measurable behavior change, familiarity with
used oil and filter recycling programs, a sound approach to the goals of the project,
qualified staff, and reasonable cost of services. Based on these factors, staff
recommends that SGA be retained to implement the public education intervention
program.
BUDGET/FINANCIAL IMPACT
Funds in the amount of $151,228 for the Used Oil Survey Project have been budgeted in
the FY 2003/2004 operating budget in expenditure account 31662.556040.
RECOMMENDATION
Staff recommends that the City Council authorize the City Manager to negotiate and
execute a professional services contract with SGA to provide a public education program
for the Used Oil Survey Project in the amount of $151,228.00.
Prepared by: Craig Perkins, Director, Environmental & Public Works Management
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Brian Johnson, Manager, Environmental Programs Division
Richard Berman, Senior Environmental Analyst
James Conway, Environmental Analyst
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