How to shape and execute compelling consumer facing campaigns around water- new case studies

1. Omar Mitchell National Hockey League
@omarmit
Lee Spivak Waste Management
@WasteManagement
Ben Butler Stella Artois @bebutler
Deanna Bratter WhiteWave Foods Company
@DeannaBratter
Julie LaGuardia Water.org @water
#SB15sd
How to Shape and Execute Compelling
Consumer-Facing Campaigns Around
Water: New Case Studies

2. How to Shape and Execute
Compelling Consumer-facing
Campaigns around Water:
New Case Studies

3. PANELISTS:
Lee Spivak, Senior Associate, Sustainability
Services, Waste Management
Ben Butler, Global Content Director, Stella Artois
Julie LaGuardia, Brand Partnerships, Water.org
Omar Mitchell, Sr. Director, Public Affairs &
Sustainability, National Hockey League
MODERATOR:
Deanna Bratter, Director of Corporate
Sustainability, WhiteWave Foods

4. A Global Water View
• In 15 years, the demand for water is set to outstrip supply by
40%, and 2 out of 3 people will live in areas of water stress
compared to 1 in 5 today.
• The World Economic Forum ranked water crises as the #1
global risk in terms of impact.
• If business as usual water management continues for the next
15 years, 45% of total GDP or 1.5x today’s entire global
economy will be put at risk.
• Goldman Sachs disclosed to CDP that it’s anticipated that
water will have more rapid and unavoidable consequences for
some businesses than carbon.

5. ImpactResponsi
bility
Rights
When you are working with a critical and limited
natural resource the challenges and stakeholders are
vast and complex
Risk
Engagement
PollutionACTION
Access
Cost
Awareness
Regulation
Security
Scarcity
Policy
Quality

6. Compelling
and Engaging
Water
Campaigns

7. WhiteWave.com
WhiteWave
NYSE listed (WWAV)
100% public ownership
$3+ billion
June 30, 2014 LTM Net Sales
Denver, CO – Corporate HQ
Broomfield, CO – North American HQ
Ghent, Belgium – European HQ
Shanghai, China – China JV HQ
3,900
Employees
8 US Manufacturing
Facilities

8. WhiteWave.com
Plant-based foods
& beverages
Premium dairy
Coffee creamers
& beverages
Plant-based
foods
& beverages
2014 Net sales: $3.3BN1
Organic greens
& produce
Our Brands

9. WhiteWave.com
Our Mission
Responsibly
Produced
Good for
the Planet
CHANGING
THE WAY THE
WORLD EATS
FOR THE
BETTER
CHANGING
THE WAY THE
WORLD EATS
FOR THE
BETTER
Innovative
Responsibly
Sourced
ConvenientGreat
Tasting
Good for
People
Flavorful
Sustainable
Nutritious

10. WhiteWave.com
Our Commitments
Produce Food Responsibly
Reduce our Environmental Impacts
Display Transparency and Continuous Improvement

11. WhiteWave.com
G OA L : R E D U C E E N V I R O N M E N TA L I M PA C T
F O C U S : N O N - I N G R E D I E N T WAT E R
TA R G E T : 1 5 % R E D U C T I O N BY 2 0 2 0
P R O G R E S S : 2 0 0 3 - 2 0 1 4 R E D U C E D C O N S U M E D WAT E R BY 4 %
A P P R OA C H : M A N A G I N G U P S T R E A M A N D D O W N S T R E A M
I M PA C T S O F WAT E R U S E A C R O S S O U R S U P P LY
C H A I N A N D W I T H I N O U R O P E R AT I O N S
CONSERVE
• Plant efficiency
• Water Recovery & Reuse
(innovative technology)
• Agricultural Water Use
Optimization
• Silk YAYWater! Campaign
• PCR & Recyclable
Packaging
RESTORE
• Water Restoration
Certificates (balance 100%
of WW Plants’ net water)
• Change the Course
Campaign
• Colorado River Project
PROTECT
• Silk LCA & Water
Footprint
• Organic Farming Practices
• California Almond
Supplier collaboration
• SDDF McKenzie River
Trust Partnership
Our Approach to Water

12. WhiteWave.com
Committed to Water Restoration
930,690,000
Million gallons restored
13-14
Water flow restoration
projects supported
1,410
Olympic-sized
swimming pools
filled
6
Years of
water action
The collective impact of all WhiteWave brands + corporate by the end of 2014

13. WhiteWave.com
Consumer Activation

14. WhiteWave.com
Change the Course
In 2013, Silk was the first brand to join the national
water sustainability campaign Change the Course,
which now has 125,437 individual pledges across all
50 US States and 122 countries and has supported 11
new WRC projects in the Colorado Basin, with at least
8 more in the pipeline.
3 BILLION
GALLONS
RESTORED!

16. The WMPO WATER CAMPAIGN
SB’15 San Diego
Lee Spivak
Senior Associate
Waste Management

17. Waste Management Phoenix Open
Overview
Zero Waste Challenge
Water Conservation and Restoration
• Water Consumption
• WMPO Water Campaign
• WMPO Change the Course Microsite
• On-course Engagement
• Expo Booth
• Off-course Initiatives
• Social Media
Energy Management
Transparency
• WMPO Sustainability Report
• Council for Responsible Sport
• UL Environment Diversion Validation
©2015 Waste Management

18. Waste Management Phoenix Open
Zero Waste Challenge
Recycling and Compost Boxes
©2015 Waste Management
Course Signage Liquid Collection

19. Waste Management Phoenix Open
Attendee Engagement and Volunteer Coordination
In 2014, WM created “Zero Waste
Stations” from repurposed 40-cubic yard
roll-off dumpsters.
Fans can drop off various items for
volunteers to sort; volunteers educate
attendees and increased awareness of the
diversion goals.
Two local non-profits supply volunteers;
WMPO made donations to each
organization based on the hours they
could commit.
©2015 Waste Management

20. Waste Management Phoenix Open
In 2013 and 2014, WM diverted 100% of all
tournament materials from the landfill; on track for
100% diversion in 2015 as well.
Reuse initiatives:
• In 2014, the WMPO used 87,531 sq. ft. of signage
• Over 65% reused from the 2013 event
• Over 73% was stored for reuse in 2015
• In 2015, 12.5 tons of scrim, carpet, turf and vinyl
to the Habitat for Humanity ReStore
• In 2015, over 15 tons of perishable food donated
• 140,000 reused golf balls in one WM water fixture
• 750,000 reused golf tees made from 100% recycled
content in the other WM water fixture
Diversion and Reuse
©2015 Waste Management

21. Waste Management Phoenix Open
Course Water Consumption
©2015 Waste Management
Water Usage 2010 2011 2012 2013 2014 2015
Fresh, metered 44,200 65,570 40,400 50,510 76,320 47,340
Fresh, portable toilets 16,500 17,856 18,520 19,184 19,060 21,047
Bottled - - 16,836 25,313 18,842 24,996
Graywater, reused - -1,476 -3,138 -4,800 -4,645 -6,100

22. Waste Management Phoenix Open
The WMPO Water Campaign
©2015 Waste Management
WM purchased Bonneville
Environmental Foundation’s (BEF)
Water Restoration Certificates
for all metered fresh water used
at the 2014 WMPO. Credits
represent verified restoration to
a critically dewatered river,
stream or wetland during vital
times of the year.
In 2015, WM joined BEF’s Change
the Course Campaign, restoring
over 35 million gallons of water
to the Colorado River Basin and
the Verde River.

23. Yampa River (CO)
Colorado Delta
(US/MX)
Current projects
Coming soon
US Bureau of Reclamation, Upper Colorado Region
Verde River (AZ)
Roaring Fork (CO)
Fraser River (CO)
West Fork Clear
Creek (AZ)
Escalante (UT)
Gila River (NM)

24. Waste Management Phoenix Open
WMPO Change the Course Microsite
©2015 Waste Management

25. Waste Management Phoenix Open
On-course Engagement
©2015 Waste Management

26. Waste Management Phoenix Open
Expo Booth
©2015 Waste Management

27. Waste Management Phoenix Open
Off-Course Initiatives
©2015 Waste Management

28. Waste Management Phoenix Open
Social Media
©2015 Waste Management

29. Waste Management Phoenix Open
Energy Management
• Since 2011, 100% of electricity has
been provided by renewable sources
• Since 2011, solar power has been
used to power WM’s hospitality tent
• Solar light towers and solar
compactors continue to be used in
key locations on the course
• Stopped using diesel generators in
2014
• In 2015, WM worked with ClimeCo to
offset 300 MtCO2, covering all
internal operations and all WMPO pro
player travel
©2015 Waste Management

30. Waste Management Phoenix Open
Other Programs
PGA TOUR Sustainability Challenge
• WM invited all PGA tournaments to complete a questionnaire and detail
their respective sustainable event initiatives; the winner is invited to
attend the WMPO as well as the Executive Sustainability Forum
2015 WMPO Executive Sustainability Forum
• Over 200 attendees; streamed on GreenBiz.com to over 38,000 viewers
Day in the Life Tours
• Behind-the-scenes tour of tournament operations and sustainability
initiatives for any interested stakeholders
WMPO Awards
• “Sport For The Environment” Award from Beyond Sport
• “Project of the Year” from the Environmental Leader Product and
Project Awards
©2015 Waste Management

31. 2014 Waste Management Phoenix Open
Transparency
Council for Responsible Sport, which formally recognizes
the successful completion of a socially and environmentally
responsible sporting event. We achieved Gold certification
from the Council in 2013, marking the first certification for
a golf tournament, and we are on track to achieve at least
Gold for the 2015 WMPO.
Underwriters Laboratories Environment Inc. for a third-
party verification of the event’s diversion in 2013,
achieving “100% landfill diversion rate with 12% incineration
with energy recovery.” In 2014, WM worked with ULE to
achieve an even higher level of diversion: “Zero Waste to
Landfill Operations with 10% incineration with energy
recovery”.
ISO20121 - Sustainable Management Tool
Event Organizers Sector Supplement - Reporting
Framework
Annual WMPO Sustainability Report
©2015 Waste Management

32. Waste Management
Waste Management
www.wm.com
Waste Management Sustainability Services
www.wmsustainabilityservices.com
Email: lspivak@wm.com
Questions

34. Stella Artois + Water.org
Buy a Lady a Drink
June 2015

36. Brand Audience
750MM people lack
access to clean water
Want brands to have a
deeper purpose
Want to have shared values with
brands/products they choose
Stella Artois: Why Water?
Need
Key ingredient
Key to our communities
Active in conservation,
watershed protection,
agricultural development

37. Why Water.org?
✓ Percentage of funds directed to programs
✓ Impact size + geographies
✓ Market-driven approach
✓ Monitoring/evaluation
✓ True leader in bringing innovative and lasting
solutions
to the global water crisis, particularly through
WaterCredit

38. Relevant to both
brands & mission
Personal & respectful
Clever connection
to cut through the clutter
Globally conscious
Sophisticated & cultured
Premium storytelling
New audiences
International presence,
resources & voice
Water.org: Why Beer?
Brand Reach
Message

39. Collaboration Shared Goals
Impact & expertise of a
leading non-profit
+
Resources of world’s
leading global brewer
Drive awareness of the
global water crisis
Engage consumers
Help provide clean water
to people in the
developing world
A Groundbreaking Partnership
First social impact
campaign for Stella
Artois
First global campaign &
largest consumer brand
investment for Water.org
Firsts

40. The Idea…
Women are at the
heart of the
global water crisis

41. The Idea…
They spend 200 million hours a
day collecting water

42. The Idea…
A journey that
we can help end

44. Core Campaign Mechanic

45. Artwork inspired by traditional handcrafted objects from featured countries
India | textiles Honduras | pottery Ethiopia | baskets
Chalice Artwork

46. Co-Branded Packaging

47. Presence On Premise
Table tents Coasters

48. VIDEO INSTAGRAM
INFLUENCER
Matt Damon :90
Documentaries x4
Pre-roll
Women’s Journeys
IMMERSIVE
CAMPAIGN HUB
X15 posts
Chris Ozer, 601k
followers
SOCIAL POSTS
Chalice promo
Milestone updates
TVC
‘Chalice’
Supported by a Rich Content Narrative

49. ✓ A sense of Journey: literal (before) + figurative (after)
✓ Through the lens of those affected
✓ An intimate portrayal of the everyday
✓ Relatable personal moments
✓ Empowerment
✓ Cinematic, emotive filmmaking
Content Filters

50. Real Women, Real Stories

51. Social Content Series

52. Sundance Film Festival Launch Event

53. First-ever co-branded TV spot for Water.org
10,000 site visits within minutes of TVC debut
4,500 chalices sold within 24 hours after TVC debut
Oscars Spot

54. World Water Day

55. World Water Day – Retweet to Donate Campaign

56. Earth Day

57. Measuring Impact & Success
People
Number of chalices sold =
Number of individuals who gain
access to clean drinking water
Planet
Fulfilling
Better World aspirations
Profit
Brand equity
Social sentiment
Purchase intent
Volume

58. Results to Date
Increases in brand awareness and consideration
over the campaign period
More than
75,000 chalices
purchased
=
More than
75,000 people
with access to clean water

62. 62
“The NHL is committed to promoting more sustainable business practices with Member Clubs, players,
fans, employees and partners to be more responsible stewards of the planet by reducing the use of
resources, and reusing and recycling equipment and materials.”
Sustainable Brands 2015
June 3, 2015
2015 NHL GREEN UPDATE

63. 63
THE BIRTHPLACE OF OUR GAME…

64. 64
IS DIRECTLY IMPACTED BY CLIMATE CHANGE AND FRESH WATER SCARCITY
The Colorado River; image courtesy of Bonneville
Environmental Foundation BEF’s Change the Course CampaignIce melting in the Artic shelf; Image credit: Reuters

65. 65
65
ICE HOCKEY IS AMONG THE MOST ENERGY INTENSIVE OF ALL PROFESSIONAL SPORTS
SO, WE MADE A COMMITMENT TO IMPROVE THE ENVIRONMENTAL
SUSTAINABILITY OF OUR BUSINESS

66. 66
66
TO PRESERVE THIS GREAT TRADITION FOR FUTURE GENERATIONS

67. 67
Tracking Impacts
Encourage a behavioral change by increasing
awareness of resources used
Reducing Energy, Waste & Water
maximizing resource-use efficiencies to
improve our overall environmental footprint
Offsetting Impacts
Mitigate emissions by renewable energy
credits, carbon offsets and water restoration
Inspiring Environmental Progress
Influence fans, players & teams, business
partners and employees around green
Supporting Environmental Programs
Support environmental causes and change
perceptions or behaviors related to our sport
EVOLUTION OF NHL GREEN GOALS
Since 2010, NHL Green has grown
into one of the most robust
environmental sustainability
platforms in pro sports
The comprehensive, high-impact initiative that seeks to lessen the environmental
impact of the sport.

68. 68
3
NHL Arenas currently LEED Certified
(at least 3 more expected by 2017)
3NHL Arenas achieved
ISO 14001 Certification
9NHL Clubs received awards
from the U.S. EPA
25NHL facilities performed an energy,
water or waste audit within the last 2
years
8NHL Clubs have an established
sustainability mission
16NHL Clubs are Green Sports
Alliance Members
30NHL Clubs have one designated
Sustainability Representative
10NHL Arenas have composting
programs
(all 30 have a recycling program)
NHL CLUBS ARE ALREADY COMMITTED TO SUSTAINABILITY
Clubs and their venue partners prioritize sustainability throughout their organization

69. 69
Hockey players — both active ones and alumni — are often lauded for their
social consciousness. Many have developed a passion for environmental issues because they want to see
future generations receive an opportunity to play hockey outside, as they once did.
NHL PLAYERS ARE ACTIVE IN THIS SPACE

70. 70
✓ ✓ ✓
✓ ✓ ✓ ✓ ✓ ✓
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✓ ✓ ✓ ✓ ✓ ✓
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✓ ✓
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✓ ✓ ✓
A TOP PRIORITY OF NHL BUSINESS PARTNERS
Partners consistently prioritize environmental issues as part of their broader
Corporate Social Responsibility (CSR) initiatives

71. 71
NHL FANS ARE ENGAGED
“61% of US adults follow sports, while only 13% follow science. Sport has the power
to be culturally influential and drive environmental awareness in a mainstream way”
– Dr. Allen Hershkowitz Ph.D.; Former Senior Scientist, NRDC & President Green Sports Alliance
Source: Scarborough Research: 2011 release total (August 2010 - March 2011)
Base: Total Adults 18+

72. 72
Beyond 2015
NHL GREEN MILESTONES
NRDC and NHL partner to green premiere events
‘08
The NHL officially launches NHL GREEN at the
2010 BRIDGESTONE NHL WINTER CLASSIC‘10
The NHL launches the Water Restoration Project
with GALLONS FOR GOALS‘11
NHL GREEN announces the LEGACY TREE
PROJECT‘12
NHL GREEN announces HATTRICK FOR TREES
‘13
The NHL launches its FOOD RECOVERY
INITIATIVE‘10
2014 NHL Sustainability Report released, the first document
of its kind by a major sports league in North America‘14
Constellation becomes official NHL Energy Services Provider,
counterbalances CO2 emissions for 14-15 season‘14
‘15 NHL Green Symposium in June 2015 will celebrate past 5 years
and explore future sustainability opportunities‘15
NHL Green to release Community Rink Green Operations
Handbook, promotes green venue operations in local rinks‘16
NHL Green to release the 2017 NHL Sustainability Report to
coincide with the NHL Centennial celebrations‘17
 Winner – US EPA
“America Recycles Day Award”. Nov 2011
 Winner – BEYOND SPORT
“Sport for the Environment Award” Dec 2011
 Winner – COMMUNITAS “Leadership in Ethical &
Environmental Responsibility Award”. Mar 2013
 Winner – GREEN SPORTS ALLIANCE Commissioner
Bettman receives the “GSA Environmental
Leadership Award”. Jul 2014
 Ranked – US EPA #17 in the Top 100 List of the
largest users of green power in the US. Jan 2015
Awards

73. 73
Green Venue Operations
• Operational Cost Savings
• Energy Efficient Retrofits
• Best Practices Sharing
Corporate Partnerships
• Sponsor Event Activation
• Campaign Partnerships
• Accessing Corp ‘Green’ $$
Communications & PR
• Club and Fan Engagement
• Differentiation among Leagues
• Broadcast/digital media
Revenue Generation Cost Savings Overall Brand Enhancement
Bottom Line Value Creation
BUSINESS CASE FOR GREENING IN PRO SPORTS

74. 74
• Provides case studies of the environmental initiatives of all
Clubs and their venue partners
• Positive reaction across traditional & social media: U.S. News
& World Report, Fortune, Sports Business Journal,
Huffington Post, Triple Pundit
"The 2014 NHL Sustainability Report is arguably the
most important statement about the environment ever
issued by a professional sports league.”
- Allen Hershkowitz, PhD; President, Green Sports Alliance
2014 NHL SUSTAINABILITY REPORT
The Report is first of its kind from any major US pro sports league and showcases
the NHL’s commitment to sustainability

75. 75
GREEN VENUE OPERATIONS: CLUB CASE STUDIES
NHL Green is a major resource for Clubs/venue partners in efficient arena operations
Description Location/Club Arena Opportunity/Execution Impact
LED Lights Montreal Canadiens In Fall 2012, Centre Bell was the first NHL arena to install
LED game lights, which illuminate the ice surface
• Highly efficient, dimmed easily and are instant on
• seamlessly integrated into existing building controls
technologies
Produces significant
energy savings – about
30-40% savings in
electricity costs typically
Anaerobic
Digesters
Toronto Maple Leafs The ACC’s Anaerobic Digesters take food scraps and
processes it into water
• Reduces waste hauling costs, especially in markets
where landfill fees are high
• Allows the Club/venue a cost-neutral operations
solution for organic waste
Reduces waste to landfill
costs by 25%-30%
compared to baseline
year
Fuel Cell Energy
Servers
San Jose Sharks
Anaheim Ducks
Fuel Cell Energy Servers are on-site energy creation sources
that create electricity rom natural gas thereby reducing
electricity-from-the-grid use
• Lease financing makes this technology attractive to
facility operators; municipal incentives offered
• Beneficial for Clubs/Arenas in high energy markets
Fuel Cells create 80% -
90% of energy on non-
game days, and 20% -
30% of electricity use on
game days. In addition,
fuel cells can be used as a
backup power supply
Real Time Building
Management
Systems
Vancouver Canucks
Minnesota Wild
Real Time Data Building Management Systems (Continuous
Recommissioning) allows facility managers to fine tune
their arenas to make them more energy efficient
• System can provide real time environmental footprint
data to fans
Shift Energy and Rogers
Arena realized 15% - 20%
reduction in electricity
costs by installing their
EOS system

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Constellation, a leading competitive energy and services company, is now the
Official Energy Services Expert of the NHL
CORPORATE PARTNERSHIPS: CONSTELLATION
"Our partnership with Constellation advances our commitment to
promoting responsible energy use by the NHL... Everyone who
loves our game will benefit by taking an active role in preserving
the environment and the roots of the game.“
- NHL Commissioner Gary Bettman
Raising Awareness of
Environmental Issues and
Sustainable Solutions
Counterbalancing our Carbon
Footprint
Optimizing Energy Efficiency in
NHL Arenas

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“WATER IS IN THE DNA OF ICE HOCKEY”

78. 78
WATER USE IN THE NHL

79. 79
The NHL is committed to restoring and replenishing fresh water in our
communities, in an effort to raise awareness of water scarcity
The Colorado River: Water Restoration Credits RECs contribute
to the river restoration for BEF’s Change the Course Campaign
30M+GALLONS OF WATER
RESTORED SINCE 2011
 In partnership with Bonneville Environmental Foundation
 Officially kicked off in 2011
 Significant press for the initiative, including mentions in the NY Times and other
national publications

80. 80
For every goal scored during the season, the NHL restores 1,000 gallons of water to de-
watered waterways across N.A. through purchase of water RECs
The Colorado River: Water Restoration Credits RECs contribute
to the river restoration for BEF’s Change the Course Campaign
 On average, the League restores over 6 Million gallons of water per season
 Measure of Impact: Amount of water restored
 Gallons for Goals is now connected to BEF’s Change the Course Campaign

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NHL.com/green micrositeFAN AWARENESS & SOCIAL MEDIA USE
 On the NHL Green microsite homepage
 Measure of Impact: Amount of water restored
 Link to learn more – directs fans to BEF and their
call-to-action

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NHL.com/green micrositeEMPLOYEE AWARENESS & SOCIAL MEDIA USE
 Working with BEF on their Text to Pledge campaign
 Get internal executive awareness
 Engage employees in environmental initiaitives

83. 83
NHL.com/green micrositeGETTING CLUBS ENGAGED
NHL Clubs that have signed on for the “Change the Course” Campaign
Los Angeles Kings
Carolina Hurricanes
Tampa Bay Lightning
Vancouver Canucks
2.
3.
4.
5.
Anaheim Ducks
1. Highlight team’s water conservation efforts
and why they care about water “Why we
do what we do”
Engage Fans (and Partners) in Call to
Action to pledge to conserve water
“What you can do”
Local Community Engagement in
related to water “What we can do
together”
1
2
3
1

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NHL.com/green micrositeFAN AWARENESS
Examples of Club activation with BEF
The Ducks make announcement each time a goal is scored
and host a photo booth activation at their Sunday Hockey
both inviting fans to text pledge to conserve water.
1 free text pledge to conserve water = 1,000 gallons
restored. Fan’s individual action connects to a bigger yet
tangible project.
The Wild will host water education activations in-game
between December and April
“Stormdrain Goalie” concept activation in the arena concourse level

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NHL Green Team:
• Craig Harnett – Sr. Executive Vice President, CFO
• Omar Mitchell – Sr. Director, Public Affairs & Sustainability
• Alex Townsend-Mitchell – Sr. Manager, Club Business and Analytics
• Paul LaCaruba – Manager, Public Affairs & Sustainability
Icon credits: The Noun Project – Wilson Joseph (Chart); Rediffusion (Decrease); Fabio Grande (Windmill); Kelcey Benne (Carbon
Footprint); Jerry Wang (Inspire); Bohdan Burmich (America); Milo Miloezger (North America); James Keuning (Canada);
THANK YOU