Used Oil Hits a Homerun With Minor League Baseball

Paula SmithPaula Smith

Tennessee Department of Environment and Tennessee Department of Environment and ConservationConservation

Partnership with MLB

2004 Season – “Don’t Be a Dipstick! Recycle 2004 Season – “Don’t Be a Dipstick! Recycle Used Oil.”Used Oil.”

2005 Season – “You Dump it. You Drink it.” and 2005 Season – “You Dump it. You Drink it.” and “Keep Oil Where It Belongs – In the Engine.”“Keep Oil Where It Belongs – In the Engine.”

GO NASHVILLE SOUNDS!!GO NASHVILLE SOUNDS!!2005 PACIFIC COAST LEAGUE CHAMPIONS2005 PACIFIC COAST LEAGUE CHAMPIONS

Why Minor League Baseball?

Statewide coverageStatewide coverage Concentrated Concentrated

demographic demographic Record attendanceRecord attendance Variety of media and Variety of media and

outreach opportunitiesoutreach opportunities Affordable family Affordable family

entertainmententertainment

Sponsorship Elements

Program AdvertisementProgram Advertisement Radio Advertising (:30 second spot)Radio Advertising (:30 second spot) Website AdvertisementWebsite Advertisement Mascot Appearance at Outreach EventsMascot Appearance at Outreach Events Survey OpportunitiesSurvey Opportunities Youth Activities Book ProgramYouth Activities Book Program Tabling/Booth NightsTabling/Booth Nights Public Address AnnouncementsPublic Address Announcements

What we learned in 2004

Most DIYs already recycled oilMost DIYs already recycled oil Lawn mower DIYs and boaters were Lawn mower DIYs and boaters were

identified as a new audienceidentified as a new audience Drain pans were a HIT!Drain pans were a HIT!

2005 Goal

Target all drivers to Target all drivers to Keep Oil Where It Belongs – In Keep Oil Where It Belongs – In The Engine.The Engine.

Invite local storm water programsInvite local storm water programs Encourage BMPsEncourage BMPs Measure success with survey resultsMeasure success with survey results

What we learned in 2005

Market was oversaturated with drain pansMarket was oversaturated with drain pans Surveys were a challenge in Post SeasonSurveys were a challenge in Post Season Difficult message to share in short time Difficult message to share in short time

periodperiod Provided name recognition for Used Oil Provided name recognition for Used Oil

Program and TDEC (Tennessee Department Program and TDEC (Tennessee Department of Environment and Conservation)of Environment and Conservation)

Changed Oil

0

20

40

60

80

100

120

140

160

Number of Games Attended (Pre and Post Season)

1-5 Pre 1-5 Post 6-10 Pre 6-10 Post >10 Pre >10 Post

Recycled Oil

0

5

10

15

20

25

30

35

40

45

Number of Games (Pre and Post)1-5 Pre 1-5 Post 6-10 Pre 6-10 Post >10 Pre >10 Post

Fixed Leaks and Drips

0

5

10

15

20

25

30

35

Number of Games (Pre and Post)

1-5 Pre 1-5 Post 6-10 Pre 6-10 Post >10 Pre >10 Post

Explanation for Results

Survey was not scientificSurvey was not scientific $140,000 split between nine parks – results $140,000 split between nine parks – results

may not be apparent in surveymay not be apparent in survey

Next Season

Continue targeting all drivers toward BMPsContinue targeting all drivers toward BMPs Tailor sponsorship to large print, multiple Tailor sponsorship to large print, multiple

signage locations, larger signage, water signage locations, larger signage, water fountain sponsor, etcfountain sponsor, etc