The Companion Channel Captivate - Activate - Advocate

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  • | Confidential Information. 2016 Companion Channel, LLC!1


    Confidential Information. 2016 Companion Channel, LLC!

  • | Confidential Information. 2016 Companion Channel, LLC!2

    Our Journey Defining opportunity and

    developing our mission & model Our platform solution: screens

    and companion app Shelter & Sponsorship traction Pilots & research highlights Moving forward

  • | Confidential Information. 2016 Companion Channel, LLC!3

    Companion Channel is an integrated sponsorship

    marketing platform that deliversbranded content via the cloud to

    pet parents in animal sheltersand animal welfare agencies.

  • | Confidential Information. 2016 Companion Channel, LLC!4


    Joe RossPrincipal / Cinema Scene20 years experience with in-theater marketing, promotions & advertising | Implemented global campaigns for Sony Pictures, Warner Bros. & Disney

    Ethan Whitehill Branded Content /The Sandbox Agency20 years as an agency owner | Animal health experience with Fort Dodge & Elanco | 10+ years digital content & screen media for Sprint & LG

    Branden ConnollySponsors & Shelters / Evenergy17 years with Evenergy | Major brand sponsorship, sponsorship activation & event experience: Bank of America, Chevrolet, Ford & Mercedes Benz.

    David SteffanoSponsorship & Media Strategy / Evenergy20 years of event & sponsorship sales & marketing representing teams & corporations (Oakland As, Kansas City Chiefs, Sprint, Farmland & YRC)

    Michael Holmes Innovation / Cinema Scene25+ years in marketing & sales with and emphasis on entertainment and promotions | CRM strategy & loyalty marketing for Sprint

    Brad DerusseauTechnology /Cinema Scene27 years in entertainment marketing, partnership marketing, digital signage & place-based media | Oversees content management & software

    Tom Tholen SAWA Alliance25+ years as marketing executive | 10 years Society of Animal Welfare Administrators | 7+ years working on Hills Pet Nutrition/Colgate


  • | Confidential Information. 2016 Companion Channel, LLC!5

    Opportunity US pet industry worth >$60 billion 79.7 million US hh own pets (65% and growing) 37% of dogs, 46% of cats adopted through shelters Approx. 5,000 shelters in US 7.6 million companion animals enter shelters each year 2.7 million shelter adoptions each year

  • | Confidential Information. 2016 Companion Channel, LLC!6

    Opportunity Digital out of home (or place-based screen media)

    is the worlds second fastest growing ad medium. Consumer exposure to DOOH messaging expected to increase

    400% between 2013 (14 mins./wk) and 2017 (53 mins./wk).

    90% of consumers feel digital signage creates a better retail experience.

    Mobile is the fastest growing ad medium. 23% of consumers search for more information on mobile

    after exposure to OOH messaging.

  • | Confidential Information. 2016 Companion Channel, LLC!7


    SHELTERSCorporate giving

    Fundraising eventsPhilanthropic development

    SPONSORSMass media

    National campaignsPublic relations

    Corporate giving

    TOSHELTERSCorporate partnershipCommunity engagementSocial entrepreneurship

    SPONSORSDigital media (social, mobile)Local activationInfluencer/content marketingCorporate responsibility

  • | Confidential Information. 2016 Companion Channel, LLC!8

    Insights & Implications The strain on shelter resources and demand

    for shelter services continue to increase. Animal health, pet nutrition and pet products companies

    need better ways to reach new pet owners at a key moment of truth: point of adoption.

    Shelters must exchange more value to sponsors for more funding and in-kind support.

    Local, mobile and social trends are changing the way brands reach and relate to consumers.

  • | Confidential Information. 2016 Companion Channel, LLC!9

    Moments that Matter


    Be ThereYouve got to anticipate the micro-moments for

    users and then commit to being there to help when

    those moments occur.


    Be UsefulYouve got to be relevant to consumers needs in the moment and connect people to the answers theyre looking for.


    Be QuickTheyre called micro-moments for a reason. Mobile users want to know, go, and buy swiftly.

    Point ofAdoption


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    Moments that Matter

    CONTEXT91%of consumers turn to their phones for ideas in the middle of a task.


    69%of online consumers agree that the quality, timing, or relevance of a companys message influences their perception of a brand.


    66%of smartphone users turn

    to their smartphones to learn more about something they

    saw in a TV commercial.

    Point ofAdoption


  • | Confidential Information. 2016 Companion Channel, LLC!11

    SolutionConnect shelters and sponsors through digital engagement tools that drive:1. Business Value: maximize share of voice and lifetime

    brand value for sponsors starting with the moment that matters most point of adoption

    2. Social Value: monetize the reach of high-value shelter traffic into new shelter revenue, and convert point of wait into point of interest & education

  • | Confidential Information. 2016 Companion Channel, LLC!12


    Captivateadopters with content

    that entertains, enrichesand enlists

    Activatethe shelter community to engage with shelter

    programs, services, events and sponsors(Know, Go, Do, Try, Buy)

    Advocatefor shelter pets,

    animal welfare and sponsor initiatives

  • | Confidential Information. 2016 Companion Channel, LLC!13

    SolutionPhase One Develop on-premise digital

    media network featuring sponsored video content

    Target top 100 shelters in top 50 DMAs

    Revenue share with sheltersContent Management System

    & Installation SupportDisplay


  • | Confidential Information. 2016 Companion Channel, LLC!14

    content creation








    site surveys

    Network Service Model


  • | Confidential Information. 2016 Companion Channel, LLC!15

    Content PartnerDr. Marty BeckerStrategic content partnership | Subject-matter expertise | Sponsored content opportunity

    Getting a new pet is the only time when bad habits from previous pets can be broken and new products and procedures introduced. People looking at pets in a shelter are what I call funnel heads; with swollen hearts they wander wide-eyed around the facility with a HUGE funnel stuck on their head looking for the perfect match. This is literally the only time that the pet owner is willing to learn and learn a lot about everything it's going to take to keep the pet happy, healthy and living a full life. Only the Companion Channel has the programming and the platform to fill this funnel.

  • | Confidential Information. 2016 Companion Channel, LLC!16

    SolutionPhase Two Develop shelter-branded, sponsorship-

    supported mobile app to activate new pet parents and inspire shelter/brand loyalty

    App to feature education, pet health information and exclusive product offers

    Revenue share with shelters Data-driven targeting and promo delivery

    for sponsors and shelters

  • | Confidential Information. 2016 Companion Channel, LLC!17

    Traction 13 shelters already live, seven more pending Sponsorship pilots: Trupanion, Merial, Purina, Subaru Shelters are writing in the use of Companion Channel into their

    corporate sponsorship contract renewals

  • | Confidential Information. 2016 Companion Channel, LLC!18

    TractionActive Michigan Humane Society Petco - Sterling Heights (MI) SPCA of Texas Great Plains SPCA (KCMO) San Diego Humane Society Kentucky Humane St. Huberts Animal Welfare

    Center (NJ) Atlanta Humane Society Louisiana Humane Society Potter League for Animals (RI) Humane Society of

    Broward County (FL) Sacramento SPCA Virginia Beach SPCA

    Expansion Shelters 2017 Animal Rescue League of IA Dumb Friends League

    (Denver, CO) Houston SPCA Larimer Humane Society (CO) Petco - St. Huberts SPCA of the Pikes Peak

    Region SPCA of Wake County (NC)

    Active shelters deliver more than 7.6 millionannual impressions

    Expanded shelters will bring an additional 14 million


    Expansion Cont. Animal House Fund Animal Humane Society APA of MO ARF Cat Adoption Team HALO Humane Society of Boulder Valley Humane Society of Greater Miami Humane Society of Missouri Jacksonville Humane Society Nebraska Humane Society North Shore Animal League San Francisco SPCA SPCA Serving Erie County St. Louis County Animal

    Care & Control

  • | Confidential Information. 2016 Companion Channel, LLC!19

    Pilot InsightsAdopter Research

    Spring & Summer 2016 by Experience

    (a brand insight, discovery and strategy company for global brands entrepreneurs, non-

    profits and professional groups.)

    Atlanta Humane, Feb. 2016

    75 22Online Survey One-on-one


    Michigan Humane, Aug. 2016

    153Online Survey

    Experience Research, 2016

  • | Confidential Information. 2016 Companion Channel, LLC!20

    Pilot Insights

    45%unaided brand recallattributed to CompanionChannel content within2-