IN THE

SPONSORSHIP Opportunities

2015

WHO ARE WE?The RSPCA is an independent, non-government community based charity that relies on community and corporate support to fund the vital animal welfare services it provides.

The RSPCA was established in Melbourne in 1871, with one objective - to help improve the lives of animals in need. In order to provide our crucial animal welfare services in Victoria it costs in excess of $32 million a year. We currently receive approximately $1 million of funding from the Government a year, which is why we rely heavily on community and corporate support to bridge the remaining 97% of our needed funding.

With strong community following and corporate support we have been able to significantly improve the lives of animals across the state. 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 huge impact on the community and the animals in our care.

With 98% brand awareness the RSPCA 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 and 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 (2014).

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.

Key Points

97% community funded

Only animal welfare organisation with the ability to prosecute cruelty offenders

Well respected and most well-known animal

welfare charity

98% brand awareness

EVENT DETAILS Key Points

Event name ‘In the Dog House’

Why To help raise awareness and much needed funds for our cause

WhenOn-site Saturday 28 February

2015.Off-site Sleepouts are held

throughout the month.

What A sleep out event to raise awareness for animals in need

Each year over 25,000 stray, neglected and abandoned animals come into RSPCA shelters across Victoria. These animals are often injured or sick and in desperate need of medical treatment, love and affection in order to be given a second chance at life. Without the support of our dedicated staff and volunteers, the future of thousands of animals would be very bleak indeed. Thankfully, through the generosity of our supporters and corporate sponsors, we‘re able to continue funding our vital animal welfare work to care for ‘all creatures great and small’.

On Saturday 28 February 2015, and throughout the month of February thousands of animal lovers across Victoria will give up the comfort of their own bed for one night to join us ‘In the Dog House’. Together we will raise awareness of the struggles of stray and abandoned animals and raise much needed funds for the RSPCA.

‘In the Dog House’ will be an exclusive RSPCA Victoria event that has the potential to engage thousands of loyal RSPCA supporters and valued members of the community. It will be a fun and community spirited event that creates a feeling of collective action for our cause and provides a unique and fun opportunity to make a difference to the lives of animals in need.

WHY ARE WE ‘IN THE DOG HOUSE?’

The Victorian community has a strong emotional connection with the RSPCA and the brands we align with. Sponsors of existing RSPCA events believe this brand alignment drives positive awareness, creates brand exposure and secures brand loyalty from a new group of consumers.

‘In the Dog House’ is a relatively new event on the RSPCA annual calendar and as such, provides a unique opportunity to align your business exclusively with this event from its beginnings. We are fortunate to have built fantastic long-term sponsor relationships with a variety of corporate partners for our existing and well established iconic events such as Million Paws Walk and Cupcake Day; however ‘In the Dog House’ offers an unparalleled opportunity to be a part of something exciting and new. A partnership with ‘In the Dog House’ can be tailored to meet your needs from the outset and enable your brand to become synonymous with the success of the event and the RSPCA brand.

RSPCA events are always a media favourite, with a vast number of outlets eager to share our message across social media, print, radio, online and television channels across the state. Sponsorship of RSPCA events offer an excellent opportunity to utilise this media coverage to increase your brand exposure to a highly engaged audience.

Partnering with the RSPCA provides your business with a unique chance to interact with our current and prospective customers. Our existing audience is predominantly female (89%), aged 26-40 years old (32%) followed by 50+ years old (29%) and 41-50 years

old (24%). The majority of participants have been shown to be currently in the workforce, own their own home and have an established disposable income. Event participants live in households where 41% of primary income earners are managers, sales and business executives/professionals*.

*Anderson 2009, in conjunction with Australian Business Survey census data 2006: top five Million Paws Walk attendee survey respondent postcodes by frequency and postcode .

The ‘In the Dog House’ event will have a state-wide reach as participants can hold events at home, in their workplaces or a venue of their choice. These supporters will be in highly social situations, and as a corporate partner you will be invited to offer promotional materials and brand testing opportunities to spark conversations or create brand experiences at their events.

There will be an on-site sleep out at our Burwood East shelter that will be attended by invitation only to our top fundraisers. This event on-site offers a level of exclusivity that’s never been offered before. It will offer participants an all-access VIP pass to the behind- the-scenes areas of the RSPCA site. With limited places available, only 60 of the most committed and dedicated RSPCA supporters will be invited to attend. These supporters will have a strong network of co-workers, friends and family sponsoring them to be ‘In the Dog House’ to attend this on-site event. On-site attendees will act as a champion for not only our event but also for the brands they encounter throughout their event journey.

WHY SHOULD your business BE ‘IN THE DOG HOUSE?’

Benefits of Event Partnership

Key Points

Broad exposure to dedicated RSPCA supporters

Receive extensive exposure for your brand on the RSPCA event web page

for ‘In the Dog House’ and via our extensive social media channels

Leverage RSPCA brand equity to increase your brand awareness to a new and highly engaged audience

Utilise broad reaching event media to increase your own brand awareness

Offer brand testing to a new market

Multi location benefits

Pre-planned social media blasts to over 76,000 fans across Facebook, Twitter and Instagram throughout the night that include recognition of the partnership.

POST EVENT

Brand promotion on thank you collateral sent to participants across the state.

Free 3m x 3m marquee offer at the Albert Park Million Paws Walk Sunday 17 May 2015 (20,000 attendees), the RSPCA’s largest event.

VIP Treatment

Behind the scenes tour of the new RSPCA Burwood East Care Centre.

Invited to lead entertainment and activities during the event night.

Complimentary VIP tent on event night for two people, refreshments and VIP treatment throughout the event.

Recognition and testimonials

On night acknowledgements by the MC as a Victorian ‘Major Partner’.

RSPCA testimonial sent to your staff and supporter base expressing our gratitude for your support and how your partnership has helped animals in need.

Leveraging the RSPCA brand to build your business

Permission to use the exclusive RSPCA Corporate Supporter logo for the duration of the partnership.

RSPCA able to provide artwork for internal displays promoting partnership.

Opportunity to include one relevant question in the post-event survey emailed to RSPCA event participants, as a measure of consumer awareness.

Things to make your tail wag:

Promotion of your organisation branding to new markets:

PRE EVENT:

Logo exposure and sponsor profile at www.inthedoghouse.com.au and associated fundraising platforms via Everyday Hero.

Logo inclusion on the event and sponsor pages at www.rspcavic.org (average site visits 152,000 per month).

Social media updates to RSPCA supporters announcing the partnership (reach of more than 76,000 dedicated fans).

Hyperlinked logo on ‘In the Dog House’ email communications sent to promote the event to RSPCA supporters (in 2014, Event and Fundraising eDMs had a reach in excess of 144,500 across 12 communications).

Outdoor on-site advertising at RSPCA Burwood East Shelter. Prime location on high traffic Burwood Highway and Middleborough Road intersection, with 80,000 passer-bys per day.

Logo inclusion on promotional print material for pre-event communications.

Online special offers to registered participants for home event being held by participants throughout the state.

EVENT NIGHT:

Presence at the RSPCA Burwood East event. The RSPCA Marketing team would work closely with you to tailor promotional initiatives that would be most effective for your brand on the night.

Signage throughout the event site acknowledging your sponsorship.

Inclusion in 60 event tent packs for on-site participants sleeping out at the Burwood East animal Care Centre, and 400 event host kits to be sent to off-site participants.

Invitation to bring own branding displays to actively engage with event participants at the Burwood East Care Centre.

PARTNERSHIP OPPORTUNITIESWe are currently seeking three Major Victorian event partners to join us ‘In the Dog House’.

1) MAJOR VICTORIAN EVENT PARTNER - $3,500 (PLUS GST)RSPCA events have a history of impressive year-on-year growth. Brands that are aligned with our events have become synonymous with the fun, community spirit and goodwill that our events encompass. This sponsorship package offers the unique opportunity to join us from the early stages of event planning and to enjoy the benefits of exposure that only a major partner would be accessible to. We are currently seeking key corporate event partners who share our vision and commitment to animal welfare to join us in a mutually beneficial partnership for ‘In the Dog House’ 2015.

Join us ‘In the Dog House’

Key Points

Event involvement can be tailored to meet your needs

Major Victorian event partnership: $3,500 (plus GST)

In-kind sponsorship: Donate specific goods or services

that benefit the logistics of the event

Prize Sponsorship: Sponsor prize giveaways to act as an incentive to major fundraisers

In-kind sponsorship offers a mutually beneficial opportunity to share your brand with event participants and also help reduce our event bottom line to enable more funds to be directed to the care of animals in need.

By sponsoring specific event logistics such as required goods or services, your brand will be exposed to a dedicated RSPCA supporter base of thousands and a potential new customer market.

In-Kind Partnership Opportunities We are currently seeking several in-kind partnerships with like-minded businesses ranging in value from $500 upwards. Sponsor benefits are determined on an individual basis reflective of value. Becoming an in-kind partner offers your business the chance to sponsor a high end event cost such as on-site tents for 60 participants, AV equipment hire or entertainment to keep our participants sheltered and engaged throughout the night.

Things to make your tail wag:

Opportunities are reflective of the value of in-kind support offered and is assessed on an individual basis, however the below listed benefits provide an indication of possible exposure opportunities.

Logo inclusion across pre-event promotions, print collateral and website event page, on-site signage and recognition.

Logo inclusion on the event and sponsor pages at www.rspcavic.org (average site visits 152,000 per month).

Hyperlinked logo on ‘In the Dog House’ email communications sent to promote the event to RSPCA supporters (in 2014, Event and Fundraising eDMs had a reach in excess of 144,500 across 12 communications).

Hyperlinked social media announcement to over 76,000 fans across Facebook, Twitter and Instagram acknowledging sponsorship.

Branding on sponsored goods. For example your business logo on event tents.

Outdoor on-site advertising at RSPCA Burwood East Care Centre.

Brand promotion on thank you collateral sent to participants across the state.

Exclusive use of the official RSPCA Corporate Supporter logo for use on your website and other marketing collateral to promote your alignment with us.

Prize sponsorships enable you to promote your goods and services to a dedicated group of supporters.

The incentive of winning sought-after sponsored prizes will be promoted to all participants pre-event and on event night, to encourage participants to reach specific fundraising targets and to reward select groups of committed supporters.

Your brand will be heavily promoted throughout competition promotions. The positive correlation between your brand and rewarding fundraisers is sure to generate increased brand awareness and positive brand perception amongst participants and potential new customers.

We are currently seeking several prize sponsorship partners with like-minded businesses who can donate prizes ranging in value from $500 upwards. Sponsorship benefits are determined on an individual basis reflective of value. Becoming a prize sponsor offers your business many fantastic opportunities to increase your reach and exposure.

Prize Sponsorship Partner OpportunitiesOpportunities are reflective of the value of the prize sponsorship support offered and is assessed on an individual basis, however the below listed benefits will provide an indication of possible exposure opportunities.

Things to make your tail wag:

Outdoor on-site advertising at RSPCA Burwood East Care Centre for duration of competition period.

Logo inclusion on the event and sponsor pages at www.rspcavic.org (average site visits 152,000 per month).

Hyperlinked logo on ‘In the Dog House’ email communications sent to promote the event to RSPCA supporters (in 2014, Event and Fundraising eDMs had a reach in excess of 144,500 across 12 communications).

Hyperlinked logo inclusion and recognition across all online and social media pre and post event competition promotions. Social media reach in excess of 76,000 fans across Facebook, Twitter and Instagram.

Inclusion of branded promotional material in prize pack.

Exclusive use of the official RSPCA Corporate Supporter logo for use on your website and other marketing collateral to promote your alignment with us.

Sponsorship of ‘In the Dog House’ 2015 offers an unparalleled opportunity to promote your brand. We look forward to working with you to tailor a package that will best suit your business needs.

2) IN-KIND Sponsorship – GOODS & SERVICES

3) PRIZE SPONSORSHIP – INCENTIVE GIVEAWAYS

LET’S CHATThank you for considering this exciting opportunity to partner with us ‘In the Dog House’. If you have any further questions on how to get involved or on the project itself, please contact:

Sheshi Rogers-Tritton Corporate Relations Coordinator

Email srogerstritton@rspcavic.org.auPhone 03 9224 2536 Website rspcavic.orgAddress 3 Burwood Hwy, Burwood East VIC 3151