Albe Zakes MarCom Overview FINAL Lo-Res

Albe%Zakes%MarCom%Campaign%Overview%

Communica)ons+Campaigns+for+TerraCycle,+Inc.+

2+

Japan+

Australia+New+Zealand++

Canada+Mexico+

US+

Brazil+

TERRACYCLE%IS%A%GLOBAL%LEADER%Opera)onal+in+21+Countries+

>%2%MILLION%KGs+of+waste+recycled+per+month.+ Earned+for+charitable+organiza)ons+

for+waste+collected+

$10+%MILLION%(USD)%Consumers+collec)ng+waste++for+TerraCycle+globally.+

60+%MILLION%%

Austria++Belgium++Denmark+France+

Germany++Ireland+Israel+

Netherlands++++Norway+Spain+Sweden++Switzerland+UK+

3+

Food+

Home+&+Personal+Care+

Beverage+

Office+

B2B+Consumables+

Apparel+

SAMPLING%OF%PARTNERS%TerraCycle+works+with+Fortune+100+companies,+retailers+and++environmentallyVminded+small+companies+across+many+different+categories.++

…and%many%more%

TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.

TERRACYCLE MARKETING EFFORTS Albe+developed+TerraCycle’s+mul)V)ered+approach+to+promo)ng+their+products,+programs+and+partners.+Focusing+on+first+aZrac)ng+consumers+to+become+collectors+and+then+fostering+their+growth+into+brand+ambassadors.++Albe’s+team+also+

worked+with+our+clients+and+their+A.O.R.+to+develop+their+own+promo)onal+efforts+The+strategy+is+outlined+below:+

TERRACYCLE%ENGAGEMENT%

TERRACYCLE ENGAGING EXISTING COLLECTORS

BRAND INTEGRATION (OPTIONAL)

Blogs/Podcasts+ Social+Media+PR+ Video+

TERRACYCLE%MEDIA/PR%

Strategic+Partnerships+Proac)ve+Consumer+Outreach+

Web+Ac)va)on+OnVPack+Messaging+

Retail+Ac)va)on+

Marke)ng+Integra)on+

IncenRves% Resources%

Contests%


5

TERRACYCLE PR STRATEGY TerraCycle’s PR team creates a unique blend of traditional earned media, content marketing, social media and grassroots marketing efforts to raise our profile and promote our products and services:

Blogs/Podcasts%

Social%Media%

PR%

TerraCycle%TV%Show%

TERRACYCLE+2014+MEDIA+SUMMARY+

20+ Media Placements a day

$252.4M Ad Value Equivalency for Brand Partners

2.1B

Media Impressions

Leverage TerraCycle�s creative control including blogs on the New York Times, El Empaque, TreeHugger and our very

popular podcast.

TerraCycle�s in-house video department highlights collection locations, designs training

videos, and has been the force behind a network mini-series on National Geographic TV.

With millions of followers on Twitter, Facebook and our own dedicated YouTube channel,

TerraCycle can access millions of potential advocates.

TerraCycle�s PR team actively promotes the Brigade programs in key media outlets.

6 TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.

GROWTH OF THE PR DEPARTMENT

0+

1000+

2000+

3000+

4000+

5000+

6000+

2006+ 2007+ 2008+ 2009+ 2010+ 2011+ 2012+

YearWOverWYear%Growth%of%Media%Output%

Media+Placements+

Impressions+(millions)+

Year%Albe%takes%over%PR%

department%

%Over%$89%million%in%Ad%Value%Equivalency%%

Over+$120+million+in+Ad+Value+Equivalency+++

Under+Albe’s+leadership,+TerraCycle+PR+has+con)nued+exponen)al+growth+ever+year+since+our+incorpora)on.+Currently+almost+100%+of+PR+costs+are+covered+by+the+annual+fees+of+our+brand+partners+who+greatly+value+the+

community+engagement,+posi)ve+PR+and+ROI+we+provide+in+reaching+all+their+major+stakeholders+from+consumers+to+investors+to+compe)tors.+

Year%Albe%was%hired!%

7+

Key%Placements%

BIC%(EU)%%%

Media+Placements:++339%+Impressions:++159,215,096%%Ad+Value+Equivalency:++$1,472,739.64%

Launched+March+2011+

L’Oreal%(USA)%%

Key%Placements%

Media+Placements:++1,413%%+Impressions:++870,740,163%%Ad+Value+Equivalency:++$8,119,096.37%%

PepsiCo%(USA)%%

Key%Placements%

Media+Placements:++392%+Impressions:++486,738,027%%Ad+Value+Equivalency:++$5,259,996.82%%

Cigareee%Waste%(CA)%%

CLIENT%MEDIA%CASE%STUDIES%Under+Albe’s+direc)on,+TerraCycle+PR+generates+worldVclass+press+that+highlights+partners+and+collectors+as+the+heroes.++TerraCycle+has+never+and+will+never+pay+for+any+placement+and+s)ll+produces+the+following+results:+

Media+Placements:++375%+Impressions:++409,998,433%%Ad+Value+Equivalency:++$3,792,485.04%%%

Key%Placements%Circ: 10,234

TC, Garnier(l’oreal)

Launched+March+2009+ Launched+May+2012+ Launched+April+2011+

8+

TerraCycle’s%Award%Winning%Media%Coverage%Under+Albe’s+direc)on,+TerraCycle+is+featured+on+a+major+magazine’s+cover+every+6V8+months+on+average.+Here+are+just+a+few+recent+examples.+

9+

Brand Mentions: TerraCycle, Cigarette Brigade

Circ: 1,817,446

TerraCycle’s%Award%Winning%Media%Coverage%Under+Albe’s+direc)on,+TerraCycle+is+covered+by+the+world’s+biggest+newspapers+–+from+the+Nikkei+to+the+Wall+Street+Journal+–+on+a+monthly+basis.+

10+

TerraCycle’s%Award%Winning%Media%Coverage%In+addi)on+to+ar)cles+in+the+world’s+most+influen)al+media+outlets,+TerraCycle+PR+is+extremely+effec)ve+at+placing+ar)cles+regionally+and+locally+around+the+globe.+

��

��!�� "��"��!�

11+

The+current+season+of+TerraCycle’s+TV+Show++Human&Resources,+is+airing+on+pivot+(www.pivot.tv),+a+TV+channel+with+45+million+viewers+owned+by+Par)cipant+Media+(creators+of+movies+from+Lincoln+to+An+Inconvenient+Truth).++++Season+1+was+cri)cally+acclaimed+by+TV+Guide,+Entertainment+Weekly,+Rolling+Stone+and+more.++Season+2+aired+in+August+2015+and+average+episode+viewership+went+up+29%+compared+to+Season+1.+and+Season+3+will+be+filming+early+2016.++

BOOKS

%

…and%many%more%

Revolu/on&In&a&Bo2le&Published+by+Penguin+Books.++Follows+the+story+of+TerraCycle+from+birth+to+late+2012.+

Outsmart&Waste&Published+by+BerreZVKoehler+Publishers.+The+modern+idea+of+garbage+and+how+to+think+our+way+out+of+it.+

Make&Garbage&Great&Published+by+Harper+Collins.+An+imageVrich+family+guide+to+living+a+zeroVwaste+life.+

BLOGS

%

TV%SHOW%

TerraCycle%Content%MarkeRng%Albe+built+TerraCycle’s+owned+media+assets+to+provide+TerraCycle+products+and+partners+with+the+opportunity+to+promote+their+programs+to+a+wide+audience.++Albe+and+his+team+create+and+distribute+the+content+and+retain+editorial+control+across+blogs,+books+and+a+docuVseries.++


OWNED+MEDIA+

TV+SHOW+V+MEDIA+BUZZ+

“It’s refreshing to see Pivot’s new “docu-comedy” Human Resources…the employees have their quirks, but their intentions are great and they treat one another with humor and respect.”

“…this show will help turn around a moribund segment of the TV spectrum..”

The show (...) falls somewhere between a self-aware workplace comedy and an environmentalist's wet dream.

“Szaky is a main draw as he evangelizes about a trash-less future and his goal to eliminate the concept of waste.”

In+2013,+Albe+and+TerraCycle’s+CEO+developed+and+sold+a+TV+show+about+TerraCycle+to+a+new+TV+network+called,+Pivot+TV.+The+series+premiere+of+Season+1+of+the+show,+called+Human+

Resources,+was+Pivot’s+highest+rated+original+program+ever.+The+episodes+maintain+an+average+72%+reten)on+rate+for+viewership.+Season+2+saw+a+32%+growth+in+average+viewers.++


OWNED+MEDIA+

TV+SHOW+–+MEDIA+BUZZ+Albe+lead+PR+&+marke)ng+efforts+around+the+show,+Human+Resources.+The+PR+campaign+received+media+coverage+in+over+300%naRonal%outlets+spanning+across+newspapers,+

magazines,+TV+shows+and+radio+V+totaling+over+175%million%impressions%during+the+first+two+seasons.++


OWNED+MEDIA+

TV+SHOW+–+BRAND+PARTNER+INTEGRATION+

Albe’s+team+works+with+its+major+partners+to+be+featured+in+the+show+with+no+addi)onal+integra)on+costs.+Brands+such+as+L’Oreal,+P&G+and+The+Naked+Grape+also+purchased+6V+and+

7Vfigure+adver)sing+deals+to+be+integrated+into+the+first+two+seasons.++

Major%brands%already%featured%in%the%show:%+


OWNED+MEDIA+

TERRACYCLE+3RD+PARTY+BLOGS+&+COLUMNS+

Under+Albe’s+leadership,+TerraCycle+provides+highVquality,+expertVlevel+content+to+over+15+different+3rd+party+blogs+and+magazines+that+reach+our+key+stakeholders.+These+blogs+are+powerful+tools+to+promote+our+

partners+as+well.++

Link:++hZp://boss.blogs.ny)mes.com/author/tomVszaky/+CirculaRon:%5,157,072%

Link:++hZp://www.treehugger.com/author/tomVszakyVguestVwriter/+CirculaRon:%677,749%

Link:++hZp://www.huffingtonpost.com/tomVszaky/+CirculaRon:%35,570,324%

Link:++hZp://www.packagingdigest.com/blog/profile/20365VTom_Szaky.php+CirculaRon:%18,164%

Link:++hZp://www.openforum.com/ar)cles/companyVcultureV2012VterracyleVreduceVreuseVrespect?cid=email_ar)clefeed_ar)cle)tlelink+CirculaRon:%133,857%

Link:++hZps://www.greenbiz.com/blog/2011/07/19/howVconvinceVcompaniesVwas)ngVtheirVwasteVwasteful+CirculaRon:%36,274+%

Link:++www.inc.com/author/tomVszaky+CirculaRon:%847,411%

Link:++hZp://www.industryintel.com/news/read/3691757376/AreVConsumersVReadyVtoVDisposeVofVtheirVWasteVatVRetai.html+CirculaRon:%20,834%

Physical+Magazine+–+request+scans+CirculaRon:%50,200%


TERRACYCLE BOOK EQUITIES

Revolution in a Bottle Follows the story of TerraCycle from birth to late 2012. PUBLISHER: Penguin EDITION: 2nd edition LANGUAGES: English, Chinese, Korean AMAZON: http://bit.ly/RevolutionInaBottle

Critically acclaimed in 267 articles including: -  WSJ: http://www.wsj.com/articles/SB123672845784888901 -  CNBC: hZp://www.cnbc.com/id/30347018 -  USA Today:

hZp://www.usatoday.com/money/books/reviews/2009V07V13VterracycleVenvironmentVbusiness_N.htm

Outsmart Waste Reviews TerraCycle’s theory of waste. PUBLISHER: Berrett-Koehler EDITION: 1st edition LANGUAGES: English, Hungarian, Ukrainian AMAZON: http://bit.ly/OutSmartWaste

Critically acclaimed in 142 articles including: -  Philadelphia Inquirer:

hZp://www.philly.com/philly/entertainment/literature/20140406_Garbage__he_says__doesn_t_have_to_be.html

-  Mother Earth News: hZp://www.motherearthnews.com/natureVandVenvironment/consumerVcultureVze0z1502zhur.aspx

Make Garbage Great Written, edited and curated by Albe Zakes, this image rich family guide to living a zero waste life PUBLISHER: Penguin EDITION: 1st edition LANGUAGES: English, Hungarian AMAZON: http://bit.ly/MakeGarbageGreat

Released on July 7th, 2015 with over 5,000 copied selling in the first 6 weeks!

Negative Cost Marketing Albe and CEO Tom Szaky developed a book on how TerraCycle runs a negative cost marketing department. PUBLISHER: McGraw Hill

**Being released in late 2016.


BOOK+LAUNCH+PR+RESULTS+

Media+Placements:+267%%

Impressions:+120,234,657%+

Ad+Value:+$1.2%Million%%

%Highlights:%

%Wall+Street+Journal,+New+York+Times,+USA+Today,+Financial+Times,+CNN,+Good+Morning+America,+CNBC,+Harvard+Business+Review,+Publisher’s+

Weekly,+Sierra+Club,+Treehugger,+Mother+Nature+Network+

Albe+and+his+team+designed+and+executed+the+PR+campaigns+for+all+three+TerraCycle+related+books.+The+earned+media+created+lead+to+major+sales+for+all+the+books.+


BOOK+LAUNCH+PR+V+HIGHLIGHTS+Date:%March%11th%2009%Pub:%Wall%Street%Journal%Circ.:%1.8%million%

Date:%July%13th%2009%Pub:%USA%Today%Circ.:%2.1%Million%

Date:%January%15th%2010%Pub:%Harvard%Business%Review%VPM:%245,831%


CITY OF VANCOUVER CIGARETTE RECYCLING

Overview - TerraCycle partnered with the City of Vancouver to launch the world�s first municipal cigarette recycling program.

Scope - 110 receptacles were placed across 4 Vancouver BIA�s. - In 6 months, over 2000 units will be installed across the city of Vancouver. - The cost of receptacles is covered by the city, the cost of shipping, storing and recycling is covered by TerraCycle through the Cigarette Waste Brigade. How Does it Work? - The City of Vancouver will be sending TerraCycle the cigarette waste from the receptacles to be recycled. - TerraCycle will recycle the cigarette waste into a variety of plastic industrial products.


CITY RECYCLING PROGRAM – PR RESULTS 20

Albe created, pitched and hosted a press conference with the City of Vancouver to announce the program. The news went national within 24 hours resulting in outstanding

media coverage.

Media results 48 hours after the announcement: Media Placements: 134, Media Impressions: 150MM+, Ad Value: $1.3MM+


21+THE CITY OF NEW ORLEANS CIGARETTE PROGRAM

Overview -  TerraCycle has partnered with the City of New Orleans to

launch the first city-wide cigarette recycling program. -  Launched July 2014

Scope -  55 cigarette collection receptacles were placed throughout

the downtown area of New Orleans -  The cost of receptacles, the cost of shipping, storing and

recycling is covered by TerraCycle’s Cigarette Waste Brigade partner, Santa Fe Natural Tobacco Company

-  Each receptacle is estimated to collect ~1,000 cigarette butts each month

How Does it Work? -  The City of New Orleans will be sending TerraCycle the

cigarette waste collected from the receptacles to be recycled.

-  TerraCycle will recycle the cigarette waste into a variety of plastic industrial products.


22+NEW ORLEANS MEDIA RESULTS

Media results since launch: Media Placements: 160, Media Impressions: 782MM+, Ad Value: $7.2MM+

Albe created and executed a press conference with the City to announce the launch of the program. The news placed local, national and international media coverage.

23+

Partner+Press+Conferences:+Albe+and+his+local+PR+teams+execute+successful+press+conferences+with+our+brand+and+investment+partners+all+across+the+globe,+from+Toronto+to+Tokyo+

Total%Media%Placements: % % % %181+%+

Total%Media%Impressions: % % %120,218,041+%+

Total%Media%Ad%Value%Equivalency:% %$487,016.88++

Highlights:%Wall+Street+Journal,+Na)onal+Post,+Canadian+Press,+Huffington+Post,+MSN,+The+Guardian,+Canadian+Business,+Global+Post,+Times+Colonist+

TerraCycle)CEO,)Tom)Szaky)and)Progressive)Waste)CEO,)Joe)Quarin)

24+

Google%Search%and%SEO%Results%Due+to+the+PR+and+Content+Marke)ng+success,++TerraCycle’s+Google+and+SEO+rankings+are+bestVin+class+in+the+recycling+industry.+We+are+90%+or+more+of+related+term+search+results+

Example 1: “Drink Pouch Recycling”

Program launched:

2007

TerraCycle is 34 of top 35 results

Example 1: “Cigarette Waste Recycling”

Program launched:

2012


Example 1: “Biscuit Wrapper Recycling”

Program launched:

2012


25+

Key%ROI:%Colgate+garnered+incremental+space+at+250+ShopRite+stores,+with+specialty+halfVpallets+and+floor+stands,+and+earned+the+2014+Supplier+Leadership+Award+from+Supermarket+News++

CASE%STUDY:%2014%RECYCLED%PLAYGROUND%CHALLENGE%

PROGRAM%OVERVIEW:%Albe+created+and+executed+a+partnership+between+Colgate+and+TerraCycle+that+garnered+

incremental%half%pallets%and%floor%stands%for+120%days%at+250%ShopRite%stores.+++

Timeline+(Displays):+March+–+June+2014+Timeline+(Promo)on):+March+–+November+2014+

26+

2014%RECYCLED%PLAYGROUND%CHALLENGE%W%WEBSITE%

Albe’s%team%designed%and%managed%all%digital%components%of%the%promoRon,%including%the%contest%website%which%featured%a%voRng%portal%and%automated%leaderboard.%

27+

Albe’s%team%managed%a%comprehensive%PR%program%around%the%inWstore%acRvaRon%and%playground%contest%on%behalf%of%Colgate%&%ShopRite.%

Campaign+Summary:+++Media+Placements:+138%+Media+Impressions:+125%million+%+Media+Value:+$1,320,000+%+Social+Media+Impressions:+241,000+%%Website+Votes:+736,368%+

2014%RECYCLED%PLAYGROUND%CHALLENGE%–%PR%CAMPAIGN%

28+

2014%RECYCLED%PLAYGROUND%CHALLENGE%–%PR%HIGHLIGHTS%


29+CASE+STUDY+V+OLD+NAVY+FLIP+FLOP+REPLAY+

Overview:%Flip+Flops+were+collected+at+Old+Navy+stores+around+the+country+and+recycled+to+create+four+playgrounds+for+communi)es+in+need.++Over+20,000%flip%flops%were+collected+across+795%stores%over+a+period+of+four%weeks.%

Media%Coverage%and%StaRsRcs:%TerraCycle+crased+a+media+campaign+around+Old+Navy’s+dona)on+of+four+recycled+playgrounds+to+communi)es+in+need.++That+media+campaign+generated+the+following+ROI+for+Old+Navy:++Number%of%ArRcles: + +226+Total%Impressions:+ +254,892,628+Ad%Value%Equivalency: %$2,357,756+*As)independently)evaluated)by)Meltwater)News)Service)

%

San)Jose,)CA) AusEn,)TX) Poughkeepsie,)NY)

Albe lead a promotion for Old Navy which turned post-consumer flip flops into playgrounds and

donated them to four schools around the country.


30

OLD NAVY PLAYGROUND COVERAGE

2005% The+Home+Depot+V+Environmental+Stewardship+Award++

2006% Inc.+Magazine+–+The+Green+50+

2007% Social+Venture+Network++V+Innovator+of+the+Year+

2008% First+Consumer+Product+to+Earn+Zerofootprint+Seal++

2010% Edison+Green+Award+(Silver)++

2010% Shape+Magazine+Best+of+Green+

2010% Self+Magazine+Greenest+Products+of+the+Year+

2010% DVRPCV+Air+Quality+Partnership+Excellence+Award+++

2011% EcoVVisionary+Award++

2011% Empact+100++

2011% ICIC+Inner+City+100++

2011% NJ+DEP+Outstanding+Achievement+in+Recycling+++

2012% Community+Earth+World+of+Possibili)es+Award++

2013% PR+News+–+CS+Award+for+Recycling+Programme+

2013% Best+Socially+Responsible+Enterprise+Prac)ce+V+MEX+

2014% CSR+Awards+for+CSR+on+a+Shoestring+V+USA+

2014% CSR+Awards+for+Best+Recycling+Program+V+USA+

2014% ICIC+100+V+USA+

2014% Ecological+Merit+Award+V+MEX+

2015% Green+America+–+People+&+Planet+Award+

2015% Clean50+–+Top+Project+of+the+Year+

2004% Red+Herring+V+Top+100+Innova)ve+Companies++

2006% Inc.com+–+#1+in+30+Under+30++

2006% APEX+–+Transcending+the+Boundaries++

of+the+Pursuit+of+Success+

2007% NJ+Biz+V+Forty+Under+40++

2008% Consumer+Goods+Technology+

V+Most+Innova)ve+Company++

2008% Brand+Innovators+(Brand+Packaging+Magazine)+

2009% Paren)ng+Magazine+–+Mom+Tested++

Product+of+the+Year+

2010% TCNJ+Award+for+Innova)ve+Leadership++

2010% PNC+Local+Entrepreneur+of+the+Year++

2010% NJTC+V+Entrepreneur+of+the+Year++

2012% UN+Leaders+of+Change+Leadership+

2013% Schwab+Founda)on+Social+Entrepreneur++

of+the+Year+

2014% Sustainability+Supplier+Leadership+Award+

2015% SmartCEO+–+Marcum+Innovator+of+the+Year+

2015% Clean50+–+Emerging+Leader+

2001%% Princeton+University+Business+Plan+Contest++

2004% VANJ+V+Elevator+Pitch+Gold+Medal+Award++

2006% NJ+Biz+–+Coolest+LiZle+StartVup+in+America++

2006% NJ+Biz+V+Emerging+Business+of+the+Year+++

2006% Oracle+–+Gazelle+Business+of+the+Year+

2006% TCNJ+New+Business+of+the+Year++

2007% Inc.+500++

2009% Inc.+500+V+America's+Fastest+Growing+Private+

Companies++

2010% NJTC+–+Growth+Company+of+the+Year+++

2012% KeZle+Foods+Award++

2012% Entrepreneur+Brilliant+100++

2013% PR+News+–+Rising+Stars+of+PR+

2013% Cause+Marke)ng+Forum+Golden+Halo+Award+

2013% PR+Week+–+Outstanding+Campaign+of+the+Year+

2014% PR+News+Social+Media+MVP+V+USA+

2015% SmartCEO+–+Top+Corporate+Culture+Award+

Environment/Social% Leadership/InnovaRon% Business%

TERRACYCLE%AWARDS%

and%hundreds%of%others%


32


CONTACT:

Albe+Zakes+Global+VP,+Communica)ons+EM:[email protected]+Mobile:++1.267.221.4800+TwiZer:+@AlbeZakes+

Albe Zakes MarCom Overview FINAL Lo-Res

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