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2015 Prospectus


2015 Prospectus

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he Urban Animal Alliance is an initiative of PetLynx Corporation, which is now in its ninth program year.

Members of the Urban Animal Alliance now number 1,700+ across North America. In addition, PetLynx media channels touch 40,000+ industry service providers, 985,000+ pet owning consumers and 9,000,000+ professionals involved in the Urban Animal Industry. Thought leaders arise from this broad field of connectivity to represent every sector of the industry - Animal Health, Public Health, Animal Licensing and Control, Humane and Rescue, Retail, Commerce, Pet Owner Services, Recreation and Community Services. These individuals and organizations work together in the Urban Animal Alliance to promote healthy communities for both pets and people. Various program elements have been created to maintain an effective, action oriented Alliance. The purpose of this prospectus is to describe program elements and investments so brand directors and agencies can select a path that satisfies their marketing needs. In 2014 Investment opportunities range from $6,000 to $75,000

FOR SPONSORSHIP OR URBAN ANIMAL ALLIANCE OPPORTUNITIES, PLEASE CONTACT: Lisa Milton, Production Manager, (p) 403.809.4630, (e) lisa.milton@petlynxmail. com Dr. Drew Van Niekerk, Director, (p) 403.660.0009, (e) drew.vanniekerk@ petlynxmail.com Larry R. Evans, Executive Producer, (p) 403.921.5900, (e) larry.evans@petlynxmail. com

Endeavors of the Urban Animal Alliance include: • Gathering best practices like Shelter Medicine so they can be distributed • Discovering innovations like Toronto’s Chip Truck or Nova Scotia’s WOOF program for replication • Recognizing emerging leaders with scholarships • Supporting professional development with mentoring and awards • Expanding industry relationships with events and programs that involve field staff • Delivering industry wide initiatives like the 2011 Year of the Cat to change animal culture Urban Animal Allies deliver positive pet experiences in urban communities across North America. We invite you to add the strength of your brand to the Urban Animal Alliance and we commit to providing you with an unusual return on this brand investment.

You are invited to support a program that is specifically designed to contribute to your success. Get the facts, Have YourSAY, Move the Industry!


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n 2015, the Urban Animal Alliance celebrates ten years of service to the Urban Animal Industry. The addition pomp and circumstance planned for each event ensures the Presenting Sponsors will have increased brand exposure and good will for the programs they bring to the Urban Animal Industry. The Presenting Sponsor of the Urban Animal program achieves Brand presence across the entire Urban Animal Industry as the host of five Regional Conferences and presenter of the International Summit for Urban Animal Strategies. Each of these events is designed to place Brand management and field staff in an intimate setting with the thought leaders of the Urban Animal industry. The Urban Animal Alliance claims the broadest reach to senior management and executives in North America. Participation in the discussions of industry issues and dilemmas increases the presence and subject matter expertise of Brand representatives. As Brand personnel actively participates to create the strategies that are moving the industry forward, they assume a leading role in conversations across the Urban Animal Industry. Many of these conversations move onward from the annual events to become the conversations of National Agencies such as CVMA, PIJAC Canada, CKC, CCA, and AASAO. Throughout the year, PetLynx social media channels provide frequent opportunities for Brand involvement with limited additional cost. Four elements of the Urban Animal program provide additional opportunities to feature the Presenting Sponsor Brand through the elimination rounds and the Gala in October when the industry celebrates its best and brightest: • Summit Awards, recognize Urban Animal leaders who are achieving success and the recognition of peers. • Emerging Leader Scholarships, providing emerging leaders with access to Urban Animal Leaders at the International Summit. • Innovation Showcase, identifying projects that can be replicated in other Urban Communities. • Academic Posters, funding academic programs and research to enhance the pet experience.

2015 Prospectus

Presenting

S P O N S O R


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he Summit Awards have been part of the Urban Animal program since its inception in 2006. Summits illuminate the achievements of those who toil in the trenches of the industry in eleven different categories. Summits are presented using an academy style system of nominations and elimination rounds that feature the automated casting of secret ballots for each category. Nominees for the Summits include individuals and organizations active in the Urban Animal Industry. The nomination process begins immediately following the Regional Conferences and completes with the opening of the envelope indicating the winner of the Summit at the Friday evening Gala of the International Summit for Urban Animal Strategies. The Sponsor Brand is presented throughout the program and highlighted during the Gala event with involvement of Brand representatives as Summit presenters. Summit Award categories include: • • • • •

Breeder Wellness Sheltering Distinguished Service Provider Retailer

• • • • •

Communications Community Compliance Community Collaboration Individual Achievement Homing

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he Innovation Showcase was launched in 2013 to expand the discovery of innovative projects that could be replicated in other areas of the Urban Animal industry. The 18-month program begins early each calendar year with the nomination of innovative projects by Urban Animal subscribers and sponsor field representatives. Urban Animal subscribers in each region cast ballots to select SIX Innovations from those nominated to present their innovation at the Regional Conference in their region. Following rigorous elimination rounds, TWO innovators from each region are selected to present at the International Summit for Urban Animal Strategies. The EIGHT presenters are provided with Summit Scholarships funded by the Urban Animal Foundation. The top FOUR innovators are awarded the status of ‘Urban Animal Mentor’ and are available to be selected for replication during the Regional Conferences held the following spring. The Innovator of the Year is selected by automated secret ballot cast during the Summit and revealed during the Summit Awards Gala. The Sponsor Brand is presented throughout the program and highlighted during the Friday evening Gala with involvement of Brand representatives during the presentation.


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merging Leader Scholarships were launched in 2010 to ensure that prospect leaders are granted insight into executive collaboration at the highest levels of the companion animal industry. The Emerging Leader program also illuminates future leaders for the benefit of sponsors and organizations involved in the Urban Animal Alliance who may wish to hire emerging talent. Two emerging leaders in each scholarship program are awarded a full delegate package and travel subsidy funded by the Urban Animal Foundation. Scholarship programs are named to honor individuals who pioneered new thought and practice within the Urban Animal Industry. Emerging Leaders are themselves selected by the advisory panel of the Urban Animal Foundation which features Mentors, Advocates, Sponsors and Alumni of the Urban Animal program. Four sectors will be featured in the Emerging Leader program for 2014: • The Jerry Aschenbrenner Scholarship (2013) enables two future leaders from Animal Control/Services (AASA0) • The Lynn Webster Scholarship (Approved) enables two future leaders from Animal Health/Wellness (CVMA) • The Ralph C. Haugen (Proposed) Scholarship enables two future leaders from Retail and Commercial Services (PIJAC) • The Senator Federic A. McGrand (Proposed) Scholarship enables two future leaders from Humane and Retail (Aschenbrenner, Evans, McCann, Ripley) The Sponsor of this program element is presented throughout the program and highlighted during the Thursday evening Urban Animal Foundation Dinner with involvement of Brand representatives as presenter.

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esearch Posters were introduced the Urban Animal program in 2014. Research Posters provide presenters with an opportunity to deliver new thought and evidence that improves the pet experience in urban municipalities where a healthy, wholesome environment for all Urban Animals (human and non-human) must exist. As the program provides the presenter with an opportunity to distribute information beyond the research environment, it also provides members of the Urban Animal program with access to evidence and introduces conversations with researchers that can increase the frequency and amplitude of contributions from leading thinkers. SIX posters are selected to present at each regional conference. TWO posters are selected by each Region and provided with Scholarships to attend the International Summit. At the Summit, presenters and posters are available for review during the Wednesday evening reception and during meals or breaks on Thursday. TWO presenters are selected by those in attendance and revealed on Friday evening at the Summit Gala. The winning posters receive recognition, interviews and small cash awards. The Sponsor of this program element is presented throughout the program and highlighted during Regional Conferences as well as the during International Summit with involvement of Brand representatives when possible.


The 2015 Urban Animal sponsorship program delivers the lowest cost and highest impact in North America. Leveraging unique programs, dedicated events and the largest media channel in the industry the Urban Animal program presents your brand to leading influencers, executives and thought leaders.

2015 Prospectus

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rand Analysts have recognized two things: First, industry events place your brand in front of hundreds or even thousands of people, but major successes come from a small number of high value conversations; Second, the measure of return-on-investment (ROI), using models such as cost/impression do not drive a business. With this knowledge, PetLynx designed annual brand programs that really work. These programs deliver intimate conversations with the leaders who determine the future of the Urban Animal industry, your lowest cost, your best ROI and compelling activities for your client facing staff. The Urban Animal program brings 300 thought leaders to the Regional Conferences in April and 100 Executives to the International Summit in October. Five major program elements deliver ROI and brand value:

Presenting Event Sponsor - $100,000

Brand affiliation “The 2015 Urban Animal program presented by brand” featured throughout the year and highlighted during events as follows: • Branded messaging opportunities throughout the year (24 articles) • Branded concierge at events (Brand Staff Recognition) • Branded and hosted ‘Relationship Builder Reception’ at Regional Conferences (video/podium presence) • Branded ‘Relationship Builder Reception’ at the Summit (video/podium presence) • Co-Branded Foundation Dinner Thursday evening of the International Summit (video/podium presence) • Co-Branded Summit Awards Gala on Friday evening of the International Summit (video/podium presence)

Innovation Showcase - $50,000

Brand affiliation: The 2015 Innovation Showcase brought to you by “brand” featured throughout the year and highlighted during events as follows: • Branded Luncheon at Regional Conferences (video/podium presence) • Travel awards for Client Reps who nominate the Innovation Showcase nominees • Co-Branded Foundation Dinner Thursday evening of the International Summit (podium presence) • Co-Branded Summit Awards Gala on Friday evening of the International Summit(podium presence)

“In 2005, the Summits for Urban Animals Strategies opened the gates to potential and possibility. These events have eliminated the walls between our sectors and provided neutral ground to respectfully share ideas and develop solutions to issues concerning our pets. We are all responsible for the wellbeing of our animals, the Summits are where the work gets done. - Louis McCann, Executive Director, PIJAC Canada


2015 Prospectus Other Urban Animal Sponsorship Opportunities Thursday Summit Luncheon $12,000 Friday Summit Luncheon $12,000 Thursday Summit Breakfast $8,000 Friday Summit Breakfast $8,000 Thursday Morning or Afternoon Break $4,000 Friday Morning or Afternoon Break $4,000

2015 Dates to Remember Tuesday, April XX Central Conference, Toronto ON Thursday, April XX Atlantic Conference, Halifax, NS Monday, April XX Prairie Conference, Calgary, AB Wednesday, April XX Pacific Conference, Vancouver BC October 14 - 17 Summit for Urban Animal Strategies, Lake Louise AB

Summit Awards - $50,000

• Brand affiliation: The 2015 Summit Awards brought to you by “brand” featured throughout the year and highlighted during events as followso Branded Breakfast at Regional Conferences (video/podium presence) • Travel awards for Client Reps who nominate the Summit Award nominees • Co-Branded Foundation Dinner Thursday evening of the International Summit (podium presence) • Co-Branded Summit Awards Gala on Friday evening of the International Summit (podium presence)

Research Posters - $45,000

Brand affiliation: The 2015 Research Posters brought to you by “brand” featured throughout the year and highlighted during events as follows: • Branded Morning Break at Regional Conferences (video/podium presence) • Travel awards for Client Reps who nominate the Summit Award nominees • Co-Branded Foundation Dinner Thursday evening of the International Summit (podium presence) • Co-Branded Summit Awards Gala on Friday evening of the International Summit (podium presence)

Emerging Leader Scholarships - $30,000

Brand affiliation: The 2015 Emerging Leader Scholarships brought to you by “brand” featured throughout the year and highlighted during events as follows: • Branded Afternoon Break at Regional Conferences (video/podium presence) • Travel awards for Client Reps who nominate the Summit Award nominees • Co-Branded Foundation Dinner Thursday evening of the International Summit (podium presence) • Co-Branded Summit Awards Gala on Friday evening of the International Summit (podium presence)

Leader's Inspirational Brunch, Keynote and Text - $30,000

Brand affiliation: The 2015 Leaders Inspirational Brunch, Leader Keynote and Leader Text brought to you by “brand” featured throughout the year and highlighted during events as follows: • Branded Breakfast (video/podium presence) • Introduction of Keynote (if desired) • Branded ‘Text’ for Leaders Library • Co-Branded Foundation Dinner Thursday evening of the International Summit (slide in montage) • Co-Branded Summit Awards Gala on Friday evening of the International Summit (slide in montage)

Urban Animal Program sponsors experience a return on investment on many levels. Your sponsorship dollars provide much more than visual brand promotion, they provide access to key industry conversations, connections, opportunities and advantages.


Highlights of 2013 Urban Animal programs:

2015 Prospectus

Summit Award Winners:

Homing – Toronto Animal Services Sheltering – Animal Welfare Agency of South Central Ontario Wellness – Atlantic Veterinary College (Dr. Peter Foley) Community Compliance – Ontario SPCA Community Collaboration – Community Veterinary Outreach & Ottawa Bylaw Services Communication – Associate Veterinary Clinics (Dr. Jane Takahashi) Distinguished Service Provider – Kitchener-Waterloo Humane Society Breeder – Bundas Bengals Cattery Retailer – Planet Paws Pet Essentials Individual Achievement – Randy Valpy (Pets Plus Us) Lifetime Achievement – Paul Melanson Innovator of the Year – Working On Our Future (WOOF)

National Initiatives

Pet Experience Data Collection Qualified Quality Mark (sourcing conversation) Urban Animal Alliance

Emerging Leaders

Dr. Adam Little Dr. Heather MacQuarrie

“The Urban Animal Regional Conferences and Summits for Urban Animal Strategies are incredible events at which one can meet a host of thought leaders from across the sectors – veterinarians, trainers, breeders, pet retailers, animal control and animal welfare professionals, researchers and more. The events have been incredibly fruitful in terms of education, generating discussion, and forming collaborative understanding and activities.” - Patricia Cameron, Executive Director, Green Calgary


2015 Prospectus

Links & References www.urbananimal.com Urban Animal Events:

Regional Conferences Summit for Urban Animal Strategies

Urban Animal programs:

Summit Awards Emerging Leader Scholarships Innovation Showcase Research Posters

Digital Services:

InfoStream Blog Social Media Statistics YourSAY Polls & Surveys


2015 Prospectus

FOR SPONSORSHIP OR URBAN ANIMAL ALLIANCE OPPORTUNITIES, PLEASE CONTACT: Lisa Milton, Production Manager, (p) 403.809.4630, (e) lisa.milton@petlynxmail. com Dr. Drew Van Niekerk, Director, (p) 403.660.0009, (e) drew.vanniekerk@ petlynxmail.com Larry R. Evans, Executive Producer, (p) 403.921.5900, (e) larry.evans@petlynxmail. com


2015 prospectus