PureWater Proposal

Pure: Water Public Relations Proposal

Encina Wastewater Authority

By: Yasemin Bilge, Lauren Brown, Logan Burns, Kelly Hillock, Natalie Mason, Emily Mosbrucker, Lauren Spinelli and Casady Williams

Fall 2014 – Dr. Kaye Sweetser

Table of Contents

Introduction 1

Situation Analysis 1

History 1

Competitors 5

Internal and External Factors 5

Content Analysis 6

SWOT Analysis 7

Problem Statement 8

Definition of Publics 8

Formative Research 11

Goals and Objectives 12

Message 12

Response to Media Queries 13

Strategies and Tactics 14

Budget 17

Summative Research 20

Recommendations 20

Conclusion 20

Appendices 22

Introduction

The Encina Wastewater Authority (EWA) is a joint public authority owned by the Cities of Vista, Carlsbad and Encinitas, as well as the Vallecitos Water District, the Buena Sanitation District and the Leucadia Wastewater District. EWA provides wastewater treatment services to 300,000 residents in a 125 square mile service area in the Northwestern San Diego County. Each day, EWA deposits 22 million gallons of wastewater in the Pacific Ocean that could be recycled back into San Diego’s drinkable water supply. EWA is currently developing a billion dollar Advanced Water Treatment plant that would process wastewater to drinking water. Researchers at University of California, Davis (UCD) have found that if not addressed, the drought could end up costing Californians over $2.2 billion and the loss of 17,000 jobs1. While the construction costs of the plant would be passed onto to San Diego residents in the form of an increase in water bills and will inconvenience bill payers in San Diego, the reduction in California’s statewide water deficit will help to delay the large scale economic and environmental effects of the drought.

Situational Analysis

History San Diego has been a California leader in water conservation and water recycling for over 50 years. However, most of our city’s motivation to implement a solution is out of necessity, not proactivity. In 1959, Padre Municipal Dam was the first San Diego facility to utilize direct water reuse. At the time, direct water reuse was only considered suitable for irrigation and landscaping consumers like Santee Lakes. Then in 1996, California state health regulators approved the safety of direct water reuse. Two years later, the National Research Council also recognized it as a valid and safe form of water recycling. Despite the approval of health officials, direct water reuse has taken small steps on the legislation path.

Over the past two decades, the Encina Wastewater Authority has promoted and advocated for direct water reuse. Their efforts, along with other San Diego

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water authorities, pushed Governor Jerry Brown to sign state Senate Bill 322 in 2013, which researched San Diego’s capability to implement direct water reuse into society. Furthermore, on Nov. 4, Proposition 1 passed in California midterm elections. Prop 1 will provide $725 million for water recycling initiatives across California, such as Pure: Water San Diego. With this additional support, Pure: Water SD will be able to carry out its 20-year program and provide San Diego with an effective solution to its water crisis. In 1977, St. Petersburg, Florida built the first large urban water reuse system in the U.S. to combat increasing populations and limited water supply. In 2005, the state of Florida issued a report, “Water Reuse: Regulatory and Safety Perspectives,” where the Florida Department of Environmental Protection indicated the state experienced forty years of water reuse with no illnesses. Over the past thirty years, reclaimed water has been utilized for toilet flushing, landscape irrigation and drinking water augmentation2.

The 1987 Clean Water Act Amendments created the Clean Water State Revolving Fund (CWSRF) to replace Construction Grants program. The CWSRF is a loan program that provides low-cost financing to eligible entities within state and tribal lands for water quality projects including all types of nonpoint source, watershed protection or restoration, estuary management projects and more traditional municipal wastewater treatment projects.

Under the CWSRF program, Environmental Protection Agency (EPA) Region 9 provides grants to the states of Arizona, California, Hawaii and Nevada to capitalize individual state CWSRFs. The programs are managed by the states, and loans or other types of assistance for projects are distributed according to each state’s program and priorities. Every year Congress appropriates funds that EPA distributes among the states.

The 1996 Safe Drinking Water Act (SDWA) Amendments created the Drinking Water State Revolving Fund (DWSRF). The DWSRF is a loan program that provides low-cost financing to eligible entities within the state and tribal lands for public and private water systems infrastructure projects needed to achieve or to maintain compliance with SDWA requirements and to protect public health. Small water systems and disadvantaged communities are given higher funding priority.

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Under the DWSRF program, EPA Region 9 provides grants to the states of Arizona, California, Hawaii and Nevada to capitalize individual state DWSRFs. The program is managed by the states, and loans or other types of assistance for drinking water projects are distributed according to each state’s program and priorities. Every year Congress appropriates funds that EPA distributes among the states. States have the flexibility to set aside a portion of their capitalization grant to fund SDWA programs such as the Public Water System Supervision, Source Water Protection (including loans for land acquisition and conservation easements), capacity development and wellhead protection. In the last 26 years, the U.S. EPA provided over $366M in funding for Nevada water projects, according to EPA’s Regional Administrator for the Pacific Southwest. These investments at the federal level help communities throughout the state meet basic needs for clean, safe drinking water and proper wastewater treatment. The funds are used for a wide variety of water quality projects including watershed protection and restoration, water and energy efficiency, wastewater reclamation, and traditional municipal wastewater treatment systems including nonpoint source pollution control. The funds also support drinking water infrastructure, as well as drinking water plant operator training and technical assistance. The EPA’s Pacific Southwest Region administers and enforces federal environmental laws in Arizona, California, Hawaii, Nevada, the Pacific Islands and 148 tribal nations – home to over 48 million people.

Water reclamation has a relatively short and one-dimensional history in the U.S. However, in other countries, water reclamation has experienced growth beyond irrigation purposes. For instance, Singapore launched a program in 2013, called NEWater. NEWater filters sewage water to be used primarily in factories. Additionally, the program bottles its own water to be passed out at community events to increase awareness about its cause. In 2013, this program supplied one-third of Singapore's water supply.

Additionally, Australia has implemented the use of recycled water for drinking. Australia’s recycled water processes differ from most established approaches, because they use a direct potable reuse system (DPR). The DPR approach takes away the “environmental buffer” that indirect potable reuse (IPR)

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systems use. With DPR water goes directly from the treatment plant to the consumers. There are four objectives in the water in the water treatment process to ensure that consumers get high quality water: remove suspended solids remaining from conventional wastewater treatment, reduce the concentration of dissolved substances, disinfection and stabilization of treated water3. Countries with developed or developing water reuse programs now serve as an inspiration for the U.S. to implement water reuse programs to sustain its water supply.

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Competitors EWA does not have traditional competitors, due to the fact consumers can only purchase water from it. Although the Orange County Water District (OCWD) does not provide water to the same municipalities, it provides a model framework for creating support among publics of the use of advanced water treatment and recycled water.

Internal Factors A company’s internal factors look at its communication between employees and management as well as its structural organization. Based on the EWA website, EWA operates as an open system, yet its communication is neither clear nor easy to access as a regular consumer. Without a full-time employee dedicated to EWA’s communication, it fails to remain an expert on recycled water for its publics. Additionally, EWA’s biggest internal factor is its budget. This factor presents a limitation for implementing its messaging, yet by strategically utilizing the available funding, EWA can accomplish its goals.

External Factors A company’s external factors focus on its publics’ opinions and any outside sources helping or hindering the organization. As a government auxiliary, EWA’s stakeholders would be its constituents. The residents of San Diego North County pay taxes and water bills for the use of its services. Therefore, these residents have a direct interest in the way their dollars are being used. The “toilet to tap” slogan and ideology has been detrimental to the public’s opinion for water reuse. It presents a negative perception for the public and disallows the public to fully understand the issue. However, there has been a recent gain in public understanding. The San Diego City Council recently passed “plans to recycle sewage into drinking water”4. The City Council’s unanimous decision marks a shift in public and government knowledge and creates a better climate for EWA to move forward with its campaign.

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Content Analysis Secondary research was done by coding 78 articles. These articles were collected by searching Google News and other online news databases for terms such as “recycled water”, "purple water," "reclaimed water" and "recycled tap water,” among others. Some articles included foreign English-language coverage. The coding categories were inductively created based on media coverage. They were exhaustive and mutually exclusive. The categories covered recycled water uses, reasons for use and likelihood of use. Furthermore, categories reviewed geographic areas, terms (purple water, reclaimed water, etc.), sources quoted, and any parties in support of recycled water. See appendix for further statistical analysis.

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Problem Statement

Every day, San Diegans use over 168 million gallons of water, of which 80-90 percent is imported. Although San Diego is aiming to reduce its water use by 20 percent by 2020, San Diegans still need a more long-term solution to our water shortage. If a solution is not found, there will be large-scale detrimental economic and environmental effects. Publics According to our formative research, 70.8 percent of water utility users and emerging generations are aware of the EWA recycled water efforts. However, there are latent publics within the community. The latent publics are unaware of the recycled water process and have a lack of knowledge on the process. The goal is to make the latent publics see that advanced water treatment is the best solution to eliminate the San Diego drought problem. The aware publics are conscious and knowledgeable about the process but they do not participate in change efforts or communicate with others about the situation. The active publics advocate for the issue of recycled water but are needed to educate latent publics and help move aware publics to become active participants in the push for advanced water treatment. The aware and knowledgeable water utility users in San Diego can directly affect the EWA recycling efforts because they are registered voters in California, can vote on Prop. 1, and are taxpayers in the county. The emerging generations (citizens of the San Diego county who are under 18) in the San Diego County are directly affected by the EWA because in a county-wide drought, things need to be changed in order to protect future generations and sustain the quality of life for San Diegans. In order to reach opinion leaders, town halls, mayors and political influencers in the community, the channels most popular to each demographic should be used. Older, more educated individuals, such as opinion leaders, use traditional news sources. Bills-payers and taxpayers in the community, specifically older publics, can be reached through

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inserts in the water bill envelopes every month to make sure each community member receives one. The younger publics, emerging generations, can be more easily reached through social media. In the older demographic of bill-payers, only 20 percent use new technology to watch online videos. Nine in ten 18-to-29-year-olds (90 percent) watch online videos, compared with 80 percent of 30-to-49-year-olds, 49 percent of 50-to-64-year-olds and just 20 percent of those 65 or older, according to Pew Research Center. Registered voters in the community need to become aware publics in order to be active publics and vote and make decisions regarding the implementation of recycled water. These publics tend to be more educated in the community, 64 percent of these publics had bachelor’s degrees or higher. The best way to reach them using social media would be YouTube. However, according to Pew Research Center, they are more likely to consume cable news. If these publics are not reached using social media, they can be reached using TV news outlets. The emerging generations in San Diego need to become aware and need to be educated on how to be active and what avenues to pursue to become active. Twitter news consumers stand out as younger, more mobile and more educated. 45 percent of Twitter news consumers are 18-29 years old and a core function of Twitter is passing along pieces of information as the story develops, according to Pew Research Center.

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Formative Research The survey was administered orally to a nonprobability sample of approximately 400 people in public places around San Diego. It contained questions on the participant’s perceived knowledge, attitude and behavior toward recycled drinking water options in San Diego. The average age of the participants was 33. The female and male participation rate was relatively even, 53.8 percent of the participants were female while 46.3 percent were male. Many people had previous knowledge of recycled water. The survey showed that 70.8 percent of people had heard of recycled water previously. Of the sample, 78.3 percent were registered to vote. Nearly all of the people surveyed, 96.8 percent, use utilities in their homes, and in the past month, 68.8 percent said they used water at the average rate; 18.8 percent used less than average; and 11 percent used more than average.

The knowledge portion of the survey examined how knowledgeable the participants felt about recycled water, and where they got their information. This was measured using 11 statements which respondents indicated their agreement or disagreement with each statement on a 5-point scale. A one represented that the respondent strongly disagreed, while a five represented that they strongly agreed. A knowledge index was created by adding responses from all 11 statements ranging from 11 to 55. An 11 represented a participant answering one to all the statements, and a 55 answering five to all statements. The survey showed a knowledge index of 27. This means that the respondents were slightly lower than neutral. As far as where the respondents got their information, the most popular mode of knowledge was through news and media outlets. When asked if they recently heard a lot of new options for how San Diego gets its drinking water, the respondents answered slightly lower than neutral, meaning most have not heard any new information. The survey also showed that new information participants hear about recycled drinking water is not likely to changed their existing opinions. Attitude was measured three in different ways: attitude toward recycled drinking water, attitude toward social responsibility of drinking recycled water and risks associated with recycled drinking water. The survey outcomes were optimistic. Survey results showed that people’s attitudes were slightly higher than neutral toward recycled drinking water. The survey showed that the respondents answered a

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mean of approximately 3.8 out of five when asked about the social responsibility of recycled drinking, and the contributions of recycled drinking water to society. The survey also showed that people were concerned about the risks of recycled drinking water. While the survey showed that most people agreed that recycled drinking water will help decrease San Diego’s water shortage, when asked about the risks associated with recycled drinking water the mean answer was a 3.1, indicating that respondents are concerned about the risks associated with recycled drinking water. Behavior was measured by three items that examined whether or not respondents were likely to use recycled drinking water if they had access to it. The survey found that behavioral intention to use recycled drinking water was slightly more positive than neutral. If San Diego was to offer recycled drinking water to its residents, the survey found the average answer to the statement, “it is possible for me to use recycled drinking water in San Diego,” was a 4.05 out of five possible points. This shows that if provided with recycled drinking water, many residents would be willing to use it. When asked if there is a chance that they would use the drinking water the mean answer was a 3.83 out of five, which is above neutral, indicating that there is a strong possibility that respondents would use recycled drinking water. Goals and Objectives Improve Public Knowledge

• To increase the Knowledge Index from 27 to 32 (ten points above the middle point in the range) or by 11 percent over a six-month period.

Improve Public Attitude • To increase the Attitude Index from 58 percent to 78 percent (65 points above current point in the

range) or by 17 percent over a six-month period. Improve Public Behavior

• To increase the Behavior Index from 3.67 to 4 (1 point below maximum point in the range) or by 6 percent over a six-month period.

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Message Each defined target demographic of the EWA will receive the same message. However, it will be tailored differently to fit each publics’ specific needs.

• Advanced water treatment is the best solution to eliminating San Diego’s drought problems. o Opinion Leaders: It is important to inform San Diegans about San Diego’s drought and

advanced water treatment. o Taxpayers and Voters: Although it will have short term hindrances, water conservation and

advanced water treatment will eventually reduce the water shortage in the San Diego County.

o Emerging Generation: We must take action to reduce the drought to improve quality of life. Recycling water will greatly reduce the water deficit.

Response to Media Queries

• What is the Encina Wastewater Authority?

o EWA is a public joint powers authority owned by six agencies (the Cities of Vista, Carlsbad and Encinitas, as well as the Vallecitos Water District, the Buena Sanitation District and the Leucadia Wastewater District), which provides wastewater treatment services in Northwestern San Diego County.

• How many residents are served by the EWA? o The service area encompasses a population of approximately 300,000 residents. Households?

• How large is the EWA service area?

o The EWA service area covers a 125 square mile area.

• Can I take a tour of the EWA facilities? o EWA offers facility tours to the public. To arrange a tour, contact Operations Department staff

at (760) 438-3941.

• What federal agencies oversee the EWA? o At the federal level, the Environmental Protection Agency oversees the EWA.

• What California state agencies oversee the

EWA? o At the state level, the California State

Water Resources Control Board, the California Department of Health Services

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and the Department of Toxic Substances Control oversee the EWA.

• What local agencies oversee the EWA? o At the local level, the San Diego Regional Water Quality Control Board and the San Diego

County Hazardous Materials Division oversee the EWA.

• Where can I find reports and public information regarding the EWA? o Additional information regarding the EWA can be found on their website at

http://www.encinajpa.com/Home/PublicInformation.aspx.

Strategies and Tactics

NGO Partnerships and Sponsors To reach all publics, EWA can form partnerships with non-profit organizations in the San Diego County that are dedicated to water conservation.

• Rise Above Plastics o In partnership with the San Diego Surfrider Foundation is a program aimed to reduce the

impacts of plastic on the marine environment. At three locations around San Diego, the foundation will be passing out reusable grocery bags and sharing information on eliminating plastics from our lifestyle. The EWA can advocate for the reduction of plastics and share information on recycled water by passing out reusable water bottles and providing recycled water stations. An EWA representative can also share information on the future of San Diego’s water supply and why recycled water is the best solution.

• Paddle for Clean Water o The San Diego Surfrider Foundation hosts an annual surf competition promoting water

conservation and coastal cleanliness. The EWA has the opportunity to sponsor this event and provide an information booth on the beach. Every year hundreds of San Diegans visit the competition for music, surf, yoga and guest speakers. An information booth with recycled water stations or reusable Pure: Water Initiative water bottles provided by an EWA representative would promote the program to active publics.

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• Event Schedule for NGO events:

o December 13th, 2014 - Rise Above Plastics partnership with San Diego Surfrider Foundation

o September 23rd, 2015 - Paddle for Clean Water partnership with San Diego Surfrider Foundation

Additional Strategies Essay Contest

• To reach out to emerging generations members from age 8-13 years-old and educate them on the importance of recycled water, EWA can start an essay contest program, where students in the San Diego County can write short essays that highlight the importance of water conservation and how recycled water could reduce drought problems.

EWA Twitter and Facebook Page

• To reach out to emerging generation members from ages 18-29, EWA can create a Twitter page and post daily facts about water conservation and advanced water treatment benefits. Facebook will also be included in the social media calendar to reach out to older audiences ages 30-49. The EWA Twitter and Facebook pages will make latent audiences aware by informing them of San Diego’s water concerns and giving options as solutions, Pure:Water. In addition to daily trends and focuses, days that are dedicated to water (such as World Water Day on March 22) should also be implemented into the content calendar. It is crucial to stay active and consistent on all social media platforms and to interact with the audience. It is important to get the support of prominent figures in San Diego to follow our account and retweet our tweets to gain attention and followers.

Promotional Water Bottles:

• To reach all defined publics, EWA can hand out water bottles with the Pure: Water logo, the EWA website and the EWA Twitter handle printed on each one to encourage people to learn more about advanced water treatment.

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Creating a public relations position at EWA

• To reach all publics, EWA could hire an in-house public relations professional to oversee the execution of this PR plan. The public relations professional would act as an event coordinator and community liaison as well as write and distribute internal/external communications and manage media relations. The public relations professional would need to have an in-depth legal and technical understanding of EWA and the Pure: Water initiative.

Water Bill Insert

• To reach all San Diego bill payers within the taxpayer and voter demographic, EWA could place a small one-third sheet into water bills mailed to residences in the EWA service area. This would specifically target the bill payers and their families and provide them with information regarding water conservation and the advanced water treatment process. Furthermore, water bill inserts will encourage bill payers to visit the encinajpa.com site and to follow EWA on their social media platforms.

30 Second Video

• To reach all publics, EWA could create a 30-second video that highlights the issues caused by the drought and gives them the steps to find a solution, which would be visiting the EWA website to find out more about water conservation, advanced water treatment and recycled water. This video would be posted onto YouTube.

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Budget

The cost of these proposed tactics will exceed the EWA’s proposed budget of $50,000. Although we will be proposing our recommendations, the dominant coalition of the EWA will have the final say on which tactics should be used.

NGO Partnerships and Sponsors Rise Above Plastics Partnership with San Diego Surfrider Foundation

• For three drinking stations: $1,200 - Drinking stations would be transportable, hook up to a water line, and use Pure: Water technology to filter. Only would be used by reusable water bottles or recyclable paper cups5.

Paddle for Clean Water Event • Information Booths: $375 - Three tablecloths to cover 6 ft tables with Pure: Water Initiative logo on

the front6. • Pop Up Tents: $1,254 - Three 10’ x 10’ pop

up tents with the Pure: Water Initiative logo on the front7.

• Drinking Water Stations: Free (If purchased for previous NGO events) - Drinking water stations for reusable water bottle fill-ups or recyclable paper cups.

• Rack Information Cards: $64.73 - Using the same water bill insert information cards, 500 additional prints could be made to pass out at the information booths.

Water Bill Inserts

• For One Month: $751.78 - One insert per water bill for one month would reach all of the 42,267 households in Carlsbad8. Inserts

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would be 3.5” x 8.5” and gloss color both sides9. • For Three Months: $2,255.34 - One insert per water bill for three months would reach all of the

Carlsbad households over a six-month period because water bills are sent bi-monthly. Essay Contest

• For Tickets: Free - Prizes will be donated through partnership with San Diego-based marine programs and facilities.

• For 1,000 flyers: $100.37 - Would be distributed to schools in the San Diego Unified School District10.

• Judging committee can be EWA employees, yet need an employee to be in charge of managing the submitted entries and distributing prizes, facilitating communication between schools and EWA. This can be the PR employee or assigned to a current employee at EWA as necessary.

EWA Twitter and Facebook Page • Cost for Twitter and Facebook Accounts: Free - Twitter and Facebook accounts are free. Facebook

is already set up and appears to be ran by an employee of EWA. However, this employee would need to follow a very specific social media schedule.

Promotional Water Bottles • Cost for 2,500 water bottles: $3,663.55 - Would be distributed at various EWA events11.

Public Relations Specialist • Cost: $37,500 to $40,000 (including the cost of benefits) - A public relations specialist within EWA

would help to ensure all of the proposed strategies and tactics are executed accordingly. Included in the cost of a PR specialist are the hours that would be spent at events hosted by NGOs, the management of the EWA essay contest and the management of the EWA social media accounts.

30 Second Video

• Cost: Free - This video could be created using iMovie for Mac or Windows Movie Maker for PCs. It could be created agency side or by an current EWA employee.

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Billable Hours October 9 8 a.m.- 9 a.m. Everyone attended. October 15 2 p.m.- 3 p.m. Everyone attended. Weekly Report Compiled research, brainstorm, goals and objectives, graphic design, logo and aesthetic ideas. Finalized SWOT, assigned situational analysis, finalized goals and objectives, assigned formative research. Outstanding tasks: finalize formative research, assign strategies and tactics. October 21 8 a.m.- 9 a.m. Everyone attended. Weekly Report Finalized formative research, assigned strategies and tactics. Outstanding tasks: work on budget, recommendations and summative research. November 4 8 a.m.- 9 a.m. Everyone attended. November 11 9 a.m.-12 p.m. Everyone attended. · Emily left at 10 a.m. for work Weekly Report Assigned budget, discussed recommendations, finished summative research. Outstanding tasks: final edits and organization. December 1 7:30 p.m.- 10:15 p.m. Everyone attended. Weekly Report Final edits, organization and format, sources and footnotes.

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Summative Research

Following the implementation of this six-month public relations plan, we recommend the following research methods to gauge success:

• Administer oral survey again in Encinitas and Carlsbad to gauge change in knowledge, attitude and behavior. It would be an online survey that is included in water users’ online bills. To give the water users incentive to complete the survey, those who complete it will be entered into a raffle to win a free water bill. Resident will be unable to view their bill until the survey is completed.

• An additional content analysis following implementation to gauge change in media coverage.

Recommendations

We highly recommend using the following strategies and tactics in order to create a holistic campaign resulting in media engagement, increased knowledge, understanding and change in behavior:

• Hire a PR professional to oversee the following strategies – $37,500 to $40,000 o Paddle for Clean Water Sponsorship – $2,893.73 o Water Bill Inserts – $751.78 o EWA Essay Contest – $100.37 o Social Media – Free

Total Cost of Recommendations – $43,745.88

Conclusion

While costly, implementing a public relations plan to reach out to community members of the San Diego County can increasing knowledge, create positive feelings and increase actions toward funding the creation of an advanced water treatment plant. The production of this plant will not only benefit San Diegans long-term by improving the quality of life issue caused by a water shortage, it was also spare San Diegans the detrimental economic effects of a drought. The production of the advanced water treatment plant shows that EWA is dedicated to sustainability and improving the lives of San Diegans in the present and the future.

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Appendices

A1: Oral Survey 23

A2: Content Analysis

• A2.1: Survey

• A2.2: Results

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A3: Press Release 36

A4: Media Advisory 37

A5: Essay Contest Flyer 38

A6: SeaWorld Donation Request Letter 39

A7: Thank You Note Template 40

A8: Social Media Calendar 41

A9: Promotional Water Bottle 42

A10: PR Professional Job Posting 43

A11: Water Bill Insert 44

A12: 30-Second Video Storyboard 45

A13: Vendor Contact List 46

A14: Media List 47

A15: References 48

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A1: Oral Survey

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A2.1: Content Analysis Survey

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A2.2: Results

United States was mentioned in over half (74 percent) of the articles. Specifically, California was mentioned in 59 percent of them. Nineteen percent of the 78 articles mentioned San Diego. Less than half (approximately 43 percent) of the articles mention current use of recycled water and 35 percent included specific statistics about use. Desalination water was mentioned in 29 percent of the articles, reclaimed water in 19 percent, and purple water in 17 percent. Most of the articles (82 percent) mentioned using recycled water as drinking water. A majority (65 percent) mentioned that the reason for using recycled water is because of the drought and 55 percent mentioned that it was to mitigate water shortage. Using recycled water to ensure safer quality of water was mentioned in 41 percent of articles. A majority (56 percent) mentioned cost as being an issue with using recycled water. A local government official was mentioned in a little over half of the articles.

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A3: Press Release

FOR IMMEDIATE RELEASE Encina Wastewater Authority announces partnership with local nonprofit Surfrider Foundation Encinitas, California December 4, 2014 Contact: [Public Relations Specialist] (760) 438-3941 [Email] 6200 Avenida Encinas, Carlsbad CA. 92011 www.encinajpa.com SAN DIEGO -- The Encina Wastewater Authority (EWA) is partnering with local nonprofit, Surfrider Foundation, to further both organizations’ commitment to protecting the Pacific Ocean. As EWA is committed to water treatment options and Surfrider is committed to protecting the oceans, both organizations will be calling for an increased awareness in water conservation and water recycling. By joining forces, the EWA and Surfrider Foundation aim to provide knowledge and cross-sectional information to all communities. EWA will provide reusable water bottle stations at Surfrider events as well as reusable water bottles. About Encina Wastewater Authority

Founded in 1961, the Encina Wastewater Authority is an environmental leader in the wastewater treatment industry. EWA offers four products and services designed to provide sustainable and fiscally responsible wastewater services to the communities it serves while maximizing the use of alternative and renewable resources.

To learn more about the work being done at EWA to protect the Pacific Ocean, and how this work translates to and enhances the quality of life in north San Diego County, visit www.facebook.com/encinawastewaterauthority or follow on Twitter, @encinawater.

About The Surfrider Foundation

The Surfrider Foundation is a non-profit grassroots organization dedicated to the protection and enjoyment of our world’s oceans, waves and beaches through a powerful activist network. Founded in 1984 by a handful of visionary surfers in Malibu, California, the Surfrider Foundation now maintains over 250,000 supporters, activists and members worldwide. For more information on the Surfrider Foundation, visit surfrider.org.

# # #

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A4: Media Advisory

Pure: Water Initiative Media Advisory For Immediate Release December 9, 2014

Contact [Public Relations Specialist]

(760) 438-3941 [email protected]

6200 Avenida Encinas, Carlsbad CA. 92011 www.encinajpa.com

Join the Pure: Water Movement

Who: Encina Wastewater Authority What: Pure: Water Initiative When: 9 a.m. Tuesday Dec. 9, 2014 Where: Encina Wastewater Authority 6200 Avenida Encinas, Carlsbad CA. 92011 Parking for media affiliates is available in the visitor parking lot Why: EWA will be providing information regarding the recent approval for long-term water recycling in San Diego county. EWA will discuss its goals and objectives for water recycling as well as provide relevant information and answer any questions regarding water recycling. Following the briefing, EWA will answer media queries. About Encina Wastewater Authority Founded in 1961, the Encina Wastewater Authority is an environmental leader in the wastewater treatment industry. EWA offers four products and services designed to provide sustainable and fiscally responsible wastewater services to the communities it serves while maximizing the use of alternative and renewable resources.

To learn more about the work being done at EWA to protect the Pacific Ocean, and how this work translates to and enhances the quality of life in north San Diego County, please follow our Facebook page, www.facebook.com/encinawastewaterauthority or Twitter, @pureencina.

# # #

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A5: Essay Contest Flyer

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A6: SeaWorld Donation Request Letter

To: [email protected] From: [email protected] Subject: Donations for EWA Essay Contest To Whom it May Concern, Encina Wastewater Authority is sponsoring an essay contest for all San Diego County elementary and middle schools in order to educate San Diego’s youth on the importance of water reuse and conservation. We would like to offer the student who excels with the best essay in both the elementary and middle school division a prize for their time and exemplary skill. Please consider donating SeaWorld tickets to be used as a prize and incentive for students to participate in our essay contest. Your donation will be used to award two students (one in elementary school, one in middle school) for their essay. By partnering with the EWA, SeaWorld will demonstrate its solidarity with our recycled water efforts and its commitment to the San Diego community. Attached is a draft of our contest flyer, with details regarding the rules for participants. Please don’t hesitate to contact us with further questions or concerns. We hope you consider a sponsorship with the EWA and look forward to working with SeaWorld in the future. Best, Public Relations Specialist Encina Wastewater Authority

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A7: Thank You Note Template

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A8: Media Calendar

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A9: Promotional Water Bottles

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A10: PR Professional Job Posting

Company: Encina Wastewater Authority Position: Public Relations Specialist Job Description: Our ideal candidate will handle the company’s internal and external communications, Internet communications, social media and public relations campaigns. The person must be able to plan and implement effective and successful public relations campaigns, and must maintain trust and excellent status with the company’s clients and publics. Requirements:

• Bachelor’s degree in public relations, communications, or related fields. • Understanding of key client information, including general business strategy, industry issues, products

and services, key customers and competitors. • Proficient understanding of research and media list building tools (Cision, Factiva, Critical Mention,

etc.)

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A11: Water Bill Insert

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A12: 30 Second Video Storyboard

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A13: Vendor Contact Information

1. PureWaterTech.com • 1 (855) 600-4799

2. CustomBannerLab.com • 1 (317) 956-3898

3. TradeShowStuff.com • 1 (800) 969-9913

4. PrintRunner.com • 1 (888) 774-6889

5. Inkhead.com • 1 (800) 554-0127

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A14: Media List

Voice of San Diego 2508 Historic Decatur Rd. STE 120 San Diego, CA 92106 Phone: (619) 325-0527 Contact: [email protected]

San Diego Union Tribune P.O. Box 120191 San Diego, CA 92112 Phone: (800) 533-8830 Contact: Deborah Sullivan Brennan UT Environment reporter (619) 293-2034

San Diego Daily Transcript 2131 Third Ave. San Diego, CA 92101 Phone: (619) 232-4381

KGTV TV Ch. 10 4600 Air Way San Diego, CA 92102 Phone: (619) 237-1010

KNSD TV Ch. 7/39 225 Broadway San Diego, CA 92101 Phone: (619) 231-3939

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A15: References

1. Howitt, R., Medellin- Azuara, J., MacEwan, D., Lund, J., & Sumner, D. (2014, July 5). Economic Analysis of the 2014 Drought for California Agriculture.

2. What is Water Reuse? - History | A Thirsty Planet. (n.d.). Retrieved December 3, 2014, from http://www.athirstyplanet.com/be_informed/what_is_water_reuse/history

3. A Short Guide to the ATSE Report Drinking Water Through Recycling. (n.d.). Retrieved December 3, 2014, from http://www.atse.org.au/Documents/Publications/Reports/Water/drinking-water-through-recycling-short-guide.pd

4. SD OKs landmark water recycling. (n.d.). Retrieved December 3, 2014, from http://www.utsandiego.com/news/2014/nov/18/water-recycling-sewer-tap-council-approves

5. BESTOPPORTUNITY CHOICE. (n.d.). Retrieved December 3, 2014, from http://www.purewatertech.com/opportunity2

6. Trade Show Tablecloths. (n.d.). Retrieved December 3, 2014, from http://www.custombannerlab.com/trade-show-tablecloths.html?productid=trade-show-tablecloths&channelid=FROOG

7. Pop Up Event Tent 10x10 Canopy. (n.d.). Retrieved December 3, 2014, from http://estore.tradeshow-stuff.com/Pop-Up-Event-Tent-10x10-Canopy-s/415.htm

8. Carlsbad. (n.d.). Retrieved December 3, 2014, from http://www.point2homes.com/US/Neighborhood/CA/Carlsbad-Demographics.html

9. Business Flyers. (n.d.). Retrieved December 3, 2014, from http://www.printrunner.com/business-flyers-printing.html

10. Glossy Business Flyers. (n.d.). Retrieved December 3, 2014, from http://www.printrunner.com/

11. 24 oz Push/Pull Top Translucent Sport Bottle. (n.d.). Retrieved December 3, 2014, from https://www.inkhead.com/24-oz-pushpull-top-translucent-sport-bottle/18419

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PureWater Proposal

Documents

Transcript of PureWater Proposal