The Grow Green Program

INTRODUCTION Try Recycling and Aggregates (Try) operates out of London, ON and receives waste unsuitable for landfill sites from the City of London and local businesses. Try’s research program recycles 90% of all material received, turning it into useful and innovative products. The majority of Try’s revenue is generated from tipping fees and 5% of revenue is earned through the sale of recycled products to end consumers. Approximately 65% of recycled products are sold locally. Try’s founder, Jim Graham, has a strong sense of social responsibility and is interested in selling Try’s recycled products through a fundraising event, “The Grow Green Program,” to raise awareness about Try in the local community and assist participating organizations raise funds for worthy causes. In order to meet the target profit of $ 35,000 through this initiative, Try must determine which organizations present the most profitable opportunities and put together an effective marketing strategy to encourage them to participate in the Grow Green Program.
KEY ISSUES
1) Customer Generation
Graham could approach local schools and community groups encouraging them to participate in the Grow Green Program. There are over 80 elementary schools in London, ON and majority of these schools participate in external fundraising events. However, schools have stringent requirement for approval of fundraising initiatives in accordance with the local school board guidelines. Fundraisers are allowed after carefully assessing student safety, parental support, financial controls, and proposed use of funds. Community groups including church groups, sports teams, and other non-profit agencies have less stringent requirements for approval and usually require either board or committee approval depending on organization. With multitude of community groups, it is difficult to determine which group is best suited for this initiative despite the relative ease of obtaining approval. The right choice of