A local authority has spent €35,000 this year to market its refuse collection service to householders but has managed to attract only 35 new customers, it emerged yesterday.
In the face of competition from private waste contractors, Ennis Town Council launched its "EcoCare" marketing campaign earlier this year to maintain the viability of its refuse service.
In an attempt to attract new and retain existing customers, the council offered householders prizes, including "romantic weekends away", and special discounts for Glór Irish Music Centre and the Ennis Leisure Centre.
However, at an emergency meeting of Ennis Town Council, councillors were told yesterday that the campaign has cost on average €1,000 to attract each new client for its service.
Overall, Town Engineer Mr Tom Tiernan told councillors that the local authority has lost 11 per cent of its customer base this year despite the council's marketing campaign for the service, which went over budget by 75 per cent.
The campaign costs included paying a PR consultant €6,000, along with costs connected with advertising, information leaflets, calendars, prizes and incentives.
Mr Tiernan said the €35,000 figure does not include an additional €51,000 which was needed to pay staff to market, plan and administer the service.
He said the main reason for the loss of customers was due to private contractors "waiting in the long grass" to see what the council would charge and then undercut it.
This year, the council set a charge of €320 for the service - this was followed by private contractors charging €20 less.
Mr Tiernan urged councillors to end the council service at the end of the year as the local authority expects to sustain a €91,000 loss on the service this year.
However, Mr Tiernan's recommendation was rejected.
