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10th Anniversary Sponsorship Proposal The 2006 Vancouver Sun Raise-a-Reader Campaign
“Few children learn to love books by themselves. Someone has to lead them into the wonderful world of the written word: someone has to show them the way.” Orville Prescott Over the past nine years, the Vancouver Raise-a-Reader campaign has proven hugely successful on both an awareness level and fundraising level. The 10th anniversary of The Vancouver Sun Raise-a-Reader Campaign offers your organization an exceptional opportunity to be part of an award-winning and highly regarded multi-media campaign with the message of improving children’s and family literacy in BC. In addition, 100% of your investment goes directly to reputable literacy charities. The campaign was created by The Vancouver Sun in 1997 to increase awareness and raise money to fund children’s literacy programs in British Columbia. It has since donated more than $2.45 million to family literacy programs, public school libraries and public libraries throughout the province. The Raise-a-Reader Campaign was adopted as a national fundraising initiative in 2002 by CanWest MediaWorks. Thirteen cities across Canada participated in Raise-a-Reader Day 2005.
“Children learn from adults. If you don’t read for fun, why would your kids.” Robert Munsch In 2005, The Vancouver Sun Raise-a-Reader campaign raised more than $425,000, a 15.5% increase over 2004. We gratefully acknowledge the the financial support of the Province of British Columbia through the Ministry of Education. Their decision to match funds for the second year in a row bolstered the 2005 campaign total to more than $854,400, a Raise-a-Reader record! One hundred percent of this money is donated directly to children’s and family literacy organizations throughout BC. Fundraising events are held throughout the year culminating on September 28, 2006 with the campaign’s flagship event, Raise-a-Reader Day. Hundreds of local celebrities, sports personalities, entertainers and community leaders take to the streets of Vancouver on Raise-a-Reader Day to exchange special edition copies of The Vancouver Sun for donations.
Become a Partner in Literacy Partner with The Vancouver Sun’s Raise-a-Reader Campaign and receive immediate return on your investment with these key benefits: • Involvement in a prestigious event that attracts local celebrities, sports personalities, politicians, and business leaders • Activate a turn-key promotion to engage a specific targeted audience*. • Enhance your corporate image and foster employee goodwill and teamwork. • Opportunity to become a community leader in the area of children’s and family literacy. 100% of the full sponsorship payment is contributed to beneficiaries. • Guaranteed exposure in The Vancouver Sun’s marketing campaign that includes more than $300,000 of in-paper promotional support. *Availableto gold and silver sponsors only.
Raise-a-Reader Events Throughout the year, The Vancouver Sun Raise-a-Reader program initiates and supports several family-focused programs to maintain awareness and raise funds for children’s literacy. Events in 2005 included: • Word on the Street • Canada Day at Canada Place • The Vancouver International Children’s Festival • Raise-a-Reader Night with the Canucks • The Taiwanese Cultural Festival • The Great Big Boo! • Christmas at Canada Place • The Pacific National Exhibition • Fairmont Hotel “Brunch for Books”
Raise-a-Reader Day Sept. 28, 2006 More than 400 members of the community, including the the Premier of BC, Vancouver Canucks, Vancouver and Surrey Firefighters, the Vancouver Police, RCMP, elected officials, community leaders, performers, and Global TV join The Vancouver Sun editorial team and staff at locations throughout the Lower Mainland to exchange special-edition copies of The Vancouver Sun for donations to Raise-a-Reader and to raise awareness of the importance of children’s literacy.
Marketing and Promotions The Vancouver Sun is committed to the Raise-a-Reader Campaign and contributes extensive resources, as well as promotional and editorial support to ensure the success of the campaign.Promotional materials for Raise-a-Reader include*: • Over $300,000 of in-paper advertising; • Global Television PSA campaign • Radio support • Four-page editorial wrap in the Raise-a-Reader Day edition of The Vancouver Sun; • Marketing collateral: brochures, posters, and bookmarks; • In-store POS displayed throughout BC; • Website with hyper-linked sponsor logos. • Public relations campaign 2005 Raise-a-Reader Day Wrap 2005 General campaign ad
Marketing and Promotions The Vancouver Sun Raise-a-Reader media partners contribute to the success of the campaign by providing more than $235,000 of on-air promotional support. Television and radio support for the 2005 campaign included: • Pre-recorded 30-second announcements featuring Kevin Newman on Global TV, live coverage on RAR Day, plus a 30-second sponsor thank you ad post-event. • Promotional campaign on CKNW AM980 and live cut-ins on RAR Day. • Promotional campaign on JACK-FM and live broadcast from the corners on Raise-a-Reader Day.
Beneficiaries The Vancouver Sun's support and underwriting of the campaign ensures that one hundred percent of all money raised goes directly to Raise-a-Reader beneficiaries. Major beneficiaries of the 2005 campaign include: • Literacy BC • Vancouver Public Library Foundation and over 25 other public libraries in BC • Canucks for Kids Fund (Canucks Family Education Centre • Canadian National Institute for the Blind • Big Sisters of the BC Lower Mainland • S.U.C.C.E.S.S. • Aboriginal Hippy Canada • 120 Public school libraries • More than 90 other literacy organizations For a complete list of beneficiaries please visit www.raiseareader.com. Select “Vancouver,” then “Beneficiaries.”
Gold Sponsor Benefits As a $15,000 Sponsor of The Vancouver Sun Raise-a-Reader 2006 campaign, your company will receive Gold Sponsor benefits, which include: • Category exclusivity. • Prominent logo placement in a $300,000 in-paper promotional ad campaign in support of the 2006 Raise-a-Reader campaign, with the objective to drive donations and raise awareness. The ad campaign will include; pre-promotion of Raise-a-Reader Day, a special edition RAR Day Vancouver Sun, and a full page, full colour post-event thank-you ad. • In-paper ad campaign extends beyond The Vancouver Sun to include the Van Net network of community newspapers • Three quarter-page, full colour ‘Raise-a-Leader, Raise-a-Reader” ads profiling a senior executive of your company complete with quote (valued at $26,460). • OR 3,000 lines of promotional space to run a mutually agreed upon Raise-a-Reader program. • Logo recognition in the Global Television thank you spot that runs post-event. • Prominent logo placement in all printed collateral materials such as brochures, posters and bookmarks. • Between one to three designated Raise-a-Reader Day street corners with high-profile corporate sandwich board signage (quantity is determined by sponsor). • Prominent logo placement in a full-page, full-colour ad appearing in the Vancouver Public Library magazine Check it Out. • Logo with hyperlink on www.raiseareader.com. • Logo recognition on 100 Raise-a-Reader bookplates placed in children’s books purchased by our beneficiaries. • Name recognition in Literacy BC’s newsletter Imprints. • Verbal recognition at the Raise-a-Reader Sponsor Breakfast attended by prominent members of the business community and government officials (September, 2006). • Verbal recognition at the Raise-a-Reader Day pre- and post-activities for more than 400 volunteers. • Minimum of 3,000 Vancouver Sun newspapers featuring Raise-a-Reader special edition wrap delivered to Lower Mainland schools.
Silver Sponsor Benefits As a $10,000 Silver Sponsor of The Vancouver Sun Raise-a-Reader 2005 campaign, your company will receive: • Prominent logo placement in a $300,000 in-paper promotional ad campaign to include pre-promotion of Raise-a-Reader Day, special edition RAR Day Vancouver Sun, and full page, full colour post-event thank you ad. • Prominent logo placement in all printed collateral materials such as brochures, posters and bookmarks. • One or two designated Raise-a-Reader Day street corners with high profile corporate sandwich board signage (corner quantity determined by sponsor). • Logo with hyperlink on www.raiseareader.com. • Prominent logo placement in a full-page, full-colour ad appearing in the Vancouver Public Library magazine Check it Out. • Right to develop a turn-key promotion campaign with in-paper support. • Name recognition in Literacy BC’s newsletter Imprints. • Verbal recognition at the Raise-a-Reader Sponsor Breakfast attended by senior executives, prominent members of the business community and government officials (early September 2005). • Verbal recognition at the Raise-a-Reader Day pre- and post-activities for 350 volunteers. • Minimum of 2,000 Vancouver Sun newspapers featuring Raise-a-Reader special-edition wrap delivered to Lower Mainland schools.
Bronze Sponsor Benefits As a $5,000 Bronze Sponsor of The Vancouver Sun Raise-a-Reader 2006 campaign, your company will receive: • One dedicated 400 line black-and-white ad in The Vancouver Sun to recognize the role of sponsor in Raise-a-Reader (valued at $4,320). • Name recognition in the in-paper promotional ad campaign approximately one week prior to Raise-a-Reader Day. • Logo recognition in the Raise-a-Reader Day special edition wrap, and the full-page, full colour post event thank you ad. • Logo placement in all collateral materials such as brochures, posters and bookmarks. • One designated Raise-a-Reader Day street corner with high profile corporate sandwich board signage (if desired). • Logo recognition on www.raiseareader.com. • Name recognition in the Vancouver Public Library (VPL) magazine • Name recognition in Literacy BC’s newsletter Imprints. • Minimum of 1,000 Vancouver Sun newspapers featuring Raise-a-Reader special-edition wrap delivered to Lower Mainland schools.
Thank you for considering Raise-a-Reader . I hope that you will join us in celebrating the 10th anniversary of Raise-a-Reader Vancouver during the 2006 campaign. Please do not hesitate to contact me with any questions. Thank you! Jessica Burton Program Manager Raise-a-Reader Vancouver Tel: 604-605-2417 firstname.lastname@example.org