- pima county...coasters, stickers and more. this significant level of in-kind donations is one...

WaterNowAlliance 2017WaterInnovationChallengeFinalReport

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IntroductionTheArizonaCommunityFoundation(ACF)announcedthe$250,000WaterInnovationChallengeattheWaterNowAllianceMarch2016SustainableWaterSummitinTempe,Arizona.ThepurposeoftheChallengewastocatalyzeinnovativemarket-based, technological or entrepreneurial solutions to “advance the sustainability of Arizona’swater future and engage all Arizonans in safeguarding water as a precious resource.” Twenty-three teamssubmittedprojectproposals;evaluatedbyapanelof20judges.ThewinningproposalwastheArizonaPureWaterBrewChallenge(AZPWBC),aprojectdesignedtoengagethepublicinconversationsandeducationaboutwaterreuse,andultimatelybuildacceptancebyArizonansforrecycledwaterasasafe,puredrinkingwatersource.Toachievethis,thePureBrewteamproposedtodemonstratetheviabilityandsafetyofadvancedwaterpurificationtechnologybybuildingamobiletreatmentfacilitytotravelthestate,givingpublicdemonstrationsandprovidingpurifiedrecycledwatertolocalbreweriesaspartofahigh-visibilitybeertastingcompetition.

CynthiaKoehler,ExecutiveDirectoroftheWaterNowAlliance(WaterNow),participatedonthejudgingpanelandthewinningproposalreceivedtechnicalsupportfromtheWaterNowteam,valuedat$50,000.Thisreportprovidesadetailedsummaryoftheprojectaccomplishments.

ProjectDescriptionThe Arizona Pure Water Brew team set out to shiftpublic perceptions about water reuse through astatewidepublicrelationscampaignthatcapturedthepublic’sattentionandappealedtotheirtastebuds.Thecampaign began with the construction of an eye-catching mobile, advanced water purification facilitythat toured the state, appearing at large events andfairstostimulatepublicengagementandconversationsaboutwaterqualityandthesafetyofpotablereuse.Ateachevent,thetruckwasopeneduptoinvitethepublicintotourthewatertreatmentprocess,engagewiththeon-site project team to learn more, and sample thebottled“PURE”brandedwaterproducedbythetruck.

Thecritical,imaginative“brew”stageofthePRcampaignrequiredengagingandconvincinglocalcraftbrewerstotakedeliveryofhighqualityPUREwaterfromthemobilepurificationtruckandbrewbatchesofbeerforastatewidecompetition - held in September 2017. Twenty-six breweries from 12 cities across the state took part in thecompetition.

Tomeasuretheproject’ssuccessatimprovingpublicperceptionsaboutpotablereuse,theteamutilizedtwosurveymethods.Thefirstwasalongitudinalmediasurvey(LMS)thatprovidesananalysisofanymeasurableshiftinthetoneand scopeofmedia coverage regarding recycledwater in general and thePureWaterBrewChallenge inparticular over the course of the project. The second method was a thirteen-question survey completed byindividualparticipantswhotouredthetruckandsampledbottledPUREwaterorbeeratpublicrelationsevents.

WaterNowAllianceProjectSupportWaterNow was instrumental in developing and executing the outreach strategy that engaged thousands ofindividualsathigh-profileevents,andhundredsofthousandsmorethroughnewsarticles,TVsegments,andsocialmediaplatforms.AfterthePrizewinnerwasannouncedinNovember2016,WaterNow’sprimaryobjectivewastoestablishmethodsfortrackinganddemonstratingtheproject’ssuccess.ThepurposeoftheAZPWBCwastobuild


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publicsupportandacceptanceforpotablereuse.WaterNowrecognizedthatitwascriticaltoestablishmethodsbeforetheprojectkickedofftodemonstratethattheAZPWBCwasabletoachievethisgoal.

Working in collaboration, the Pure Brew team and WaterNow firstdevelopedashortsurveyintendedtomeasurepublicperceptionsaboutthegeneral topicofwater reuseandspecificallyaboutpotable reuse.The surveywasadministered through iPaddevices atpublicoutreachevents. WaterNow also prioritized capturing how the project wascovered in the news and on social media, including any measurablechangeinmediasentimentsoverthelifeoftheproject.Alongitudinalmediasurvey(LMS),including“sentimentanalysis,”wasselectedastherighttooltocapturethesemetrics.WaterNowconnectedthePureBrewteam with a professor from the Arizona State University’s DecisionCenterforaDesertCitytoconducttheLMS.

Withthemethodstotracksuccessinplace,WaterNowresearchedanddeveloped out a calendar of events for themobile treatment facilitytruckandsupportingstafftoparticipateinandengagewiththepublic.WaterNowselected12highprofileeventsacrossArizonafromaninitiallist of 100. Criteria for selecting events included: 1) location,with aneffort to reach as many communities in Arizona as possible; 2)attendance,withprioritygiventothosehavingagreateraudience;and3) event type, to ensure that a variety of demographic groups wereengaged.WaterNowcoordinatedeventlogisticsforthePureBrewteam,ensuringthateverythingransmoothlyoncethetruckarrived.

Tochangepublicperceptionsandbuildsupport forpotablereuse,WaterNowandthePureBrewteamworkedtogethertodevelopamessagingstrategythatconveyedthebenefitsandoverallsafetyofpotablereuse.Usingpastresearch,WaterNowdevelopedalistoftermsandphrasestouseandavoidwhentalkingwiththepublicandthepress.Messagessuchas,“Allwaterisrecycled”and,“Judgewaterbyitsquality,notitshistory”wereimportanttoremindthepublicthatwaterrecyclingisn’tnewandthatit’sthequalityofthewaterthatmatters,whiletermslike“recycledwastewater”and“effluent”wereavoidedbecausetheytendtoevokenegativereactions.Toactivatethismessagingstrategy,WaterNowmanagedtheAZPWBCsocialmediaaccounts(Facebook,TwitterandInstagram)

and worked with the media to schedule interviews,photoshootsandtastetests.MoreinformationaboutthesuccessoftheoutreachstrategyisprovidedintheResultssectionbelow.

Eachpublicevent inthe2017PureWaterBrewtrucktour required the support of a dozen or moreindividualstogivetours,collectsurveys,handoutswag,engagethepublicinconversations,andgetoutinthecrowdtodrivefoottraffictothetruck.ThePureBrewteamreliedoncolleagues, friendsandwater industryprofessionalstovolunteeratevents.Toensurethatallvolunteers conveyed a message consistent with thePure Brew team’s strategy, WaterNow developed

VolunteerGuidesthatprovidedtoplinemessages,tipsandpitfalls,definitionsandtermstouseoravoid.


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ItemizedBudgetThetablebelowprovidesanitemizedbudgetimplementationindicatingwheregrantfundingfortheprojectwasallocated.

Expense CostPersonnelExpenses

ProjectManagement $30,600Strategy,Oversight,TopManagement $6,800ResearchAssistance $2,100

TotalPersonnelExpenses $39,500Travel

Transportation $2,926Accommodations $2,402Meals $672

TotalTravelExpenses $6,000TotalProjectAdministration(fiscalsponsor,TCI) $4,500

Total: $50,000

TheResultsOvera6-monthperiodin2017,thePureBrewteamand“beertruck”participatedin16eventsin7Arizonacities,oneinLongBeach, California, and another in Denver, Colorado. Teammembers engaged thousands of attendees in conversationaboutwater reuse and collectedmore than 2,000 completedsurveys(ananalysisandsummaryofthesurveyresultswillbepublishedinapeer-reviewedarticlein2018).

Event Popularity: As public awareness about the PureWaterBrew Challenge began to grow the team received two dozenrequests tohavethe“beer truck”appearatadditionaleventsthroughoutArizona,California,Nevadaandotherstates.InearlyOctober,thetruckwascommissionedtoappearataneventinDenver,CO,wherethreeadditionalbrewersreceivedPUREwatertomakebeer.

TraditionalMediaExposure:Todate,newsoutletsinArizona,andasfarasSanFrancisco,CA,andFtCollins,CO,havecoveredtheAZPureWater Brew Challenge in 58 stories: 17 print articles, 12 televisionsegments,andtworadiopieces.Thirteenoftheprintarticleswereinnewspapersthatreach1.6millionArizonareaders.TheAZPWBCwasfeatured in the December issue of Phoenix Magazine, which iscirculatedto80,000homesmonthlyandreachesmorethan350,000readers.Manyofthe11televisionstorieswerebroadcastinPhoenix(a top-15 media market) on network-affiliate stations, offeringexposuretohundredsofthousandsofviewers.EarlyresultsfromtheLMS sentiment analysis indicate that the articles and TV and radiosegmentsweregenerallypositiveandthereforeasubstantialnumberofreaderslikelyreceivedapositiveimpressionoftheproject,andbyassociation,ofpotablewaterreuse.TheAZPWBCstorieswerehigher

58Media

Spotlights

13Eventsin7ArizonaCities

2,000+CompletedSurveys

26Brewersfrom14AZCities

80,000GallonsofPUREWater


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inmediasentimentthanotherstoriesaboutthesamegeneraltopicofwaterreuse.AlistofarticlesisprovidedinAttachmentA.

SocialMediaImpact:WhilemanagingtheAZPWBCsocialmediaaccounts,WaterNowattracted464Facebookfollowersand223Twitterfollowers,asizable number considering the short duration of the project and thespecificnichethatitfills.Forcomparison,WateReuseAssociation–a27-yearoldnonprofitfocusedonwaterreuse,withmembershipin200U.S.communities–hasroughlytwiceasmanysocialmediafollowers.OurAZPWBCFacebookpostsdemonstratedgoodengagement,with163 totalposts garnering 1,869 post reactions, 92 shares, and 33 commentsbetweenMayandNovember.ThePureBrewteamposted355tweets;anadditional663tweetsrelatedtotheprojectwerepostedbypeoplenotdirectly associatedwith the project.Many of those users have a largenumber of followers, providing additional content “reach” ofapproximately 1.3 million additional Twitter “impressions” (i.e. thenumberoftimesAZPWBC-relatedtweetsappearedinotherusers’feeds).AZ PWBC tweets were 10%-20% higher in sentiment than tweets thatwereaboutsimilartopics(e.g.waterreuse,potablereuse,etc.)butnotrelated specifically to the project. Additionally, the sentiment of AZPWBC-relatedtweetsimprovedoverthecourseoftheproject,increasingfrom10%morepositivethanrelatedtopicsatthebeginningto20%morepositiveaftersixmonths.

LeveragingCommunityFoundationSupportSeededwiththe$250KWaterInnovationChallengePrizefunding,aswellas$50KinWaterNowtechnicalassistancefundedbyACF,theAZPureWaterBrewteamattractedanadditional$1Mofin-kinddonations.Thesedonations

providedmuch of the equipment, and engineering&design consulting servicesnecessary to construct andoperate the advanced water purification system,transport it throughout the state to purifywater andattend events, build a website, conduct participantsurveysandthelongitudinalmediasurvey,anddesignand print outreach materials and swag for events,including informational materials, shirts, beer mugs,coasters,stickersandmore.Thissignificantlevelofin-kind donations is one example of the kind of rippleeffectthatacommunityfoundationprizecompetitioncan create, extending the foundation’s philanthropicimpactinArizonaandbeyond.

WaterNowAlliance|1014TorneyAve|SanFrancisco,CA94129|(415)360-2999

500+ProjectRelated

Tweets

1.3MTwitter

Impressions

163FacebookPosts

1,800+FacebookReactions

$1MAdditionalLeveragedSupport


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AttachmentA:AZPureWaterBrewChallengeMediaCoverage-MaythroughDecember2017

Date Source Type Location Title/Link

11/4/16 TucsonDailyStar print TucsonDrinkup:Arizonawastewater-into-beerproposalwins$250Kgrant

5/22/17 KPHO-cbs5 TV Phoenix Firstlook:Themobileplantthatwillpurifywastewaterforbeer

7/2/17 ArizonaDailySun print Flagstaff Flagstafftestinguseoftreatedwastewaterinbrewingbeer

7/9/17 KTVK-3 TV Phoenix Arizonabreweriestomakebeerwithtreatedwastewater

7/24/17 EnvironmentalLeader web web WaterReuseInnovationLeadstoTop-SellingPickleProduct

7/24/17 TucsonNewsNow TV TucsonReclaimedPimaCountywastewaterwillbeusedtomakebeer

7/24/17 ArizonaPublicMedia TV TucsonMobileUnitLookstoFightTreatedWastewater's'Yuck'Reputation

7/25/17 KNXV-abc15 TV Phoenix Beertobecreatedwithrecycledsewagewater

7/31/17 PhoenixNewTimes print PhoenixPhoenixBrewersAreGoingtoUseReclaimedWastewatertoMakeBeer.Really.

7/31/17 AMWUA web web PureBrew:CampaignPromotesFutureSourceOfDrinkingWater

8/1/17 KPNX-12 TV Phoenix ChallengetoArizonabrewers:Makebeerfromreclaimedwater

8/1/17 KSAZ-fox10 TV Phoenix Localbreweriescompetetomakebestbeerfromwastewater

8/2/17 CBS5/AZFamily web Phoenix Phoenixbreweriesbegintousereclaimedwastewatertomakebeer

8/4/17 TheWatherChannel web webPhoenixBreweriestoMakeBeerwithRecycledWastewater

8/4/17 WaterDeeply web webHowWaterBecametheNewFocusofCorporateSustainability

8/7/17 CapitolWeekly web Sacramento Fromtoiletwatertodrinkingwater

8/7/17 UniversityofArizona web TucsonPureWaterBrewChallengeBringsReclamationtotheForefront

8/11/17 PimaCounty web Tucson BrewerscompetinginAZPureWaterBrewChallengeannounced

8/14/17 AZBusinessDaily web web AZPureWaterBrewChallengeslatedforSept.9inTucson

8/14/17 AudobonArizonaNewsletter

print Phoenix TurningAudubon'sWater&BirdsReportIntoAction

8/31/17 LocalFirstArizona web Phoenix WaterConservationIsBrewingInArizona

9/5/17 KJZZ radio PhoenixNowOnTap:ArizonaBeersMadeFromPurifiedWastewater

9/10/17 YumaSun web Yuma Yumabrewmasteracceptswastewaterbeerchallenge

9/11/17 ArizonaRepublic print PhoenixAllhands:Yes,youshoulddrinkbeermadefromrecycledwater


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9/11/17 TucsonNewsNow web Tucson DragoonBrewingCompanywinsAZPureWaterBrewChallenge

9/11/17 PimaCounty web Tucson AZPureWaterBrewChallengewinnersannounced

9/13/17 CBS5/AZFamily TV/web Phoenix Thistruckistakingrecycledwastewaterandmakingitpure

9/13/17 BusinessInsider web NewYork 3DenverbreweriesontaptobrewColorado'sfirstbeerfromrecycledwater

9/14/17 9NewsColorado web Denver Beermadewithreclaimedwater?

9/14/17 KGUN TV TucsonLocalbrewerywinsstatewidecompetitiontomakebesttastingbeerwithrecycledwastewater

9/14/17 EnvironmentalLeader web Ft.ColinsBrewersStampOuttheStigmaofRecycledWaterwithCraftBeer

9/15/17 KNAU radio Flagstaff EatsandBeats:FlagstaffBreweryCompetesinChallengetoTurnWastewaterintoBeer

9/15/17 PimaCounty web Tucson County-ledeffortfindsnewwaystobrewupreclaimedwater

9/16/17 TheDailyWildcat print Tucson Waterpurificationtruckworkstoshowsafetyofpurifiedwastewater

9/19/17 AZBusinessDaily web Tucson Dragoon’spilsnerwinsArizonaPureWaterBrewChallenge

9/19/17 Fox31 TV Denver 3Denverbreweriesmakingbeerwithrecycledwastewater

9/22/17 CronkiteNews TV Phoenix Wouldyoudrinkbeermadefromwastewater?

9/27/17 LakePowellLife web web WasteWaterBrews!

9/27/17 CronkiteNews web web WouldYouDrinkBeerMadeFromSewerWater?

9/27/17 ArizonaDailySun print Flagstaff ToilettobeertapnoproblemforFlagstaffcraftbrewlovers

9/28/17 TucsonWeekly web Tucson FromWastewatertoColdBeer-Arizonabrewersaremakingsudsfromwhatnow?

9/28/17 TucsonWeekly print Tucson FromWastewatertoColdBeer

9/28/17 SensorexNews web GardenGrove

SensorexDonatesMonitoringInstrumentstoAZPureWaterBrewChallenge

9/29/17 KFYIPhoenix Radio Phoenix ChatAboutTheChrisMerrillShowHour3-9.29.17

9/30/17 AhwatukeeFoothillsNews print Phoenix Breweriesseebusinessinbeermadefromwastewater

10/4/17 AZCapitolTimes print PhoenixFromtoilettotap,brewchallengeshowssafereuseofwater

10/4/17 Food&Wine print NewYorkWastewaterBeer’sSoberingMoral:ManyStillDon'tUnderstandRecycledWater

10/6/17 PimaCounty web Tucson Weusedbeertoproverecycledwaterissafetodrink


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10/6/17 IndustrialWaterWorld web web SensorexDonatesMonitoringInstrumentsToArizonaPureWaterBrewChallenge

10/7/17 TucsonDailyStar print Tucson UAteambuildsdesalinationplantsforwater-scarceNavajoReservation

10/9/17 AMWUA web web OnTheJob:OrganizerKeepsWastewaterTreatmentReliable

10/10/17 HeraldReview print SierraVista Anewwaytobrew:Usingreclaimedwaterincraftbeer

10/22/17 EastValleyTribune print PhoenixOntap:TreatedwastewatercouldbecomingtoEVfaucets

10/24/17 AZFood&Wine web web ArizonaPureWaterBrewChallenge

10/28/17 AhwatukeeFoothillsNews print PhoenixOntap:Treatedwastewatercouldbecomingtoareafaucets

11/15/17 CTGNAmerica TV Washington Coloradocompanyturningwastewaterintobeer

DecemberIssue

PhoenixMagazine print Phoenix WasteNot

DecemberIssue

CivilEngineeringNews print BrewersMakeBeerUsingRecycledWatertoPromotePotableReuseinArizona,Colorado

- pima county...coasters, stickers and more. this significant level of in-kind donations is one...

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