The Companion Channel Captivate - Activate - Advocate

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

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Confidential Information. © 2016 Companion Channel, LLC!


Our Journey•  Defining opportunity and

developing our mission & model•  Our platform solution: screens

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


Companion Channel is an integrated sponsorship

marketing platform that deliversbranded content via the cloud to

pet parents in animal sheltersand animal welfare agencies.


Team

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 A’s, 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 Hill’s Pet Nutrition/Colgate

Alliance


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


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

is the world’s 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.


OpportunityFROM

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


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.


Moments that Matter

CONTEXT

Be ThereYou’ve got to anticipate the micro-moments for

users and then commit to being there to help when

those moments occur.

INTENT

Be UsefulYou’ve got to be relevant to consumers’ needs in the moment and connect people to the answers they’re looking for.

IMMEDIACY

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

Point ofAdoption

“Micro-Moments”


Moments that Matter

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

INTENT

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

IMMEDIACY

66%of smartphone users turn

to their smartphones to learn more about something they

saw in a TV commercial.

Point ofAdoption

“Micro-Moments”


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


Solution

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


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

Technology


content creation

Solution

hardwareprocurement

installation

softwarecontent

management

reporting

technicalsupport

site surveys

Network Service Model

engagementstrategy


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.”


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


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


TractionActive•  Michigan Humane Society•  Petco - Sterling Heights (MI)•  SPCA of Texas•  Great Plains SPCA (KCMO)•  San Diego Humane Society•  Kentucky Humane•  St. Hubert’s 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. Hubert’s•  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

impressions

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


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

Interview

Michigan Humane, Aug. 2016

153Online Survey

Experience Research, 2016


Pilot Insights

45%unaided brand recallattributed to CompanionChannel content within2-3 weeks of visit.

70%said Companion Channel content is very/somewhat valuable for information on raising and managing a pet.

>59%of visitors recalling brand presence voiced “much more positive image” of brand sponsoring Companion Channel.



Pilot InsightsRecall of brand presence on Companion Channel generates an enhanced image of the brand as…✓ Supporters of a cause✓ Caring✓ Community engaged✓ Responsible citizen✓ Locally involved and active✓ Outreach-oriented


Captivate

Advocate


Pilot Insights

Volunteer & Staff Research Summer 2016 by Experience


Michigan Humane, Aug. 2016 119 completed online surveys

87%Volunteer

13%Staff


Pilot Insights

#1rank of pet nutrition among 15 education topics volunteers and staff say are valuable for adopters.

48%of participants voiced top-of-mind recall of a Large Pet Food Company in the context of pet food brands.(Blue Buffalo next highest at 10% recall.)

84%cited that a Large Pet Food Company’s brand sponsorship and support of Companion Channel would enhance their image of that company or reinforce an already positive image.



Pilot Insights•  Nearly 100% of those recommending

a Large Pet Food Company cited that company as a brand sponsor of in-shelter educational resources.

•  More than 90% of the staff and volunteers indicated they would value an instructional staff information system.

•  Half of participants voiced awareness of information tools and resources on the Michigan Humane Society campus locations. Of those participants, close to half could recall a sponsor of those resources.


Captivate

Advocate


Pilot Key Takeaways


PLACEMENT & PERCEPTION Brand presence on Companion Channel builds perception beyond the conventional advertisement in other conventional media and broadcast avenues.

PARTNERSHIP, POSITIVITY & PREFERENCEThe “sponsorship-partner’s” support forthe shelter organizations and physical locations enhances the image of participating brands.•  Supporter of a very

positive cause•  “An interactive local

community presence”•  A valued competitive

point of differentiation

PURPOSE & POSITIONINGThe charter of the Humane Society (shelter) environment itself, specifically with individuals adopting a pet, is uniquely captured with the Companion Channel screen and content.


Pilot Key Takeaways


Companion Channel research studies confirm:•  Programming content aired on Companion Channel is

perceived as informative and helpful by viewers.•  A strong share of individuals voice desire to have further

access to content at home after adopting a pet. •  Sales strategy for a brand involved with Companion Channel

should extend above and beyond a single communications channel.

•  Additional channels such as a Companion Channel App will only strengthen the offering and provide a vehicle for on-going engagement for shelters and corporate partners.

Activate


AppPersonalized Tools•  Dashboard with quick access to

pet calendar, pet-related contacts, map of pet-friendly & sponsor locations/events

•  Alerts for weather/seasonal info•  Pet Profiles store important info

and medical document


AppShelter Information & Tools•  Donate button prominently

featured•  Calendar of events, register to

attend and share•  Easy to update for shelters•  Pet Camera entices user to share

photos of adoptions while viewing featured pets


AppExpert Advice & Recommendations•  Sponsored promotions &

coupons personalized to user’s pets

•  Expert veterinary content, articles & podcasts

•  30 Days to Success guide helps new pet owners be successful with their animal.


AppActivation•  Beacons to push promotion

and messaging•  NFC “smart stickers” to

activate app download or personalized offer/coupon


Product RoadmapOn Premise (Shelter & Clinic)•  Screenmedia network: lobby, exam room,

break room•  Kennel tablets: shareable pet profile•  Text or scan for promo•  Endless aisle kiosk•  Sampling/activation events

Off Premise (Retailer)•  Mobile app: pet record, alerts, coupons,

shopping, auctions, shelter information, education

•  Activ4Pets partnership•  Screenmedia network in retail•  Social channels

Other Services•  Influencer marketing•  Custom and sponsored content•  Event sponsorship•  Product merchandising (clinics)


Our ValueFor Shelters

Maximize sponsorship value through innovative

technology, localized content and connected experiences.

For SponsorsCreate lifetime

brand value at the moment of adoption

and beyond.

BHAGFund care for 10,000 animals annually

by 2018 through revenue share.(50 shelters x 200 animals x $400/animal)


Cal Morgan, Executive Director, Atlanta SPCA:

"The Companion Channel is an important new player in the animal welfare space. While not new at their business, they bring incredible expertise to our industry and a unique opportunity to partner corporate sponsors with a highly motivated audience of adopters and clients at Atlanta Humane Society. Our content looks terrific and the system allows us to reach our audience easily and seamlessly. With the revenue sharing structure, sponsors are able to provide crucial funds to the mission of saving animal lives in our city, state and region! A true winner!"


Nancy Gunnigle, Communications Manager, Michigan Humane Society:

“The Companion Channel is a wonderful asset in the Michigan Humane Society’s marketing program. In addition to its professional appearance, the system provides convenient content delivery and the ability to regularly add fresh, new video and other content. It assists us in meeting our constituents’ needs by providing seasonal pet care information and offers, as well as compelling information about our organization, which reinforces their decision to support the MHS mission. We look forward to a long partnership.”


Christopher Agostino, CEO, Humane Society of Broward County:

“The Companion Channel has become a vital part of the Humane Society of Broward County’s marketing mix. Not only is their content visually engaging, but thanks to their ability to let us host our own content (on top of the sponsor-submitted material), we can now highlight our donors, promote events, and feature animals throughout our shelter to maximize our reach. With all of the compliments we have been receiving from our community, we know that Companion Channel is a truly successful way to get our message out there.”


Katherine Shenar, Executive VP and Chief of Staff, San Diego Humane Society:

“The Companion Channel has been a refreshing addition to our facilities. The screen media network is a terrific way for us to engage with new adopters as well as our corporate partners. The screens are professional and enhance our shelter environment. The ability to message digitally creates less clutter and reduces the need for vinyl signage and printed materials, while delivering customized messaging and the flexibility to change the messaging in minutes. We’re also excited about the addition of the mobile app which will strengthen our ongoing communications with pet parents and shelter supporters. The Companion Channel is one of the best innovations I have seen in the shelter environment in years..”


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The Companion Channel Captivate - Activate - Advocate

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