VACSWIM continues to be an integral component of the summer culture of South Australia and contributes substantially to the development of water

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1 Information Kit

2 VACSWIM continues to be an integral component of the summer culture of South Australia and contributes substantially to the development of water safety and swimming skills for primary school aged children across the state.

3 What is VACSWIM? VACSWIM is a government funded initiative that has been providing South Australian primary school children with water knowledge for over 50 years. VACSWIM programs are delivered by the Royal Life Saving Society, Surf Life Saving South Australia and the YMCA and take place in 130 locations around South Australia in January. Programs last 5 or 7 days and the majority start in the first week of January.

4 Vision The number of drownings and water related accidents will be reduced. Promise Enjoy peace of mind while your children enjoy the water. Purpose Provision and promotion of summer holiday programs that develop skill and confidence around water. Program Providers

5 Participants 2016/17 11,915 Total number of bookings 65% Ages 5 to 8 29% Ages 9 to 11 50/50 Boys and Girls 6% Ages 12 to 14 VACSWIM is a government funded initiative for South Australian children aged 5 to 13 yrs to develop their skills and confidence in and around water. Having operated for over 50 years, VACSWIM has touched generations of South Australians.

6 126 Individual VACSWIM locations 28 Metro 98 Country

7 463 instructors Delivered programs as part of the VACSWIM initiative. Please note this includes the 3 instructors that worked for Surf Life Saving in the APY lands.

8 How we engage the VACSWIM community vacswim.com.au We created 15 blogs for the VACSWIM SA website and ran them over the entire campaign period. This included a handful of the EDMs being added when appropriate as well as vital water safety tips for families about how to get the most out of the VACSWIM program. 33,107 Users viewed 200,848 pages views 54,191 sessions

9 EDM Over the course of the campaign 8 EDMs filled with important and helpful information to interested and participated VACSWIM SA families. 12,679 List Size 30.68% Avg open rate 22.26% Avg Clicked-through

10 Facebook Marketing Facebook was the most active and engaged social platform throughout the entire campaign, with users constantly engaging, tagging, sharing, commenting and liking our posts. It saw phenomenal growth over the campaign, which continues even after scheduled posts have ceased. Total Engagement 12,509 Total Reach 233, ,408 Paid Reach 109,968 Organic Reach (unpaid) What We Learned 92% Female (35-44) 7pm primary engagement time each day of the week. We also engage with our audience via Twitter and Instagram.

11 F A M I LY. P A R E N T I N G. H O M E. F A M I LY. P A R E N T I N G. H O M E. Print Collateral 20,000 tri folded flyers and 1000 A4 and A3 posters distributed to pools and community hubs. 750,000 DL flyers were included in water rate notices that were delivered to households throughout the state. 14,000 A5 participation certificates distributed to the program providers. WATER AWARENESS WATER SAFETY WATER CONFIDENCE WATER SKILLS WATER December 2016 & January 2017 Programs at over 130 pool & beach locations Find us at facebook.com/vacswimsa Register Your Children at vacswimsa.com.au Naming Rights Partner Media Sponsors Program Providers Funded By WATER AWARENESS WATER SAFETY WATER CONFIDENCE WATER SKILLS WATER 2017 Participation Award December 2016 & January 2017 Programs at over 130 pool & beach locations has completed lessons in the Surf Life Saving South Australia Surf & Survive program Stage(s) Instructor Location Date 2017 Participation Award has completed lessons in the YMCA Swimming & Water Safety program Naming Rights Partner Media Sponsors Program Providers Leon Bignell MP Minister for Recreation & Sport Funded By Level(s) Instructor Location #VacswimSA Date Leon Bignell MP Minister for Recreation & Sport Find us at facebook.com/vacswimsa Register Your Children at vacswimsa.com.au Naming Rights Partner Media Sponsors Program Providers Funded By #VacswimSA Naming Rights Partner Media Sponsors Program Providers Funded By

12 TV Marketing In 2016/17 we reinvested the previous year s radio budget into doubling the number of TV spots and creating four animation for TVCs and youtube. We broadcasted 809, 15 second commericals across regular and regional Televsion from late November through mid December.

13 Public Relations 1,608,091 total audience. $236,230 total ASR in AUD. 60,000 people heard about VACSWIM on FM radio. 174,000 people heard about VACSWIM on AM radio. 331,000 people saw VACSWIM mentioned on TV. 1,406,038 people read about VACSWIM in newspapers. 35,148 people read about VACSWIM online

14 Survey Results A post program survey provided valuable feedback Total responses 92.95% agreed that their children s water safety knowedge had improved % found the booking system easy/ manageable % said they had done the program before % said that it was value for money % saw VACSWIM on Facebook over other social platforms % recieved VACSWIM newsletters and found them interesting % enrolled their kids to learn water safety and confidence % agreeed the content of the program was what they expected % use Facebook as their perferred social media platform % said the instructors were excellent % were aware that SA Water was a sponsor of VACSWIM.

15 Why Sponsor VACSWIM? With a brand reputation that is 50 years strong, VACSWIM attracts 12,000 participants to 126 locations for a week in January. A trusted voice, VACSWIM provides water safety and related advice through regular EDMs with an open rate of 30%. VACSWIM is a unique opportunity to reach a niche audience consistently over a 4 month period and engage with them at beaches and pools. What We Offer Sponsors Brand awareness & equity Community engagement Lead generation Product & service showcase Leveraging campaign consultancy & management Fostering of long term relationships Participants Water confidence Water saftey Trusted management Valued information

16 Sponsorship Program Naming Rights Partner PPresenting Partner Major Partner PPartners The sponsorship program of VACSWIM includes A hierarchy of sponsor investment levels Benefit packages for each level of sponsorship Sponsorship activation and leveraging consultancy Core benefits Develop brand awareness and equity Drive retail traffic Leverage on community responsibility Engage with customers Generate sales leads Showcase products and services Naming, presenting and official supplier rights SA Water VACSWIM presented by xxx with shared logo On-site branding Digital branding Participant engagement Sales leads 360 communication package