Regional Waste Systems (RWS), a quasi-municipal trash incinerator in Portland, Maine, was in deep financial trouble. Prices it charged were far above competitive market rates, and many suspected mismanagement was the root cause. Plant management dealt with revenue shortfalls by blaming its customers for the mess. It tried to force trash haulers, the plant’s customers, to take all their commercial trash to RWS, a move that legal analysts concurred was unconstitutional. RWS also hatched a number of other highly questionable schemes, including additional fees and licensing requirements, “mandatoryvoluntary contracts” for haulers, even the threat of franchising, which would put haulers out of business.

Mark Robinson helped Troiano Waste Services launch a one-company campaign to educate the public about RWS’ questionable business model. The campaign used press releases, letters to the editor, Op-Ed placements, mailings to business and political leaders, collateral materials, business forums, and a variety of other tactics to press for an independent, comprehensive and strategic study of all RWS operations. The call for a study was met with stiff resistance from management and consultants who had been entrenched at RWS for more than a decade.

A new GM was hired. The Chairman of the Board resigned, and a longtime board member, perhaps the fiercest opponent of an independent review, was summarily replaced by his community as its RWS representative. More significant, Troiano helped persuade member communities of RWS to undertake an independent, strategic review of the facility. “I think the haulers,” said South Portland City Manager Jeffrey Jordan, “... have used the press efficiently to generate interest in a study.” After the study, the facility completely reformed its governance structure, and even changed its name to ecomaine. The National Solid Wastes Management Association honored Filomena Troiano with a Distinguished Service Award for her contributions to reform, and the Maine Senate and House of Representatives awarded Troiano with an “official expression of sentiment” for calling attention to “very serious problems at Regional Waste Systems.” The Maine Public Relations Council recognized Robinson PR with a Golden Arrow Award for communications excellence in the RWS campaign.