Uncovering the opportunity that would allow Aquasana to get more involved in the community while expanding their audience toward the ever-growing minority segment.

1. Keystone ProjectBy: Rebecca Holden 8.5.11

2. Background Setting of opportunity/background. What needs to be solved. Why it’s important to solve. It’s still unsolved. Challenges of opportunity. 8/5/2011 Rebecca Holden 2

3. Background The Study: Objective: To describe bottled water use and beliefs andattitudes about water among parents of children from differentracial/ethnic groups. Design: Cross-sectional survey. Setting: Urban/suburban emergency department. Participants: Parents of children treated between September2009 and March 2010. Main Outcome Measures: The respondents completed a questionnairein English or Spanish, describing their use of bottled waterand tap water for their children and rating their agreementwith a series of belief statements about bottled water and tapwater. 8/5/2011 Rebecca Holden Source: http://archpedi.ama-assn.org/cgi/content/abstract/archpediatrics.2011.83v1 3

4. Percentage of Respondents 8/5/2011 Rebecca Holden Source: http://archpedi.ama-assn.org/cgi/content/abstract/archpediatrics.2011.83v1 4

5. Children Given Bottled Water 8/5/2011 Rebecca Holden Source: http://archpedi.ama-assn.org/cgi/content/abstract/archpediatrics.2011.83v1 5

6. Conclusions In logistic regression analysis,the following factors were independently associated with mostlybottled water use: belief that bottled water is safer,cleaner, better tasting, or more convenient. Minority parents are more likely to exclusivelygive bottled water to their children. Disparities in bottledwater use are driven largely by differences in beliefs and perceptionsabout water. Interventions to reduce bottled water use amongminority families should be based on knowledge of the factorsthat are related to water use in these communities. 8/5/2011 Rebecca Holden Source: http://archpedi.ama-assn.org/cgi/content/abstract/archpediatrics.2011.83v1 6

7. Bottled Water vs. Tap Even when bottled waters are covered by FDA's specific bottled water standards, those rules are weaker in many ways than EPA rules that apply to big city tap water. City tap water can have no confirmed E. coli or fecal coliform bacteria. FDA bottled water rules include no such prohibition. City tap water from surface water must be filtered and disinfected. In contrast, there is no federal filtration or disinfection requirements for bottled water. Most cities using surface water have had to test for water pathogens that can cause diarrhea and other intestinal problems, yet bottled water companies don't have to do this. City tap water must meet standards for certain important toxic or cancer-causing chemicals. Bottled water is exempt. Cities generally must test at least once a quarter for many chemical contaminants. Water bottlers generally must test only annually. 8/5/2011 Rebecca Holden Source: http://www.nrdc.org/water/drinking/bw/exesum.asp 7

8. Bottled Water vs. Tap City water system operators must be certified and trained to ensure that they know how to safely treat and deliver water -- not so for bottlers. Under FDA's bottled water regulations, bottled water is not required to be any safer than tap water. City water systems must issue annual "right-to-know" reports telling consumers what is in their water; as detailed in this report, bottlers successfully killed such a requirement for bottled water. Current FDA regulation of microbiological contaminants in bottled water do not even specify which microorganisms should be tested or what levels of source water contamination will make it unfit for bottling. By using water that has been "purified", "deionized" or "distilled", bottlers are free from legal obligation to disclose the tap water origin of their product. 8/5/2011 Rebecca Holden Sources: http://www.nrdc.org/water/drinking/bw/exesum.asp http://www.ewg.org/BottledWater/Bottled-Water-Quality-Investigation/Is-FDA-Able-to-Ensure-Bottled-Water-Quality 8

9. Public Opinion “In regards to recommending that we drink tap water instead...that may be okay in certain parts of the U.S. but for example Southern California tap water has to be filtered, and bottled water is a necessity.” “Reminds me of Tobacco executives telling us cigarettes are safe (http://nyt­i.ms/g3uqa­d). Your product is Plastic Bottles they are a plague on the earth and human kind.” “The vast majority of tap water in America is safe. People need to drink it. The solution to the problem in your second line of evidence is education.” Water is a big issue in many communities. Water filters often cost a lot - but they cost less than a bottled water habit.” “Having spent many years in water treatment (both municipal, and a few commercial bottling facilities)…bottled water facilities are not under the same legal scrutiny as municipal plants…. If like most of us you do not like the taste of chlorine, pick up one of those pitchers with a charcoal filter--it will knock out the chlorine and particulates from the line and your plumbing. The filters cost, but for the 10-20 dollars a month they are quoting here, you can replace your pitcher-filter 2-3 times during the month. “ 8/5/2011 Rebecca Holden 9

10. Public Opinion “Two major problems with this article - first, perhaps the reason minorities’ drink more bottled water could be that they have more reason to fear that tap water would be less safe. Not all tap water comes from the same source, or is held to the same standards. Is it possible that minorities, who disproportionately live in low-income areas, actually have less safe tap water?” “I was deployed with the National Guard to help with Katrina. One of the main things we were distributing was bottled water…It was amazing how many contaminates we found during the testing, and how many lots of water we had to refuse. Tap water may not always taste the best, but it rarely is unhealthy.” “As a teacher for more than three decades, we have to do a better job educating African Americans and other people of color families and children about health, food, water, and environmental quality. We must undo this miseducation and misconception about bottled water being safer than tap water with facts and counter the millions of dollars spent "hooking" folks on bottled water.” 8/5/2011 Rebecca Holden 10

11. What We’re Missing Out On Mosaic Aquasana Comparisons Facebook Audience: 8/5/2011 Rebecca Holden 11

12. What We’re Missing Out On 2010 Census: 8/5/2011 Rebecca Holden Source: http://www.census.gov/prod/cen2010/briefs/c2010br-02.pdf 12

13. What We’re Missing Out On Census 2010 8/14/2011 Rebecca Holden Source: http://www.census.gov/prod/cen2010/briefs/c2010br-02.pdf 13

14. Situation Analysis We want our current target audience and our potential audience (minorities) to realize that it’s less costly and greener to filter and bottle your own at home and that city water is regulated more strictly than bottled waters and that Aquasana is the best tasting, healthiest alternative. While incorporating bottled water into your lifestyle is not a bad choice, choosing to decrease plastic waste by decreasing bottled water consumption is a better one. If parents are educated that filtering at home is the best, cheapest alternative to getting great tasting, healthy water (with the bonus of being green), then their kids will be educated about this alternative as well. In comparison, according to a survey, 3rd and 5th grade students who had a high level of knowledge about what could be recycle were 37 percent more likely to claim to recycle regularly. 8/5/2011 Rebecca Holden Survey Source: http://digital.library.unt.edu/ark:/67531/metadc4888/ 14

15. Situation Analysis Competitor Comparison: Two of our competitors are strongly green focused: Brita and PUR. Brita is marketing for the reduction in plastic waste with their “Filter For Good” campaign. PUR is more focused on clean, healthy water, especially for children. In alliance with the Children’s Safe Drinking Water Program, PUR is more focused on providing clean water to under-developed areas. 8/5/2011 Rebecca Holden 15

16. Core Opportunity To increase Aquasana’s presence in the community and to partner with a non-profit to develop a community outreach program that educates our current target audience and our potential audience about how filtering tap water saves money, the environment and that purchasing an Aquasana water filter provides the best tasting, healthiest water at the best value while allowing Aquasana to be involved in the community and build a reputable rapport with our audiences. 8/5/2011 Rebecca Holden 16

17. Goals To get involved in and educate the community by partnering with a non-profit. Using an Aquasana water filter is the best, healthiest and most cost-effective alternative to drinking straight tap and/or bottled water. 8/5/2011 Rebecca Holden 17

18. Objectives 1. Audience: Recreational Teams Behavior: Accept our sponsorship of team. %/#: Sponsor 1-2 recreational teams. Time: September 2011-March 2012 2. Audience: Green-focused, non-profits. Behavior: Desire to work with Aquasana in order to reach out to the community about decreasing plastic waste by purchasing an Aquasana filter. %/#: Partner with one non-profit. Time: January 2012-March 2012 8/5/2011 Rebecca Holden 18

19. Objectives 3. Audience: Minority families. Behavior: To decrease bottled water consumption by purchasing an Aquasana filter to provide healthy, great tasting water to their families. Time: TBD 4. Audience: “Proactive Nurturers”. Behavior: To decrease bottled water consumption and to upgrade their current filtering method to Aquasana. Time: TBD 8/5/2011 Rebecca Holden 19

20. Key Publics and Messages 1. Green-focused, non-profit: Aquasana promotes a healthy and green lifestyle by decreasing plastic waste by offering consumers the best and healthiest alternative to bottled water purchases. Aquasana filters strip out more than 99% of the chlorine, lead, herbicides, pesticides, industrial solvents and cysts found in tap water while preserving its healthiest elements, which include calcium, magnesium, iron and potassium. Winner of Health Magazine's "Healthiest Product" award for 2010. NSF 42 & 53 certified. Filter cartridges last six months (unlike most other competitors whose last 2-3 months) or 500 gallons with a cost of 10 cents a gallon. 8/5/2011 Rebecca Holden 20

21. Key Publics and Messages 2. Minority Families: Bottled waters are regulated by the FDA's specific bottled water standards; those rules are weaker in many ways than EPA’s regulation of city tap water. Cities generally must test at least once a quarter for many chemical contaminants. Water bottlers generally must test only annually. City tap water can have no confirmed E. coli or fecal coliform bacteria. FDA bottled water rules include no such prohibition (a certain amount of any type of coliform bacteria is allowed in bottled water). Any violation of tap-water standards is grounds for enforcement, but bottled water in violation of standards can still be sold if properly labeled. Bottlers are obligated to list on the label the type of bottled water and, for bottled water sourced from a public water system; the label must disclose that fact. However, this requirement can be circumvented by using water that has been "purified", "deionized" or "distilled“; bottlers are free from legal obligation to disclose the tap water origin of their product. 8/5/2011 Rebecca Holden 21

22. Key Publics and Messages Aquasana offers consumers the best and healthiest alternative to straight tap and bottled water purchases. Aquasana filters strip out more than 99% of the chlorine, lead, herbicides, pesticides, industrial solvents and cysts found in tap water while preserving its healthiest elements, which include calcium, magnesium, iron and potassium. Filter cartridges last six months, unlike other competitors whose last 2-3 months, or 500 gallons with a cost of 10 cents a gallon. 8/5/2011 Rebecca Holden 22

23. Key Publics and Messages 3. “Proactive Nurturer” Aquasana promotes a healthy and green lifestyle by decreasing plastic waste by offering consumers the best and healthiest alternative to bottled water purchases. Aquasana filters strip out more than 99% of the chlorine, lead, herbicides, pesticides, industrial solvents and cysts found in tap water while preserving its healthiest elements, which include calcium, magnesium, iron and potassium. Winner of Health Magazine's "Healthiest Product" award for 2010. NSF 42 & 53 certified. Filter cartridges last six months (unlike most other competitors whose last 2-3 months) or 500 gallons with a cost of 10 cents a gallon. 8/5/2011 Rebecca Holden 23

24. It’s important to educate your children on how to not only recycle, but ways they can decrease waste that end up in landfills, especially plastic. Filtering tap water from home instead of buying bottled water is the best way to demonstrate how to reduce plastic waste and to get great tasting water. Reducing waste in addition to recycling helps fight against global warming by eliminating landfill gasses such as nitrous oxide, which is 300 times more potent than carbon dioxide. 8/5/2011 Rebecca Holden 24 Key Publics and Messages

25. Strategies and Tactics 1. Passive Marketing Use more minority images on website. Create a mirror-image website in Spanish. Translate current press kit to Spanish. 2. Partner with/sponsor a local non-profit. Partner with a green-focused, local non-profit and organize a community outreach/education campaign that disseminates information on how tap water is safe and how to decrease plastic waste, including filtering at home with an Aquasana drinking water filter. 8/5/2011 Rebecca Holden 25

26. Strategies and Tactics 3. Sponsor/Partner local recreational team(s) or non-profit recreational team(s) by providing Aquasana filtered water at recreational games for the athletes and parents. Research teams in need of sponsorship. Determine which sport(s) and which team(s) will expose us to our targeted audiences. Ensure good turn-outs at games. 8/5/2011 Rebecca Holden 26