C:Drive--Computer Recycling for Kids
Oakridge Mall, Sunnyvale Town Center and Valley Fair Shopping Center
California ranks dead last in the nation when it comes to the ratio of
students to computers. Ironically, in Silicon Valley, the technology
capital of the world, there's just one computer for every 42 students;
the ratio worsens to 73 students per computer with Internet access.
But California has plenty of surplus computers--many of which end up as
landfill. When companies and individuals upgrade their computers, they
usually throw away their old systems.
Three TrizecHahn regional shopping centers--Oakridge Mall, Sunnyvale
Town Center and Valley Fair Shopping Center, all located in the heart of
Silicon Valley--decided to join forces to amend the situation with a
computer drive. Old computers could be recycled and put to good use by
local students.
OBJECTIVES
1. To collect enough computers and peripherals to donate 1,000
operating systems to local schools by spring 1997.
2. To position the centers as community leaders by addressing a critical
problem.
3. To provide an incentive for shoppers to support local schools and
attain $1 million in combined center receipts during the 45-day
event.
4. To achieve at least $100,000 in publicity by May 1997. 5. To obtain
donations of products and services to match the centers' investment.
IMPLEMENTATION
The joint computer recycling program, C:Drive, had three stages: the
collection of old systems and components at the three centers; the
"Plug-In" distribution of computers to schools; and a "Log-In" shopper
competition.
The centers partnered with the Detwiler Foundation, the country's
largest nonprofit computer refurbishers, to refurbish the collected
computers and help distribute them to Santa Clara Valley schools. The
marketing directors also secured donations, including signage, software,
storage trailers, production and air time for public service
announcements on radio and TV, a Web site, T-shirts, and newspaper ad
space. A colorful logo was designed and used in all promotional
collateral. Media kits included a 1-pound chocolate computer.
A 10-day campaign encouraged customers and businesses to drop off their
outdated computers at the three centers. A toll-free number provided
drop-off information and explained the benefits of donation, including
tax deductions and the reduction of landfill. To further involve the
community, shoppers were encouraged to log their store purchases with the
centers' customer service desks between April 1 and May 15, crediting
their expenditures to the school of their choice. The top-scoring schools
would receive a new $2,000 computer system, donated by the Detwiler
Foundation.
Response from corporations was so strong that donations on the
campaign's first day reached almost 80% of the goal. The Detwiler
Foundation coordinated the transformation of the donated systems into
Internet-capable computers by computer repair classes at local colleges,
training programs, and juvenile probationary programs.
RESULTS
More than 1,400 community members donated computers, resulting in the
placement of 1,000 refurbished systems to 68 schools, the equivalent of a
$1.5 million donation. C:Drive and the three TrizecHahn centers were
commended by the Santa Clara County Board of Supervisors.
During the 45-day "Log-In," customers logged $1,573,319 in receipts at
the three centers. The centers and the recycling program received 244
minutes of radio exposure, 42 minutes of TV time, and 299 column
inches--a value exceeding $204,000. More than $68,000 in products and
services were donated to the program, more than double the centers'
investment.
CREDIT
Professional recognition to: Beth Nastrini, marketing director;
Jennifer Mares, marketing director; Margaret Stephens, marketing
director; Randi Zucker, assistant marketing director.
EXPENSES
| Graphic design | $925 |
| Collateral | 9,657 |
| Signage | 3,938 |
| Media kits | 985 |
| Public relations | 5,000 |
| Media launch event | 227 |
| Photography | 650 |
| Staffing | 3,132 |
| Log-in coordination | 6,500 |
| Plug-in expenses | 2,835 |
| Total | $33,849 |
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