2018 -19 · proposal. these events attract around 40,000 people (almost double comparing last...

Sponsorship Proposal

2018 -19

Hume City Overview

Hume is one of the fastest-growing municipalities in Australia, with a current population of more than 223,329, and a forecasted increase of 65% by 2041. We are located in Melbourne’s northern fringe, just 15 kilometres from the centre of Melbourne. 27 suburbs are situated within Hume City with the Melbourne Airport comprising of 10% of our area.

Our events are designed to suit our demographic:

■ Our target audience are families with young children, with 67.2% of our population under 49 years of age, a higher rate than Greater Melbourne

■ Our City is made up of a vibrant mix of residents from 160 different countries; therefore our events are designed to celebrate the diversity of our City

■ With Hume City having a lower household income comparing Greater Melbourne, our events are free to enter and include many free activities in the programming.

We produce many events for the community every year, including the five events outlined in this proposal. These events attract around 40,000 people (almost double comparing last season) with an expected increase again this season.

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Sponsorship Opportunities

We are proud to deliver five signature events in our community every year, bringing thousands of people together to celebrate our diverse cultures and showcase Hume as a place to visit.

We are offering you the opportunity to partner with us on these events, which are designed to strengthen participation and interaction in our community and to promote Hume as a place to visit.

As a partner your organisation will benefit from a range of opportunities, offering you a new audience, increased visibility and enhanced brand awareness. Your investment will be used to increase the quality of the events and to promote to a wider audience. Investments range from in-kind arrangements to financial contributions from $2000. Benefits have been designed at various levels to ensure your investment is wisely placed.

Alternatively, you may wish to discuss with us the option of tailoring a package that suits you and your business.

A multi-event package can also be arranged to guarantee the value of your partnership.

Hume Carols by Candlelight

1 December 2018

Christmas in the Plaza

14 December 2018

Summer Sessions: Movies and Music

January – March 2019

Craigieburn Festival 2 March 2019

Broadmeadows Street Festival

7 April 2019

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Hume Carols by CandlelightCraigieburn ANZAC Park, Central Park Avenue

Upcoming date: Saturday 1 December 2018, 7pm - 9.30pm (with pre-event activities from 5pm)Attendance: 8000 in 2017 (15,000 in 2016) Numbers reduced as event was postponed by one week, due to severe stormsTarget audience: 25 - 49 year olds with young children living in Craigieburn

Generating pre-Christmas excitement year after year, the Carols by Candlelight is a memorable event that has been held in our community for more than 20 years.

This free event is hosted by a celebrity MC, previously including Rob Mills, Anthony Callea, Rhonda Burchmore, Wilbur Wilde, Dennis Walter, Denise Drysdale, Tim Campbell and Charli Robinson.

We are also proud to have talented local artists and community choirs perform at the event, along-side local school choirs. The Melbourne Gospel Choir, Natalie Gauci, Carl Riseley, the Melbourne Symphony Orchestra, Scooby Doo and Looney Tunes are just some of the other well-known entertainers who have previously performed over the years.

The event also features a variety of food trucks and free kids activities such as face painting, an animal farm and jumping castle, as well as the much loved fireworks finale.

Your partnership would allow the event to host additional well-known artists, which will attract a wider audience throughout Hume and wider-Melbourne.

Previously, our attendee surveys have shown that our sponsors brand has been recognised as the most dominant above Hume City Council.

As a partner of this event we will offer you a new audience, increased visibility and enhanced brand awareness to thousands of people. Benefits received are well-worth the investment and are listed on page 17.

Major Sponsor Event Sponsor Supporting Partner

$20,000 $5,000 - $10,000 In-kind - $2,000

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2017 event statistics:

� 93% rated the event as either very good or good

� 86% were aged between 25-49 with young children

� 62% lived in Craigieburn

� Between 88% - 94% agreed that the event helps promote Hume as a place to visit, that it encourages local arts and culture and that the event helps encourage pride in Hume’s community

‘We had a great time thanks - no improvement needed’

- attendee quote 2017

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5


� 90% rated the event as very good or good

� 54% were aged between 25 - 34 with young children

� 100% agreed that it helps promote Hume as a place to visit, that it encourages local arts and culture and that the event helps encourage pride in Hume’s community

‘It was perfect. Nothing could be improved. Everything was

just amazing and fun. An awesome festival.’


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Christmas in the Plaza Broadmeadows Civic Plaza, 1093 Pascoe Vale Road

Upcoming date: Friday 14 December 2018, 4.30pm - 8.40pmAttendance: 500 in 2017

The free event will be held for the third time in 2018 is again expected to generate pre-Christmas excitement. It is anticipated to attract larger crowd numbers given the date and time change is now out of working hours and the marketing plan is set to increase.

The program will feature local artists and choirs, free kid’s activities such as a jumping castle and the opportunity to meet Santa, along with food trucks and a Christmas market.

This is the first time sponsors have had the opportunity to partner with us on this event and we are excited at the opportunities. Your partnership would allow the event to host professional artists and more free kid’s activities, which will attract a larger audience.

As a partner of this event we will offer you a new audience, increased visibility and enhanced brand awareness to hundreds of people. Benefits received are well-worth the investment and are listed on page 17.


$4,000 $2,000 In-kind

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‘We had a fantastic time. Kids ran around before enjoy movie. Atmosphere was

awesome THANK YOU HUME ’



� 90% were “Highly satisfied” with the movies

� 94% said they would attend another summer session movie event in the future


� 64% lived in Hume City

� Between 85% - 94% agreed that the event helps promote Hume as a place to visit, that it encourages local arts and culture and that the event helps encourage pride in Hume’s community

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Summer Sessions Movies and Music: Five locations throughout Hume City

Upcoming date: January – March 2019 Attendance: From 250 to 600 per eventTarget audience: 25 - 49 year olds with young children living throughout Hume City

Launched in 2016 for the first time enabling our community to come together and enjoy family-friendly entertainment. Celebrating its third year in 2018, the events are expected to attract larger crowds given the previous success.

Council will plan and deliver at least five events throughout the municipality, as well as potentially sponsor up to two community-managed events of a similar nature that will be promoted as part of the series.

The outdoor cinema atmosphere proves to be popular amongst the community, where they enjoy an evening of free entertainment.

The events attract audiences in the local neighbourhood and will be held in outdoor spaces throughout Hume City.

The events will feature pop-up cinema screens, food trucks or sausage sizzles and pre-event activities. Films will be selected in accordance to popularity and will be family-friendly.

Your partnership would allow the event to host additional pre-event activities such as face painting, jumping castles and balloon artists. These types of activities have proven to be popular in the community, and therefore would expect to attract a larger audience.

As a partner of these events we will offer you a new audience, increased visibility and enhanced brand awareness to thousands of people. The benefits received are well-worth the investment and are listed on page 17.


All events- $10,000

Individual events- $2,000 per event

All events- $5,000

Individual events- $2,000

In kind - $2000

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‘It was an excellent event and I will definitely be returning with my family next year!’



� 74% rated the event as either very good or good


� 97% lived in Hume City

� Between 76% agreed that the event helps promote Hume as a place to visit, that it encourages local arts and culture and that the event helps encourage pride in Hume’s community

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Craigieburn Festival Craigieburn ANZAC Park, Central Park Avenue

Upcoming date: 2 March 2019, from 11.30am - 9.30pmAttendance: 15,000 people in 2018 (20,000 people in 2017, 10,000 people in 2016) Target audience: 25 - 49 year olds with young children living in Craigieburn

This annual festival is well-known in the community, having been held for more than 20 years.

The festival will be packed full of family-friendly activities including a main stage with live music and dance, free kids activities, stalls, food trucks, the CFA Torchlight Parade, Craigieburn Art Show, fireworks, carnival rides and more!

Your partnership could allow us to either increase the amount of the popular free kid’s activities or to

bring a headline act to the festival, which would attract a larger crowd and people from wider-Melbourne.

As a partner of this event we will offer you a new audience, increased visibility and enhanced brand awareness to thousands of people. The benefits received are well-worth the investment and are listed on page 17.


$20,000 $5,000-$10,000 In-kind

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Broadmeadows Street Festival Tanderrum Way, Broadmeadows

Upcoming date: Sunday 7 April 2019 Attendance: 4,000 - 5,000 people in 2018 (2017 event was cancelled due to severe storms, 2,000 in 2016)Target audience: 25 - 49 year olds with young children living in Broadmeadows

Hume is one of Victoria’s most multicultural cities. The Broadmeadows Street Festival celebrates our rich diversity by bringing people together to discover international food, music and dance.

This event has been in our community for more than 30 years, formerly known as the Broadmeadows Festival or Broadmeadows Fiesta.

In 2016, the festival re-launched proving to be highly successful with 2,000 people attending and positive feedback from the community.

In 2018 we had 4,500 people attended and we received positive feedback from the community.

The festival is jam-packed with activities including performances featuring diverse music and dance, along with free kids activities, stalls, food trucks, fireworks, carnival rides and much more!

We are excited at the opportunities the festival has in the future and with your partnership, we can develop it further with more free activities and program opportunities such as high-profile acts. This festival has the potential to be one of the most popular multicultural events in the region.

As a partner we will offer you a new audience, increased visibility and enhanced brand awareness to thousands of people.

The benefits received are well-worth the investment and are listed on page 17.


$15,000 $5,000 - $10,000 > $5,000

‘Everything was very well organised, and there were

activities for both the elders and young! Amazing event’



� 92% rated the event as excellent / good


� 59% lived throughout Hume City and 30% were visitors to Hume

� Between 83% - 91% agreed that it helps promote Hume as a place to visit, that it encourages local arts and culture and that the event helps encourage pride in Hume’s community

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Promotional Campaigns

Extensive promotional campaigns are developed for each event to suit the target audience, maximising awareness of the events and our sponsors.

Extensive promotional campaigns are developed for each event to suit the target audience, maximising awareness of the events and our sponsors.

Social and digital media have increased in use significantly over the past few years, which is why our main focus has shifted from printed publications. However, we do recognise the importance of printed publications to some of our community; therefore some of these methods are still included as part of the campaigns.

Based on recent surveys, we know that social media is the main way our attendees are engaged in the events. Therefore, extensive social media plans are developed to include our sponsors. The Hume Events Facebook page as of June 2017 has more than 6.7k ‘likes’ (3.1k this time last year), as well as more through each individual event page.

FREE

!

Saturday 3 March, 11.30am – 9.30pm Craigieburn ANZAC Parkhume.vic.gov.au/events

HUME CITY COUNCIL PRESENTS

To register go to hume.vic.gov.au/funrun

Sponsored by Supported by

Presented by

Tactics that are generally covered in our campaigns include:

� Social Media – Facebook, Twitter and Instagram.

� Online & digital media – Council website, Melbourne event listing websites, promotional video, and e-newsletters.

� Printed publications – Programs/postcards, posters, and newspapers.

� Billboards – Based on the side of high-traffic roads.

� Media releases – Sent to local and metro media outlets.

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FREE

!

CarolsCraigieburn ANZAC Park


hume.vic.gov.au/events humeevents

Supporting partners:

Event sponsor:

Major sponsor:

5pm – Family fun7pm – Carols 9.20pm – Craigieburn Central Fireworks

See star of the stage Rob Mills, ABC Kids Hoot and Hootabelle and amazing local performers!

© Australian Broadcasting Corporation 2015

Sorry, Jimmy Giggle won't be able to make it on the day as he's busy fixing the magic button.

Freeevent

Saturday 9 Decemberby Candlelight

NEW

DATE

Saturday 3 March, 11.30am – 9.30pm Craigieburn ANZAC Parkhume.vic.gov.au/events


To register go to hume.vic.gov.au/funrun

Sponsored by Supported by

Presented by

Previous branding examples

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Benefits Major Sponsor

Event Sponsor

Supporting Partner

Activity naming rightsAn activity will be named and promoted in reference to Council or the partner organisation (i.e. ‘Business or Council name’ fireworks or ‘Business or Council Name’ concert)

Prominent logo placement on all promotions collateral This includes noticeboards/real estate boards on road sides (if applicable); newspaper advertisement(s); promotional flyers / posters / postcards / videos / webpages; and schedule / program or specific event information (i.e Carols by Candlelight booklet)

Logo placement on some promotions collateralThis includes postcards, posters, billboard / noticeboards, newspaper ads, webpage and specific event information (i.e Carols by Candlelight booklet)

Logo placement on limited promotions collateralThis includes webpage and specific event information (i.e Carols by Candlelight booklet)

Media releasesAcknowledgement of the major sponsor Photo opportunity* With headline act and / or Mayor of Hume Social media Acknowledgment as a sponsor and promotion of any activation prior to event

TicketsWhere applicable, two tickets will be available to the event with reserved seating and meals provided as appropriate

InvitationsWhere appropriate, invitations to attend the event will provided for Mayor and ward Councillors, and EMT as appropriate

Sponsorship evaluationPost-event evaluation outlining the sponsorship return-on-investment

MC / Event acknowledgementsMinimum of three on stage announcements will be made throughout event for an event of three hours or more

And / orAcknowledge the major sponsor on the PA system connected to the event throughout the event

Signage at event Signage will be placed in prominent locations where practicable when it is provided by sponsor

On-site activationProvide an on-site activation space, of up to 6x3m at no cost to the sponsor, for an activation, promotion or sales including an un-branded marquee, tables, chairs and power access (please note, the sponsor will be responsible for any additional space or equipment, costs and planning of activities and staffing within this site)

SpeechesWhere appropriate, a speech opportunity provided to a representative nominated by the sponsor

Post Event ReportsProvide an acquittal / sponsorship report post event including the income / expenditure statement and return-on-investment

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For more information or to confirm your interest please contact us:

Paul CulbertCoordinator Events and Festivals Hume City Council

9205 2475

@ [email protected]

Please note: Please let us know if you would like information about other partnership opportunities.

2018 -19 · proposal. these events attract around 40,000 people (almost double comparing last...

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