Align with the RSPCA brand

Transcription

1 RSPCA Victoria Sponsorship Proposal Million Paws Walk 2014

2 Let s walk! The RSPCA Million Paws Walk is one of the nation s most widely known and much-loved events. Since the very first walk in 1996, the event has experienced significant year-onyear growth in participation numbers and fundraising income. In 2013 the number of walks across the country continued to grow, with 95 walks raising more than $2.1 million for animal welfare. Our Million Paws Walk is one of only a few major events that is accessible to such a large proportion of the Australian population. The RSPCA would like to present potential sponsors with the opportunity to engage up to 250,000 Victorians and 25,000 passionate event attendees at the Victorian Million Paws Walks on Sunday 18 May Opportunities are available at different sponsorship levels, tailored to specific reach and brand exposure. 2

3 Align with the RSPCA brand The RSPCA is an independent, nongovernment community based charity which relies on community and corporate support to fund the vital animal welfare work it provides. The RSPCA was established in Melbourne in 1871, with one objective - to help improve the lives of animals in need. To provide our crucial animal welfare services it costs in excess of $32 million a year, however as we only receive $1 million of funding from the Government, we rely heavily on community and corporate support to bridge the remaining 97% of the funding we need. With strong community following and corporate support we have been able to significantly improve the welfare of animals across Victoria. As Australia s only national animal welfare organisation with the ability to prosecute animal cruelty offenders and shelter homeless animals, our vital programs and services continue to have a positive impact on the community and the animals in our care. Within the community, the RSPCA has 98% brand awareness and is considered the most well-known and well-respected animal welfare organisation in Australia. Victorians have an emotional connection with our organisation and the brands we align with. Research suggests that 81% of people who attend our events are aware of active corporate support of the RSPCA via sponsorship, and are more likely to buy that company s product or service*. * Million Paws Walk attendee survey (2013). Sponsors of RSPCA events find this alignment drives positive awareness and creates brand loyalty. It also provides our partners with an opportunity to leverage event media, on-site activities and actively generate leads. 3

4 About our Million Paws Walk Introduced in 1996, our Million Paws Walk has grown to become one of Australia s most wellloved and popular community events. In 2013, an estimated 25,000 people attended 17 walks across Victoria, raising $503,000 for animals in need. This has been our best fundraising result to date. Australia has one of the highest rates of pet ownership in the world. Amongst our 8 million households, 63% own a pet. Of those who do not currently own a pet, 53% indicate that they would like to do so in the future. In 2013, Australian consumers spent $8 billion on pets, pet care products and services (Animal Health Alliance: Pet Ownership in Australia 2013), so aligning with Victoria s largest event for pet lovers is a fantastic opportunity for your business. The key to the success of our Million Paws Walk comes from giving animal lovers and their pets the opportunity to do something fun and simple that will have a big impact on the lives of thousands of sick, abandoned and neglected animals. The Million Paws Walk is a celebration of the joy that animals bring to our lives. Research has shown the extensive health and social benefits that pet ownership provides as a social enabler (over 80% of dog owners talk to other people when out walking their dogs), benefit to health (increased walking levels and motivation have been shown to have a positive impact on cardiovascular disease), and an aid to childhood health and social development (ACAC 2011). Pet ownership and supporting animal welfare is at the heart of the Australian way and our Million Paws Walk provides a perfect opportunity for animal lovers across the country to grab their four legged friends and show their commitment to animals less fortunate than their own. 4

5 Why sponsor our Million Paws Walk? Our Million Paws Walk has become the RSPCA s flagship event in Australia. It s a fun and community spirited event that creates a feeling of collective action for an important cause and provides an opportunity to make a difference to animals lives. Our event creates opportunities for your business to interact with a broad section of the community and is an excellent avenue to achieve extensive brand exposure through targeted media coverage. Our Million Paws Walk is a media favourite, with a vast number of outlets including print, radio, online and television covering the event across the state. In 2013 over 50 individual pieces of editorial coverage were achieved across Victoria. Various television stations featured the Albert Park Walk in news bulletins, broadcasting the event to millions of people across the state. Vertical and associated media coverage will bring your business into thousands of homes across Victoria, positively associating with the RSPCA brand. 5

6 Reaching RSPCA supporters Partnering with the RSPCA provides your business with a unique opportunity to interact with current and prospective customers. Our Million Paws Walk is an opportunity to reach a highly engaged RSPCA audience, profiled below from 2013 event registration and survey data. Demographic Demographic: Our audience are predominantly female (89%), aged years old (32%) followed by 50+ years old (29%) and years old (24%). The majority of participants are likely to be in the workplace, home owners and have an established disposable income. Million Paws Walk participants live in households where 41% of primary income earners are managers, sales and business executives/professionals*. and Mornington Peninsula events. Targeting regular attendees 53% of participants at Albert Park and an average of 56% of participants at regional walks had attended the event before, which provides sponsors with the opportunity of ongoing brand recognition year-on-year. Hill s Pet Nutrition for example has sponsored the event since 1998 and their brand has now become synonymous with our Million Paws Walk. Reasons for attending Whilst previous attendance, word of mouth and our TV commercial are the most prevalent reasons for attending the event (39%), newspaper and radio advertisements (15%), as well as the RSPCA website and communications (21%), all featuring sponsor logos, also had a major influence on reasons for attending. * Anderson 2009, in conjunction with Australian Business Survey census data 2006: top five attendee survey respondent postcodes by frequency and postcode. Location In 2013, Hampton, St Kilda, Kew, Beaumaris, and Bayswater were the most represented suburbs at our Albert Park event. Nunawading and its surrounding suburbs (Blackburn, Box Hill, Burwood, Croydon, Doncaster, Donvale, Forest Hill, Heathmont, Park Orchards, Mont Albert, Ringwood and Vermont) were all well represented at Albert Park. At our outer-metropolitan and regional walks, Geelong, Hastings, Frankston and Mornington were the most represented areas. This is reflective of the large size of the Geelong 6

7 Sponsorship opportunities Sponsorship of the RSPCA Million Paws Walk offers your business an unparalleled opportunity to promote their brand. A variety of sponsorship options with exclusive sponsorship benefits are available. Supporting Victorian sponsorship $11,500 (plus GST) This sponsorship package provides your business with an opportunity to leverage pre-event promotions across the state with logo inclusion on print and digital material, major print media and acknowledgment in commercial radio advertising. Sponsor benefits include: Pre-event Logo exposure and sponsor profile on www. millionpawswalk.com.au, as well as logo inclusion on the event and sponsor pages at (average site visits 152,000 per month). Logo inclusion in the RSPCA Victoria Annual Report (distribution up to 25,000 including print and website downloads). Facebook and Twitter updates to RSPCA supporters announcing the partnership (reach of more than 53,800). Hyperlinked logo on Million Paws Walk e-blasts sent to promote the event (in 2013, this reach was in excess of 138,000, over 10 different communications). Logo inclusion on up to 190,000 pieces of event material including posters, postcards, entry forms, letterhead and event maps. Logo inclusion on print advertising to promote the event (space allowing). Sponsor acknowledgement in commercial radio advertising (in 2013 this included Fox FM, Triple M and Mix FM). Promotion in two editions of the RSPCA News as a Major Victorian Sponsor (distribution in excess of 40,000 per edition). Permission to use the RSPCA Corporate Supporter logo for the duration of the partnership. Opportunity to pitch a special offer to participants in the lead up to the event and on-the-day. Event day Marquee presence at the Albert Park event with access to promote your brand at regional locations. Acknowledgements by the MC as a Major Victorian Sponsor. Signage throughout the site acknowledging the sponsorship, including on the large-scale LCD screen display. Active engagement in the event with a company representative invited to lead the walk and judge a competition. Opportunity to include a branded flyer in 6,000 event show bags, around the state. Complimentary tickets and food vouchers for 30 participants. Post-event Opportunity to include one relevant question in the post-event survey ed to event participants, as a measure of consumer information. 7

8 Event collateral Million Paws Walk poster Million Paws Walk website sponsor page Million Paws Walk press ads 8 PLEASE NOTE: Artwork displayed is from the 2013 Million Paws Walk.

9 Supporting Albert Park Lake sponsorship $6,500 (plus GST) This sponsorship focuses on promotions that are Albert Park Lake centric. Digital pre-event promotions are included in this package, as well as the benefits below: Pre-event Logo exposure and sponsor profile on the Albert Park Lake page of millionpawswalk.com. au, as well as logo inclusion on the event and sponsor pages at rspcavic.org (average site visits 152,000 per month). Hyperlinked logo on Million Paws Walk e-blasts sent to promote the event (in 2013, this reach was in excess of 138,000, over 10 different communications). Logo inclusion in the RSPCA Victoria Annual Report (distribution up to 25,000 including print and website downloads). Permission to use the RSPCA Corporate Supporter logo for the duration of the partnership. Opportunity to pitch a special offer to participants in the lead up to the event and onthe-day. Event day Marquee presence at the Albert Park event. Acknowledgements by the MC as a supporting sponsor. Signage throughout the site acknowledging the sponsorship, including on the large-scale LCD screen display. Active engagement in the event with a company representative invited to lead the walk and judge a competition. Opportunity to include a branded flyer in 6,000 event show bags around the state. Complimentary tickets and food vouchers for 15 participants. Post-event Opportunity to include one relevant question in the post-event survey ed to event participants, as a measure of consumer information. 9

10 Event day sponsorship 1 Albert Park Lake $3,500 (plus GST) This package focuses on promotions that are specifically for event-day only, including the benefits below: Pre-event Marquee presence at the Albert Park event. Logo exposure and sponsor profile on the Albert Park Lake page of millionpawswalk.com. au, as well as logo inclusion on the event and sponsor pages at rspcavic.org (average site visits 152,000 per month). Permission to use the RSPCA Corporate Supporter logo for the duration of the partnership. Opportunity to pitch a special offer to participants in the lead up to the event and onthe-day. Event day Marquee presence at the Albert Park event. Acknowledgements by the MC as an event day sponsor. Active engagement in the event with a company representative invited to lead the walk and judge a competition. Opportunity to include a branded flyer in 4,000 event show bags (Albert Park only). Complimentary tickets and food vouchers for 8 participants. Event day sponsorship 2 Albert Park Lake picnic area $2,000 (plus GST) This package focuses on sponsorship of the picnic area with tables and chairs for event guests. The benefits include: Pre-event Logo exposure and sponsor profile on the Albert Park Lake page of millionpawswalk.com.au. Event day Naming rights to the picnic area. Signage promoting the sponsor s brand on display in the picnic area. Acknowledgement on the event map. Acknowledgement by the MC encouraging guests to rest at the sponsored area. Active engagement in the event with a company representative invited to lead the walk and judge a competition. Opportunity to include a branded flyer in 4,000 event show bags (Albert Park only). Complimentary tickets and food vouchers for 4 participants. NB: This package could be tailored to be a more experiential marketing opportunity. Design and production of this concept would need to align with RSPCA event and branding guidelines and would need approval of the RSPCA. Development of the concept would be the sponsor s responsibility. Post-event Opportunity to include one relevant question in the post-event survey ed to event participants, as a measure of consumer information. 10

11 We hope you will partner with the RSPCA to take advantage of this unique opportunity to reach an RSPCA audience. For any questions or enquiries, please contact our Community Engagement Manager Fiona Atkinson on or