Sponsorship proposal

THE ORGANISATION

The Aids Resource Centre (ARC) was established in 2002 and is registered as a Non-Profit Organisation.
The ARC is also registered as a Section 18a company, which means we can issue donors with a receipt for
tax relief purposes.

VISION

A ROAD TO HELP - For people living with HIV/AIDS as well as those who want to know their HIV status

Top Line Concept

With World Aids Day on the 01 December, Accountability has been the constant theme of World AIDS
Campaign throughout 2006, and which will be promoted on 1st December with the slogan, Stop AIDS.
Keep the Promise.

The theme of accountability was developed by the World AIDS Campaign support team based on their

ongoing work around World AIDS Day, and based on the outcomes of the London HIV and AIDS Campaigning

and Advocacy meeting in February 2005.

In Cape Town, The ARC will be hosting the most exclusive cocktail dinner with a first class entertainment

line up.

The event will take place at one of Cape Town’s most sought after venues – Zula Sound Bar. A cocktail

dinner will be served while guests can enjoy the entertainment in the comfort of a stylish environment.

Bar Facilities will be situated in both the veranda as well as the inside.

Unique Selling Proposition (USP)

A number of lessons have been learnt from previous work on World AIDS Day, and far more energy is

being invested early in the year to make World AIDS Day 2006 a success. The most significant aspect of

this World AIDS Day is the degree to which it has been based around the inputs of a wide range of civil

society partners.

This event aims to create a platform which allows brands to position and align them with this prestigious

event.

With strong influences from entertainment, marketing and management, ARC has a reputation
for hosting world class events. It is these elements which will align both the brands and the
event with this international day.

During World AIDS Day 2006, we hope to achieve the following objectives:
PO BOX 3361 • CAPE TOWN • 8000 • PHONE: +27 21 4017310 • FA X: + 27 21 4017278
NIKI BRADSHAW • DAMIAN MICHAEL • ANTHONY LIEBENBERG
NPO No. 022-626 • PBO No. 930009879
  Enhanced accountability from leaders on their promises on AIDS.

 Supporting a broad movement of civil society organisations campaigning to develop their

sense of joint identity and common purpose.

 Generating a greater public awareness of, and engagement with, the problem of AIDS
worldwide.

 Exposure to a profiled market

 Align brands with an international event

Strategic Path

Marketing Campaign

The event will aim to target a profiled market through a strong communication campaign.

The campaign will be executed in successive phases and incorporate the following
mechanics:

Communication

A. Digital – an e-mailer will be created and distributed to the ARC, ACA & RWM database
and to sponsors database.

 Teaser campaign which will be sent out 3 weeks before the event

 Official invite e-mailer, which will release details of the event and will be sent
out 2 weeks before the event.

 Reminder e-mail , which will release more info pertaining to the event, sponsors
& event procedures, which will also be sent out 1 week before the event.

 Phase 2 & 3 will contain links to sponsors website.

B. Radio – Live reads with GHFM, KFM, ACK, Fresh FM & 5FM

C. ARC & RWM Print Campaign

 A print campaign will be made up of posters which will be used to promote both the
event and sponsoring brands.

 The campaign will be rolled out 3 weeks prior to the event. The posters will have a call
to action which will drive customers to the ARC & RWM website.

Execution

PAX: 400

PO BOX 3361 • CAPE TOWN • 8000 • PHONE: +27 21 4017310 • FA X: + 27 21 4017278

NIKI BRADSHAW • DAMIAN MICHAEL • ANTHONY LIEBENBERG
NPO No. 022-626 • PBO No. 930009879
Target Market

Appealing to the individual and the corporate, our strategy will be to target people between
the ages of 20 – 45, including the fashion industry professionals, young professionals, opinion
leaders and business owners within the LSM 5 – 10.

Tickets

Tickets will be sold via the ARC & RWM websites. Tickets will be sold through campus radio
stations, campus newspapers, radio stations, business partners as well as word of mouth.
Tickets will be collected at the door by trained security officers and checked for unique
marking.

Running Order

Zula Sound Bar will be utilised as the initial meeting place, where welcome drinks will be
served on arrival. Guests will be welcomed by Ambassadors dressed in stylish branded clothing.
Guests will be treated to live bands, entertainers and speakers who will deliver positive
messages about the campaign. Private lounge facilities will be situated in the venue. Guests
who have purchased their private lounge facility will enjoy complimentary drinks, canape’s and
their own hostess to attend to their needs throughout the evening.

A strong entertainment line up will be incorporated, with first class DJ’s integrated with live
percussions and vocalists.

Lounge Areas

Lounge areas, situated within the venue and demarcated by existing structures will host private
lounges for selected guests, sponsors or corporate packages.

Each lounge will be uniquely designed with its own look and feel. Lounge areas can be
purchased for the evening and will incorporate:

 Stylish lounge area

 Naming rights to lounge area

 Complimentary drinks

 Private cocktail waitress

PO BOX 3361 • CAPE TOWN • 8000 • PHONE: +27 21 4017310 • FA X: + 27 21 4017278

NIKI BRADSHAW • DAMIAN MICHAEL • ANTHONY LIEBENBERG
NPO No. 022-626 • PBO No. 930009879
 Entertainment

We intend to involve GOLD FISH, FLOWZ, DJ Eazy, DJ Azhul and other local bands.
Entertainment will be a key element in this event and the line up will be a key focus.

Working Together on World AIDS Day

Efforts are being made to allow as much scope as possible for local adaptation of the World
AIDS Day theme. Specific campaigns can be decided on by local organisations within the overall
theme of accountability.

These campaigns may wish to utilise the World AIDS Day slogan, Stop AIDS. Keep the Promise,
as it stands on its own. To further promote the theme of accountability, we propose involving
the following schemes in World AIDS Day activities:

Red: Using the colour red in promotional objects, e.g. red ribbons, t-shirts, banners, stylish
furniture etc.

Targeting Leaders: To reinforce the notion of leader responsibility, planning activities such as
events and theatre shows.

Thanking you,

Damian Michael

Email: michae_d@mtn.co.za

Cell: 083 212 9554

Tel. 021 401 7310

PO BOX 3361 • CAPE TOWN • 8000 • PHONE: +27 21 4017310 • FA X: + 27 21 4017278

NIKI BRADSHAW • DAMIAN MICHAEL • ANTHONY LIEBENBERG
NPO No. 022-626 • PBO No. 930009879
PO BOX 3361 • CAPE TOWN • 8000 • PHONE: +27 21 4017310 • FA X: + 27 21 4017278
NIKI BRADSHAW • DAMIAN MICHAEL • ANTHONY LIEBENBERG
NPO No. 022-626 • PBO No. 930009879