The Companion Channel Captivate - Activate - Advocate

| Conﬁdential Information. © 2016 Companion Channel, LLC!1
TM
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 delivers 
branded content via the cloud to
pet parents in animal shelters 
and animal welfare agencies.

Team
Joe Ross 
Principal /  
Cinema Scene
20 years experience with in-
theater marketing, promotions &
advertising | Implemented global
campaigns for Sony Pictures,
Warner Bros. & Disney
Ethan Whitehill 
Branded Content / 
The Sandbox Agency
20 years as an agency owner |
Animal health experience with
Fort Dodge & Elanco | 10+ years
digital content & screen media
for Sprint & LG
Branden Connolly 
Sponsors & Shelters /
Evenergy
17 years with Evenergy | Major
brand sponsorship, sponsorship
activation & event experience:
Bank of America, Chevrolet,
Ford & Mercedes Benz.
David Steffano 
Sponsorship & Media
Strategy / Evenergy
20 years of event & sponsorship
sales & marketing representing
teams & corporations (Oakland
A’s, Kansas City Chiefs, Sprint,
Farmland & YRC)
Michael Holmes 
Innovation /  
Cinema Scene
25+ years in marketing &  
sales with and emphasis on
entertainment and promotions |
CRM strategy & loyalty marketing
for Sprint
Brad Derusseau 
Technology / 
Cinema Scene
27 years in entertainment
marketing, partnership marketing,
digital signage & place-based
media | Oversees content
management & software
Tom Tholen 
SAWA Alliance
25+ 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.

Opportunity
FROM
SHELTERS
Corporate giving
Fundraising events
Philanthropic development
SPONSORS
Mass media
National campaigns
Public relations
Corporate giving
TO
SHELTERS
Corporate partnership
Community engagement
Social entrepreneurship
SPONSORS
Digital media (social, mobile)
Local activation
Inﬂuencer/content marketing
Corporate 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 There
You’ve got to anticipate
the micro-moments for
users and then commit to
being there to help when
those moments occur.
INTENT
Be Useful
You’ve got to be relevant
to consumers’ needs in
the moment and connect
people to the answers
they’re looking for.
IMMEDIACY
Be Quick
They’re called micro-
moments for a reason.
Mobile users want to
know, go, and buy swiftly.
Point of
Adoption
“Micro-Moments”

Moments that Matter
CONTEXT
91%
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 of
Adoption
“Micro-Moments”

Solution
Connect 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
Captivate
adopters with content 
that entertains, enriches 
and enlists
Activate
the shelter community to engage with shelter
programs, services, events and sponsors 
(Know, Go, Do, Try, Buy)
Advocate
for shelter pets,
animal welfare and
sponsor initiatives

Solution
Phase One
•  Develop on-premise digital
media network featuring
sponsored video content
•  Target top 100 shelters in top
50 DMAs
•  Revenue share with shelters
Content Management System 
& Installation Support
Display
Technology

content creation
Solution
hardware 
procurement
installation
software
content
management
reporting
technical 
support
site 
surveys
Network 
Service Model
engagement 
strategy

Content Partner
Dr. Marty Becker
Strategic 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.”

Solution
Phase 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

Traction
Active
•  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 million 
annual 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 Insights
Adopter 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 22
Online Survey One-on-one
Interview
Michigan Humane, Aug. 2016
153
Online Survey
Experience Research, 2016

Pilot Insights
45%
unaided brand recall
attributed to Companion
Channel content within
2-3 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 Insights
Recall 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
#1
rank 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  
& PREFERENCE 
The “sponsorship-partner’s” support for 
the 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 & POSITIONING
The 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

App
Personalized 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

App
Shelter 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

App
Expert 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.

App
Activation
•  Beacons to push promotion  
and messaging
•  NFC “smart stickers” to  
activate app download or  
personalized offer/coupon

Product Roadmap
On 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 Value
For Shelters
Maximize sponsorship  
value through innovative
technology, localized content
and connected experiences.
For Sponsors
Create lifetime  
brand value at the
moment of adoption
and beyond.
BHAG
Fund 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..”

TM
Thank you.brandenc@thecompanionchannel.com

The Companion Channel Captivate - Activate - Advocate

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